What Is the Role of Strategic Marketing in an Organization? Discuss the Role of Strategic Marketing at Coke After 2000.

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What is the role of strategic marketing in an organization? Discuss the role of strategic marketing at Coke after 2000.
Strategic Marketing can help you make sure you choose the right products and services that your consumers need. A marketing strategy looks at all aspects of selling activities, helps each strategy support the next and makes sure all departments involved are aware of what the others are doing.
Strategic Marketing is a way in which the firm capitalizes its current and potential strength to provide better value to its customers.
Coke revamped its entire Marketing Strategy post 2000 to counter its declining popularity and counter increasing competition.
Cokes New Marketing Strategy

1. Create Liquid Content: This
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(Eg: Major Sponsors of Cricket Matches, Para-Olympics, Social and Youth events like Concerts, Food Mela Basant Festivals.

Coca-Cola sponsored the “GoRed” campaign in Lahore during the heat wave in summer where highly discounted chilled Coke was offered at strategically placed kiosks all over the city.)

1.2 Explain the processes involved in strategic marketing. Illustrate your answer with examples from Coke.

The Strategic Marketing process is essentially divided into three phases: planning, implementation, and evaluation.

i) Planning Phase: The planning phase of the Marketing process comprises of 3 steps

a)SWOT Analysis: Strengths, Weaknesses, Threats and Opportunities. The SWOT Analysis can be the basis for these kinds of specific actions
Build on strength: Bottling Network: Coca-Cola teaming up with 275 bottling companies allows it to distribute products all over the world.
Correct a weakness: Undiversified product portfolio. Unlike its competitors, Coca Cola is still focusing only on selling beverage, which puts the firm at disadvantage.
Exploit an opportunity: Healthy Options. Coca-Cola’s healthy drinks experienced the greatest growth in revenue and U.S. share gain in 2011
Avoid a disaster-laden threat: Health Concerns. The greatest threat to Coca-Cola’s dominance resides in general health

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