MARKETING STRATEGY

Marketing Strategy

Marketing Strategy

Coca Cola in International Market

Coca Cola Company is one of the successful brands of the international market. The international success of Coca Cola Company based not only on the global market but also on local operations. Coca cola has adjusted its place at tactic as well as at the strategic levels. This is the reason; coca cola presents the adequate activities of marketing and soft drinks in order to connect with the customers. Market share and strong competitive position of the company has supported the profitability and effectiveness of the company, particularly with respect to their leading brand Coca Cola. For the determination of success of any company, the external factors along with the segment of target market are highly significant. External factors aid to identify the competitive positioning while the segmentation defines to compete with the contenders within segments. The successful competitive strategy establishes the sustainable and profitable position of the industry in international as well as local market. Coca Cola Company possesses such position in the global scenario by challenging its competitors encompassing Pepsi cola, Cadbury Schweppes and others. In the year of 2010, the company got profit of 35 billion dollar and the total income of 11.8 billion US dollar. In the same year, the company possessed 139,600 employees on the payrolls of the company. In more than two hundred countries, company supplies its products (The Coca Cola Company, 2010).

Environmental Analysis of Coca Cola Company

In the global market, there are three main and dominated households are Coca Cola, Pepsi and Cadbury Schweppes. In addition, there are further companies competing Coca Cola Company. The table below showing the market share of carbonated drinks manufacturers in global picture.

Figure 1 www.foodlineweb.co.uk

The main competitor of Coca Cola Company is Pepsi Cola. Pepsi Cola Company possesses the large market share to compete the company of coca cola. In this regard, Pepsi Company promotes its product to target its customers via various strategies. It communicates through renowned people of the sports and media industry. Moreover, it targets the youth via music chart. It promotes its products via televisions, radios, sponsorships, newspaper, and internet and gives the competition at every step to Coca Cola Company. One more sort of strategy adopted by the Pepsi Company, to compete Coca Cola Company, is offering the great prizes and discounts that make an impact on the customers.

One of the valuable analyses for the business organization is PEST analysis. However; the analysis of external environment of the company where a company, plans to initiate or conduct the business (Henry, 2008). There are following components of external environment analysis.

Political Factors

When the soft beverage of Coca Cola Company came under the category of food, the legislative bodies of the countries subjected the company with the strict rules and regulations. Nevertheless, the modification in few rules may impact on the company in the positive way. The most important issue is the environmental pollution occurring due to the production of beverages in many ...