An Analysis of The Coca Cola Company's Markets

Essay by ven April 2008

download word file, 7 pages 3.3

The Coca-Cola Company is one of the largest soft drink concentrate and syrup manufacturers which operate in almost all the countries in the world. During the first few months of 2000, Coca-Cola's market capitalization was almost three times that of its chief competitor, PepsiCo and at the end of the year 2005, PepsiCo was able to surpass Coca-Cola by $.5 bn. This was the first time in the history of the companies that Coca-Cola was valued less than its rival enemy. Coca-cola's relegation means that the company should do a thorough study and investigation, i.e. a marketing audit and recommending a plan of action to improve the company's marketing performance.



Brand name reputation

Great variety of products


Consistent powerful logo display.


Lack of understanding of cultural differences and consumer behaviour


Lack of financial resources by regional bottlers.


Increased brand recognisability and global strategy

Bottling system

Increase product line in less developed countries

Increasing product diversification.


New and viable competitors, PepsiCo


Changing attitudes of consumer towards health consciousness

Consumer buying power

Political and economic instability.


Seven P's of Marketing

- Product

The objectives of the Coca Cola Company are to ensure customer satisfaction.

They are in business with products and therefore they need to sell it and consequently, customers are necessary.

Coca Cola has a very good global market.

The market is growing everyday.

The Coca Cola Company is an established product but a few of their other products such as their energy drink and sugar free drinks, juice products, health products and bottled water are fairly new. These products will need a lot of promotion and explanation on its contents.

New products came later than PepsiCo.

Their main competitor is PepsiCo and people prefer Coca Cola products...