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Marketing Strategy Analysis Of Coca Cola

3197 words - 13 pages

Task:As a marketing consultant, working for Coca-Cola, you are required to provide them with a report based on your analysis of the situation highlighted in the attached report form the Guardian newspaper and your own research.Your report should cover the following areas;A marketing audit of their businessOne new marketing objective for Coco-Cola. You should indicate the actions the company would have to undertake for the next twelve months to achieve this objectiveINTRODUCTIONThis report serves as a comprehensive marketing audit of Coca-Cola. This audit examines the internal and external operating environment, the varied strengths, weaknesses, and other market forces driving change at Coca-Cola. To effectively conduct this analysis several tools and techniques were used to thoroughly examine the environment. They include:P.E.S.T and SPICC Analysis, which was used to examine the external environment.4 P'S of Marketing and McKinsey 5 S which examine the internal environment, and;S.W.O.T AnalysisAdditionally consideration of the market size, structure and current trends were analysed to make informed recommendations.AUDIT OBJECTIVESThe objective of this marketing audit is;To review the current marketing environment of Coca-Cola and prepare recommendations to improve Coca-Cola's market share and competitive advantage.Utilise the results of the audit to create at least one new marketing objective for Coca-Cola.P.E.S.T. ANALYSISHaving examined the political, economic, social and technological trends, useful information was generated for a strategy formulation, at Coca-Cola. The following represents a summary of the findings: (Refer to appendix 1 for definition of PEST Analysis).PoliticalManufacturers of soft drinks are increasingly guarded by legislation affecting health and safety. It is now mandatory that ingredients must be clearly labelled and an increasing amount of additives are not allowed. Coco- Cola must adapt to meet changing legislative requirements.There has been increased focus on using international standards and benchmarks such as standards developed by the International Organisation for Standardisation(ISO).EconomicSignificant economic growth in non-traditional or developing markets has taken place, economies such as China, Russia and Latin America.The economic environment impacts on the purchasing power of consumers. For example, when the average income decreases a consumer has less buying power and vice versa. Additionally, there have been increases in the minimum wages in several jurisdictions.SocialThe population is becoming more educated on health issues; greater emphasis is now placed on healthier lifestyles, increasing demand for, healthy beverages. Globally, the greatest concern to which the food and beverage industry must respond is the rise in obesity.Additionally, issues of global warming and other environmental concerns are receiving more attention. Pressures for reducing waste and using environmentally friendly products...

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