Marketing Report on Coca-Cola

Marketing Report on Coca-Cola

2008

Marketing Report on Coca-Cola

Introduction

Pricing becomes one key factor determining the saleability of a product in market that exhibit a fierce competition . At retailing industry price becomes a marketing component that plays significant part that determines the success of a company . The underlying reason is the fact that the industry has many players that competes one another in to acquire as many as customers and revenue as well

In soft drink industry where the competition involves two giant producers : Coca Cola and Pepsi

Co , price also become one influential factors since in several markets , the price of two similar products is about the same . In addition , the industry also exhibits the competition with other products such as Delmonte Juice , water , sport drink , and energy drink , to name a few

The fact that customers prefer Pepsi cola to Coca cola in terms of taste , as revealed by the blind test several decades ago , suggest that brand equity become the driving factor that entice customers to buy Coca cola than Pepsi cola

Concerning the beverage competition , this will discuss about the marketing report for Coca Cola during the upcoming events , London Olympics 2012 , that includes the environmental factors , SWOT analysis PEST Analysis , marketing strategy through STP (segmentation , targeting positioning , designs of marketing campaign , and advertising plan

Environmental Analysis

In general , corporations at any size are influenced by external and internal situations and condition that influence them at different level . Several external factors that influence a company includes antitrust Act , technological advancement , changes of customers preferences , export and import policy , and customers ' demand . These kind of external factors coupled with internal factors may become winning strategy if corporations can utilize and manage them appropriately and effectively

In to assist business in recognizing external factors that influences them scholars , researchers , and business practitioners develop appropriate tools that also provide solutions to deal with those factors . Among many external factor and internal analyses , SWOT analysis and Marketing Strategy are business analysis tools that commonly used by business practitioners to figure out and explore issues that influence the rise and ruin of an industry

SWOT Analysis

SWOT analysis composes of strengths (S ) and weakness (W ) as internal factors while the external factors consist of opportunities (O ) and Threats (T . The use of SWOT analysis is advantageous since it provides information that is useful to match the companies ' resources and capabilities to existing business environment in which the company competes

Strengths

Strength is the one factor in analyzing internal factors that influence a company . The component describes any resources and capabilities that support a company to achieve its competitive advantage such as patents excellent reputation , low cost structure and many more

Although a blind test in 1970s shows that customers prefer Pepsi to Coca Cola in terms of taste , still in reality Coca Cola gain better financial and sales performance . This is because the competition in the cola industry is much more about brands and value rather than...