Singapore's Food and Grocery Retail Landscape

The assignment content appears to be a collection of articles and websites related to various topics such as Singapore incorporation, food and consumer protection, Coca-Cola's strategy, POKKA's tea drink market domination, PepsiCo's global divisions, logistics business, and electricity tariffs. The content also includes information on quality assurance and food safety, as well as industry reports from DBS VICKERS SECURITIES and Marketline on the ASEAN grocery retail industry in Singapore.

Industrial Analysis
Coca-Cola Company is the world's largest beverage company. Coca-Cola Singapore Beverages
Pte Ltd is a subsidiary of the Coca-Cola Company. They own over 500 nonalcoholic beverage
brands that include soft drinks , water, flavoured waters, juices, ready to drink teas and coffees,
sports drinks, dairy and energy drinks. Their top four brands that they own are Coca-Cola, Diet
Coke, Fanta and Sprite. These branded beverages products are available to consumers
worldwide through a network of company owned manufacturing factories and distribution
operations. They also work with independent bottling partners, distributors, Wholesalers and
also retailers. It is considered to be the world’s largest beverage distribution system. Recently,
the company has announced to shut down it’s bottling plant at Tuas, Singapore.
PESTLE Analysis
Below shows the external implications on the soft drinks industry in Singapore, Which provides
an insight on what Coca Cola can do in their marketing mix to improve their company.
Pestle Analysis
Political ● Strong intellectual property protection provide Coca Cola with a conducive business
environment to conduct its R&D and production innovation operations.
● With Singapore's pro-business policy, accountings standards, low tax rate, impartial
legal system, good business infrastructure and strategic location it provide Coca Cola
with a conducive business environment to set up its Asia Pacific regional headquarter.
Economical ● Singapore’s small, trade-dependent economy went through a cyclical downturn and is
not expected to pick up significantly in 2017.
● Water prices to increase by 30% by 1 July 2017
● Increased cost of natural gas, causing an average 6.1% increase in electricity tariff for
2nd quarter of 2017.
Social/Cultural ● In Singapore, people tend to focus on their health. People tend to choose drinks with
healthier choice label on it. Coca Cola Singapore has product like Coke Zero where
they contain zero sugar. It was recently awarded the healthier choice label on it.
● Coca Cola is also impacted by the additional range of cultural influences such as media
perceptions of the brand, diet patterns and also the family values.
● Coca Cola has been diligently following their policy of not targeting their advertising to
children
● People in Singapore tend to consume more Soft-drinks during Chinese New year, Hari
Raya and Deepavali.

Technological ● Coca Cola possesses top-of-the-line machinery in Britain in order to ensure quick and
efficient delivery and high quality product development.
● Over the last decade, the level of technology has skyrocketed. Currently the best way
to advertise and promote a brand is through social media and opinion leaders. Coca
cola has taken advantage of this by holding campaigns and promoting it through all
forms of social media such as Twitter, Facebook and Instagram. By having their brand
logo all over different social media platforms, the Coca Cola brand is able to continue
having top-of-the-mind awareness from their target audience.
Legal ● Coca Cola has to abide by the Sales of Food Act in the manufacture, production and
distribution of its product. The Act defines food, prohibits the sale of foods which are
contaminated, unsafe or unfit for human consumption, as well as pre packed foods
which are not properly labelled or labelled in a misleading manner.
● Competition Commision of Singapore regulate and enforce the Competition Act to
ensure dominant firms like Coca Cola do not distort or restrict competition as
competition often provide benefits for consumer and economy in general.
● Singapore had signed double taxation agreements with 67 countries as of December
2015. The agreements will help transnational companies avoid being taxed twice.
Moreover, the agreements are likely to smoothen capital flows.
Environmental ● Coca cola system’s environment has certain commitments that are being focused
on areas which show significant amount of opportunities that make a difference
and they are – water stewardship, sustainable packaging, energy management and
climate protection.
● Coca cola is striving to introduce healthier and better products. This eventually rise
the world economy and gear the strength of the dollar in the upcoming years.
● It can also be possible that company may face water issues and mostly will affect
the production plants of the countries. Many aspects has quite an effect on the
business of the beverage company. Huge amounts of investment and maintenance
may be required due to these environmental factors.
● Other environmental factors such as climatic conditions can affect the consumption
of the product. For instance, during cold weather most people do not consume cold
beverages in order to avoid health problems. However, the people tend to consume
a lot of cold beverages during summer. These changes affect the sales of the
company.
Opportunities (Based on PESTLE)
● With the strong laws in place in Singapore, Coca-cola is free to innovate safely without
the worry of other companies stealing ideas.

● A low tax rate allows a higher profit margin.
● Cultural influences of people consuming more soft drinks during festive season.
● More citizens are involved with social media, Coca-Cola has more way to advertise and
build brand awareness .
● Technology has advanced, more efficient way is introduced to manufacturing products.
Threats (Based on PESTLE)
● Rising costs as water price increase by 30% and increased cost of natural gas
● 2017 was predicted to have a slow economy in Singapore
● People are looking for healthier choice
● Strict laws are enforce in Singapore
Size
The table below indicated the customers segments that Coca-Cola has potential to do business
with, along with name of company and the size of each segment.
Size of Market and
Segments
Size: Number of Businesses in
Singapore
Companies with Largest Market Share in
the industry
Wholesalers / Distributors Total Establishments :
36 Wholesalers/ Distributors
(Yellowpages.com.sg, 2017)
Itrade
Radha Exports
Ken Hong Sen Pte Ltd
On-Trade Restaurants: 2,660
Fast food outlets: 470
Food caterers: 407
Others (e.g. coffee shops): 3,723
http://www.singstat.gov.sg/docs/
default-source/default-document-
library/statistics/visualising_data/
food-and-beverage-services-
2015.pdf
McDonald's’ - 16.6%
KFC - 5.9%
Subway - 2.7%
Pizza Hut - 2.7%
Crystal Jade - 2.5%
http://www.euromonitor.com/consumer-
foodservice-in-singapore/report
Off-Trade 940 Unique Business
● 303 Supermarket
● 16 Hypermarkets
● 621 Convenience Stores
(DBS VICKERS
SECURITIES ,2015)
● NTUC Fairprice - 50.2%
● Sheng Shiong - 17.7%
(DBS VICKERS SECURITIES, 2015)

Although Coca-Cola has various customer segments, these are the largest customer segment
listed at current and in the next 5 years.
Projected Growth
Below indicates the projected growth of each segment as well as the areas which have
struggled in revenue over the last 5 years.
Projected Growth of Target
Market:
Evidence:
Wholesalers / Distributors ● The growth of Wholesale trade rose by 6.8 by the end of the fourth quarter
in 2015, which lead to the extension of growth of 6.5 percent in the previous
quarter.
● For the whole of 2015, the sector expanded by 6.1 per cent, faster than the
2.1 per cent growth in 2014. ("Wholesale And Retail Trade" 2015)
.
Food Establishments ● Despite being the top in fountain sales in 2016, certain fast food outlets
which have exclusive tie-ups with the company did not perform well. Fast
food outlets include Long John Silver, Burger King and Yoshinoya. As the
company’s brands are packaged as part of their value meals, Coca-cola
Singapore’s sales may be affected by their poor performance.
● The Singapore Restaurant Industry has been growing at a decelerating rate
since 2010, with a growth of only 0.9% in 2014, recording a S$5.7 billion
market value.
● The Singaporean Restaurant industry is expected to have a value of S$6.8
billion and a growth of 19.3% between 2014 and 2019.
Off-Trade ● The Singapore Food and Grocery retail market has constant growth in the
last 5 years. The growth percentages ranges from 3% to 6.6%.
● The market value at year 2015 was $16,899.5 Million
● In the Singapore Food and Grocery retail market, drinks are made up of
11.3%
● In 2020, the Singaporean Food & Grocery Retail Market is forecast to have

a value of $15,859.5 Million, an increase of 29% since 2015
(Marketline, 2016)
Singapore population is increasing over the years thus the spending for Food and Beverages
will increase. The potential for Coca-Cola will be huge if done correctly.
Competitors :
Yeo Hiap Seng Pte Ltd
Strategy Yeo’s is using a diversification strategy that operates a network of
manufacturing facilities in Hong Kong, Singapore, the US, Indonesia,
Malaysia, Cambodia and China. The company markets and distributes
their products across Asia and various other countries. (Marketline, 4-10)
Value Proposition Yeo’s manufactures, sells, distributes and exports beverages, sauces,
canned food, Instant noodles and non-alcoholic drinks. Under their
beverage products, they carry juice drinks, isotonic drinks, energy drinks,
soda carbonates, flavored drinks and tea drinks. Yeo’s take careful
measure to make sure their products are fresh by using Tetra Brik aseptic
containers using UHT process. Yeo’s understand what the current market
needs, they launched a product called ‘Chrysanthemum Tea Light which
has 40% less calories compared to the normal Chrysanthemum Tea Drink.
(Marketline, 2016)
Distribution
Performance
Yeo’s mainly operates through these three geographic segments:
Singapore; Malaysia and Indonesia; and other countries. The operations in
Singapore are production, distribution, export of beverages, sauces,
canned food, provision of vending machine and sale. For Malaysia and
Indonesia, their operation is production, market and sale. They have a
headquarter at each country to provide support to each individual markets.

This is good as they can communicate with no language barrier.
(Marketline, 2016)
Marketing
Communications
Performance
Yeo’s marketing communications channel ranges from Facebook,
Instagram, Twitter, Website, Linkedin page, and youtube channel. One of
their channel that they are most active is the facebook page. They have
34,000 followers on facebook. What’s unique about their marketing plan is
that they have various Instagram account to cater to different countries.
This is to target different target markets with unique marketing contents.
The Youtube channel is used to educate people on how to use their
products which I feel it’s very useful as most people buy their cooking
product but they might not know how to use it. Their social media channels
are also used to run activities to keep their customer engage. They run
lucky draws from time to time to get repeat purchases. Some of their social
media page are not regularly updated.
Opportunities
· Yeo’s branding are not as strong as Coca-Cola
· Yeo’s social media page are not regularly updated
· Yeo’s product are for sale in many country but their marketing campaign in the countries are
not active.
Threats
· Yeo’s has individual headquarters at each country
· Yeo’s has a wide geographical presence
· Yeo’s has a broad product and brand offerings
PepsiCo
Strategy PepsiCo is the second largest player in the global food and beverage
industry. They offer a diversified range of products. The company’s generic
competitive strategy is strategy is based on the need to address market
pressure from its biggest rivals, including the Coca-Cola company.
Ferguson, E. (2017)

Value Proposition In Singapore, PepsiCo produces, markets and distributes carbonated
drinks, iced/Rtd tea drinks and sports drinks. Pepsi-Cola, Evervess, Mug
and Mirinda are some of brands under the company’s portfolio. PepsiCo
does not innovate locally, all drinks are standardized and sold globally,
following the US headquarters. (Marketline, 2016)
Distribution
Performance
PepsiCo is a US-based food and beverage producer which is split into 6
major divisions across the world. PepsiCo Asia, Middle East and North
Africa (AMENA) includes all beverage, snacks and food businesses in the
three regions. Leading brands are marketed, sold, and distributed either
independently or in conjunction with third parties. (LEONG, 2017)
The branded products are being sold to authorized bottlers, independent
distributors and retailers. Etika is the exclusive PepsiCo franchise for both
Malaysia and Singapore. The group markets and distributes Pepsi’s
renowned brands such as Pepsi, Mirinda and 7up.
(Pepsico, 2017)
Marketing
Communications
Performance
PepsiCo’s has a wide range of marketing communication tools. Several
tools include Facebook, Instagram, official site and other traditional form of
advertisement. PepsiCo has an official Facebook page, where more
generic contents are posted. Some other countries also have their own
Pepsi facebook page (e.g. Pepsi Thai), these pages generates more
localized content suited for their own local market. PepsiCo does not have
its own Facebook page in Singapore.
Pepsi’s YouTube page currently has over 783,000 subscribers, with
contents uploaded weekly. The contents are mainly targeted for the
Western markets.
On top of that, PepsiCo extensively uses media and print advertising to
transmit marketing message to the targeted consumers. The ads
occasionally contains comparative campaigns aimed at damaging the
brand image of Coca-Cola, Pepsi’s main rival.
Pepsi does not have a strong marketing presence in Singapore.

(Dudovskiy, 2017)
Opportunities
● PepsiCo’s branding are not as strong as Coca-Cola
● PepsiCo does not have a local social media presence.
● Pepsi is always known as the second best soft drink while Coke is always the first.
● PepsiCo does not manufacture its own products in Singapore, it’s franchised by Etika.
Threats
● PepsiCo’s marketing tactics are known to be more focused (targeting a younger crowd)
compared to Coca-Cola (targeting mass market).
● PepsiCo has a more flexible franchise network compared to Coca-Cola.
● PepsiCo has a broad portfolio of products.
Pokka
Strategy Being the third largest off-trade (Ready-to-drink) soft
drink company in Singapore, Pokka offers a variety of
different drinks in their product range.
In order to upkeep their position as a market leader
in RTD teas, Pokka strategically installed vending
machines at as many locations in Singapore as
possible; from shopping centers, offices, schools to
factories. This strategy helps in making sure their
products are readily accessible to their customers on
a daily basis. (Pokka.com.sg, 2017)
Value Proposition As seen in the table below, Pokka leads the market in
RTD tea with a whopping 49.3% in value share. Their
RTD teas and carrot juice are their best sellers, both
of which have remarkably healthy benefits in
comparison to their other competitor’s RTD soft
drinks. Pokka also prides itself in its real brews and
all of their tea varieties are freshly brewed.
Distribution
Performance
With the Fast Moving Consumer Goods business
constantly evolving, Pokka are also constantly

continuing to invest in warehousing facilities,
manpower and new technology to further boost
performances. This will improve the efficiency of their
storing and distribution. (Pan, 2017)
Marketing
Communications
Performance
Pokka has a range of different marketing channels
which includes Instagram, Facebook, forums,
youtube, newspaper and tv advertisements and print
advertisements.
Campaigns were launched to increase brand
awareness. Pokka has a tremendously healthy
marketing presence in Singapore in comparison to
their closest competitors. (Tay, 2017)
Opportunities
-Increasingly growing demand for healthier drinks
-Rapidly growing economy
-Not having as great a branding globally as they are in Singapore and Malaysia
Threats
-There are many immensely strong competitors in this industry
-Easy to enter market, resulting in various frequent new competition
-High bargaining power of suppliers
-Increasing costs

F&N
Strategy F&N is one of the leading soft drinks manufacturers in Singapore and Malaysia.
In, Singapore they manufacture a wide variety of packaged milk, fruit juice,
energy drinks and ice cream products. They have a wide range of products and are
extremely diverse in competing with a lot of other brands which specializes in
drinks. They are definitely not as big as Coca-Cola, Pepsi and so on but have a
niche market in Singapore. Their products are relatively cheaper than its
competitors. Their strategy is to innovate and expand as much as possible in order
to sustain competition. F&N wants to become the leading company for beverage
in the whole of Southeast Asia. They intend on doing so by focusing on their core
products. Further, they are keen on developing talent management and invest on
its growth. (Fraserandneave.com, 2017)
Value Proposition F&N concentrates on beverages. They distribute and sell beverages. Their
products include F&N daisy, F&N blue cow, F&N gold coin, F&N sparkling
drinks, F&N nutrisoy, F&N ice mountain(water), F&N fruit tree, F&N seasons
and 100 plus energy drink. They are also into Printing and Publishing. F&N have
a very strong market leadership. The company believes in long term growth
acquiring the qualities to be the biggest beverage provider in the ASEAN
countries. It strives to provide visionary directions for both its subsidiary
industries. They were recently awarded as the winner of the “Most Transparent
Company, Consumer Staples”. F&N are known to be environment friendly.
(Fraserandneave.com, 2017)
Distribution
Performance
F&N is now available in over 12 counties ranging from the asian countries to
Europe as well as the United States. They now have over 7000 employees all
around the world. This makes the company credible and also can be seen as a high
profile job provider. As of now they have conquered markets of Malaysia,
Singapore and Thailand but they intend on acquiring more such other asian
markets in a short span of time. They have an extremely efficient team in each of
its core country which is a crucial factor in order to monopolise each sector. This
also helps in imports and exports and making their products reach all the other
markets. (Fraserandneave.com, 2017)

Marketing
Communications
Performance
F&N has its own website where it encourages consumers and other interested
investors/ suppliers/ distributors to contact them and find out more about the brand.
The company is extremely interactive with its consumers and takes feedbacks
seriously. F&N has an interesting market plan when it comes to branding. 100 plus
is associated with many sports merchandises and its other beverages for the needed
categories of advertisements. Sports is usually linked to such energy drinks and
thereby this is an efficient marketing plan. It helps to reach out to a mass audience
at once. Other communication channels are Facebook, Twitter, Youtube, Linkedin
and so on. They come up with different offers time to time, which gives them a
high competitive advantage amongst its other competitors. It reduces prices based
on the beverage, usually making it lowest priced in that particular category.
(Fraserandneave.com, 2017)
Opportunities
● F&N Brand reputation not as strong as Coca cola.
● F&N Brand awareness not as great as Coca cola.
Threats
● F&N though have extreme market credibility, are not as famous as their competing companies known
worldwide such as Pepsico, Coca- Cola and so on.
● F&N are trying to expand in a very short period of time which may be extremely risky and result to failure
in certain markets.
Customer Segments :
On-Trade:
Buying Process
Buyer
behaviour
analysis -
Straight Rebuy
Actions DMU Criteria Influences
Problem
Recognition
Notice that soft
drinks are
Initiators:
-Shopkeepers/
External Influences:
-Customers derived

running low on
inventory
Shop staff demand of soft drinks
General
Description of
Characteristics
and Quantity of
Needed Item or
Service
Recognizing
which product
and services
need to be
replenished:
Soft drinks
Influencer:
-Shop
Supervisors
and Managers
Decision
Maker: -
Purchasing
Manager
Internal Influence:
Types of soft drinks
they are looking for.
External Influence:
What products are
available?
Product or
Service
Specifications
Identifying the
different
suppliers that
supplies soft
drinks.
Decision
Maker:
-Shop
Supervisors
and Managers
-Purchasing
Manager
Types of soft
drinks
available
Relational
Influences:
Collaborative and
long-term
commitment
approach
External Influence:
-Strong competition of
product range and
pricing
Supplier
Search
Corporate site
Network
feedback;
Referral
Influencer:
-Shop
Supervisors
and Managers
Decision
Makers:
-Purchasing
Manager
-Strong and
stable
company
-Prompt
response and
quick delivery
of product
required
Internal Influence:
Industrial reports of
various suppliers are
readily available
online. Allows easy
comparison
Acquisition and
Analysis of
Proposals
A list of
suppliers is
being
Gatekeepers:
-Finance
team
-Past records
reflecting
good track
External Influence: -
Industry network -
WOM for supplier

shortlisted.
Suppliers are
welcomed to
submit
quotations and
offerings.
-Administration
team
Decision
maker: -
Purchasing
Manager
performance
-Stable and
trustworthy
company
Evaluate and
Select Supplier
Chosen supplier
best fulfills the
criterion
proposed.
Influencers:
-Finance team
-Shopkeepers/
Shop staff
Decision
Maker:
Purchasing
Manager
-Stable and
trustworthy
company
-Able to fulfill
the
company’s
needs and
demands
promptly.
Internal Influence:
Personal
relationships/opinions
with certain suppliers
may affect selection
Selection of
Order Routine
Drafting of
contract with
chosen supplier
on the order and
arrangement of
fulfillment
procedures.
Decision
Maker:
-Purchasing
Manager
Influencer:
-Finance
director
-Legal
Consultant
-There
should be a
mutual
agreement
between both
parties
-Contract is
legally
binding
Internal Influence:
Risk analysis of the
contract
Performance
Review
Redmart
evaluate the
experience with
the selected
supplier .
Warehouse
and
Purchasing
manager
Products are
of good
quality and
punctual
delivery
service.
External Influence:
Traffic Conditions

Relationship analysis:
Components
of relationship
Analysis
Coffee shops, food courts Fast food, restaurants, bars
Long term
perspective
Lower emphasis placed on long-term
perspective. Mainly transactional
approaches.
Higher emphasis placed on long-
term perspective. Value-added
transactions.
Trust Little trust formed due to nature of
relationship.
Companies will look for best value at
the time.
Due to the value-added
relationships, slightly lower risk of
potential switch of brands due to
price war.
Commitment Low level of commitment. Companies
may sell multiple brands at the same
time.
Higher level of commitment.
Companies commit themselves
to a certain brand, and only carry
one brand at a time.
Communicatio
n
Communication of needs such as
service delivery (prompt delivery,
goods are in good condition)
Lower level of communication.
Higher level of communication is
required. More complex issues
need to be discussed and
communicated (e.g. installation
of fountain system and
dispenser)
Customer
Service
Lower emphasis is placed on customer
service as customers prefer monetary
value rather than customer satisfaction
More emphasis is being placed
on customer satisfaction as it
creates positive experience for
consumer, and therefore build
positive long-term relationship
and stimulates re-purchases.
Mutual Benefit Good sales performances will push the
sales up both ways.
Positive recommendations in the
industry for its value.
Good sales performances will
push the sales up both ways.
Positive recommendations in the
industry for being extraordinary
customer service and
performance.

Evidence
Impact/Importance
for company
The key components that are important in an interorganizational
relationship for coffee shops, food courts companies are :
Mutual Benefit and Communication
Customers will feel positive about the company with regular
communications and product quality. Focus is also placed on
mutual benefits where both companies are able to profit from the
transaction.
The key components that are important in an interorganizational
relationship for fast food, restaurants, bars companies are :
Customer Service and Communication
Communication is key to maintaining a long term relationship with
customer. By providing them with extraordinary customer service
and communication, they will understand that they are in good
hands, and continues to deal with the company.
Relationship type Member or partners where high level of commitment and trust are
established between supplier and customer.
Opportunities: The on-trade industry is constantly growing and this will provide
opportunity for Coca-cola to continue growing and expanding its presence in this
industry.
Threats: Services provided by competitors are not highly differentiated. There is also a
constant price war between competitors.
Supply Chain Management
Supply Chain Management
Goals
Time in Supply Chain
Management
Postponement
Waste Reduction
Reduce stock holding costs by
Time to Market
They understand their customers
Time/ Place of Final Product
Configuration

accurately planning the stocks.
Flexible Resources
Be more flexible with the
customer’s requirements. Try
to provide the best service.
Provide an online order
resources
Time Compression
To improve the order to
delivery time
Unit Cost Reduction
To offer a better price when
they buy more as the
packaging cost is lesser.
and market their products
accordingly to what the market
needs.
Time to Service
Come out with a delivery mobile
app that has the delivery ETA
function. This allow the customer
to plan and be available to receive
the stocks
Time to React
Have a designated sales officer to
take care of each customers so if
there is any issues, the customers
can connect with the sales officer
to resolve their issues
immediately
Most customers might have a
warehouse to stock excess
goods. They might request to
deliver to their holding area
instead of the food
establishment.
Off Trade:
Buying Process
Action DMU Criteria Influences
1. Problem
Recognition
- Notice stocks
getting low in
Initiators: Warehouse
Manager
External:
- High in demand

warehouse
- Contact
merchandising
manager
- Coke being
awarded Healthier
Choice, more people
are open to drink it
2. Description of
Needs
- Requires
warehouse to stock
up and replenish to
the different
supermarkets
outlets
Users:
-Warehouse
Assistants
- Retail Sales
Assistants
Internal:
- The space that is
available in the
warehouse and the
outlets
3. Product or
Service
Specifications
- Properly packaged
and no damaged on
the products
- Punctual delivery
service
- Double check to
minimize
discrepancy in
orders
Decision Makers:
-Merchandising
Manager
Users:
- Warehouse Team
- Quality Control
Team
- Clear
communication
channel to
facilitate the
ordering
- No damages to
goods
- Accurate
products, no
discrepancy in
orders
Internal:
- The warehouse,
quality control and
merchandising
manager must work
together to get the
job done.
Communication must
be clear.
4. Supplier Search - Search more
about the suppliers
through the
suppliers corporate
websites,
professional social
media sites like
linkedin. Reading
through the
supplier annual
reports.
Influencers:
Merchandising Team
Decision Maker:
Merchandising
Manager
- Looking for strong
and stable supplier
that can build long
relationship
External:
Competition is
intense, a lot of
similar company
offering the similar
product
Internal: The
internet allows web
orders. The internet
allows DMU to study
different supplier
5. Acquisition and
Proposal
- Shortlisting of
suppliers
- Meet up with
suppliers to acquire
proposal
Gatekeepers:
Financial Team
Decision Makers:
Merchandising
Manager
- Supplier must
have good
reputation in the
market, for eg. Fast
delivery, non-
damaged products.
Individual:
- There are personal
relationships formed
that may be chosen
over others suppliers
External: Current
market of the
industry

6. Evaluate and
Selection
- Collate all the
different suppliers
and hold a meeting
across various
department to
select the most
suitable one
Influencers:
- Merchandising Team
- Accounting
Department
- Business
Development Team
-Risk Consultant
Decision Maker:
-Merchandising
Manager & Chief
operation officer
- Best value for
money supplier
- All department
must produce
accurate records
Individual: Each
team might have
different influences
to go with different
suppliers
External: Supplier
must show reliability
and capable of
problem solving
7. Order Process
Specification
- To finalize with
supplier on the
contract
- Negotiation on
terms and duration
Buyers:
Merchandising
Manager
Influencers:
- Legal Team
- Chief Executive
Officers
Decision Makers:
Merchandising
Manager
- Both supplier and
company must
agree to the
contract
- A contract that
will hold up in the
court of law
Individual:
- People will have
this fear of risking.
External: –
Commitment
8. Performance
Review
- Do a review with
all departments and
get their feedbacks
Influencers:
- Warehouse Team
- Quality Control
Team
Decision Maker:
- Merchandising
Manager
- Quality of
product
- Delivery
Performance
Individual:
- Different people
have different
standards
Relationship Analysis
Customer Relationship Model – what does the customer want from the focal firm and what
type of relationship does the customer wish to have with the focal firm

Components of the
Relationship
Off Trades – Supermarkets
Long Term Perspective Value Added Relationships
Trust A high level of trust as they are looking to build long term relationship.
Commitment A high level of commitment as products needs to be delivered on time. High
standard of service expected as the customer is only selecting one supplier
Communication More forms of communication will be expected than the normal standard
email. A personal number for the customer to call for urgent matters.
Customer Service A strong follow up by making sure all orders go through smoothly. High
emphasis on customer service.
Mutual Benefits To have a easy-going relationship and try to help each other as much as
possib
le
Evidence
Impact/ Importance for
company
Communication will be the most important component as the
customers highly rely on the focal company to deliver the stocks on
time. Sometimes they will be last minute order as the retail stores
can’t stock up much as they don’t have the space.
Relationship Type Value added relationships
Supply Chain Management
Supply Chain Management
Goals
Time in Supply Chain
Management
Postponement
Waste Reduction
Reduce stock holding costs by
accurately planning the stocks.
Flexible Resources
Be more flexible with the
customer’s requirements. Try
to provide the best service.
Provide an online order
Time to Market
They understand their customers
and market their products
accordingly to what the market
needs.
Time to Service
Come out with a delivery mobile
app that has the delivery ETA
function. This allow the customer
Time/ Place of Final Product
Configuration
Most customers might have a
warehouse to stock excess
goods. They might request to
deliver to their holding area
instead of the retail outlets.

resources
Time Compression
To improve the order to
delivery time
Unit Cost Reduction
To offer a better price when
they buy more as the
packaging cost is lesser.
to plan and be available to receive
the stocks
Time to React
Have a designated sales officer to
take care of each customers so if
there is any issues, the customers
can connect with the sales officer
to resolve their issues
immediately

Wholesalers / Distributors :
Buying Process
Buyer
Behaviour
Analysis
Actions Dmu Criteria Influences
Problem
recognition
-Need to sell in
bulk to other
merchants.
-Price
fluctuations
-Owners,
Managers,
Initiators:
sales
representatives
-High demand from shops
that cater to customers
Description of
needs
-Find out what is
being needed the
most
Eg- coke zero,
coke etc
Users:
sales
representatives
Internal Influence:
-What is the most on demand.
External Influences:
-Are the needed quality of the
product available
Specifications Identify the
different
marketplaces,
wholesale buyers
who are in need
of the product.
Decision
makers
-Managers,
sellers and
buyers.
Availability of
the product and
the quantity
required in
Itrade.
Relational Influences:
Need for the markets to come
back to the particular
wholesaler, since demand is
high. (Long-term work
relationship)
External Influence:
-Competition in pricing per
unit.
Supplier search -Finding
wholesale
buyers.
-Give better
price than other
competitors
-Referrals
Influencers
-Owners,
Managers, sales
representatives
Decision
makers:
Owner's, Sales
managers
-Time span in
business
-Trustworthy
transaction
feedbacks.
-Good clientele
base.
-Better offer in
price.
External Influence:
Quotations from different
wholesalers can be obtained
and compared easily. The one
with better pricing and good
credibility over time is
always chosen.
Acquisition and
Proposals
-Different
desired
Influencers: -Past
partnerships and
Individual Influences:
Personal relationships may

partnering shops
are selected.
-The more shops
acquired, the
better it is for
wholesalers.
-Proposals with
price quotation
for per
unit/quantity,
agreement etc
are agreed and
completed in
order to proceed.
-Finance
Managers and
their team
-Administrative
team
-Legal advisors
Decision
maker:
Influencers
-Owners, Sales
Manager
credibility
-Trustworthy
transactions and
pricing
-No fluctuations
or excessive
decrease in retail
buyers
-Overall track
record.
have an effect over others.
Evaluate and
selection
-Chosen
merchants are
then in business
with the
wholesalers to
buy in bulk
-After the
selection,
contracts are
amended
Influencers:
Owners, Finance
team, Selection
committee,
Procurement
manager
-Past history
-Meet current
demands of
Coca-Cola
External:
Supplier can clearly
demonstrate the problem
solving capabilities.
Order process
specifications
-After agreeing
to be in a
business
contract, the
agreement is
prepared.
-Every important
detail of
collaboration is
mentioned in the
contract, if either
party fails to
abide, it may be
terminated. -
Based on the
contract, the
time span of
partnership is
processed.
Gatekeepers:
Owners and
other Board of
directors
-Meet
expectations of
Coca cola
- Abide by the
agreement
-Mutual respect
of interest
-Ethical values
in favour to the
focal company
Individual:
Ultimately, decision
outcomes may be uncertain.

Performance
review
Itrade evaluates
and analyses its
agreement with
the retailers in
business. If there
are no setbacks
between the
parties, the
collaboration
proceeds.
-The experience
with the selected
retailers is
monitored and
assessed
Influencers:
Owners,
Procurement
Experts.
Satisfaction and
meet the
Expectation of
Coca cola.
Relationship Analysis
Components of
relationship analysis
Wholesaler / Distributors
Long term perspective -Finding a distributor that has a good track record and is
reasonable. The distributors have to make sure the products are
sold at best interest and the quality is always maintained.
-Coca cola should also be able to keep up to their standards and
give them products which are only in good quality. The
packaging, expiration, etc should be check before selling.
Trust - Should make sure that the service to be provided by them is
trustworthy and they will carry out with the same principles as
the focal firm.
-Coca cola should find a trusted wholesaler, and this can be
found by getting various offers, reviews feedbacks of the
particular wholesaler.
-Coca-cola should respect the wholesalers interests as well, if in
contract.
Commitment -Abide by agreement, save costs, and fulfill the commitment
given on both ends. There should be intentional no mishap in

transactional behaviour.
Communication For an effective communication a wholesaler must understand
the manager’s ideas, style of communication.
Instant communication like face to face, live phone discussions,
e-mail or text can be an effective way of communication.
Customer service - Itrade or any such other wholesaler, should keep up to coca
cola’s interest on its customers.
-The delivery of products should take place as agreed.
-The reputations can be affected both ways, they are in a way
interlinked.
-Feedback should be taken seriously.
Mutual benefit Expected service quality standard, Positive WOM ensures
repeated purchases.
Evidence
Impact/
Importance for company
Communication and commitment are the most important
components, they ensure that the needs of the wholesalers
are resolved . The service standards are unchanging which
will result in satisfied end-user clients.
Relationship type Significant level of commitment. Ensure the service is done
to the best of their capabilities which will thus result in
brand loyalty.
Supply Chain Management
Supply Chain Management
goals
Time in supply chain
management
Postponement
Waste reduction: Time to market: Time/ Place of Final

Hold bulk inventory for
customers. Ensure nil wastage
of stock
Flexible response:
Ensure that the customer
requirements are met. Prompt
delivery when required
Unit Cost reduction:
Since Wholesalers have bulk
storage their handling costs
can be reduced.
Time Compression:
Ensure the Order to delivery
process is done smoothly and
fast so that there is no need to
exceed the limit of spending.
They need to work closely
with the production and
manufacturers to reduce the
order to delivery process.
However the problem is
solved by holding surplus
stock for the customers.
When the knowledge of the
product gets out and the
demand for the product
begins, the wholesaler can let
it out in order to maximize
sales.
Time to Service:
When the product becomes
needed by customers, the
wholesalers can release in
bulk to retailers based on
demand as per the season.
Time to react:
If the demand increases
excessively, the wholesalers
know how to acquire the
products in bulk and
outsource it to the retailers.
This completely depends on
the time of need, country of
surplus and so on.
Product Configuration
Based on seasonal demand,
stock needs to be held.
Warehouse can be an option
for such storage.
Opportunities :
-The on-trade industry is constantly growing and this will provide opportunity for Coca-
cola to continue growing and expanding its presence in this industry.
-There are many retailers who will be needing the products.
-Can be highly profitable
-Favourable market changes and needs
-High Demand from retailers for the product, Similar needs and requirements.

Threats :
-Services provided by competitors are not highly differentiated. There is also a constant
price war between competitors.
-There are many wholesalers in the market, competition is high.
- It is easy to get a significant blackmark, distributors should make sure the products are sold
with ethical requirements.
-Price comparison may affect the business
-Lack of efficient online channels.
(Wholesaling, 2017)
FOCAL FIRM ANALYSIS :
Core Competencies
Core Competence
The Coca-Cola Company’s core competencies derive from its’ strong brand,
distribution system and administrative control. These allows Coca-Cola to
distinguish itself against their competitor and give them their competitive
advantages.
Time Compression
Evolving consumer tastes and preferences, coupled with sweeping innovations in
the retail and supply chain landscapes, have created an environment in which
speed, precision and empowered employees determine who wins in the
marketplace.
To capitalise on the situation Coca Cola reshape its organisation structure
through removing a layer of functional management allowing regional business
unit to connect directly to headquarter. Allowing them to respond faster to market
changes.
Continuous Improvement
Coca-Cola establish Coca-Cola Retailing Research Councils to understand and
develop practical responses to strategic challenges experienced by the grocery
and convenience retail industries and its operators. They are continuously
looking for opportunity to help their customer improve their business.

Relationships
The Coca-Cola Company look to going above and beyond to create and provide
value, in all aspects of our relationship with its customers through offering high-
impact solutions to fulfill its customer’s needs.
Strategy
Coca-Cola Strategy
Coca-Cola adopt a differentiated customer centric approach where they assist their
customers with their business thereby creating a mutual and enduring relationship.
● Processes: Coca-Cola always look to improve their technological capabilities to
improve their manufacturing time lead and lower costs to maximize profits.
● Capturing Value: With strong interaction with our customers, our customers are
bound to have the best experience with us.
● Solutions: Coca-Cola is always listening, taking in feedbacks from our customer.
Coca-Cola provides a clear line of communication so customers are able to
resolve any issues quickly and minimize loss.
● Customers: With a strong business development team, we are always exploring
with new customers segment or targeting similar customers segments by
converting other brand loyals to being our brand loyal.
Coca-Cola Unique Value Proposition
● Coca-Cola global leadership in the market along with its strong brand value
provide valuable industry insights for its customers.
● Through providing marketing and merchandising tools that allow customers to
customize marketing material.
● It’s diverse portfolio of beverage caters to any needs that its customers may have.
● Provide customers with critical information and resource such as webinars to
increase their competitiveness.

Supply or delivery performance
Distribution Channel Tasks
Channel Tasks to be allocated
Distribution Channel
Task Model
EVIDENCE
Reducing Complexity Coca Cola manufactures, package, merchandise and finally distribute their
products our customers. Customers are able to get connected with the company
online through e-mail, hence making large orders an ease. Coca-Cola Channel
length is only one level where they can reach their customers directly through
their sales team. This is so much easier where you don't have to go through a
tedious process.
Increasing Value Technology has very much been on the rise over the past decade. Coca cola
can leverage existing consumer behaviors and develop deeper emotional
connections with their customers through the use of greater technology. This will
aid in achieving greater customer centricity. With our Relationship Managers to
follow up with customers to get feedbacks to improve, it enables us to meet the
needs and expectation of our customers.
Transaction Efficiency Transactions are extremely efficient. After the order has been placed through E-
mail/Website, delivery will be in order. The majority of orders placed comes from
customers who are involved in a straight rebuy buying process. Orders can be
placed by different channel such as website, direct sales. When customers
enter into a terms of business with Coca-Cola, a sales personnel will be
assigned to a customer. If the customer has any issues, he can refer straight to
the sales personnel.
Quality of Service Coca Cola often run campaigns to boost the awareness of their new
products/designs, for instance, Coca Cola held a campaign where consumers
could design their own coke bottles and cans. Coca Cola also ensures its
product quality is top notch, running many tests before sending out its products
to their customers.
Sales/ Delivery Multi-Channel Integration Map
The sales multi-channel integration map is to evaluate the general execution of Coca-Cola
Distribution channels. The model mapped the distribution channels provided by Coca-Cola
against the Communication and Sales and Delivery tasks which are important to their business.
Channel /
Sales Task
Communication Sales and Delivery
Generate Build Qualify Provide Negotiation Collect Customer

Leads Relationshi
p
Leads Informatio
n
and Signing
of Terms of
Business
Orders,
Ensure
Delivery
and
Payment
Support and
Feedback
Website This is the
main
showcase for
the products.
Creating
awareness by
sharing them
on social
media.
Low level of
interaction
as the
website is
just a first
point of
contact to
get more
contact
details. Can
leave down
their contact
for our
Business
developmen
t team to call
back
Email The Business
development
teams will
create
awareness by
communicatin
g via email and
phone or meet
up with
potential
clients
Phone
Business
Developme
nt
Executive
Build
relationship
and not
hardsell to
our clients.
High level of
interactions.
Narrow
down the
highest
potential
leads and
follow up
with them
consistently
Provide
information
of the
contract and
quotations.
Negotiate and
get them to
sign the terms
of business with
a validity of 1
year.
Sales
Managers
Take over
from the
business
development
team and
ensure orders
are being
process as fast
as possible.
Also issue
invoices and
make sure
payments
come in on
Make sure
every orders
has no issues.
Create a clear
line of
communication.
Stay
contactable on
phone rather
than just
emails.

time.
Relationshi
p Managers
Meet with
customers once
every 3 months
to make sure
the experience
is going good.
Collect
feedback and
pass back to the
whole company
so they can
improve the
experience.
Social
Media
Create
awareness and
build strong
brand value to
attract more
clients
Tradeshow
s, Seminars
and Events
Create a booth
to build
awareness and
find potential
clients
Business
developmen
t team to
search for
potential
clients, invite
them back to
our office to
build
relationship.
Business
Developme
nt team to
follow up
and qualify
leads. Pass
to sales
team if
suitable.

Network capabilities

ARA analysis
Key Relationship Bonds
● The NutraSweet Company – An important supplier of artificial sweetener for Coca cola’s
non sugared products.
● Tate & Lyle – Extremely key supplier, Coca Cola’s single source for sucralose.
● Yeo Hiap Seng – Coca Cola outsourced warehouse operations to Yeo Hiap Seng.
Key Activity Links
● In the distribution network, all customer segments of the focal company operates in
many regions of the world, hence forming a diverse network.

Key Resource Links
● Tate & Lyle – Provides information on many of the ingredients Coca Cola requires.
Porter Value Chain
Administrative Finance
Infrastructure
● Coca-Cola has a strong finance and accounting team where their revenue
are monitored carefully and their budget for spending is wisely spent
● Coca-Cola works with a legal firm to ensure that the company don’t get
into a bad standing.
● Churns out an annual report to monitor yearly performance.
Human Resource Management ● Provide talent development for current employee, enrich them with
courses.
● Provide support and counselling for current employee to make sure they
are happy in this company.
● Motivate staff with awards or incentives to increase staff morale so that
staff will work harder.
● Doing recruitment and talent sourcing to find the best talents to work for
Coca-Cola.
● Covering all aspects of recruitment including offering employment
contracts and also terminating of employees.
● Handling payroll and budget for employee
Product and Technology
Development
● Coca-Cola has a product development team to constantly innovate new
products
● Working with other companies to save costs
● To always find out new methods of manufacturing to save costs and also
be environmental friendly
Procurement ● Sourcing for ingredients for the products
● Building a long term relationship with the suppliers
● Always searching for a best value for money cost for supplies
Inbound Logistics Operations Outbound Logistics Marketing & Sales Service
- Coca-cola has
manufacturing plants
around the South-
East Asia region, this
is to lower cost.
- Uses Nutrasweet
company, it’s an
important supplier
for artificial
sweetener for Coca
Cola Company’s
products
- Their products are
sourced from
different suppliers
- Coca-Cola Asia Pacific
Headquarters is in
Singapore
- The manufacturing
team have to work with
various suppliers to get
product manufactured
- Coca-Cola does not
have a retail store
themselves, instead they
sell their products to
different types of
business establishment
- Coca-Cola has a very
- After getting the order
from the Sales Team, the
delivery team will follow
up on the order and
deliver to the various
customers
- Coca-Cola has a strong
transport fleet that is
ready to mobile anytime.
The transport is huge and
they can maximize the
delivery trips every time
they are out
- The sales team will
work the business
development team to
get more business in.
- Coca-Cola continues to
market themselves and
innovate their products
to fit the current needs
of the market
- Coca-Cola will always
provide high service and
fast response time to get
the get the WOM (word
- With a team of
relationship managers,
they will follow up with
existing clients to make
sure the relationship is
going well
- An in-house customer
service team will be
contactable through phone
if any issues with the
order.

- Storing at one of
their competitors
warehouse (Yeo’s)
strong and concise team.
Their strategy is
breakdown into three
sets. 1st set is to get
more business. 2nd set is
to do the sales. 3rd set is
to get feedback.
The teams are as follow
Business Development,
Sales and Relationship
manager.
of mouth) spread to get
more business.
Current Marketing activities
Product Tangible core product :
Coca cola has a wide range of products.These include soft drinks,
water, energy drinks, water, fruit juices. Some International brand
would be Diet coke, Coca cola zero, coca cola life, coca cola light,
fanta, minute maid, powerade, dasani. These product are available at
retail shops, online, vastly distributed.
Tangible Augmented product :
They have also come up with sugar free coca cola, which now can
be consumed by individuals who can not take sugar.. Coca cola has
been very particular about the sizes of the bottles, this grants the
consumer to choose the quantity they would like to buy.
Intangible support services :
Coca cola has over 450 vehicles to to deliver their products. Delivery
is done promptly.
Business Services Tangible Dimensions:
Coca cola is very keen to employ individuals based on their
expertise which gives the employees a definite upper hand in

situations. The staff have the needed knowledge of safety
requirements and quality control measures. Employees are
also made sure that they are up to date with the competitors
and strive at being different.
Reliability:
Coca cola has been in business since 1892, and since then
has had a very high customer pull. They are known to have a
very clean manufacturing outlet, and never has it lost its taste
or quality ever since. Fresh stocks as per expiry are exported
all over the world. This is the most loved aerated drink all over
the world and nothing has replaced it because of the customer
satisfaction.
Responsiveness:
Coca cola originated in the united states, but now have a
factory in almost every part of the world. The product is sold in
wholesale to local vendors, supermarkets and so on. The
company is known to be very responsive for issues based on
taste and expiration. The local factories deals with such issues.
They have a local contact number, email, twitter and other
handles in which they can be contacted. During their office
hours, which is usually 9-6, issues can be directed to their
service number and they are quick in giving responses. Usually
in 24 hours, the issue can be sorted.
Assurance:
Coca cola has obtained GFSI certification of all it facilities. It
has its own internal quality control measure called KORE which
takes care of the quality and safety of the product for
consumption. They follow this integrated system throughout all
its branches.
(Quality Assurance & Food Safety, 2017)
Empathy:
Every company is different in its own way, and every employee
should understand that each situation should be dealt in a
different and appealing manner. They should alter the
situations with the needed solutions. Coca cola conducts
regular feedback surveys and other forms of communication

interaction in order to find the loopholes and derive at a desired
solution.
Value/Pricing Benefit vs Cost :
Coca cola has been one of the oldest soft drink known to men. It has
a high brand name which it has created over the years now. They
meet the needed standards of quality. The functional benefits are
that they are extremely refreshing thirst quenching and is one most
common beverages to find. Convenience is definitely a benefit.
Factors influencing Pricing :
Coca cola has a wide range of products. They charge different prices
for products in different categories and its price setting is done
according to the market and geographic setting. The price setting is
based on the competitor pricing. (Hitesh Basin).
Price Strategies :
Coca cola and pepsi have been at competition for a long time now.
They are neck to neck when it comes to promotions, discounts, new
releases and so on. If the price of coca cola decreases too much to
meet its other competition, individuals may assume that coca cola
has narrowed its quality even if it may not be true. In order to make
believe that it is a luxury soft drink, it has to maintain its standard and
cannot reduce too much. On the other hand, if it exceeds more that
what people are willing to pay, they may alternate it with pepsi.
Market
communications
Coca Cola is one of the highest to spend on marketing and
promotions. They invest billions and billions of dollars yearly to
advertise their products and promote their line of products around the
world. They spend a solid portion of their budget for ad campaigns
like T.V, radio advertisements. Social media, Magazines ads, online
advertisements have been greatly used in the promotion of Coca
Cola.
Coca cola has a completely separate department for print media
which they often use for advertisement.
Sponsorship in events like nascar, american idol ,etc.
Direct Selling and
Sales Management
Direct Selling is another marketing activity where Coca cola directly
supplies their products to shops using their own transportation.
How well does the focal firm meets its customer needs, summarize from Unique Value
Proposition and Supply & delivery performance in the Focal Firm Analysis

- Undoubtedly, Coca-Cola is doing a good job in meeting its customer needs, considering
the fact that Coca-Cola has been the market leader through generations.
- With the company’s customization of services, they ensure that the needs of various
customer segments are well taken care of.
- The company is also constantly innovating more ways to serve the consumers better
(e.g. upgrading the online system with the improvement of technology)
Marketing Objectives and strategy :
SWOT Analysis
Swot Analysis
Strengths
● Having the largest market share in the
world
● Strong brand value and history
● Coca cola targets people of all ages
● Coca Cola brand has tremendous amount
of customer loyalty and having a vast
global presence in the market across 200
Weakness
● Insufficient health benefits in beverages,
● Huge competition with Pepsi co, Yeo’s, Pokka
and F&N in the Singapore beverage industry.
● Over-reliance on carbonated drinks
● Negative publicity over the years

countries.
● Unrivaled marketing strategies
Opportunities
● Growing health trends, more and more
people wants to eat and drink healthy.
● Growth in water consumption
● Diversification in the food and health
business will very much improve the
offerings of Coca Cola to their customers
● Increasing population thus increase
consumption. Larger market share
Threats
● Ever changing consumer tastes
● Indirect competitors like starbucks, coffee bean
or KOI
● Water Scarcity is on the rise. If water is limited,
Coca Cola will experience a massive downfall
in revenue
● High Rising Cost
● Tough competition as competitors have huge
variety of products
Marketing objectives
1. To promote the lesser known products that is under the Coca Cola enterprise to be more
successful.
2. To increase overall brand awareness and achieve top-of-the-mind-awareness
Marketing Strategy
The strategy Coca Cola has used over the years is without a doubt the differentiation strategy.
This strategy calls for a service or product that offers exclusive and unique features that are
valued by consumers. Consumers also perceive the product to be different or better than that of
its competitors. Coca Cola spends about twenty percent of their total advertising budget on
preserving its differentiation strategy. Coca cola has expertly positioned itself in consumer’s
minds as timeless and ‘never go out of trend’.
Proposed market and product decisions
Considering that Social Media has become the greatest marketing tool, Coca Cola could focus
more on this area to extend its reach to all parts of the globe. Engaging and interacting with its
consumers through social media platforms such as Facebook and Twitter would increase
awareness for advertisements in the future and expand brand recognition.

Coca-cola Implementation Tactics using Marketing Mix
Objective 1: To promote the
lesser known products that is
under the Coca Cola enterprise
to be more successful.
Objective 2: To increase overall
brand awareness and achieve
“top-of-the-mind” awareness
Marketing Channels
& Supply Chain
-Participate in trade shows to
increase exposure
-Create relationships with more
customers yearly, expanding
overall network
-Reward customers who refer new
customers with discounts and
additional services.
Products -Innovative packaging to attract
attention.
Not applicable for Objective 2
Services Not applicable for Objective 1 Not applicable for Objective 2
Value & Pricing -Bundle pricing to pair lesser
known products together with
popular products. To let
customers try and experience
the lesser known products.
-Promote awareness to customers
by sharing value through
advertising and social media
Marketing
Communications
-Publicity to feature more on
lesser known products.
(Advertisements and social
media)
-Special sales catalogue that
features only the lesser known
products to be sent to customers
-Constantly update customers
with latest promotions and
services available through
monthly e-newsletter
Personal Selling &
Sales Management
-Sales representatives to place
higher emphasis on lesser
known products when promoting
to prospective customers.
-Different emails targeted at
different segments of customers.
-For customers who haven’t
ordered in the last 6 months,
promotions and discount to be
sent.
- For customers who have
ordered recently, feedback and
survey emails to understand how
the company has performed so
far.
-For prospective customers
who have yet to make any

purchase, update them with
company’s latest promotion and
offerings.

Channel conditions:
Structure
Low-moderate levels of
interdependence, long-term perspective
and mutual benefit.
Climate
Moderate level of trust and support
between channel members - no
presence of channel conflict
Power
Relatively equal power amongst member
up and down the stream
Qualitative channel outcomes:
Coordination
Achieved through the equal balance of
power and integration of channel
members.
Satisfaction
With no existence of channel and the
ability to reach the two objectives set.
Commitment
Shown through 6 components of
relationships and the ladder of loyalty
between Coca-cola and their customers.
Also adapting the factors (long-term
perspective, mutual benefit and trust) to
channel members and communications
members.
Quantitative Channel outcome
performance:
-Prevent Coke from falling into the
“Decline” stage of Product life cycle while
pushing other products into the “growth”
stage
- Maintain as the top recognized brand
Communication strategies:
Frequency
Continuity strategy is utilized to set as a
constant reminder to customers without
overloading them with information.
-Trade Shows - Whenever opportunity
arises
-Media Ad - Pulsing strategy, every
alternate months.
-Differentiated email - monthly, but
targeted at different consumer segment
every month.
-Social Media Updates - Weekly, to
maintain strong brand recognition.
Direction
Communication should be two-way,
allowing feedback and understanding
from both parties.
Modality
Considering that Coca-Cola is already an
established brand, messages should be
friendly and polite to customers.
Content
Direct influence - Considering the 2
objectives listed, the marketing efforts
have two ultimate goals: To promote the
lesser known products that is under the
Coca Cola enterprise to be more
successful and To increase overall brand
awareness and achieve “top-of-the-mind”
awareness

Implementation Measurement Plan
Objective How it is measured? Why?
Objective 1: To promote the
lesser known products that is
under the Coca Cola
enterprise to be more
successful.
Sales volume of the lesser
known products 6 months
before and after the
implementation of marketing
strategies.
By understanding the
changes in sales volume
throughout the period, it is
possible to infer if the
marketing strategies were
successful in promoting the
lesser known products.
Objective 2: To increase
overall brand awareness and
achieve “top-of-the-mind”
awareness
By the number of unique
visitors on Coca-Cola’s
corporate customer website.
To understand the
effectiveness of the
marketing strategies, the
unique visitors number is a
good way to measure. An
influx of visitors will mean that
more customers are keen to
find out more. A more
detailed tracking can be done
by tracking the source of
URL, to see if the visitors had
visited the site through the
links that were blasted to
them.

Timeline and Budget
According to the timeline, more budget will be allocated for advertising, whereby 55% of the
overall budget will be spent on it. A total of $313,570 has been budgeted for the overall
implementation of marketing strategies.
References

Bhasin, H. (2017). Marketing mix of Coca Cola - 4 P's of Coca cola.. [online] Marketing91.com.
Available at: http://www.marketing91.com/marketing-mix-coca-cola/ [Accessed 6 Apr.
2017].
Dudovskiy, J. (2017). PepsiCo Marketing Communication Mix - Research Methodology. [online]
Research Methodology. Available at: http://research-methodology.net/pepsico-marketing-
communication-mix/ [Accessed 6 Apr. 2017].
Ferguson, E. (2017). PepsiCo’s Generic and Intensive Growth Strategies - Panmore Institute.
[online] Panmore Institute. Available at: http://panmore.com/pepsico-generic-strategy-
intensive-growth-strategies [Accessed 6 Apr. 2017].
Fraserandneave.com. (2017). Beverages. [online] Available at:
http://www.fraserandneave.com/our-brands/food-beverage/beverages#fnn [Accessed 6
Apr. 2017].
Fraserandneave.com. (2017). Fraserandneave. [online] Available at:
http://www.fraserandneave.com/docs/default-source/investor-relations/annual-reports/
2006/2006-section-04-p16-29.pdf?sfvrsn=2 [Accessed 6 Apr. 2017].
Guidemesingapore.com. (2017). Why Choose Singapore For Incorporating Your Business? |
GuideMeSingapore.com. [online] Available at:
https://www.guidemesingapore.com/incorporation/introduction/singapore-incorporation-
advantages [Accessed 6 Apr. 2017].
Ismail, R. (2017). Food and consumer Protection: A study on food legislation of selected
countries. 1st ed. Malaysia: Asia Law Institute, pp.1-20.
Kninn.blogspot.sg. (2017). Differentiation Strategy Coca Cola. [online] Available at:
http://kninn.blogspot.sg/2010/06/differentiation-strategy-coca-cola.html [Accessed 6 Apr.
2017].
LEONG, G. (2017). Etika snags PepsiCo franchise in S'pore. [online] The Straits Times.
Available at: http://www.straitstimes.com/business/companies-markets/etika-snags-
pepsico-franchise-in-spore [Accessed 6 Apr. 2017].
MIN, C. (2017). Singapore Budget 2017: Water prices to increase by 30% from July 1 in two
phases. [online] The Straits Times. Available at:
http://www.straitstimes.com/singapore/singapore-budget-2017-water-prices-to-increase-by-
30-from-july-1-in-two-phases [Accessed 6 Apr. 2017].
Pan, S. (2017). What POKKA Did Differently To Dominate The Tea Drink Market. [online]
Thesmartlocal.com. Available at: http://thesmartlocal.com/read/pokka-factory [Accessed 6
Apr. 2017].
Pepsico.com. (2017). Global Divisions - PepsiCo. [online] Available at:
http://www.pepsico.com/company/global-divisions [Accessed 6 Apr. 2017].

Pokka.com.sg. (2017). LOGISTIC BUSINESS. [online] Available at:
http://www.pokka.com.sg/pokka/index.php/aboutus/logistic-business [Accessed 6 Apr.
2017].
Ramchandani, N. (2017). Coca-Cola Singapore Beverages to shut Tuas plant; commits
US$100m investment. [online] The Business Times. Available at:
http://www.businesstimes.com.sg/companies-markets/coca-cola-singapore-beverages-to-
shut-tuas-plant-commits-us100m-investment [Accessed 6 Apr. 2017].
Statutes.agc.gov.sg. (2017). Singapore Statutes Online - 283 - Sale of Food Act. [online]
Available at: http://statutes.agc.gov.sg/aol/search/display/view.w3p;ident=c3c00511-3c08-
4f51-89be-eabc6e913d1d;page=0;query=DocId%3A03f24941-d944-4002-bbab-
7a2361330ef2%20Depth%3A0%20Status%3Ainforce;rec=0 [Accessed 6 Apr. 2017].
Tay, V. (2017). LOOK Pokka shows how to rule the world with real coffee. [online] Marketing
Interactive. Available at: http://www.marketing-interactive.com/look-pokka-shows-how-to-
rule-the-world-with-real-coffee/ [Accessed 6 Apr. 2017].
User, S. (2017). LOGISTIC BUSINESS. [online] Pokka.com.sg. Available at:
http://www.pokka.com.sg/pokka/index.php/aboutus/logistic-business [Accessed 6 Apr.
2017].
Wholesaling, G. (2017). Wholesalers: What Style of Communicator is Your Sales Manager?.
[online] Wholesaler Masterminds. Available at:
https://wholesalermasterminds.com/2010/02/wholesalers-what-style-of-communicator-is-
your-sales-manager/ [Accessed 6 Apr. 2017].
Wikinvest.com. (2017). Raw Materials for Coca-Cola_Company (KO). [online] Available at:
http://www.wikinvest.com/stock/Coca-Cola_Company_(KO)/Raw_Materials [Accessed 6
Apr. 2017].
WONG, L. (2017). Electricity tariffs to increase from April 1. [online] The Straits Times. Available
at: http://www.straitstimes.com/singapore/electricity-tariffs-to-increase-from-april-1
[Accessed 6 Apr. 2017].
Quality Assurance & Food Safety. (2017). Coca-Cola - Quality Assurance & Food Safety.
[online] Available at: http://www.qualityassurancemag.com/article/qa0413-coca-cola-
company-profile/ [Accessed 6 Apr. 2017].
Wholesaling, G. (2017). Wholesalers: What Style of Communicator is Your Sales Manager?.
[online] Wholesaler Masterminds. Available at:
https://wholesalermasterminds.com/2010/02/wholesalers-what-style-of-communicator-is-
your-sales-manager/ [Accessed 6 Apr. 2017].

DBS VICKERS SECURITIES,. Industry Focus ASEAN Grocery Retail. Singapore: N.p., 2015.
Print.
Marketline,. Food & Grocery Retail In Singapore. 2016. Print. Marketline Industry Profile.
Marketline,. Company Profile Yeo Hiap Seng Limited. 2016. Print. Marketline Industry Profile.