Marketing Strategy of Coca-Cola: A Critical Report Essay

Critical Report Essay

Table of Contents
INTRODUCTION...........................................................................................................................3
MARKETING STRATEGY OF THE COMPANY........................................................................3
Segmentation, targeting and positioning of the company...........................................................3
Company’s Marketing Mix:........................................................................................................4
SWOT analysis of the company..................................................................................................5
Hierarchy of Needs at Coca-Cola................................................................................................6
GLOBALISATION STARTEGY...................................................................................................7
Global Presence...........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to that aspect of a company which will help to promote the products into the
customers. There are certain activities that are to be undertook by the company like that of
buying and selling products. The service is based on the product delivery as well as taking them
into the customers upon increasing the customer base. There said to be different components that
are associated with every business management (Deepak and Jeyakumar, 2019). Marketing will
enhance the growth of the company to a very next level to which the company is aiming at.
Marketing is the sole purpose of a company to deal with the myth of accomplishment. The entire
report deals with the aspects of marketing and the analysis that is required for the company in
order to improve the marketing measures as well as factors that contribute to the growth of the
company. The organisation that is chosen in this regard is Coca-Cola. The company Coca-Cola is
the beverages industry which is most famous for the carbonated soft drinks. This idea of
establishing the company was brought about by John Stith Pemberton. The report brings forth
the marketing ideologies that are being used by the company Coca-Cola and the measures that
were taken in order to go in to the people.
MARKETING STRATEGY OF THE COMPANY
One of the world's leading soft drink manufacturer Coca Cola is said to be operating in more
than 200 countries globally. It is mostly known for its soft drink manufacturing and is the best
conqueror of the beverages industry. The revenue that is generated by Coca-Cola is assumed to
be more than 80 % of the amount that it gains on profit from the different countries. It has also
been regarded as one of the strongest brand and this reputation is evolved because of the quality
and the taste it maintains (Schwartz and Woloshin, 2019). This recognition has brought the
company Coca-Cola a global reputation which has approximately increased its business to 94%
of the total population of the world. The logo with which the company operates is said to gain
most popularity based on the different strategies that are adopted by the company.
Segmentation, targeting and positioning of the company
The segmentation of the company Coca-Cola is of the following stages. They are as follows:
Determining the need: The company would first determine the need of the society as well as the
restaurant upon which they will have to consume soft drinks and half our customers are able to
take the product. This will help them to identify the process upon which the company can focus.

Segment identification: This is very important in order to identify that how far and which
community can accept the product upon entering into market. For this particular identification it
is required to know the geographic, demographic, physiographic feature which falls under
segmentation. Upon differentiating who will be able to consume the product the company can
target the commodities as well as the communities (Appel and et.al, 2020).
Profits attainability: the company will ensure the profitability standard upon the different
segmentation that are being targeted upon. This segment will have to drive profitable measures
upon the decisions. Mostly the beverages are consumed by the youngsters and therefore the
company's major target was and is the youngsters.
Company’s Marketing Mix:
Product mix: The Coca-Cola company is occupying a greater part in the beverages industry. It
is said to be manufacturing almost 3300 product that falls under this company. There are also
sub-categories in the beverages that fall upon diet category, fruit juices, energy drinks etc. The
product quality that is manufactured by the company Coca-Cola is said to be one of the best
competitors in the beverages industry and it is also the formula that made it one of the world's
number one brand in beverages (Mothersbaugh and et.al, 2019).
Price mix: Based on the segmentation of the company the prices are decided and the products
are made available. the geographic segmentation is mainly targeted upon determining the prices
of this product. There are some brands that comes under the company Coca-Cola which will vary
from different pricing strategy. The competitors are said to be immense in this industry and
therefore based on the competition in the market the prices are determined. The major competitor
for Coca Cola is Pepsi which is said to be a direct competitor. Therefore, based on the balance
that is obtained in the market the pricing strategy is determined. All these differential factors
determine the product and the price of the product is said to be negotiable which is consumed by
everybody.
Place mix: There is not just a place where the company is confined to be. Coca-Cola is said to be
a favourite brand to everybody all over the globe and therefore it is available in almost all the
countries (Grewal, 2020). There is a process of distribution system which will help the product to
reach remote areas and the network is immense. It is available in all countries as well as the rural
market.