Marketing Management & Strategies: Coco-Cola in Nigeria Case.

This case study examines Coco-Cola's marketing management strategies in Nigeria, focusing on the role of marketing in achieving organizational goals. It analyzes the impact of planning, formulation, and implementation of effective marketing strategies, including PESTLE analysis, SWOT analysis, Porter's Five Forces model, and the marketing mix (product, price, place, promotion). The study highlights how Coco-Cola adapted its strategies to the Nigerian market, addressing factors such as economic conditions, government policies, technological advancements, and legal frameworks. It also discusses the importance of promotional strategies, such as advertising and digital media, in enhancing customer value and driving business growth for Coco-Cola in Nigeria. The study concludes that effective marketing management is crucial for organizational success and expansion in the Nigerian market.

MARKETING
MANAGMENT

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY(Essay).......................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management is the process by which an organization develops planning over
the idea which is to be used by an organization. Further management is based upon promotion,
pricing and advertising of goods and services to be introduced by an organization within market.
These process helps an organization to make its products and services launched by organization
within market with goals and objectives achieved in relation to it. Marketing strategies are those
models which is used by an organization to cover large market area through its product or
service. Scope of both marketing management and marketing strategies is wider as it makes
expansion possible within market. Nature is dynamic as it helps in improving profit and revenue
generation of an organization. The essay is based over case study of Coco Cola in Nigeria with
role of marketing in achievement of organizational strategies. In the end marketing strategies for
growth of Coco Cola has been discussed.
MAIN BODY(Essay)
Role of marketing in achievement of organizational strategies as per the case study it
can be observed that Coco Cola has made development within a country like Nigeria from time
to time. The case study shows that Coco Cola has used international marketing strategies which
has helped organization in establishing itself in more effective way. Also these strategies have
helped organization like Coco Cola establish manufacturing and production plants that made
capturing of market possible in more effective manner(Rees and Smith eds., 2021). There are
various marketing strategies that is used by Coco Cola and they are PESTLE analysis, porters
five force model, marketing mix and promotional strategies. It has made organization like Coco
Cola accomplish their targets in more effective way. These strategies impacted organizations
growth by making various aspects related to marketing understood in effective way. Impact of
planning, formulation and implementation of effective marketing strategies for the growth
of Coca-Cola in Nigeria marketing strategies has helped organizations in establishing
themselves within a country or region. Through such strategies different parts in relation
expansion of organization is achieved with the help of using certain models that made planning,
formulation and implementation possible. As per this PESTLE analysis is used which has helped
in making coco cola understand about external factors that has drastic impact upon organization
like Coco Cola. Further in this impact of policies formed by government is understood. Through

policies of government long term impact is seen upon organization like CoCo Cola(Shaw, 2019).
Since Nigeria is an poor country so heavy taxes cannot be applied by its government. This
favoured Coco Cola in capturing market by developing proper framework for capturing market
with positive growth. In relation to economy certain aspects like unemployment, export and
import rates with inflation and deflation is covered. Coco Cola has helped creating more
employment opportunities for local people that has helped Nigeria deal with the problem of
unemployment. It has improved quality of work culture within the country. Coco Cola has also
able to understand the taste of customers leading upon making its product establish well within
the market of Nigeria. Through advancing technology and establishment of manufacturing plants
with latest equipments that increased production and manufacturing capacity which makes
expansion of organization possible within the market of Nigeria. In relation to legal structure
legal framework of Nigeria is understood by Coco Cola that has protected the organization form
legal problems which could hinder its progress. The by following environmental laws the
organization has established its self as an eco-friendly organization this made Coco Cola made
people aware about less usage of carbon footprints and made then learn waste management by
developing concept of reduce, reuse and recycle. The SWOT analysis is used making an
organization like Coco Cola understand about strengths which helps in developing proper plans
through which organization structure is improved . Then weakness and threats is analysed
making an organization focus over implementation of plan with organization
strategies(Gholizadeh Manghutay, Borlini, 2018.). This made opportunities formed for new
strategies implemented in proper way. In order to develop more effective marketing strategies
Poter's Five Force model is used which makes organization like Coco Cola understand about
competitive rivals, potential new market entrants, suppliers, customers, and substitute products
influence a company's profitability. The model has made potential threats analysed for an
organization like Coco Cola deal over barriers existing for new entry within market. Since
Nigeria is poor country within which due to cost advantage Coco Cola was able to establish
itself. Then Threats of substitute Product is understood by Coco Cola as it understood its
potential competitors better which made Coco Cola develop its product and helps in staying
ahead of its competitors. It made bargaining power of supplier understood in a way that, it has
helped Coco Cola arrange raw materials at low price making production increase and quality of
product improved this made suppliers gain interest in supply the product of Coco Coal within

Nigerian market. It helped in making effective strategies in relation to supply chain making over
all growth of organization possible. In this bargaining power of buyers is understood that helps in
arranging logistics in right time for completing task within right time for an organization. It lead
upon making coco cola distribution process improved in faster and better manner with cost
savings. This made organization understand behaviour of buyers. Further coco cola developed
information about rivals making organization develop positive approach towards competitions
existing within Nigerian market. This made organization like Coco Cola develop strategies as per
the market which made profit and revenue generated in proper manner. Through such plan of
action helped coco cola in creating impact upon forces of market leading over organizations
extension possible in right direction(Giubboni, 2018.).
Through marketing mix Coco cola is able to achieve its organizational goals in more
effective manner which made promotion of product possible for Coco Cola. Since this is based
over action plans that made important strategy developed by Coco Cola to start business
operations in Nigeria so as to advertise their product in Nigerian market, it conducts marketing
mix analyses in their organisation and the brief discussion in relation to different factors of
marketing mix that are Product tactics this factor is concerned with actual product which
company sells in market. Product of a company should satisfy the needs of a consumer and it
contains different features. Coco cola generally offers beverages in most countries of world and
It also offers their soft drinks in Nigerian market. It has made organization develop itself within
the market of Nigeria. Then comes price under this an organization like Coco Cola setted price
as its product classification which made product become more popular within the market of
Nigeria. Place this is another important factor as Nigeria is an poor country so cost included in
establishing an organization is less due to cheap price of land, better equipments at low cost and
also gets labour easily. In the end promotion is used which makes Coco cola attain goodwill
within market through increasing its customers. Further Coco Cola made promotion in order to
make product expansion possible making organization goals and objective achieved with more
effectiveness. Such mix has caused benefit for an organizations growth by making Coco cola
develop its policies by keeping in mind Nigeria's market. Perceived value to customers this is
done with the help of promotional strategies which makes organization like Coco Cola help in
making organization attract customers in more effective way through making product cover
market area. In this main emphasis is paid on advertising, sales promotion, technological change,

personal selling, public relation that makes organization like Coco cola enhance its products and
services within market. This makes an organization promote its product and services essential for
an organization. Therefore, advertising is act of keeping the consumers or user of a product
inform about the existence and relevance of a product compare to others. The firm has to launch
tactical and special method to bring consumers into notice about the existence of her product and
why consumer must buy her products. The main aim behind promotion of product is to make
people know about the product. As only after knowing about the product they consider
purchasing. Since there are some many companies & brands competing to sell their products to
the same set of customers, advertising & promotion are important tools to ensure each brand is
differentiated & identified. In order to make its promotion done in correct manner advertising of
Coca Cola for this reason only Coca Cola developed popular saying “when you drink don’t
drive, drink Coca Cola” this remind us to do something(Hiller and Shackelford, 2018.).
It has helped in making Nigerian people get to know about the product which made
popularity of coco cola increased in more effective through making product relevancy developed
within an organization helping in attracting customers in more effective way. Also coco cola
used innovative tactics which made launch of its product a big success within country like
Nigeria. It also helped in targeting more and more customers form various segments which made
Coco Cola become more strong within the market of Nigeria. Also with the help of advertising
its product and services of Coco Cola was able to develop product based which made Nigerian
market occupied in more impactful manner. In order to make its product reach to customers
social media and digital media is used which made product reach to doorsteps of
customers(Holloway and et. al., 2017). Further through advertising business of coco cola also
expanded all over Nigeria. In relation to advertisement Coco cola has used innovative ideas
which made organization attract more and more customers within Nigeria. This made market of
Nigeria improved It can be analysed that Coco Cola has developed itself upon large scale within
the market of Nigeria. This has been possible through various kinds of models that has made
marketing strategies developed by organization leading towards making product expansion
possible as per the marketing criteria or situations. Further limelight has been thrown over those
aspects which makes helping in making Coco Cola achieve goals and objectives with an positive
approach. In this an organization like Coco Cola also used marketing mix in which price,
product, place and promotion this made organization develop its product within market.

CONCLUSION
From the above discussion it can be concluded that marketing management is the process
by an organization is able to develop making product established within market. Further
marketing management makes organization develop in right direction. Further in this essay role
of marketing in achievement of organizational strategies is covered in relation to case study give
in order to justify PESTLE and SWOT is given with Poter's five force. Then in the essay
marketing mix is explained in relation to impact of planning, formulation and implementation of
effective marketing strategies for the growth of Coca-Cola in Nigeria. In the end customer value
is told.

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