Coca-Cola Strategic Marketing

TABLE OF CONTENTS

Pages

TABLE OF CONTENTS 1-2

EXECUTIVE SUMMARY 3

Part 1

1.0 Introduction 4

1.1 Customer Analysis 4

1.2 Market Segmentation 5

1.3 Competitor Analysis 6

1.4 Industry Structure 7

1.5 SWOT Analysis 8

1.6 Marketing Mix 9

1.6.1 Product 9

1.6.2 Price 9

1.6.3 Place 10

1.6.4 Promotion 10

Part 2

2.0 Introduction to New Soft Drink Product 11

2.1 New Soft Drink Description 12

2.2 Market Overview 13

2.3 Market Analysis 13

2.4 Marketing Mix 14

2.4.1 Product 14

2.4.2 Price 15

2.4.3 Place 15

2.4.4 Promotion 16-17

REFERENCE 18-19

EXECUTIVE SUMMARY

Coca-Cola is a carbonated soft drink that was invented by Dr. John S. Pemberton in the year 1886 at Atlanta, Georgia. The drink has spread through the entire world due to its taste is preferred by society until today. The Coca-Cola will try their best to fit in society and provide what the customer needs according to the different environment. They started to produce various types of drinks such as diet coke and fruit juices. It is because of the environmental awareness. The competitor for Coke is PepsiCo and Nestle. It shows that PepsiCo has more brand loyalty in North America but Coke is still number 1 brand of soft drinks in the world. The weakness of the company cannot be solved, but it can be used as the source of strength. If the company sees any signs of new opportunities, Coke will use it to overcome the threats and so on. The marketing mix for the company shows how and where to market and develop their goods in terms of product, place, price and promotion. Creating new soft drinks needs a lot of effort with patience and reasoning. The first important part of creating new soft drinks is to know what the customer wants and needs because of health awareness. The company will have to do research on whom is their target and must try their best to gain some confidence for customers to buy their product. . In...