International marketing plan

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 its 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 thus would need to formulate an innovative and well thought out product strategy that could provide the company with the edge over their existing competitors in country beverage market. Key elements of their product strategy are listed as follows (Langerak & Jan Hultink, 2006).

The core

Coca Cola would be available in (glass, plastic and tin) in various sizes (25ml, 50ml, 1.75L, 2L, zero size) with instantly drinkable characteristics

The actual product

Packaging and labeling: Various packaging ...