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Coca-Cola’s Strategy & Positioning Analysis

Autor:   •  October 27, 2016  •  Case Study  •  1,836 Words (8 Pages)  •  1,211 Views

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Coca-Cola’s Strategy & Positioning Analysis

Ernesto Orozco, Bridgette Hale, Esperanza Valencia, Kesha Andrews, & Du Juana Collier

Marketing 421

October 24, 2016

Instructor:  Maria Keller


Title of Paper

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Overview of Organization

Since the mid 1700’s people developed a liking to bubbly flavored carbonated waters, due to a general belief that it was good for health. Coca-Cola was first marketed as a tonic and it contained extracts of cocaine. The first soft drink was sold at a soda fountain in Jacob’s Pharmacy in Atlanta on May 8, 1886. (History and Origins of your Favorite Beverage, About money)  The first year of sales showed a $20K loss.   John Pemberton spent over $70K in expenses and sales were about $50K in the first year.  It was not until after 1887 when Asa Candler bought Coca Cola for only $2,300, that Coca-Cola began to make true profit.  Due to Candler’s aggressive marketing plan and heavy advertising, Coca-Cola became very popular and began selling across the U.S. and then went international.  Then on April 23, 1985, Coca-Cola came out with the release of “New Coke”.  Since then, Coke has been dominating the soft drink industry with its many products including but not limited to Coke, Diet Coke, Fanta, and Sprite.  As well as bottled water, sport drinks, juice drinks, coffees, ready to drink teas, and energy drinks.  

Description of Product/Service

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SWOT Analysis

Strengths (Internal)

Weaknesses (Internal)

Kept up with the times / Innovation

Strong advertisement campaigns

Recognized globally by brand name

No healthy products

Elastic in nature (a slight increase in price of product affects Coke’s bottom line)

Opportunities (External)

Need to target younger generations

Need of healthy sugary or carbonated products

Need to acquire local bottling plants/local brands

Need

Buying out the Competition

Threats (External)

Elastic in nature, a slight increase in price would be a problem

The competition (Nestle S.A., Dr. Pepper Snapple Group Inc., and Pepsico)

Marketing, advertising, general labor, and administrative expenses

Consumer Income

Consumer Taste preferences

New government policies and regulations

Strengths: Coca-Cola has clearly kept up with the changes in technology and knows its customer base very well.  Coca-Cola’s aim at its target are its advertisement campaign which have been one of its strongest, such as personalizing the can with a person’s first name.  Now you can even request a batch of Coke’s with the names of your group on it.  Of course you pay extra for that plus the shipping and handling but what other soft drink company is doing that?  The other big hit campaign is its snip bits of lyrics from the most popular songs out there.  This opened up a new money making area for them as artists are knocking at their door trying to get their lyrics on their cans.  Even before these advertisement campaigns, Coke had already become recognized globally by name alone.  These latest advertisement strategies however, have been a big hit with Coca-Cola’s target consumers: Children, adults, younger generation and sports personalities.  Coke is already a well-established brand globally.  At the present time Coca-Cola has operations in over 200 countries around the world and continues dominating that segment of the market.  

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