Marketing plan for COCA COLA Essay Example | Topics and Well Written Essays - 4000 words

Marketing plan for COCA COLA - Essay Example 5). From the economic perspective, marketers create utility or benefit in forms of time, ownership, place etc (Boone and Kurtz, 2009, p. 5) that produce the want satisfying power for the ultimate users of the products or services in the market. The contemporary marketing environment is highly complex and dynamic due to the influence of technology, competition, and globalization and so on and therefore no marketer would be able to succeed in its market landscape unless it plans better for the future. In order to identify marketing potential and threats for a particular product or service, the marketer has to foresee how different marketing variables can impact its business. Marketing plans in recent years have attracted wider attention of business organizations, because these are found to have helped marketers establish a stronger competitive stance and maintain long term profitability through sustainable competitive advantage. This paper presents a detailed marketing plan for Coca-Co la Company, comprising of major marketing analyses and environmental scan of the company. This paper gives relevant description of marketing objectives and marketing strategies of Coca-Cola, and presents SWOT analysis to analyze both internal and external environments of the company. Introduction Coca-Cola means much more to people than merely something to drink. It has emerged as an American icon with rich tradition and cultural impact among people worldwide (Armstrong & Kotler, 2005, p. 8). A company that started in 1883 has long been successfully keeping its brand relevant for more than 100 years and one among Fortune 500. Coca-Cola has dominated world market for soft drinks and the extent of its brand success can be recognized from the fact that it is recommended instead of normal water in many countries (Johansson, 2009, p. 64). This report presents a marketing plan for Coca-Cola. Planning is an extremely significant element to successfully implementing and performing a marketi ng activity. The main objective of marketing is to sell products or services to the potential customers and therefore a marketing plan should virtually be a strategy to help the marketer gain an advantage over other providers of the similar goods or services in the market (Carpenter and Sanders, 2009, p. 10). Coca-Cola: Company Overview The Coca-Cola Company is world’s largest beverage company that manufactures, distributes and markets non-alcoholic beverage concentrates and syrups. The company licenses and markets more than 500 non-alcoholic beverage brands, mainly sparkling beverages with variety of beverage products such as waters, enhanced waters, juices, juice drinks, ready-to-drink tea and coffee, sport drinks etc (Datamonitor, 2011, Annual Report, 2011). The company owns most famous four brands in beverage, Coca Cola, Diet Coke, Fanta and Sprite. The Coca-Cola Com