A Case Study Of Coca-Cola's Marketing Strategy

Introduction

Companies large and small have to consider their marketing options in order to fully achieve their aims and objectives. One of these options would be marketing planning. What is marketing planning? It is a systematic process concerned with the organized sale of a product. There are different strategies to market a product, marketing strategies differ when taking into consideration the types of business, their profitability and their ability to sell product (marketability). The reason why I have chosen Coca Cola as the company to study is because I am huge consumer of all of their products. Another reason is that I live in Jamaica which is one of the few world wide markets where Pepsi outsells Coca Cola according to data from …show more content…
Positioning map is a type of graphed chart the can help to look at two specific coca cola characteristics and it give the ability to compare those two characteristics as to how the customers see it versus their competition. In this way coca cola can see it’s closest competitor in the market and create a focus point on what they need to improve, which would most likely be marketing. It can also give an Idea of how to spread of intensify their marketing reach. This could give insight on if people are getting tired of coca cola and if they should change their strategies and maybe even their …show more content…
Porter’s five-force analysis would be ideal in analyzing the situation facing Coca-Cola. Competitor analysis as it is otherwise called is used to look at the competition within an industry. According to porter there are five aspects that need to be examined, threats of the new entrants to an industry, threats of substitutes, bargaining power of suppliers, bargaining power of buyers and extent of rivalry among the existing competition. For the purpose of this extended essay the two areas of concern to coca cola would be the extent of rivalry between competitors and to a greater extent the threat of substitutes. The other three factors would not have a great role in Coca-Cola 's current situation. For example with the bargaining power of buyers, buyers would have greater bargaining power when there is a high level of standardization in the industry according to porter. This is an industry that is highly differentiated and so bargaining power of buyers would be somewhat limited. In the case of the bargaining power of the suppliers, suppliers will have strong bargaining Power where it has a level of Monopoly Power and many sellers according to the theory. Coca-Cola being a very large company with significant market share would be able to counteract any such influence by suppliers because of its size. In terms of what would be major threats to Coca-Cola