Coca-Cola Company Assignment Example | Topics and Well Written Essays - 6750 words

Coca-Cola Company - Assignment Example The company produces ready to drink juices and teas in over 100 flavors. There has been a visible decline in the consumption of carbonated drinks as a result of the rising health concerns. Carbonated drinks make up a significant portion of Coca-Cola's sales. This is a good opportunity to increase sales of the non-carbonated drinks by entering into newer untapped markets. This document serves as a marketing plan for Minute Maid healthy beverages for the subsequent 12 month period. 2. Situation Analysis 2.1 SWOT Analysis The SWOT analysis is used to determine the internal strengths and weaknesses of an organization and the external opportunities and threats. The SWOT Analysis for Minute Maid is as follows: Strengths Weaknesses Strong brand with world wide recognition Strong supply chain Established distribution channels Excellent financial performance Quick response to market need Partnerships and licenses with other brands Standing out against competition in the saturated market More customer loyalty to the core the Coca-cola products Dormant market demand for soft drinks Opportunities Threats Changing consumer trends towards soft drinks Entering new market segments Developing further partnerships with other brands Competition Health concerns Risk of cannibalization Table 2.1 SWOT Analysis 2.2 FEPSOS Analysis Marketing Functions Marketing functions for Minute Maid include its strong branded high quality products which are designed around customer needs. The products are priced to deliver value and quality to the customers in monetary and non- monetary terms. The products are backed by and effective, extensive and result oriented marketing mix. Minute Maid also has a... Coca-Cola Company is the world's largest manufacturer, marketer and distributor of carbonated soft drinks and other beverages. The company was established in 1886 and has been successfully operating business over a span 123 years. Coca-Cola has established its presence in more than 200 countries and has 92,400 employees across the globe. The company boasts a product portfolio of over 3000 beverages and has a world wide market share of 47.2% with sales of 4107.1 million cases (1). There has been a visible decline in the consumption of carbonated drinks as a result of the rising health concerns. Carbonated drinks make up a significant portion of Coca-Cola's sales. This is a good opportunity to increase sales of the non-carbonated drinks by entering into newer untapped markets. Marketing functions for Minute Maid include its strong branded high quality products which are designed around customer needs. The products are priced to deliver value and quality to the customers in monetary and non- monetary terms. The products are backed by and effective, extensive and result oriented marketing mix. Minute Maid also has a strong distribution network which delivers its goods to the customers where and when they are needed. Porter's Five Forces Model can be used to analyze th