Coca Cola Company Management Marketing

For assignment help please contact at help@hndassignmenthelp.co.uk or hndassignmenthelp@gmail.com

Marketing management is very core subject for every business in today's competitive world because it leads the company towards the righteous path of success and it also offers several options of growth and expansion while utilising the same level of resources and capital. In this assignment we have selected the Coca Cola Company and its product to be discussed in order to answer the questions. In this paper, being a marketing manager of the Coca Cola Company I have to evaluate the company's product portfolio, and I also have to complete a marketing audit to ascertain what products/services/brands are most successful and which ones are in decline.

Company Selected: Coca Cola

The Coca-Cola Company (TCCC) is a most important manufacturer, distributor and dealer of non-alcoholic drink concentrates and syrups. The corporation owns or certify more than 450 brands, counting diet and light beverages, waters, fruit drink and juice drinks, teas, coffees, and power and sports drinks. The corporation functions in more than 200 countries. The corporation is headquartered in Atlanta, Georgia and working 90,500 people as of monetary year (FY) 2007. The corporation recorded revenues of $28,857 million during FY2007, a boost of 19.8% over FY2006. The functioning profit of the corporation was $7,252 million during FY2007, an amplification of 15% over FY2006. The net income was $5,981 million in FY2007, an increase of 17.7% over FY2006 (Ham brick, 2004, P: 171-213).

Marketing management is very core subject for every business in today's competitive world because it leads the company towards the righteous path of success and it also offers several options of growth and expansion while utilising the same level of resources and capital. In this assignment we have selected the Coca Cola Company and its product to be discussed in order to answer the questions. In this paper, being a marketing manager of the Coca Cola Company I have to evaluate the company's product portfolio, and I also have to complete a marketing audit to ascertain what products/services/brands are most successful and which ones are in decline.

Company Selected: Coca Cola

The Coca-Cola Company (TCCC) is a most important manufacturer, distributor and dealer of non-alcoholic drink concentrates and syrups. The corporation owns or certify more than 450 brands, counting diet and light beverages, waters, fruit drink and juice drinks, teas, coffees, and power and sports drinks. The corporation functions in more than 200 countries. The corporation is headquartered in Atlanta, Georgia and working 90,500 people as of monetary year (FY) 2007. The corporation recorded revenues of $28,857 million during FY2007, a boost of 19.8% over FY2006. The functioning profit of the corporation was $7,252 million during FY2007, an amplification of 15% over FY2006. The net income was $5,981 million in FY2007, an increase of 17.7% over FY2006 (Ham brick, 2004, P: 171-213).

Building Brand Loyalty

At last, physically powerful brand picture is connected to brand loyalty. The more customer demands are content, the more consumers are emotionally involved to a product and booked by non-payment. Also, Coca-Cola's product image entails the purchase incidence that is boosted by effectual advertising movements and advertising strategies. In doing so, the business expands its client base and improves client faithfulness by meeting customer needs and lifting customer contentment (Stanne, et al. 2002, P: 133-154).

Coca Cola Declining Product

If we look towards the over all performance of the Coca Cola energy drink then we will realise that it is not very much lucrative so far as other products are. Coca Cola is leading the way of the soft drink business. There is not a put in the world that has for no reason heard of this drink. After over a century of dominating the soft drink business, Coca Cola now has determined its concentration on piercing the energy drink market.

Energy drinks have turned out to be extremely well-liked over the last few years. It is approximately not possible to go a whole day devoid of seeing someone consumer some kind of energy drink. People have turned out to be just as dependent relative on them as an every day cup of coffee. For many years, Coca-cola has recognized itself as one of the mainly able to be seen American soft drink manufacturers in the globe. Coca-cola is not a corporation that does not boundary itself to just one commerce section; it is always looking for the subsequently big course of action. The power drink is still in the growth stage of the product life cycle. Based on the achievement of energy drinks there are no indication that this market will grow any time soon. Even though there are many power drinks out there, yet there are only a small number of that stand out such as; Red Bull, Monster, and Sobe. According to Ezine articles, Coca-Cola has secured almost 8 percent of the energy drink market with its Full Throttle product. Dissimilar many of its competitor, Coca Cola's energy drinks is international and not just obtainable in some areas. Product placement has always been one of the much strength of Coca Cola. To safe its place in the power drink market Coca Cola is keen to obtain many of the lesser companies. This is obvious by Coca Cola's recent buy of Vitamin water. Coca-Cola goes the additional mile to make sure that it has a spirited edge on its rivals (Steiner, 2002).

Almost each market that Coca Cola has penetrated it has been winning. There is no cause to believe that it will not attain the similar results with its new entry into the power drink market. Its perseverance has always been a causal factor in the past. The power drink is still in the development stage in terms of marketing; Coca Cola's attendance in this market will make sure it long-term productivity.

Task 2

Marketing Plan of the Coca Cola Energy Drink

Market Analysis

The market analysis examines both the internal and external commerce surroundings. It is very important that Coca cola cautiously check both the internal and external aspects concerning it s commerce as both the internal and external surroundings and their own influences will be important traits in relation to Coke's success and continued existence in the soft drink manufacturing.

Internal Business Environment

The internal commerce surroundings and its pressure is that which is to a number of extents within the commerce manage. The main characteristic in the internal surroundings include competence in the manufacture procedure, through organization skills and effectual communication channels. To efficiently organize and monitor the internal business surroundings, Coke must demeanour repeated appraisals of the commerce s operations and willingly acts upon any issue, which cause inefficiencies in any stage of the manufacture and customer procedure.

External Business Environment

The External commerce surroundings and its power are more often than not influential forces that can have an effect on a whole manufacturing and, in piece of information, a whole financial system. Changes in the external surroundings will make opportunities or threats in the marketplace place Coca cola must be conscious off. Fluctuations in the financial system, changing purchaser attitudes and values, and demographic patterns a lot power the achievement of Coca Cola products on the marketplace and the welcome they be given from the customers (Steiner, 2002).

Building Brand Loyalty

At last, physically powerful brand picture is connected to brand loyalty. The more customer demands are content, the more consumers are emotionally involved to a product and booked by non-payment. Also, Coca-Cola's product image entails the purchase incidence that is boosted by effectual advertising movements and advertising strategies. In doing so, the business expands its client base and improves client faithfulness by meeting customer needs and lifting customer contentment (Stanne, et al. 2002, P: 133-154).

Coca Cola Declining Product

If we look towards the over all performance of the Coca Cola energy drink then we will realise that it is not very much lucrative so far as other products are. Coca Cola is leading the way of the soft drink business. There is not a put in the world that has for no reason heard of this drink. After over a century of dominating the soft drink business, Coca Cola now has determined its concentration on piercing the energy drink market.

Energy drinks have turned out to be extremely well-liked over the last few years. It is approximately not possible to go a whole day devoid of seeing someone consumer some kind of energy drink. People have turned out to be just as dependent relative on them as an every day cup of coffee. For many years, Coca-cola has recognized itself as one of the mainly able to be seen American soft drink manufacturers in the globe. Coca-cola is not a corporation that does not boundary itself to just one commerce section; it is always looking for the subsequently big course of action. The power drink is still in the growth stage of the product life cycle. Based on the achievement of energy drinks there are no indication that this market will grow any time soon. Even though there are many power drinks out there, yet there are only a small number of that stand out such as; Red Bull, Monster, and Sobe. According to Ezine articles, Coca-Cola has secured almost 8 percent of the energy drink market with its Full Throttle product. Dissimilar many of its competitor, Coca Cola's energy drinks is international and not just obtainable in some areas. Product placement has always been one of the much strength of Coca Cola. To safe its place in the power drink market Coca Cola is keen to obtain many of the lesser companies. This is obvious by Coca Cola's recent buy of Vitamin water. Coca-Cola goes the additional mile to make sure that it has a spirited edge on its rivals (Steiner, 2002).

Almost each market that Coca Cola has penetrated it has been winning. There is no cause to believe that it will not attain the similar results with its new entry into the power drink market. Its perseverance has always been a causal factor in the past. The power drink is still in the development stage in terms of marketing; Coca Cola's attendance in this market will make sure it long-term productivity.

Task 2

Marketing Plan of the Coca Cola Energy Drink

Market Analysis

The market analysis examines both the internal and external commerce surroundings. It is very important that Coca cola cautiously check both the internal and external aspects concerning it s commerce as both the internal and external surroundings and their own influences will be important traits in relation to Coke's success and continued existence in the soft drink manufacturing.

Internal Business Environment

The internal commerce surroundings and its pressure is that which is to a number of extents within the commerce manage. The main characteristic in the internal surroundings include competence in the manufacture procedure, through organization skills and effectual communication channels. To efficiently organize and monitor the internal business surroundings, Coke must demeanour repeated appraisals of the commerce s operations and willingly acts upon any issue, which cause inefficiencies in any stage of the manufacture and customer procedure.

External Business Environment

The External commerce surroundings and its power are more often than not influential forces that can have an effect on a whole manufacturing and, in piece of information, a whole financial system. Changes in the external surroundings will make opportunities or threats in the marketplace place Coca cola must be conscious off. Fluctuations in the financial system, changing purchaser attitudes and values, and demographic patterns a lot power the achievement of Coca Cola products on the marketplace and the welcome they be given from the customers (Steiner, 2002).