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Objective
• Strengthen sales of carbonated beverages by at least 10%.
• This will create a stable cushion of liquid assets from which Coca Cola can grow into other beverage and food industries over the next decade.
Strengths
• Most valuable company in the world at $77,839 billion.
• Largest global market share in Beverages, more than 40%.
• Loyal Consumer base.• Excellent advertisement with a $3 billion
yearly budget• Corporate Social Responsibility (CSR)
Weaknesses
• Significant focus on carbonated drinks. • Undiversified Product Portfolio. • High debt level due to acquisitions ($8 billion).• Negative Publicity. • Brand failures and many brands with
insignificant amounts of revenue.
Opportunities
• Bottled water consumption growth. • Increasing demand for healthy food and
beverages. • Growing beverage consumptions in emerging
markets. • Growth through acquisitions.
Threats
• Changing consumer tastes. • Water Scarcity. • The Strong Dollar. • Legal requirements to disclose negative
information on product labels. • Competition from PepsiCo. • Decreasing gross profit and net profit margins. • Saturated carbonated drink market.
Internal Situation
• $16.97 billion in liquid assets• Enterprise valued at over $189.2 billion.• Founded 1886.• Hundreds of thousands of private investors.• Hundreds of beverage brands.
External Situation
• Products have good marketing potential.• Decreasing demand in a stagnant market.• Loyal consumer base from all demographics,
most targeted are males 12 to 29 years of age.• Maintaining brand image.• Public Relations through Facebook & Social
Media• ‘Real’ Coke Phenomenon
Marketing Strategy
• “Open Happiness” tagline• Imaging.• Retain current prices to retailers. • TV spot and short Youtube ad. • Should cost less than $2 million.