Marketing Management: Coca-Cola Case Study on Strategy and Goals

This case study examines Coca-Cola's marketing strategies, market orientation, and their impact on achieving organizational goals and delivering perceived value to customers. The analysis explores the role of marketing in understanding consumer needs through market research, identifying target markets, and developing effective promotional plans. It highlights Coca-Cola's customer-centric approach and how market orientation influences strategy formulation, planning, and implementation. The study delves into how Coca-Cola adapts its products and marketing efforts to meet evolving consumer preferences and maintain a competitive advantage, emphasizing the importance of market research and understanding current trends to achieve long-term success. Furthermore, it discusses the significance of being market-oriented in strategy formulation, planning, and implementation, emphasizing the importance of understanding consumer needs and preferences to create effective marketing plans, deliver customer satisfaction, and increase the company's profit margin.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Role of marketing in achieving goals of organization considering delivering good value to
customers.....................................................................................................................................3
Concept of market orientation.....................................................................................................5
How being market orientated affects strategy formulation, planning and implementation.........6
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing management refer to the procedure of planning and evaluating conception,
promotion, pricing, distribution of ideas, services and products in order to develop, satisfy and
exchange organizational as well as individual objectives. This concept is essential for
organizations to understand target market needs and improve goods to satisfy people
requirements. It is considered as business discipline, which focuses on applicable utilization of
marketing methods. It clearly communicates and packages the best strategic thinking to meet
decision taking requirements of knowledgeable & skilled executive operating real world
businesses.
The present report is based on Coca Cola firm, it is an American multinational
corporation, retailer and manufacturer of non-alcoholic beverage syrups and concentrates. An
explanation is made under this report on the role of marketing in achieving organizational goals
including its procedures in providing perceived value to consumers of respective firm. Along
with this, justification is also made onon how marketing means as a market orientated means
with the affect of same on strategy formulation, planning and implementation (Tuten and
Solomon, 2017).
TASK
Role of marketing in achieving goals of organization considering delivering good value to
customers
Marketing is one of the best way that firms l use to achieve their goals and deliver greater
value to its consumers. Marketing helps business to achieve their objectives and goal because it
is consumer centric, it supports to satisfy clients beyond their expectations in effective manner.
Marketing department is accountable for increase in market share and revenue of firm. In simple
term, marketing is set of activities, procedures and institutions for creating and exchanging
offerings that value for partners and consumers (Cortez and Johnston, 2019).
Coca Cola mainly aims to deliver perceived value to clients, in which range of marketing
methods it has applied to achieve the same. Types of marketing methods, such as cause
marketing, direct selling, paid media advertising, word of mouth promotion, internet marketing
and point of purchase .
The role of marketing is to identify people, satisfy them and retain consumers for longer.
Without identify, needs of customers, organization cannot be able to achieve their goals on

timely manner. Market research is the best way that firm can use to deliver perceived value to
people. Marketing department and its team member conduct research in depth manner, in which
they are responsible to determine the needs of people and their beliefs regarding beverages. It is
very important for them to know before manufacturing products (Para-González, Jiménez-
Jiménez and Martínez-Lorente, 2018). With the help of conducting target market research,
marketing section is able to acquire greater knowledge and information that they can use while
making promotional plan and producing goods according to needs of people.
Company identify needs of their customers and then adopt the best marketing strategies
accordingly. With the help of marketing, firm is able to grab the attention of new consumers and
retain the existing customers with them for longer. Market research allow marketing department
to collect amount of data related to preferences of target people, which they can use for taking
decision of product promotion in area.
Marketing develop bundle of services and products that firm offers at price to its
consumers. It is responsible for identifies people, their requirements and how much value they
place on acquiring those needs to be addressed. It helps to inform design of goods to assure it
meets people need as well as provide value proportional to what it costs. Marketing role in
company is to communicate with people about beverages, explaining who is offering them and
why they are desirable.
Marketing department listen to target market can communicate back to deliver perceived
value to them, it also communicate again to cater about how well they are satisfying people
demands & chances for improvement.
It helps to create value for large number of people who are seeking to buy products
offered by Coca cola. Marketing play role as instrument in helping business to achieve their
purpose and is more than advertising goods, selling and gathering money.
Market research is beneficial in order to achieve organizational goals undertaken into
marketing function, which helps to identify better opportunities in marketplace. Firm use this
method to obtain better understanding and perspective of target audience and to assure that its
business stays ahead of competition.

This research is the key element of success in which management goes beyond learning
and understanding about trends in specific area and changes in consumers behaviour, that
helps to deliver perceived value to people. Coca cola marketing department conduct this
research in order to collect a lot of data about current trend and believes of people towards
their products. Marketing is one of the best procedure that help company to reach at
international level and provide better value to its consumers in effective manner.Concept
of market orientation
Market orientation is business philosophy and customer-centric approach, which is
mainly used to design product. Coca cola is successful market oriented firm, they discover and
meets wants as well as desired of its target market thorough their product mix.
Marketing is way firm interacts with potential and current consumers, company think of
it as communication tool of business, collecting information form and delivering out content to
consumers, marketing orientated firms are spirited, communicative businesses that quickly seek
ways to comprehend what their clients want and product products specially designed for those
peoples (Frösén and et.al., 2016). Coca cola is considered as marketing orientated firm because
they are able to understand significance of marketing in developing well-known brand.
Market orientation perform in opposite direction to previous marketing strategies, such as
product orientation, where focus of management was on establishing selling points for current
products. It mainly focuses on consumers’ desires and creating the product as per their needs and
desires. Organization used concept of market orientation by determining new flavours that
people will really like for example, strawberry is most popular and demanding flavour in
beverages. More than efforts to get people to like and become aware of benefits of products, with
marketing orientation method company meets the demands of their consumers. It defined as
approach of business means reacts to what people want. The judgement taken are based on info
about consumers wants, instead what business think is appropriate for target market. Assuring
there is a need for their service and products is one of the most essential components of
marketing orientated firm (Papadas, Avlonitis and Carrigan, 2017). Amount of efforts that goes
into selling will be differences between failed and a successful organization.
To be market orientated Coca Cola company use different types of strategies available for
companies. Firm used traditional and latest marketing technologies such as social media
marketing. There are three major identifying characteristics of marketing oriented firm, first they

are able to find out what its consumers wants from. Second characteristic of market orientated
company is that they respond consumers feedback as fast as possible. The third trait of company,
is that they are able to create excitement of its goods or services and build anticipation for new
releases with the help of communicating different features benefits for consumers.
They invest in surveys and market research just like Coca Cola do. Market research is
the process conducted by marketing team and professionals who are able to asked certain
questions to consumers in order to get their opinions regarding products. Firm seek to know what
their potential clients are looking for in services or goods.
Market orientation allows firm to view their individuals and consumers with subtle
differences in what they want. In simple words, it means to be lead in market and retain people
by comprehension their needs. It is more of culture than individual procedure, market orientation
is values, norms, mindsets and behaviour of firm, together with structure, systems and control of
business. Market orientated companies like Coca cola defined their functions as services
activities aimed at satisfying their service users.
To be market orientated means that firm is constantly listening to consumers to see what
people most urgent demands are and how these requirements are changing according to trends.
Organization keep dialled into their target consumers and efforts to bring services or products to
market that are right match to these wants (Erdoğan Çelik and Zehir, 2017). Achieving this next
match with what people want permits firm to gain competitive advantages as well as market
share will less selling attempt. By following the four important stages of market orientation,
company can always be market orientated within its sector for longer period, that is quite
beneficial for them. Initiation, reconstitution, institutionalization and maintenance are the 4
phases of this approach. coca cola used marketing strategies and production strategies to design
their products in effective manner.
How being market orientated affects strategy formulation, planning and implementation
Strategy formulation is the procedure by which company chooses the most suitable works
of action to achieve their defined goals. This process is quite essential to success of business
because it helps to cater framework for actions that can lead to expected outcomes (Dayan,
Heisig and Matos, 2017). It basically includes six major steps that are - setting organizations
objectives, evaluating organizational environment, setting target market, aiming with divisional

plans, strategy implementation and evaluation. There is deliberate and conscious attempt to
centre attention on what company can do better than their business rivals.
Market orientated affects strategy formulation as well as implementation in positive
manner that is beneficial for company as they are able to sustain business for longer within
marketplace. Without being market orientated, organization cannot formulate effective strategy
and gain the attention of people. With market orientation, firm management unit is constantly
scanning business external environment to spot emerging trends that they can take as advantage
of, by adapting their existing goods to meet needs of new target consumers.
It is the ability of company to orient their marketing strategy as per needs of market. It is
conceived as bunch of activities whose undertaking is conditioned by organization competitive
interest, accordant to idea that strategy at competitive stage determines framework of functional
strategies.
Being market orientated, firm identify particular initiatives that need to be formulated and
implemented as element of transformation procedures (Manevska‐Tasevska, Hansson and
Labajova, 2017). Market orientation assists company to focus on their priorities and efforts on
understanding as well as meeting needs of prospects & consumers. With market orientated
approach organizations can obtain information about their consumers’ needs and develop
strategy accordingly to tailor the same. They also invest in development of goods that consumers
want to purchase rather than try to persuade them to buy things that firm wants to sell.
By being market orientated, information about perspectives of target market is collected
that used by marketing department for formulating, planning and implementing strategies in
order to enhance consumer interest towards purchasing and to increase profit margin of company
above expectations. Product promotion decision taken by marketing department is depended on
market orientation method. Without considering the needs of people, the growth and success of
business is not possible. Market orientated firm effectively increase their consumer satisfaction
& loyalty by implementing and formulating the best strategy with focusing on clients needs. In
context of business case, market orientation helps Coca cola company to identify the needs of
consumers specially regarding with health priorities. They collect more info about target market
preferences and needs and then take decision to offer product accordingly.
After considering the needs of people they can offer new goods such as smart water and
vitamin water by being market orientated.

CONCLUSION
From above analysis, it has been concluded that marketing plays an important role in
delivering perceived value to its consumers. Through market research, Coca Cola company
acquire in depth info about target market and produce their products accordingly. Furthermore,
this report has been summarized that by being market orientated, organization gain benefits.
Paying attention to people need and build trust in order to repeat sales.

REFERENCES
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