Marketing Strategy Analysis of Coca Cola

3259 Words Mar 28th, 2010 14 Pages

As a marketing consultant, working for Coca-Cola, you are required to provide them with a report based on your analysis of the situation highlighted in the attached report form the Guardian newspaper and your own research.

Your report should cover the following areas;

A marketing audit of their business

One new marketing objective for Coco-Cola. You should indicate the actions the company would have to undertake for the next twelve months to achieve this objective


This report serves as a comprehensive marketing audit of Coca-Cola. This audit examines the internal and external operating environment, the varied strengths, weaknesses, and other market forces driving change at Coca-Cola. To effectively conduct this
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The company publics consist of its shareholders and other stakeholders who include the government, media, community, financial organisations, employees and its consumers. These groups should be properly segmented to identify their needs, thereby enabling Coca-Cola to satisfy those needs and deliver a superior investment through consistent increases in profits and sales volumes.


Coca-Cola intermediaries' consist largely of their bottlers. Coca-Cola has constructed a worldwide bottling network; consisting both privately and jointly owned bottling operations. Banks and insurance companies are critical intermediaries. These relations must not be overlooked in the new market strategy.


Coca-Cola has approximately 1.4 millions customers throughout its countries. These customers range from small, independent retailers to large international supermarkets and restaurants chains. The changing needs and requirements must be continually assessed so that Coca-Cola can adapt and remain relevant.


One of Coca-Cola's main competitors is PepsiCo. "In 2005 PepsiCo market capitalisation reached 98.4bn and the market valued rival Coca-Cola at 97.9bn".� PepsiCo has reported increases in market capitalisation by 1.23% while Coco- Cola decreased-0.23% during the same period. Additionally, the non-alcoholic beverage

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