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Market Assessment of Coca Cola Company

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Market Assessment of Coca Cola Company
DR. UNITES STATES INTENATIONAL UNIVERSITY (USIU)
MASTERS OF BUSINESS ADMINISTRATION (MBA)

MKT 6000: MARKETING MANAGEMENT
INSTRUCTOR: DR. PETER KIRIRI

Marketing – Term Paper
“The Coca-Cola Company”

Study Conducted by: Priyanka L. Divecha
ID No: 638817
Dated: 14/04/2013

Table of Contents
1.0 INTRODUCTION ....................................................................................................................................... 3
1.1 Background of the Study ..................................................................................................................... 3
1.2 Purpose of the Study........................................................................................................................... 4
1.3 Scope of the Study .............................................................................................................................. 4
2.0 MISSION STATEMENT OF THE COCA-COLA COMPANY ........................................................................... 5
3.0 SITUATION ANALYSIS .............................................................................................................................. 5
3.1 Market Trends ..................................................................................................................................... 5
3.1.1 PESTEL analysis for Coca-Cola ...................................................................................................... 6
3.2 Competitors Analysis .......................................................................................................................... 8
3.2.1 Porters Competitive Forces – Coca-Cola Company ..................................................................... 9
3.3 SWOT Analysis of Coca-Cola Company ............................................................................................. 11
4.0 EVALUATIVE ANALYSIS


References: Daniel Gyamfi (2012), Marketing Management and Strategy; The Situational Analysis for Coca Cola Company, Retrieved April 14, 2013 from: http://www.scribd.com/doc/29849025/CocaCola-The-Situation-Analysis The Global Village Encyclopedia (2013); GVPedia.com, Coca-Cola – Kenya; Coca-Cola: The World’s Most Valuable Brand, Retrieved April 14, 2013 from: http://www.globalvillagedirectory.info/Kenya/Nairobi/Coca-Cola.aspx#business-content Coca-Cola Sabco; Kenya (2013); Latest News on Attracting and Retaining the best talent in Africa, Retrieved April 14, 2013 from http://www.cocacolasabco.com/Territory.aspx/Show/Kenya Kenya News (2013); SoftKenya- All about Kenya; The Coca-Cola Company, Retrieved April 14, 2013 from http://softkenya.com/kenya-news/coca-cola-kenya/ Samreen Awais (2011); PPT on the Marketing Plan of the Coca-Cola Company, Retrieved April 14, 2013 from http://www.slideshare.net/ibtsam/marketing-plan-for-coca-cola-company Datamonitor: Coca-Cola Inc. (2005); Market Analysis on Coca-Cola Inc. Retrieved April 14, 2013 from http://connection.ebscohost.com/c/company-reports/57337983/datamonitor-cocacola-enterprises-inc Quinsy (2011); Studymode; Marketing for Coca-Cola; Retrieved April 14, 2013 from http://www.studymode.com/essays/Marketing-For-Coca-Cola-793773.html Khansam (2011); Studymode; Political Market Trend for Coca-Cola; Retrieved April 14, 2013 from http://www.studymode.com/essays/Political-Market-Trend-For-Coca-Cola-875350.html Brad Hanna (2012); CPG Marketing Trends; Coca-Cola Marketing Trends; Retrieved April 14, 2013 from http://www.cpgtrends.com/2012/02/cpg-marketing-trends-coca-cola-continuesdevelopment-of-plantbottle-packaging/ Coke Solutions (2013); Coca-Cola’s Social Concerns on Target market; Retrieved April 14, 2013 from CIALCONCERNS ON TARGET MARKETX& Business, Retail & Manufacturing, Strategies & Solutions (2012); Ventures; Competition http://www.ventures-africa.com/2012/09/competition-threatens-coca-colas-supremacy-in-kenya/ Barbara Murray (2006); Industry Analysis; Soft Drinks, Retrieved March 20, 2013 from conditions and student engagement with school; Restructuring the principalship, Retrieved March 20, 2013, from http://www.csbsju.edu/documents/libraries/zeigler_paper.pdf Ellenbecker, M (2007), Industry Analysis: Coca-Cola Company; Kenya, Retrieved March 26, Victian, J (2011), SWOT Analysis: Coca Cola Company; Retrieved March 28, 2013 from: http://www.studymode.com/essays/Swot-Analysis-Coca-Cola-Company-698719.html Bobby, S. (2003), SWOT Analysis of Coca Cola Company, Retrieved March 29, 2013 from: http://mba-posts.blogspot.com/2012/06/swot-analysis-of-coca-cola-company.html Sharma, S. (2013), Marketing Mix for Coca Cola Company, Retreived March 29, 2013 from: http://www.scribd.com/doc/34871408/4Ps-Analysis-of-Pepsi-and-Cocacola Spencer, R (2011), Product Life Cycle for Coca Cola Company, Retrieved March 29, 2013 from: http://www.tomspencer.com.au/2009/01/25/product-life-cycle-model/ Shriom, F (2009), Coca Cola Product Life Cycle, Retrieved March 29, 2013 from: http://www.studymode.com/essays/Coca-Cola-Product-Life-Cycle-231076.html Sandeep, K (2003), Marketing Analysis for Coca Cola Company, Retrieved March 29, 2013 from: http://www.scribd.com/doc/34871408/4Ps-Analysis-of-Pepsi-and-Cocacola Upadhyay, G. (2007), Distribution Strategy of Coca Cola Company, Retrieved March 29, 2013 from: George, K. (2009), Strategies of Coca Cola Company, Retrieved March 29, 2013 from: http://kninn.blogspot.com/2010/02/strategies-of-coca-cola.html Awais, H. (2003), Marketing Plan for Coca Cola Company, Retrieved March 29, 2013 from: http://www.slideshare.net/ibtsam/marketing-plan-for-coca-cola-company Haiban, F (2012), StretchGo: Coca Cola Company in Kenya; Retrieved March 29, 2013 from: http://www.stretchgo.com/index.php/transactions/search-transactions/project/detailproject/50paypal-to-moneybookers
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