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Strategic Marketing Plan

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Subject

Marketing

School

University of Phoenix

Course

MKTCB 574

Type

Homework

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Znqvanovyn099

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MKTCB/574 v1

Strategic Marketing Plan

Part A:

Coca-Cola Company

Headquartered in Georgia, the Coca-Cola Company remains an influential market leader

in various sectors, including manufacturing, marketing, and retailing beverages, more so the non-

alcoholic ones. Currently, Coca-Cola offers at least 500 brands globally. In most cases, it sells

the products in bottles.

The company’s mission is based on endurance. It declares its objectives and goals as an

essential organization that continues to serve and function as the standard against how it weighs

most of its decisions and actions (Anders, 2011). Three primary keys that define the company’s

mission are refreshing the world, creating value, inspiring, optimistic moments, and happiness.

Its vision statement includes working effectively to deliver its objectives, inspiring others to

provide a more excellent value and working environment (Anders, 2011). The company’s vision

is to provide the world with an extensive drinks portfolio to satisfy people’s needs.

Product line description

The company offers various products, including beverage drinks such as teas, coffees,

plant-based beverages, organic beverages, fruit juices, and sparkling water (Romaniuk, & Sharp,

2016). The most famous product that the company manufactures is the Coca-Cola product,

which is a soft drink.

Company information

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Strategic Marketing Plan

MKTCB/574 v1

Page 2 of 14

By 2020, the company had more than 90,000 employees, making it among the most

prominent companies globally. The company’s total equity stands at US$18.98 billion. On the

other hand, its total assets are US$86.38 billion (Anders, 2011). Finally, the company’s current

income is US$8.92 billion.

Environmental Analysis

The company’s external environment tends to be divided into microenvironment and

macro environment. Here, the macro-environment entails some uncontrollable factors, including

decision making, strategies, and businesses (Romaniuk, & Sharp, 2016). These factors

incorporate issues such as political, technical, legal, economic, and social aspects. While

analyzing the environmental aspects, the analysis will focus on competitive forces, political,

legal, economic, social, and technical issues.

Competitive Forces

The five competitive forces that control the company in its business practices are buyer

power, supplier power, the threat of new entrants, competitive rivalry, and substitution. The

company is currently experiencing low entry barriers within the beverage industry. This means

that there is zero capital requirement and limited consumer switching (Anders, 2011). As much

as several beverage companies across the globe, the Coca-Cola brand remains big and holds a

significant market share, unlike its rivals (Anders, 2011). The company also has loyal customers,

which gives it an advantage over its competitors.

Economic Forces

Various economic factors usually push the company’s sales. Some economic factors

currently affecting the company sales include interest rates, currency exchange rates, tax rates,

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MKTCB/574 v1 Strategic Marketing Plan Part A: Coca-Cola Company Headquartered in Georgia, the Coca-Cola Company remains an influential market leader in various sectors, including manufacturing, marketing, and retailing beverages, more so the nonalcoholic ones. Currently, Coca-Cola offers at least 500 brands globally. In most cases, it sells the products in bottles. The company’s mission is based on endurance. It declares its objectives and goals as an essential organization that continues to serve and function as the standard against how it weighs most of its decisions and actions (Anders, 2011). Three primary keys that define the company’s mission are refreshing the world, creating value, inspiring, optimistic moments, and happiness. Its vision statement includes working effectively to deliver its objectives, inspiring others to provide a more excellent value and working environment (Anders, 2011). The company’s vision is to provide the world with an extensive drinks portfolio to satisfy people’s needs. Product line description The company offers various products, including beverage drinks such as teas, coffees, plant-based beverages, organic beverages, fruit juices, and sparkling water (Romaniuk, & Sharp, 2016). The most famous product that the company manufactures is the Coca-Cola product, which is a soft drink. Company information Copyright 2020 by University of Phoenix. All rights reserved. Strategic Marketing Plan MKTCB/574 v1 Page 2 of 14 By 2020, the comp ...
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Tags: marketing plan Coca Cola manufacturing influential market leader marketing