University Marketing Report: Coca-Cola's Strategic Analysis

This marketing report provides a comprehensive analysis of Coca-Cola's strategies, focusing on the macro environment, product and pricing strategies, and growth strategies. The report examines the political, technological, and environmental factors influencing Coca-Cola's market position, including regulations, technological advancements, and environmental sustainability. It also analyzes product and pricing strategies, including perceptual mapping to understand the relationship between price and quality. The report further explores Coca-Cola's growth strategy using the Ansoff matrix, detailing market penetration, product development, and diversification. The 4Ps of marketing (product, price, place, and promotion) are analyzed in the context of the company's plan to introduce an energy drink. The report concludes by highlighting Coca-Cola's ability to adapt to market demands and generate revenue. References are included for further reading.

Running Head: MARKETING REPORT: COCA COLA
Marketing Report: Coca Cola
Name of the Student:
Name of the University:
Author Note:

1MARKETING REPORT: COCA COLA
Macro Environment
There are macro or external factors which are essential for Coca-Cola to look after so
that they can grow in the marketplace and can be able to lure the customers towards them.
These are helpful for the company so that they can place their product which is health drink
in the market so that they can sustain in it (Stead and Stead 2013). The environment that
needs to be focused by the company are:
 Political Factor: As per the Food and Drugs Administration, non-alcoholic drinks
are considered in the food category. The government mainly regulates the
production of the product. The company need to meet the standards that have been
set by the government as the government will check the quality of the product.
Coca-Cola wants to launch the energy drink in the market so the product will be
counted in the food category, and the company need to look after the quality along
with the standards of the government. The government fines the company who
fails to meet the standards. As the company is selling energy drink in the market
so it will uplift the image of the brand as well as assist the company in flourishing
(Lefebvre 2013). The company need to meet the standards while making the drink
and it will benefit the company in the selling process as a health drink attracts the
customers in the market and enable them to grow in the process.
 Technological Factor: The company is using advanced technology, which will
enables the company to expand in the market as they can produce more in the
market due to the advancement. These are crucial for the extend of the company
as it will enable them to operate effectively and will help them to produce more.
These will ultimately meet the demand as well as the supply of the product in the
market. These are essential for the organisation in the growth process (De Mooij

2MARKETING REPORT: COCA COLA
2018). These will enable the company to run the test so that they can claim that
the energy drink is safe for the customers, which is important for the expand of the
company in the market.
 Environmental Factor: The company intake strategies which will enable them to
safeguard the environment. These will automatically enhance the position of the
company in the marketplace and assist them to grow in the process. These are
necessary for the company to look after the matter so that they can enrich the
environment in the process and help them to grow in the market. The
environmental factor is important for the company to look after so that they can
benefit the society along with that can maintain the production process in the
marketplace. The company look after the waste management process, which is
essential to maintain for the company to maintain the goodwill of the company
(Schram et al. 2015). The company also look after the use of organic products
which is necessary for the organisational growth in the market. Therefore, it is
important for the company to grow in the market and to achieve success in the
process.
Product and Price
The product and price of the product are important for the company to attract the
customers in the market. These will enable the company to target the audience in an effective
way possible, which will assist the company in segregating the audience as well as the enable
them to attract them in an effective way possible. The price, as well as the quality, plays a
major role in targeting the audience (Briggs et al. 2017). The company meets these
parameters in an efficient way, which enables them to become successful in the market. The
company also need to look after the competitors in the market, which is essential for the

3MARKETING REPORT: COCA COLA
company. The company need to strategise as per the market demand and supply along with
that the company need to look after the strategy that is being used by the competitors (Kirk,
Bristow and Zanni 2014).
The company is trying to introduce energy drink in the market, so the company need
to look after the brands who are selling energy drink along with the competitors in the
market. These will assist the company to look after the competitors in the market and enable
them to compete with them in an effective way possible. Therefore, it can be said that Coca-
Cola wants to introduce the energy drink in the market, and for that, the company need to
look after the companies in the market (Markey, Lovegrove and Methven 2015). These will
automatically enable the company to lure the customers in an effective way possible so that
they can compete with the other health drink brands in the market. Hence, it can be said that
the company follows the price as well as the quality of the product so that they can provide
best products to the customers in reasonable price possible so that the quality can be
maintained in the process (Shears 2014).

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Fig. 1: Perceptual Map for Price vs Quality
(Source: Created by Author)
As per the above perceptual mapping for the company, it can be noticed that the
company is charging less to the customers and providing quality products, which is essential
for the expansion of the company in the market. These will automatically enable the company
to attract the customers from the market so that they can generate more amount of revenue
from the market. These are essential for the company to become popular in the market and to
capture a huge market share in the process.
Fig. 2: Perceptual Mapping

5MARKETING REPORT: COCA COLA
(Source: Created by Author)
In the above perceptual map, it can be seen that the company is providing a high
energy drink in the market which is filled with energy and less fruity in the process. These are
essential for the company to understand the need and wants of the customers, and the
company can produce the energy drink in an efficient as well as in an effective way possible.
These are important for the company to become successful in the market and to become
popular among the other competitive brands in the process. Therefore, it can be said that the
company can target the audience in an effective way possible with the help of the products as
well as the price in the market.
Growth Strategy
As per the Ansoff matrix, the company Coca-Cola can target the audience in an
effective way possible which enables the company to grow as well as to gain popularity in the
process. The organisation needs to look after the matter and develop the product accordingly,
which will enable them to become successful in the process. The company will be able to
grow in the market as they can meet the four parameters in the Ansoff Matrix (Fulgoni 2015).
These are important for the expansion of the company in the market so that they can become
successful in the process and helps the company to target the audience accordingly so that
they can generate revenue in the process. The company need to focus on the growth strategy
so that they can expand in the market (Alvarez 2015).

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Fig. 3: Ansoff matrix
(Source: Created by Author)
As per the matrix, the company can penetrate as well as develop the market. These
enables them to become successful in the marketplace. The company rightly look after the
product development section as well, which enables them to grow in the marketplace. The
company also diversify different products which enrich the image of the brand in the market
and help them to attract the customers in the process (Gertner and Rifkin 2018). These are
crucial for the organisation to look after the parameters and work accordingly so that they can
capture a huge market share from the market. Hence, it can be said that the company can
meet the parameters so that they can expand in the market and can achieve success in it.
The company as they are introducing energy drink in the market; therefore, the
company can meet the 4P’s of marketing which is the product, price, place and promotion.
The company is placing their product in the energy drink section, which is growing as people
are more health-conscious in recent time. On the other hand, the company is charging less

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from the customers, which will attract the customers to purchase the product from the
company. The company is providing a quality product to the customers in less price possible
which is an additional benefit for the business firm to grow in the market (Carroll 2016). The
company is also placing their product in the health drink sector, which is essential for the
company as the market is growing with every passing day. The place has rightly addressed by
the company to become successful in the process. The company can promote their brand as
well as the product in the market as they possess an effective promotional strategy. These are
helpful for the company to capture the attention of the customers so that they can become
popular in the market and enable them to grow in the process. The promotional strategy is
effective for the company to become successful in the process. Therefore, it can be said that
the company can address all the parameters so that they can achieve success in the market
and can attain what they intend to achieve in the process. Hence the company is growing in
the market and generating a large sum of revenue in the process.

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References
Alvarez, L.U.I.S., 2015. Developing the network for growth and equality of opportunity. S.
Dutta, T. Geiger, & B. Lanvin, Global Information Technology Report, pp.67-72.
Briggs, A.D., Mytton, O.T., Kehlbacher, A., Tiffin, R., Elhussein, A., Rayner, M., Jebb, S.A.,
Blakely, T. and Scarborough, P., 2017. Health impact assessment of the UK soft drinks
industry levy: a comparative risk assessment modelling study. The Lancet Public
Health, 2(1), pp.e15-e22.
Carroll, C., 2016. The Dasani Controversy: A Case Study of How the Launch of a New
Brand Jeopardized the Entire Reputation of Coca-Cola. In The Crisis of Food Brands (pp. 33-
44). Routledge.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fulgoni, G.M., 2015. How Brands Using Social Media Ignite Marketing and Drive Growth:
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Overstated?. Journal of Advertising Research, 55(3), pp.232-236.
Gertner, D. and Rifkin, L., 2018. Coca‐Cola and the Fight against the Global Obesity
Epidemic. Thunderbird International Business Review, 60(2), pp.161-173.
Kirk, J.L., Bristow, A.L. and Zanni, A.M., 2014. Exploring the market for Compressed
Natural Gas light commercial vehicles in the United Kingdom. Transportation research part
D: transport and environment, 29, pp.22-31.

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Lam, A.Y., Lau, M.M. and Cheung, R., 2016. Modelling the relationship among green
perceived value, green trust, satisfaction, and repurchase intention of green
products. Contemporary Management Research, 12(1).
Lefebvre, R.C., 2013. Social marketing and social change: Strategies and tools for
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Schram, A., Labonte, R., Baker, P., Friel, S., Reeves, A. and Stuckler, D., 2015. The role of
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natural experiment contrasting Vietnam and the Philippines. Globalization and health, 11(1),
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Shears, P., 2014. Product placement: The UK and the new rules. Journal of Promotion
Management, 20(1), pp.59-81.
Stead, J.G. and Stead, W.E., 2013. The coevolution of sustainable strategic management in
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