Coca-Cola Marketing Plan

2551 Words Mar 26th, 2012 11 Pages
The Coca-Cola Company
MKT300
October 8, 2008

A. Introduction
The Coca-Cola Company is the world's largest beverage company, operating in over 200 countries with a product line that includes over 2,800 diverse items. The company's primary responsibility is to develop concentrates, beverage bases and syrups, which are sold to bottling companies that comprise the world's largest beverage distribution system. In addition to product development, the Coca-Cola Company is responsible for product marketing. Their mission is to refresh the world, inspire moments of optimism, and to create value and make a difference.

B. External Environment
Socio-Cultural Factors
Coca-Cola is recognized as the world's most valuable brand. The company
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The Coca-Cola Company should address external technological threats by investing directly in applied research to improve recording and monitoring of the sales, production and delivery process between the Coca-Cola Company and the bottling companies (p. 90).
Competitive Factors
Consumer tastes and needs are ever changing. With the new focus on health and nutrition and concerns with obesity, many consumers are changing their behaviors and products choices. Tea products, bottled water and energy drinks have become favored as opposed to the typical soft drink. This is an external threat to the Coca-Cola Company, as these changes in preferences have increased the number of competitors in the industry. The Coca-Cola Company is not only in competition with soft drink companies, like PepsiCo, Inc., but with other unassuming companies like Unilever, Kraft Foods, and Nestle. The Coca-Cola Company must continue aggressive efforts in responsible marketing, community investment and product development to hold the No. 1 place in sales of juice, ready-to-drink coffees, and teas. Surprisingly, Coca-Cola is ranked No. 3 in soft drinks, but their No. 1 ranking in juices, teas and coffee products indicate that they are in touch with their consumer's interests, and that they understand that soft drinks cannot be their sole products in order to sustain business.

C. Target Market
The primary

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