Coca Cola Marketing Management

COCACOLA
Marketing management

COMPANY AND INDUSTRY
BACKGROUND
Company background
 Coca Cola is the leading brand in terms of
global coverage and revenue in the
beverage sector
 Competitors such as PepsiCo and other
brands are increasingly affecting their
sales potentiality
Industry background
 Global soft drink industry is having
positive outlook in the near future and it
is projected that this industry will grow at
the rate of 5.70 percent till 2023

VRIO ANALYSIS
Valuable financial resources, brand
value, access to strategic
resources and supply
chain management
Rarity Strategic resources of the
organization are not
accessible by the competitors
and thereby they are rare
Inimitability Branding and brand elements
of Coca Cola are inimitable
Organizational capability Extensive distribution
strategy of the organization
has helped in enhancing the
capabilities while competing
with the other existing
players in the market

PESTEL ANALYSIS
Political factors
•Coca Cola is operating in different countries
across the world in diverse political scenarios
•Differences in the political ideologies in
different countries are also affecting their
business
Economical factors
•Growth in the average global economy is posing
positive impacts for Coca Cola in their business
•Increase in the competition is causing challenges for
Coca Cola
•Emergence of economic downturn and recession like
in 2008 will further reduce the business of Coca Cola
Social factors •Rapid changes in the taste and preference pattern of
the customers
•Negative word of mouth due to selling carbonated
drinks
•Diverse product portfolio of Coca Cola is helping in
meeting the different taste pattern of the customers
(Schmidt, Spann and
Zeithammer 2014)