Management 3: Marketing Analysis of Coca-Cola Amatil's Strategies

This report provides a comprehensive analysis of Coca-Cola Amatil's marketing strategies. It begins with an executive summary, followed by an overview of the company's mission, vision, and objectives. The report identifies key strategies, including growth, differentiation, and emergent strategies. It also examines controversies faced by the company, such as fraud allegations and product criticisms. A PESTEL analysis evaluates the political, economic, social, technological, ecological, and legal factors impacting Coca-Cola Amatil. SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats. The report concludes with a discussion of core competencies and effective leadership within the organization. References are included for further research. This report is a detailed examination of Coca-Cola Amatil's marketing performance and strategic positioning.

Running Head: Management 1
Marketing strategies of Coca-Cola Amatil

Management 2
Executive summary
Process of effective marketing is an integral part for every organization. Proper
marketing strategies are helpful for every company in managing the business activities in the
market. Marketing strategies includes the actions of selling and providing the products and
services to satisfy the needs and wants of the customers. It also includes research, development
and promotional strategies. This report will describe the marketing objectives of the famous
beverage company Coca-Cola Amatial. Report will basically identify vision, mission and
objectives of the company in the business operations. After that, environmental analysis will be
done to analyze the position of the company in the market. Along with this, two controversies
faced by the company will also be identified in this report. Leadership is also an important part to
retrain the employees in the organization. So, effective leadership and core competencies of the
company will be described in the report which is helpful for the company stay competitive in the
market.

Management 3
Contents
Executive summary.........................................................................................................................2
Task 1...............................................................................................................................................4
Mission, vision and core competencies........................................................................................4
Mission.....................................................................................................................................4
Vision.......................................................................................................................................4
Objectives.................................................................................................................................4
Strategies......................................................................................................................................5
Task 2...............................................................................................................................................6
Controversies...............................................................................................................................6
Task 3...............................................................................................................................................6
PESTEL analysis..........................................................................................................................6
SWOT analysis............................................................................................................................8
Task 4...............................................................................................................................................9
Core competencies.......................................................................................................................9
References......................................................................................................................................11

Management 4
Task 1
Coca-Cola Amatil is well known company in the food and beverage industry. The
company is doing well in the operating market and adopting new and innovative strategies to
stay competitive in the market. In current time, company is operating in six countries i.e.
Australia, New Zealand, Indonesia, Fiji, South Korea and New Guinea and now it is seeking to
expand the business in more countries. The objectives and competencies of the company is
described below.
Mission, vision and core competencies
Mission
There are many challenges in the food and beverage industry and company has to deal
with them. The competition is increasing with the new strategies that are threatening Coca-Cola
Amatil. The mission of the company is to flourish the business continuously over the next ten
years and beyond. Further, the company is focused on understanding the trends of the market
that will shape the business in future (Coca-Cola Amatil, 2017).
Vision
Vision of the company is to serve as the framework and guide every aspect of the
business to achieve sustainable quality growth. Company focuses on these areas:
 People- Become a great place where people can work and get inspired to be the best they
can be.
 Portfolio- Being the company with the portfolio of the quality beverages brands to
satisfy the desires and needs of people.
 Partners- Working with the winning network of the suppliers and consumers and
creating mutual values for them
Objectives
The business objective of Coca-Cola Amatil is to be the leading beverage company
among the customers. In current time, to achieve this goal the company is focused on small level
of innovations, public images, safety messages and high level of promotional techniques for
achieving customer satisfaction.

Management 5
Strategies
The strategic goals for Coca-Cola Amatil are set for only three years and after three
years; the company changes its strategies for effective business operations. The strategic
objectives are set by top management of the company. Annual meeting by the management is
also conducted by to have a review of the strategy to ensure that they are moving in the right
direction (Baines, Fill & Page, 2011). The successful past strategies of the company is as
follows:
 Providing quality products to the valuable customers to stay competitive in the market,
 Selecting and retaining the professional people in the business,
 Building outstanding corporate image among the customers by on time delivery of
products,
 Satisfying the customers by providing extra ordinary services and excellent services, and
 Providing complete operational and tactical support to the employees as well as
customers in the operating market (Lapersonne, 2013).
Now, company is focused on some new strategies to establish its strong brand image in the
market. Some of its strategies in the business activities are as follows:
Growth strategy-
The soft drink sector is too large and there is the strong competition in the market. So,
Coca-Cola Amatil is trying to focus on other products rather than carbonated drink to be the
market leader as customers are health conscious now. The company is now competing in non-
carbonated energy drink to make strong presence in the soft drink market (Choi, 2015).
Differentiation strategy-
Company has adopted differentiation strategy to gain competitive advantage in various
operating market. In some markets, company has adopted cost cutting strategy to get cost
leadership over the competitors. Aim of the company to achieve high level of market share in the
competitive market. Differentiation strategy is adopted by the company to analyze the preference
of the customers in the beverage products (Cameron, 2014).
Emergent strategy-

Management 6
To develop the business at the global level, company is targeting the customers from the
different areas in the world having different products, brand name and popularity. With the
bottling pattern, company is able to target the customers very closely such as grocery stores,
movie theaters, street vendors, and convenience store. Company uses localized strategies to
develop strong relationship with the potential customers.
Task 2
Controversies
Controversies always negative impact on the business operations of the company. In
2014, Coca-Cola Amatil was affected by the controversy of fraud and money laundering. There
were reports by the company about the suspicious activities regarding their vehicle fleet. The
company works with Orix, specialized in the management of motor vehicle and other transport.
Orix was used by the Coca-Cola Amatil to distribute the products with fleets of trucks. CEO of
Orix was charged for $500,000 in corrupt commissions towards the employee of Coca-Cola.
Along with this, executive was charged for the money laundering also. This criticism was raised
by the stakeholders of the company as the first stakeholder was obviously the CEO charged
(Ace, 2015).
Next criticism was raised by the customers when company changed its products and
introduced sugar free drinks for the customers. The company was criticized by the health
conscious consumers and according to them the product is still containing sugar which is
unhealthy for the customers who have diabetes, heart disease and some type of cancer. The
customers criticized the soft drink products and stated that there is still high sugar in the product
and it has no difference from the previous ones (Han, 2015).
Task 3
PESTEL analysis
Political
The CCA products have to deal with the regulations of FDA. So, the company must meet
the obligations imposed by the government of country on the products. Along with this, change

Management 7
in the laws and regulations may affect the product distribution of the company. Taxes, changes in
labor laws and internal marketing of the company can affect Coca-Cola Amatil in this way.
Economic
The products of Coca-Cola Amatil are distributed in many countries. Each country has
different taste, customs, cultures, preferences and desires. So, the company has to change and
update its products according to the customers by creating new tastes and flavors in it. They have
around $80 plus billion worth of equity in the business and majority of the income of the
company is from various countries. Customers are looking for the healthy drinks so; Coca-Cola
Amatil is putting maximum efforts in this direction.
Social
Coca-Cola Amatil is offering majority of the products in the cultured countries and trying
to meet the demands of the customers. In some countries, it has created 30 alternative flavors to
satisfy the customers. Customers are now very conscious for their health and they are seeking for
sugar free drinks as these drinks are better for their health. So, the company needs to respond
these requirements by creating healthy products (Hooley, Piercy & Nicoulaud, 2012).
Technological
Technological factors i.e. machinery have helped the company in managing bottler and
higher quantities. Coca-Cola Amatil has many factories with the top of the name machinery to
ensure the fast delivery and quality of the products. Further, company is using social media
technology to stay connected with the customers.
Ecological
Company is adhering to follow the environmental laws while manufacturing the products.
If anything wrong in the production, it can impact in the distribution if the products or stop the
production completely. Along with this, the company is affected by water accessibility as water
is important for the production of soft drink. But climate change can impact the business
operations.
Legal

Management 8
There are some legal aspects affecting the business of Coca-Cola Amatil significantly.
Legal factors include laws and regulations at the national and global level. The company has
received all the rights applicable in the business operations. Each and every business process and
product developments go under the patented process (Cadogan, 2012).
SWOT analysis
Strengths
Although the company is known as British American company but it has now famous in
al, over the world. CCA has owned the Coca-Cola bottling plant and has made a successful
history in the business operations. Now, CCA is ruling at the soft drink business and has strong
presence in various countries in which it is operating. By the innovative marketing strategies, the
company is able cover large base of target customers. Further, due to its unique taste and
successful marketing strategies, company has got competitive advantage over its competitors.
Coca-Cola Amatil has unique delivery management system to transport the products from the
bottling plant to the place of purchase. One of core strength of the company is that it has just-in-
time inventory system to forecast the required materials in the future (Balmer, 2012).
Weakness
One of the weaknesses of Coca-Cola Amatil is that the changing taste and preferences of
the customers and the competitors are taking advantage in soft-drink market. the market is
continuously changing and new products are being introduced by the competitors and that is
increasing competition in the market.
Opportunities
For the company Coca-Cola Amatil, there are high growth opportunities in various
countries. The company is currently operating in six countries i.e. Australia, New Zealand,
Indonesia, Fiji, South Korea and New Guinea and there are opportunities for the company to
expand the business in various new markets. Further, Coca-Cola Amatil has opportunity to
improve its relationship with the Coca-Cola Company by using brand name to introduce new
products. Introducing new products with the brand name would be very effective for the
company to attract more and more customers (Sekar, M., & Kalakumari. 2015).

Management 9
Threats
One of the most serious threats for the company is growing terrorist threat. Terrorism has
negative impact on the buying behavior of the customers. Along with this, government
regulations always impact on the business activities of the company. Some ventures of the CCA
have negative feedback in the market. Further, competitors are big threat for the company as the
success of the competitors can be the cause of failure of a business. For example, if Pepsi gets
5% of increment in the soft drink market, then it would be loss of 5% for CCA (Kotler et al,
2012).
Task 4
For the effective leadership, there can be no alternative option to retain the employees to
create a dynamic environment for the business operations. Coca-Cola Amatil is achieving
effective leadership by developing clear and compelling vision along with the constantly
communicating intentions. Alison Watkins is the Chief Executive officer of the Coca-Cola
Amatil company. According to him, his role in the company is to create an environment of the
success for the employees and motivate them to achieve the set objectives for the business. That
is the true essence of leadership. For the Coca-Cola Amatil company, the business execution
includes three core capabilities i.e.
 Commercial leadership- which includes all the strategic actions to attract the retail
customers who sell the Coca-Cola brand every day in all over the world
 Consumer marketing- which develop the strong bond and emotional relationship with the
customers and
 Franchise leadership- which includes the work with various bottling partners across the
world for creating greater system alignment
Core competencies
Consumer marketing-
In the Coca-Cola Amatil company, marketing investments are designed to improve the
customer awareness and increase the customer preferences for the company’s products. by the
suppliers and distributors, company is able to create and implement effective strategies at the
global and local level.

Management 10
Commercial leadership-
The system of Coca-Cola Amatil includes millions of customers in all over the world.
The company is focused on improving the value for the customers by providing quality beverage
products in the market. Company tries to understand the needs and requirements of the customer
weather customers are sophisticated in the developed market or they are kiosk owner in the
growing market. Company ensures that customers get right products by the right promotional
tools in the market (Shetty, 2011).
Franchise leadership-
The company is focused in improving its franchise leadership competencies by the shared
values, aligned incentives and flexibility that support the changing needs and preferences of the
customers. The financial position and success of the company depends upon its partners. The
company works with many partners to identify the system requirements so that efficiencies and
scale can be achieved by the bottling system. Company’s system leadership allows it to expand
its volume base in the business (Cravens & Piercy, 2013).
Under the leadership of Alison Watkins, Coca-Cola Amatil is able to made strong
commitment regarding quality to its customers. He has set the objective for ambitious, long term
growth with the goal of doubling the revenue by 2020. He has tried to develop innovative
corporate culture and reinvested cost cutting dividends for the brand development.

Management 11
References
Ace, A., (2015), Coca-Cola Amatil: Fraud and Money Laudering, accessed on 5th September
2017 from http://businessethicscases.blogspot.in/2015/11/coca-cola-amatil-fraud-and-
money.html
Baines, P., Fill, C. & Page, K., (2011), Marketing, (2nd), New York: Oxford University Press
Balmer, J.M., (2012), Corporate Brand Management Imperatives: California Management
Review, 54(3), pp.6-33
Cadogan, J. W., (2012), International marketing, strategic orientations and business success:
International Marketing Review, 29(4), 340-348
Cameron, R., (2014), Applying the Materiality Concept: The Case of Abnormal Items:
CORPORATE OWNERSHIP & CONTROL, 42
Choi, C., (2015), Coca-Cola beats estimates after cost-cutting, higher prices in North America,
accessed on 5th September 2017 from https://www.ctvnews.ca/business/coca-cola-beats-
estimates-after-cost-cutting-higher-prices-in-north-america-1.2228948
Coca-Cola Amatil, (2017), Our Company, accessed on 5th September 2017 from
https://www.ccamatil.com/en/our-company
Cravens, D., & Piercy, N., (2013), Strategic Marketing, (10th), Singapore: McGraw-Hill
Han, E., (2015), Coca-Cola accused of 'greenwashing' with launch of sugar-reduced Coke Life,
accessed on 5th September 2017 from http://www.smh.com.au/national/health/cocacola-accused-
of-greenwashing-with-launch-of-sugarreduced-coke-life-20150330-1mas6u.html
Hooley, G., Piercy, N., & Nicoulaud, B., (2012), Marketing Strategy and Competitive
Positioning, (5th), Essex: Pearson Education
Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T., (2012), Marketing Management,
(2nd), Essex: Pearson Education Ltd
Lapersonne, A., (2013), Managing Multiple Sources of Competitive Advantage in a Complex
Competitive Environment, 5(2), pp.221-251.
Sekar, M., & Kalakumari. T., (2015), A CONCEPTUAL FRAME WORK OF MARKETING
STRATEGIES IN COCA-COLA: Global Journal of commerce and management perspective,
3(1), 153-157

Management 12
Shetty, N., (2011), Leadership Style at Coca-Cola Company, accessed on 5th September 2017
from http://www.managementparadise.com/forums/foundation-human-skills-f-h-s/221096-
leadership-style-coca-cola-company.html#post453091