marketing

Essay by saad123College, UndergraduateA+, March 2014

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Final Presentation

Principle of Marketing

(Developing a Marketing Plan of Coca-Cola, Pakistan)

Submitted by :

Saad shahzad (12046005005)

Muttayab khan (12046005035)

Usman Khalid (12046005006)

Submitted to :

Mr. Zeeshan shakuat

Class: BBA (H) Fall 2013

University of Management and Technology

Submission Date: 31st December 2013

Acknowledgement

First of all we will like to thank Almighty ALLAH who has blessed us with knowledge, understanding and ability to do the project.

This project is a dedication to our parents who have enabled us to stand on our own feet and have guided us in all matter of life.

We are also thankful to our teacher Mr. Zeeshan shakuat who has helped us in increasing our knowledge about marketing.

May ALLAH bless them Ameen.

O my Lord! Open for me my chest and ease my task for me , and loose the knot from my tongue that they may understand my speech. (Ta-Ha: 25-28)

The objective of this project is to overview the marketing strategies of Coca-Cola.

C o n t e n t s

Page

Executive Summary …………………………………………………………………………………………………………………………………….4

Introduction………………………………………………………………………………………………………………………………………………..4

Vision, Mission & Values...................................................................................................................................5

Goals ………………………………………………………………………………………………………………………………………………………..…6

Coca-ColaToday…………………………………………………………………………………………………………………………………………..6

Portfolio ………………………………………………………………………………………………………………….………………………………….6

BCG Matrix ………………………………………………………………………………………………………………………………………………….7

Financial Analysis ………………………….………………………………………………………………………………..……………….….………7

Current Market Situation……………………………………………………………………………………………………….………………….…8

Micro-Environment …………………………………………………………………………….………………………………….……………………8

Macro-Environment ………………………………………………………………………………………………………………………….…….....11

SWOT Analysis ………………………………………………………………………………………………………………………………………….…14

STP Module ………………………………………………………………………………………………………….……………………………………..15

Segmentation ……………………………………………………………………………………………………….…………………………………….15

Targeting ……………………………………………………………….……………………………………………….……………………………..……17

Market Positioning ……………………………………………..…………………………………….…………….………………………………….17

Marketing Mix ……………………………………………..………………………………………………………….………………………………….17

Recommendation ……………………………………………………………………………….………………………………………………………18

Conclusion ……………………….…………………………………………………………………………………………………………………………19

Executive Summary

The Coca-Cola Company is a global business enterprise and one of two main soft drink sellers. The Study of this report helps the reader to know that how Coca-Cola has achieved its current market position. This report highlights those factors that company has adopted during its long journey of 52 years in Pakistan. The report includes mission, vision, goals and objectives, micro-environment, macro-environment affecting coke. It also includes segmentation, targeting, positioning, 4ps and recommendations.

The reader of this report...