Marketing Essentials Report: Analysis of Coco-cola Marketing Plan

This report provides a comprehensive analysis of marketing essentials, using Coca-Cola as a case study. It begins with an introduction to marketing functions, emphasizing the interrelationships between marketing and other functional units within an organization. The report then critically evaluates the roles and responsibilities of the marketing function within Coca-Cola's marketing environment, considering both internal and external factors. A significant portion of the report is dedicated to producing and evaluating a basic marketing plan for Coca-Cola, covering aspects like market planning, pricing, and product distribution. The report concludes with an evaluation of the marketing plan and a summary of the key findings, providing insights into effective marketing strategies and their practical application within a global business context. The report also covers the importance of vision, value, and culture in the marketing environment.

Marketing
essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Critically analyse key elements of marketing function and the importance of
interrelationships between marketing and other functional units...........................................3
Task 2...............................................................................................................................................7
Critically evaluate roles and responsibilities of the marketing function in the context of
marketing environment of your chosen organisation.............................................................7
TASK 3..........................................................................................................................................10
Produce and evaluate a basic marketing plan for chosen organisation named as Coco-cola10
Evaluation......................................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCE.................................................................................................................................16
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INTRODUCTION
Marketing is a business action for promoting and selling of products and services by
performance that goes your functions like marketing research advertising. Present report is based
on discussion of different types of marketing functions along with the importance of
interrelationship between other functional units of organization. Further there is critical
evaluation of the roles and responsibilities of marketing environment and there is development of
a coherent marketing plan.
Task 1
Critically analyse key elements of marketing function and the importance of interrelationships
between marketing and other functional units
Marketing functions are the mechanism and the tools that are allowing organizations for canning
on their functions and strategies according to the suitable marketing structure. Organization is
having a competitive Advantage based on high-quality products and services the most important
marketing function is the basis for product development and creation of contact with customers.
Marketing functions are divided according to the controlling and specialist that have to be
focused on Communications and participation of the team (Morgan and et. al 2019). Presently
with the context of Coca-Cola there are certain marketing functions that are mentioned below
and have to be specifically performed by the marketing department of Coca-Cola:
Market planning: Marketing planning is related to planning all the specific functions that will
be performed in the context of marketing department (Bhatia and Srivastava, 2018). There are
certain key components that are part of the marketing plan and have to be specifically discussed
by the marketing managers of Coca-Cola. The mechanism consists of selection of appropriate
distribution strategy, pricing strategy for the planning of the research criteria that is the collection
of information will be based on use of proper mechanism. There can be use of primary or
secondary media for the purpose of collecting the information.
Pricing: Pricing strategy is one of the most crucial decisions for the business taxes at it consists
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of the prices of the products are to be set. Prices are determined according to the way it is
covering all the cause and delivering reasonable profit margins and there is also a sweet spot for
all the customers where they are willing to pay the value that they perceive from the particular
product offered by the organization. For the purpose of setting the right prices they have to
imagine of the image of crisis of business according to the nature of customers from the target
market have been established. There has to be covering of the production operational cost and
the specific profit margins that are very crucial for the purpose of business survival.
Product distribution: Distribution is activity that is part of selling and delivering of products
and services from the manufacturer to final customer as organizations have become and Global
there is need to select the most appropriate distribution Channel (Lim, Chalmers and Hanlon,
2018). According to the length and the suitability of distribution Channel there are different
levels and elements that are part of distribution channels in organizations. There are certain
elements that are part of distribution Management in case of Coca-Cola:
1) Packaging: In this there is adequate packaging of the product so that it is transported safely.
2) Inventory management: In this element are maintaining of a degree in windy level that is very
crucial for the purpose of distribution.
3) Order processing: And no Idols come from a customer distribution management has to be
planned for the delivery. It consists of collecting the stork loading it and then for the delivering it
according to the specified time.
4) Logistic: Mode of transportation is very crucial and that has to be considered if there is
requirement of overseas shipping than there has to be a agreement for permitting the approval.
Functions of handling and loading have to be decided according to the available equipment on
site.
5) Communication: It is necessary that there is clear communication both on and off-site of the
Distribution Centre so that they are correct products that are shipped. If there is a delay in
shipment then management has to make flower notification to all interested parties.
Of Coca-Cola there is use of direct distribution channels.
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Coca-Cola has announced different plants in the year 2015 they have changed their marketing
strategy for one brand instead of marketing for coke varieties. The aim is to encourage the
Britain to given out the First Market where there is half of the states because of the introduction
of low and reduced calorie products (Martinez, and Ferreira, 2019) (Yuan and et.al 2020). With
the years Coca-Cola has focused on development of innovation with distinct and separate
identities. Marketing strategy have focused on offering of choices to people with great flavour
sugar caffeine content that is providing a great Coke taste.
Large organizations that are different specific functions that is to be performed by business
organizations. Each department has to carry a specific that is related to the particular area. Main
objective of the functional areas is to ensure that all the business activities are carried out
effectively.
Finance: Finance function is related to analyzing the expected finances that are part of the
different business functions. A distribution of specific project and according to that there has to
be a location of the available Financial Resources in every organization (Mothersbaugh.,
Hawkin, and Kleiser, 2019). In Coca-Cola there is an interrelationship that is present between
both the finance and the marketing department in such a way that the finance department has to
provide all the required resources for the functioning of marketing department. Finance is one of
the crucial activities that is related to analyzing the way customers can be attracted and products
can be promoted in the target market. For the purpose of performing different marketing
functions such as collecting of information analyzing and development of marketing strategies
there is requirement of financial resources that is provided by the financial department in such a
way there is interrelationships tablets between the finance and marketing department of coca
cola.
Production: The production department has to stay Target related to the quality and the planning
production schedules have to be met. The marketing department of Coca-Cola is collecting the
required information from the market by analyzing the future sales. For the purpose of
understanding and forecasting of customer requirements there are information that is sent to the
production department so that there is no pile up in inventory. It also leads to managing
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efficiently all the available resources in the organization by understanding the customer
requirements and then according to that there is further planning of production quantities.
Human resource: Human resource department has to make plans related to the requirement of
staff and human resources in the organization. In the marketing department there is a government
of talented personal who can make a contribution towards the organization according to the
specified performance targets. For this purpose disc has to be specific job specifications and job
descriptions that have to be prepared in advance in order to analyze the specific requirements of
the individual personal for the marketing department (Alqahtani and Gupta, 2017). There has to
be communication of the key skills that are to be present in the individual so that there is hiring
of employees according to the specific requirements of marketing.
Sales function: This is one of the crucial functions for every business organization because date
is requirement to ensure that there are noises achieved in the organization in order to ensure that
there is higher Revenue. Marketing and sales function is having interrelationship because the job
of sales staff varies depending according to the type of Industry. Marketing department has to
make the appropriate claims while they are promoting the products and sales department has to
ensure that all such claims are to be met by performing the function of sales promotions
responding to customer queries selling the product and services to customers, preparation of
quotations negotiation of discount, providing of technical advice on keeping of required
customer records.
Advantages of Interrelationships:
There are different organization functions in Department include sales and marketing human
resource production Finance research and development Each department has to work towards
achievement of organizational objectives and interrelationships of all the functions are relying on
the basis of dependency and organizations (Shahijan, Rezaei and Amin, 2018). Relationship of
all such functions is depending on the organization structure. The presence of Interrelationships
is very crucial for having a coordinated environment in the organization. It leads to avoiding any
type of duplication of functions and there is efficient utilization of the available limited resources
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and organization. So what are you listen should between organization function is connected with
the organization structure and the organization objectives. In case of Coca-Cola the functional
structure is one of the most common of the three organization structure that helps in grouping of
employees according to the specific activities. Marketing department is one of the departments
that is having a relationship with each of the specific Department. It leads to higher
specialization operational speed and one of the necessary advantages for Coca-Cola is that there
is operational clarity that is present because of such interrelationship among departments.
Disadvantage of Interrelationships:
There are sometimes territorial disputes because organizations functional loss related to failure of
functional groups that are cooperating with each other. These disputes can arise because of this
agreement with the common goals budgetary competition and high number of issues. It is no
proper segregation as employees are specializing in specific work areas but they sometimes
become and they are not able to meet the shared perspectives with each other that are harmful for
Coca-Cola progress in Long Run (Lagatand Frankwick, 2017). Sometimes when organizations
are sharing a common purpose there is affecting the world employee performance and morale as
there is no proper prediction of the way function has to be performing the specific functions.
Task 2
Critically evaluate roles and responsibilities of the marketing function in the context of
marketing environment of your chosen organisation.
Market environment:
Marketing environment consists of the internal factors and the external factors. Internal factors
consist of employees shareholders retailers customers distributor lyrics As benefactors consists
of the political social legal technology for economic scenario that the surrounding a business and
for the influencing the marketing operations.
Internal environment:
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Internal marketing environment consists of the factors that are part of organization and affecting
overall business operations. These functions include the overall Vision value culture purpose
objective of organization.
Vision: Vision statement is serving the framework of roadmap and guiding the each aspect of
Business by describing the need of accomplishment. The main vision of Coca cola is to create a
great place to work for people and a portfolio of best Quality Beverage Brands according to
satisfaction of the customers. They are working towards development of long-term return to their
shareholders by having a highly effective and fast-moving organization.
Value: Value of Coca cola is serving as a compass what actions and describing the way of
behaving. The value statement of Coca-Cola is based on leadership collaboration high integrity
passion of high commitment diversity and inclusive culture in the organization. There is
emphasis on customer needs so that there can be a focus of execution according to the respective
demands of customers.
Culture: The culture of Coca-Cola is to create an inclusive workplace that based on seven core
values. The main focus is on inclusion and diversity so that there are business relations and
counsellors helping to create an inclusive environment focus on four strategies Imperative that is
CARE creates, articulate, regulate and evaluate.
Micro environment: In context of an organization's Market environment consists of elements
such as supplier’s, customer’s, competitor’s, government that are affecting the organization in a
broad perspective:
Customers: Coca-Cola has used a demographic segmentation where the market is divided
according to the growths on basis of variables such as family life cycle is education, religion,
race, generation, nationality and social class. According to segmentation there is formation of
future marketing strategies.
Suppliers: Suppliers for Coca-Cola are the ones who are supplying the necessary requirement of
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raw materials for the production of final products. The marketing function is influenced by
supplies in there is a claim made that although drawing ideas that are part of final product in
Coca-Cola consist of high-quality and from well-known brands. For instance some of the
supplier of Coca-Cola includes Alico Inc, Archer Daniels Midland Corporation and advansix inc.
Competitors: Marketing department has to critically analyze the strategies that are adopted by
other competitor Brands. The Coca-Cola competitors consists of Tropicana products popsicle
Red Bull monster beverage Britvic (Nurcholis, 2018). The marketing department has to make a
detailed evaluation of the strategies that are providing a Competitive Edge to competitors so that
there can be for the formulation of strategies according to the competitor’s evaluation.
Macro analysis of coca cola:
Political: There are certain government equations that are part of the political factors affecting
the marketing strategy of Coca-Cola. There is requirement to follow all the regulations related to
accounting taxes internal marketing and the changes that are taking place in labour laws. In the
present scenario there has to be meeting of the regulations that are developed by government and
especially in the present scenario of covid-19 there are increase regulations related to the
adherence of safety measures for organizations.
Economic factors: Economic factors are related to the economy of a country. In case of Coca-
Cola in which country is having a respective culture custom taste and desired According to
which there has to be proper modifications. In the present year 2020 because of the Covid
outbreak and lockdown situations there has been a slow economic growth in countries. There has
been a reduction in the purchasing power of people because of losing of jobs hire and
employment that has lead to impact on the reduction of personal disposable income (Richardson,
Choong and Parker, 2016). So there is a requirement for the marketing efforts by coca cola to
attract people by way of high amount of offers discount so that they are able to manage their
expenses.
Social: Social factors are part of the changing preferences of people of society according to the
culture. In Japan Coca-Cola has been able to create 30 different flavours for appealing the
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Japanese consumers. Coca cola did the same thing by anticipating the shifting preferences of
people towards healthy to drink Coca-Cola is responding to such needs by creation of a product
like diet coke.
Technological: Coca-Cola is able to adopt the latest technology by having fine machineries.
They have used latest technology balancing of camping such as putting together names of people
on bottles that just customers lined up to take photos of bottle with the name (Arab, 2018). It lead
to a campaign that ran on social media on Facebook, Instagram provided a social proof. This is
the way latest technology can be adopted for the purpose of marketing activities.
From the above discuss macro environment factors it can be summarized that each factor is
having an opportunity and threat marketing department has to analyze such opportunities and
then convert them to create a competitive advantage for coca cola.
TASK 3
Produce and evaluate a basic marketing plan for chosen organisation named as Coco-cola
The marketing plan is determined as operational document as well as blueprint
maintained for marketing and also for advertising tactics of business organisation that are
required to be executed by functions and activities of marketing by performing motive or
purpose of creating leads in respect of targeted audience during particular phase of time period.
Executive summary
The marketing plan required to be assessed in order to maintain it an appropriate manner.
This plan is only prepared for organisation in order to assess segment related to target market,
organising campaign and other promotional technique which provide value to its goods and
services during particular phase of time period. In addition to this, there are various measures
which is used for analysing effectiveness as well as efficiency of efforts or contribution which is
made in context of marketing. Furthermore, the marketing plan is maintained for company
named as Coca-Cola that is focuses on describing, providing guidance, directing and controlling
that is needed and necessary action which is taken during particular phase of time period (Baker
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and Magnini, 2016). The market plan in relation to Coca-Cola signifies various kinds of element
as well as tool which are going to be mentioned below:
Company Overview/Situation analysis
Coca-Cola is determined as a well known company which was founded in the year of
1886. There are different kinds of product such as Pepsi, Kola real and many more that is
provided by chosen organisation in order to satisfy its customer. Therefore, it helps them in
increasing sales and revenue in future period of time. This company was located in United State
it and their main focus is to target large number of user for their services during particular phase
of time period. Therefore, there are various employees who perform their business within
business organisation that help in increasing profit margin and sales in future period of time.
Goal setting the main purpose or goal of Coca-Cola is to achieve leading position around
the world that help in increasing brand image or reputation of company in front of customer at
marketplace.
Mission statement a mission statement signifies organisation is determined as a
reflective in nature that signifies what the company is as well as what are their purposes.
Therefore, the Coca-Cola Company focuses on providing superior quality goods and services in
order to satisfy its customers during particular phase of time period. It helps in attracting large
number of user towards the services provided by company.
Vision Statement
The vision of organisation assists in performing their work with particular goal which
must be achieved in timely manner. The vision of an organisation named as Coca-Cola is to
achieve a benchmark for this sector as well as achieve competitive advantage over rivalries at
market place.
Values
 Quality
 Service
 Innovation
 Trust
Segmentation, Targeting, Positioning (STP) Model
Segmentation it is defined as a strategy which emphasized on dividing or segmenting
whole market into small parts of user country as well as business along with their objective of
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assessing specific need of its user characteristics that is useful for business organisation in
improving and executing various strategy of marketing that help in attracting large number of
audience during particular phase of time period. The Coca-Cola Company focuses on its market
in context of behaviour segment in which market is segmented according to behaviour of
individual person which help in providing them production services according to their need in
order to satisfy them(Baker and Saren, 2016).
Targeting is determined as activity that helps in assessing targeted individual group of
persons as well as user which they emphasized on assessing or influencing behaviour or attitude
which is used for taking decision. The targeted audience of Coca Cola are determined as a male,
females as well as kids that is belongs to middle class as well as Elite family of society.
Positioning signifies the needed action which is taken place for launching offering to
business organisation at Marketplace and change or alters mindset of targeted user. The Coca-
Cola Company focuses on adopting marketing mix in order to attract large number of customer
in respect of their brand at market place.
Marketing objective of Coca-Cola
 To enhance and increase revenue by 10% in upcoming 6 months.
 To enhance and increasing earnings by 10% in every 12 months.
 To enhance the international presence as well as social media manages in future period of
time.To increase the dividend per share according to percentage of shareholders by 10%
in upcoming 1 year.
Marketing Mix of Coco-cola
Product of Coca-Cola is determined as wide range of goods to all age group of
individual person and it is starting from men, women as well as kids. The Coca Cola provide
different kind of drinks to its customer in order to satisfy them.
Price which is provided by Coca-Cola on its providing is maintained according to the
competitive pricing strategy in addition with superior quality and relatively less price of goods.
Most of the organisation focus is on its own brand for providing superior quality drink to its user
and their main focus is to providing superior quality drink to its user at relatively less price.
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