This report presents a marketing plan for Coca-Cola Company, including mission statement, summary of business performance, assumptions, industry level analysis, market segmentation, portfolio summary, critical success factors, and financial projection.
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INDIVIDUAL MARKETING PLAN
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Table of Contents INTRODUCTION...........................................................................................................................3 Mission statement........................................................................................................................3 Summary of business performance.............................................................................................3 Assumptions................................................................................................................................8 Industry level analysis.................................................................................................................9 Market segmentation.................................................................................................................10 PORTFOLIO SUMMARY.......................................................................................................10 CRITICAL SUCCESS FACTORS...........................................................................................11 Portfolio Summary...................................................................................................................13 Objectives and strategies..........................................................................................................14 Link to the strategic objectives................................................................................................15 CONCLUSION.............................................................................................................................15 REFERENCES..............................................................................................................................16
INTRODUCTION The report aims to present marketing planfor coca-cola company. Marketing is the foremost function and an effective area to gain success in the market. It helps in analysing competition and take necessary actions to deal with them. The organisation is required to take effective decisions for product, price, place and promotional. Marketing plan is a procedure which helps in driving it the strategies that can be helpful to attain competitive edge into market.This report is going to carry out marketing plan for Coca-Cola company. It is one of the finest and global manufacturer of coca-cola drink. The company was first establishedin 1886 in United States. The company sells varieties of drinks which give a refreshing taste and flavour in all over the market (Drummond,O'Toole,and McGrath, 2020). The company hasgreat market reputation as it sells the best formula for their drinks. It believes in bringing necessary change and innovation by launching in varieties such as Diet coke, zero sugar Coca-cola and many more flavours in it. The company has effective and attractive marketing strategies as they always represent its drinks by giving it a unique tag line.The report is going to present mission, vision, strategies, financial data , competitors analysis and analysation of overall expansion of company. Mission statement Coca – Cola: to give refreshing and inspiring moments to the worldin mind, body, spiritand happiness. The world most reputed brand has its mission to enable a refreshing taste to consume in all occasion and at anytime, anywhere. Their aim is to established a global brand name by launchingcoke in every flavour and for all the kinds of customer choices. Coca-colahasits mission to come up with new product through its existing formula in order to gain the customer trust and engagement back. The company is tend to implement all the sustainable practices to keep the quality is on top of their competitor list. Summary of business performance Coca-cola is the leading organisation in retail sector. The company has maintained its growth in all over the world but face some issues due to making regular changes in the product. Coca-cola was known for its most existing and refreshing flavour which give the through competition into market (Gregoric and et.al., 2021). The company address and deal with many global issues such in labour laws, sustainable development and product. The company has attain
revenue of $8997 million in 2020 as per the financial report of the company. It shows that the company have took rise by $1.79 per share. Financial performance of three years of the Coca-Cola is: Year endedTurnover (£ M)Profit before tax (£ M)Net profit (£ M)Basiceps(p) 28 March 2020$605797701.951.3 30 March 20197058104092.112.1 31 March 2018709998862.081.6 The company has took growth in the recent situation of market as it involved much new changes about health protocols of the society (Kraus,Kraus, and Osetskyi, 2020). Also, the company needs to attain more sustainability standards which is necessary to keep the growth in future market. Financial projection The financial program of the Coca Cole is to represent the financial dealings and presentation of the business there by measuring the assets, equity and liabilities of the business. Budget
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Assumptions The marketing plan is basically rely on the growth of new goods that is an effective and potential that are suitable for individuals. It will also be advantageous for the managerial situation. The target market of Coca Cola are basically for adults and as all the drinks are created with appropriate terms (Amalia,Widyakto, and NSS,2021). The another is classification of the challengers that will be supportable in identifying the diverse tactics that has to be undertake by the business.
Industry level analysis Framework for competitor identification Verticaldifferentiators/Vertical Substitutors Pepsi Co, Red Bull IV Direct rivals/ Substitutors Fanta, Sprite I III Weak competitor/ Non-competitor Mountain Dew, Dr Pepper II Potentialdirectrivals/Latent Substitutors Diet Pepsi, Nestle LowHigh Capability Equivalence Vertical differentiators -Pepsi Co –This management functions in various diverse fields that involves the divisions in which they offer the drinks related goods to their customers(Benedek, 2021). As the main cause in which they are deficient is the multinational presence of the nation as due to which they face the inconsistent profits.Red Bull -They offers the specific and most variety of flavours through which they have an effective trade of dealings. The drink that they offers to consumers is unique because of which they create the distinction of their business in the field of marketplace. Direct rivals -Fanta –They offers an effective and efficient brands to their customer that covers unique designoftheirproductsthatmakesthemhighlyrecommendedinthefieldof marketplace. They are performing for diverse sustainability operations in which they create the engagement of corporate social responsibilities(Cairns,2021). They are now performing with several divisions in an effective and efficient manner.
Sprite -It is also an international brand that gives direct challenge to various brands. It is the direct challenger in the UK where they have try to overtake various business in last few years. They offers unique sort of drinking flavours to their customers. Weak competitors -Mountain Dew –It is a brand that offers several sort of goods that are needed by the customers. It has made the enlargement in various fields of the marketplace but still they are termed to be the weakest compared to another covering the existence of the business in limited field of area(Camilleri, ed., 2021).Dr Pepper –By evaluating the management of the business then the work of it is not high as compare with that of another challengers in the present field of marketplace. Potential direct rivals -Diet Pepsi -It is an online retail business that functions in various sectors that was functioningthemanagementinanautonomousmannerinwhichtheyhavenow developed its company in 162 locations as across to the nation. It has experienced the issue of business difficulty but they are dealing up with it by diverse tactics. Nestle -It is a an effective brand that have around more than hundreds of linking and the turnover that is also immense of this business. But they have to endure the issues of low border as because of the discounts. Market segmentation Marketsegmentationistheprocedurethesectionwiththesameaspectsofthe individuals. The business utilise the demographical segmentation in which it creates the section of those individual who are above the age of 20 who have good taste in it. It is the basic cause why they develop the target of individual only to those particular individual (DELISLE, 2021). They will also concentrates on the group of personality who are same in their orientation and the reason for that they are creating the same sort of goods than the demands of those goods that might also be terms of their customers. PORTFOLIO SUMMARY Market attractiveness is the procedure that are utilised as per to an efficient analysis of the chances for the market to provide the management with an effective acknowledgement of variouscomponentsthatarepresentinthemarketwiththepurposeofmeasuringthe development rate and market size and it might also undertake the external factors like access to
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the products, managerial skill and global challenge. As there are broad term of the division in terms of the goods that is provided by Coca Cola and the goods that are comfortable and biodegradable packaging (Doshi,Ranganathan, and Rao, 2021). As on the other hand, the management require to follow the division of their consumer in diverse way that involves income rate, age, behavioural, lifestyle and geographical factor. By this, management undertake the competitive position and market attractiveness in terms of managing, sustainability and so on. Market attractiveness factors WeightingScore per product-market P-M1P-M2P-M3P-M4 SWSWSWSW Youngsters2081.671.471.471. 4 taste3061.851.551.551. 5 Cost focus2071.471.45191. 8 Consumer needs and preference 3092.782.492.772. 1 Total100327.5276.7266.6286. 8 CRITICAL SUCCESS FACTORS Criticalsuccessfactoristermedasthemanagerialtermthatareessentialforthe management to accomplishing success and attaining managerial mission and aims. Management should aware of such critical success factors and dynamical changes in these factors for accomplishing success in competitive business situation.
For youngsters Critical Success factorsWeightingScore per product-market Pepsi CoRed BullMountain Dew Nestle SWSWSWSW More flavours2071.481.65181.6 Home delivery3061.851.592.751.5 Food and drinks2071.471.45191.8 Affordability3082.492.761.861.8 Total100287297.2256.5286.7 For taste Critical Success factorsWeightingScore per product-market Pepsi CoRed BullMountain Dew Nestle SWSWSWSW Timely update of new stock 3051.572.182.451.5 More addition of flavours 3061.861.851.551.5 Taste2071.471.461.240.8 Quality2071.492.791.871.4 Total100256.1298286.9215.2 For Cost focus Critical Success factorsWeightingScore per product-market Pepsi CoRed BullMountain Dew Nestle SWSWSWSW Affordable3092.792.761.892.7
Accessible2061.2515151 Durable2081.681.65191.8 Durable3092.782.492.772.1 Total100328.2307.7256.5307.6 For Consumer needs and preference Critical Success factorsWeightingScore per product-market Pepsi CoRed BullMountain Dew Nestle SWSWSWSW Attitude2081.671.471.471.4 Timeliness3061.851.551.551.5 Empathy2071.471.45191.8 Dependability3092.782.492.772.1 Total100327.5276.7266.6286.8 Portfolio Summary Direction policy structure will supports in classification of managerial actions as per to the strengths and market attractiveness(Hindersson,2021). The direction policy framework is followed as according to the customer sections of Coca Cola for the new good of an effective and potential line that are as follows - Invest for growthInvest to improve MaintainDivest S1S2S3 S4
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The initial section for the new managerial series involves the customer who have suitable purpose to buy their products to decrease their carbon footprint. This section have high market attractiveness and high business strength that develop it effective and cash producer and requrie to be exploited for further growth. The following division have high market attractiveness as it involves teenagers who desire to purchase Coca cola to buy to be the part of trend. It will relates to have low business strength (Park,Kim,and Chiu,2021). As the Coca Cola require to concentrates on resources in this section by which they can convert it into cash producer. The third section involves customer with millennial customer who wish to buy goods at non-expensive prices. Coca Cola require to identify the tactics for creating abilities for their sections for low level of cash to manage their divisions. The last section involves lower middle class customer who desire to buy high quality of products. It also covers low business strength and market attractiveness for Coca Cola that means that the business require to invest in abilities to get out of their sections. Objectives and strategies SegmentsObjectivesStrategies Segment1- responsible delivery The aim for Coca Cola for this section will be to increase the development astoincreasehigh profitabilityandcreate loyal customers base. This is advantageous tactics as it will support the business to make sure that the customer are feeling valuable. Segment2- Youngage customer The purpose for the Coca Cola for thiscustomers sectiontoinvest sufficientresourcesby which the operations of thebusinesswillget maximise. Coca Cola will be using the determiner marketing tactics to relate with young age individuals and create new products of the business as an important goods for theirmillennialcustomers(Ranjith, 2021). Segment3-TheselectedThe tactics will supports in maximising
Millennial customer managementhave suitable purpose in terms of their internal strength in relation as per to the cost efficient way. thesaleforthemillennialcustomer sectionthatinvolvesdirectmarketing specialoffers to the customer to gain their attention. Segment4– highlyfitness conscious The aim of Coca Cola in relation of this section is to concentrates on fitness consciouspersonand alsoconcentrateon resourcesintermsof profitable sections. The tactics that are utilised for managing thehighlyconsciousnesspersonthat might be presented in terms of seasonal discount sales to influence customer in wider number. Link to the strategic objectives The aim will relates in relation to the section that are defined as per to the global strategical aim of Coca Cola as because it will supports the business in gaining higher term of profit from the sustainable and responsible customer section (Jayawickrama, Renger, and Czirfusz, 2021). It will make sure that the business becomes brand name in sale of sustainable products with higher term of quality. CONCLUSION From the above mentioned report it has been concluded that, the marketing plan is an essential representation that are utilised by business in terms of determining their global situation. For this approach of market, they attract several factors that are measured with potential market situations that are examined with the support of concerning framework.
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REFERENCES Books and Journals Drummond, C., O'Toole, T. and McGrath, H., 2020. Digital engagement strategies and tactics in social media marketing. European Journal of Marketing. Gregoric and et.al., 2021. SOCIALLY RESPONSIBLE MARKETING IN THE TRANSPORT OFPASSENGERSANDGOODS. EconomicandSocialDevelopment:Book of Proceedings, pp.149-158. Kraus, N., Kraus, K. and Osetskyi, V., 2020. Place and role of marketing in innovative entrepreneurialuniversity.MODERNAPPROACHESTOKNOWLEDGE MANAGEMENT DEVELOPMENT, p.388. Amalia, F., Widyakto, A. and NSS, L.P., 2021. DIGITAL MARKETING STRATEGY ON AGRICULTURAL PRODUCT (Case Study: UD Amalia Demak).Economics and Business Solutions Journal,5(1), pp.39-45. Benedek, J.J., 2021.Strategic Marketing in Intercollegiate Athletics: An Analysis of the Football MarketingDirectorsintheBigTenConference(Doctoraldissertation,Indiana University). Cairns, A., 2021. B2B Marketing Strategy: Finding the Needle in the Haystack. InB2B Marketing(pp. 121-156). Springer, Cham. Camilleri, M.A. ed., 2021.Strategic Corporate Communication in the Digital Age. Emerald Publishing Limited. DELISLE,M.A.,2021.Linkingcreativetourismproductstomarkets:Targetmarketing, promotion, commercialization,and marketreadiness.CreativeTourism: Activating Cultural Resources and Engaging Creative Travellers, p.135. Doshi, R., Ranganathan, A.R. and Rao, S., 2021. Modeling Influencer Marketing Campaigns In Social Networks.arXiv preprint arXiv:2106.01750. Hindersson, N., 2021. Development of the digital marketing in museums: case Raseborg's museum. Park, S., Kim, S. and Chiu, W., 2021. Segmenting sport fans by eFANgelism: a cluster analysis of South Korean soccer fans.Managing Sport and Leisure, pp.1-15. Ranjith, K.A.D.K.A. and Jayawickrama, W.D.C., 2021 Social Learning Process on Sustainability Initiatives of Marketing Professionals.Sustainable Marketing, p.500. Renger, F. and Czirfusz, A., 2021. Marketing, Public Relations and Aspects of Investment in The Medical Care Centre in Germany.J Nurs Midwifery Res,1(1), pp.1-8.