marketing management

MARKETING MANAGEMENT

Table of Contents
INTRODUCTION......................................................................................................................1
TASK 1......................................................................................................................................1
1.1 Growth..............................................................................................................................1
1.2 Profitability......................................................................................................................1
1.3 PESTLE analysis..............................................................................................................2
TASK 2......................................................................................................................................3
2.1 Major market segments of Coca-Cola in Australia..........................................................3
TASK 3......................................................................................................................................4
3.1 Involvement of primary segments in business decisions.................................................4
TASK 4......................................................................................................................................5
4.1 Competition......................................................................................................................5
TASK 5......................................................................................................................................6
5.1 Positioning for Coke........................................................................................................6
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

List of Figures
Figure 1: Percentage of soft drink consumption in Australia....................................................2
Figure 2: Positioning map of Coca-Cola....................................................................................7

INTRODUCTION
The concept of marketing management is the planning, analysis, implementation and
control of programs developed to bring desired exchanges in the target market to achieve the
corporate goals. Here, the report is inculcating about marketing management of Coke in the
Australian market. To analyse the way in which company manages its operations and
evaluating factors that impact on the business growth and profitability, the internal and
external analysis of Coca-Cola is undertaken. Moreover, the segmentation and targeting
strategies of the company is evaluated to identify its primary and secondary target market and
level to which business decisions are affected by these targets. Also, the company’s strategic
position is assessed by comparing its strengths and weaknesses from the rivals.
TASK 1
1.1 Growth
Over the past five years, the soft drink manufacturing sector of Australia have been
characterised by a changing customer trends and weak retail environment, which is limiting
the industry’s substantial revenue growth. In spite of these threats, the rising popularity of
high value energy drinks and sports and an improving focus on the ranges of diet drinks have
supported the growth of the industry. As a consequence, the revenue of an industry is forecast
to improve at an annual rate of 2.4% in next five years. It comprises the estimated growth of
2.2% in this year only, i.e. to reach $4.4 billion. Moreover, the global and domestic economic
uncertainty over the past five years has resulted in weak customers’ sentiment and soft retail
conditions, which is causing buyers to cut their spending (Soft Drink Manufacturing, 2014).
1.2 Profitability
The Australian soft drink market leader is Coca-Cola and its sub-brand including
Vanilla Coke, Coke Zero and Diet Coke. Among 14-24 years of youths, 38% generally
consumes at least one soft drink of Coca-Cola in a week, which has been increased by 3%
from 2013 along with the year-on-year increases of the sale of Vanilla Coke, Diet Coke and
Coca-Cola. On the other side, the marked decreases are shown in the soft drink consumption
of Australians belonging to the age group of 25-34 years old. In 2013, 56% drank one soft
drink in a week, which has fallen to 53% in 2014. Specifically, the percentage who drank
Coca-Cola brand has also decreased from 41 to 37% (Soft Drink Manufacturing in Australia,
2016).
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