Environment analysis and market research: A case study of Coca Cola.
The Coca Cola Company has been among the world’s top companies that have been able to perform well in all the areas of the world. The company follows the latest strategic research and evaluation methods to formulate such strategic policies that helps in not only meeting the customer expectations and desires but also achieving various organizational goals and objectives.
The main threat of the company is not from the local producers but from the global producer Pepsi Co that has similar product line and methods of manufacturing and distribution.
The company expects to develop and grow its business in India. In this view the company has been making heavy investment and expects to control Indian beverage market in the coming years. The various methods used by the company to stay in business are discussed in this research.
Table of Contents
Executive Summary: 2
An introduction to Coca cola Company: 4
Environmental Review: 4
a. Economic Environment: 5
b. Cultural Environment: 5
c. Political Environment: 6
d. Regulatory Environment: 6
e. Buyers and Competitors: 6
Buyer Behavior: 7
a. Local Competitors: 8
b. Global Competitors: 8
Marketing Research: 9
a. Regional Strategy: 11
b. Market Entry Regional Strategy: 11
c. Market Entry Options: 12
Evaluation: 12
Marketing Strategy: 13
a. Product/Service: 13
b. Strategy Pricing: 13
c. Strategy Distribution: 14
d. Strategy Promotion: 14
e. Strategy Advertising: 14
Strategy Sources: 15
Conclusion: 15
Bibliography 15
An introduction to Coca cola Company:
The Coca-Cola Company is global well known company. The Company re-entered Indian markets in year 1993. The company had to leave earli...
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Therefore, the long-term brand of Coca cola and better pricing strategies would help in competing with Pepsi. Unlike, Pepsi, Coca cola had targeted entering into partnership and alliances with local distributors and firms. This helps to develop strong relationship within the domestic firms to reduce the domestic barriers and thus, enhance the company’s competitiveness (Thabet, 2015). Lastly, the Asian markets consist of related and supporting industries to the soft drink industry that helps the companies in gaining a strong competitive position in the markets. Based on the competitive advantage of nation’s model, Coca cola has more home based advantages to develop a competitive advantage in relation to other countries on a global
To handle the enormous scope of its business, the Coca-Cola Company has divided into six operating units: Middle and Far East Groups, Europe, The Latin America Group, The North America, The Africa Group and The Minute Maid Company. The head Quarter is in the United States. Methods of Research I will use The method of research which I will use is the secondary research, i.e. I have asked The Coca-Cola Company to send me their history and annual reports. I will also call The Coca-Cola Company office to ask some details, I will also use ask them some relevant questions (questionnaire method), interview the people on the high street and will do some research over the Internet. From those sources I am going to finish my all other tasks.
CASE 1-3: Coke and Pepsi Learn To Compete in India The political environment in India proved critical in that their government was unfavorable to foreign investors. They prohibited the import of soft drinks since they felt it could be gotten anywhere. They also prohibited the foreign brand name and wanted the name Lehar Pepsi and Coca-Cola India, an indigenous name. These effects couldn’t have be anticipated prior to entering the market because the trade policies, rules and regulations of India were difficult and unpredictable.
... objects and customer regions. Do making a clear differentiation image between its soft drinks and bottled water. Because the consumers may believe that bottled water of Nestle sounds healthier than Coca-Cola brand since Nestle tend to emphasize their image on healthy food products. Then do market test for new taste, new packaging, or new innovation according to each regions, and especially for Europe, the company should launch the new one to replace Dasani image in order to seize their market shares. They may renew all nutrients and packaging. Finally Coca-Cola should continue its joint ventures with the regional companies in order to protect their products from barriers to entry both international trade restrictions and distribution channels. Furthermore, joint venture with local brand is a long term contract guarantee to make it easier for HOD to a specific region.
The industry overall doesn’t have a lot of threat from outside forces in technology. Because of the length of time Pepsi and Coke have been in the industry they definitely have accumulated an abundance of brand loyalty and brand equity which can allow them to survive for a long time and this would allow them to use their brand equity when they differentiate their business by leveraging the name of the brand. Globalization has served as a boost to Pepsi and Coke from the up and coming economies. This opens up a great opportunity for them to take advantage of consumption in the emerging economies as compared to the US market. Both Coke and Pepsi have the non-carbonated drink market they can expand into for growth opportunities as the demand for sugary carbonated drinks starts to
The Coca-Cola Company is one biggest enterprise that people across a global is lots of consumed and recognized. Also, the company has organized structure of itself in terms of reflecting on the particular requirement of local market sensitively. (Coca Cola company Case study). In this essay will analysis achieving of company strategy and consider about responsiveness of product to customers. Responsiveness, however, have to consider the international business strategy that to be suitable with regional and analysis their supply chain through cost and efficiency trade-off. In addition this statement will be aware of swot of company as well.
The Coca-Cola Company was founded in 1892. Since its inception, the organization has seen a steady increase in its market share over the years, and to this day has operations in over 200 countries worldwide. To achieve such success in its competitive market, Coca-Cola has employed sound strategies that have helped it become among the leaders in its industry. The Coca-Cola Company utilizes Market Based Management (MBM) techniques as well as Value Driven Management (VDM) techniques within the organization and in its market to help the firm sustain its stronghold of the market.
Bottling Network: Both Coke and PepsiCo have franchisee agreements with their existing bottler’s who have rights in a certain geographic area in perpetuity. These agreements prohibit bottler’s from taking on new competing brands for similar products. Also with the recent consolidation among the bottler’s and the backward integration with both Coke and Pepsi buying significant percent of bottling companies, it is very difficult for a firm entering to find bottler’s willing to distribute their product.
Place: PepsiCo uses a global network for distributing its products to consumers. Most PepsiCo products are available at retailers, such as supermarkets, grocery stores, and convenience stores. However, customers can access PepsiCo-licensed merchandise like tumblers and t-shirts through retailers and their websites. Based on this element of the marketing mix, PepsiCo’s places for distributing its products are mostly non-online
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
This competitive advantage has been rendered sustainable as other players have found it difficult to catch up with the company's competitive strategy. In spite of this clear advantage, it was noted that the company faces some challenges being the world leader in soft drink distribution. The canning and bottling of the product which is done in many countries have now fallen into the hands of independent companies, thus it becomes hard for a given company to control the quality of the packaging
Coke Facts The Coca Cola Company Coca Cola India: Key Facts - Coca Cola Business, website: http://www.cokefacts.com/facts/facts_in_keyfacts.shtml
McDaniel, C., & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.