EAP 4 ASSIGNMENT COVER SHEET

Name: NGUYỄN DƯƠNG KHÁNH NGỌC I.D: 23004874

Class: EAP4-0923-8

Assignment: CASE STUDY

Assignment Question: COCA-COLA

Due date: 29/10/2023 Date submitted: 31/10/2023

 I hold a copy of this assignment if the original is lost or damaged.

 I certify that no part of this assignment or product has been copied from any
other student’s work or from any other source except where due
acknowledgement is made in the assignment.
 I affirm that no part of this assignment/product has been written/produced for
me by any other person except where collaboration has been authorised by the
teacher concerned.
 I am aware that this work may be reproduced and submitted to plagiarism
detection software programs for the purpose of detecting possible plagiarism
(which may retain a copy on its database for future plagiarism checking).

Note: An examiner or teacher has the right to NOT mark this assignment if the above
declaration has not been signed.

Student’s Signature: Date: 31/10/2023

EXTENSION – To be approved BEFORE original submission date

Supporting evidence sighted: Yes / No Extension approved / Extension not approved

If approved, new submission date ____/____/_____ Teacher’s Signature:___________________

Introduction:

This case study is about Coca-Cola Amatil Limited (CCA) was an Australian bottler of non-
alcoholic beverages. The top-selling bottled water brand in Australia. The company aims to
become the preferred supplier of both carbonated and non-carbonated beverages in the Pacific
region and expand into the health and wellbeing market category.

Recommended courses of action:

Linking brand value with positive consequences by Mount Franklin marketing that its
consumption promotes a sense of well-being. Effective advertisement and building loyalty
with Mount Franklin brand through its community partnerships with the National Breast
Cancer Foundation by the Drink Positive, Think Positive, campaign. Capitalizing on the
strength of brands by undertaking product line extension. Doing market research and
demographics to identify particular groups of customers.

Appraisal of recommended courses of action:

Demand for Coca-Cola Amatil goods will rise as a result of consumers becoming more aware
of the superior quality of the new Coca-Cola Amatil brand. Customers would surely embrace
Coca-Cola Amatil's products if they promoted a healthier lifestyle because they tend to equate
freshness with quality. This association shows how a product's positioning—in this case,
Mount Franklin as Australia's top pick for bottled water—represents the values of its
customers. Because there is little competition in this market, it is advised that purchasing and
consuming Mount Franklin water promotes a sense of wellbeing.

Conclusion:

The Coca-Cola Amatil brand will improve both its consumer base and corporate identity by
putting the aforementioned plan into practice. It will solidify its standing as an Australian
company that prioritises high standards and a healthy way of life.
Case Study: SWOT analysis CCA
S W O T
(Strengths) (Weaknesses) (Opportunities) (Threats)

 High brand  The  Healthier  Change of

awareness proportional beverages carbonated
share of were more beverages
 Range of carbonated using because using
products sugared of health behaviours to
account for drinks has conscious -> non-
more than been falling. product line carbonated
one-quarter of extension. sources.
all bottled  A shift toward
water sales in a healthier  Highly  More
Australia. life. demand for competitors
bottled water due to
 Sales of convenience. potential
bottled water enhanced
have water market.
increased
markedly over
the last ten
years.

 CCA has been

able to
establish a
sustainable
supply chain
able to adapt
to market
volatilities.