Marketing Report: Analyzing Coca-Cola's Strategies and Management

This report provides a comprehensive analysis of Coca-Cola's marketing management, encompassing various aspects of the company's operations. It begins with an introduction outlining the report's objectives and then delves into a detailed description of Coca-Cola, including its vision, mission, and marketing orientation. The report conducts an environmental analysis, assessing the company's strengths, weaknesses, opportunities, and threats, as well as examining its customers, collaborations, and competitors. Market research and intelligence are explored to understand consumer needs and demands, followed by a discussion on developing effective marketing strategies, including target market identification, value propositions, and positioning statements. The report concludes by examining the company's marketing tactics, including product, price, place, and promotion strategies. Overall, the report offers a thorough examination of Coca-Cola's marketing practices and provides valuable insights into its success in the competitive beverage industry.

Running Head: Marketing 1
Marketing and Management

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Contents
Introduction.................................................................................................................................................3
Issue I..........................................................................................................................................................4
Description of the company.........................................................................................................................4
Vision......................................................................................................................................................4
Mission....................................................................................................................................................4
Its orientation towards marketing............................................................................................................4
Product and types of services..................................................................................................................5
Issue 2.........................................................................................................................................................6
Company.....................................................................................................................................................6
Strength...............................................................................................................................................6
Weaknesses.........................................................................................................................................6
Opportunity.........................................................................................................................................6
Threats.................................................................................................................................................6
Customers....................................................................................................................................................7
Collaborations.............................................................................................................................................7
Competitors.................................................................................................................................................7
Context........................................................................................................................................................8
Issue 3.........................................................................................................................................................9
Market research.......................................................................................................................................9
Market intelligence..................................................................................................................................9
Issue 4 Developing Strategy......................................................................................................................11
Issue 5 Developing marketing tactics........................................................................................................13
Conclusion.................................................................................................................................................16
References.................................................................................................................................................17

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Introduction
This report is made on marketing management in which Coca-Cola will be taken to describe the
role of the marketing management in the company. The description about the company will be
demonstrated in this assignment along with the environmental analysis for making better
understanding about the concept. Market research is vital for the company to get the good
position in the market in comparison of its competitors. Market segmentation enables the
organization to make products as per the demand of the customers. A detailed marketing mix
will be defined in the context of chosen company.

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Issue I
Description of the company
Coca-cola is the well known marketer, manufacturer and distributor of non-alcoholic beverage
syrups, used to produce nearly 400 beverage brands. The beverage products of the company are
comprised canned and bottled soft drinks. The coca-cola company started building its global
network in the year of 1920s. This company was founded by John Syth Pemberton in the year of
1996 (Coca-cola, 2018). The company has around 62000 employees all over the world that serve
its million customers. The company is earned estimated $74 billion in a year (Wang, 2015).
Vision
The vision of the Coca Cola Company is to refresh the world in mind, body and spirit. The vision
serves for roadmaps and leads every factors of the business through describing what they need to
fulfil in order to carry on attaining sustainable and quality growth.
Mission
The mission of this company is to refresh the world and to make values and make a difference.
The company wants to provide high quality services to the customers through the services.
Its orientation towards marketing
The main aim of Coca-Cola like other companies is enlarging the business portfolio and
accepting the change as per the amendments in the latest technology. It indicates that the major
concern of the company is centred on the significant factors such as the mission of the company.
The story of Coca-Cola began in 1886 in the New York Harbor. In starting, Pemberton sold out
only 9 glasses of soft drink per day. However, this amendment radically and the company started

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to attain growth day by day due to effective beverages. In today’s world, the company has more
than 63000 employees all over the world that are controlled by various levels of corporate
management (Coca-cola, 2018).
Product and types of services
It has diverse product portfolio that offers a broad variety of world class services and products
that are sold to customers across the global. An affordable size is packed by the company and the
role of this is integral in sales and marketing. The major products of Coca-Cola is Diet coke,
sprite, Fanta, Maaza, Limca, Kinley, Mineral Water, Minute Maid, Coca-Cola and Thumbs up.
The design of the container of Coca-Cola is designed to enhance the mutual value in which the
main focus of the company is ongoing green through recycling the bottles and cans.

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Issue 2
Company
Strength
The strength of Coca-Cola is broad range of products at affordable. The company has more than
500 brands and the global presence in more than 200 nations (Tripod, 2018). It has strong
corporate responsibility and effective packaging systems.
Weaknesses
The major weakness of the company is limited up to beverages and not explores the food or
snacks products. The market can get huge benefits if it thinks to expand its business in various
food products all over the world (Rani, 2014).
Opportunity
The brand image of the company can be enhanced due to international expansion. The company
conduct effective marketing and advertising strategies. Potential for acquisition and increasing
the demand of bottled water are opportunities for the company (Hitt, Ireland and Hoskisson,
2009).
Threats
There major competitors of Coca-Cola Company are Pepsi that can compete with it equally and
the beverage industry is a cut throat ground. Along with this the government policies and taxes
may pose threats on company.

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Customers
It has been analyzed that the interest of all age groups in the Coca-cola to buy the products.
There are number of customers attracted towards the variety of products of the company due to
its lower rate strategy. The behaviour of the customers towards the Coca-Cola is loyal as it
provides high quality services to its customers at lower rate which can be affordable by middle
class people as well.
Collaborations
The suppliers of the company are important for the business growth for which company has
made Supplier Guiding Principles that communicate the values and expectations. There are
various kind of supplier of Coca-Cola company such as direct spend supplier, indirect spend
supplier, group critical supplier, tactical supplier and country strategic supplier (Coca-Cola, 2018).
All suppliers have different approach to provide the products and services to the company such
as packaging, consultancy services, manufacturing and designing.
https://coca-colahellenic.com/en/operations/supply-chain/our-suppliers/
Competitors
The main competitor of Coca-Cola is Pepsico that run the same operations in the same industry.
However, the company has expanded its business all over the world but Pepsico is being the
challenge for the company to attract number of potential customers.
Context
There are some other factors such as legal, political and technological that may impact the
company entirely. In the context of political, the company can face the issue regarding the

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political stability of different nations. However, soda tax is effecting the consumptions of coca-
cola. Coca-cola is concerned towards technology that is why it has adopted latest theology in its
system to make its operation easy and use social media to make aware people about the products
(Stark, 2015). It has been found that the person of US is more concerned about the healthy
beverages that has fallen the soda consumption to a 30 year low.

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Issue 3
The organization can gather the information about the needs and demands of the customer by
conducting market research and market intelligence, these both are appropriate strategies that
provide proper information about the taste of the customers to the company.
Market research
Market research helps Coca-Cola to make effective decisions in which it incorporates customer
retention, brand awareness, brand recognition and target audiences (Veloutsou, 2015). Market
research will be helpful for the company to gather the information by analysing the customers
and target demographic. The company uses ‘multi-segment targeting strategy in which every age
will be attracted more towards the stores for buying the number of products of coca-cola as it
produces total of 3500 product mix. The customers of Coca-Cola want high quality products and
services at lower rate. The major competitor of Coca-Cola is Pepsico that leads the business all
over the world (Men, 2017). the firm can analyse the market by segmenting strategy in which it
would get better information about the demographics of customers such as which age group will
be attracted more towards the beverages and which sorts of products would attract more to the
which gender. The context of business is amending due to political and legal affect by the
country. It has been found that there are a number of people in United States that are concerned
about the healthy beverages. There are various technological, legal and political conditions that
impact the customers’ needs and behaviours to a Coca-Cola (Sauerbronn, Barros and Faria, 2018).
Market intelligence
Marketing intelligence is differ from market research as it assists company to get existing
information that company use to competition, demographics and political implications (Sullivan,

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Ortez and Mission, 2017). Coca-Cola Company has introduced the fanta in orange flavour for the
purpose of increasing the sales. It uses competitive positioning strategy in which the one of the
major goals of the company is to offers a huge range of beverages to its customers. The role of
the collaborator is huge in the process of the company as they are getting higher revenues due to
effective growth of the company. The data of the research is being collected by its collaboration
like partners and suppliers (Mandal, 2017). It has been found that the Coca-Cola Company
facilitates to fight obesity in the United States. Diet coke is adopted by the company to match the
customer trends and requirements. The company has expanded its vanilla products in the market
of UK after US.

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Issue 4 Developing Strategy
Target market
The Target market of Coca-Cola Company is youth or youngster. However, the targeting of the
company is not specific and related to both genders. The company has introduced itself as a
trendy and discounted in beverage industry. The product differentiation strategy of the Coca-
Cola is the major reason to attract huge range of customers all over the world. It has been cleared
that the target market of the company will be 12 to 30 years people (Tripod, 2018). Youngster
will be attracted more due to number of variety of beverages within the company. The company
should target the customers who are diet conscious and company should make sugar free
beverages for diabetic patients.
Value proposition
The value proposition of the Coca-Cola is strong and when it comes to deliver to its customers,
the main focus of is providing specific and to the point. Coca-Cola would like to present their
customers is various brand stories upon which they make their business model. To fulfil its
mission statement, Coca-Cola should fulfil the needs of its customer in an appropriate manner by
offering various brands in beverages for all customers to accomplish its commitment (Covin,
Garrett, Kuratko and Shepherd, 2015). The guests of the Coca-Cola have trust on the brand
promise that the products of its company are better quality at affordable prices (FernFort, n.d).
There are number of products in the Coca-Cola that sold under number of brands. It is included
for the more for fewer groups and it is attractive point because it provides unique experience of
happiness.

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Positioning statement of the target market
Coca-Cola has positioned itself within the world soft drink market. the main concept of the
international strategy of the Coca-Cola company is “go global think local” that helps out to it
think wide in a sophisticated manner. Strategic positioning is adapted by the company to provide
high degree of loyalty to its customers (Veloutsou, 2015). It facilitates company to attain its
vision in efficient manner. Satisfied customers will spread the information about the effective
services of the company which will enhance the market of customers that would be helpful in
increasing the revenues of the company. the company has been unbeaten by utilizing Unique
Selling preposition in the form of Live the coke side of like which is linked to joy and happiness.
The customers of the company is associated this brand with these emotions (Fehrnstorm and
Rich, 2009). Fun and entertainment are clicked in the mind when people hear about the coca-cola
products.

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Issue 5 Developing marketing tactics
The marketing mix of Coca-Cola is designed below with clear understanding about the
information of its products and services. The marketing mix will entail 7Ps to define the terms of
dealing with business and attract number of customers by applying this within Coca-Cola.
Products strategy
Coca-Cola provides a huge array of products for every sort of customers. It has been found that
the customers of Coca-Cola buy the beverages of its brands randomly and usually. The company
has entailing 3300 products in the products that present the wide range of portfolio in products
by the company. The market presence of the company is in around 200 nations.
Price Strategy
The pricing strategy of the company is according to the geographic segment. The pricing strategy
of the company is different for different products and it is based on the competitors pricing. The
market of it is oligopoly. It is vital for the component to have clear understanding about the
strategy accepted by its competitors so that their customers cannot get attracted towards the
competitors (Krzywoszynska, 2015). The existing pricing strategy should be implemented by the
company in an efficient manner in which discounted pricing strategy should be involved so that
people get what they want at lower price. The company should focus on specific offer pricing
strategy to increase the sales of the company.
Place Strategy

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The place strategy of the company is effective as Coca-Cola is most favourite brand of many
people. The FMCG distribution pattern is adopted by the company. The company should load the
goods in truck so that the good range of products can be loaded once which will be helpful to
reduce the transportation cost. The online delivery system should be introduced by the company
to reach number of customers because there are number of customers that cannot come
frequently due to distance from their place (Bhasin, 2018). It would be good opportunity to
Coca-Cola them who want to buy products without moving from their place.
Promotion strategy
Promotion is considered as the noteworthy aspects of marketing mix. It is the marketing strategy
that entails various kinds of techniques such as advertising, sales promotion, advertising, public
selling and personal selling. With the help of promotional strategy, Coca-Cola will be able to
convey the message to its potential customers. Number of customers will be more attracted
towards it’s an efficient manner (Cheung, Shen, Lee and Chan, 2015). Along with that the
company should expand its business globally and other states of the company in which it can use
offline as well as offline media strategies such as Television, Newspaper and media. The
company uses motivated message to attractive number of people.
People
People are effective element of the marketing mix that elaborates the importance of the staff of
the Coca-Cola Company. It is essential for the company to have the good skilled and trained staff
within the company so that they can resolve the queries of the customers and provide the proper
guidance about their desired products. The company should provide proper training to its

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employees so that they can understand the process systematically and understand their roles and
responsibilities in the context of company as well as customers (Powell and Gard, 2015).
Process
The process of satisfying the customers and provide the efficient services to the service user
should be defined in an efficient manner. A process need to be cleared for the service provider
and the fundamental process should make sure the similar level of service delivery to any time of
day. There should be proper zone where customers of the company preference can be hold to
offer a specific experience (Grant, 2016).
Physical evidence
The location of the service delivery takes on noteworthy. The user experience is liable to make
the comfort and attractiveness levels of a service location which can be changed due to different
experience of users towards different products and services. The comfort and soothing
environment can offer a sense of security to a latest customer which will be able to make them
return. The Coca-Cola Company should consider the safety of the customers as well as
employees so that they feel comfort and safe at place.

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Conclusion
In the limelight of above discussion, it can be concluded that the marketing and management is
vital for the company as it provides number of strategy to the company. Coca-Cola Company has
been chosen for this assignment to make clear understanding about the concept of marketing
strategies and its role in expanding business. The discussion has been made on 5Cs in which
company, customers, competitors, collaboration and context entailed. Marketing research and
marketing intelligence has been discussed in the context of the company. The potential target
market, value proposition and the positioning statement has been described in the context of
company to increase the market of the company in an efficient manner. At last, the discussion
has been made on marketing mix in which 7 Ps are covered such as products, place, price,
promotion, physical evidence, process and people.

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