Strategic Marketing Plan for Coca Cola Company

Element 1 Report: Marketing plan and Strategy
With special reference to Coca Cola Company, USA
Student details
7/9/2019

STRATEGIC MARKETING PLAN
Contents
Executive Summary.........................................................................................................................3
Situation Analysis............................................................................................................................4
Coca Cola Company Overview....................................................................................................4
Mission Statement........................................................................................................................4
Mission statement.....................................................................................................................4
Vision statement.......................................................................................................................5
Non-Financial Goals.................................................................................................................5
Financial Goals............................................................................................................................5
Sustainable Competitive Advantage............................................................................................5
Environmental and Industry Analysis.............................................................................................5
PEST Implications.......................................................................................................................5
Key Drivers for Change...............................................................................................................6
Sector Trends...............................................................................................................................6
Technology Trends...................................................................................................................7
Demographic Trends................................................................................................................7
Customer Segmentation...............................................................................................................7
Competitors’ Analysis.....................................................................................................................7
Major Competitors and Strategies................................................................................................8
Customer Analysis.......................................................................................................................8
Portfolio Analysis........................................................................................................................9
SWOT Analysis...........................................................................................................................9
Strategic Market Analysis..........................................................................................................11
Annexure........................................................................................................................................12
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STRATEGIC MARKETING PLAN
Coca Cola Company Product Portfolio......................................................................................12
Competitors’ Analysis................................................................................................................12
Sales of Coca Cola and Estimated Revenue..............................................................................13
Bibliography..................................................................................................................................14
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STRATEGIC MARKETING PLAN
Executive Summary
Coca Cola Corporation is best known for its product which is Coca Cola soft drink. The
company is enjoying market leadership from a very long time due to its effective market
objectives. The Company aims at maximization of its profits in order to sustain growth and
competitive advantage over other. It becomes possible for the company by providing drinks to its
customers and spreading happiness among them. In this report situation analysis, competitor
analysis and environmental analysis is done for the Coca Cola Corporation. It is concluded with
the help of PESTAL and SWOT analysis. Various organization reports as well as information is
used in order to identify the desired results about the recent trends of the company in the market.
The study concluded that the marketing plan could help the Coca Cola Company in sustaining its
competitive place among others in the marketplace.
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