Executive summary The principal activities of the Coca-Cola Company are the manufacture, distribution and marketing of nonalcoholic beverage concentrates and syrups. The Group owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages. Coca-cola also distributes a variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coca-Cola manufactures, or authorizes bottling partners to manufacture, fountain syrups, which it sells to fountain retailers, such as restaurants and convenience stores. Fountain retailers use the fountain syrups to produce finished beverages for immediate consumption. Coca-Cola
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Even though Coca-Cola controls a large part of beverage market, the health-consciousness public could have a serious affect on sales. Smartly, Coke has already diversified into these markets, allowing them to gain further significant market share and offset any losses incurred due to fluctuations in the market. Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produced a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. It is very easy for consumers to switch to other beverages and this would require them to bear little cost or consequence.
Coca cola’s market objectives include gaining a 60% of the market for soft drink industry by December 2010. Increasing profitability to obtain a 20% return on capital employed by December 2010 and to increase awareness of the product on the market. Coca cola also plans to increase the size of the worldwide Coca Cola enterprise by 10%.
Marketing Strategies: Marketing Strategies include focusing on the company’s target market. Coca cola’s beverages are generally for all consumers. However, there are some brands, which target specific consumers. Their target market has been defined as multi-cultural youth of age 13 – 24. Coca