Coca Colas Marketing Audit

Document Type:Thesis

Subject Area:Engineering

Document 1

Customers have been demanding for the distribution of new products to the other markets such as the smartwater as well as the production of health conscious products especially less sugary beverages. The company however, has expanded the market for the new products (smartwater) as well as producing the zero sugar beverages. Besides, it has produced sizeable coated plastic bottles that keep the beverages fizzy and delicious when transported over longer distances and stored in warmer temperatures. The company also segments its environment into two and uses its external and internal business setting to determine its threats and opportunities. The company however, has an opportunity of making its products recognized across the globe. As such, Coca-Cola Company is an organization that sells its products to all generations.

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The products are produced in line with the changes in customer tastes and preferences (Kumar et al, 2013, p. The company mission; to inspire moments of happiness and to refresh the world cuts across all generations that constitute the company’s consumers. It is important to note that even though coca-cola does not have clear-cut segments of consumers, it has devised various techniques of marketing its products across all the generations. For example, for the young generation, Coca-Cola drinks are advertised and marketed as drinks that can be consumed in moments of happiness just as sporting and various gatherings that are inclusive of events (Tedlow, 2014, p. With the emergence of online markets due to a changing marketplace and the development of technology, the company has also started enabling its retailers to operate digitally to enable their customers to conveniently shop their products of choice.

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Besides, with people nowadays becoming more conscious about their habitat and the damage the products they consume have to their environment, they make their purchase decisions based on the ethical and social responsibilities of the company (Habib & Aslam, 2014 pp. To meet this need, the Coca-Cola Company has ensured that it produces products that are friendly to the environment as well as supporting efforts aimed at promoting and protecting the environment from damage. Company’s Environmental Scan, Opportunities and Threats Internal Business Environment The internal business habitat and its impacts are held in the firm’s executive. The critical internal habitats that the company ensures that are established involve efficiency in the production process, suitable association skills and efficient communication systems (Njanja & Ogutu, 2012 pp.

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Moreover, the company’s bottling group also allows it to seize benefit of numerous emerging opportunities across the continent, a design that permits Coca-Cola an chance to help a greater ecological, varied region (Ščeulovs & Gaile-Sarkane, 2011 pp. Threats The only big threat facing the company is a replacement. With the soft drink and beverage business being strong, the customers are not basically married to it. Probable replacement to the business, however, exerts more pressure on the company such as coffee, milk, chocolates, and tea. The increased health consciousness of the customers is a probable threat to the company despite dominating more than 40 percent of the beverage market globally (Ščeulovs & Gaile-Sarkane, 2011 p. Secondly, Coca-Cola can move to analyze the situation; how do the competitors compete in the market, the strengths and weaknesses of the competitors and how much the problem (competition) has affected the company.

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Thirdly, the company needs to get specific data about the problem (competition) in the industry. This can be obtained through a number of ways that include but not limited to checking the sales volume of the other companies in the industry, the type of products that the competitors are offering to the market, their market segment; the type of customers that heavily buy from the competitors and. Fourthly, the company needs to interpret the data so that they can understand the meaning behind the figures; interpretation of the data can be done using the comparison method (benchmarking) so as to establish who meets the needs of the customers better and in which way. For example, if the data collected indicate that majority of the customers are middle-class individuals; the probable interpretation is that the competitor (s) pricing strategy is better (Brodie et al, 2017, p.

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This is a technique that has been extended by a number of international companies such as Nike and Adidas which have used sports celebrities such as Usain Bolt to advertise their products. International beverages such as Diageo plc have also used sports personalities such as Thierry Henry to act as brand ambassadors for one of their brands; Guinness. According to Habibi, Laroche and Richard (2014, p. 129), the use of popular celebrities globally sends the message that the product is a new generation product that guarantees true moments of happiness. Therefore, Coca-Cola can choose some of the well-known celebrities worldwide to promote their advertising and marketing efforts. and Storbacka, K. Theorizing with managers to bridge the theory-praxis gap: Foundations for a research tradition.

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