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Cocacola Marketing Strategy

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Coco Cola Marketing Plan and Techniques

Executive Summary
The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world.
Coca-Cola Mission Statement `To benefit and refresh everyone who is touched by our business.'
Coca-Cola marketing technique includes (i) Situational analysis
(ii) Target Market
(iii) Objectives/Goals
(iv) Marketing strategies and the marketing mix
(v) Monitoring & Controlling
(i) Situational Analysis
The Coca-Cola Company has been operating for over a century and is highly successful. It is currently in the renewal level of the post-maturity stage in the business life cycle.
SWOT Analysis
Strengths (S) Weaknesses (W)
· Has been operating successfully for over a century.· Is known world-wide and operates in more than 200 countries.· Coca-Cola has a large share of the cola segment - holding approximately 85 per cent.· The Coca-Cola Company is the most recognized trademark in the world. · The contract The Coca-Cola Company has with its bottlers is under constant negotiations.
Opportunities (O) Threats (T)
· Has significant growth opportunities.· Has sufficient capital to expand.· Has the potential to innovate and differentiate the company's products to sustain a competitive advantage.· May merge with other global businesses to eliminate competitors.· Capable of expanding into other markets other than the soft drink market. · Has many major global competitors with its main one being PepsiCo.· Coca-Cola can be substituted by other soft drink products made by its competitors. These competitors may develop marketing strategies to eliminate The Coca-Cola Company.· There may be an
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