Coca-Cola's Marketing Strategy: Macro & SWOT Analysis in Singapore

This report provides a marketing analysis of Coca-Cola in Singapore, focusing on macro-environmental factors and a SWOT analysis. The macro analysis examines political, economic, and socio-cultural influences, highlighting Singapore's stable political environment, growing economy, and globali...Read More

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Macro analysis
Macro analysis refers to the determination and identification of the external factors being
faced by the business organizations. These factors are mainly caused due to the external reasons
such as the change in political, social, economical and technological scenario. In addition, these
factors cannot get controlled majorly by the business organizations and are having impact on the
entire industry.
Political factors  Singapore is having favorable and stable political scenario in
the country with having strong intent of democracy. Thus,
business organizations will have the positive impact of having
stable political environment in the country.
 Political factors in Singapore are also pro-business with the
initiatives to nurture business in the country. Thus, business
organizations operating in Singapore will have the advantages
of gaining the pro-business initiatives of the government.
 However, change in the political scenario by means of change
in government may have negative impacts on the business
organizations (Wee, 2015). This is due to the reason that
change in the government will lead to rise in power of
different political ideology that may not be pro-business.
Economical factors  Singapore is one of the major developed countries in the
Asian region. Thus, economy of Singapore is also stable and
growing.
 Singapore is having the growth of 3.6 percent as of 2017 and

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thus they are having positive growth rate of their economy. In
addition, this denotes that the business organizations operating
in Singapore will have more market and business
opportunities (Lim, 2016).
 Growth of the economy denotes that the purchasing power of
the customers will get increased and thus the market
potentiality is also increasing.
 Singapore is having market oriented and globalized economy.
Thus, the risk of impact of global recession is also more. This
will have adverse impact on the business organizations.
Socio-cultural factors  Singapore is a developed economy and thus having more
globalized social environment.
 Average population is having preferences for the global
products. Thus, Coca Cola will have the advantages of selling
their universal products in Singapore.
 However, customers are becoming more aware about the ill
impacts of carbonated drinks. Thus the market potentiality
may get affected by this for Coca Cola.

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SWOT analysis
Strengths  Coca Cola is the largest brand in carbonated drink market in the
world. Thus the huge brand value for hem helps them to push the
sales in the market (Morhat et al., 2015).
 Coca Cola is having market presence in major countries around the
world. This helps them to cater to huge market that increases their
sales volume.
Weaknesses  Coca Cola has faced number of lawsuits in the recent past regarding
their unethical business practices. This hampered their brand value.
 Coca Cola is majorly depended on their carbonated products rather
than having diverse portfolio.
Opportunities  Offering fruit juices and energy drinks will help to cater more
customers.
 Investing more in the developing countries will help Coca Cola to
gain more profitability.
Threats  Emergence of more number of competitors.
 Reduction of consumption of carbonated drinks among the customers
(Sepkowitz, 2013).

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Reference
Lim, L. Y. (2016). Fifty years of development in the Singapore economy: An introductory
review. In Singapore's Economic Development: Retrospection and Reflections (pp. 1-15).
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand
authenticity: An integrative framework and measurement scale. Journal of Consumer
Psychology, 25(2), 200-218.
Sepkowitz, K. A. (2013). Energy drinks and caffeine-related adverse effects. Jama, 309(3), 243-
244.
Wee, L. (2015). The party’s over?: Singapore politics and the ‘new normal’. Journal of
Language and Politics, 14(3), 455-478.