Coca-Cola Strategic Analysis and Marketing Plans

This assignment requires a comprehensive analysis of Coca-Cola's business strategies, including its market position, partnerships, and environmental impact. It also involves developing marketing plans to increase knowledge among rural people about different products and promoting low-to-no sugar beverages. The analysis should consider the company's emphasis on climate issues and propose ways to reduce harmful environmental impacts. Additionally, it is essential to understand consumer expectations and adapt offerings to meet their needs and tastes.

Task Three:
The Coca-Cola non-alcoholic drink company operates
worldwide. The economic climate puts many burdens upon
a company. Today an increasingly globalized world
economy has evolved. Industries work in broad areas,
covering many continents. Some factors are of particular significance in this highly globalized
environment, which affects companies. Coca-Cola, however, still senses the squeeze. Any shift
in the global market climate will directly
Changes in strategy or economy may have a detrimental effect on its earnings. There are rules
and legislation that range from nation to nation, and that specifically impacts it. Around the same
period, contextual considerations are of importance. Coca-Cola 's market is spread through more
than 200 nations. In this situation, socioeconomic and cultural influences take on greater
significance. Coca-Cola's PEST report would recognize many of these variables that may affect
the industry in the global climate. (SHTAL et al, 2018)
The following can be categories using PESTLE model which are as follows
PESTLE FRAMEWORK
POLITICAL FACTORS:
The most significant legislative considerations that would specifically influence Coca-Cola are
the legislation and the taxation of consumer goods by governments. (Coca-Cola is a non-
alcoholic product manufacturer) Moreover, aside from the relevant food and beverage legislation
and quality requirements, the corporation is often subject to the general accounting or industry
legislation. Tax laws differ according to region. Coca-Cola has been the subject of many
complaints about its unnecessary water use. In India alone, people and non-governmental
organizations had organized many demonstrations against the Company. Likewise, the sugar
company has environmental regulations that impact it. During the past, many cases have already
been brought against him surrounding consumer control or the usage of unsafe ingredients.

Coca-Cola claims have been made surrounding the usage of chemicals in the goods. These issues
may affect their Company and revenue.
ECONOMIC FACTORS:
Economic factors which affect large and global businesses significantly and directly. The new
global financial downturn drastically increase profits for companies. This was incredible how
Coca-Cola had put its profits on board. The impact on customers of such global concerns. The
global recession has passed down, and raising the US dollar would mean Coca-Cola will
experience the pressure again.
FACTORS RELATED TO SOCIAL:
Through a market point of view, even social considerations are similarly important. The people
over the last decade have largely moved from fruit drinks to stable ones. These designs can
contribute to a decline in Coca-Cola products' popularity. Some big shift in the attitude and taste
of the people will influence a business' earnings. Its products are famous mainly for their flavors.
Despite consumers turning toward nutritious beverages, though, Coca-Cola. Press has also
played a important part in shifting people's view of soft beverages that are generally perceived as
'calorie-laden. 'The worldwide push to tackle obesity has impacted dietary preferences for
people. Junk food and sugary drinks have been facing a drop in revenue worldwide.
FACTORS RELATED TO TECHNOLOGY:
Technology is a major driver for large corporations like Coca-Cola. Their development,
processing, and delivery are highly reliant on it. It continues to spend significantly on it in order
to stay competitive. Technological versatility maintains a stable supply chain and timely
production. That of these things are significant for producing profits. Though technology in this
area will not change every day, it needs a lot of spending and upkeep. Whether it is water
treatment or the Coca-Cola bottle packaging, it all requires an intensive technical application.
Therefore, technical developments have a significant and important effect on the Company of
Coca-Cola.

FACTORS RELATED TO ENVIRONMENT:
It, in addition to increasing the adverse impact, frequently correlates with the positive national
image. Coca-Cola is deeply interested in areas of mineral and water safety. It has established
ambitious sustainability objectives for 2020 and is working on meeting those goals.
LEGAL FACTORS:
Compliance has always become a big concern for organizations across the world, and
particularly for those operating in a specific environment. Many laws vary from one nation to
another, even from one company to another. Non-compliance can cost billions in fines, which
will also lead to the loss in culture. Enforcement is critical in several respects, from labour to
product quality and environment
A PEST review reveals that many financial, environmental, social, and technical influences are
of particular significance for the Company of the soda giant. While the technical variables could
be under its hands, it will need the social, political, and economic variables to follow its
marketing strategy in the evolving circumstances. Water shortage is a big problem concerning
Coca-Cola in particular. Water shortages will continue to bother it in most of the countries where
its manufacturing plants are focused would always be Coca-Cola's most challenging environment
to navigate. Although it has made its push toward healthy goods by raising the amount of low-
calorie drinks and the global economy is now oriented towards expansion, a stronger dollar
growing also strike.
B. ANALYSIS OF PORTER'S FIVE FORCES
The characteristics of these forces differ from sector to sector, and this means that increasing
Company is unique in terms of competition and popularity. Strategic analysis for The Coca-Cola
Company would utilize the accumulated information to build strategic decisions using the
blueprint (Mburu, 2016).
Five Factors Research by the Coca-Cola Corporation Porter
Following are the Porter's model 's .

NEW ENTRANTS THREAT:
The size of scope of the industry in which The Coca-Cola Company works is nearly
unachievable. It tends to obtain a cost-benefit for those that create large capacitates. This also
gives future entrants greater development. Which makes a diminished pool of potential entrants.
Regulatory requirements within the industry call for strict regulatory and legal criteria to be met
before a company can begin the sale. That makes it impossible for prospective entrants to join
the Business, rendering the probability of new entrants a factor small.
SUPPLIERS BARGAINING POWER:
In the market of manufacturers, which The Coca-Cola Business works are substantial compared
to the customers. This means that manufacturers have little quality leverage, which allows the
negotiating power of suppliers a small factor.
The product that such vendors offer is more uniform, less centralized, and has small switching
costs. That allows it easier for customers like The Coca-Cola Company to move suppliers. That
lowers supplier bargaining capacity.
The manufacturers may not pose a legitimate challenge to the market in which The Coca-Cola
Company works for forwarding incorporation. This makes manufacturers' purchasing strength
lower in the industry.
BUYERS BARGAINING POWER:
The number of producers employed in the sector where The Coca-Cola Company operates is
considerably greater than the amount of the products manufactured by the Group. That implies
consumers have a few businesses to pick from, and therefore have no influence about costs.
Which makes a lower impact on the market to the purchasing power of consumers.
The supply gap in the industry is high, and consumers can not differentiate between several
companies who sell a similar commodity. Switching complexity allows consumers ' purchasing
capacity a bad effect on the company.

THREAT TO SUBSTITUTE AND PRODUCT SERVICES
The products that are manufactured in the region where The Coca-Cola Company exists are
accessible with very little alternatives. Low-income companies also generate the first few
available substitutes. It means that there is no cap to the total profits that firms will earn in the
region in which The Coca-Cola Corporation operates. All of these things establish a smaller
force inside the sector to question alternatives.
AMONG EXISTING FIRMS RIVALRY
In the field, The Coca-Cola Business exists in relatively few rivals. Some of these are also
substantial. This means that the firms in the industry are not able to make movements unnoticed.
That makes rivalry a weaker force within existing firms inside the industry.
The products made on the sector that The Coca-Cola Company invests in are incredibly distinct.
As a consequence, competing firms have a hard time obtaining each other's consumers in
particular because of some of their products, which renders rivalry within the market a weaker
force among existing companies.
Task Four:
The past, current and potential mission of Coca-Cola is to "refresh the world; encourage
moments of hope and happiness; build meaning and make a difference" (Svendsen, 2013).
Coca-Cola plans to achieve so by concentrating on five main initiatives: "fostering sales and
profit development, investing in our brand and industry, making our operation more effective,
simplifying our industry and building on our core business model" (Brownlee, 2017) While the
organisation reflects on its strategic vision, the aim is to identify developments, address key
problems, and plan the company for sustainable development and progress. Various external
environmental factors which can influence the function of Coca-cola have been analyzed in the
above section of the study. Multiple external influences were described as having the potential to
affect the coca-cola process. This has also been decided that failure to comply with any of the
requirements that damage the credibility of the company.
In a deliberate attempt to boost revenue and foster sustainable production, Coca-Cola will be
purchasing other businesses. Coca-Cola is an company that constantly explores outward

expansion by collaborations with core groups of businesses. In 2015, "Coca-Cola joined hands
with Keurig to give the still coffee consumer fresh hot and cold teas" (Wood et al., 2016).
"Partnership with Monster will prove to be a successful endeavor, and Coca-Cola will improve
its role in the quickly growing energy drinks sector" (Wood et al., 2016).
 Coca-cola should come up with many approaches to improve its emphasis on the climate.
Coca-cola will therefore draw up proposals to reduce harmful environmental impacts
(Fabbri, 2018).
 Coca-cola will analyze the expectations and desires of its consumers and adapt the
offerings to fit consumer needs and tastes. In order to satisfy the demands of health-
conscious consumers, the business could also improve the availability of its nutritious
beverages including diet coke etc. "People can restrict their consumption of added sugar
to no more than 10 per cent of their overall regular calorie / energy intake" (Njoroge,
2017), according to the World Health Organization (W.H.O.). To sell customers low to
no sugar beverages with the same Coca-Cola flavor, Coca-Cola has to the the volume of
sugar in certain beverage recipes.
 The marketing department of the organization will increase the promotional activities of
its goods with a view to increasing knowledge among rural people of different goods.
Companies use social media for ads and for reaching out to consumers and the world.
Michael Donnelly, Worldwide Digital Marketing Group Manager at Coca-Cola, notes,
"Online networking is where our customers are. Inside the social network marketing
context, our strategy is to be a positive group leader that encourages users to enjoy the
company" (Makrides et al., 2020).
 Owing to the availability of this tool, the organization will also establish other methods
for utilizing water with caution. Air is also one of the company's key products in other
foods and beverages.

References :
1. SHTAL, T. V., BURIAK, M. M., AMIRBEKULY, Y., UKUBASSOVA, G. S.,
KASKIN, T. T., & TOIBOLDINOVA, Z. G. (2018). Methods of analysis of the external
environment of business activities. Revista ESPACIOS, 39(12).
2. Mburu, E. N. (2016). Porter’s five forces influence on Competitive Advantage in the
Kenyan beverage industry: A case of large Multinationals (Doctoral dissertation, United
States International University-Africa).
3. Svendsen, S. (2013). Refresh. Create. Inspire. The Mission, Vision and Values Behind
The Coca-Cola Company and the Digital Marketing Strategies of the" Open Happiness"
Campaign.
4. Brownlee, E. R., Dmytriyev, S., & Elias, A. (2017). Integrative Stakeholder Engagement:
Stakeholder-Oriented Partnership Between the Coca-Cola Company and World Wildlife
Fund. In Stakeholder engagement: Clinical research cases (pp. 339-367). Springer, Cham.
5. Wood, S., Coe, N. M., & Wrigley, N. (2016). Multi-scalar localization and capability
transference: exploring embeddedness in the Asian retail expansion of Tesco. Regional
Studies, 50(3), 475-495.
6. Njoroge, J. (2017). Factors That Influence Consumer Purchasing Behaviour in the
Consumption of Coca Cola Novida Malt Soft Drinks in Nairobi, Kenya (Doctoral
dissertation, United States International University-Africa).
7. Makrides, A., Vrontis, D., & Christofi, M. (2020). The gold rush of digital marketing:
assessing prospects of building brand awareness overseas. Business Perspectives and
Research, 8(1), 4-20.
8. Fabbri, A., Holland, T. J., & Bero, L. A. (2018). Food industry sponsorship of academic
research: investigating commercial bias in the research agenda. Public health nutrition,
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