Marketing Plan and CSR for Coca-Cola

This assignment examines the relationship between a company's marketing plan and its Corporate Social Responsibility (CSR) initiatives, using Coca-Cola as a case study. It delves into how ethical training for stakeholders is integrated within CSR and explores the influence of these strategies on business enhancement, market research, product development, pricing, promotion, distribution, and overall organizational growth. The analysis considers both internal improvements and the sustainability of the company through its marketing plan and CSR goals.

Running head: MANAGEMENT THEORY AND PRACTICES
Management Theory and Practices
Name of the Student
Name of the University
Author Note

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Introduction
The purpose of CSR is to promote the corporate social responsibility towards the society
and the environment as imposed by large multinational organization to have an edge over other
competitors in the market. The strategies used by Coca Cola in marketing their product are also
described. Large organization has the obligation to act and serve both the interest of the
stakeholders which represents the society at large as well the organization. “Coca cola being a
global brand has sold its product in all parts of the world. Coca Cola founded in the Country
Delaware”. It has its headquartered in Atlanta.
The only evident thing in the World is change, therefore in order to sustain in the market
the company must change and bring about innovation in the product quality and quantity,
packaging, advertising. It is the new strategies, which supports the company to sustain in the
market.
Coca Cola to build their trusted, quality brands, which serve the people. The MNC Coca
cola makes a way forward by focusing on various business strategies, and many more
sustainability program me and concepts in influencing sustainability practices in Coca cola based
on convenience and the choice, which the customers make in the market.
The essential elements of Corporate Social Responsibility is how the company is able to
promote the welfare of the organization and how the organization is able to take initiative for the
society and the environment and promote its product and the organization. This strategy can
enable selling the product at a reasonable price to attract the consumers towards their brand
(Ang’wech, 2012).

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Corporate Social responsibility practices for Coca Cola
Sustainable development means “Our goal is to use our Company’s assets — our brands,
financial strength, unrivalled distribution system, global reach, and the talent and strong
commitment of our management and associates — to become more competitive and to accelerate
growth in a manner that creates value for our shareowners.” The CSR report is to focus on the
company’s stakeholders need and to improve the social and the economic sustainability of the
customers. Coca cola follows a CSR approach and principles in helping the stakeholders to
improve (Armstrong et al ,2015).
The company has the philanthropic benefits and improved social capital for the intangible
benefits and for the improvement of the brand awareness that will ultimately translate all the
business profits although it is not the CSR goals. The CSR cost is taken by the company to
provide charity and philanthropic purpose. The company’s belief and the company take initiative
to have a position in the market place or workplace, community, and environment.
Management and Organizational theories
1. Type of segmentation

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Figure 1: Pattern of Segmentation
Source: (Benn, Dunphy & Griffiths, 2014)
While for the demographic variables Companies focus on factors such as income,
education, and marital status , and the gender, age, and stages of life thereby the company is able
to analyze how the consumers influence purchase decisions.
In order to determine psychographic segmentation, Coca Cola targets people based on
general brand consciousness (Berthon et al,2012). They offer products to all age groups. So for
every member of a family Coca Cola has its varieties.
2. SWOT Analysis
SWOT Analysis means to analyze the strength, weakness, opportunities and threats
potent to the company.

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The Strengths of the organization is as follows:
• Market leader of all the soft drinks company. Coca-Cola has enormous world appeal.
(Blowfield & Murray, 2014).
• Social Corporate Responsibility –The Company does sponsorship at UK Football Leagues.
They continue sponsorship at the Olympics (Czinkota& Ronkainen, 2013).
The Weaknesses is as follows:
• Coca-Cola has effects the teeth, which is an issue for health care.
• If a person is addicted to Coca-Cola then there is health problem and because of drinking Coca-
Cola daily it has an effect on the body after few years (Tinnish & Lynch,2015).
The Opportunities is as follows:
 Brand recognition comes as a significant factor and thus affecting the Coke's competitive
position.
 The company has a ‘green businesses and sustainability in packaging business (De
Mooij,2013).
The threats are as follows:
 Currently, there is a threat for the new viable competitors and it is in the soft drink
industry
Porters Five Forces
Porter’s five forces allow the companies so that they see how competitive can an industry
be. Coca-Cola can be (Lasserre, 2012).

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Product Differentiation Strategy: Through this differentiation strategy, the company will
try to position their products in such a manner that it is able to stand out as a different product
from the products that is of the same category (Ramamurti, 2012).
Cost Minimization: Through this cost leadership strategy, the company will be able to
position their product which is cheaper than that of its competitor (Schuler et al ,2017).
CSR Initiative by Coca Cola
In order to be a responsible corporate citizen, the Company has to be very committed so that they
get sustainable development and it gets the natural resources such as water, environment
education, social advancement and promoting gender equality and empowerment of women in
the past years. The Company will focus on the key areas like Water, Agriculture and Recycling.
The CSR rules that the Government has taken out are thoroughly followed by the company are
activities undertaken in pursuance of normal course of business of a Company:
1. Eradicating the need of hunger and poverty and thereby promoting and preventing the
health care and sanitation including the promotion of safe drinking water;
2. Promoting of education and also including proper employment and enhancing the
vocation skills which is encouraged among children
3. Promoting of gender equality and empowering women and also setting up homes for old
age homes
4. Ensuring that the sustainability of the environment and also the ecological balance for
protection of flora and fauna, animal, welfare,

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5. Protection of national heritage, art and culture including restoration of buildings and
women;
6. Contributions of funds and also upliftment of lower and backward classes provided by
technology incubators which is located within academic institutions and approved by the
Central Government;
7. Rural development of projects.
8. Slum area development.
Coca cola’s CSR Policies and Practices which serve both the interests of the company and
the interests of Stakeholders and the Society
CSR is the deliberate including of the public interest of the society into the corporate decision
making so that the Company is able to focus on the triple bottom line that is people, planet and
the profit.
 People: The Company has committed for the equal and fair treatment to all the people
who are working for the organization.
 Partners: The Company engages effectively in the activities with the partners and the
stakeholders.
 Portfolio: The Company has offered the best quality products with Coca cola and more
than 2600 beverage products.
 Profit: The Company is able to maximize the shareholders value while being aware of the
responsibilities of the company.

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 Planet: The Company is working towards being leaders and is responsible for utilizing
the water and the resources effectively so that the business grows.
Figure 2: CSR Pyramid
Source: (Kapferer & Bastien, 2012).
Potential Business Benefits
The benefits of the CSR policy affect the nature of the organization that are difficult to quantify
and measures the financial performance.
 Human Resources: The CSR can help in the recruitment and the retention.CSR helps in
the improvement of the staff of the company and also helps in improving the payroll of
the company

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 Risk Management: One of the integral parts of the corporate is managing risk. The
company draws the attention of the regulators and the Court. Thus building a genuine
culture on doing the right thing.
 Brand differentiation: CSR plays a vital role in building the customers and the loyalty of
the people based on the ethical values.
 License to operate: The Company persuades the government and the public to take the
issues of the public such as the health and safety of the environment.
 Ethical training to the stakeholders as initiative of CSR:
Conclusion
Marketing plan and the corporate social responsibility helps in the enhancement of the
strategies of the company and thus it helps in gathering of all necessary information including,
the business and the market research thereby analyzing the target market and finally the product
development. It helps in price setting, promotional efforts and distribution of matters. The more
efforts which the company gives in the improvement of the CSR or the marketing plan, the more
growth will be of business and better is for the organization .All the necessary parts in this
marketing plan and the CSR goals helps in an improvement and sustainability of the company as
discussed in the brand Coca-Cola.

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References
Ang’wech, M.A., 2012. Competitive Strategies adopted by Coca-Cola Kenya. Unpublished
research project, School of business, University of Nairobi.
Armstrong, G., Kotler, P., Harker, M. & Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Benn, S., Dunphy, D., & Griffiths, A. (2014). Organizational change for corporate
sustainability. Routledge.
Berthon, P.R., Pitt, L.F., Plangger, K. & Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), pp.261-271
Blowfield, M., & Murray, A. (2014). Corporate responsibility. Oxford University Press.
Czinkota, M.R. & Ronkainen, I.A., 2013. International marketing. Cengage Learning
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications
Kapferer, J.N. & Bastien, V., 2012. The luxury strategy: break the rules of marketing to build
luxury brands. Kogan page publishers.
Krützkamp, K., 2013. Celebrity-Marketing: Market penetration by image transfer from stars

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using the example of the brand Coca-Cola light of the beverage producer Coca Cola.
Lasserre, P., 2012. Global strategic management. Palgrave Macmillan.
Ramamurti, R., 2012. What is really different about emerging market multinationals?. Global
Strategy Journal, 2(1), pp.41-47.
Schuler, D., Rasche, A., Etzion, D., & Newton, L. (2017). Guest Editors’ Introduction:
Corporate Sustainability Management and Environmental Ethics. Business Ethics
Quarterly, 27(2), 213-237.
Tinnish, S. M., & Lynch, K. D. (2015). The role of leadership and organizational
competencies in corporate social responsibility programmes. Sustainability in
Hospitality: How Innovative Hotels are Transforming the Industry, 79.

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