Coca-Cola recruited Global Marketing Associates to perform a thorough review of the company’s existing marketing planning, to assess competitiveness within the global soft drink and beverage sector, to define the environmental variables at the macro and micro level that affect the industry, and to establish a set of suggestions related to potential marketing strategies that the company is introducing
There is no doubt that there is one of the world’s most famous businesses is Coca-Cola. Being number one, though, ensures that all of the players in the industry set their own target of being the business leader. Coca-Cola remains the pioneer in distribution of soft beverages worldwide. However, the environmental scan and the SWOT analysis that form part of this report indicate several areas where Coca-Cola may be vulnerable.
The company is not as strategically placed in the health and energy beverage markets as some of its competitors. The report recommends that Coca-Cola review its digital media and social network marketing objectives.
The company appears to be particularly vulnerable in China, India and Latin America. Governments in these countries have been clear in stating that public funds will be used to support local industry in expanding capacity and increasing market share. This poses a real threat to companies such as Coca-Cola.
The company has recently completed a ten year marketing plan that it calls Vision 2020. The plan contains some very ambitious goals. This report recommends that marketing professionals within the company conduct a research-based study to determine the feasibility of implementing the planning objectives.
Table of Contents
- The Company Profile
- The Micro and Macro Environment
- Coca-Cola’s Global Marketing Objectives
- Analysis of the 2020 Marketing Objectives
In today’s global economy, a number of multi-national corporations are rethinking how to identify their product brand, how to increase their market share and how to position the company to be responsive in a global marketplace. Global marketing is characterized by intense competition by firms within a given industry and by consumers who have high expectations of the products they consume and the companies that produce them. Moreover, companies that are in the food and beverage industry are expected to develop health conscious products, be engaged in community awareness programs as part of a larger commitment to corporate social responsibility and to adopt as part of the company mission an awareness of global environmental issues.
Twenty years ago, Coca-Cola successfully focused on branding and marketing Coke soft drink products. The only competitor of any significance was PepsiCo, and between the two companies they controlled the soft drink industry. Times have certainly changed. Coca-Cola can no longer rely solely on the traditional marketing strategies that served it so well for so many years. It must now market a corporate image, not just a series of products. It must use digital media to reach computer-savvy consumers, its products must appeal to a constituent group with tremendous variability in demographic and cultural profiles and it must provide a product mix that includes healthy beverages.
This report presents a comprehensive analysis of Coca-Cola’s current marketing plan, it assesses the micro-and macro-environmental factors that currently impact the company and the soft drink and beverage industry, it identifies threats from competitors and concludes with a series of recommendations to senior executive team of the company and Board of Directors.