Marketing Essentials Report: Coca-Cola Case Study and Analysis

This report provides a comprehensive overview of marketing essentials, using Coca-Cola as a case study. It begins with an introduction to marketing and its importance for organizations, followed by a detailed examination of the key roles and responsibilities of the marketing function. The report then explores how marketing relates to the broader organizational context, focusing on the interdependencies between marketing and other departments such as HR and Finance. A significant portion of the report is dedicated to comparing how different organizations apply the marketing mix to achieve their objectives. Finally, the report culminates in the production and evaluation of a marketing plan for Coca-Cola, analyzing its effectiveness and strategic implications. The report covers various aspects of marketing analysis, market segmentation, pricing, distribution, and after-sales services, providing a holistic view of marketing strategies and their practical application.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing relate to the organisational context.........................4
TASK 2............................................................................................................................................6
P3 Comparison of ways in different organisation apply marketing mix for planning to achieve
objectives.....................................................................................................................................6
TASK 3............................................................................................................................................8
P4 Produce and evaluate a marketing plan for an organisation..................................................8
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
Marketing is an effective tool for every organisation which helps in create better position
and achieve set goals or targets. It is a set of activity and procedure that used by organisation for
the purpose of creating, designing, manufacturing, delivering, communicating and distributing of
particular goods and services in the market. In this consist marketing study that helps in
identifying current trends, customers choices, demands, tastes and preferences, build good
relationship among people, provide goods or services, various tools or techniques and manage
reputation or goodwill, fashion which is necessary for increasing profitability and productivity of
business firms (Baker and Saren, 2016). It support in find potentials customers and provide them
better quality of good or services to satisfy their desired expectation. This report is based on
Coca-Cola which is US based company and deals in soft drinks in the global market. There are
most famous drinks of coca cola such as Diet Coke, Sprite and Fanta etc. This assignment will
define about various roles and responsibilities of marketing functions and their interrelation with
organisation. It will also describe the several ways and compare marketing mix of different firms
as well as produce a marketing plan to achieve goals or objectives.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing is an essentials tools for business organisation which helps in identifying
customers demands and current trends through proper study so that company make decisions
regarding production of goods or services in an appropriate manner. It is the study of
management of relationship with customers and business as well. Marketing is define as the
procedures and institution in which included various activities such as creation, keeping as well
as satisfying customers in well manner (Brassington, 2013). It can be said that marketing is the
premier components of the business management because it support in developing firms and
create awareness among customers regarding goods or services. on the other side, marketing is
defines about customers satisfaction and satisfy their desired needs or wants in well manner.
There are many firms who focus on adopting new marketing plan and business strategies so that
they can create better position among competitors. Coca cola also considered same and use
various marketing tools or techniques for increasing demands and create awareness into targeted
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audiences in an appropriate ways. There are defines some importance of marketing for coca cola
such as:
Importance of marketing: Support in transfer, exchange and movement of goods: This is a plus point of marketing
that company can transfer, exchange as well as movements of particular goods or services
to satisfy customers desired expectations. In this consider several intermediaries for
making available products or services to people such as wholesalers and retailers etc.
marketing functions are beneficial for organisation, producers and consumers. Maintain the standard of living: It is another benefit for society that marketing functions
support in managing and maintaining people lifestyles and their living standards in well
manner (Pettitt, 2013). It produce and sell particular products or services to the consumer
at a reasonable price so that they can afford and buy for fulfilling their requirements. Create employment: In this define that marketing is complex and it involves number of
people for performing various activities or tasks in an effective manner. There are some
major functions of marketing such as buying, selling, distribution channels, finance,
warehousing, risk bearing, transportation and standardisations that play vital role ins
developing firms and run its operations in better ways. Coca cola is dealing at global
market so there are number of employees working here. Source of income: It is biggest source for generating revenues because marketing
functions included various activities that must be performed in well manner so that
company can increase its profits in an effective manner (Desai, 2013). Coca cola is also
earning higher profits or revenues because entire activities connected with gaining more
incomes from marketing actions.
 Source of new ideas: Marketing is best source for generating and developing a new ideas
or concepts so that business can be promoted and goals can be achieved. In the
environmental changes, it affects on the production and distribution as well as tastes,
preferences of customers so that marketing helps in identifying best tools or techniques to
achieve desired outcomes. They consider new ideas and thoughts to produce new goods
or services according to changing climate.
Key Marketing functions:
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The main purpose of marketings is to exchange of particular goods or services from
producers to consumer so that they needs or wants can be satisfied in well manner. Marketing
functions included various activities such as identifying customers needs and provide them better
quality of products for satisfying their desired expectations in an effective manner (Desselle,
2016). The marketing functions included several process such as purchasing, selling,
distributing, transporting, standardising, grading, financing or funding and risk taking etc. these
are as following: Marketing analysis: It is most important component of marketing process in which
particular situations or conditions analyse through conducting research or survey. In
this, marketing department conduct a survey for analysing market conditions, current
trends, fashions,s customers choices, behaviours, demands, tastes and preferences,
strong competition, and environmental factors that have direct impacts on the business
and these can affects on operation. Therefore, it is necessary to find several forces so
that better strategies can be formulated. Coca cola consider this functions for expanding
business at different countries which support in find right market and targeted
audiences. Market Segmentation: It is a process for identifying particular target market by dividing
a broad consumer into sub-group according to various segmentation. In this researcher
try to look at common character including similar lifestyles, interests, and needs of
customers so that company can produce and deliver effective goods or services to the
right customers (Zgarrick and Alston, 2016). Coca cola is selling its products across the
global countries. There are various criteria which helps in segmenting the particular
market on the basis of:
◦ Demographic: In this, organisation undertake customers characteristics for
segmenting the market according consumer behaviours. It includes age, gender,
education, occupation, income level, family size, socio-economic status etc.
therefore, Coca Cola focus on every young people who like its tastes.
◦ Geographic: In this phase, market are divided according to geographical areas,
locations or region so that company can find its targeted audiences. It include
country, suburb, states, city, hilly and desert etc. Coca Cola is selling its products or
services at several countries as they covered wide geographical areas in the world.
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◦ Psycho-graphics: There are various companies who segment market as per the
customers lifestyles, social as well as personality characteristics and many more so
that they can reach at target audiences after better identification.
◦ Behavioural: In this consider the behavioural of customers towards specific goods
or services as it includes needs, benefits-sought, occasions, customers loyalty and
buyers behaviours sop that company can targets its potentials customers and try to
reach at them. Pricing: This is another important function in which marketing manager fix price of a
products (Dibb and Simkin, 2013). It must be set in well manner because it affected by
costs or expenses, rates or profits, government policies, price of competing products etc.
this component helps in attracting number of customers towards firm for satisfying their
desired outcomes. Coca cola sell its products at reasonable price which is affordable for
customers. Distribution: In this functions of marketing, organisation make decisions regarding
carrying out various goods or services from one place to another such as production to
final consumption place. It is necessary to take corrective actions regarding
transportation, inventories, storage facilities, warehousing, and order processing so that
they can provide right products to the right customers at defined time period. Coca Cola
is serving its products or services at different places by undertaking distributing
network.
 After sales services: It define the services which are given by organisation after making
sales in an effective manner. This is an essentials for making good relations among
customers because company wants to make them loyal towards firm so that long term
benefits can be get (Hauer, 2011). Coca Cola provide its products to the customers and
take care their satisfaction level which must be necessary to achieve predetermined
goals or objectives.
P2 Roles and responsibilities of marketing relate to the organisational context
In the present scenario, there are number of organisation that deals in international market
so they focus on carry out their business functions. They run operations and transactions by
undertaking several divisions that exists. There are several roles and responsibilities defines
which perform by the marketing department of the company for achieving their common goals or
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objectives. Many of firms consider their different departments and managers of every or each
department formulate strategies for achieving set goals. Coca Cola is one of the biggest brand of
beverage sector that deals in soft drinks in the particular market at global level. They also
undertake several department of organisations that perform their different duties or
responsibilities so that business can be developed in the market place (Jones and Rowley, 2011).
There are some important department of Coca Cola such as human resource, Marketing, finance
department, R&D and many more which all are interlinked with marketing functions. These
must be undertake for better coordination so that company can accomplished its set visions,
missions and objectives at right time. It can be understood by taking some examples such as: Human Resource Department: It is defines as the most important functions ion which
HR manager take responsibility to manage employees with their performances and create
positive environment within the firm. It play an important role in managing relationship
among people and manage human resource to achieve particular goals. HR manager
perform various roles, responsibilities, activities and functions including recruitment and
selections, training and development programs, performance appraisals and motivate to
employees so that they can attain predetermined targets in an effective manner. This is
the major task that to assign works and align goals. HR manager of Coca Cola consider
several activities as enhance employees abilities or skills through learning sessions
which support in improving their current performance and motivate to attain set goals. Finance department: It is most important functions of organisation as without funds, a
company cannot its functions or activities so it is necessary to arrange as well as manage
appropriate funds in well manner (Lamb and Hair, 2011). It is a backbone of business,
therefore, finance manager make decisions regarding formulating strategies and make
budget for running business operations. Coca Cola consider this and try to manage as
well as control over the funds so that maximum outcomes can be get. Finance
department provide necessary funds or financial services to the other department such as
marketing, human resource etc. to attain set targets. Marketing department: This department crucial role in creating better positions among
competitors by formulating better strategies and make actions plans in an appropriate
manner. Marketing manager focus on analyse market situations and current conditions
through effective study. They conduct research and gather data about customer's choices,
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preferences, behaviours, competitors, environmental factors that have major impacts on
the business operations so it is requires to formulate better strategies to survive from
critical situations. It includes various promotional channels and tools that helps in
creating awareness as Coca Cola does (McDaniel, 2011). They use celebrities
endorsement and innovative advertisement for attracting number of customers. Production department: This function is directly interlinked with marketing department
as they gather data or receive informations regarding products or services which support
in increasing revenues or profits in well manner. In this, manager provide adequate
informations to the production department regarding actual conditions of market and
current trends so they make decisions of manufacturing better goods or services. Coca
Cola produce better quality of products or beverages as per the consumer demands.
 Customers service department: In this define that organisations are responsible for
managing and maintaining better relationship among customers so that they will be loyal
for long time period. Coca Cola undertake this factor and try to handle customers
problems or complaints so that better solution can be made for their satisfaction
(Malhotra and Birks, 2013). They have a separate department of customer care services
in which department listen consumers problems and try to make ultimate solution in well
manner.
TASK 2
P3 Comparison of ways in different organisation apply marketing mix for planning to achieve
objectives
Marketing mix is best component of marketing functions that helps in formulating
effective strategies and make actions plans so that company can achieve predetermined goals or
objectives in well manner. There are various roles and responsibilities included which play an
important role in increasing profitability and goodwill in the market place. Marketing mix consist
4 and 7 elements that known as 4ps or 7ps of marketing including products, price, place and
promotions, people, process and physical evidence (Papasolomou and Melanthiou, 2012). These
are beneficial in making entire work in more easy way and run business operations for the
purpose of surviving in the competition environment. Many of organisations undertake these
elements for competing with tough or strong competitors. Therefore it is necessary for Coca Cola
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that to carry out various tools or aspects of marketing mix so that better outcomes can be get. It
can be analysed by undertaking the comparison between Coca Cola and Pepsi Cola as how they
apply marketing mix tools for achieving organisational goals or objectives such as:
Basis of
difference
Coca Cola Pepsi
Product Coca cola is dealing around 3500
products in the market place in which
included soft drinks, coffees etc.
This is also a big brand that serves
various foods and beverages at
global market such as snacks, chips
and soft drinks etc.
Price Coca-cola use pricing strategies
which is based on segmentation,
geographical, and competitors based
for providing products (Perreault,
2010).
They also focus on providing goods
at reasonable price so they adopted
market penetrations and competitor
based strategies.
Place Coca-cola is selling its products at
different countries around 250.s they
focus on strong distribution channel
to reach at customers.
They are also covered wide area of
earth and provide products at
restaurant, retails shops and stores.
Promotions They focus on creating awareness
among customers by undertaking
promotional tools such as
advertisement, CSR, and celebrities
endorsement.
They are using various tools or
techniques of promotions such as
advertisement, commercial ads, and
higher celebrities to create more
awareness (Pike, 2015).
People This firm focus on employees
because they are key people for
achieving success in the competitive
environment.
They undertake employees
performance and provide them
training to enhance skills so that they
can treat every customers in well
manner.
Process They use their simple procedures as They use process strategies which is
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labelling, packaging and bottling that
can be recognise in easy manner.
transparent so that trust can be
created in more effective manner.
Physical Evidence Coca cola has trademark and logo
that is resemblance of this firm.
In this included logo and particular
design or symbol of Pepsi that
distinguish the product from another
(Rossi and Allenby, 2012).
TASK 3
(Covered in PPT)
P4 Produce and evaluate a marketing plan for an organisation
For achieving organisational success, there must be requires tos produce and develop
effective Marketing Plan for the company as in this consider a draft for reaching at particular
place. Organisation consider a marketing blueprint where define several guidelines to attain
potentials targets in more effective manner. In this consist a overview of company by
undertaking missions, visions and SWOT or PESTEL that support in making better decisions and
formulate strategies to achieve set goals or objectives in better ways. It provide an appropriate
framework that helps in making decisions about accomplishing goals or set targets bys using
important tools or techniques in an effective way. There is define a marketing plan of Coca Cola
for promoting products or services as well as business in the marketplace. The marketing
manager of Coca Cola considered a raw draft or blueprint of marketing plan by undertaking
budget, SWOT and PESTEL for the purpose of achieving predetermined goals or objectives in
well manner. There are various factors defines which based on environmental elements and they
affects on several ways of the business firm. Therefore, planning should be clear and effective so
that Coca Cola can survive in the tough competition. Here is entire description of marketing plan
such as:
Overview of Coca Cola Company:
It is an American company which deals in varieties of products or beverages such as non-
alcoholic as well as soft drinks in the global market. There are number of customers attracted
towards firm and they prefer Coca cola rather than another drinks to satisfy their needs or wants
in more efficient manner. It has founded by John Stith in the year of 1892. this company is listed
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among top most famous companies because of its strong reputation or goodwill. It has generated
revenues around £1.2 billion as per the data.
Mission of company: The mission statement of Coca Cola is to serve
better quality of products and promote good health with happiness so that
people can enjoy their life in better manner. They also focus on creating
high value of customers and increase brand image among competitors for
achieving long term objectives.
Vision of Coca Cola: The vision statement of Coca Cola is to focus several
components such as partners, portfolio, people and productivities,
profitability so that better visions can be created. This will support in
providing better guidelines as per the planning so that employees will be
ready to achieve set goals in limited time period.
SWOT Analysis:
In this consist strengths, weaknesses, opportunities and threats for
the purpose of making proper judgements and also support in analysing
internal factors that can affects on profitability and productivities of the
company. It can be analyse by followings:
Strengths:
 Coca cola have good brand image among competitors and have high
value of brand equity in the international market.
 There are number of countries where Coca Cola selling its products
or services which is also biggest strength of this firm. They focus on making better strategies and adopt several tools or
techniques so that they can beat with competitors such as Pepsi Cola.
Weaknesses:
 The weak point of Coca Cola is its product diversification which is
minimal as compare to Pepsi so it is difficult to beat with competitors. It can lose its brand image due to facing various critical situations
because it has registered in controversies that minimise reputations.
Opportunities:
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 The major opportunities for Coca Cola is to expand their business at
different places and carry out production process for developing firm. This firm can compete with competitor by maximising its products line
in several areas.
Threats:
 There are number of competitors available in the market such as
Starbucks, Cafe Coffee day and Pepsi Cola who are dealing ins
beverage sectors so they are attracting huge customers by promoting
their products.
 Ins this also consider several environmental factors that influence
firms due to fluctuations as per the changes.
STP for Coca Cola: Segmentation: In this included various components which helps in
dividing market on the basis of several criteria such as demographic,
geographic and behavioural so that they can find potentials
customers. Coca Cola has segmented their market as per consumer
age, Gender, family size and nation. Targeting: Coca Cola targeted its market according to segmentation
such as the age group of 12 to 30 year people who prefer to take cola
flavour in beverage.
 Positioning: they have positioned at maturity level by capturing
market and attracted more customers towards firm.
Marketing Budget:
It is necessary to formulate budget and prepare an appropriate plan
for marketing of goods or services. they consider several activities such as
advertisement, sales and promotions, direct marketing and marketing tools
or techniques so that they can achieve predetermined goals or objectives.
Marketing budget
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