MK0272 Essay

3670 Words15 Pages
MODULE TITLE: MARKETING PLANNING AND RESEARCH
MODULE CODE: MK0272
STUDENT NAME: LU XUELU
STUDENT NUMBER: 13039825
HAND IN DATE: 01.07.2014
TUTOR: ANDERS WAPPLING
WORLDS:

1.0
Executive summary…………………………………………………. 2
2.0 External environment analysis…………………………………2
3.0 Market strategy…………………………………………………….....5
4.0 Marketing research result ………………………………….....6
5.0 Marketing mix summary………………………………………...9
6.0 and 7.0 Detailed strategy for promotion and Controls…10
8.0 Reflection Stateme…………………………………………..... 13
Reference list…………………………………………………….........16
Appendices……………………………………………………............19

1.0 Executive summary
The Coca-Cola Company
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Threat of substitute products
As is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.
Bargaining power of customer
With thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.
Bargaining power of suppliers
As the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.
Intensity of competitive rivalry
Relied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share in the relevant industry.

Competitive Advantage

Lower Cost Differentiation

As can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. Furthermore, its promotion campaign and packaging strategy also differentiate Coca-Cola from

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