International marketing plan

S.NO

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1

Introduction

4

1.1

Company description

4

2

Product description

4

3

Product Strategy

5

3.1

The core

5

3.2

The actual product

6

3.3

Augmented product

6

4

Product life cycle

6

5

Product characteristics

7

6

Goals and strategy

8

7

Mission

9

8

Goals

9

9

Aims of the company

10

10

Financial objectives

10

11

Target market

11

12

Segmentation variables and breakdowns of Cuba consumer market

12

12.1

Geographic segmentation

12

12.2

Demographic segmentation

12

12.3

Psychographic segmentation

13

12.4

Behavioral segmentation

13

13

Competitive analysis

13

13.1

Dominant economic factors

14

13.2

Threat of New Entrant

15

13.3

Threat of Substitutes

16

13.4

Low threat of suppliers

16

13.5

Bargaining Power of Buyers

17

13.6

Strong Competitive Rivalry

17

14

Pricing strategy of Coca-Cola

17

14.1

Promotional pricing policy

18

14.2

Market Penetration pricing policy

18

15

Channel distribution

19

16

Advertising, sales, and promotion

20

17

Promotional strategies

21

17.1

Acquiring shelves

21

17.2

Eye Catching position

21

17.3

UTC Scheme

21

18

Sales promotion

22

19

Advertising strategy

23

19.1

Print Media

23

19.2

Social Media

23

19.3

Billboards and holdings

23

19.4

TV Commercials

24

20

Financial budget

24

21

Conclusion

24

22

References

26

International marketing plan

Introduction

Company Description

Coca-Cola Company's was incorporated in year 1886 and is known as the world's largest producer, distributer of quality non-alcoholic beverages. Since its incorporation the company with quality leadership and strong customer, support has able to widen its product portfolio up to 400 products the largest among its major competitors (Arnold & Quelch, 2012). Moreover, company has always tried to enhance the quality of its products as it is the integral part of their long-term mission statement “which is to provide benefits to all stakeholders of the corporation and revitalizing our large pool of customers”.

Company headquarter is situated at Alaska and have expanded its business operation across 200 countries of the world including several states of Asia. Despite of being the leader of beverage industry the company has not been able to launch its product in the beverage market of Cuba because of certain political issues (Baker & Sinkula, 2009). However, as the relationship between two countries is getting better and that has raised the opportunity for the company to launch its product in grand style in the beverage market of Cuba. The next section of this report would provide detailed analyses of product description, its goals and strategies, and target market.

Discussion

Product Description

Coke a cola the oldest and most popular product of the company would be marketed as the health and nutritious cold drink product presented in the market. The drink will be mixture of health flavor and ingredients such as (Vanilla, lemon, cane sugar, and others). This product has the potential of bringing an exceptional intake experience to its potential customers every time they wish to have it and it would express itself as an unique alternative to existing local and other beverages that are sold in Cuba market (Langerak & Jan Hultink, 2006).

In addition, of endowing its consumer's with unique and fresh taste of various flavors it would also attract its customers with its eye-catching and sparkling packaging. The long-term goal of the company by launching its most reliable and common product in Cuba market is focused around three primary objectives.

To continue operating at the front position as the leader of the market by introducing and efficiently launching new products

To ensure that the needs and desires of new generation customers are fulfilled by providing spectacular and irresistible products

To enhance the market position of the company in industry by expanding the pool of customers

Product strategy

Management of the company is aware of the fact that it would have the opportunity of launching its product in Cuba after a decade and ...