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Marketing Strategy Of Coca Cola

911 Words4 Pages

As we know, the world is changing all around us. In order to continue to thrive as a business over the next ten years and beyond, Coca Cola must think beforehand, knows the trends and forces that will decide how Coca Cola’s business is in the future and move rapidly to prepare for what 's to come. We must get ready for tomorrow. That 's what Coca Cola’s 2020 Vision is all about. It makes them have a long- term and clear plan for business and give them “Roadmap” to win our bottling partner. Firstly, about Coca Cola’s mission
Their Roadmap begins with their mission, which is enduring. It claims their aim as a company and serves follow the standard they consider to act.
• To refresh the world...
• To inspire the happy moments and optimism... …show more content…

Therefore the company 's target markets are any and all consumers. However, there are also some brands that they specify customers. For example, Coca-Cola 's PowerAde is a sports drink that is aimed at athletic men and women, where as its diet soft drinks are targeted at consumers who are of older age (Clark, 2005). This type of marketing approach is referred to as market segmentation. Market segmentation is defined as "the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups" (Hair, Lamb, & McDaniel, 2006, p. 212). Coca Cola segments market into two kinds to reseach such as demographic and geographic segmentation. Before 1960 the Coca-Cola Company only had one beverage aimed at the entire soft drink market (Hair, Lamb, & McDaniel, 2006, p. 212). Currently Coca-Cola provides a wide range of products including coffee, tea, sports drinks, energy drinks, water and their well-known Coca-Cola soft drinks (Coca-Cola Datamonitor, …show more content…

Coca-Cola makes products and services that will help be suiatble for the needs and wants of their marketplaces. They have sought that people expect more from their beverages. To try and fill this desire Coca-Cola has developed the Beverage Institute For Health and Wellness. This institute develops and tries new product ideas that can contribute to their product line. In additions, "the Institute works with the China Academy of Chinese Medical Sciences to research the active ingredients in Chinese medicinal beverages and soups for the potential development of new beverages" (The Coca-Cola Company Annual Review, 2006). Coca-Cola wants to be capable of keeping their market alive and constantly drinking their line of refreshments, so they continue to make research that will benefit their consumers, as well being potential profits for the

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