Evaluation of Marketing Strategies Undertaken by Coca Cola Company: A Case Study

Case Study

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Explain the concept and role of marketing in the achievement of organisational strategic
objectives.....................................................................................................................................3
Discuss the the extent to which being market oriented and delivering perceived value to
customers impacted the planning, formulation and implementation of effective marketing
strategies for the growth of Coca-Cola in Nigeria......................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The case study is based on Coca-cola company in which the role of marketing in
achieving the organisational goals including delivering perceived value to customer are
discussed. It further includes how being market oriented and delivering perceived value to
customers impacted the planning, formulation and implementation of effective marketing
strategies for the growth of Coca-Cola in Nigeria. The role of marketing is to promote the
business and create overarching image that represents company in positive manner. There are
various functions which are performed by marketing department such as product management,
pricing distribution, marketing-management information, selling and promotion. They focus on
offering excellent customer service in order to attract and retain maximum number of consumers
(Lee and et. al., 2015). The marketing department of Coca-Cola focuses on developing strategies
for maximising profit and expanding business. Marketing strategies of Coca-Cola in Nigeria is to
market their product internationally. Company is using marketing mix strategy in order to
convince customer to patronize the product as number one beverages drinks in Nigeria.
TASK
Explain the concept and role of marketing in the achievement of organisational strategic
objectives
The marketing department of Coca-Cola plays an important role in organisation in order
to achieve organisational strategic objectives. They generally identifies the customer, their
preference and how much value they place on getting those needs addressed. In Coca-Cola, the
marketing department informs the design of the product to ensure it meets the needs of
customers and provide value proportional to what it costs. The various roles which are played by
marketing department in Coca-Cola are as follows:
Meets the needs and wants of consumer:
The marketing department of Coca-Cola focuses on meeting the needs and wants of
Nigeria customer so that they can attract more and more consumers towards the brand. Main role
of marketing department is to identify the needs of consumers and adopt the strategies
accordingly. They firstly understand the needs and requirements of customers, so that they can
design the product accordingly (Homburg and et. al., 2015). The marketing department focuses