Introduction to the Coca-Cola Process
Added on 2020-04-07
18 Pages4359 Words50 Views
Mechanical EngineeringPsychology
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ContentsExecutive summary....................................................................................................................................3Introduction...............................................................................................................................................4Industry background..................................................................................................................................5SWOT analysis of Coca-Cola.......................................................................................................................6Marketing environment analysis...............................................................................................................8Macro-environment...............................................................................................................................8Demographics........................................................................................................................................9Micro-environment analysis................................................................................................................10Background of the company/brand.................................................................................................10Product overview.....................................................................................................................................10Core competencies..................................................................................................................................11Corporate partners..................................................................................................................................11Competitors.............................................................................................................................................12Market Segmentation, Targeting and positioning...................................................................................12Segmentation.......................................................................................................................................12Targeting..................................................................................................................................................12Positioning...............................................................................................................................................12Marketing mix..........................................................................................................................................13Product.................................................................................................................................................13Price.....................................................................................................................................................13Place.....................................................................................................................................................14Promotion............................................................................................................................................14Conclusion................................................................................................................................................15
Executive summaryThe report begins with an analysis of the internal environment of the company. The weaknesses of the company and its strengths are determined. This helps in identifyingthe areas that need improvements and identifying the strong areas of the business that can be utilized to develop new products. The opportunities of coca are investing in developing countries where the company has not utilized its full potential. The main threat of the company is increasing health concerns regarding its products. The external environment of Coca Cola including social cultural environment,economic environment,demographic environment,legal and political environments are also discussed. The report also contains an in depth analysis of the market segments and target marketing strategies that will be used to market this product. The marketing mix of the of Fruity juicy cola is also analyzed to help identify how the four Ps will becombined to market the product effectively.IntroductionCoca-Cola Company has been facing a challenge in the reduction of its sales volumes due to decline in the demand for its products. The slowing down in demand of Coca-Cola products has been due to health concerns about its products. The habits of consumers are changing and they are becoming more and more concerned about their health which means that the future of the company and majority of its products is nowat stake. The company, therefore, aims at developing a new brand of drink called Fruity Cola. The drink will be manufactured using natural organically grown fruits of different varieties. The brand will be premium and it is expected to become a
sensation in the market. This is because the products will not only a health concern but also it offers consumers very many health benefits. This report analyzes the marketing plan the company is planning to use to market its products globally. The marketing strategy explains the strategies to be undertaken by the company to help introduce the new product to the market and achieve the desired sales volumes (Lamb,Hair& McDaniel,2012). The first section of the report evaluates the background of thesoft drinks industry to help get an understanding of the level of competition and the factors that underline success in this industry. The report also contains a SWOT analysis of the company in order to identify the strengths and weaknesses of the company. This is followed by an analysis of the external marketing environment with factors such as culture and demographics being discussed. The possible market segmentation for the new product is done to help market the product better. Marketingmix for the company helps to identify the prices of the products and the distribution channels that will be used to distribute the product. Industry backgroundThe players in this industry mostly produce canned or bottled soft drinks. Some of them are carbonated soft drinks and others are still like bottled water. The soft drinks processing industry in Australia is very competitive and there are very many players in this industry. The soft drinks industry has experienced modest growth since the year 2012. There are also many factors that have constrained the growth of this sector such as changing consumer behavior and increasing health concerns related to the products in this industry. There has also been stiff competition between players in thisindustry. This has brought a price war whereby the industry players try to outdo one another based on pricing and therefore the prices for the products end up being too low. This has reduced the profit margins for this industry to very low levels. The soft
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