Research marketing application for the industry of Coca-Cola

Essay by lethanhtungUniversity, Bachelor'sC-, March 2008

download word file, 8 pages 3.0

Friday 19 May 2006

Research marketing application for the industry of Coca-Cola

Coca Cola was unquestionably the most famous fizzy dink in the market early 1886. It is the resplendent symbol of commercial industry. Once the Coca Cola managers understand its internal and external position in global market, it will motivate managers having an idea of what the customers need. Because of this, they can easily develop a marketing strategy. However, Coca Cola is also in trouble due to there are new competitors in market. According to the Guardian Newspapers Limited 2005, Pepsi is well known as the drink influences to the market as well as Coca Cola. In this case, Coca Cola's manager figure out the marketing required to develop. First of all, we analyses the Coca Cola internal business environment. Obviously, we should be able to understand of Coca Cola strengths, weakness, opportunities and threats. In term of marketing audit, these processes are contained in SWOT analysis.


Market leader, share market

Coca Cola's expertise

High quality of goods at low cost


Lack of activity to forecast to adapt business


Cost of production


New productions in market

New market in other countries

Develop communication


Competitors: Pepsi…

Changing in government regulation

Saturated market


- Strengths

In respect to Coca Cola's strengths, the consumers can valuate how important is Coca Cola in their buying habit. In facts, the super-markets can not serve customers without soft drink such as Coca Cola. Therefore, the Coca Cola market value has increased from approximately $6.7 billion to $55 billion over last ten years. People dink Coca Cola due to convenient reasons and comfort every ages. For instance, they can buy it any time in the vending machines which are set up in school, or public place. Further more,