COCA COLA COMPANY

Advertising Campaign of Coca Cola Company

Table of Contents

Introduction1

PESTLE Analysis for Coca Cola Company1

Political Influences1

Economic Influences2

Socio-Cultural Influences2

Technological Influences2

Legal Analysis3

Environmental Analysis3

Coca Cola Five Forces Model3

Threat of New Competitors4

Competitive Rivalry4

The Bargaining Power of Customers5

The Bargaining Power of Suppliers5

The Threat of Substitutes6

Coca Cola SWOT Analysis6

Strengths6

Weaknesses7

Opportunities7

Threats7

Coca Cola Advertisement Campaign “Reason To Believe”8

Evaluation of the Campaign8

Recommendations and conclusion9

References10

Advertising Campaign of Coca Cola Company

Introduction

The Coca-Cola Company (Coca-Cola or 'the company') is a leading manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups. The company own more than 500 brands, including diet and light beverages, waters, juice and juice drinks, tea, coffees, and energy and sports drinks. It operates in more than 200 countries. The company primarily operates in Belgium, France, the UK, Luxembourg, Monaco, the Netherlands, Norway, and Sweden. It is headquartered in Atlanta, Georgia and employs about 13,500 people (McKay, 2007, 2). The company recently launched its new campaign "Reasons to Believe," in which it motivates the people to dream and hope for a better world, as this perspective always ends up in winning. This paper critically evaluates the advertising campaign of Coca Cola “Reason To Believe” along with it objectives and impact on the public. It presents situational analysis, consumer analysis, PESTEL, 5 Forces model and SWOT for the company, with recommendation in the end.

PESTLE Analysis for Coca Cola Company

The Pestle Analysis identifies the political, economical, social a technological influences on an organization.

Political Influences

Use of Coco-Cola products are subjected to production and distribution of various government laws, such as the food and drug Act of the occupational safety and United Kingdom health act for food regulations. Influences of tax in the domestic business are also subject to vary with different countries (Gloria, 2003, 10-50). Company needs to comply with state of federal and local environmental law.

Economic Influences

Operating in International Markets involves exposure to volatile movements in foreign exchange rates. The economic impact of foreign exchange rates movements on the company is complex because such changes are often linked to variability in real growth. Coca Cola Company is subject to other economical factors like money supply, energy availability and cost, business cycles, etc (Varadharajan, Vikkraman, 2010, 18-25).

Socio-Cultural Influences

The sales of the company's product highly depend upon the lifestyle changes, due to which it design it campaigns such that it addresses the lifestyle changes. There are specific kinds of people who are more inclined to drink Pepsi and another kind who prefer drinking Coca Cola. Taking into account that Coca Cola is trying to introduce itself in underdeveloped markets, they have to be careful with the possible problems with the governments of these countries (Waldemer, 2008, 97).

Technological Influences

Coca Cola is subject to new process of manufacturing, for their three business sectors, snack food, juices and soft drinks (Sellers, Davis, 1994, 70). It has to pay attention to the new distribution techniques. It needs to adopt the advance technology in order to more efficient and cost effective.

Legal Analysis

Legal facet focuses on the result of the nationwide and world ...