Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

An Analysis of Coca-Colas Marketing Strategy - Term Paper Example

Comments (0) Cite this document
This paper demonstrates how marketing professionals within the company conduct a research-based study to determine the feasibility of implementing the planning objectives. And also describes the micro and macro environmental factors that currently impact the company and the beverage industry…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98% of users find it useful
An Analysis of Coca-Colas Marketing Strategy
Read Text Preview

Extract of sample "An Analysis of Coca-Colas Marketing Strategy"

Download file to see previous pages The soft drink and beverage industry are one of the most competitive in the world. As the global demand for beverage products continues to increase, the successful beverage companies of the future must be able to identify and respond to market demand in a rapidly changing industry environment. If it is to remain competitive, it is critical that Coca-Cola is positioned to respond to the micro and macro-level environmental factors that will determine its future success or failure as a company.
Understanding the internal and external environmental factors impacting a company is a primary tool used by marketing professionals. This in-depth knowledge of the environmental factors allows the company to develop strategies to meet changes in market conditions.
The microeconomic environment relates to the firm’s ability to make internal adaptations in meeting the needs of its customers. Examples include quality and availability of suppliers, knowledge of the competitor’s products, consumer demand indicators, the effectiveness of the company’s distribution networks, internal research and development activities and product branding and other marketing initiatives (Gilligan & Wilson, 2009).   
For the most part, Coca-Cola does an effective job at managing the technical components of its internal environment such as supply chain management and product distribution. The company has a reputation for quality products especially in the area of soft drinks. Coca-Cola is also solid financially with easy access to large amounts of capital for investments in global infrastructure and new product development. The company’s 2009 total revenue exceeded $37.5 billion and its return to shareholders was $2.56 per share (Annual Report, 2009).
There are several areas related to the microenvironment that are of concern that needs to be brought the attention of the company leadership. First, the company has been slow to respond to changes in consumer demand. The company continues to focus the majority of its marketing efforts in developing countries on its soft drink products. ...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
(An Analysis of Coca-Colas Marketing Strategy Term Paper - 2, n.d.)
An Analysis of Coca-Colas Marketing Strategy Term Paper - 2. Retrieved from
(An Analysis of Coca-Colas Marketing Strategy Term Paper - 2)
An Analysis of Coca-Colas Marketing Strategy Term Paper - 2.
“An Analysis of Coca-Colas Marketing Strategy Term Paper - 2”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF An Analysis of Coca-Colas Marketing Strategy

Apple Marketing Strategy analysis

... higher pace. In order to manage and retain the existing customer base, Apple therefore has to come up with innovative strategic marketing approach to achieve the same. Considering the wider range of products, Apple’s marketing strategy may also face a challenge in terms of managing the entire portfolio of products at affordable costs. Apple’ s pricing strategy has been unique in the initial years of its new product launch however, subsequent variations are offered at relatively same price indicating that the firm may not continue to charge premium prices for its products due to introduction of new and cheaper substitutes. SWOT Analysis and its Impact on Business Strengths 1. Highest Quality Products 2. Strong Brand Image 3. Large Market...
10 Pages (2500 words) Essay

Marketing Strategy for Coca-Cola Company

... drinks producer, then anyone who requires such a product comprises this market. Therefore, when crafting a strategy to market to these people, there are some considerations that should be put in place. Many marketing writer put a market strategy as having four components which are the product, its price, its distribution dependent on the place and the promotion strategies to be used. Since the Coca-Cola Company is a multinational, none of the four components of its marketing strategy as the same in any place except for some products. But the factors of production are different. The analysis of why and how consumers make their purchases is the base onto which new products can be developed. For example, the analysis of the external factors...
5 Pages (1250 words) Case Study

Marketing Strategy Analysis 1

...?Cover Page Marketing Analysis Pepsicola Submitted by Marketing Strategy Analysis I Marketing November 20, Study focuses on the international strategies implemented by Pepsicola Company in conducting its worldwide operations. These strategies drive the growth of the company to being one of the top multi-national companies in the world. Company has employed regional segmentation, concentrated and differential marketing and various business structures to have a stronghold of customers. They have also tried universality of brands so that their products will have an international identity. In terms of advertising, they fall short to its fiercest competitor in the “cola-war”, Coca-Cola. Pepsi showed a competitive advantage in technology...
3 Pages (750 words) Assignment

Marketing Strategy Analysis 2

...? Marketing Strategy Analysis 2 Marketing Strategy Analysis 2 Wal-Mart is not specifically known for its immaculate service. In addition, the chain store lacks in breadth and cleanliness of product lines. However, what they lack in visuals, they make up for with a completely unparallel price and convenience competitiveness (Gimein, 2002). Wal-Mart has reevaluated the art of online marketing, using methods at huge and striking levels to become one of the top organizations in the broad history of corporate United States (Bachfischer, 2012). This paper will discuss the marketing strategies of Wal-Mart and provide an analysis of the reasons for its success. The firm’s online marketing strategy incorporates all features of online marketing...
3 Pages (750 words) Assignment

Marketing Strategy Analysis

... Essay, Marketing Topic: Marketing Strategy Analysis Starbucks is an American coffee company which is operating in many countries worldwide. It has the title of being the largest coffeehouse company with around 25,000 stores. It was established in 1971 in Seattle, Washington and has since then, opened up stores in around 62 stores. In 1996, Starbucks opened its first location outside North America in Tokyo, Japan. The marketing strategies used by the brand helped it to include itself into the American lifestyle quickly and expand into other international countries as well. These strategies proved to be an inspiration for other companies` marketing campaigns as well. The effectiveness of current marketing strategy of Starbucks can be judged...
3 Pages (750 words) Essay

Coca Colas Marketing Strategy

... world. Throughout the paper, COCA COLA Company is used as the main focus and object of discussion. The company’s marketing strategies and techniques will be reviewed and analyzed and will be use as examples and citations. The paper aims to answer questions such as how do Coca Cola’s marketing strategies and techniques contribute to its growth and success? What is the impact of marketing strategies in an organization on the 21st century and in future years? 2.0 Coca Cola’s Marketing Strategy: A Case Analysis 2.1 Company Background The Coca Cola Company is one of the world’s leaders in soft dink sales. It produces and distributes several brands of beverage internationally. The company also manufactures and distributes many fruit juices...
7 Pages (1750 words) Case Study

Marketing Strategy of Pepsi and Coca Cola

For the product itself, flavours are very alike to Coca-Colas. Pepsi have also broadened their product line to include other flavours and brands for example, Mountain Dew and also many different sizes, just as their competitor, to gain a greater segment of the market. In this paper we will study the marketing strategy, strengths, weaknesses, opportunities, threats and the future outlook of both the companies and their product. In order to have a full insight into the theme of the marketing strategies we will analyze the two well known brands separately
The "Coca-Cola" trademark was registered for the first time in 1893, although it was seven years earlier that pharmacist Dr John Styth created a fragrant caramel-coloured syrup...
18 Pages (4500 words) Essay

Coca-Cola's Marketing Strategy

The company has been accused of using up water from the aquifers that are around their production plants creating acute water shortages around. Anders approximates that the firm uses almost three litres of water to make just one litre of Coca-Cola (12). They have been accused of discharging toxic water containing Malathion, DDT and chlorpyrifos. These are pesticides, which are carcinogenic and are known to lead to individuals’ immune systems being compromised. Besides the obvious health, concerns a rising from the toxic waste from the firm poses a major environmental threat to water reserves and the soil (White et. al. 15). DDT is a non-biodegradable pesticide thus its effects in the soil have a long-term effect to the soil...
4 Pages (1000 words) Essay

Coca cola gb marketing and economic strategy

...Marketing Campaign The best marketing campaign that could fit Coca Cola is Online Marketing. The online campaign has to be characterized by arresting visuals and the lingering shot on the Coca Cola’s drink. Additionally, the campaign has to feature a UK’s celebrity, for example, a soccer star. The campaign has to look like the celebrity chosen, drinks a Coca Cola drink and crazy events happen in the streets. By using this campaign, Coca Cola demonstrates how it understands what many people are using the internet for- humorous video sharing (David, 2013). A celebrity appearing on the marketing campaign will build more awareness and position the brand effectively. UK’s market is very competitive; therefore, there is need for campaign...
1 Pages (250 words) Assignment

Coca Colas and Pepsis Marketing Strategies

... Multinational Corporations Table of Contents Table of Contents 0 Introduction: 1 Brief Overview of Companies: 1 The Firms and Their Products: 3 Coca Cola’s and Pepsi’s Marketing Strategies: 3 Conclusions: 8 References 9 Introduction: Globalization has created a big difference in the working of almost all companies across the world. Globalization is a word which has become one of primary importance in the current business world. This became dominant in the 90s when the cold war ended and the Soviet Union came to a sudden collapse and fell apart was separated. Globalization is the process of speedy yet steady change and integration of countries and the occurrences that happen with the use of foreign trade and a lot of foreign...
10 Pages (2500 words) Term Paper
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 An Analysis of Coca-Colas Marketing Strategy for FREE!

Contact Us