BSB61218 Marketing Plan: Coca-Cola Amatil - Term 2, 2019

This report presents a marketing plan for Coca-Cola Amatil, the largest beverage bottler in the Asia-Pacific region. The plan begins with an introduction to the company, its mission, vision, and values, followed by an analysis of its marketing objectives, including increasing sales and market share. The report then delves into a marketing analysis of the beverage industry in Australia, including market size, structure, and competition. It identifies marketing opportunities such as consumer segmentation and direct competition analysis. A SWOT analysis is conducted to evaluate the company's internal strengths and weaknesses, as well as external opportunities and threats. The report proposes strategic recommendations, including a cost leadership strategy and a market entry strategy, targeting young consumers. It also discusses communication strategies, budget allocation, performance review planning, and marketing tactics, including coordination methods and a Gantt chart for project management. The report aims to provide a comprehensive overview of the marketing plan for Coca-Cola Amatil.

COCA-COLA AMATIL MARKETING
PLAN
Presented by:
Name
Course
Date

INTRODUCTION
 Coca-Cola Amatil(CCA) is the largest bottler of
ready to drink beverages in Asia-Pacific.
 The company serves six countries such as Fiji,
Indonesia, Samoa, Australia, New Zealand, and
Papua New Guinea.
 Eventually, these products became the major focus
of the company.
 Coca-Cola Amatil comprises of a variety of
products.
 The company employs over 14700 people in all the
six countries it distributes its products in.

MISSION, VISION, AND VALUES
 Mission Statement
 "To inspire moments of happiness and possibilities for
young Australians."
 Vision
 To create multiple moments of possibilities and happiness
for the customers we serve, in the community we operate
in and for the stakeholders in our company.
 Values
 We are always open and straightforward
 Our main focus is one today and tomorrow
 We get into the initiative and take responsibility of the
outcome.

OBJECTIVES
 To increase sales of our products
 To expand our market share
 To target new consumers
 To increase profits

PLANNING MARKETING ANALYSIS
 Coca-Cola Amatil operates in the beverage
industry which is one of the industries
experiencing stiff competition in Australia.
 There are other strong competitors in the
market such as PepsiCo, Kirks and Golden
Circle.
 The market size of the soft drinks industry is
growing at a very fast rate.
 Currently, the market size of soft drinks is at
USD 190.9.

MARKET STRUCTURE
 The company operates in an oligopoly
market structure.
 The nature of competition the company is
experiencing currently is still limited.
 However, emergence of additional
competitors in the industry will cause an
increase in the competition.
 Currently, Coca-Cola Amatil owns 67% of
the market share in the beverage industry.

EVALUATION OF MARKETING OPPORTUNITIES
 There are several marketing opportunity options that can be
used by the company to achieve its objectives.
 One of the marketing opportunity option is consumer
segmentation.
 The customer base of the company is divided into two
segments.
 These include the health young people who prefer fruity
flavored drinks and energy drinks, and other customers who
like carbonated soft drinks.
 Another marketing opportunity is analyzing direct competition.
 Gaining extensive knowledge about the number of players
operating in the market is very important while evaluating
marketing opportunities.

SWOT ANALYSIS (INTERNAL)
Strengths
 Coca-Cola Amatil is famously known for being the largest
manufacturer and distributor of beverages in Australia.
 The company comprises of a stable advertising brand marketing
platform for its products as compared to other brands in the soft
drinks industry.
 The company developed a high brand value of 65,654 billion
Australian dollars.
Weaknesses
 One of the major weakness of Coca-Cola Amatil is manufacture of
large numbers of carbonated drinks instead of energy drinks which
are mostly preferred by the young Australians it serves.
 The general performance of the company is hampered by the
negative publicity.

SWOT ANALYSIS (EXTERNAL)
Opportunities
 The rapidly growing level of the beverages industry is a great
opportunity for the company.
 Coca-Cola Amatil distributes energy drinks and fruity drinks
which are highly preferred by the young customers.
 The production costs of manufacturing beverages are also
decreasing.
Threats
 The present generation of the young Australians prefer sports
and energy drinks instead of carbonated soft drinks which the
company is mainly focusing on.
 The company is already facing stiff competition from other
beverage companies such as PepsiCo.

DEVELOPING STRATEGIES
 Cost leadership strategy will be used for both
marketing and carrying out international business.
T
 Despite the costs, products will still impose the
same prices for its products like the ones charged
by other companies.
 However, due to low costs incurred in the
production process, Coca-Cola Amatil will be able
to continue production even in the lean times
 Young people are the target market. To obtain our
target market, market entry strategy will be used.

DEVELOPING STRATEGIES
CONTINUED
 Following the already set goals, we shall research on the
nature of the market we are targeting, study the prevailing
competition in that particular market and then select the
most strategic mode of entry in that market.
 Defects are some of the major factors that destroy the
credibility of the company in the marketplace.
 .The company will launch several products in the new target
market.
 These include sports drink, fruit juices and energy drinks
which are mostly preferred by the young people.
 A communication strategy will be developed to ensure
effective communication of the objectives of the marketing
plan

ALLOCATING BUDGET
Marketing Strategies Resources Budget
Cost leadership strategy Company
Finance
department
$20000milli
on
Quality Positioning
strategy
Company
Finance
department
$1500
million
Communication strategy Company
Finance
department
$1000
million
Value-based pricing
strategy
Company
Finance
department
$50 million
TOTAL $22550
million