Coca-cola Marketing Plan

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Koch 1 Marketing Plan for Coca-Cola Company Coca-Cola Company Marketing Plan Daniel Koch Buena Vista University March 2013 Koch 2 Table of Contents Executive Summary…………………………………………………………………….3 Company Description…………………………………………………………………...4 Industry Analysis………………………………………………………………………..6 Target Market…………………………………………………………………………...8 The Four P’s……………………………………………………………………………..11 Evaluation of Marketing Mix…………………………………………………………....13 Works Cited……………………………………………………………………………..14 Koch 3 Executive Summary In 1886 Dr. John S. Pemberton created a distinctive tasting soft drink and in 1899 Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca‑Cola worldwide bottling system since then…show more content…
During the first year, sales averaged a modest nine servings per day in Atlanta. Today, daily servings of Coca‑Cola beverages are estimated at 1.9 billion globally. (Coca-Cola History, 2007-20011) Company’s Mission The mission of the Coca-Cola Company extends far beyond the manufacturing of beverage products, and focuses on the impact the company wants to make on the global customers who consume the Coca-Cola beverage products. The mission statement of the Coca-Cola Company is: "To refresh the world... To inspire moments of optimism and happiness...To create value and make a difference." (About.com, 2014) The company uses six P’s instead of four to help achieve Koch 5 growth. They have also defined six behaviors the employees embrace while they do their daily work. Management Chief Executive Officer Mr. Muhtar Kent has been the Chief Executive Officer of The Coca-Cola Company since April 23, 2009. Mr. Kent serves as the Global Chairman of the Board and Global Chief Executive Officer of Coca-Cola India Private Limited. He served as Executive Vice President of Coca-Cola Co. since February 16, 2006 and served as its Chief Operating Officer of North Asia Eurasia & Middle East Group from May 2005 to January 2006. He served as a Unite President of The Coca-Cola Company from May 2005 to December 2006. He served as the President of The Coca-Cola Company from December 2006 to June 2008 and as its Chief Operating Officer from

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