Thorough Analysis of Coca-Cola's Market Situation and Marketing Mix

Running head: Fundamentals of Marketing
Fundamentals of Marketing
Name of the Student
Name of the University
Author Note

1FUNDAMENTALS OF MARKETING
Executive Summary: This paper tries to conduct a thorough analysis of the present market
situation of Coca-Cola. It also suggests changes that can be made by the Coca-Cola Company
while manufacturing its beverages. It also suggests a new product that can be made exclusively
for children. The paper also highlights the range of products available, the customer groups,
Porter’s Five Forces Model in relation to Coca-Cola, a PESTLE analysis of Coca-Cola and the
Marketing Mix of Coca-Cola.

2FUNDAMENTALS OF MARKETING
Table of Contents
INTRODUCTION:..........................................................................................................................6
Line of Products:..............................................................................................................................6
Customer Groups:............................................................................................................................7
Key factors of both Micro and Macro Environments of Coca-Cola Company:..............................7
1. Bargaining power of suppliers:............................................................................................7
2. Bargaining power of buyers or consumers:.........................................................................7
3. Threat of New Entrants:.......................................................................................................8
4. Threat of Substitutes:...........................................................................................................8
5. Competitive Rivalry between existing players:...................................................................8
PESTLE Analysis of Coca-Cola:.............................................................................................9
1. Political Factors:..................................................................................................................9
2. Economical Factors:............................................................................................................9
3. Social Factors:...................................................................................................................10
4. Technological Factors:.......................................................................................................10
5. Legal Factors:....................................................................................................................10
6. Environmental Factors:......................................................................................................11
Marketing Mix of Coca-Cola:.......................................................................................................11

3FUNDAMENTALS OF MARKETING
1. Product:..............................................................................................................................11
2. Place:..................................................................................................................................12
3. Price:..................................................................................................................................12
4. Promotion:.........................................................................................................................12
Conclusion:....................................................................................................................................12
REFERENCES:.............................................................................................................................13