The researcher of this paper is determined to present brief report on the management strategy of Coca Cola Enterprises Limited and gives analysis of both the internal as well as external environments. To manage with this SWOT analysis will be included in the paper…
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This study looks into Coca Cola Enterprises Limited that intends to introduce a new energy drink in Chile. The drink is Lucozade which is made by using Glucose Fructose Syrup, orange juice from Concentrate, Citric Acid and Sodium Benzoate. The company has already made the decision for the selling price by establishing a price which should not be more than 5% difference with existing drinks in the market. The packaging shall be done in both 275ml plastic bottles and 250ml cans. The company intends to Launch Lucozade brand in Chile. Most of the consumers are health conscious and prefer the low calorie energy drinks. The promotional activities will include endorsements by sports personalities and mass advertisements. The company has set enough financial resources for the operations and timelines for the execution of the marketing plan. The marketing organization includes the chief marketing director, the territory directors, the area directors and the public relations personnel. A situational analysis is the foundation of the marketing plan. The situational analysis will include a thorough examination of the internal and external factors which affect the introduction of Lucozade drink in Chile. It will enable Coca Cola to understand the factors which will influence the market growth in the future. Internal analysis will consider the strengths and weaknesses of Coca Cola enterprises Limited. The internal analysis will consider the company culture and image, the staff, the operational efficiency and capacity. (Kotler 2010). The internal analysis will also consider the weaknesses which hinder the launch of the Lucozade drink in Chile and which may impair the growth in market share and profitability. The external analysis will evaluate the suppliers, the trade partners, customers, new technology, competitors and the economic environment prevailing in Chile which may enhance the operations of Coca Cola Enterprises Limited in Chile (Dibb, Simkin, Pride and Ferrell 2005). The external analysis will also consider the treats which exist in the market which could curtail the achievement of the Coca Cola Enterprises objectives in Chile. 2.1 Market Summary Coca Cola Enterprises Limited is the world’s largest bottler of non-alcoholic drinks by volume. The company produces, sells and distributes its drinks using a wide distribution channel which covers all the continents in the world (Kotler 2010). Coca Cola Company is the largest bottler for the Coca Cola Company since it produces 20 percent of the entire Coca Cola drinks world wide. 85 % of its products are classified as carbonated soft drinks while the rest are non-carbonated soft drinks. The company annual revenue was $ 21.65 billion in 2009 while the net income from its operations was $ 731 million. 2.1.1 Market demographics This section of the marketing plan will include analyzing the customers in terms of the demographic features such as the age, the race, gender, educational attainments, marital status, income levels, attitudes and beliefs, and the household size. Chile population comprises of 15,166,500 people but the population has been on the decline due to controlled birth rate. It is estimated that the population is likely to hit 20 million people by 2050. About 80 percent of the populations live in urban areas with the population mainly concentrated in Greater Santiago. Chile population consists of all races including European and Indians. The most dominant religions are Roman Catholics and Evangelical (Kotler 2007). Spanish is
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Today the company nearly offers four hundred different brands in more than two hundred countries and serves more than a billion servings daily. One of the biggest product launch of Coca-Cola is Coke Zero.
The launch of Coke-Zero started in October 2006. It is marketed towards young males.
The author gives recommendations which can improve the existing customer relationship management system of Coca Cola. The marketing concepts will help an organization to identify the local competitors and manage their marketing campaigns effectively. The goals would be achieved through the identification of various resources.
The company intends to be a great place to work for its employees and at the same time be a highly effective, lean and fast-moving organization. Coca-Cola strives to maintain lasting relationships with its suppliers and customers. As a responsible citizen of the society, the company works for the betterment of the communities that it operates in.
About 30 years ago, the company was the sole maker of soft drinks worldwide although some small companies existed. However, the company’s competitive advantage has been greatly diminished with the advent of the Cola Wars in which Pepsi-Cola was involved.
Coca Cola, which is also known as Coke, is manufactured by Coca Cola Company. The company is headquartered in Atlanta, Georgia. It was intended to be used as a medicine. It was found in late 19th century by John Pemberton, a pharmacist in Columbus, Georgia.
The other thing is that the company has been able to launch new products which have equally performed well in both local and international market. For instance, its bottled water product is the proof of this. In terms of revenue collection, the bottled water market in the U.S.
Coke has been easily termed as junk food that contains empty calories which contribute towards the number of obese in the world. With the consumer concern growing, governments may be forced to take action against Coke and other junk foods.
tion Strategy 16 Targeting Strategy 16 Positioning Strategy 17 Implementation and Controlling of the marketing plan 17 Marketing Budget 17 Action plan 18 Implementation and Control 19 Conclusion 20 References 21 Executive Summary Building customer relationship based on customer value and satisfaction is at the very heart of modern marketing, because marketing, more than any other business function, deals with customers (Armstrong & Kotler, 2005, p.
The author states that in most countries, famous celebrities including film stars have been used as brand ambassadors for Coke. These endorsements have created a strong bondage between the product and its users. In most of its ads, Coke has made effective use of music and catchy jingles to promote the product to its target market.
A lot of their marketing campaigns in the past are related with sports, many of which were individual sports. They had promotions that showed men living on the edge and doing risky stunts. This is certainly creating special images of their products in comparison to Coca-Cola.
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