CMI710 Learner Statement of Authenticity

Marketing Strategy
Marketing Strategy
CMI-APR-2021-LV7-84
Marketing Strategy CMI-APR-2021-LV7-84
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Marketing Strategy CMI-APR-2021-LV7-84
Learner Statement of Authenticity
This statement must be completed and signed by the learner and accompany the
assignment.
Learner Name: P R W M D N Weerakotuwa
Learner Number: CMI-APR-2021-LV7-84
Centre: Cambridge College
Qualification: CMI Level 7
Unit Title and Number: Marketing Strategy – CMI710
Learner Statement of Authenticity:
I confirm that the attached completed assignment is all my own work, and does
not include any work completed by anyone other than myself. I have completed
the assignment in accordance with CMI’s instructions and within the time limits set
by my Centre. By signing my name below, I am agreeing that I have read and
understood the Learner Statement of Authenticity.
Signature:
Date: 14.08.2021
Centre Confirmation of Authenticity:
I confirm that this learner:
 is registered at this CMI Centre on a programme of study leading to a
Chartered Management Institute qualification.
 is, to the best of my knowledge, the sole author of the completed
assessment submitted and has been completed in accordance with CMI
instructions and within the time limits set. I have had the opportunity to
monitor and question the learner during the completion of this assessment.
Name and job title:
Signature:
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Marketing Strategy CMI-APR-2021-LV7-84
Table of Contents
No table of contents entries found.
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Marketing Strategy CMI-APR-2021-LV7-84
Acknowledgement
Mr. Chathura Ganegoda, our marketing strategy module instructor, has been a wonderful assistance
to me throughout the course. His encouragement, marketing experience, and material provided in
lectures were really helpful in attaining a higher module outcome.
Also I would like thank Cambridge College for doing a great service and providing the students with
necessary assistance whenever needed.
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Marketing Strategy CMI-APR-2021-LV7-84
Executive Summary
The report aims to analyse the marketing strategy of The Coca-Cola Company (Coca-Cola Beverages
Sri Lanka Limited) concerning its strategic marketing process. It addresses the company's latest
marketing plans for attracting and maintaining clients. In the initial part of the assignment, many
marketing frameworks and technologies are critically assessed. These frames were selected because
they were relevant to the Coca-Cola Sri Lanka context. PESTEL, SWOT, Porter's Value Chain, and
Porter's Five Forces are among the theories applied. This section examines the advantages and
disadvantages of each framework, as well as how they help in the marketing strategy. The second
part of task one looks at how the company's strategic goals, evolving marketing environments, and
emerging digital marketing affect marketing strategy. Since Coca-Cola Sri Lanka is a product-oriented
company, marketing is viewed like a different function. As a consequence, the company's marketing
strategy should be in line with its overall business objectives. Before establishing a marketing
strategy, it is vital to recognize how the outside world operates. This is essential to learn how to adopt
new marketing trends, such as digital marketing, throughout business strategy in order to keep it
contemporary and consistent.
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Marketing Strategy CMI-APR-2021-LV7-84
Introduction and Background
Coca-Cola Company is a large multinational company that provides more than 500 brands in around
200 countries globally. The company portfolio includes a diversified beverage range such as green
tea, coffee, coconut, soy-based beverages, Vitaminwater, sports drinks, and juice. The purpose of this
business is to use its assets to be the most competitive and accelerate growth in order to create value
for our shareholders (The Coca-Cola Company, 2018). In addition, they are reducing sugar in their
products and contribute to the environment by replenishing the water and promoting recycling. The
company provides more than 700,000 job opportunities.
Moreover, the company has different segments worldwide: Europe-Middle East- Africa, North
America, Latin America, Asia Pacific, and Bottling investments. The company has two types of
products as concentrates products and finished products. Finished products have lower profit margins
than concentrate products.
The Coca-Cola Beverages Sri Lanka Limited was established in 1961 as a franchise. This is located
at Biyagama, and 700 employees work in the company. In Sri Lanka, this company promotes
sustainable growth with three categories named water scarcity, waste management, and women
empowerment. The company organised a program called world without waste, and its main aim is to
collect and recycle its waste 100% by 2030.
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Task One
1.1. Theoretical Frameworks and processes which Inform Strategic Marketing
Market strategy is an organisations' integrated pattern of decisions, especially concerning the
products, delivery of products that value to customers and provide a value to the customers in
exchange with organisation, and through this, organisations can achieve their objectives
(Varadarajan, 2010). Prior literature explains that the theories in market strategy use economic
theories to demonstrate the concepts of market strategy, including the differences in potential
consumers and products.
Different literature defines the market strategy in numerous ways. When considering the prior
literature regarding the marketing strategy of Coca-cola organization, that has explained the
marketing strategy as what draws the map of demonstrating how the organization can achieve its
sustainable business environment in long term by competing in the industry with rival organizations
(Mayureshnikam, 2018). Sustainable competitive advantage is what the organizations looking through
market strategy while achieving the customers’ expectations as well as company objectives. However,
the marketing strategy supports deriving the organizational goals and ensures the organization’s
efforts are in the right direction. Further, a successful marketing strategy may consider as a win-win
situation in the literature for the organization as well as the customers. Because when the
organization is able to increase customer satisfaction and that may result in enhancing the
organization’s brand value while being the top of the competitors in the market.
This report is used different frameworks such as the Ansoff model, PESTEL, SWOT, Porter’s Five
Forces and Value Chain analysis that could be used to analyse the strategic marketing concepts of
the Coca-Cola organisation. When considering the Ansoff model that explains the strategies of growth
that support the organisation, how to plan the strategies to grow the organisation and the risk
associated with the strategies. When considering the relevant organisation that has implemented
different growth strategies over the years and since the past decade, the organisation started to use
diversification strategies that involved high risk. PESTEL and SWOT analysis are used here to
examine the external and internal factors that influence the organisation. However, selecting the
correct strategy is a process that is extremely comprehensive and difficult. To make that process
easier, this report used the SAF framework which considered the three factors that are highly
important when assessing and implementing the correct strategy to make it more effective and useful.
Authors such as Johnson, Scholes, and Whittington argued that when building a strategy that should
satisfy these three factors, and if that strategy satisfied above three factors, that would lead to the
right direction to achieve the objectives of the organization.
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1.2. Discuss the influence of an Organisation's strategic aims and context on a
marketing strategy
The company’s vision is to create a “Loved Brands, Sustainability and Better shared future” (The
Coca-Cola Company, 2021). Company objectives are, refresh the world and make a difference,
passion for people and their lives, cutting edge excellence in ingredient, design, marketing, and
innovation, grow business while reducing sugar, packaging with 100% collection, and reuse without
waste, invest in employee’s personal growth and talents.
When considering the organisation's strategic aims, which focus on market segmentation, brand
establishments and customer relationship, increasing financial and process efficiency, significant
consideration on core competencies and business model, when considering the market segmentation,
Coca-Cola has divided its market based on the capacity and the volume such as developed,
emerging, and developing markets. In developing markets such as Sri Lanka, they have considered
increasing sales rather than focusing on profits. Through that, the organisation believed that it would
achieve customer loyalty as well as the domain. Such simple and strategical methods were used
considering the context to achieve the current position in the domestic market and the world.
Coca-Cola made the wise decision to invest more than $250 million in updating and refining their
advertisements in order to increase the product's value. These commercials are targeted at creating a
perception of audiences by integrating Coca-Cola from a once-in-a-while beverage into a key
component of people's lives. During the same time, significant alliances were made with Monster
Beverage Corporation, Suja (a premium organic juice brand), Fairlife ultra filtered milk, and others to
strengthen their strategic performance in the energy drink, juice, and healthy drink sectors.
The relevant questions the steps of marketing strategy are mentioned in the following table.
Key Questions Relevant Step in Marketing Plan
Where are we now and how did we get here?  SWOT Analysis
 Marketing Audit
Where are we going?  Marketing Audit
 5C Analysis
Where would we like to be?  Mission Statement
 SMARY Objectives
How can we get there?  Define target audience
 Set measurable goals
 Create a budget
Table 01: Strategic Aims and Relevance to Marketing Strategy
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Following figure will represent the marketing plan process.
Figure 01: Marketing Planning Process
1.3. Critically review the influence of changing Market Environments on marketing
strategy
In order to analyze the Marketing conditions initially it will focus on SWOT analysis, then PESTEL,
Porter’s Five Forces and Value Chain analysis.
Strengths  Strong brand identity
 Highest brand equity
 Customer loyalty
 Wider distribution system
 Dominant market share
 Strong marketing and advertising
Weaknesses  Health concerns
 Product diversification
 Negative Publicity
 There is a shortage of variety.
 Market development opportunities are being squandered.
 A failure to explore new tastes
Opportunities  An introduction towards the health-conscious products
 Sri Lanka, is having high temperature, which may increase the
consumption of the products
 Increase in beverage consumption
 Decreased manufacturing material cost
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Threats  Criticisms regarding the water management system of the
organization
 Single-use plastic bottles have a bad impact
 High competition of the industry.
Table 02: SWOT Analysis of Coca Cola Company
Political Since Sri Lanka is still a developing country, there is no political
stability. Therefore, the country changes its taxes, regulations, special
regulations regarding beverages from time to time. Most frequently,
when the political parties change, these may change. However, when
these change from time to time, that may be a disadvantage to the
organisation.
Economical Sri Lanka has a really big issue with depreciating the domestic
currency. Further, covid-19 impacted the country's economy badly,
and that made to an economic recession. Those impact on increasing
the inflation rate as well. Therefore, the current situation in the
economy is not well, and that harms the organisation.
Social Sri Lanka has a high literacy rate. Further, recently the population in
the country is more concerned about health because there was a
gradual increment in the number of children with non-communicable
diseases. When people become more health conscious, that may
reduce the sales of the organisation.
Technological The company has good technological advancement, and the
company has a wide distribution system. Further, the company used
technology in operation and other organisational systems, which
impacts the organisation positively.
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Environmental The organisation has engaged in CSR projects that protect the
country's environment, which may increase the organisation's
reputation. However, the company had to face the bad weather
condition in past years, such as flood situations. The company had to
close and temporally stopped its operation as well.
Legal The regulations regarding beverage products, especially soft drinks,
are strict, and the rules such as employment and consumer
protection should be considered.
Table 03: PESTEL Analysis of Coca-Cola
Following table will highlight how Porter’s Five Forces work on Coca Cola and how they can address
each area (Fern Fort University, 2019).
Five Forces Application How to address?
Threat of New
Entrants
Soft drinks fuel creativity and
fresh perspectives, placing
demand mostly Coca-Cola
Company to lower prices, cut
 Along with creation of new products
and services. New features not only
bring in new customers, and yet
provide customer base with
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costs, and give competitive
advantages to customers. To
keep their strategic edge, the
Coca-Cola Company should deal
with all of these challenges and
put up relevant aspects.
motivation to purchase Coca-Cola
products.
 The fixed cost per unit can be
lowered by establishing economies
of scale.
 Investing in R&D as well as capacity
building. New arrivals are less
inclined to engage highly vibrant
industry when established
businesses, such as The Coca-Cola
Company, set the norm on a daily
basis. It significantly reduces the
window of opportunity for emerging
firms to achieve extraordinary
profits, deterring new entry into the
industry.
Bargaining Power
of Suppliers
Suppliers within a completely
dominant market might decrease
profits. Profitability is an
opportunity for the Coca-Cola
Company in the market. Market
power in the Consumer Goods
sector uses their negotiation
power to obtain higher prices from
firms in the Beverages-Soft
Drinks sector. Greater supplier
bargaining power significantly
reduces revenue in beverages-
soft drinks.
 By establishing an efficient supply
chain with a diverse set of
providers.
 By exploring new products that use
multiple resources, the company
may be able to switch to a different
raw material if the price of one
increase.
Bargaining Power
of Buyers
Buyers could be challenging.
They want to obtain the best
possible outcome while paying
the lowest amount. That damaged
The Coca-Cola Company's return
on the investment. Customers'
bargaining power as well as
ability to demand higher deals
and promotions grows as The
Coca-Cola Company's existing
customers declines and grows
 Through amassing a sizable
clientele. This is advantageous in
two ways. This will reduce buyers'
bargaining power and facilitate the
firm the opportunity to streamline its
sales and operations.
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stronger.
Threat of
Substitutes
Whenever a new product or
service meets equivalent
customer wants in a distinct
manner, industry profitability
suffers. Services such as
Dropbox and Google Drive, for
example, could be used to
substitute physical storage
devices. When a substitute
product or service offers a
considerably distinct business
model than the industry's present
capabilities, this creates a major
threat.
 Through emphasizing service rather
than product sales.
 Through concentrating on the
customer's core needs rather than
the goods being purchased.
 Customers' switching costs will be
increased as a result.
Rivalry among
firms
Prices would decline and the
industry's financial position would
decline if there was strong rivalry
between present competitors
within an industry. The Coca-Cola
Company operates in the
extremely competitive Beverages-
Soft Drinks industry. That
competition has a detrimental
long-term influence on the
organization's total revenue.
 By putting in place a long-term
distinguishing approach
 It will be able to compete more
successfully if it expands its scale.
 Instead of competing for a small
market, work with competitors to
grow the market.
Table 04: Porter’s Five Forces Analysis
The Coca-Cola system is not a unified entity in terms of law and management. Coca-Cola
manufactures and delivers extracts, beverage bases, and syrups to its bottling partners, while also
maintaining brand ownership and developing and implementing marketing initiatives. Bottling
partners, who are independent of Coca-Cola, produce, package, and merchandize the final product
prior to delivering it to customers and vending associates. Following table represents how value chain
works for Coca Cola.
Value Chain Factors Application
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Inbound Logistics  Such business partners provide raw resources to the company's
system, including materials, packaging, and machinery, as well as
goods and services.
 Coca-Cola has also set requirements for its suppliers to adhere to.
 Only at absolute least, these suppliers must adhere to all legal and
regulatory requirements.
 Coca-Cola also prioritizes ecologically and environmentally
acceptable laws and procedures.
Operations  Coca-Cola seems to be a multinational corporation that operates
on a local level in each community it represents.
 The Coca-Cola system is delivered across a number of different
network sources.
 The company solely manufactures and distributes beverage bases
and syrups to bottling businesses. The company is responsible for
consumer brand marketing and has complete influence over the
product.
Outbound Logistics  Bottling businesses manufacture, package, sell, and deliver the
finished goods to customers and vending outlets.
 These vending partners subsequently sell the items to customers.
 Coca-Cola's clientele includes grocery stores, restaurants, street
vendors, convenience stores, movie theaters, and amusement
parks.
Marketing and Sales  Coca-logo Probably one of the best logos is Cola's. The brand is
also known for lavish marketing expenditures.
 Coca-Cola promotes its brand and products through print media,
outdoor advertising, internet platforms, and social networks.
Technology  Apart from that, it emphasizes technological innovation through
research and innovation. It has six global R & D facilities which are
connected to exterior technology and evaluation centers, enabling
them to cooperate with partners, technology firms, and university
professors.
 The company collaborates with partners from many industries to
foster development within commodities, packaging, equipment,
and other sectors.
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HRM  The company has focused on hiring and training individuals, and
also creating a learning and evolving atmosphere. This adequately
provides them and boosts their pay with bonuses.
 Coca-Cola prioritizes employee morale and motivation.
Procurement  This has kept excellent relationships with the suppliers and has set
criteria for them to comply.
 Coca-Cola has a massive infrastructure that comprises
management, human resources, financial, and technological
processes.
Table 05: Value Chain Analysis of Coca Cola
1.4. Evaluate developments in digital marketing which impact marketing strategies
Primarily, the organisation has implemented digital marketing methods such as content marketing,
social media marketing, and search engine marketing to enhance the organisation's sales and
revenue. When considering the social media marketing platforms, coca-cola mostly used social
media platforms such as Facebook, Instagram. Further, the organisation has direct engagement with
customers that enhances the sales volume of the organisation. Coca-Cola means delicious
happiness, and organisations always try to ensure the customers get the maximum satisfaction from
their products. Further, this organisation always focused on human emotions such as happiness,
friendship, family, and Christmas through digital marketing. Therefore, such digital marketing
campaigns focused on such heart-touching tiles were always remembered by the consumers. That
has had a significant impact on having such a brand name over the years.
Coke collaborated with Clear Channel Outdoor to produce a Twitter-activated advertisement.
Whenever a tagged tweet is sent, it is displayed in lights on the massive screen. Moreover, a webcam
throughout the street instantly takes photos of a specific person. Coke's social media team tweets the
photo back to the person within an hour. As a consequence, you no longer need to be in Times
Square to see your name displayed. Isn't it a brilliant tactic? The two-week-old initiative generates
roughly 200 messages each day, with the billboard acting as the campaign's primary means of
advertisement.
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Task Two
2.1. Critically evaluate an Organisation's Market Position, Opportunities for Growth,
and Innovation
When considering the situation of the company, there are some threats and weaknesses that have to
be overcome such as the market leader in Sri Lanka is Elephant House even though Coca-Cola is an
international brand, Elephant House has more product range compared to Coca-Cola, people do
concern on health, the environmental concerns about the one time use plastic bottles that contain the
drink. Moreover, the company has some other disadvantages with the current external environment.
Sri Lanka has an unstable political environment, negative impacts on the economy because of the
COVID-19 pandemic, increasing tight regulations regarding environmental impact such as plastic
consumption. To overcome these situations, the company should concern moreover about how to
increase the healthiness by increasing more healthy beverages for the customers. Then the company
should focus on another way of containing the beverages instead of plastic because, in the very
beginning, Coca-Cola used glass bottles, and they have to move back to glass bottles or come up
with another alternative method.
Moreover, developing a resilient supply chain and good relationships with suppliers is a must. Moving
to more economically and politically stable counties be another advantage, and the company should
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be well aware of the environmental regulations and concerns. To overcome these situational
disadvantages, the company should concern the solutions mentioned above.
To implement the strategy of a marketing plan, the company should focus on setting the right
expectations. This may help understand the employees and the management regarding the objectives
they have to achieve (Thomas, 1986). The company should appoint a talented team with various
capabilities as the strategy implementation team and ensure that the company has sufficient
resources to implement the strategy. Building a better plan will be useless if it is not communicated to
the company's subordinates and employees. That may increase employee loyalty and increase their
morale because they think that the company thinks about them. To implement the strategy, it is
important to set up the timelines, and it may help to provide the deadlines to the employees and make
them more efficient to achieve the objectives (Thomas, 1986).
Moreover, the company should build the measurements to tackle the success. Making the metrics to
the marketing plan will ensure to implement the strategy well and then tackle the metrics whether key
performance indicators are achieved. These activities should check daily to measure the
performance. That ensures what working on the marketing plan and what is not working, and that
helps to adopt the plan by implementing the strategy again. To implement the marketing plan well, it is
crucial to communicate the results and celebrate the employees' success.
Following is the Market Position Analysis using Segmenting, Targeting and Positioning (STP).
Segmentation
Types of Segmentation Application
Demographic Coca-Cola would segment their customer base depending on
age, family size, and income. Coke age categories include
small children, adolescents, and the elderly. Coke, in nature,
would have no apparent objective and is not aimed at anyone
in particular. Coke has created an economic package that
emphasizes upon organizations and societies throughout the
shape of a family. Coca-Cola segments provide bottle, can,
large, and small size coke at various revenue levels.
Psychographic This includes social status, habit, occupation, social class, and
personality. Their segregation is critical for everybody. A coke
isn't often marketed to individuals based on their lives, jobs, or
levels of education.
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Behavioral Coca-Cola's finest marketing strategy involves behavioral
segmentation. Under this part, they emphasis upon a variety of
events that people enjoy collectively, like Christmas, Eid,
Diwali, and Thanksgiving. They select moments when people
are most likely to share their delight with family and friends
and design wonderful advertising during these occasions.
Table 06: Segmentation of Coca Cola
Targeting
Coke does not have a specific age group in mind. This is intended for the overall industry. They do,
however, primarily target the 12-to-30-year-old population. They don't connect personally with these
rages of individuals; however, they spread the message to the whole industry, and they've been
successful in doing so for decades. Maybe through some kind of joint venture (Anik and Habiba,
2020).
Coca-Cola does not target a specific lifestyle since it is for everybody, but does target a busy
schedule, and young people are considered as the most productive section of Coca-Cola customers.
Positioning
It has an impact on everyday life. The company creates a bond with its consumers through emotional
stories and a one-of-a-kind selling technique. With the phrase "THINK GLOBALLY, ACT LOCALLY,"
Coke has done an outstanding job of establishing itself within the soft drink business. Coke can grasp
how well a growing region believes and how an established area perceives through applying this idea.
A company is able to effectively attract every customer they target by integrating these two since they
grasp the essence of the region and react accordingly.
2.2. Develop a marketing strategy to respond to existing and future
stakeholder requirements
4Ps’ Marketing Mix to gain competitive advantage
Marketing mix refers to the strategies and tactics used to market the product by promoting and
branding (McCarthy, 1960) to gain a competitive advantage.
Product
The product is the non-cola products with high quality as other products with available choices of low
or non-calorie.
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Price
Price is not too high, and middle and lower-level-income people can afford it. This can drive brand
loyalty.
Place
The Coca-Cola Company has the largest distribution system because they provide its beverages to
more than 200 countries globally. Through this distribution system company can distribute the
products all over the world.
Promotion
The company is a multinational company that can invest in new product promotion. Therefore,
advertising on television, social media will be better to attract more customers to the products in the
world. Moreover, investing in CSR projects will also benefit the company to increase the customer
base and get a competitive advantage.
STP Analysis – Page No. 18
PEST Analysis – Table No. 03
Following are few types of strategies which can be used here.
Types of Strategies Application
Product Strategy Coca-Cola is a soft drink corporation with a diverse product line.
Those products are sold abroad, and the marketing mix would be
used to assess their product strategy. Just a few examples are
Coca-Cola, Diet Coke, Light, Minute Maid, Coca-Cola Life,
PowerAde Zero, Coca-Cola Zero, and Sprite Fanta. These
products come in a range of packages and sizes. It has a
significant sale and gain a lot of revenue to this company.
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Price Strategy Coca-Cola's pricing for almost 73 years, it has remained
consistent. This only cost five cents over time. The market is
getting increasingly intense among competitors like Pepsi and
Coca-Cola. Coca Cola's price approach must be adaptable.
Consumers tend to question the quality of the product when a
company takes this strategy, leading to a significant drop in price,
but rather worth it unless the company increases the price
significantly, and customers shift to the alternatives.
Promotion Strategy Coca-Cola relies on various promotional and marketing
techniques caused by severe market rivalry. They are primarily
concerned with aggressive advertising. Coca-Cola invested $4
million during 2016 and 4.1 million in 2018 to promote its brand,
as according data. It advertises its brand using both conventional
and foreign channels.
Classic Bottle In 1913, as the business was making losses, they organized a
global bottle design competition. The company's main challenge
is to persuade people that Coca-Cola is the best product available
and that all other brown beverages are inferior. The contest
winner makes such a lovely arrangement of the cocoa pod design
that the firm begins to promote the form and brand. Eventually,
worldwide, plastic is replaced by glass as the primary means of
drinking.
Simplicity Coca-Cola rarely drifts from its own path, despite the fact that it
has grown into a gigantic industry. The marketing approach has
communicated the same powerful message of joy, satisfaction,
and fun for generations. It doesn't go out of style and is simply
adapted throughout the globe.
Localized Positioning The firm started its Share a Coke campaign including almost fifty
countries in 2018, and it was a huge success. They print
messages, photos of regional celebrities, and these messages
are tailored to the county's cultural identity. They are able to
approach the local market throughout this manner. It is a great
example of how to apply localized positioning to an international
market.
Table 07: Marketing Strategies for Coca- Cola
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2.3. Recommend approaches to ensure an organisation's approach to marketing
remains effective
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Proposed marketing strategy
Figure 02: Ansoff’s Matrix (1957)
According to the company context, it is better to use the diversification strategy because Coca-Cola is
a multinational company which already have achieved its maturity level. Therefore, a diversification
strategy is also a better match for a company like Coca-Cola because they can introduce new
products in new markets. In addition, it is better to move with concentric diversification first before
moving to conglomerate diversification. In concentric diversification, the company can introduce new
products-market, but the market is somewhat related to the existing market. The company has
already moved to this as well by introducing tea and coffee beverages to their customers. However,
they can develop this more and move to conglomerate diversification where the market and products
are not related to the existing market.
When monitoring and controlling the marketing plan, as initiatives, the company measures the media
used, timing, cost, sales generated, and return on sales (Das, 2012). The company should monitor
these regularly to ensure employees do the work according to the marketing plan. When the work is
done accordingly, there is no issue, but if the work is out of the plan, that will help managers to identify
the non-accordance. Then those can be controlled because of close monitoring. More than these
things, the company should consider another four important factors to monitor and control the plan
that has been developed (McGuinness, 2005). Those four factors are external factors, cost-benefit,
feedback, and long-term perspective. When considering the external factors, it is necessary to think
about the country's economic situation because it may easily affect the company's new marketing
plans. The current COVID-19 pandemic is what affected businesses worldwide, and such situations
like this should be considered when monitoring and controlling the organisation's marketing plan. The
second factor is cost-benefit. The cost-benefit may use easily to ensure which product gives the high
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profits. To ensure which product gives high profits, it is needed to have accurate information (Ray,
1980). Therefore, it is crucial to ensure the company collects accurate information. This factor that
should be a concern when monitoring and controlling is the validity and reliability of the feedback.
That may lead the company to gain correct information on whether the strategy is effectively under
control and monitoring. The long-term perspective is another factor to be concerned about because
sometimes the plan may work in the short term, but the company should ensure it works in the long
term. To ensure the plan works long-term, the company should monitor and control the plan well.
Conclusion
Firstly, this report explains the overview of the Coca-Cola company and the summary of the analysis
of the internal and external environment and the industry analysis. Then report explains the strategy
that is better for the Coca-Cola Beverage Sri Lanka Limited Company and how that should be
developed to achieve a competitive advantage and gain success for the company. Moreover, it
explains the strategy's segmentation, target market, and positioning to gain a competitive advantage
over the rivals. Then the marketing matrix is explained, and the financial projection is also explained.
In the financial projection, the report explains how to increase the growth and sales to meet the
stakeholders' expectations, especially shareholders and the employees. Then it clearly explains how
to implement, monitor, and control the marketing plan to gain an advantage over rivals. Therefore, it is
crucial to implement, monitor, and control the plan to achieve the best results for the company, as
mentioned above.
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