Marketing Plan for Coca Cola Essay example

1848 Words Dec 2nd, 2011 8 Pages
Executive summary
The principal activities of the Coca-Cola Company are the manufacture, distribution and marketing of nonalcoholic beverage concentrates and syrups. The Group owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages. Coca-cola also distributes a variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coca-Cola manufactures, or authorizes bottling partners to manufacture, fountain syrups, which it sells to fountain retailers, such as restaurants and convenience stores. Fountain retailers use the fountain syrups to produce finished beverages for immediate consumption.
Coca-Cola
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The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers.
Weaknesses: Coca-Cola has recently reported some declines in unit case volumes due to reduced consumer purchasing power. Research has shown that Latin America, Southeast Asia, and Japan account for about 35% of Coke's volume and none of these markets are performing to expectation. The down size of Coca-Cola is that it has negative effects on the teeth, which are a health care concern. It also contains a lot of sugar and continuous drinking of Coca-Cola may cause health problems.
Opportunities: Brand recognition is a significant factor affecting Coke's competitive position. Coca-Cola's brand name is known well throughout 94% of the world. The primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sales and industry positioning. Coca-Cola’s bottling system allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic area.
Threats: The threat of new viable competitors in the carbonated soft drink industry is not a huge concern but the threat of substitutes is a very real threat. The soft drink…

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