Abstract

This paper provides an overview of the background of the Coca-Cola Company, its' marketing

strategies and positioning through product, price and promotion. The writer considers Coca-Cola's
targeting and positioning a key marketing strategy for the company. Additionally, the paper explains
that Coca-Cola's goal is to use the company's assets, financial strength, distribution system and
strong commitment of management and employees, to become more competitive and accelerate
growth. The paper concludes with recommendations for improvements in Coca-Cola's marketing. 

Outline: 
Introduction 
The Coca-Cola Company's Background 
Coca-Cola's Marketing Strategies & Evaluation - Strategy Level 
Coca-Cola's Marketing Strategies & Evaluation - Tactical Level 
Industry Analysis 
SWOT Analysis 
Recommendations for Improvements in Marketing Operations and Strategy 
Conclusion

From the Paper

"At the strategy level, Coca-Cola's marketing strategy involves a thorough examination of the
company's market segmentation, targeting, and positioning. Overall, Coca-Cola boasts impressive
statistics, including 50,000 employees; a total debt of only $7,003.0 million; cash balance of $6,707.0
million; and revenues for 2004 of $22,150.0 million, which has steadily increased since 2001 (Reuters
at http://www.investor.reuters.com/business/). Currently, the United States is the company's largest
market. However, only 20% of Coca-Cola's operating income comes from the United States, where the
company sells over 3 billion unit cases a year to capture 41% of the entire United States soft drink
market (Research Reports at http://www.ascensio.com/Reports/CokeClassicCC.aspx). This is an
example of the strength of Coca-Cola's market segmentation, because essentially half of the United
States soft drink market belongs to Coca-Cola. Even in a developed market such as the United States
case sales have grown at 3% per year over the past five years."