This paper, as part of the Coca-Cola Company
marketing plan, states that the marketing
objectives are to sell as much
product at the greatest profit margin to the largest targeted audience possible; to maintain dominant market share by constant awareness of its primary competitor, PepsiCo., and to find and develop new market segments. The paper defines the value-creation objectives for the new fruit drink focusing on the health aspects of the drink and the good and energetic tastes with campaigns geared to teenage consumers. The author includes a SWOT
analysis. Table of Contents
Market and Marketing Analysis What Is The Product Offering? What Are Competing Offerings? Who Could Benefit From The Product Offering? Why Do Customers Buy? Why Don't Customers Buy? How Is The Product Bought? How Is The Product Sold? Traditional Market Analysis SWOT Analysis for Coca Cola Company Strengths Weaknesses Opportunities Threats Market Audit Financial Status the Company Financial Status of Product Offering Financial Status of the Industry Integrated Marketing Analysis Traditional (Basic) Marketing Channel Comprehensive Marketing Channels Integrated Buying and Selling Processes Marketing Planning Company Objectives General Product Offering Objectives Segmentation and Target Marketing Objectives and Strategies Key Market Analysis Profitability Analysis; Longevity Analysis Value Creation Objectives & Strategies Image Management Objectives and Strategies Company/Organization Communication Objectives and Strategies Channel-based Timeline of Events Budget Evaluation of Performance Contingency planning