STRATEGIC MARKETING MANAGEMENT

Strategic Marketing Management

Table of Contents

Introduction2

Brief History of Coca-Cola2

Discussion3

The five forces of Michael Porter3

Rivalry Among Competitor3

Bargaining Power of Suppliers4

Bargaining Power of Consumers4

Threat of New Entrants5

Threat of Substitute Product5

Communication in Global Marketing5

Culture of Coca-Cola6

Advertisement of Coca-Cola7

Campaign of Coca-Cola9

Product Life Cycle10

Introduction10

Growth11

Maturity11

Decline11

Conclusion12

Coca-Cola

Introduction

Brief History of Coca-Cola

At the end of the nineteenth century, Coca-Cola was only available at the pharmacy and it was just known and respected in Atlanta pharmacist. Dr. John Pemberton created a refreshing drink recipe for caramel colour. It is worth mentioning that in the nineteenth century pharmacists were entrepreneurs seeking products that they could sell in their pharmacies. Pemberton was constantly working on new medicines and soft drinks. For the production of beverages, he had always used natural ingredients. He had a vision of what should be the drink that will ensure his success and popularity beats all the previous records. After many attempts, May 8, 1886, Dr. John Pemberton created the brass pot aromatic, caramel-coloured syrup. That carried potion pitcher to the largest pharmacies in the city. At that time, Togo was the leader in this and was premiere on the drink around the world.

The name "Coca-Cola" was created by Dr. Pemberton and his bookkeeper Frank Robinson. He started with a distinctive typeface. On May 29, 1886, in The Atlanta Journal, the first print ad appeared with the slogan: 'Coca-Cola is delicious and refreshing.” Dr. Pemberton could not live more to see the success of Coca-Cola, and died one and a half years after the development of the recipe. In 1893, a chemist named as Asa Candler bought the rights of Coca-Cola and skilfully boosted up the product, which quickly became known not only in the United States, but also abroad.

After the death of Candler, in 1919, the company passed into the hands of the banker Ernest Woodruff and later at the hands of his son. On the stock exchange came five hundred thousand shares in the company, forty dollars a share. Shares were sold in haste. Pemberton, like most pharmacists, was mysterious. Its success is dependent on the market show something different from the rest of the product. Coca-Cola was undoubtedly a breakthrough drink, which led Pemberton to be cautious in transferring another of its composition. Today Coca-Cola is the most protected secret in the history of commerce. Coca-Cola has never revealed how many people are familiar with the composition of the drink.

The original recipe for Coca-Cola has been stored in a vault SunTrust Bank in downtown Atlanta, in the U.S. since 1925. In 2011, after 86 years, Coca-Cola moves its recipe to a new location, the museum of Coca-Cola “The World of Coca-Cola” in Atlanta.

In the forties of the twentieth century, Coca-Cola came to Europe along with the U.S. military, which has signed a contract with the manufacturer to supply them this tasty beverage. Currently, Coca-Cola refreshes and has in more than 200 countries around the world.

Discussion

Marketing Audit: Internal and External

The five forces of Michael Porter

Rivalry Among Competitor

In 1980 Porter created the ...