Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan, 2 audu anyesha amos 3omaku angulu abubakar 1department of general studies, nasarawa state polytechnic lafia. Baker, michael the strategic marketing plan audit 2008. Coca cola currently has over 100,000 employees and is constantly growing as their brand is growing. In coca cola marketing mix, promotions and place plays a major role in building the brand. It is important to measure not only the depth of recall the percentage of people who know the brand but also the width of. Political a few decades ago, coke used to be a symbol of americanism but now it is being looked upon as a drink that is unhealthy and high in calories.
This keeps a check on both internal and external factors, the goals and objectives, principles, areas pertaining to problems and issues, etc. Project report on marketing strategies of coca cola submitted by acknowledgements. But for a fullscale audit that provides panoramic visibility into your brand marketing. The true scope of your marketing audit is customizable to your business needs at that moment. Environmental analysis pest analysis is valuable while analyzing external environment where a business is conducted. Its not uncommon to perform a hypertargeted audit that covers just one marketing tactic over the course of one month. Another strength of coca cola is that they have a strong marketing strategy, they sponsor many different events such as the olympics, organizations such as the national basketball association nba and national college athletic. Cocacola is a globally recognized successful company. Coke drinks appear almost everywhere from vending machines, convenient stores to coffee shops, restaurants in hundreds of nations worldwide and become such a prestige brand. Coca cola remains the top planetary trade name, accomplishing the top ranking in businessweek s global brand scorecard one time once more in 2003. Names of companies, including all subsidiaries, operating in myanmar covered by this report. Audit risk analysis of the cocacola company 4897 words.
Concentrate is made and sent to all the bottling companies for soda formulas. Food and bevgcocke brand audit report coca cola drink. Cocacola, started in 1883, has successfully kept its brand relevant for over 100 years. Accounting policies adopted in cocacola 2012 financial statements. The marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. Marketing audit for coca cola enterprises uk essays. As of today, coca cola company is a wellrecognized and established company for soft drinks with its headquarters in atlanta, georgiachr. The report also tries to forecast some of the future strategies that may be adopted by them and impact in their growth. Currently in the uk, they are popular in different cities. General the cocacola company is the worlds largest nonalcoholic beverage company. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Cocacola does not merely use their social profiles to amplify their existing content but has a strategy tailormade for each network and geographical location. Dec 16, 2012 philippineslife ala cocacola 1991 coca cola is it.
Of our 21 billiondollar brands, 19 are available in lower or nosugar options to help people moderate their consumption of added sugar. The foreign competitorspepsi cola is the largest available competitor. Cocacolas headquarters are in atlanta, georgia, in america. The coca cola has 400 brands in about 200 countries besides its namesake coca cola beverage. The company operates a franchised distribution system dating from 1889. Coca cola is as well in the look for prospective companies which they can buy tem in, or enter into business agreements in order to expand its market t he target 60%. Profiling how the products form brand elements, the discussion will lean towards the marketing program adopted by coca cola company. Marketing audit 3 introduction coca cola was introduced back in 1886 in atlanta, which was invented by a pharmacist named dr. A marketing audit refers to a systematic analysis, evaluation, and interpretation of the business marketing environment. Click the button below to request a report when hardcopies become available. This paper was written in order to develop a marketing strategy for the coca cola amatil group ccl. A little set of recommendations would assist accomplish coke attain greater highs as discussed below. Because of this, coca cola has come up with long term objectives. Coca cola sells hundred of different beverages around the world, and even change the recipe to taste preferences of different regions it is selling in.
The reason for choosing coca cola for this report is that wide range of data is available on the company and competition between coca cola and pepsi is considered to be the top rivalry between two. The franchiser established pricing policies and provided overall marketing and brand promotion support. Because of this, cocacola has come up with long term objectives. A cocacola spokeswoman said reception for the share a. Its number one competitor, cocacola has positioned itself positively to focus on and satisfy the desires and needs of its consumers while preserving an image of value and genuineness to its consumers the cocacola company, 2014b. Cocacola system is still organized on a franchise basis. We use cookies to optimise our website to provide you with the best, most relevant experience.
Its number one competitor, coca cola has positioned itself positively to focus on and satisfy the desires and needs of its consumers while preserving an image of value and genuineness to its consumers the coca cola company, 2014b. Cocacola amatil has a proud history as a local manufacturer of cocacola products in the six countries in which we operate and is one of the worlds major cocacola bottlers. Cocacola currently offers more than 500 brands in over 200 countries and serves over 1. The coca cola company planning memorandum industry and regulatory risk factors. Buka cocacola, buka semangat baru 1993 always coca cola philippines2010 open cocacola, start a new spirit 2004 coke ko to. Pepsi cola is one of the worlds most successful companies of consumer goods. Orangina is in the top three brands of party beverages for 30% of consumers versus 70% for cocacola.
Cocacola sales in the grocery, convenience and impulse market increased just 0. Read online or download coca cola marketing audit pdf file for free, get many pdf ebooks from our online library related with coca cola marketing audit pdf sales and marketing audit report sample. Doc project report on marketing strategies of coca cola. In addition to our namesake cocacola drinks, some of our leading brands around the world include. While pepsi and coke continue its cola battle, the dr. A cocacola spokeswoman said reception for the share a coke campaign has been fantastic. Results under international financial reporting standards. The 4 ps of coca cola include the product, the price, the place and the promotions. Nazerke yermekova 4409784 zaid wani 3761988 shabbir hussain 3557509 nehl abbasi 4368496 idrissi bedraoui 498578 academic year. Independent auditors report to cocacola hbc ag report on the audit of the consolidated financial statements our opinion in our opinion, the consolidated financial statements give a true and fair view of the consolidated financial position of cocacola hbc ags. We work closely with our partner and major shareholder, the cocacola company, to deliver these products that are loved by so many. Ko is the worlds largest beverage company, offering over 500 brands to people in more than 200 countries.
In this report, the terms the cocacola company, company, we, us and our mean the cocacola company and all entities included in our consolidated financial statements. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Figures do not include results of coca cola femsa philippines, inc. The main focus was not on the entire product line of the group but for a new product, coke zero. This report looks at various marketing techniques used by coca cola to become one of the best known brands of the world. Responsible investment in myanmar the cocacola company.
Coca cola does not currently have any hardcopy reports on. Doc project report on marketing strategies of coca. Cocacola is also the most valuable brand in the world. This way, when a customer orders a drink, the only brand they are offered is coca cola, which forces them to buy a drink from that brand. Coca cola does not report sales of the soda concentrate, nor any information on them. Heres how cocacola keeps its marketing strategy focused. To consult the annual report of the audit commitee together with independent. Marketers reach peak innovation amid a failfast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity. In the history of the products, coca cola has created more. Audit risk analysis project the cocacola company kimberly williams liberty university memorandum to. First, the company partners with various restaurants, movie theaters, etc. Coca cola has reached its limit for free report views.
The nature of business in coca cola company portends the element of marketing that connects consumers with the product brand using strategic business units. The cocacola company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. Coca cola hbc is a leading bottler with sales of more than 2 billion unit cases annually. Unless the context requires otherwise, the cchbc group or the group refers, for the time period prior to 25 april 20, to cocacola hellenic bottling company s. Cocacola maintains a number of profiles on different social networks. There is a growing concern among consumers and public health officials about the public health consequences of obesity.
Figures do not include results of cocacola femsa philippines, inc. Cocacola reports strong growth in fourth quarter and full year 2019. Coca cola s headquarters are in atlanta, georgia, in america. Page 27 functional strategy o marketing strategy cocacola has an integrating marketing. John s pemberton which he sold in a local atlanta pharmacy storechr. Page 11 cocacola asset management mergent online, 2014 dec. The company operates a franchised distribution system dating from. It is best known for its flagship product, cocacola, and is.
The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Doc strategic audit of the cocacola company ozgur onday. Heres how coca cola keeps its marketing strategy focused. Report of coca cola marketing analysis marketing essay. The happiness machine campaign, for example, was a huge success with social media audiences. A strategic marketing plan for the cocacola amatil. Marketing audit 3 introduction cocacola was introduced back in 1886 in atlanta, which was invented by a pharmacist named dr. Get free access to pdf ebook marketing audit example from pdf ebook library get free access to pdf ebook coca cola marketing audit.
Marketing audit report for sony linkedin slideshare. Mar 30, 2020 the marketing and advertising cost of cocacola in 2000 was around 6. Every existing business should undergo an internal or external marketing audit at least every 3 or 4 years. As of today, cocacola company is a wellrecognized and established company for soft drinks with its headquarters in atlanta, georgiachr. A strategic marketing plan for the cocacola amatil company. Download as ppt, pdf, txt or read online from scribd. Direct marketing coca cola uses direct marketing in many ways. Company achieves or exceeds all full year guidance. Three other directors also retired during the year david meiklejohn, wal king and tony. Coca cola introduction cocacola was invented in may 1886 by dr. Annual report of the audit committee cocacola femsa. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world.
Coca cola has been leading the soft drink market around the world in the recent century due to its superior popularity and quality. The two companies monopolize the cola market in the world eileen p,andersonfye,2004. The cocacola company offers full transparency about diversity and inclusion, corporate governance and more. The cocacola brand is globally valued and recognized. This weeks focus of the group was all about summarising the work as well as bringing all the collected information to a well describeddefined end, this means we used the previous information we gathered on csfs critical success factors of cocacola in order to see the effects on its stakeholders in the past as well as potential effects of its certain.
Moreover, the cocacola company is the leading player in the global beverages. Marketing audit for coca cola enterprises free essay. Cocacola amatil has a long history of successful partnerships in the production, packaging, sales, and distribution of a. Social media analytics and insights on cocacola unmetric.
Accounting policies adopted in cocacola 2012 financial. The coca cola brand is globally valued and recognized. The company is engaged in the production, distribution, and marketing of nonalcoholic. An evaluation of marketing strategies undertaken by coca cola.
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