New User? Start here.
Error goes here
This report provides understanding of Coca Cola Company’s marketing process which is a critical aspect of the overall operation and success of the company. It focuses on quality characteristics and performance indicators of selected marketing process which has lead to success of coca cola. This report also reveals information about the weak point of marketing process of coca cola and provides ways of overcoming these weak points. The report also discussed various quality control techniques like Pareto chart, Fish bone diagram, 5 whys technique, PDCA Cycle and check list technique to find out the root cause of ineffective marketing strategies, so that proper steps could be taken to remove the problem (Kracklauer et al., 2012).
Selection of company and activity that are linked to strategic goals:
For this report Coca Cola Company is selected. A part from this, marketing activity or process of company is selected because; this activity is helpful in achieving strategic goals to company.
Significance of marketing process in achieving organizational goals:
Marketing process is helpful in achieving the organizational goals. Through the use of marketing strategy, an organization can create an image in the mind of customers. It influences customers for the purchasing the products. This increase the sales of the company and company achieve its short and long term goals (Ferrell, 2013). A part from this, coca cola has significantly focused on improving four Ps of its marketing mix such as price, product, place, and promotion (Anders, 2013).
Importance of Marketing Activity in Creation of Customer Value:
The customer value is the satisfaction of a customer needs after purchasing goods and its consumption. It is related to what amount customer pay for the receiving goods and services. According to Nijssen, (2013), “customer value is the difference between what values customer gain from the use of goods and services and what is the cost of product purchasing.” Marketing strategy of Coca Cola is effective to create value for customers (Pride, 2015). Through marketing efforts, Coca Cola informs customers about availability of low calorie beverage. This way, company creates value for health conscious customers. Company provides a symbol of recycle of bottles. This way, it creates value for environment.
Segmentation, Targeting, Positioning:
Segmentation helps the brand to divide the product in homogenous sub segments according to various demographic factors like age, occupation, lifestyle etc. Coca Cola has a marketing strategy, which doesn’t target a specific segment. But, it adapts marketing strategy by developing new variants of product according to customer lifestyle. Coca cola has a product diet cola for calorie conscious people. Coca Cola also uses niche targeting strategies in order to capture the market, which is not covered by competitors. Its product Cola is a most acceptable product among people and is famous worldwide. Diet cola is a product, which was launched to capitalize the niche market of people, who are diet conscious. Coca Cola uses competitive positioning strategy to be a first mover in comparison to its competitors (Ferrell and Hartline, 2013).
The coca cola company has a wide range of beverage products in the world. These products are produced according to customer needs and wants. The main aim of this strategy is to provide high quality products to its customers and to create positive brand image. The products of coca cola have the high quality, so most of the customers purchase the coca cola products (Richter, 2012). A part from this, coca cola offers a contact and helpline number on its bottles for any complaint and any suggestion. This way, company creates value for the customer through the care of customer’s problems. Along with this, the company has taken decision to make renewable and recyclable bottles. This indicates that company is highly dedicated towards customer value. Company also offers value to customers through increasing its product portfolio. The product portfolio of Coca Cola involves range of products including diet coke, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc (LaPlaca and Frank, 2011).
On the basis of available range of products, the company decides the price of product according to geographic and market segment. Coca Cola also decides the products price on the basis of the competitor’s products price. Mainly the company’s focus is on availability of products at low price. Low pricing policy of the company influences customers for the purchasing products and thus it creates the customer value in market (Gbadamosi, et al. 2013). Coca Cola has a different pricing strategy for every sub brands and pricing strategy is based upon the competitor’s pricing policies.
Coca cola has marked its presence worldwide. The distribution followed by Coca cola is FMCG distribution network. Coca Cola has good business relations with local FMCG retailers as well as big hotels, restaurants and super markets. The effective products distribution systems of Coca cola provide the products to customer easily. For the purchasing the beverage products customer don’t want to pay extra money in terms of transportation cost. Availability of product easily attracts the customers for the purchase and to give priority Coca Cola rather than other beverage brands (Anders, 2013). Thus, distribution strategy plays a significance role in creating customer value for the organization.
Coca cola company use the various marketing and promotional strategy for the reaching target audience for achieving strategic goals. Marketing strategy of company includes marketing tools as sales promotion, public relations, corporate social responsibility and customer direct marketing. These strategies are effective to create the positive brand image (Pride, 2015). A part from this, company increases its sales by the giving free samples and discounts coupon on the products. These tools attract the customer towards the brand. Furthermore, Coca cola use CSR strategy (Richter, 2012). This is also effective in creation of value in market (Gbadamosi et al., 2013). The Company adopts different kinds of advertising and promotional technique in order to capture the market. Coca cola mainly keeps it focus on value based advertising. Coca cola also uses CSR in its marketing strategy to directly relate with the emotional sentiments of the customer. It uses both pull and push strategy. It has various celebrities as its brand ambassador (West and Ibrahim, 2010).
The company has sponsored various events and this is a part of marketing strategy of Coca cola. Olympic Games, NASCAR are some of the main events, where the sponsorship is done by Coca cola. Due to sponsorship of such events, the brand catches the eye of various people in shorter time span (Bidgoli, 2010).
One Brand Strategy:
Coca cola implements ‘One Brand’ strategy at a global level. This strategy places its different variants including Coca-Cola, Diet Coke, Coke Zero and Coke Life within single ‘master brand’. All the marketing strategies keep its focus on ‘Coca Cola’ brand, and it does not create different personalities for different variants. One brand strategy helps to make choice easier and simpler (Boone and Kurtz, 2013).
Coca cola may face variation or poor results in its marketing strategy, if the research is not conducted properly. Such type of incident has happened earlier with coca cola. It launched a new product and the original product was not marketed by company. Production of original product also stopped and this proved to be fatal. This new product was not liked by customers as taste. It is because marketing research of company for designing product was not effective. Branding also had symbolic significance to buyers. This all happened because of marketing research flaws (Kumar, 2013).
The company may also face variations in results due to ineffective distribution system. If the company does not have effective distribution system, then competitor take advantage of it and acquire its market segment. For effective distribution system, Coca Cola should considerably acquire more vending machines and vendors than its competitors. Proper channel of distribution should be followed by coca cola, if it wants to get positive results from its marketing strategy (Desbordes and Richelieu, 2012).
While going global, the company should also consider factors like social, ethical, political, economical etc. One of the recent global issues faced by company is challenge to sale products in Iraq when it decided to expand in Iraq. People in Iraq do not buy the company’s product because of the war against Iraq by USA. This resulted into huge losses to company. So, global issues also affect effectiveness of marketing strategy (West and Ibrahim, 2010).
Company should also consider ethical issues while promoting the product. The ingredients used in manufacturing should be mentioned on the packaging. Recently some pesticides found in Coca cola, which was unethical. Because of this, company faced a huge downfall in its sale. So, ethical issues should be considered for effective marketing strategy (Schlegelmilch, 2016).
A Pareto chart includes a column chart and line graph. It analyzes the problems and provide information about which problem have need to firstly focus. The outcomes of the Pareto chart is as below:
The above Pareto chart shows that, 80% effect of problems comes from the 20% causes. It indicates that ineffective marketing research flaws and weakness of marketing elements are the major causes of the ineffective marketing outcomes. From analysis of Pareto chart, the effectiveness of marketing strategy can be done through focus on resolving two major causes (Duffuaa, 2015).
Following diagram depicts different factors that affect the marketing strategy of coca cola:
The fish bone diagram is an effective tool of identifying the causes for a problem. This tool helps coca cola to identify factors that affect its marketing strategy (Shelly, 2011).
The above diagram is discussed as below:
In Coca Cola, the age of customers is a factor that affects the advertising of company. The company advertises their products for the giving information to its customers. But, there are different laws and regulations in Arab countries which prohibit companies to advertise their products for the children. Along with this, company cannot advertise its products on children TV channels, because these products are not good for the health (Anders, 2013). Thus age of the customers influence to marketing strategy of coca cola.
The rate of inflation is not stable in country of trade than it affects the cost of production. Coca cola may face impact of inflation problems on demand of its products. High inflation in a country will affect effectiveness of marketing efforts negatively. It affects the purchasing power of customer (De Mooij, 2013).
Natural factors also affect the marketing strategy of coca cola. The coca cola company is trying to make environmental friendly packaging. Now companies are using petroleum and fossil fuels for the packaging, but Coca Cola is trying to make petroleum free packaging. This type of innovation will be helpful to improve brand image (Parente, 2014). Moreover, this innovation helps the marketing strategy for influencing to customer for the purchasing products.
In the world there are more companies which are offering the similar products to customers. Through focus on factor values, festive, company may improve its marketing strategy. This will increase acceptance of its products (Lamb, 2012).
The political factors also influence the marketing strategy of coca cola. The government makes different rules and regulations for the company. Coca cola make its advertisements and promote their product as non-alcoholic beverage product (Anders, 2013). Moreover, the products of the company are monitored by the different health authorities and government. These rules and regulations influence the company operations.
Coca Cola Company has a partnership with a music company Spotify that provides music on the customer demand. This music performs large part in marketing strategy. Apart from this, coca cola and spotify provides a music service to its customers for the connecting to others customers around world that love this type of music (Turnbull, 2013). Thus technological factor effectively influence to marketing strategy of coca cola.
Problem: Common causes of variation or poor quality in marketing strategy result of Coca cola.
There are some other tools that are available for assessing quality of marketing strategy of coca cola such as cause and effect diagram, check sheet, control chart, histogram, Pareto chart, scatter diagram, and stratification technique (Alkhafaji, 2013).
A check sheet is a document containing key requisites of a particular thing. Check list designed for marketing strategy of Coca Cola is as below:
(Source: Exhibit 1)
Focus on Extensive Distribution System:
Coca cola can adopt an extensive distribution system, as part of its marketing strategy. Due to this distribution system, the product will be available at every retailer. This will result in increase in sales (Merrill, 2015).
Collaborative customer relationship:
Coca Cola should always create value advertisement for its customer so that the emotional sentiments of customer are not harmed. Company can follow concept of CSR in advertisement to create sense towards social responsibility. Coca cola should also create advertisement according to the lifestyle of the customers. This can lead to collaborative customer relationship that is necessary for company growth (Blythe, 2013).
Plan- Under this stage, company should focus on effective planning of different design elements in marketing strategy (Mooij, 2010).
Do- Under this stage, company should advertise its products through right channels. This helps the company to communicate emotional message to customers and this leads to drivers like brand loyalty, customer engagement and repeatedly purchase. Build a strategic brand division that effectively communicates brand (Lamb et al., 2011).
Check- Company also needs to evaluate presence of different elements of an effective marketing strategy in its marketing plan (Holt and Cameron, 2010).
Act- Once the quality check procedure has done, company should start initiation on it (Anders, 2013).
Multinational companies need to maintain high levels of profit in order to build competitive advantage and strong brand image. Coca-Cola needs to continuously work on building its brand image through effective advertising, and effective promotion (Proctor, 2014). The Company requires improving their marketing research flaws and adopting effective distribution system for consistent expansion and development of its brand name.
On the basis of report conclusion, following recommendation can be offered to coca cola
Alkhafaji, A. and Nelson, R.A. (2013) Strategic Management. Routledge, 2013
Anders, J. (2013) Coca-Cola’s Marketing Strategy: An Analysis of Price, Product and Communication. Germany: GRIN Verlag.
Bidgoli, H. (2010) The Handbook of Technology Management, Supply Chain Management, Marketing and Advertising, and Global Management. USA: John Wiley & Sons.
Blythe, J. (2013) Principles and Practice of Marketing. USA: SAGE.
Boone, L. E. and Kurtz, D. L. (2013) Contemporary Marketing. USA: Cengage Learning.
De Mooij, M. (2013) Global marketing and advertising. USA: Sage Publications.
Desbordes, M. and Richelieu, A. (2012) Global Sport Marketing: Contemporary Issues and Practice. UK: Routledge.
Dibb, S. and Simkin, L. (2013) Market Segmentation Success: Making It Happen!. UK: Routledge.
Duffuaa, S. and Raouf, A. (2015) Planning and Control of Maintenance Systems. Germany: Springer.
Ferrell, O. C. and Hartline, M. (2013) Marketing Strategy, Text and Cases. USA: Cengage Learning.
Ferrell, O.C. and Hartline, M. (2013) Marketing Strategy. US: Cengage Learning.
Fjermestad, J. and Robertson, N. C. (2015) Electronic Customer Relationship Management. UK: Routledge.
Gbadamosi, A., Bathgate, I. and Nwankwo, S. (2013) Principles of Marketing: A Value-Based Approach. UK: Palgrave Macmillan.
Gbadamosi, A., Bathgate, L. and Nwankwo, S. (2013) Principles of Marketing. UK: Palgrave Macmillan.
Goetsch, D. L. and Davis, S. (2013) Quality Management for Organizational Excellence: Introduction to Total Quality. UK: Pearson.
Holt, D. and Cameron, D. (2010) Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands. UK: OUP Oxford.
Kracklauer, A. H., Mills, D. Q. and Seifert, D. (2012) Collaborative Customer Relationship Management: Taking CRM to the Next Level. Germany: Springer Science & Business Media.
Kumar, N. (2013) Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation. USA: Harvard Business Press.
Lamb, C. W. (2012) Marketing. US: Cengage Learning.
Lamb, C. W., Hair, J. F. and McDaniel, C. (2010) MKTG 2010. USA: Cengage Learning.
Lamb, C. W., Hair, J. F. and McDaniel, C. (2011) Essentials of Marketing. USA: Cengage Learning.
Lamb, C. W., Hair, J. F. and McDaniel, C. (2012) Marketing. USA: Cengage Learning.
LaPlaca, P. J. and Frank, N. (2011) Marketing Strategies for A Tough Environment. USA: Marketing Classics Press.
Merrill, R. M. (2015) Introduction to Epidemiology. USA: Jones & Bartlett Publishers.
Mooij, M. D. (2010) Global Marketing and Advertising: Understanding Cultural Paradoxes. USA: SAGE.
Nijssen, E. J. and Frambach, R. T. (2013) Creating Customer Value Through Strategic Marketing Planning. Germany: Springer Science & Business Media.
Parente, D. and Hutchinson, k. S. (2014) Advertising Campaign Strategy. US: Cengage Learning.
Pride, W. M. and Ferrell, O.C. (2015) Marketing 2016. US: Cengage Learning.
Proctor, T. (2014) Strategic Marketing: An Introduction. UK: Routledge.
Richter, T. (2012) International Marketing Mix Management. Germany: Logos Verlag Berlin GmbH.
Schlegelmilch, B. B. (2016) Global Marketing Strategy: An Executive Digest. Germany: Springer.
Shankar, V., Carpenter, G. S. and Hamilton, B. A. (2012) Handbook of Marketing Strategy. UK: Edward Elgar Publishing.
Shelly, G. B. and Rosenblatt, H. J. (2011) Systems Analysis and Design. US: Cengage Learning.
Turnbull, P. W. and Valla, J. P. (2013) Strategies for International Industrial Marketing. UK: Routledge.
West, D., Ford, J. and Ibrahim, E. (2010) Strategic Marketing: Creating Competitive Advantage. UK: OUP Oxford.
To View this & another 50000+ free samples. Please put
your valid email id.
Earn back the money you have spent on the downloaded sample by uploading a unique assignment/study material/research material you have. After we assess the authenticity of the uploaded content, you will get 100% money back in your wallet within 7 days.
Get Moneyinto Your Wallet
Total 13 pages, 1 USD Per Page
*The content must not be available online or in our existing Database to qualify as
To export a reference to this article please select a referencing stye below:
My Assignment Help. (2017). Operation Management In Coca Cola. Retrieved from https://myassignmenthelp.com/free-samples/operation-management-in-coca-cola.
"Operation Management In Coca Cola." My Assignment Help, 2017, https://myassignmenthelp.com/free-samples/operation-management-in-coca-cola.
My Assignment Help (2017) Operation Management In Coca Cola [Online]. Available from: https://myassignmenthelp.com/free-samples/operation-management-in-coca-cola[Accessed 21 September 2021].
My Assignment Help. 'Operation Management In Coca Cola' (My Assignment Help, 2017) <https://myassignmenthelp.com/free-samples/operation-management-in-coca-cola> accessed 21 September 2021.
My Assignment Help. Operation Management In Coca Cola [Internet]. My Assignment Help. 2017 [cited 21 September 2021]. Available from: https://myassignmenthelp.com/free-samples/operation-management-in-coca-cola.
The respective sample has been mail to your register email id
* $5 to be used on order value more than $50. Valid for
We have sent login details on your registered email.
Maths assignment problems require higher level of analytical skills than other subjects. When you are stuck with personal problems or have simply not understood the topic, solving maths problems becomes difficult. Our math homework help team helps out in such situations. If the deadline is less than some 3 hours and you are thinking who will solve my maths problem, our maths question solvers will aid you with error free solutions, at minimum price. Place order with us now.
Business experts depicted that an organization adapted orientation towards marketplace deals in order to develop their business functions while targeting a market. However, in business, there are five types of orientations in marketplace- production concept, product concept, marketing concept, selling concept and social marketing concept. Since, the use of social media for business purpose is in recent trends, this rep...
1. Summary of the case study:
JKL Industries is an Australian owned organization which deals in selling forklift, small trucks and spare parts to the industries.
Range of large and medium trucks from overseas suppliers.
Strong growth in truck and forklift sales.
It intends at recruiting re-skill or up-skill the existing employees.
Lack of overarching approach towards information management.
Slow responses towards...
This assignment has been developed based on the case study of “Caffé Bene Disrupts the Stagnating Korean Coffee Shop Market.” Based on this case study 4 major questions had been answered in this assignment. These questions are mainly related with analyzing competitive force of Korean coffee retail industry and identification of the distinctive capabilities of Caffe Bene outside Korea. In the next quest...
For company A
On the basis of the above, it is apparent that the distribution of crew is not normal as the measures of central tendency are not equal. Also, the extent of variation in crew numbers seem large as apparent from the measures of dispersion. The distribution of rooms cleaned is also non-normal. Also, the deviation tends to be high as for the crew distribution.
For company B
On the basis of the above, it is apparent that t...
Network Design for Ethernet LAN
The network design for Ethernet LAN is consists of three rooms such as technical room, computer lab room and office rooms (Packet tracer, 2012). These are connected with each other. The network design using the cisco network products to reduce the operational costs and maintenance costs.
Specification of Network Devices
Cisco 2950 series Switches
This switches are used to easily enable the service ...
Are you confident that you will achieve the grade? Our best Expert will help you improve your grade
HI5019 Strategic Information Systems For Business And Enterprise
COIS13013 Business Intelligence
SOC 592 Poverty And Family
PHI205 Business Ethics
MGMT 510 Strategic Management
HRMT412 Compensation And Benefits
N832 Tourism And Travel Management
DDHA 8003 Multidisc Approach To Health
P300 Media Studies
Just refer 5 friends to earn more than $2000.
After the successfull payment you will be redirected to the detail page where you can see download full answer button over blur text.You can also download from there.
Or you can also download from My Library section once you login.Click on the My Library icon
My Library page open there you can see all your purchased sample and you can download from there.
That's our welcome gift for first time visitors
It is too easy to create or access your own library, just enter your email and make your search
MyAssignmenthelp.com stores a huge
COLLECTION OF QUESTIONS AND SAMPLES, which you can refer to any time you want.
Every time you find something useful, you can save that using the bookmark tool. From the next time,
can access that from your personalized library.
With this feature, you get to create your own collection of documents. You get free
choose and bookmark any document you wish.
Accessing the collection of documents is absolutely easy. Once you bookmark a sample,
access its content with a few clicks on your mouse.
This personalized library allows you to get faster access to the necessary documents.
longer need to spend hours to locate the sample you need.
Finding a sample from a list of thousands is nothing less than spotting a needle in a
Personalizing your own library relieves you from that stress.
On APP - grab it while it lasts!
*Offer eligible for first 3 orders ordered through app!
ONLINE TO HELP YOU 24X7
OR GET MONEY BACK!
OUT OF 33845 REVIEWS
Received my assignment before my deadline request, paper was well written. Highly