Coca Cola

Table of Contents
Introduction .................................................................................................................................
.... 5
Mission ........................................................................................................................................
6
Values ..........................................................................................................................................
7
SWOT
Analysis .............................................................................................................................. 7
Strengths ......................................................................................................................................
7
Weakness .....................................................................................................................................
8
Opportunities ...............................................................................................................................
8
Threats .........................................................................................................................................
8
PEST
Analysis ................................................................................................................................ 9
Political Factors ...........................................................................................................................
9
Economic Factors ........................................................................................................................
9
Social Factors ............................................................................................................................
10
Technological Factors ...............................................................................................................
10
Competitor
Analysis ..................................................................................................................... 10
Differential
Advantage .................................................................................................................. 12
Porter`s five forces
analysis .......................................................................................................... 14
Existing Rivalry .........................................................................................................................
14
Threat of New Entrants .............................................................................................................
14
Threat of Substitute Products ....................................................................................................
15
Supplier Power ..........................................................................................................................
15
Bargaining Power of Buyer .......................................................................................................
15
Industry Analysis of Beverages
Market ........................................................................................ 16
Merger and acquisition ..............................................................................................................
16
Globalization .............................................................................................................................
16
Target Market ............................................................................................................................
17
Table One: Target Markets .......................................................................................................
18
Category ......................................................................................................................................
.. 18
Rank within category ................................................................................................................
18
18
Strategic Action
Plan .................................................................................................................... 18
STRATEGIC MARKETING PLAN COCA-COLA 4
Objective
Strategies ...................................................................................................................... 19
Marketing
Communication ........................................................................................................... 20
Marketing Penetration Pricing strategy .....................................................................................
23
Distribution
Channels ................................................................................................................... 24
Significant Focus on Carbonated
Drinks ...................................................................................... 25
Financial Position of the
Company ............................................................................................... 25
Conclusion ...................................................................................................................................
. 26
References .................................................................................................................................
28
Appendixes ..................................................................................................................................
. 30
Appendix # 1 .............................................................................................................................
30
Appendix # 2 .............................................................................................................................
31
Appendix # 3 .............................................................................................................................
32
Appendix # 4 .............................................................................................................................
33
Table of Contents
Introduction .................................................................................................................................
.... 5
Mission ........................................................................................................................................
6
Values ..........................................................................................................................................
7
SWOT
Analysis .............................................................................................................................. 7
Strengths ......................................................................................................................................
7
Weakness .....................................................................................................................................
8
Opportunities ...............................................................................................................................
8
Threats .........................................................................................................................................
8
PEST
Analysis ................................................................................................................................ 9
9
9
Social Factors ............................................................................................................................
10
10
Competitor
Analysis ..................................................................................................................... 10
Differential
Advantage .................................................................................................................. 12
analysis .......................................................................................................... 14
14
14
15
Supplier Power ..........................................................................................................................
15
15
Market ........................................................................................ 16
16
Globalization .............................................................................................................................
16
Target Market ............................................................................................................................
17
18
Category ......................................................................................................................................
.. 18
18
18
Strategic Action
Plan .................................................................................................................... 18
Objective
Strategies ...................................................................................................................... 19
Marketing
Communication ........................................................................................................... 20
23
Distribution
Channels ................................................................................................................... 24
Drinks ...................................................................................... 25
Company ............................................................................................... 25
Conclusion ...................................................................................................................................
. 26
References .................................................................................................................................
28
Appendixes ..................................................................................................................................
. 30
Appendix # 1 .............................................................................................................................
30
Appendix # 2 .............................................................................................................................
31
Appendix # 3 .............................................................................................................................
32
Appendix # 4 .............................................................................................................................
33
Table of Contents
Introduction .................................................................................................................................
.... 5
Mission ........................................................................................................................................
6
Values ..........................................................................................................................................
7
SWOT
Analysis .............................................................................................................................. 7
Strengths ......................................................................................................................................
7
Weakness .....................................................................................................................................
8
Opportunities ...............................................................................................................................
8
Threats .........................................................................................................................................
8
PEST
Analysis ................................................................................................................................ 9
9
9
Social Factors ............................................................................................................................
10
10
Competitor
Analysis ..................................................................................................................... 10
Differential
Advantage .................................................................................................................. 12
analysis .......................................................................................................... 14
14
14
15
Supplier Power ..........................................................................................................................
15
15
Market ........................................................................................ 16
16
Globalization .............................................................................................................................
16
Target Market ............................................................................................................................
17
18
Category ......................................................................................................................................
.. 18
18
18
Strategic Action
Plan .................................................................................................................... 18
Objective
Strategies ...................................................................................................................... 19
Marketing
Communication ........................................................................................................... 20
23
Distribution
Channels ................................................................................................................... 24
Drinks ...................................................................................... 25
Company ............................................................................................... 25
Conclusion ...................................................................................................................................
. 26
References .................................................................................................................................
28
Appendixes ..................................................................................................................................
. 30
Appendix # 1 .............................................................................................................................
30
Appendix # 2 .............................................................................................................................
31
Appendix # 3 .............................................................................................................................
32
Appendix # 4 .............................................................................................................................
33
Executive Summary
This report aims to highlight the Marketing Planning of Coca Cola Company. It
discusses the
current strategic marketing strategies that are being planned and implemented by the
company
for attracting and retaining the customers. It provides an environment analysis of the
company
using SWOT analysis framework. It uses the Porter’s Five Forces Model to explain
the
competition existing within the beverage industry of Pakistan. The PEST analysis framework
is
taken into use for explaining the variables of Pakistan’s external environmental that
can
potentially have an impact over the beverage industry as a whole. Furthermore, the
industry
analysis and competition analysis has been done to provide a better picture regarding where
the
Coca Cola company exists in the Pakistani Market.
Executive Summary
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Introduction .................................................................................................................................
.... 5
Mission ........................................................................................................................................
6
Values ..........................................................................................................................................
7
SWOT
Analysis .............................................................................................................................. 7
Strengths ......................................................................................................................................
7
Weakness .....................................................................................................................................
8
Opportunities ...............................................................................................................................
8
Threats .........................................................................................................................................
8
PEST
Analysis ................................................................................................................................ 9
9
9
Social Factors ............................................................................................................................
10
10
Competitor
Analysis ..................................................................................................................... 10
Differential
Advantage .................................................................................................................. 12
analysis .......................................................................................................... 14
14
14
15
Supplier Power ..........................................................................................................................
15
15
Market ........................................................................................ 16
16
Globalization .............................................................................................................................
16
Target Market ............................................................................................................................
17
18
Category ......................................................................................................................................
.. 18
18
18
Strategic Action
Plan .................................................................................................................... 18
Objective
Strategies ...................................................................................................................... 19
Marketing
Communication ........................................................................................................... 20
23
Distribution
Channels ................................................................................................................... 24
Drinks ...................................................................................... 25
Company ............................................................................................... 25
Conclusion ...................................................................................................................................
. 26
References .................................................................................................................................
28
Appendixes ..................................................................................................................................
. 30
Appendix # 1 .............................................................................................................................
30
Appendix # 2 .............................................................................................................................
31
Appendix # 3 .............................................................................................................................
32
Appendix # 4Executive Summary
Introduction .................................................................................................................................
.... 5
Mission ........................................................................................................................................
6
Values ..........................................................................................................................................
7
SWOT
Analysis .............................................................................................................................. 7
Strengths ......................................................................................................................................
7
Weakness .....................................................................................................................................
8
Opportunities ...............................................................................................................................
8
Threats .........................................................................................................................................
8
PEST
Analysis ................................................................................................................................ 9
9
9
Social Factors ............................................................................................................................
10
10
Competitor
Analysis ..................................................................................................................... 10
Differential
Advantage .................................................................................................................. 12
analysis .......................................................................................................... 14
14
14
15
Supplier Power ..........................................................................................................................
15
15
Market ........................................................................................ 16
16
Globalization .............................................................................................................................
16
Target Market ............................................................................................................................
17
18
Category ......................................................................................................................................
.. 18
18
18
Strategic Action
Plan .................................................................................................................... 18
Objective
Strategies ...................................................................................................................... 19
Marketing
Communication ........................................................................................................... 20
23
Distribution
Channels ................................................................................................................... 24
Drinks ...................................................................................... 25
Company ............................................................................................... 25
Conclusion ...................................................................................................................................
. 26
References .................................................................................................................................
28
Appendixes ..................................................................................................................................
. 30
Appendix # 1 .............................................................................................................................
30
Appendix # 2 .............................................................................................................................
31
Appendix # 3 .............................................................................................................................
32
Appendix # 4 .................
1.1 Table of Contents
Executive Summary of your analysis................................................................................
Introduction about your COS and COE………………………………………………………
PEST
Politics, Rules and Regulations ………………………………………………………
COS Economy ………………………………………………………………………
COS Society and culture ……………………………………………………………
COS Technology ……………………………………………………………………
Global Competition Analysis ………………………………………………………………..
analysis .......................................................................................................... 14
14
14
15
Supplier Power ..........................................................................................................................
15
Bargaining Power of Buye
Porter model of five competitive forces......................................................................................
Threat of New Entrants ...............................................................................................
Buyer’s power………………………………………………………………………
Suppliers Power ..............................................................................................................
Existing Rivalry ...............................................................................................................
Threat of Substitute ....................................................................................................
Degree of rivalry ………………………………………………………………………
Primary competitor in your COS ………………………………………………………………
Strengths .......................................................................................................................
Weakness ....................................................................................................................
Target Market Analysis
Global Marketing Mix Strategies
Price Strategy
Promotion Strategy
Executive summary
The aim of the report is to outline the Marketing Plan for the Coca cola Company. It
highlights the current strategies that the company’s management team have in place to
implement in order to make more profits through maintaining their customers among
attracting more customers. It also discusses the existing competition underlying the Coca
Cola company which has been achieved by the use of the Porter’s Five Forces Model. It
explains the both the external and the internal competitions facing the company among the
factors in which they can county to remain the economic apex of proving the best beverages
in the country of Germany and the world at large. It also describes the companies surrounding
environment by the use of PEST that is Politics, Rules and Regulation, Economic, Social and
Society and Technology. the report looks into ways through which PEST analysis framework
or mechanism are used to explain the variations of the Germanys external environment which
might have a greater effect over the Coca cola industry. Also, the report shows the
approaches taken to improve and maintain a company’s good picture in the Germany.
Introduction
The Coca cola company was established back in the years (1883 – 1886) by an
American Pharmacist called John S. Pemberton. It has headquarters in Atlanta, Georgia,
United States. In Germany which is our Country of Specialty (COS), coca cola is products
are widely spread in every part of it borders. Across the Germany, Coca Cola is the best of all
the selling beverages even it not in every single state, for instance the former Easter Germany
state of Thuringia prefers Vita Cola to Coca Cola. Therefore, compared to other beverages,
Coca Cola has proven to have got the best and effective marketing and sales strategies in the
Germany.
Worldwide, Coca is the third best preferred beverages after Anheuser-Busch InBev
and Nestle SA. Per the recent research it holds about 33.014% of the most preferred
beverage. However, it market and sales strategies have been decreasing over the years since
the year 2016 when used to be the most leading beverage in terms of sales in the world with
approximately around 48.6% of the customers. Hence, these is the reason why I was
interested in carrying the marketing plan for the coca cola company to identify it areas of
weakness, mismanagement, strength and stiff competition among the other companies such
as Peps. However, with improvement of it marketing strategies, the Coca cola will remaining
to be among the top leading beverages drinks since it has got less sugar composition hence
making it to be more natural. The company major focus encouraging their feelings and
spreading love majorly to young and creative audience.
Strengths
One of the key strength of Coca Cola is that it has the strongest brand value in the
international market. There are many customers in both international and local market
of
Pakistan that prefer Coca Cola to Pepsi. Coca Cola has the ability to make
significant
investments in Marketing to improve its market share in the Pakistan’s market. The
international
leadership of Coca Cola is recognised across the globe. The company has maintained
strong
relationship with the strategic partners (Nesheim et al, 2015). The company is offering
wide
range of products. As the revenue is being generated from different regions of Pakistan,
risk is
diversified.
PEST Analysis
As shown in Appendix 3, PEST analysis is a framework, which is used to identify the
attractiveness of a region where business is being operated. It discusses the Political,
Economic,
Social, and Technological factors that do not only impact the business, but also the
overall
industry (Khan and Lee, 2015)
PEST Analysis
PEST analysis the framework which helps in identifying the surrounding environmental
conditions within which the investment company is operating in. As even per it initials, it
discusses the Political, Economic, Social and Technological factors surrounding the business
which directly or indirectly affect it operations.
Political Analysis
The political stability of the Germany is stable. In terms of political stability, it ranks position
nine worldwide. Hence, this provides the most favorable environment for sales of Coca cola.
Economic Analysis
The coca cola economic conditions of Germany are attractive apart from the decreased sales
as a result of the Corona pandemic. Hence Germany provides the best coca cola economic
environment for the coca cola to thrive in.
Social and Society Analysis
The health-conscious awareness has created the most challenging environment for coca cola.
It has made many Germans to shift to more healthier drinks such as juice hence making a
significance contribution towards coca cola sales decrease. Also, there some peoples
especially the old aged who prefer the local products and services compared to international
product
Technological factors
Germany being a developed country, its technology is very advanced. Hence, it provides the
highest level of technology required by the coca cola to produce the most quality products
among high level of marketing their products in a wide area.
Global Competition Analysis
The primary competitor of the coca cola globally is the PepsiCo beverage company. This is
because the two companies varieties of its products are almost similar hence competing for
the same targeted customers and markets.
Porter model of five competitive forces
Threat of Substitute Products
With the soft drinks industry threat of substitute products is very high, for substitutes of
coca cola is, e.g., energy drink water, hot tea and cold tea, mineral water, coffee,
juices. The
Coca-Cola Company has focused on these sectors to increase as well. New trends of the
market
are focused on health, conscious so the consumer is preferred to bottle water, and energy
drink
water and juices increasingly popular with this trend because they advertised those
products are
healthier than soft drinks. Caffeine is included in the soft drink so people take for this
purpose,
coffee; tea is also a substitute product. These are increasing numbers of varieties in the soft
drink
to change the consumer tastes. Overall the strong threat substitutes product’s qualities
and
innovation.
Threat of Substitute Products and New Entrants
Over the years many new companies producing substitutes of the coca cola have entered into
the market. For instance, the soft drink industry with products such as energy drinks, mineral
water and coffee has posed a lot of threat to the coca cola industry. With new trends of the
markets being focused and campaigning for health conscious, coca cola has to find various
approaches to improve the quality of its products to meets consumers health standards.
Supplier Power
Coca cola company having many specific stakeholders in almost every worldwide field, it has
got lower supplier power. For instance, because the company having specific stakeholders in
every bottling component makes it to have it suppliers as the manufacturer bottling also. To
increase its supplier power the bottling equipment should be distributed to other companies.
Bargaining Power of Buyer
Coca Cola Company has high buyer power. Its beverages are available in different places
such as supermarkets, retail shops and discounts store hence the buyer has got a wide area of
choice hence he/she chooses where there is higher discount.
Degree Rivalry
The Coca colas existing rivalry currently is only for the Pepsi Co but the Coke is larger than
the Pepsi but both the two beverage companies have got the controlling power pertaining the
production of the beverages or soft drinks.
Primary competitor in your COS
Strength
Coca Cola Pepsi Co
It has got dominants share in the worlds Employment of the acquisition strategy
beverage industry. resulting to increased sales.
Has got a strong financial base. Expansions of its productions with
involvement of food snacks.
Power over the buyers and the suppliers. Diversified portfolio.
Weaknesses
Coca Cola Pepsi
Water scarcity Low penetration powers outside the
America
Lack of Convincing power to the health- Limited business and consumer reach
conscious consumers. portfolio.
Lower supplier power. Weak marketing strategy for the health-
conscious consumers.
Targets markets Analysis
Target Market
Coca cola is globalizing
company and it has a good
brand name throughout
worldwide.
So they have a huge amount of
consumers ranging and
satisfied their different needs.
Coca cola
has proven that to satisfy all
levels of age groups they are
consuming the coca cola
products. So
the targeting to focus on the
best age grouped is 18 to
34 ages of people, because
this age of
group’s very huge volume
of potential. Because those
age groups who live home
up to 3
members. The second category
of age-targeted is 18 to 24-
year-olds, coca cola does not
target
this age group because this
not large sufficient to target
due to a consumer and the
brand
reputation is already
established. So the best
option is to select and
combining top two age
ranking groups of customer
Target Market Coca cola is globalizing company and it has a good brand name throughout
worldwide. So they have a huge amount of consumers ranging and satisfied their different
needs. Coca cola has proven that to satisfy all levels of age groups they are consuming the
coca cola products. So the targeting to focus on the best age grouped is 18 to 34 ages
of people, because this age of group’s very huge volume of potential. Because those
age groups who live home up to 3 members. The second category of age-targeted is 18
to 24-year-olds, coca cola does not target this age group because this not large
sufficient to target due to a consumer and the brand reputation is already established.
So the best option is to select and combining top two age ranking groups of customer
Supplier Power
Coca cola has low supplier power, in this case, this is the largest beverage company in
worldwide and supplier is a manufacturer bottling since the coca cola company have
specific
stakeholder in many bottling components. The manufacturing of this bottling equipment can
be
easily supplied other companies so that why supplier bargaining power is low. The raw
materials
it includes sweetie and water are normal, so without any problem supplier are easily
changed...
Bargaining Power of Buyer
In coca Cola Company has high buyer power, these beverages are available at
supermarket, cafeterias and discount stores. For the resale our products, these
companies
distribute soft drink in these stores. So the buyer needs to have the mostly large
amount of
discounts. Supermarkets and large stores buy a large amount of beverages.so the
company
Competitor Analysis
Firstly company analyses the state of an industry, it determines important factor and how
to create a strategy to make a profit eventually. So the coca cola company is focused
on the
beverage market of or soft drink industry competition, which is totally different from
other
industry competition structure.so the coca cola company, is a market leader and the first
mover
in the beverage industry and also has the best brand image all over the worldwide. The
main or
primary competitor of coca cola is PepsiCo; because The Coca Cola Company and
PepsiCo
range of products or varieties they have almost similar products
Social factors have significant impact over the sales and profitability of a business. For
instance; the awareness of being health conscious has encouraged many consumers of Coca
Cola
and Pepsi to shift from beverages consumption to those products, which are healthier like
Juices.
Additionally, there are many people living in Pakistan who still prefer to consume local
products
and services as compared to the international brands. This is one of the reasons why
local
manufacturers like Gourmet have been success in some parts of the country
(especially

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Table of Contents

American Pharmacist called John S. Pemberton. It has headquarters in Atlanta, Georgia,

spreading love majorly to young and creative audience.

Targets markets Analysis

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