Kombucha Market Analysis in Australia
Added on 2020-05-16
10 Pages2938 Words166 Views
|
|
|
Situation Analysis For Coca-Cola, Australia 1SITUATION ANALYSIS FOR COCA-COLA, AUSTRALIA Author XXXXXXXXXXXXXXXXXSID XXXXXXXXXXXXXX1003MKT – Introduction to MarketingTutor: Trimester 1, 2018Word Count: (2000+/- 10%)Place footer herePage 1
Situation Analysis For Coca-Cola, Australia 2Table of Contents<Change the below page numbers to reflect your opportunity analysis.>Table of Contents...............................................................................................................2Introduction and Company Background.............................................................................3Introduction....................................................................................................................3Company Background.....................................................................................................3Situation Analysis...............................................................................................................4Market Analysis...............................................................................................................4Macro Environment Analysis...........................................................................................4Political Analysis..........................................................................................................4Economic Analysis.......................................................................................................5Social Analysis.............................................................................................................5Technological Analysis.................................................................................................5Legal Analysis..............................................................................................................5Micro Environment Analysis (Baines, Fill & Rosengren 2017).........................................6Company Analysis.......................................................................................................6Competitor Analysis (Armstrong 2019).....................................................................6Competitive market Summary.....................................................................................7Consumer Analysis......................................................................................................7SWOT Analysis (Pickton, Masterson, & Kavanagh 2003)..............................................7Recommendations/conclusion............................................................................................8Reference List....................................................................................................................9Place footer herePage 2
Situation Analysis For Coca-Cola, Australia 3Introduction and Company BackgroundIntroductionThere is a global shift in favour of healthy living especially in the industrialised countries which isspurred by an increase in consumer’s awareness of the relationship between the health and lifestyle.Also, a spike in lifestyle-related illnesses has lead people to search for healthier alternatives to theirusual foods and drinks. The health beverage market has embraced the change and is one of thefastest growing sectors in the Australian economy, and by entering the market, Coca-Cola aims atleveraging its huge presence in the country to bring a variety of healthier beverages to the consumers.Company Background<Who is the company. Begin by searching the company’s website and other relevant sites forthis information>. The Coca-Cola Company started in Atlanta by a pharmacist John Pemberton.From the humble beginnings of selling nine glasses of the drink to a few of his friends, Pembertongrew the company to become a household beverage brand across the globe. The Coca-ColaCompany is a beverage business dealing with the production and sale of a variety of soft drinksincluding Coca-Cola, Fanta and even drinking water. <History of the company>. Asa Griggs Candler acquired the rights to the Coca-Cola brand three years after the company started producing the beverage. He was able to turn the bottling company to a multibillionaire enterprise with footprints in most parts of the world. Asa Candler turned out to be an adept salesperson and marketer and through various marketing strategies to position his business in such a way that people noticed it everywhere. He was aggressive in promoting the brand including issuing out coupons to people who could taste his drinks to ensuring that every scale, clock calendar distributed by pharmacists bore the Coca-Cola brand. People paid attention as the company’s name was everywhere making its products the most consumed in the area. The Coca-Cola Company gained momentum and was able to expand to other US territories and later to other countries across the world (Pendergrast 2013). The idea to start Coca-Cola, Australia took root in 1917 when an accountant in Perth applied for rightsto start a Coca-Cola company, but the dream came true with the establishment of the first bottling plant in Sydney. In 1937. The breakthrough for the company happened when the Woodruff, the Firm’spresident decided to supply the US troops with Coca-Cola products. After the world war, the companyissued franchises and became the gradually became the behemoth it is with over 240 varieties of beverages and a huge revenue base (Journey Australia Staff 2017). Place footer herePage 3
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents