Project Plan: Coca-Cola's Marketing and Operational Strategies

This project plan focuses on analyzing the operational and marketing strategies that have made Coca-Cola a leading brand in the soft drink concentrate market. It aims to differentiate the company based on its core activities, interpreting how these benefit the company. The project utilizes Google Scholar to gather secondary data, focusing on key marketing and operational aspects. Research questions address Coca-Cola's marketing strategies, their impact on brand leadership, and the company's operational differences. The plan outlines search terms and includes four peer-reviewed scholarly articles for literature review, which discuss Coca-Cola's innovation in marketing, cost-saving strategies, and brand expansion. The project plan provides a framework for a comprehensive analysis of Coca-Cola's business practices and market position.

Running head: PROJECT PLAN
PROJECT PLAN
Name of the Student
Author note

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Project Plan
Project statement
This research project would be focusing on the operational and marketing strategies
that make Coca-Cola the leading player in the market of the soft drinks concentrates. This
would be aiming at differentiating the company on the basis of their functionality in the core
activities that they undertake, and interpreting and analyzing how they benefit the company
altogether.
Source of secondary data
Google Scholar would be used as the platform for the collection of secondary data
from the internet. Google Scholar is the search engine for academic journals, books,
magazines and more that could be used for academic purposes. Key words would be searched
up using this search engine, it would return results from a range of sets of academic sources
that match the keywords. Some of the texts end up being subscription based and some are
simply free to read.
Research questions
 What are the marketing strategies that make Coca-Cola a leading brand in the market?
 How do these marketing strategies help Coca-Cola to become a leading brand in the
market?
 How does the company operate differently across different aspects that benefit it in
profitability or sustainability?
Search terms to be used in Google Scholar
The search terms to be used for the purpose of retrieving data from Google Scholar are as
follows:
Coca cola marketing strategies, Coca cola operations, Coca cola value chain supply chain,
coca cola innovation
Peer reviewed scholarly articles
Four peer reviewed scholarly articles that could be used for the literature review of
thee project are as follows:
 Bessant, J., Birkinshaw, J., & Delbridge, R. (2004). Innovation as unusual. Business
Strategy Review, 15(3), 32-35.
 Mayureshnikam, M., & Patil, V. (2019). Retrieved 9 August 2019, from
http://www.iosrjournals.org/iosr-jbm/papers/Conf.ADMIFMS1808-2018/Volume-
1/12.%2077-85.pdf
 Boyjoo, Y., Cheng, Y., Zhong, H., Tian, H., Pan, J., Pareek, V. K., ... & Liu, J.
(2017). From waste Coca Cola® to activated carbons with impressive capabilities for
CO2 adsorption and supercapacitors. Carbon, 116, 490-499.
 Gehani, R. R. (2016). Corporate brand value shifting from identity to innovation
capability: From Coca-Cola to Apple. Journal of technology management &
innovation, 11(3), 11-20.
To provide, these sources speak of how Coca Cola has used innovation in marketing by
using its brand image as a tool to reinforce itself in any brand expansion, and also how it
saves a lot of costs every year by using efficient means of budgeting and operations, which is
often called Zero-Budgeting. It also speaks of how costs have also been saved by effective
recycling processes and how such innovation strategies have helped the company being a top

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recognizable brand in the world.
References
Bessant, J., Birkinshaw, J., & Delbridge, R. (2004). Innovation as unusual. Business Strategy
Review, 15(3), 32-35.
Boyjoo, Y., Cheng, Y., Zhong, H., Tian, H., Pan, J., Pareek, V. K., ... & Liu, J. (2017). From
waste Coca Cola® to activated carbons with impressive capabilities for CO2
adsorption and supercapacitors. Carbon, 116, 490-499.
Gehani, R. R. (2016). Corporate brand value shifting from identity to innovation capability:
From Coca-Cola to Apple. Journal of technology management & innovation, 11(3),
11-20.
Mayureshnikam, M., & Patil, V. (2019). Retrieved 9 August 2019, from
http://www.iosrjournals.org/iosr-jbm/papers/Conf.ADMIFMS1808-2018/Volume-
1/12.%2077-85.pdf