Comprehensive Marketing Report: 7Ps, SWOT, Ansoff, Coca-Cola

This report provides a comprehensive overview of marketing principles and strategies, focusing on the application of the 7Ps of marketing, SWOT analysis, and Ansoff's growth matrix. It highlights the importance of marketing in achieving a competitive advantage, using Coca-Cola as a case study to illustrate these concepts. The report also explores the role of digital marketing in enhancing a company's growth and performance, emphasizing the benefits of technology in streamlining marketing operations and reaching a global customer base. The analysis underscores the necessity for companies to develop precise marketing strategies and leverage digital tools to maintain a competitive edge in today's dynamic business environment. Desklib offers similar solved assignments and past papers for students.

Introduction to
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
A brief overview of marketing...............................................................................................4
Marketing mix........................................................................................................................4
Explanation of 7Ps of marketing and considerations by a company while implementing 7Ps .4
TASK 2............................................................................................................................................5
The way business can use marketing to remain competitive in the marketplace with the
application of SWOT..............................................................................................................5
TASK 3 ...........................................................................................................................................7
Ansoff's growth matrix and its application in organisational growth...................................7
TASK 4............................................................................................................................................7
Application of digital marketing to develop company's growth and performance................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an important economic business activity which is responsible for increasing
sales of a business entity. Marketing performs various functions which are related to performing
business functions related to advertisement and publicity of a product to gain competitive
advantage (Boyd, 2019). In this project marketing and its various dimensions are explained in a
precise manner. This report includes application of the main and important 7Ps of marketing
which are essential for business growth. This project also includes SWOT and Ansoff analysis in
order to briefly perform specific marketing activities. In this report example of Coca-cola
company is taken into consideration which is a multinational soft drink company. The
company was founded in the year 1892 and is headquartered at Georgia, United States.
Illustration 1: Coca Cola Brand Logo, 2021

TASK 1
A brief overview of marketing
In corporate world marketing is considered as a backbone of a business organisation
which is helpful in development of a business entity by increasing sales and revenue. Marketing
is major function of a business which includes the total selling procedure of a product. It is also
important for a business to develop and formulate an effective marketing mix which is essential
for growth and development of the company (Brei, 2020). Marketing includes several activities
and functions that are essential for growth and development of whole business activity by
increasing its sales. In the recent times due to stiff competition between different companies the
importance of marketing is increasing day by day.
Marketing mix
The marketing mix is a necessary function of marketing department of a company which
is helpful in promoting a product at the marketplace. It is important for an organisation to focus
on marketing mix for the prosperous growth of business. Coca Cola focuses on marketing
department in a major sense for selling its products in different countries. In marketing mix the
whole preparation of marketing plan is on the basis of various elements that are important for
business development. Marketing mix consists of four major marketing elements that are Price,
Place, Promotion and product. Coca Cola focus on all these elements in a precise manner for
selling different products at the marketplace.
Explanation of 7Ps of marketing and considerations by a company while implementing 7Ps
In the functioning of a business organisation there is a crucial role played by 7Ps of
marketing. The 7Ps of marketing in context of Coca Cola are explained below:
 Product- The product is considered as the physical output which is produced by the
company in order to sell it at the marketplace. It is important for a company to develop
and produce quality product for selling it at the marketplace (Foltean, 2019). Coca cola
manufactures soft drinks which is an effective product at the marketplace and is produced
with effective quality.

 Price- Price is considered as the final value of product which is decided by the top level
management of a company. The company should formulate effective price of products
and services in order to increase sales of the product.
 Place- The place is considered as geographical location which is used to sell product at
the marketplace. The customers are identified by the business organisation in a precise
manner and the suitable place is selected by Coca Cola to sell products and services.
 People- These are the human resource power and employees who are related to the
company in a systematic manner (Gurrieri, 2020). In the organisation there is a
significant human resource power which helps the company to perform marketing
operations. This includes everyone who is involved in the product or service whether
directly or indirectly.
 Promotion- The promotion is considered as the way to promote a product through
effective advertisement and campaign. In a business organisation it is the role of
marketing department to promote a specific product for business development.
 Processes- In marketing mix process is defined as the delivering final products and
services to the customers. The process contains various stages and phases that are
important for manufacturing and selling a product.
 Physical evidence- The physical evidence comprises of various elements that are
incorporated into a service to make it tangible and somewhat measurable.
TASK 2
The way business can use marketing to remain competitive in the marketplace with the
application of SWOT
In analysing internal and external environment of a business it is important to perform
SWOT analysis in order to gain business growth. The SWOT analysis is performed by Coca
Cola to remain strong in the market. SWOT analysis of Coca Cola is mentioned below:
 Strengths- In the functioning of a business there are various strengths which helps a
business firm to gain competitive advantage (Iyer, 2017). Quality maintenance of the
product is the major strength of Coca Cola company.
 Weakness- The major weakness of Coca cola is its supply chain management which is
responsible for delivering goods across the countries. Top level management of Coca

cola has hired a professional logistics management in order to manage distribution of
products precisely.
 Opportunities- Expansion in the global market is a a type of major opportunity which is
available to Coca Cola. The company can expand in global market with ease and comfort
for business development and growth.
 Threats- Coca cola is having threat from its major competitors that are present at the
marketplace (Kadekova, 2018). It is important for the company to develop precise
strategy which is helpful in expanding operations in the market.
Illustration 2: SWOT Analysis, 2021

TASK 3
Ansoff's growth matrix and its application in organisational growth
The Ansoff growth matrix is an effective medium of developing the product at the
marketplace with maximum growth. The Ansoff matrix is used for the development and growth
of the company in a short period of time. The four major elements of Ansoff growth matrix are
explained below:
 Market penetration- This is considered as one of the major step which is used in
increasing sales of existing product in the market which is existing. The market and
product are both ready in the case as it helps in delivering right product at the right
market.
 Product development- This stage includes the launching of a product in current market
which is beneficial in increasing sales for the company.
 Market development- In the Ansoff matrix it is the most crucial stage which focuses on
introducing existing product in the new market (Khokhar, 2019). This approach requires
huge efforts by the marketing management which includes the development of whole
market in a systematic manner.
 Diversification- The diversification is totally a different approach in the Ansoff matrix
which includes introduction of new products in a completely new market area.
Diversification also demand for effective production of the products and services in the
company which also require huge efforts by top level and marketing management
(Kilbourne, 2020).
TASK 4
Application of digital marketing to develop company's growth and performance
The digital marketing is considered as a major revolution in the field of marketing which
includes the use and assistance of information and technology. In the competitive world most of
the successful international and national companies develop digital marketing related operations
for growth of the business (Kwak, 2018). Coca cola uses the digital marketing techniques in a
precise manner with the use of advance computer systems and software. It is easy for a business

firm to use digital marketing as it is facilitated by technology and also makes it is easier for a
business entity to perform marketing operations in an accurate manner.
The application of digital marketing for Coca cola company is given below:
 It helps the marketing management staff to perform operations in a quick manner
(Mullins, 2019).
 The application of digital marketing is helpful in increasing effectiveness and
efficiency of a business (Peter, 2021).
 Digital marketing helps a company to reach customers throughout the globe in a
quick manner (Prasad, 2019).
 Digital marketing eases the operations and functions of marketing management and
simplify the whole (Terech, 2018).
Illustration 3: Elements of digital marketing, 2021

CONCLUSION
From the above stated report it can be concluded that marketing plays an important role
by increasing sales and revenue of the company. This project concludes that it is essential for a
company to conduct Ansoff matrix and SWOT analysis in order gain knowledge of external and
internal environment. In the era of stiff competition between different companies it is essential
for a company to use information and technology for conducting digital marketing related
operations. This project also concludes that it is compulsory for a business organisation to
develop precise business strategy in marketing operations in order to develop marketing
functions in a precise manner.

REFERENCES
Books and Journals
Boyd, D.E. and Koles, B., 2019. An introduction to the special issue “virtual reality in
marketing”: definition, theory and practice.
Brei, V.A., 2020. Machine Learning in Marketing: Overview, Learning Strategies, Applications,
and Future Developments. Foundations and Trends® in Marketing, 14(3), pp.173-236.
Foltean, F.S., 2019. Bridging marketing theory-practice gap to enhance firm performance:
Introduction to the special issue. Journal of Business Research, 104, pp.520-528.
Gurrieri, L., Previte, J. and Prothero, A., 2020. Hidden in plain sight: Building visibility for
critical gender perspectives exploring markets, marketing and society.
Iyer, E.S. and Reczek, R.W., 2017. The intersection of sustainability, marketing, and public
policy: introduction to the special section on sustainability. Journal of Public Policy &
Marketing, 36(2), pp.246-254.
Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon
creating a new frontier of virtual opportunities. Communication Today, 9(2).
Khokhar, P., 2019. Evolution Of Artificial Intelligence In Marketing, Comparison With
Traditional Marketing. Our Heritage, 67(5), pp.375-389.
Kilbourne, W.E. and Thyroff, A., 2020. STIRPAT for marketing: an introduction, expansion,
and suggestions for future use. Journal of Business Research, 108, pp.351-361.
Kwak, D.H., Lee, J.S. and Chan-Olmsted, S., 2018. Athlete scandals and endorsement
marketing: Research trends and introduction to topics. Journal of global sport management, 3(2),
pp.99-106.
Mullins, R.R. and Panagopoulos, N.G., 2019. Understanding the theory and practice of team
selling: An introduction to the special section and recommendations on advancing sales team
research. Industrial Marketing Management, 77, pp.1-3.
Peter, M.K. and Dalla Vecchia, M., 2021. The Digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New Trends in Business
Information Systems and Technology, pp.251-265.
Prasad, P. and Saigal, P., 2019. Social media marketing: Tools and techniques. In Application of
gaming in new media marketing (pp. 202-214). IGI Global.
Terech, A., 2018. An introduction to marketing and branding. Generations, 42(1), pp.45-49.