Coca Cola

Coca Cola

Mission and Vision Statement

The mission and vision of the Coca Cola company are to “refresh the world” and spread happiness. These are well illustrated through the media advertisements that the company makes. The company also had the idea of diversifying its portfolio of offerings by manufacturing a wide range of soft drinks.

Company Description

The Coca Cola company was founded by a Chandler in 1886. The headquarters of the company is located in Atlanta, Georgia, United States. It one of the companies amongst the top ten companies in the world, and it has been able to maintain its position as the leading company in the brand in items of the value of the brands up to 2013 from 2000. Currently, the company is ranked in the third position after Apple Inc. and Google Inc. in terms of brand costs.  Coca Cola is a multinational company that has its route in almost the whole world. The company is currently involved in marketing, retailing, manufacturing of syrups of non-alcoholic drinks, and other products. The fundamental product of the company is the Coca Cola drink, and it is the company’s flagship product, the product was invested by Pemberton, a pharmacist in Columbus. The current CEO of the company is Muhtar Kent, and he is also the chairman of the company.

Company product offering

The company offers various types of soft drinks. The major product of the Coca Cola company that the consumers benefit from a lot after buying is the soft drinks. This is the actual product of the company that delivers features of the core of the product to the consumer. Consumers will opt to purchase the Coke products since they are of high quality and high standards, these are the characteristics of the  Coca Cola products. The extra services and benefits that a customer receives from the company are the augmented products. The augmented level of soft drinks is very low since they are consumable goods. Although the Coca Cola company offers a complainant phone and a helpline service for the customers whose satisfaction is not met by the product or have some feedback information which they wish to make on the products.

Secondary marketing research

During the time of implementation of the new Marketing Plan, the company is needed to address the market, which it is targeting and conduct the relevant details to make sure the new marketing plan is different from the old one and it is better for the company.  A good business plan is required to gather the necessary information to solve the problems of the company. The types of information which a marketing plan should contain to solve the problems are; exploratory research, which explains the company’s problems and gives various ways of solving the problem.  The other one is descriptive research, which is used to describe and measure things like the characteristic of the targeted market and the product’s market potential. The last one is the casual research, which is used in the testing of the hypothesis concerning the relationship cause and effect.

Industry Analysis

The Coca Cola company seeks the adaptation of acquisition and merger to improve the growth of market and revenue share. The company leads in the industry of beverage drinks in the world, this is a good chance for the company to improve, and it is the first mover in the market of soft drinks.

SWOT Analysis

The SWOT analysis framework is used by the company to analyze the company’s external and internal environment. The analysis is a common framework that is used by various firms across the world. It confines the analysis of the internal environment through the use of strengths and weaknesses of the company and the analysis of the external environment through the use of opportunities and threats.

Strengths

• The companies bottling system
• The product’s image
• The company’s branding
• Dominant market share in the soft drinks industry
• The loyalty of the customers.
• A large portion of sponsors.
• The strong channel of distribution.

Weaknesses

• Aggressive competition with competitors
• Negative publicity.
• The dominance of markets by the competitors
• Diversification of the company’s product
• Health concerns

Opportunities

• Increase their presence in developing countries.
• Use an advanced system of the supply chain.
• Diversify the segments of new products after their introduction.
• Expand the segment of the existing products, such as packaged water.
• Supply chain management.

Threats

• The controversy of water usage.
• The controversy of packaging the company’s products.
• Indirect and direct competition.
• Scarce raw materials’ sources
• Strong competition from Pepsi.

Product description

The company can introduce ready to drink Coca Cola coffee. It will be a new product in the industry, and it will fetch a good market since the company’s name has already been established in the United States.

Target market(s)

The main target of the product in the market will be coffee drinkers. Many people of different ages and races prefer coffee to tea. In most of the offices in the United States, people are used to taking ready coffee since the time for the offices to provide the workers with coffee is limited, and the service is a bit expensive. Even sometimes, while outside, most of the individuals are seen to be taking take always of ready coffee in comparison to tea.

Positioning strategy

             The product positioning should just range within the other coffee drinks producers to maintain the preference of the product in the market.

Marketing objectives

• The objectives of market share; the company goal should be to gain over 50% of the market within one year.
• The objectives of profits. The company’s goal on profits should achieve over 25% return on its capital by the end of the first year.
• Growth objective. The goal of the company should be to enlarge the company with more than 15% in the first year.

Keys to Success

The product has a flavor of coke, which is not produced by any other company. There is no other ready to drink with coke’s taste; hence the coffee is going to be unique.

MARKETING PLAN Section 3

Strategies

Product

• Develop multiple products
• Redefine the maximum available volume of the products
• Availability if the products.

Promotion

• More advertisements
• More sponsorships

Placement

• Place industries in suitable places
• A suitable clean environment for newly established companies.
• Different shops of the product within major cities in the United States.

Pricing

• The average price, to avoid pushing the customers away.
• The margin of the price for different volumes should be considerable.

Sales and Expense Forecast

With the smallest size of a cup of the ready to drink coffee going at about $3.5, the company approximates to sell total revenues of about $1 billion. The revenue is approximated to be $0.69 billion. It illustrates the drink is profitable and can be implemented.

Evaluation

The company is the leading company in supplying of non-alcoholic drinks globally. The brand is widely known for the provision of soft drinks, water, energy drinks, and sports drinks in many countries in the world.

Executive summary

The company’s inability to carry out its marketing program has made the investors scrutinize the company. The company should embark on reviewing and collecting its internal and external environments after reviewing the analysis of both environments.