MKT10008 Fundamentals of Marketing Coca Cola - Assignment Solution

Executive Summary

This report has been written with the prime purpose of conducting a detailed marketing analysis of Coca Cola. The text also illustrates the competitor analysis, the fierce macro and micro environmental predicament of the industry and the SWOT analysis of Coca Cola. Furthermore, the report also details on the positioning, targeting and segmentation strategies of this food and beverage leader. 

The literature review illustrates that the company is a leading food and beverage manufacturer which operates in around 200 countries and manages more than 500 brands. The company’s Australian division is Coca Cola Amatil, which has also been a successful partner to the organization. The company has several competitors, the strongest of these are Pepsi and Nestle. The food and beverage industry has been observing major changes in the micro and macro environment which includes increased health concerns amongst people. Hence, one potential weakness that Coca-Cola faces is it’s lower sales in it’s most prominent carbonated drinks category. Furthermore, the company’s target audiences are youngsters of ages 15-25, who are advertised the product via a showcase of emotions pertaining to joy and happiness. 

The findings from this report will assist the organization in identifying the drawbacks in it’s marketing strategy. Efforts will also be poured towards eliminating the potential threats and weaknesses and availing the present opportunities. 

Introduction

This marketing report, which has been requested by the principle of marketing teacher, has been developed with the prime purpose of conducting a marketing overview of Coca-Cola, the Global food and beverage giant. It is based on the literature review which has been compiled by using various secondary sources such as journal articles, websites, newspapers and reports. The prime focus of the report has been on the analysis of the company, its competitors and the organization’s internal and external environmental factors. Furthermore, the SWOT analysis of Coke is also conducted and the report is concluded with a discussion of the firm’s segmentation, targeting and positioning. 

Company Analysis

The Coca-Cola Company, established in 1886 in the Atlanta City by John Pemberton, is a globally renowned manufacturer and retailer of beverages, syrups and juices. The company’s operations span across more than 200 countries worldwide and it offers more than 500 brands, making up to 2800 products (Amy Tikkanen 2019). The company majorly operates in five regions which includes the Europe, Latin America, Asia Pacific, North America, Middle East & Africa and Bottling Investments (The Coca Cola Company 2019)

Throughout it’s tenure of existence, the organization has redefined the non-alcoholic corporate segment of the market with it’s optimum strategies. The company’s ideal performance can be credited to the company’s adherence to it’s mission and vision statements. The mission statement elaborates about the advantages and benefits that the brand will facilitate to the society and the vision statement details about the company’s agenda to inspire and work towards excellence (Mission Statement Academy 2019). By closely sticking to the organizational goals and objectives, the company has flourished over the years and has achieved various milestones. These may range from developing underground world of Coca-Cola in 1990 to contributing land for the Center of Civil and Human Rights in Pemberton in 2008. The company continues to cherish this legacy till this day Investments (The Coca Cola Company 2019)