Developing marketing strategy development TABLE OF CONTENTS

Marketing Strategy
Development

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Issue 1: Brief description of Coca Cola and food and beverage industry..............................1
Issue 2: Analysing 5C in respect of Coca Cola......................................................................2
Issue 3: Accumulating information........................................................................................4
Issue 4: Developing marketing strategy.................................................................................6
Issue 5: Developing marketing tactics....................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the process through which organisations promotes its products an services to
target customers by using different tactics. Marketing activities are undertaken by the firm in
order to obtain higher sales and profits (Grant, 2016). It is the process through which firms tends
to deliver precise information about the products and services to their target market. In this
context, the present report will focus on developing the marketing strategies for Coca Cola which
operates in food and beverages industry. With this regard, the brief description of cited firm and
the food and beverage industry will be provided in this report. Along with it, the 5C i.e.
Company, Customers, Collaborators, Competitors and Context will be evaluated in the study.
The way management could accumulate the information will be assessed and development of
strategies on the basis of analysis will be carried out. Eventually, the recommendation and
justification of detailed marketing mix will be provided.
MAIN BODY
Issue 1: Brief description of Coca Cola and food and beverage industry
Coca- Cola company specialises in producing, manufacturing and retailing non-alcoholic
drinks, beverage concentrates and syrups, whose headquarter is located in Atlanta, Georgia,
United States of America. It was founded in 1886 by John Smith Pemberton who was a
pharmacist by profession (Larivière and et.al., 2016). Coca Cola is leading organisation
operating in food and beverage industry. With presence in over 200 countries, the organisation
able to deliver its products to over 1.7 billion customers. Vision statement of firm is developed in
order to support the mission statement. The vision of coca cola is to work collaborative with
employees and stakeholders in order to increase its brand reputation and gain competitive
advantage within market place. Core value of coca cola guides company's actions and describe
organisation behaviour. Coca Cola products helps in developing the organisation marketing
strategies. The advertisements broadcasts by Coca Cola are unique and attractive which helps in
attraction of more and more customers towards organisation. The role of brand is to enhance the
customer attraction and retentions which helps in developting the organisational marketing
strategies.
Table 1: Coca Cola Company Values
 Leadership The courage to shape better future
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 Integrity Be real
 Passion Committed in heart and mind
 Quality What we do, We do well
 Collaboration Leverage collective genius
 Accountability If it's to be, it's up to me
 Diversity As inclusive as our brands
Marketing strategies of Coca Cola is similar in overseas market. They aim to target
young customers and their marketing campaigns and advertisements are specifically made to
attract youth only.
Coca Cola products and beverages are enjoyed by 1.9 billion consumers in more than 200
countries each day. The mission of Coca Cola is to provide products which helps in refreshing
the world in mind, body and spirit. To inspire the phenomena of optimism through its products
and actions and to establish unique value which certainly makes a difference (Our Consumers,
2018). The strength of company is the unique concentrated formula flavour and range of
products with the help of which the company is able sustain in the competitive environment.
Issue 2: Analysing 5C in respect of Coca Cola
In order to comprehend the internal and external environment of business 5C analysis is
considered as one of the best framework. It is the technique which is used to undertake
situational analysis of firm. To sustain in present competitive environment, it becomes necessary
for firm to identify and satisfy needs and expectations of customers. In order to do that, an
organisation must carry out situational analysis to understand the influence of different
environmental factors on the firm. The 5C analysis helps in scanning the environment by
focusing on 5 key areas these are company, customers, collaborators, competitors and context,
which are especially applicable to marketing decision. In order to understand the influence of
internal and external environment on Coca Cola, the 5C analysis is described below:
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