MK0272 Essay

3689 Words Nov 22nd, 2014 15 Pages
MODULE TITLE: MARKETING PLANNING AND RESEARCH
MODULE CODE: MK0272
STUDENT NAME: LU XUELU
STUDENT NUMBER: 13039825
HAND IN DATE: 01.07.2014
TUTOR: ANDERS WAPPLING
WORLDS:

1.0
Executive summary…………………………………………………. 2
2.0 External environment analysis…………………………………2
3.0 Market strategy…………………………………………………….....5
4.0 Marketing research result ………………………………….....6
5.0 Marketing mix summary………………………………………...9
6.0 and 7.0 Detailed strategy for promotion and Controls…10
8.0 Reflection Stateme…………………………………………..... 13
Reference list…………………………………………………….........16
Appendices……………………………………………………............19

1.0 Executive summary
The Coca-Cola Company
…show more content…
Besides United States Coca-Cola will not stop its marketing step around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their important battlefield in the future because this is where major growth opportunities lie.
In addition, consumers are moving towards a healthier lifestyle, which accordingly makes Coca-Cola to extend product diversification to fulfill their demands. What can Coca-Cola get in this new market countless opportunities.
More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).

4.0 Marketing research result
In this section, the data collected from the questionnaire survey are presented and analyzed to clarify the problems to be solved in the marketing strategies for Coca cola. First, the demographic characteristics of this study sample are summarized to show which groups are reflected by the survey. Second, the items that ranked below 4 (the dividing line between satisfaction and dissatisfaction) are listed to clarify the problems faced by Coca

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