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MBA FP6012 McAndrewVanessa Assessment4 Attempt1

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Running head: MARKETING MIX ANALYSIS 1
Marketing Mix Analysis for Coca-Cola
Vanessa McAndrew
Capella University

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MARKETING MIX ANALYSIS 2
Marketing Mix Analysis for Coca-Cola
The Pricing Strategy
One of the most important aspects of the marketing mix for Coca-Cola is the price. This
component that determines the revenue for a company and therefore, it is important for an
organization to choose the prices of their commodities with a lot of expertise. The pricing of
Coca-cola is based on the objectives that the company set to achieve. The pricing of Coca-Cola
is done basing on the geographic and market segmentation. Each brand of the product has a
different price strategy which is based on the pricing strategies of competitors such as Pepsi.
Coca-Cola has selected the strategy of price skimming to push the product to the market and to
increase its market penetration (Lu & Tiwana, 2015). This strategy is warranted by enough
customers who demonstrate their high demands for Coca-Cola. The strategy involves setting
high initial prices and then lowering the prices gradually to improve the penetration of the
product. The price for this commodity can be described as a mid-range because the company
uses the competitors pricing to meet the competition pricing, which is almost similar to that of
the competitors.
Analyze the Channels of Distribution
The distribution channel of the company can be described as among the best and well-
planned channels in the soft drink industry. The company positions the mind of the consumer
which makes it necessary for the retailers and wholesalers to restock the product for the
customers. Coca Cola sells its products to fountain wholesalers, canning and bottling consumers,
distributors, and even to major retailers. These consumers then distribute the products to the
retailers, petrol stations, corner stores, restaurants, and other intermediate consumers where the
ultimate customer buy the product (Lu & Tiwana, 2015). The company has also established

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Running head: MARKETING MIX ANALYSIS Marketing Mix Analysis for Coca-Cola Vanessa McAndrew Capella University 1 MARKETING MIX ANALYSIS 2 Marketing Mix Analysis for Coca-Cola The Pricing Strategy One of the most important aspects of the marketing mix for Coca-Cola is the price. This component that determines the revenue for a company and therefore, it is important for an organization to choose the prices of their commodities with a lot of expertise. The pricing of Coca-cola is based on the objectives that the company set to achieve. The pricing of Coca-Cola is done basing on the geographic and market segmentation. Each brand of the product has a different price strategy which is based on the pricing strategies of competitors such as Pepsi. Coca-Cola has selected the strategy of price skimming to push the product to the market and to increase its market penetration (Lu & Tiwana, 2015). This strategy is warranted by enough customers who demonstrate their high demands for Coca-Cola. The strategy involves setting high initial prices and then lowering the prices gradually to improve the penetration of the product. The price for this commodity can be described as a mid-range because the company uses the competitors pricing to meet the competition pricing, which is almost similar to that of the competitors. Analyze the Channels of Distribution The distribution channel of the company can be described as among the best and wellplanned channels in the soft drink industry. The comp ...
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