Coco-Cola: Market Analysis, Competitive Strategies and Future Outlook

This report provides a market analysis of Coco-Cola, focusing on its new product, Diet Coke, and its position within the F&B industry, particularly in the UK market. It examines the company's market size, target audience, and competitive landscape, with Pepsi as a primary competitor. The analysis includes an overview of the company's strengths, such as high brand recognition, and strategies for maintaining market share. The report also discusses the company's approach to pricing, customer engagement through online surveys and social media, and future projections for market growth. Furthermore, the report includes references to key academic sources on marketing, retailing, and business strategy.

COCO COLA

INTRODUCTION
• Products and service description
Market analysis is considered as the study of attractiveness and the dynamics of the special
market within a special industry. It is considered as part of analysis of the industry and thus
in turn of the global environmental analysis. Through all these analyses, strength
weaknesses, opportunities and threats of company can be identified.

CONT..
• Coco- Cola is the most popular and highest selling soft drink in history
as well as one of the most recognizable brand in the world. In present
context, new product of Coco Cola brand that is Diet coke have been
identified which is also known as Coco Cola light in some markets.

CONT..
It is sugar free soft drink which was first introduced in US on 9 August
1982 as the first new brand and it has now been improved with new
specification which has made it largest and successful brand of coco
cola. After analysis market review of customers towards the products,
organisation has led down various business research analysis of
competitors products PEPSI, in order to apply strategies that needs to be
taken in to consideration. Further, the products of brand include the diet
coke, Coco- Coal zero, Fanta, Sprite, Dasani, vitamin water, powerade
and minute maid etc.

Marketing analysis
• Industry description and outlook: From the effective analysis, company has business operations in F&B
industry of UK and has its wide customers base. In past year, company has achieved wide growth and
development by developing new products. In this, Diet Coke is new brand which is most popular among
health conscious people in UK. Thus, company needs to high quality products to sustain its position in
UK.
• Target market: Market size of organisation will be high as the company has target middle class
customers for selling and marketing of their new product.
• Competitive analysis: Pepsi Ltd is considered as direct competitors of Coco Cola new products brand
who also developed similar products and company needs to analyse its products weaknesses. High brand
recognition major strength of competitors which creates problems for enterprise.

CONT..
• Projections: High market share in F&B industry and strategies are being developed by
organization to sustain its position. For increasing the sale company will provide its new
diet coke product at competitive prices.
• Regulations: Present customer of Coco Cola are middle class people from whom the
organization will take a review of its products through online surveys and social media.

REFERENCE
• Levy, M., Weitz, B.A. and Grewal, D., 2012. Retailing management (Vol. 6). New York:
McGraw-Hill/Irwin.
• Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
• Teece, D.J., 2010. Business models, business strategy and innovation. Long range
planning. 43(2-3). pp.172-194.
• Powers, T.L. and Loyka, J.J., 2010. Adaptation of marketing mix elements in
international markets. Journal of global marketing. 23(1). pp.65-79.