Coca-Cola Company Marketing

Leadership and business management

1. Provide company profile

The Coca-Cola Company has the headquarters in Atlanta, Georgia in the United States of

America. The company came into existed in January 1892. Today, the corporation has

merchandise almost worldwide. The enterprise has since existed as a manufacturer, retailer,

and marketer of non-alcoholic drink concentrates and syrups. Other than the main products,

the Coca-Cola has subsidiaries such as minute maid, Coca-Cola enterprises, energy brands,

and innocent drinks among other. The company today supplies products globally and has

remained the strongest non-alcoholic beverage company worldwide.

Mission and vision

`Coca-cola company as the vision statement that states, “Our vision serves as the framework

for our Roadmap and guides every aspect of our business by describing what we need to

accomplish in order to continue achieving sustainable, quality growth”( Gillespie, and

Riddle, 2015). The vision revolves around people, portfolio, partners, planet, profit

maximization and productivity.

The mission statement states that “Our Roadmap starts with our mission, which is enduring.

It declares our purpose as a company and serves as the standard against which we weigh our

actions and decisions”( Gillespie, andRiddle, 2015). The statement focuses on refreshing the

world, inspiring moments of opportunities and creating value and making a measurable

difference.

Coca-cola marketing objectives

Coca-cola company marketing strategies geared towards increasing product consumption,

maximum out letting of products universally, increase brand reputation, to ensure safety and

health of consumers by going natural and production of products of low calories. To achieve

all these, the company majorly aimed at increasing brand awareness.

Marketing opportunities

Coca-cola realized the change in consumer preference where the potential consumers

tend to look for health beverages (having little sugar). The opportunity called for production

of healthy products that would meet the consumer taste and preferences. Secondly, the other

opportunity in exploring other markets to increase consumer base and sell more products.

The company received much criticism and public outcry when it came out those coke

products contributes immensely to the rising indices of obesity in the USA and across the

world. The complaints led to the strategizing thus the realization of a marketing opportunity

by producing coke free products and releasing them onto the market. Also, the change in

consumer preference towards coke as they tend to drink natural juice and waster leaving coca

cola products led to the identification of the marketing opportunity of product diversification.

With the increasing competition, the company had to rethink how it approaches the market.

Competition from Pepsi and companies producing natural juices led to the shrinking of

the market predominantly occupied by Coca-Cola Company (Sauerbronn, Barros, and Faria,

2018). The management thus saw it wise to come up with a new marketing strategy to take

the customers back. That informed the decision for the company to focus on reaching out the

market with various campaigns and new products through various sponsored activities like

sports and advertisements over the media.

Marketing opportunities and the organizational goals

The company’s mission statement aims at refreshing the world, inspiring happiness and

creating value that makes differences in the society. Coca-cola aims at conducting business in

the most unique style available and easily distinguishable from competitors. The idea of

going natural in some products as a marketing opportunity, therefore, conforms to the

mission statement of the organization. As the consumers shifted attention to companies

producing water and natural fruits, the company swiftly ventured into production of a minute

maid and Dasani drinking water. The availability and the desire to continue to refresh the

world informed the decision.

Increasing the production capacity to reach out to the rest of the world has always been

the objective of coca cola. The company today has branches all over the world and continues

to expand growth as desired in the mission and organizational goals. With the shrinking

market dominance as a result of the increased number of competitors, the company chose to

exploit the marketing opportunity of advanced campaigns and worldwide marketing to

inform, remind and capture more customers. The campaign aimed at reaching new markets,

convincing more clients and ensuring worldwide happiness as indicated in the company’s

mission statement.

Impact of the opportunities on the customer base

The potential consumers of coca cola products seemed to have changed the taste. The

company’s idea of introducing healthy and coke free products brings the aspect of

reinventing (Shenkar, Luo, and Chi, 2014). The consumers will definitely embrace the new

products like water leading to increased sales volume on the company. The move to produce

coke free minute maid aims at reaching out to the customer niche with concerns over their

health and wellbeing more specifically, that shying away as a result of fears of coke

contributing to obesity.

As the company aims at increasing campaigns, The consumers will get the knowledge of

the new products as well as get the opportunity to get informed based on the already existing

allegations in the market about coke presence in coca cola products. In the long ruin, these

marketing opportunities will take the company much closer to the consumer.

References

Gillespie, K., & Riddle, L. (2015). Global marketing. Routledge.

Sauerbronn, F. F., Barros, D. F., & Faria, A. (2018). Coca-Cola and strategic CSR. In The Dark

Side 3 (Vol. 55, No. 64, pp. 55-64). ROUTLEDGE in association with GSE Research.

Shenkar, O., Luo, Y., & Chi, T. (2014). International business. Routledge.

Place new order. It's free, fast and safe

Paper type

Deadline

Page count

550 words

Total price: $ 15.00

Our customers say

Jeff Curtis

USA, Student

"I'm fully satisfied with the essay I've just received. When I read it, I felt like it was exactly what I wanted to say, but couldn’t find the necessary words. Thank you!"

Ian McGregor

UK, Student

"I don’t know what I would do without your assistance! With your help, I met my deadline just in time and the work was very professional. I will be back in several days with another assignment!"

Shannon Williams

Canada, Student

"It was the perfect experience! I enjoyed working with my writer, he delivered my work on time and followed all the guidelines about the referencing and contents."

Coca-Cola company marketing

Place new order. It's free, fast and safe

Our customers say

Jeff Curtis

Ian McGregor

Shannon Williams