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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