Marketing Analysis : Coca Cola Company

In this assignment I’m going to describe how the marketing research information is used in order to understand customers, competitors and the market environment in a company like Coca Cola. I’m also going to describe how the link between the principles of marketing are applied within the Coca Cola Company and the marketing research activities used by the same organisation.

1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).

Coca Cola was born in the laboratory of Dr. John Pemberton in May 1886 in Atlanta, Georgia. Coca-Cola's own name was made by Frank Robinson. And marketed for the first time with an ad of banners with the inscription of oil paints labeled "drink Coca Cola". Although it was the title of "brand of the century", Frank Robison had experienced a loss in sales. Coca Cola formula then bought by Asa Chandler in 1892 that heavily promoting senhingga experiencing huge profits. Coca cola increasingly global sales thanks to independent bottling firms with licenses to other countries and this is maintained until now.

According to David Cravens and others “Target market is a group of existing or potential customers within a specific product market towards which an organisation directs its marketing efforts”. Coca cola company follow Total market approach; therefore, company develops a single marketing mix and directs it at the whole market for their products.

The customers of Coca Cola consist of a large group of international retailing chains, restaurants and many small independent businesses. They also, have a large market segment those caterers to young people who make up a larger percentage of their revenue. The “customers are at the centre of everything we do” (coca-colahellenic.com). Customer inclination is focus around the business core values. This way building true affiliation, gives the ability to maintain sustainable value and lucrative growth in the business and for the customers in the marketplace. The coca Cola

In order to achieve the maximum degree of success that is possible within the context of the consumer marketplace, it necessary that a company possess a profound commitment to the meeting of consumer needs and the cultivation of consumer satisfaction. In order to properly pursue such a commitment, it is frequently necessary that a company adjust its overall set of strategic priorities with regards to the requirements that are necessary in order to meet the company’s goals and objectives. Coca-Cola is a firm that is committed to a comprehensive vision concerning the

Coca-Cola is the largest non-alcohol beverage manufacturer in the world, which holds approximate 43% market share. The firm is also ranked in top 20 in the Fortune 500 in terms of the largest capital with over 100 billion dollars in assets. John Stith Pemberton is the founder of the firm, which is headquartered in Atlanta, Georgia. During its 100 years of history, Coca-Cola has grown its businesses substantially in the globe. Currently, the firm presents over 160 countries, including China, India, Japan, and South East Asia countries. The main objectives of the firm that is it can serve its products to all consumers in the globe, and expands its businesses to the majority of strategic regions. In order to grow and expand its present to the other major markets, Coca-Cola executes its marketing strategies based on three different categories, including price, place, partnerships, and core products. These marketing methods have supported Coca-Cola to sustain, and grow in the soft drink industry.

reduce cost as well. Coca Cola is working to drive productivity and continuous savings across us

When a business creates a new product, they consider the techniques they are going to use carefully, because the techniques will enable them to advertise and market their product to the public. If the techniques are carefully planned, then the product they create is likely to perform well in the market, which will increase the business growth. Coca-Cola puts a lot of effort in marketing their products, and it seems to have paid off as they have obtained very large amount of sales thus leading to high profit margins for the business. Coca-Cola has gradually been increasing the amount of money they spend on advertising each year. Every year, they are trying to improve the reputation of the company by making it recognised more every year,

When a business creates a new product, they consider the techniques they are going to use carefully, because the techniques will enable them to advertise and market their product to the public. If the techniques are carefully planned, then the product they create is likely to perform well in the market, which will increase the business growth. Coca-Cola puts a lot of effort in marketing their products, and it seems to have paid off as they have obtained very large amount of sales thus leading to high profit margins for the business. Coca-Cola has gradually been increasing the amount of money they spend on advertising each year. Every year, they are trying to improve the reputation of the company by making it recognised more every year, because if they are increasing the amount of money spent on advertising each year, this means more people in the world are getting to know about Coca-Cola’s products. However, they still spend far less than some of its competitors, such as Pepsi which shows that apple budget their expense well, and this will help minimise their losses.

Since its introduction in 1886, Coca-Cola has applied a multitude of global marketing strategies through their advertising campaigns to guarantee their dominant position in the marketplace. The current technology-driven lifestyle has led to an expansion of marketing techniques to keep up with the societal demands and trends worldwide. The introduction of a new marketing approach coalesces the various product offerings within the Coca-Cola product line under a single campaign.

This study is conducted in order to carry out the company’s overall strategic marketing reasoning and evaluate the organizational resources. The report will highlight the Value Creation, Competitive Strategies adopted and the competitive advantage Coca Cola USA has over its competitors in the country.

Coca- Cola is a widely recognized brand due to their effective marketing strategies. In 1946, Coca-Cola ads focused on associating its brand within the American Dream lifestyle. They did this by placing Coke directly within a happy family setting that exuded leisure and represented opportunity. This 1946 ad was a model showing the goal of the American Dream and the important position Coke held within achieving this goal. However, in 2013 Coca-Cola ads switched their focus to becoming a more health conscious brand. This 2013 ad reflected how our current generation was under greater pressure and plagued with poor health choices. In the ad, Coke helped people recognize the importance of enjoying life by taking a break from their high stress schedule. It also featured Coke Zero, which is a healthier option that addresses our current health problems and provides a solution. Both ads show how the standards of a “good life” have changed. In the 1940’s, people gave importance to achieving the American Dream lifestyle, whereas in the 2000’s, we are defining a “good life” as simply being healthy and happy.

By contract with the Coca-Cola Company on its neighborhood backups, nearby organizations are approved to container and offer organization soda pops inside certain regional limits and under conditions that guarantee the most elevated principles of value and consistency.

The Coca-Cola Company is considered one of the largest distributors, marketers and manufactures of soft drink syrups and concentrates internationally (Bodden, 2009). Headquartered in Atlanta, Georgia, in America, it is popularly known for its Coca-Cola flagship product, and is among the biggest corporations in the United States. Presently, Coca-Cola is a globally known soft drink company with further ambitious plans of growing the brand to places it has no presence. The majority of the soft drinks in the vending machines and coolers in the United States are owned by Coca-Cola. Some of these soft drink brands include Coca-Cola and its sub brands, such as Sprite, Fanta, PowerAde, Dr. Pepper and Oasis (Bodden, 2009). The company also produces sports and fruit juice drinks. Coca-Cola 's global presence is phenomenal and its brand logo, colors, advertising and pricing strategies are considered among the best and most recognized worldwide. So, what pricing strategy has made Coca-Cola successful as compared to its competitors? In order to answer this question, we will look at the pricing strategies of three Coca-Cola products that include Coca-Cola, Fanta and Sprite, and how Pepsi Cola can gain a competitive advantage.