Marketing Plan for Coca-Cola Co - Term Paper Example

Comments (0) Cite this document
Executive Summary Coca-Cola, a popular carbonated soft drinks company has presence in over 200 countries and 160 brands to its credit. The company now plans to launch energy drink in the UK market. It enjoys brand equity but its credit rating is affected. Nevertheless, due to obesity concerns being high in UK, the external environment in UK is conducive to launch of its new product targeting the young, health-conscious consumers…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.7% of users find it useful
Marketing Plan for Coca-Cola Co
Read TextPreview

Extract of sample
"Marketing Plan for Coca-Cola Co"

Download file to see previous pages To create awareness about a healthy lifestyle should be the focus of its strategy and the sales would automatically follow. Regular monitoring is essential to know where the strategy is moving. 1. Company History Started in 1886, Coke was marketed as a tonic containing extracts of cocaine and caffeine-rich kola nut until 1905 (Bellis 2011). As the popularity of soda fountain declined, the company released the “New Coke” formula in 1985. Today more than one billion drinks of Coke are consumer every day. In 125 years of its existence the company has developed more than 160 low and no calories drinks in its range of products (The Coca-Cola Company 2010). It currently has more than 500 brands and is available in more than 200 countries across the world. Coke now plans to launch an energy drink in the UK market and since the market is already saturated, it has to evaluate the market characteristics, which would help the company to formulate the marketing strategy. 2. Environmental Analysis 2.1 Economic Analysis The UK is one of the most globalized countries and its economy is the sixth-largest economy in the world. The UK has a GDP of 1.353 Euro or 23.300 Euro per inhabitant, which is the European average (Senior Watch n.d.). The UK has the opportunity to invest at the national as well as the individual level. The UK economy is just recovering and hence even short-term tax imposed on soft and energy drinks could jeopardise the fragile economy recovery (BSDA 2011). The food and drink sector represents over 15% of manufacturing turnover and employment (IfM 2010). Its output was not affected even during the recession. The weekly earnings of people employed in this sector are above average and the job tenure is over nine years; the sector has only 6% temporary workers. 2.2 Social Analysis The wealth of an individual elderly person in UK is high (Senior Watch n.d.). The education level of the people is also high in UK. Obesity levels are very high in UK. Almost two in every adult in the UK are overweight. The quality of food and drink, as well as the sedentary lifestyle has been identified as the reasons for overweight in UK (EMIS 2008). UK soft drinks consumption has gone up by 4% since 2009 as per chart shown in Appendix A. People are keen to include daily exercises and workout because of this the health and energy drinks market has high growth potential. 2.3 Political analysis The UK does not have a President and historically most British governments are composed of ministers from a single political party although at times there is a small opposition party (Darlington 2011). Generally the UK enjoys high political stability and hence the regulations for sectors such as food and drinks sector would not change drastically. The three parts of the UK have their own local administration and responsibilities. 2.4 Legal and regulatory analysis Since soft drinks contain high caffeine levels and since their popularity is growing, the BSDA (British Soft Drinks Association) has released a code of practice stating how the drinks should be labeled and marketed so that consumers have all the information. The labels are also expected to carry the statement, “Not suitable for children, pregnant women and persons sensitive to caffeine” ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Marketing Plan for Coca-Cola Co Term Paper Example | Topics and Well Written Essays - 1500 words”, n.d.)
Marketing Plan for Coca-Cola Co Term Paper Example | Topics and Well Written Essays - 1500 words. Retrieved from
(Marketing Plan for Coca-Cola Co Term Paper Example | Topics and Well Written Essays - 1500 Words)
Marketing Plan for Coca-Cola Co Term Paper Example | Topics and Well Written Essays - 1500 Words.
“Marketing Plan for Coca-Cola Co Term Paper Example | Topics and Well Written Essays - 1500 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Strategic Marketing- Coca Cola
..., Inc., Nestl and Pepsico, Inc. (Yahoo Finance, 2011). In this report, we will develop a marketing plan for 2011-2012 for Coca-cola to be presented to the board of directors at Coca-Cola. The marketing plan will discuss the current position of Coca-Cola in the market, using marketing audit that analysis both the micro and macro environment for the company. MARKETING AUDIT MACRO ENVIRONMENT- PESTLE ANALYSIS Political Factors With the growing consumer awareness towards the food and beverage industry, many have become...
11 Pages(2750 words)Essay
Marketing plan for COCA COLA
...? MARKETING PLAN FOR COCA-COLA ………………………………. …………………………………. …………………….. Table of Contents Table of Contents 2 ExecutiveSummary 4 Introduction 5 Coca-Cola: Company Overview 5 Environmental Scan 6 Internal Analysis 6 Mission, Vision, Objectives and Growth strategies 6 External Analysis 7 Economic Environment 8 Social Environment 8 Ecological Environment 8 Technological Environment 9 Competitor Analysis 9 SWOT Analysis of Coca-Cola 9 Strengths 10 Weaknesses 11 Opportunities 11 Threats 12 Marketing Objectives 12 Developing Marketing Strategies 13 Marketing Mix...
16 Pages(4000 words)Essay
Coca Cola
...sales force are key to success in the soft drinks market. The company requires an extra AU$42 million to finance the marketing plan. The money will be obtained from the retained earnings. Table of Contents Table of Contents 2 2.2 Consumer trends 5 3.0 Marketing objectives 15 4.0 Marketing strategies 16 5.3 Monitoring, evaluation and control 19 7.0 References 21 8.0 Appendix 23 1.0 Introduction Coca-Cola Amatil is one of the dominant market players in the Australian soft drinks market. It is the largest manufacturer and distributor of soft drinks and non-alcoholic beverages in Australia,...
20 Pages(5000 words)Case Study
Coca Cola Marketing
...? Coca-Cola Marketing Founded in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola is now popular throughout the world. In fact, Coca-Cola is the world’s largest nonalcoholic beverage company at present. Vision of Coca-Cola Coca-Cola has a vision for all aspects of its business and for all its stakeholders. 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...
3 Pages(750 words)Essay
...of the people in the company. The contributions rendered by the people are evaluated and recognized at team meetings by the managers in order to encourage the people to work in a proactive fashion to fulfill organizational goals. Furthermore, several benefits are also tied to the individual employees in terms of medical and retirement plans to contribute to the enhancement of financial security paradigm for the organizational people. Finally, the organizational culture of Coca-Cola rightly renders importance to the inclusion of diversity such that an equal opportunity environment is generated for the different classes and categories of people to perform and earn rewards. Managers in...
9 Pages(2250 words)Essay
Marketing Mix: Coca Cola
...Marketing Mix: Coca Cola Introduction Coca Cola boosts of having the highest brand equity in the world. According to surveys, one of the most recognized words in the world is “Coca Cola”. The product Coca Cola continues to dominate the carbonated drinks market despite sturdy headwinds and is well ahead of its competitor Pepsi. This is owing to the success of its recipe which includes four key ingredients: product, price, promotion and place which are described below. Product The company’s mantra is that its product- Coke does not compete with other carbonated beverages...
8 Pages(2000 words)Essay
Pepsi Co and Coca Cola Stock Analysis
...and risk. The average stock returns are found to be negative (-0.08) (Yahoo! Finance, 2013a) Historical Prices of Coca Cola Company STDEV 0.0101 The Adjusting closing has been taken for calculating returns and risk. The average returns are negative (-0.15) (Yahoo! Finance, 2013b). Dow Jones Industrial Average NASDAQ Composite Index The latest price at which the Pepsi co Philippines traded is 6.19, it is 10.03% below its high 52 week of 6.88. The listing of Pepsi co products are primarily on Philippines Stock Exchange (Financial Times, 2013). (Financial Times, 2013) Market closed at 40.81, which is 6.03% below its high 52 week of 43.43. The listing of...
5 Pages(1250 words)Essay
Coca-Cola Marketing
...Running Head: Marketing Marketing of Introduction The Coca-Cola Company is the world's No.1 bevarge company and the biggest marketer of beverages specially the non-alcoholic drinks. It is also the biggest corporation in the U.S. The Company sells many products but is best know for its famous product Coca-Cola. 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. Marketing of Coke-Zero The launch of Coke-Zero started in...
1 Pages(250 words)Case Study
Coca cola
...’ conveyor belts contain catch baskets and trays. The catch baskets and trays prevent the coke bottles from spinning out of control and accidentally dropping onto the Coke production plant’s floor, disintegrating into injury-causing bits of glass fragments. Likewise, the Coke production conveyor belts do not mix the production plants’ waste water from the clean water. The catch baskets and trays catch and segregate the waste water, ensuring they do not mix with the nearby coke production plants’ clean water. The coke employees oversee the entire process. Moreover, the lean production employees ensure that the machines do not mix the waste water with the clean water source (Klemes, 2008). Specifically, Coca...
6 Pages(1500 words)Essay
...overcome Pepsi’s 7-Up. The list of Coca-Cola most popular products would be incomplete without Dr. Pepper, which pulls in a considerable amount of money for the Coca Cola Company. Dr. Pepper fans state that the distinct flavor of this beverage cannot match any other soda. Seventeen percent of the market share is given to the Diet Coke. And of course the Classic Coca-Cola, the largest and most recognizable brand in the world, the best- selling product that captured the hearts of millions of soda drinkers and is available in all countries in the world. It makes up eighty percent of the company’s beverage...
8 Pages(2000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Term Paper on topic Marketing Plan for Coca-Cola Co for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us