Marketing Strategies of a Company

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Marketing Strategies of a Company

1. TERMS OF REFERENECE

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The marketing management uses marketing strategies in order to meet

the customer’s needs. The marketing strategy involves pricing,

advertising, branding, packaging, publicity, public relations (PR),

sales promotions, merchandising, and distribution. Satisfying the

customers by differentiating their product to competitors using the

Marketing Strategy. The marketing plan usually covers following

elements:

* How the strategy is based on the principles of marketing

* How marketer used sources of primary and secondary marketing

information

* How marketer analysed the marketing context and decided on an

appropriate strategy

* How marketer would develop a coherent strategies to meet consumer

needs

· An evaluation of the reliability of the different marketing

strategies used

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2. EXECUTIVE SUMMARY

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The marketing campaign for the project is going to be devised for the

Coca-Cola Company.

[IMAGE]

Figure 1. Coca-Cola Trademark

The company is the largest manufacturer, distributor and marketer of

nonalcoholic beverage concentrates and syrups in the world. Finished

beverage products bearing its trademarks (Figure 1), sold in the

United States since1886, are now sold nearly 400 brands in more than

200 countries and include the leading soft drink products in most of

these countries.

The project focuses on analysis of reasons for the company’s

performance, providing PEST, SWOT, and marketing models analyses to

examine its external and internal environments via diversified

analyses directions. The project also evaluates company’s

segmentation, targeting and positioning, subsequently provides the

recommendations.

3. BUSINESS OBJECTIVES

Coca-Cola Company articulates its missions as a promise: Our Company

exists to benefit and refresh everyone it touches[1]. The project

generalizes company’s basic objectives as six items, and how they can

be achieved are as follows:

l Accelerate carbonated soft-drink growth, led by Coca-Cola

Coca-Cola is the eternal topic and foundation of the Coca-Cola

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