The Coca Cola Company Marketing Strategy （可口可乐公司的营销策略）.pdf

The Coca Cola Company: Marketing Strategy Contents Introduction and Summary of the Company 3 Environmental Analysis 3 Political 4 Economic 4 Social 4 Technological 5 Customer analysis – STP analysis 5 Segmentation 6 Targeting 6 Positioning 7 Competitive Analysis 7 SWOT Analysis 7 Strengths 7 Weaknesses 8 Opportunities 8 Threats 9 Porter’s Five Force Analysis 10 Competition 10 Threat of new Entrants 10 Threat of substitute products 11 Supplier power 11 Buyer Power 11 Strategic approach and competitive advantages 12 Channel analysis 13 Communication – Innovative advertising 13 Distribution 14 Conclusion 15 References 16 Introduction and Summary of the Company Coca Cola is known as soft drink of the world (Bell, 2004). It was invest by Dr John Pemberton, who was a pharmacist in Atlanta. The drink did not have bubbles at that time and started selling at soda fountains. The first slogan for the new drink was “Delicious and refreshing” The company has been hugely successful over the last century and has become an icon of American culture. Coca Cola is not involved in all the processes that see its products go to the hands of consumers. According to the company website, Coca Cola has entered into partnership with bottlers around the world. The website says, “Our Company manufactures and sells concentrates, beverage bases and syrups to bottling operations, owns the brands and is responsible for consumer brand marketing initiatives. Our bottling partners manufacture, package, merchandise and distribute the final branded beverages to our customers and vending partners, who then sell our products to consumers .” The company posted revenues of US$ 35 billion and net income of US$ 11.8 billion in 2010. Total number of employees on payrolls of the compa