Strategic Marketing Project - Coca Cola

Academy of Economic Studies

Faculty of Business Administration

Master Program of Business Administration

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STRATEGIC MARKETING MANAGEMENT

Case Study:

Marketing Plan of Coca Cola

Professor: Student:

Prof. Univ. Dr. IACOB CATOIU Mecu Bogdan Stefan (Group 1)

CONTENT

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I. INTRODUCTION............................................................................................pag. 3

II. EXECUTIVE SUMMARY............................................................................pag.4

III.PRESENT SITUATION ANALISYS..........................................................pag.5

-----Industry Analysis...........................................................................................pag.5

-----Sales Analysis.................................................................................................pag.7

-----Competitive Analysis.....................................................................................pag.9

-----SWOT Analysis............................................................................................pag.10

IV. CORPORATE AND MARKETING OBJECTIVES...............................pag.11

V. MARKETING STRATEGY........................................................................pag.14

VI. MARKETING PROGRAMS......................................................................pag.19

VII. IMPLEMENTATION PLAN....................................................................pag.20

VIII. PERFORMANCE EVALUATION AND MONITORING..................pag.21

IX. FINANCIAL INFORMATION..................................................................pag.22

X. BIBLIOGRAPHY..........................................................................................pag.26

I. Introduction

At the invention of Coca-Cola in 1886 nobody could have predicted its dramatic evolution. 11 decades from launching the company (1892) Coca-Cola is the most famous brand...