Coke Marketing Plan
Table of Contents
Executive Summary 6
Situation Analysis 7 History of the Product/Brand 8 Market Analysis 9 Product Evaluation 10 Competitor Analysis 12
Marketing Objectives 13
Marketing Strategies 16 Selecting Target Market 17 Developing the Marketing Mix 18 Product Strategy 19 Pricing Strategy 20 Placing and Distribution 22 Promotion Strategy 23
Evaluation, Monitoring and Control 24 Monitoring and Controlling 26 Sales Analysis 27 Market Share Evaluation 27 Marketing Profitability Analysis 27 Market Research 27
EXECUTIVE SUMMARY
Giant soft drink company Coca-Cola has come under intense scrutiny by the investors due to its inability to effectively carry out its marketing program. Consequently it is seeking the help of new Marketing Company to develop a professional marketing plan which will help the business to achieve its objectives more effectively and efficiently, and regain their iron fist supremacy on the soft drink industry.
When establishing a new marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. This consists of following four major areas:
• Situation Analysis
• Marketing Objectives
• Market Strategies
• Implementation, Evaluation, Monitoring and Control
Once Coca-Cola will have carefully analyzed these areas and have examined the industry in general the most suitable marketing strategies will be selected and ‘external threats and opportunities’ will be monitored and internal efficiency will be revised accordingly.
SITUATION ANALYSIS
HISTORY OF THE PRODUCT / BRAND
The organization that we have selected is The Coca-Cola Company which is “the largest manufacturer, distributor and marketer of soft drinks in the world” (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). The company offers over 400 products/brands in more than 200 countries (The Coca Cola
Executive Summary 6
Situation Analysis 7 History of the Product/Brand 8 Market Analysis 9 Product Evaluation 10 Competitor Analysis 12
Marketing Objectives 13
Marketing Strategies 16 Selecting Target Market 17 Developing the Marketing Mix 18 Product Strategy 19 Pricing Strategy 20 Placing and Distribution 22 Promotion Strategy 23
Evaluation, Monitoring and Control 24 Monitoring and Controlling 26 Sales Analysis 27 Market Share Evaluation 27 Marketing Profitability Analysis 27 Market Research 27
EXECUTIVE SUMMARY
Giant soft drink company Coca-Cola has come under intense scrutiny by the investors due to its inability to effectively carry out its marketing program. Consequently it is seeking the help of new Marketing Company to develop a professional marketing plan which will help the business to achieve its objectives more effectively and efficiently, and regain their iron fist supremacy on the soft drink industry.
When establishing a new marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. This consists of following four major areas:
• Situation Analysis
• Marketing Objectives
• Market Strategies
• Implementation, Evaluation, Monitoring and Control
Once Coca-Cola will have carefully analyzed these areas and have examined the industry in general the most suitable marketing strategies will be selected and ‘external threats and opportunities’ will be monitored and internal efficiency will be revised accordingly.
SITUATION ANALYSIS
HISTORY OF THE PRODUCT / BRAND
The organization that we have selected is The Coca-Cola Company which is “the largest manufacturer, distributor and marketer of soft drinks in the world” (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). The company offers over 400 products/brands in more than 200 countries (The Coca Cola
References: Alberto, J. (2007). Strategy Moves. Pearson Education. pp.145-150 Coca-Cola Kotler, P., Adam, S., Brown, L., & Armstrong, G. (2006). Priciples of Marketing. China: Pearson Prentice Hall, pp.330-350 Kotler, P., Adam, S., Brown, L., & Armstrong, G The Coca Cola Company 2007, Mission, Vision & Values. Retrieved July 05, 2007, from http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html The Coca Cola Company 2007, 2006 Annual Report on Form 10-K