Strategic Marketing Plan - Coca Cola Company Assignment

Running Head: COCA COLA COMPANY STRATEGIC MARKETING PLAN 1
Coca Cola Strategic Marketing Plan
Student’s Name
Institution

Coca Cola Company Strategic Marketing Plan 2
Executive Summary
The Coca Cola Company is known to the giant in the soft drink industry, although over
the past year its managerial systems has been questioned by its prospective shareholders about its
ineffectiveness in conducting a marketing research plan. As a result, the company is in questing
of acquiring help from the various service providers in drafting a brilliant marketing plan which
will be useful for the firm in attaining its stated objectives and goals in an effective manner.
Furthermore, it will greatly help the company recuperating the initial dominance in the soft drink
market industry. Through the institution of the reincarnation of the company’s marketing plan
every section of the firms plan will be critically evaluated and keenly examined through research
(Wang, 2015). On the contrary, the examination will take into account various techniques such
as conducting marketing research, auditing, evaluating the company’s present economic progress
and poring over the potential openings for Coca Cola in the soft drink marketplace.
Table of Contents

Coca Cola Company Strategic Marketing Plan 3
Executive Summary.............................................................................................................2
Introduction..........................................................................................................................5
Background......................................................................................................................5
Coca Cola’s Product Line................................................................................................5
Situation Analysis................................................................................................................6
Demographic forces.........................................................................................................7
Socio-cultural forces........................................................................................................7
Economic forces..............................................................................................................8
Technological forces........................................................................................................8
Competitive forces...........................................................................................................8
Regulatory forces.............................................................................................................9
Market Product Focus..........................................................................................................9
Coca Cola Target Market Profile and Persona Canada...................................................9
Positioning Statement....................................................................................................10
Positioning Map.............................................................................................................12

Coca Cola Company Strategic Marketing Plan 4
Marketing Program............................................................................................................13
Product...........................................................................................................................13
Place...............................................................................................................................14
Price...............................................................................................................................14
Pricing Strategies and Tactics....................................................................................15
Pricing methods.........................................................................................................15
Promotion......................................................................................................................16
Sales Forecast, and Marketing Budget..............................................................................16
Implementing Plan (Marketing Plan)................................................................................17
Monitoring and Controlling...........................................................................................18
Market Research........................................................................................................19
Factors Influencing Consumer Choice......................................................................20
Conclusion and Recommendation.....................................................................................20
Introduction