Marketing Report on Coca-Cola: Situational Analysis, Market Segmentation, and Targeting

Running Head: Report 0
Marketing stand and
deliver
ASSESSMENT 2
MR PETER MATHEIS/ID NUMBER
2019

Report 1
Table of Contents
Executive Summary..................................................................................................... 2
Introduction............................................................................................................... 3
Situational Analysis..................................................................................................... 3
Macro-Environmental Analysis................................................................................... 3
Competitive........................................................................................................ 3
Economic........................................................................................................... 4
Political.............................................................................................................. 4
Legal & Regulatory............................................................................................... 4
Technological...................................................................................................... 5
Socio-Cultural...................................................................................................... 5
Micro-Environmental Analysis.................................................................................... 5
Market Analysis................................................................................................... 5
Competitor Review............................................................................................... 6
Customer Landscape.............................................................................................. 7
Market Segmentation................................................................................................ 0
Targeting & Recommendations..........................................................................0
Segment 1: [Children]..................................................................................... 0
Segment 2: [Youth]......................................................................................... 0
Recommendation........................................................................................................ 0
Conclusion................................................................................................................ 0
References............................................................................................................. 1
Appendices............................................................................................................... 3

Report 2
Executive Summary
The marketing report has been prepared with a specific objective in mind. It outlines the
current scenario of Coca-Cola locally and internationally. The report involves a brief
understanding of the Coca-Cola Company in Australia and a detailed view of tasks, which
have been undertaken to identify the situational analysis of Coco-Coal, involves the Macro
and Micro-Environmental analysis in order to recognize the potential growth and
development of Coca-Cola. Additionally, it also discusses Marketing Segmentation and
Targeting. In the last part, it mentions about the recommendation that can deliver an effective
way to understand the customer needs and preferences.
Introduction
Coca-Cola is the international dominant manufacturer and distributor of non-alcoholic
beverage, which is utilized to produce around 400 brands. It was developed in the year 1886

Report 3
at Atlanta, Georgia by Dr. John Stitch Pemberton. With the brand name Coca-Cola, the
organization features several brands such as Fanta, Minute Maid, Diet Coke, and Sprite,
which counts to 14 billion dollar revenue and growth. Their mission is to continue to flourish
as a business over the next ten years, refresh the world, generate value for all the constraints
and serve our customers, stakeholders, and communities. The main objective of this report is
to study and recognize the current position of the Coca-Cola Company (Gaither and Austin,
2016). The study also targets to conduct a situational analysis, which involves macro as well
as micro-environmental analysis for further development of effective quality of ingredients
and production process. Further, in this report, marketing theories i.e. segmenting and
targeting is to be discussed, which concentrates on the needs and preferences of the
customers. At the end of the report, recommendations are to be given for the functioning of
the company and in which the company reacts to these uncertain events.
Situational Analysis
This whole section involves an essential process of assessing the current situation facing the
industry, arriving at a set of assumptions about the future and identifying key strategic issues
that are likely to confront the organization.
Macro-Environmental Analysis
The following section identifies and explains the impact of key variables in each of the
environmental factors impacting the industry.
Competitive
PepsiCo is the strong competitor of Coca-Cola, which is also an international leader in
convenient beverages and food, with profits of around $27 billion and 154000 employees.
Please refer to Figure 1 in Appendix 1 for the perpetual analysis of Coca-Cola.
 They need to concentrate on the brand image as this plays a significant part in the
retention of customers as competition is drastically increasing.
 They need to do brand endorsement so that they can attract customers and achieve a
higher level of market share.