Marketing strategy of coca cola PDF

Running head: MARKETING STRATEGY OF COCA COLA COMPANY
Marketing Strategy of Coca Cola Company
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1MARKETING STRATEGY OF COCA COLA COMPANY
Table of Contents
Introduction......................................................................................................................................2
Marketing Issues..............................................................................................................................2
Stakeholders.....................................................................................................................................3
Recommendations............................................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................5
Appendix..........................................................................................................................................6

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Introduction
The main motive of the private businesses is to earn a higher revenue and a greater
margin of profit. This becomes true only when the products or the services offered by the
concerned business gains a dominant position in the market (Rothaermel, 2015). There are a
number of marketing strategies that can be adopted for this purpose. This paper seeks to analyze
the recent issue faced by the Coca Cola Company. The paper discusses about the important
stakeholders who are affected by the issue. It further analyzes what are the various strategies that
can be adopted in order to respond to the concerning issues and what is the significance of
responding to the same.
The founder of the Coca Cola Company was Dr. John Styth Pemberton (Renz & Vogel,
2016). In the contemporary world, Coca Cola enjoys around 51 percent of the global market
share of soft drinks. The headquarters of Coca Cola is in Atlanta, Georgia, United States and
North America holds around one-third of its sales (Baah & Bohaker, 2015). The article posted in
the marketing week website about the Coca Cola Company states that unless new brands are
created, the organization will face viable threats from the online retailers. In order to counteract
this, the company proposes to innovate its products and adopt a experimental approach to garner
what is appealing to the people. The aim of this organization is to create a loyal customer base
who will remain faithful to the brand.
Marketing Issues
The concerning issue now facing the Coca Cola Company is the threat of losing out on its
customer base due to the stiff competition provided by the online retailers (Fleming, 2018).

3MARKETING STRATEGY OF COCA COLA COMPANY
Thus, there is an imminent need by the Coca Cola Company to restructure its brand. The
organization has a lot of competition rivalry within the market. There are numerous beverage
manufacturers who give stiff competition to Coca Cola as they sell similar products. With the
rise in online shopping, this competition has been aggravated further (Fleming, 2018). Coca Cola
has to ensure that its products are differentiated from its competitors so that its loyal customer
base is maintained (Porter & Heppelmann, 2014).
Stakeholders
The important stakeholders of the Coca Cola Company who are affected by this crisis of
brand management are the management of the Company (Fleming, 2018). Unless the
management level finds a solution to keep a hold on the domineering position of the brand in the
market, it will be difficult to recuperate and the brand will give way to other beverages in the
market. Moreover, if the sale of the product decreases, the management will be compelled to
terminate a few employees, meaning that these people will be left without jobs.
Recommendations
There are a few marketing strategies which can be adopted to help solve the issue faced
by the Coca Cola Company. The marketing strategy which can be adopted is known as brand
positioning. Brand positioning implies that the brand will be restructured in an entirely new
frame (Abbasi, 2017). The new revised brand image will be such that it shall be the first brand
that comes to the mind of the people when they hear the word ‘beverage’ or ‘soft drinks’
(Rothaermel, 2015). For this purpose, the issue mentioned in the marketing week talks about new
products, which have been launched by the Company such as combining coca cola with coffee or

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mixing it with ginger and cinnamon. All these are aimed to appeal to every single individual so
that the sale of the product increases.
Conclusion
The growth of the Coca Cola Company has been steady and consistent throughout the
decades and now it has become a dominant beverage company in the world. Due to stiff
competition faced from other companies within the same sector, the revenue earning has been on
the lower side for the past few years. However, the Company has been able to retain its market
share due to its renowned brand and customer loyalty. The innovations will prove to be a major
turning point of the Company by allowing it to earn higher profits.

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References:
Abbasi, H. (2017). Marketing Strategies Of Coke: An Overview.
Baah, S., & Bohaker, L. (2015). The Coca-Cola Company. Culture, 16, 17.
Fleming, M., (2018). Coca-Cola: We must keep creating brands or online retailers will
win. Marketing Week.
Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming
competition. Harvard business review, 92(11), 64-88.
Renz, F., & Vogel, J. (2016). Analysis of The Coca-Cola Company.
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.

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Appendix
Article used is Coca Cola: We must keep creating brands or online retailers will win
(https://www.marketingweek.com/)