Marketing Opportunities Analysis: Coca-Cola Amatil Report

This report analyzes three key marketing opportunities for Coca-Cola Amatil: providing quality goods, building a strong brand image through timely product delivery, and refocusing on its core business model. The report evaluates each opportunity based on its potential impact on growth, sales, and market share, considering factors like resource requirements, return on investment, and potential competitors. The analysis considers changing economic and technical factors, as well as legal risks. The report concludes that refocusing on the core business model is the most viable opportunity, followed by providing quality goods. Building an outstanding image through timely delivery is deemed the least viable option. The report provides a comprehensive overview of Coca-Cola Amatil's marketing strategies and challenges.

Running head: Identify and evaluate marketing opportunities
Identify and Evaluate Marketing Opportunities

Identify and evaluate marketing opportunities 1
Contents
Three marketing opportunities for Coca –Cola Amatil...............................................................................2
Providing quality goods in order to stay competitive in the market........................................................2
Building an outstanding image amongst its consumers timely delivery of products............................3
Refocusing on its core business model....................................................................................................5
References...................................................................................................................................................7

Identify and evaluate marketing opportunities 2
Three marketing opportunities for Coca –Cola Amatil
Providing quality goods in order to stay competitive in the market
The objective of the company is to flourish its business consistently along with achieving the
satisfaction of its consumers Coca –Cola Amatil does not have any specified consumers in
general but it mostly caters to its consumers aged between 12-30 years.
By providing quality products to its consumers in order to stay competitive in the market, the
company can remain committed to its consumers (Sharp, 2016).
The Effects of this marketing opportunity on growth, sales and market share would be an
increase in the sales to $ 350 Million by providing quality goods to its consumers.
The resources include extra machinery, plants along with staff for assuring safety and hygiene at
the manufacturing sites.
The return on investment would be around 18% against its weighted average cost of capital
amounting to 3.27%.
The potential competitors are Nudie Foods Australia, Kirks, Bundaberg, Saxbys and Heinz.

Identify and evaluate marketing opportunities 3
The changing economic factors would impact the sales of the company. With the rise in the
production and labor costs, the company has to reschedule its budget for providing quality
products. The technical factors are an investment in equipment required for processing of water
and packing (Gillespie and Riddle, 2015).
The company has been facing litigations regarding harms posed to the health of its consumers. It
has been claimed that it is using deceptive vitamin water would make its consumers obese.

Identify and evaluate marketing opportunities 4
Building an outstanding image amongst its consumers timely delivery of products
The objective is to timely deliver a portfolio of quality beverages to its consumers in order to
satisfy their needs. It has expanded its market by including energy drinks, water and sports drink
in its portfolio. So the target consumers are middle-aged people along with the youth.
The company would be benefitted by this opportunity through improving its supply chain
collaboration so that it can provide a superior selection of beverages to its each and every
consumer (The Coca-Cola Company, 2018a).
The effects of this marketing opportunity on growth, sales and market share would be an increase
in its revenue to 60.02 Billion by 2022 through improving its supply chain system.
The company would be requiring extra staff and supply chain agents for timely delivery of its
products to consumers.
It has been estimated that the company shall expect revenue growth of 4% against its weighted
average cost of capital of 4.32%.

Identify and evaluate marketing opportunities 5
The topmost competitors are Pepsi, Red Bull, Diet Coke, Fanta and Sprite.
The company is planning to launch ‘Project Genesys' which would computerize its supply chain
processes which would help the company to bridge the demand-supply gap. The supply chain
management system of Coca –Cola would consider the changes in direct and indirect costs by
internalizing all the externalities.
The legal risks of the business opportunity would be a violation of the code of conduct by its
supply chain agents.

Identify and evaluate marketing opportunities 6
Refocusing on its core business model
The objective is to create a system of independent bottling partners along with creating value for
the restaurant and retail consumers. Its consumers include the health-conscious consumers along
with the youth who enjoy its traditional products.
The operations of the company would become more efficient and speedy by optimizing its
distribution and manufacturing systems (The Coca-Cola Company, 2018b).
The effects of this marketing opportunity on growth, sales and market share would be an increase
in the market share of Coca –Cola by 25% in Australia.
The company would require extra funds for arranging franchising arrangements with the bottlers.
The return on investment is estimated to be 20% with a WACC of 7.2%.
The potential competitors include Gatorade, Diet Coke, etc.
The technical factors involved are creating IT support for assisting the bottling franchises for
driving growth and returns to the company. The changes in micro to macro-economic factors like
lack of funds or assets create challenges for the company (The Coca-Cola Company, 2018c).

Identify and evaluate marketing opportunities 7
The violation of the code of conduct by the bottlers creates risk for the company. The risks
would be a lack of water and resources for continuing the operations of the company.
Thus, the most viable marketing opportunity would be refocusing on its core business model as it
has a return on investment of 20% with a WACC of 7.2%. It would be followed by providing
quality goods to its consumers in order to stay competitive in the market as a viable opportunity
as it has a return on investment of 18% with 3.2% WACC .The least viable opportunity would be
building an outstanding image amongst its consumer’s timely delivery of products as it has a
return on investment of 4% with 4.32% WACC.

Identify and evaluate marketing opportunities 8
References
Gillespie, K. and Riddle, L.( 2015) Global marketing. UK: Routledge. Pp. 1-10.
Sharp, B.( 2016) How brands grow. UK: Oxford University Press. Pp. 1-15.
The Coca-Cola Company(2018a) Interactive -- Coca-Cola System and Value Chain[online].
Available from: https://www.coca-colacompany.com/stories/coca-cola-system-and-value-chain
[Accessed 21st June 2019].
The Coca-Cola Company(2018b) Supplier Requirements [online]. Available from:
https://www.coca-colacompany.com/our-company/suppliers/supplier-requirements [Accessed
21st June 2019].
The Coca-Cola Company(2018c) The Coca-Cola System [online]. Available from:
https://www.coca-colacompany.com/our-company/the-coca-cola-system [Accessed 21st June
2019].