Question

The Coca Cola Company

A description of the current marketing strategy of the coca cola company.

A description of estimated marketing or product challenges of the coca cola company.

Recommendations for changes to market segmentation, advertising or product positioning. May include tables or diagrams to support your recommendations.

Answer 1

Coca-Cola Co.

Coca-Cola Co. is an American multinational company which manufactures, retails, and markets the non-alcoholic beverage drinks and syrups. It was invented in Atlanta in 1886 by John Stith Pemberton. The CEO of Coca-Cola Co. is James Quincey since 2017.

            The key strategies of the company are according to the slogan, availability, affordability and acceptability of their drink and the brand throughout the whole world. The sustainable growth is the main strategy of this company. By this the company can create an image in the minds of the consumer and it will also increase the annual turnover of the company. Sustainable growth also refers to the market standing in future. Their strategic actions are;

· Brand establishment and customer relations: Because of this company’s market presence the consumers may expend another for buying their product avoiding an unheard product. They provide huge marketing techniques to create an image in the minds of consumer. By this they can create relations to the customers. And brand loyalty is great thing in consideration with the customer relationships.

· Increase financial efficiency: By providing great quality products to the consumer they can achieve huge financial return from their products. For doing this they should implement an error free organization. For this they implemented “zero-based work” in their organization. At the end of the year they evaluate their activities and find out the avoidable risks and errors. And taking corrective actions they can eliminate the risks.

· Competition: For removing the competition the one should provide great quality products with reasonable price. By maintaining this they achieved a huge return from their products. They provide around 500 products on their brand. By maintaining this they can simply eliminate the competitors.

Product Challenges of Coca-Cola Co.

· Emerging market performance: They have facing huge competition with the company Pepsi Co. They are also affecting domestic competition and international competition because Coca-Cola drink is an international product. Their main competitor is Pepsi Co. their product is also similar ac=s compared to Coca-Cola. They should implement better strategies in their product planning and marketing strategies.

· Health and wellness trends: Coca-Cola has wide variety of products in juice sector. The days are going rapidly, they should implement health and wellness materials in their product for market standing. Health and fitness ingredients are suitable for market in this competitive world.

· Low calorie cola performance: The governments across the world are put more concerns in obesity problems with drink. The sugar content and high calorie in the drink is the main reason for obesity problems. But the Coca-Cola were already implement sugar free ingredients in their products.

Recommendations for market segmentation and product positioning

· Geographic segmentation: Coca-Cola has a country wide supply chain but it only focused on urban and suburban areas. I think they more focus on rural areas too.

Some recommendations for Coca-Cola are that:

            They should focus more on developing long term strategy for their business rather than short term plans. And investment in India and China will leads to economic and other types of growth of the organization. It increase the customer reach and enhances the brand diversity and it leads to high turnover of the company. They can also acquire the domestic market in India and China. It will enhance the market share of the product because the domestic market of United States is note performing as well. As a result, the company should focus more on product and brand positioning and market segmentation and it will result in huge market share and high turnover.