University Marketing Analysis Report: Coca Cola Malaysia

This report provides a detailed marketing analysis of Coca Cola Malaysia, examining its product portfolio and business strategies. It begins with a brief history of the Coca Cola Company and its presence in Malaysia, followed by an overview of its major products, including Coca Cola, Sprite, and Fanta, as well as other brands like Schweppes and Minute Maid. The core of the analysis focuses on the application of the BCG matrix to Coca Cola Malaysia's product portfolio. The report categorizes products into Cash Cows (Coca Cola), Stars (bottled water), Question Marks (Minute Maid), and Dogs (Glaceau Vitamin Water), offering insights into their market positions and contributions to the company's revenue. The analysis references academic sources to support its findings and provide a comprehensive understanding of Coca Cola Malaysia's marketing landscape.

Running head: MARKETING ANALYSIS OF COCA COLA MALAYSIA
MARKETING ANALYSIS OF COCA COLA MALAYSIA
Name of the Student
Name of the University
Author Note

1MARKETING ANALYSIS OF COCA COLA MALAYSIA
Table of Contents
1. Introduction..................................................................................................................................2
2. Company......................................................................................................................................2
i. Short history.............................................................................................................................2
ii. Products...................................................................................................................................2
3. BCG matrix..................................................................................................................................3
References........................................................................................................................................4

2MARKETING ANALYSIS OF COCA COLA MALAYSIA
1. Introduction
Product portfolio is considered to be collection of different services or products that are
offered by an organization. The study of product portfolio is able to provide a detailed view of
the growth prospects of an organization, income based contributions, operational risk, market
leadership. The company that has been taken into consideration for examination in the report is
Coca Cola Malaysia. The product portfolio of Coca Cola Malaysia will be discussed in detail
(Rubera, Chandrasekaran and Ordanini 2016).
2. Company
i. Short history
The Coca Cola Company is a global corporation of American origin that manufactures
non-alcoholic beverages, syrups and concentrates. The firm is mainly known for the flagship
product Coca Cola that had been invented in the year 1886 by the pharmacist John Stith
Pemberton in Atlanta, Georgia. The products of the Coca Cola Company are also offered to the
customers in different countries of the world including Malaysia (Coca-cola.com.my 2020).
ii. Products
Coca Cola, Sprite and Fanta are the major products that are a part of the product portfolio
of the organization that amount to around 40% of the sales. On the other hand, Schweppes,
Minute Maid, Minute Maid Refresh provide 30% of the total sales. The rest of the products
including Dasani, Glaceau Vitaminwater, A&W, Heaven and Earth, Minute Maid Qoo and Nutri
Boost provide 30% of the total amount of revenues that have been earned by the Coca Cola
Company (Coca-cola.com.my 2020).

3MARKETING ANALYSIS OF COCA COLA MALAYSIA
3. BCG matrix
Coca Cola is large scale based organization that operates in beverage industry for more
than 100 years. The company has offered different products to more than 200 countries in the
world. The BCG matrix can be used for the purpose analyzing the revenues provided by different
units of the organizations (Rubera, Chandrasekaran and Ordanini 2016).
Cash Cows – Cash cows are the business products that can be considered to be a major
source of income for the business entity. Coca Cola is considered to be the cash cow for the Coca
Cola Company as the product is offered to consumers in 200 countries including Malaysia. A
large part of the sales of Coca Cola Malaysia is gained from the sales of Coca Cola.
Stars – Stars are those business units that have gained high share in the market in
comparison to the other products. The bottled water that is provided by Coca Cola Malaysia is
considered to be a part of the Star category (Mansilha, Tedim and Maia 2016).
Question marks – The products that do not have a bright future and are considered to be
profitable by the organization are a part of the Question Mark category. Minute maid is a major
example of such a product that is considered to be a question mark for an organization like the
Coca Cola Company. The future growth prospects of the product are quite low in comparison to
the other products that are a part of the portfolio.
Dogs – The products that are a part of Dog category have gained maturity and have low
future growth chances. Glaceau Vitamin Water is a brand of the Coca Cola Company that is a
part of the Dog category of BCG matrix (Chiu and Lin 2019).

4MARKETING ANALYSIS OF COCA COLA MALAYSIA
References
Chiu, C.C. and Lin, K.S., 2019, July. Rule-Based BCG Matrix for Product Portfolio Analysis.
In International Conference on Software Engineering, Artificial Intelligence, Networking and
Parallel/Distributed Computing (pp. 17-32). Springer, Cham.
Coca-cola.com.my 2020. Brands. [online] Coca-cola.com.my. Available at: https://www.coca-
cola.com.my/brands [Accessed 2 Feb. 2020].
Mansilha, C., Tedim, A.R. and Maia, C., 2016, June. Insights for Innovation: Combining Patent
Pools and Product Portfolio Analysis. In ISPIM Innovation Symposium (p. 1). The International
Society for Professional Innovation Management (ISPIM).
Rubera, G., Chandrasekaran, D. and Ordanini, A., 2016. Open innovation, product portfolio
innovativeness and firm performance: the dual role of new product development
capabilities. Journal of the Academy of Marketing Science, 44(2), pp.166-184.