Coca-Cola Amatil Marketing Plan

Coca-Cola Amatil Marketing plan
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Coca-Cola Amatil Marketing plan
1. EXECUTIVE SUMMARY
This paper analyses the current market conditions under which Coca-Cola Amatil is
operating in, its competitors, their marketing strategies, and efforts. It then provides a marketing
plan that entails strategic marketing directions of the company in the next two years. The plan
also provides the firm's SWOT analysis in which it discusses the strengths, opportunities,
weaknesses, and threats the company is experiencing in its market structure. lastly, the plan gives
the allocating budget, development performance review, planning marketing tactics, and a Gantt
chart that will guide the marketing plan implementation. As per the report, international markets
analysis is also another marketing opportunity that the firm has to enjoy. Therefore, the report
recommends that Coca-Cola should greatly analyze the foreign markets to determine whether its
products can perform better there. This will greatly help the company as the additional
competitors is usually at growth stages hence cannot afford serving international, markets.
However, the company should be aware of the expenses it will be exposed to because of
operating in foreign markets.
2. INTRODUCTION
Coca-Cola Amatil(CCA) is the largest bottler of ready to drink beverages in Asia-Pacific.
The company serves six countries such as Fiji, Indonesia, Samoa, Australia, New Zealand, and
Papua New Guinea1. In 1972, Coca-Cola Amatil was included on the list of the Australian Stock
Exchange. At first, the company was dealing in tobacco. In 1964, it made its first foray in snacks
and soft drinks after it had bought Coca-Cola Company. Eventually, these products became the
1 Andini, R. A., & Simatupang, T. M. A process simulation of inventory planning and control for Minute
Maid Pulpy at Coca-Cola. International Journal of Logistics Systems and Management, 17(1), (2014). 66-82.

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major focus of the company. 30.8% shares in the company are owned by the Coca-Cola
company2. Still, both Coca-Cola Company and Coca-Cola Amatil have joint ownership of Coca-
Cola Bottling Company established in Indonesia. Coca-Cola Amatil comprises of a variety of
products3. These include iced tea, energy drinks, flavored milk, sports drink, and so many others.
The company employs over 14700 people in all the six countries it distributes its products in.
Mission Statement
"To inspire moments of happiness and possibilities for young Australians."
Vision
 To create multiple moments of possibilities and happiness for the customers we serve, in
the community we operate in and for the stakeholders in our company.
Values
 We are always open and straightforward
 Our main focus is one today and tomorrow
 We get into the initiative and take responsibility of the outcome.
3. OBJECTIVES
To increase sales of our products: This will be attained through developing strategic marketing
directions since the sales for our products are most likely to decrease due to presence of
additional competitors in the market4.
2 Powell, D., & Gard, M. The governmentality of childhood obesity: Coca-Cola, public health and primary
schools. Discourse: Studies in the Cultural Politics of Education, 36(6), (2015). 854-867.
3 Andreyeva, T, et al. Grocery store beverage choices by participants in federal food assistance and
nutrition programs. American journal of preventive medicine, 43(4), (2012). 411-418.
4 Baah, S., & Bohaker, L. The Coca-Cola Company. Culture, 16, 17. (2015).

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To expand our market share: Considering the fact that the new competitors in the market will
share the market share for our products. Then the marketing plan will aim at maintain the current
market share of the company as well as expanding it further in the next two years.
To target new consumers: Since the already available consumer base will be shared by the
additional competitors in the market, this marketing planning looks forward at attracting new
customers who can help the company increase its sales5.
To increase profits. Although this marketing planning aims at achieving all the above objectives,
its main objective is to increase profits for the company. This is because profits are the major
reason for operation of every business6.
4. MARKETING ANALYSIS
4.1 Planning marketing analysis
Coca-Cola Amatil is part of the beverage industry, which is one of the industries
experiencing stiff competition in Australia. Coca-Cola Amatil is the most significant competitor
in this industry. When combined with Schweppes, both companies take up a market share of
84%. However, there are also other strong competitors in the market such as PepsiCo, Kirks and
Golden Circle. The market size of the soft drinks industry is growing at a very fast rate. This is
accounted to the fact that soft drinks have always been the prime choice of consumers which are
bought at any time in any place. Currently, the market size of soft drinks is at USD 190.9.
According to Goldstein Research analyst, the market size is forecasted to reach 5813 million
dollars by 20257. The rate at which the soft drinks market is growing is mainly because of the
5 Brownell, K. D. et al. The public health and economic benefits of taxing sugar-sweetened beverages. New
England journal of medicine, 361(16), (2012). 1599-1605.
6 Carlon, S et al. How close are taxable income and accounting profit? An empirical study of large Australian
companies. In Australian Tax Forum (Vol. 28, No. 3, (2013, September). pp. 641-677).
7 Chappelow, J. Oligopoly. (2019). Retrieved from https://www.investopedia.com/terms/o/oligopoly.asp