Paper on Marketing & Management of Coca-Cola Company

Added on - 28 May 2020

  • 12

    pages

  • 2957

    words

  • 2

    views

  • 0

    downloads

Showing pages 1 to 4 of 12 pages
Running head: Marketing & managementMarketing & management
Marketing & managementTable of ContentsIntroduction.................................................................................................................................................3Description about organization and industry..............................................................................................3Growth....................................................................................................................................................3Profitability..............................................................................................................................................4Environmental analysis (Pestle analysis).................................................................................................5Market segmentation..................................................................................................................................6Primary target market.................................................................................................................................6Secondary market.......................................................................................................................................7Level of involvement of primary target market in organizational decision making.....................................7Nature of competition.................................................................................................................................8Strengths.................................................................................................................................................8Weaknesses.............................................................................................................................................9Positioning map of Coca-Cola......................................................................................................................9Conclusion.................................................................................................................................................10References.................................................................................................................................................112
Marketing & managementIntroductionMarketing research and survey play a significant role to examine and evaluate theenvironment and challenges of the market. It also helps to assist and guide the firm in promotingand enhancing the operations and practices. Here is the discussion about the company, which hasbeen chosen in the previous assessment, i.e. Coca-Cola Company. The paper explains thegrowth, pestle analysis, profitability and current trends of the organization. Furthermore, thereport also explains the significance of the primary and secondary market of the company. Noneof the firm can survive its business without a target audience. Coca-Cola is one of the biggestleaders in the beverage sector, but still, some challenges and barriers are faced by the firm. Itdepicts that how primary market affects decision-making process in an organization. At the end,a positioning map is formulated by considering the primary market, competition, and level ofinvolvement of the target audience.Description about organization and industryCoca-Cola Company is an American multinational beverage corporation, marketer, andretailer of nonalcoholic beverage syrups. The firm is famous for its flagship products andservices. The organization was founded in 1886 with its headquartered is located in the UnitedStates. Coca-Cola franchise is the biggest beverage industry in the world. It dominated a 48% ofthe global market share. The firm operates its business activities and operations in more than 200countries. The company offers a wide range of products such as juices, tea, coffee, sportsbeverages, and water. Muhtar Kent is the chairmen of the organization with James Quincey as achief executive officer and president. The main objective of the firm is to maximize and increasethe long-term return to shareholders while being attentive to overall roles and responsibilities. Intoday’s modern world, Coca-Cola Company is increasing and maximizing returns and revenue ofthe firm. The firm is a soft drink empire and serves customers across the world (Coca Cola, 2017).GrowthCoca-Cola is the biggest seller of non-alcoholic beverages in the world. The companyreported fall in revenue in the third quarter by 14.62% to $ 9, 078,00 million from the samequarter in 2016. On the other hand, the dividend of the organization has been increased.3
Marketing & managementApproximately, 22,000 Coca-Cola beverages and soft drinks are consumed every second in themarket. Apart from this, the firm uses growth and corporate level strategies to increase thedemand and sale of the products and services.(Source: Adam Levine, 2017)ProfitabilityThe statistic indicates the Coca-Cola financial key figures and company’s revenue from2009 to 2016. In 2016, the firm revenue amounted to 35,12 billion U.S. dollars. The organizationis a producer, manufacturer, marketer and retailer of non-alcoholic beverages and Coca-Cola iswell known and famous for its soft drinks and beverages in the market (Statista, 2017). Therevenue and income of the company have been shown in below diagram.(Source: Statista, 2018)4
desklib-logo
You’re reading a preview
card-image

To View Complete Document

Become a Desklib Library Member.
Subscribe to our plans

Unlock This Document