STRATEGIC MARKETING

International and Strategic Marketing



Contents

Strategic Marketing Plans2

Introduction2

Structure of the Company2

Analysis of Strategic Decision Making Process3

Recommendations for Strategic Marketing Plan5

Display Marketing7

Search Engine Marketing8

Email Marketing8

Referral Marketing8

Interactive Marketing9

Conclusion10

Marketing Communication Issues11

Introduction11

Major Marketing Communication Issues11

Recommendations for Improving Marketing Communications13

Conclusion16

Strategic Marketing Plans

Introduction

Soft drinks are included in FMCG (Fast Moving Consumer Goods) as these are sold and consumed quickly. The price and demand of such products are significantly lower than appliances for example, which are changed only over the period of year. With the increasing competition in the international beverage industry, it has become essential for the beverage manufacturing and marketing companies to devise the marketing plans efficiently. Being a marketing consultant, the international beverage company “Coca-Cola” has assigned me, the responsibility of providing suggestions for improving their strategic marketing plans. In this assignment, I'll discuss the company along with its FMCG market structure, the analysis of strategic planning, and finally the recommendations for improving the international and strategic marketing plan.

Structure of the Company

Coca Cola is the world leading beverage business since last 118 years. The secret of the remarkable and long lasting success of the organization, despite the presence of tough competitors, lies in the management style of the organization. At Coca Cola, the employees and teams work in close collaboration with each other. This collaboration helps the team leaders and employees in the operations and production management of the company. Also, the high level executives are able to get the complete picture about the status of different departments, which help them in strategic decision making process.

The Coca Cola teams work in highly diverse conditions. The company has its head office in Atlanta US, while more than 50% of the employees work from outside the US. Thus, the company and its teams require excellent level of collaborations for executing its operations properly (Coca Cola, 2012). The culture of the company is collaborative more than the other beverage manufacturers and competitors.

The company does not carry on all its operations under one roof. For example, the manufacturers just produce the concentrates and then send to the bottling and packaging operations, which spread all over the world. However the Coca Cola Company itself is responsible, for managing the brands and maintaining the customer relationships. All the departments worldwide require efficient level of collaboration for managing the effective supply chain management and other business processes (Kim, 2010).

Analysis of Strategic Decision Making Process

The three important teams and team leaders for the company are the manufacturing or production team, the bottling teams and the marketing teams. The manufacturing department leaders remain in closed collaboration with the marketing and distribution, and quality control team leaders, in order to ensure quality of the brand, as well as to know the requirements. Similarly, the bottling operations leaders collaborate with the marketing department leader of the Coca Cola Company for placing orders. The bottling operations are also responsible for supplying the brands of Coca Cola at various grocery and general stores, restaurants, street vendors, parks, schools and other points of ...