Coca-Cola Company Analysis

MARKETING STRATEGY OF COCA-COLA COMPANY 1
ANALYSIS OF COCA-COLA COMPANY AND ITS OPERATING ENVIRONMENTS
FROM THE MARKETING PERSPECTIVE
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MARKETING STRATEGY OF COCA-COLA COMPANY 2
Table of Contents
Introduction.................................................................................................................... 3
Orientation of Coca-Cola Company towards marketing..........................................................4
Description of the products the company offers to the market...................................................4
Role the brand has in Coca-Cola Company’s marketing strategy...............................................5
5Cs of the Coca-Cola Company........................................................................................... 5
Company.................................................................................................................... 5
Customers.................................................................................................................. 6
Collaborators.............................................................................................................. 7
Competitors................................................................................................................ 7
Context...................................................................................................................... 8
Developing marketing Strategy............................................................................................ 9
Potential market segments available to the Coca-Cola Company...............................................9
Choice of marketplace target......................................................................................... 10
Value proposition for the target market............................................................................10
Positioning statement for the target market........................................................................11
Developing marketing Tactics........................................................................................... 11
Marketing mix (4-7Ps) to support the strategies of marketing for Coca-Cola Company.....................12
References................................................................................................................... 13

MARKETING STRATEGY OF COCA-COLA COMPANY 3
Introduction
Coca-Cola Company for an extended period continues to be the biggest retailer,
manufacturer, as well as marketer of different soft drinks. Therefore, Coca-Cola Company
belongs to the beverage industry around the marketplaces. Coca-Cola Company remains to be
the non-alcoholic beverage industry as well as one of the producers of the global brand known as
Coke (Gertner & Rifkin 2017). The company's mission focuses on refreshing the world body,
spirit, and mind. It also has the mission of inspiring moments of happiness and optimism through
their brand and actions. Besides, the company works under the mission that aims at creating the
value and making a difference in the world of refreshment. The primary vision of Coca-Cola
Company is to achieve its underlined mission. The company has set the vision of highlighting
and developing set goals that aim at working with their bottlers to deliver. Furthermore, the value
statements that Coca-Cola Company utilizes to communicate its purpose include the shared
values guide of actions that describe how the company behaves in the global society (Koh 2012).
The value statements are the quality leadership that aims at couraging operations of the company
to shape a better future. The slogan of Coca-Cola Company is short, memorable catch phrase and
applies to identify the product or advertisement of the enterprise. Therefore, the advertisement
slogan associated with Coca-Cola Company is “Things go better with Coke,” and another slogan
is the “Live on the Coke side of life.”
Orientation of Coca-Cola Company towards marketing
The marketing orientation of the Coca-Cola Company involves various approaches. The
major marketing orientation for the Coca-Cola Company includes product orientation as well as

MARKETING STRATEGY OF COCA-COLA COMPANY 4
market orientation. Product orientation remains to be the methods that the company use in
knowing which places they can put their primary focus of attention upon the process of
production and the product (Elmore 2013). Conversely, marketing orientation of Coca-Cola
Company forms the process that continually identifies, reviews, along with analyzing needs of
consumers. Coca-Cola Company has the action direction rather than waiting for change to occur
making it be at the leading edge of driving its operation efforts forward (Yuvaraju et al., 2012).
The orientation of such marketing strategies by the company aims at creating customer value
most efficiently, subject to ethical and other constraints that one might possess. The company
involves the use of delivering customer value. Moreover, the orientation that targets at the
client's value remains to be the central idea behind the marketing of Coca-Cola Company in
creating products of value to one or more loyal and targeted customers.
Description of the products the company offers to the market
COKE Company offers soft drink products around the global marketplace. It remain to be
the world’s leading beverage organization that refreshed consumer with over five hundred
sparking as well as still brands. COKE Company has the lasting selection of different types of
brands in the soft drink business (Gagarin 2012). It features twenty-one brands that presently can
generate more than one billion US dollars in the annual retail sales. Some of the company’s
products comprising of Coca-Cola, Powerade, Fanta, Del Valle, Sprite, Coca-Cola Zero, Georgia
Coffee, Coca-Cola Light, Minute Maid, and Dasani among other products.
Role the brand has in Coca-Cola Company’s marketing strategy
Every brand of the Coca-Cola Company’s plays essential roles in different marketing
strategies of the company. Some of the strategies that the strong portfolio brands play a
significant role are the product strategy, pricing, advertisement distribution, promotion, direct