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Marketing Plan and Research Report of Coca-Cola
Executive summary
The Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).
In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.
External environment analysis
A well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.
For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.
•Political Analysis
Shifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. 100crypts攻略In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.
•Economic Analysis
According to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities. According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.
•Social Analysis
Living a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.
•Technological Analysis
The rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.
In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.
•Threat of new entrants
Compared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants.
•Threat of substitute products
As is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water
倪志福钻头and sports drinks.
•Bargaining power of customer刘荃
With thousands kinds of wdm驱动non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.
•Bargaining power of suppliers
As the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.圆点-U
导弹 •Intensity of competitive rivalry
Relied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companie
s out of carbonated beverage, they all spare no effort to gain market share in the relevant industry.
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