Strategic Marketing - Essay Example

This is where marketing models like market segmentation, differentiation, positioning, come into play to ensure success when other rivals have failed to capture and maintain niche markets. “Marketing practitioners often find themselves so preoccupied with the hard work of running marketing programs, supervising staff and sales force, and attending to the day-to-day grind that they lose sight of the Big Picture. However, it is essential every once in a while to step back, gain a little perspective, and engage in some serious strategizing.

” (The Strategic Marketing Plan 2000). The success story of Coca Cola is primarily due to the excellent marketing strategizing and market positioning undertaken by it over the last 120 years of gainful existence. Its resilience and innate fighting qualities in surmounting business challenges, both external and internal, and the saga of Coca Cola’s victory in the international arena, could be the subject matter for a Case Study. It is proposed to analyse of the brand position of Coca Cola, a popular brand of non-alcoholic beverage, which has an international branding network in nearly 200 countries across the globe “The Coca-Cola Company is the worlds largest non-alcoholic beverage company.

Along with the Coca-Cola® trademark, recognized as the worlds most valuable brand, the Company markets four of the worlds top five nonalcoholic sparkling beverage brands, including Coca-Cola, Diet Coke®, Fanta® and Sprite® beverages, and a wide range of other non-alcoholic beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the worlds largest beverage distribution system, consumers in more than 200 countries enjoy the Companys beverages at a rate exceeding 1.

4 billion servings each day.” (News Release: The Coca-Cola Company Releases: 2006). Pepsi lays claims to be a major business rival