Strategic Marketing Management Report: Coca-Cola Strategy Analysis

This report provides a detailed analysis of strategic marketing management principles, using Coca-Cola as a case study. It begins by discussing the role of strategic marketing within an organization and the processes involved, followed by an evaluation of the links between strategic marketing and corporate strategy. The report then assesses the value of various models used in strategic marketing planning, such as SWOT analysis, and explores the links between strategic positioning and marketing tactics. It also examines the merits of relationship marketing and uses appropriate marketing techniques to ascertain growth opportunities, plan marketing strategies, and create strategic marketing objectives. Finally, the report addresses the impact of changes in the external environment on a marketing strategy and proposes strategic marketing responses to emerging themes, providing a comprehensive overview of strategic marketing applications in a real-world context.

Strategic Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Discuss the role of strategic marketing in an organisation307.............................................3
1.2 Explain the processes involved in strategic marketing.........................................................4
1.3 Evaluate the links between strategic marketing and corporate strategy................................6
TASK 2............................................................................................................................................7
2.1 Assess the value of models used in strategic marketing planning........................................7
2.2 Discuss the links between strategic positioning and marketing tactics.................................8
2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy.........8
TASK 3............................................................................................................................................8
3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market.........8
3.2 Plan how to use marketing strategy options in a market.......................................................8
3.3 Create appropriate strategic marketing objectives for a market............................................8
TASK 4............................................................................................................................................8
4.1 Report on the impact of changes in the external environment on a marketing strategy.......8
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing
strategy........................................................................................................................................8
4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy.....8
CONCLUSION................................................................................................................................8
.........................................................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
Strategic Marketing Management refers to core principles which leads to succession of
marketing of a company. Through this management of an organization able to identify need as
well as requirement of a customers which help in designing products and services which fulfil
service user’s necessity and enhance profit of a company (Moutinho and Vargas-Sanchez, 2018).
Through effective strategic marketing management company gain various benefits such as gain
competitive advancement, design products and services according to customers, help in fixing
right price of offerings and many more. Organization taken for this assignment is Coca Cola
which is established in year 1886 at United State. They are dealing in manufacturing industry
and they are offering their products at worldwide level. The respective company offer variety of
Coca Cola such as Diet coke, Coca Cola zero sugar and many more. Topic coved in this report
are principle of strategic marketing management and tools which are used to develop respective
management. Along with this it will explain about ways to use strategic marketing technique and
respond which are required to change at a marketing environment.
TASK 1
1.1 Discuss the role of strategic marketing in an organisation307
Strategic marketing is defined as a method which is adopted by a firm in order to
differentiate themselves from their competitors (Edvardsson and et.al., 2014). This can be
possible by enhancing their strength and provide products as well as services according to
requirement of customers. The respective method is adopted by Coca Cola for a long term
purpose and planning to gain competitive advancement at a marketplace. Along with this
company in respective company there are several other role of strategic marketing, some major
of them are given below:-
 This help respective company in developing strategies and deigning products according
to customer requirements as well as latest trends.
 This will also help in developing as well as maintaining proper supply or distribution
channel.
Along with this there are various method which can be adopted by a company in order to
know effectiveness of Strategic marketing management. Coca Cola can adopt Ansoff Matrix for
effective strategic marketing management, which is explain below:-

It is a model which is adopted by a firm because it will help executives and senior
managers in developing marketing strategy which leads to their future growth. The respective
method have four matrix which provide an organization for growth:-
 Market penetration: At this stage respective company will try to grow their business
through existing range of coca cola in existing market.
 Market Development: It refers to situation when respective company will try to expand
in new marketplace with existing products range of coca cola (HittIreland and Hoskisson,
2012).
 Products Development: At this coca cola will introduce new range of coke at their
existing marketplace.
 Diversification: It refers to strategy when respective company will introduce new
product in order to enhance in new marketplace.
There is also difference between strategic marketing and tactical marketing, which is mentioned
below:-
Basis Strategic Marketing Tactical Marketing
Time frame It is adopted by a company
when they want to take long
term decision. For example-
development of new products
It is adopted by a firm when
they want short term decision.
Such as- discounting of price
Use They are generally use for
analysing competitive position.
It is used by a firm for day to
day activities.
Both the method of developing marketing strategy is adopted by Coca Cola so that they
conduct their activities in effective manner and attain their goal as well as target properly.
1.2 Explain the processes involved in strategic marketing
Through effective strategic marketing company able to determine its effectiveness at a
marketplace by evaluating their strength and competitive advancement (Payne and Frow, 2013).
For adopting this there is a specific process which must be adopted by an organization, that
explanation is given below in respect of Coca Cola:-
Planning Phase

At this stage Coca Cola will evaluate its internal various factors such as effectiveness,
weakness, outside competition, technology change, culture shift and so on. Through this
respective company able to analyse its overall picture which help them in developing decision as
well as strategies. For this they will adopt major four phase: SWOT Analysis- Through this Coca Cola able to determine its strength, weaknesses,
threats and opportunities which help in analysing their competitive advancement in soft
drink industry (The Strategic Marketing Process: A Complete Guide, 2019). This will
also help them in improving their strength and minimising weakness. Marketing Program- At this stage respective company will conduct marketing mix
deciding decision related to coca cola which will develop to fulfil their requirement of
service users. Set goal for marketing and product- At this stage Coca Cola management will develop
proper goal which help them in enhancing their marketing and developing products
according to customers. Such as at this stage respective company will develop soft drink
according to latest trends and then promote plan to promote it so that company will
satisfy customers.
 Goal setting and market product focus- At this stage respective company will decide
various other factors like price of product, distribution channel used by them, promotion
strategy used to attract customers and product strategy that will attract customers like
packaging design, taste and so on.
Implementation Phase
It is a stage where all plan which are develop by company will execute so that they can
gain competitive advancement and high profit (Theodosiou, Kehagias and Katsikea, 2012). If
plan or strategy of a firm will not carry out to this phase then whole planning get waste. At this
stage Coca Cola will implement planning which they develop above and then forecast sales of
products and budget or profit which they can earn. For this respective company will adopt major
four components i.e. resources which required for developing soft drink, design organization
marketing, schedule of task which they have to accomplish and execution of whole marketing
plan.
Evaluation or control Phase

At this stage evaluating will done that company is implementing their plan in effective
manner which leads to attainment of goal. This will be inspecting by marketing team as well as
manager of Coca Cola. If they find any negative deviation they will recheck the whole process
and develop improve it or develop new one. Through this they able to produce effective soft
drink which is according to customer's requirement and demand.
By adopting these stage of strategic marketing Coca Cola able to produce soft drink
according to customer’s requirement as well as this will also help them in gaining competitive
advancement at potential marketplace. Along with this I also learn that for company it is
necessary to adopt each and every stage because that will help them in identifying factors which
leads to attainment of goal.
1.3 Evaluate the links between strategic marketing and corporate strategy
In an organization both strategic marketing and corporate strategy are interrelated with
each other and help in attainment of goal as well as target in effective manner. Strategic
marketing refers to method which is adopted by a firm in order to attract customers by providing
products and services according to their requirement (Ngo and O'Cass, 2012). This will also help
a company in conducting market analysis so that they know its competitive advancement. On the
other hand, corporate strategy refers to hierarchy which will define about overall goal and target
of a firm as well as it will also provide direction which help in attaining objective. It is long term
goal which describe about the vision of an organisation. In respect of Coca Cola both strategic
marketing as well as corporate strategy are linked because both of them are required for
attainment of goal. For example, if their a company want to introduce new range of products and
service they need to develop corporate strategy in which they will define about how effective the
strategy will and what be the profit through respective product.
Along with this there will be also requirement of strategic market which help in analysing
market and developing decision according which include products design, price and so on. It is
also necessary for a company that they need to develop marketing plan which help them in
attaining their objective in effective manner (Cadogan2012). It is design on the basis of time
duration in which company want to attain their objective such as quarterly or monthly basis. For
the development of effective marketing plan Coca Cola need to develop a mission which must be
appropriate and linked with corporate ethics and responsibilities so that they will attract

customers. Then accordingly respective company need to design strategies as well as plans
which leads to attainment of goal as well as target.
TASK 2
2.1 Assess the value of models used in strategic marketing planning
Strategic marketing planning refers to procedure which is ongoing and that will help an
organization in developing marketing strategy as well as plan that they can implement at its
potential marketplace (Morgan2012). For this an organization can adopt various methods or
model such as PESTLE analysis, SWOT analysis, porter's five force model, product life cycle
and many more. In respect of Coca Cola they use SWOT analysis and product life cycle in order
to develop strategic marketing planning, which are mentioned below:-
SWOT Analysis:
Strength Weakness
 The respective company have loyal
customers base which help them in
enhancing their profitability ratio.
 Coca Cola offer their products at
worldwide level.
 Along with this they have strong
distribution channel which help them
fulfil requirement of customers at every
location.
 The respective company is highly
reliance or depend on carbonated
drinks.
 They also have wide diversification of
their products range.
Opportunities Threat
 They may introduce healthy drinks and
food.
 The respective company can also
expand their business through
partnership as well as acquisition from
another company.
 Situation of decreasing demand of
carbonated drinks.
 There is huge competition within
marketplace at global level. For
example, Pepsi, Dr Pepper and many
more (Ansoffand et.al., 2018).

SWOT analysis is effective for respective company because through it they are able to
know about their strength, weaknesses, opportunities and threats. Through which they can
enhance improve their weakness and strong their strength which help in avoiding threat as well
as grabbing opportunities.
Product life cycle:
This method is generally adopted by a Coca Cola when they introduce or launch new
product variety. It is consisting of four stages i.e. introduction, growth, maturity and decline
(Baker2016). At this stage product will be new at marketplace and respective company has to
highly focus on promotional activities. At second stage their will enhancement of product sales
and peoples start knowing product. So company need not to focus more on advertising but they
need to conduct it. Then third stage is maturity where receptive company reach at peak level and
at this level company not need to focus more on advertising. Last stage is decline at this stage
product which is introduce start decreasing so at this stage Coca Cola need to improve their
product or harvest the product.
It is effective for Coca Cola because through it they conduct proper decision related to
product. Along with this it is also effective for respective company because by it they able to
develop strategies and conduct it on timely manner.
2.2 Discuss the links between strategic positioning and marketing tactics
In present time, strategic positioning basically drives marketing because it creates the target
audience. Therefore, it can easily be said that both strategic positioning and marketing tactics
plays a crucial role carries a major linked with each other(Jones, Suoranta and Rowley, 2013). In
other words, if it is talked about positioning then it is just not related with placing a product but it
is directly connected with how marketing the product has been done by a business organisation
like Coca-Cola and how the mind of a prospect is going in regards to the same. this could be
understood with a good example of diet coke which is a product from product portfolio of coca
cola. In order to promote this product, organisation has used different it fit models and this
helped business organisation and positioning the product as for the targeted customers needs.
Basically, positioning directly aid a business organisation like Coca Cola’s project manager or
the marketing manager to look into those aspects like characteristics and perceptions of
customers through which effectively all the decisions can be made in regards to developing a
competitive edge within the market. In this context, there are 3 elements which has been taken

through which link among strategic positioning and marketing techniques can easily be scene
and these are:
Product: Diet Coke and concentrated drinks are said to be some of the products that Coca-Cola
is offering to its customers. Company has already aimed at targeting customers with the
individuals who likes to taste something different from others. This has held business
organisation in in keeping the product in front of its customers in a way, where they develop an
urge to buy it without even giving a second thought.
Place: Another crucial approach, which helps Coca-Cola in positioning itself in front of its
customers much more stronger than its competitors. Basically, company place its products add
different sections where customers can easily reach like nearby to the cash counter within a
supermarket and so on (Youn and et.al., 2013).
Price: Competitive pricing strategy is said to be e vital decision making approach that helps
Coca-Cola and enhancing the overall performance level of its own and office products as well.
Modifying the prices as per the competition helps in sustaining for a longer period of time.
2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy
There are a range of benefits of relationship marketing can be seen within a strategic marketing
strategy and these are:
 It helps in showing value to the customers every single time when any sort of interaction
takes place within a supermarket, meetings, seminar and more.
 In context of Coca-Cola, another benefit that can be seen of customer relationship
marketing is that it helps in listening to the consumers and then take actions as per the
requirements that could help in in pulling out innovations within the strategic marketing
strategy developed by Coca-Cola.
On the other side, according to Prof. Adrian Payne and David Ballantyne, customer retention
could help Coca-Cola or any other business organisation in reaching to new heights where they
could easily give competition to rivals. Along with this, transactional marketing can be
considered as a crucial tool that could help not only Coca-Cola but to other business
organisations that are dealing at middle level to improve their customer base through promoting
products and services in all over the world. For an example, the company has developed
marketing plan to target customers that are hygienic in nature, here it will be required for or the

company to develop its marketing strategy considering all the requirements that hygienic
customers are looking forward to have.
TASK 3
3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market
In terms of its growth strategy, which is their market position in the beverage industry, Coca
Cola Company is concentrating in opening more opportunities in developing markets by
leveraging the scale & reach of the Coca Cola system to shape & capture value. The company
intends to accomplish it by sharpening their execution at the point of sale and expanding the
brand portfolio. The company has projected that these developing markets are expected to
contribute approximately 20 percent of incremental population growth over the next 10
years(Varbanova, 2013). In present condition, taking in use of online marketing tool as a
technique could directly help Coca-Cola in sustaining within the market for a longer period of
time. This is being utilised to target huge number of individuals from all over the world and it is
cheap as well in nature from other marketing techniques.
3.2 Plan how to use marketing strategy options in a market
Basically, marketing strategy can be defined as a process that is utilised by a business
organisation in taking right decisions in regards to developing the customers base. In present
context, Coca-Cola could effectively use different range of marketing strategy for various
options linked with products and these are presented underneath:
Direct marketing : This could be considered as the best approach as a marketing strategy option
that can be utilised by coca cola when it comes to offering specific product and that is diet coke
in front of its customers. With the help of this, direct marketing of products can easily be done
but this could be considered as one of the expensive and time taking option that can be utilised
by Coca-Cola.
Business to consumer : this type of strategy is being considered as traditional but innovative
approach which is usually being utilised by international organisations like Coca-Cola where
they directly communicate with customers considering the range of channels and these can be
utilised through uploading and advertisement on social media for television, or any other media
where the information is being read by target customers who has an urge of purchasing products
for the individuals who are in need (Santos-Vijande and et.al., 2013).

Earned media/PD : Branded media basically carries a purpose of engaging the audience come
through offering them with the detailed information about product. Paid media refers to any
form of advertising that requires an exchange of funds. Earned media, on the other hand, is free
exposure, typically via public relations. It might include a mention in a newspaper, magazine, or
blog. It could also include brand ambassadors who spread the word about Coca-Cola courses
without any incentive to do so.
3.3 Create appropriate strategic marketing objectives for a market
Since Coca-Cola is looking forward to expand its business with the help of promoting the diet
coke in front of his customers it will be required for the organisation to develop an effective
strategic marketing objective so that goal i.e. to enhance the overall sale is that to reach to an all
new level within the business market (Jiang and et.al., 2013). It is required for Coca Cola to take
in use of marketing mix tool and others, e-marketing and customer relationship management
strategy. In present context, after looking at the overall situation of Coca-Cola company has
decided to develop a strategic marketing objective which was related to marketing and customer
relationship management and these are:
 To gain competitive edge within United kingdom by enhancing the sales by 5% in a year
with the help of promoting goods and services on social media.
 To improve the customer loyalty by 10% in six months considering and effective
customer relationship management.
With the help this, Coca-Cola will directly reach to an all new level of success where it will give
hard competition to other organisations like Pepsi, and many more. In present time, it has been
analysed that customers basically look forward to purchase quality products with hygiene and
this is what Coca-Cola has already understood and made diet Coke that this helped hygienic
customers to taken use of this product without any sort of hesitation.
TASK 4
4.1 Report on the impact of changes in the external environment on a marketing strategy
It has been analysed that, for an organisation market conditions do not stays same, which means
for a big company as well small changes within the external environment might impact upon
developed marketing strategy(Giannakis and Harker, 2014). In context of Coca-Cola, the
marketing strategy which has been developed by this organisation might not work for a longer

period of time and there are a few reasons or changes within external environment that has been
found which impact it and these are:
Rise in consumer expectations: this is been considered as one of the crucial factor of external
environment, which majorly impacts upon marketing strategy. it could be understood with the
good example where Coca-Cola was promoting its concentrated drinks where the perception of
customers got changed towards having a healthy diet. This impacted negatively upon marketing
strategy which was developed by Coca-Cola and regards to the concentrated drink and reduced
it’s sales as well (Ruff, 2015).
Developments in technology: Rivals basically takes and advantage of changing technology
through adopting machines which are upgraded. This basically helps them in in reducing the cost
of promotion and other marketing utilisations for a longer period of time. This can be taken as an
example which might affect Coca Cola's profit margins and market share as well. Here, it will be
required for Coca-Cola to take in use of best technology in order to gain competitive advantages
within the business environment (Kasemsap, 2017).
Globalization: Every single business organisation is looking forward to extend themselves
across the boundaries of country of their own. This raised competition and so brought the
changes within the marketing strategies of the companies. In context of Coca-Cola, it will be
required for the company to analyse the market in global context and then make changes
accordingly e within the marketing strategy so that no issue takes place (del and Bremser, 2013).
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing
strategy
The marketing strategy of Coca cola is to utilise social media tools in an optimised manner in
order to grab the attention of public who likes to live a happy and healthy life and this is being
done through posting advertisements on various Facebook pages that promotes health and
wellness (Xu, Frankwick and Ramirez, 2016). In present context and internal analysis has been
performed for this marketing strategy that will help in finding out both the strengths and the
weaknesses and this is comprehended beneath:
Strengths Weaknesses
 This will directly help Coca cola in
targeting the customers that belongs to
a healthy and fit lifestyle.
 It is baby possible that the developed
advertisement would work as a
greenwashing act.