MARKETING MANAGEMENT

Marketing Management

[Name of the Institute]

Executive Summary

The Coca Cola Company is a global business enterprise. It is one of the two major soft drink sellers of the world. The following paper is about the strategic analysis of Coca Cola Company, a leader of the beverage industry in more than two hundred countries and owns or licenses more than five hundred products of non alcoholic beverages. The following paper consists of four parts. In the first part of the report, brief history, size, industry and organizational structure of Coca Cola is discussed. In the second part, a case for the diversification of Coca Cola is also discussed briefly that describes the diversity leadership efforts of Coca Cola. It also includes the mission, goals, vision of Coca Cola along with description of how the diversity of the organization is linked with them. In the third part of the paper, the inclusion strategies of Coca Cola are also discussion in detail. The diversity in the workforce and diversity in training programs and development in also discussed briefly. In this part, the other strategies are also recommended that are considered important for Coca Cola. In the fourth section, which is conclusion outlines the main points discussed in the report along with three recommendations that must be adopted in the future for achieving their mission and vision in their near future.

Marketing Management

1. Introduction The Coca Cola is the world's leading and one of the largest soft drink industries. It operates in more than two hundred countries and sells five hundred products of nonalcoholic beverages. Coca Cola is considered as one of the most valuable brand of the world. It is globally recognized as one of the successful company. Coca Cola was founded in May, 1986. It has continued to work more than a century from beginning to end of eras of war and peace, depression, economic boom, prosperity and bust. In last 1990's, it was respected all over the world, developing and known as one of the most successful team of management. However, in the year 1998 Coca Cola was struggling from internal weaknesses and also external threats. The portfolio of Coca Cola includes twelve other billion dollar products including, PowerAde, Minute Maid, Coca Cola zero, Sprite, Diet Coke, Vitamin water, Georgie coffee. Coca Cola is the number one provider of juice, drinks, sparkling beverages, ready to drink teas, and coffees. The company has kept an emphasis on environment protection, conserving resources for economic development of communities where they operate. Together with the bottling partners Coca Cola is ranked the world's top private employers along with more than 700,000 system employees in the world. (Cola, 2011)From the beginning, Coca Cola has emphasized on mass marketing as it is targeting every person without age limit and other demographic factors. It is catering every type of person regardless of age, sex, and several other psychological factors. There are no geographical barriers for Coca Cola as it is selling its products everywhere. These products are same all ...