DALUBHASAAN NG LUNGSOD NG LUCENA

(formerly City College of Lucena)

Isabang, Lucena City
Tel. No. and Fax No. (042) 797 – 1671

MARKETING

Name: Erica Taño Score:__________

PART 1. My concept/idea of:

Strategic Planning -it is a process of assessing the current state of the business to
know the direction that will going to reach. This has something to do with creating mission,
vision and values which needs strategies like action plans to meet. Its center is prioritizing the
objective for long term goals and is a day-to-day process.

Strategic Management -it leads an organization to meet its goals and objectives. It directs
them in achieving objective and allocate resources to implement the plans. Besides, this is the
process of formation, implementation, and monitoring the strategies required. In this way,
businesses can be able to gain competitive edge over their competitors.

Management of Change -is a systematic approach that includes dealing with the
transition or transformation of organizational goals, core values, processes or technologies. It
uses tools and techniques to manage and achieve the required business outcome. Main
purpose is for initiative to successfully implement strategies and methods for effecting change
and helping people to accept and adapt to change, since it is permanent.
PART 2. CASE STUDY (25 points)

The Coca-Cola product was the traditional market leader in the cola category. They have
achieved success through a strategy of outsourcing manufacturing and logistics to licensed
bottlers, strong retailer relationships, and building a very strong brand.
In early years, Pepsi positioned itself as discounter and sold its product for half price of Coke in
a larger bottle. This positioning had some impact with budget-conscious households and
helped Pepsi become the “at-home” drink, while Coke remained the social drink. To reinforce
their perceived higher product quality, one of Coke’s slogan was “it’s the real thing”.
Because of this initial relative competitive position, Coke believed their product was superior
and that they had an entitlement of being the market leader. Whereas Pepsi always saw
themselves as the challenger and tended to be more aggressive in their marketing tactics as a
result.
If you are the Coca-Cola marketing consultant, what is the best marketing strategy for Coke
pursue to improve their position and increase the overall profitability of the Coke brand?
Make an outline why your proposed competitive strategy will be successful in this aggressive
period of the Cola wars.

II.
Abstract:
To make a competitive strategy useful for Coca-Cola to pursue to improve their position and
increase the overall profitability of the Coke brand. To have a competitive edge with Pepsi as their
most competitor in cola category.

Introduction:
The cola wars refer to the long-time rival soft drink producers the Coca-Cola Company and
PepsiCo, who have engaged in mutually-targeted marketing campaigns for the direct competition
between each company's product lines. In the late 1970s, and into the 1980s, the competition
became intense and serious.

In April 1985, The Coca-Cola Company introduced its new formula for Coca-Cola, which
became popularly known as "New Coke". Consumer backlash to the change led to the company
making a strategic retreat on July 11, 1985, announcing its plans to bring back the previous formula
under the name "Coca-Cola Classic".

Proposed Solutions:
If I were the Coca Cola marketing consultant, the best marketing strategy I can offer is product
promotion. For Coke to improve the position and increase the overall profitability, what we can do is
to imposed promotions about the brand. First is to advertise it, create a commercial that will highly
catch the interest of the public. It can be a commercial on television and radio. Internet marketing is
also helpful since many people rely much of their time on online websites like Facebook, Twitter,
Instagram and YouTube. Moreover, we can distribute print advertisements like flyers, brochures,
leaflets, any of these which includes the following benefits of drinking Coca Cola. We don't need to
lower the price of the product, we will sell it on it's original price. We are the real thing.