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Strategic decisions of coca cola
Marketing strategy of coca cola company pdf
Marketing strategy of coca cola company pdf
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Producing a New Soft Drink for Coca Cola
I am the marketing manager for Coca-cola enterprises and the task I
have been set is to produce a new soft drink to release upon the soft
drinks market.
The soft drinks market is in high demand of healthier alternatives to
some of the market leading brands, such as Coke and Dr Pepper, which
are in their maturity stage and have been for the past few decades.
“Marketing is about understanding the customer and ensuring that
products and services match existing and potential customer needs.”
Source: www.bized.ac.uk
I will have to analyse Coca-colas current status in the market and
come to a conclusion as to what product needs to be unleashed on to a
market, which is decreasing in popularity due to the health hazards
that most of the products have been labelled with.
“Marketing is also about looking at ways of influencing the behaviour
of customers.”
Source: www.bized.ac.uk
The consumer is obviously our focus, as is with most businesses, but
we will also have to examine; current trends in the market,
competitors, and also the constraints within the market, which may
affect the production of the product, such as prohibitions and laws.
What is Coca-colas current market status?
Coca-cola is the market leading soft drinks manufacturer. This has
been gained through the sales of some of their top selling soft
drinks.
Coca-colas product range determines their market status as it is the
source of their sales, so I will examine the products that are already
on the market using a method called the product life cycle and then
determine which of the products has the largest proportion of the
market share.
Coca cola has too many brands to evaluate accurately, so I will use
only their top name brands which generate them the most turnover. Here
are a few of them:
1.
The Porter’s model of competitive advantage of nations is based on four key elements including factor endowments, demand conditions, related and supporting industries and firm strategy, structure and rivalry. This makes it suitable in understanding the competition existing in the soft drinks industry in the Asian markets. The factor conditions identify the natural resources, climate, location, and demographics. Coca cola and Pepsi enjoy the growing population in the Asian markets (Yoffie, 2002). A higher population guarantees the two companies adequate revenues. Other factors include communication infrastructure and availability of skilled workers. Most of the Asian countries are embracing new technologies that grow much knowledge of the diverse beverage drinks. Secondly, the demand conditions play a significant role in enhancing competitiveness for the firms. Both Coca cola and Pepsi are an
Coca-Cola had emerged from a period of turmoil in 2005, sales were falling and there was limited synergy across international marketing efforts for the brand, which lead to inefficient usage of their resources and media budget. To correct this, a new leadership team was instilled with a renewed focus on strategized global marketing efforts and content creation. Specifically, a new team would be created out of the corporate headquarters in Atlanta to create synergy between the global and local positioning of the Coke brand by creating and locating content marketing campaigns that had potential global appeal.
The nature of selling product is catchy and entertaining advertisement and many of the audiences are more then likely unaware and do not know any better on what the product really is about.
Marketing for a New Coca Cola Drink The Coca Cola Company requires ideas on the development of a new fizzy Coca Cola Drink. It must utilise the flavours and styles of existing Coca Cola Fizzy Drinks, but capture a currently untapped or unfulfilled market segment. You need to consider the current market, find a suitable segment and develop a marketing strategy for your idea.
Crescent Pure has the opportunity to position their beverage in one of two different markets: energy drink or sports drink. With extensive research, Crescent will need to look at the benefits and drawbacks of each option and decide which market to enter. The struggle with this is that Crescent’s drink has many qualities that can make it go either direction. This drink posses 80 milligrams of caffeine which is on the lower side of the energy drinks. The biggest issue with entering the sports drink market is that is more expensive than the other options. To be successful the correct market needs to be assigned to this drink to have appropriate advertising to the target markets and placement within stores to reach the appropriate consumers. Choosing the wrong market have strong, negative effects.
water was added to the syrup to make the beverage that we know today as
introducing new soft drink, offer public taste test to the consumer and doing the unthinkable as
The marketing news story is about how Coca-Cola is going to further improve in terms of marketing to a fast paced world.
you can have a turn on the fortune wheel to win prizes such as Pepsi
PepsiCo discloses their stakeholder engagement as a contribution towards sustainability. As part of the company social responsibility and sustainability strategic planning, the company has put in place strict policies to guarantee a long-lasting relationship with all its stakeholders. According to the company website, ‘PepsiCo has established a strong relationship with NGOs and routinely engage them to leverage their areas of expertise or interest to help shape their CSR processes and tracking methods. These relationships have helped to better identify sustainability priorities that supports both the business model and the expectations of the stakeholders’ (PepsiCo 2013). PepsiCo invests mainly in activities linked to their chain of management, they totally applied Kramer and Porter’s ideas. Porter explains that businesses are socially responsible today because they realized that socially responsible activities build and develop credibility, integrity, and give competitive advantage.
In “Coca-Cola and Coco Frios”, a poem written by Martin Espanada, the author immediately introduces the theme of always being in touch with one’s culture, despite the circumstances of Puerto Rico adapting to the U.S.’s culture. Throughout the poem, the speaker exclaims how he’s tired of the having to taste of Coca-Cola while in his parents’ home country. It teaches how one should appreciate where they came from, knowing that there are situations where one cannot the full experience.
Coca-Cola and Pepsi are the two greatest competitors in the soft drink industry. A brief introduction and history of the two companies will provide a basis for understanding how the companies have come to be where they are today and how they run their companies. The company structure of each will also be briefly explained to provide an understanding of how management style is impacted.
Soft drinks are not proprietary products because anyone can make soft drinks. The only proprietorship is on patented flavors and brands.
regional bloc. These brands include Azam energy drink and Lavita soft drink from Uganda which are taking up the market share traditionally controlled by Coca cola company products. Further, Coca cola bottling companies in Uganda and Tanzania enjoy lower taxes in their countries making their products more affordable unlike their counterparts in Kenya, and this has led to transshipments from those countries leading to intra bottler’s competition. Another factor contributing to the proliferation of brands within the local market is the influx of cheap imports from countries in the Asian continent. This has introduced even more brands in an already overcrowded market. Therefore, this means that the soft drink industry is one of the sectors of the
In this essay, as a group we have chosen to use Coca Cola as our chosen business, and within the group I have selected to use Human Resources as my function to talk about their external and internal environment, theories and key issues that they are facing.