In terms of Coca-Cola Company also some macro environmental factors like demographics, economic, natural, technological, social and political factors can bring some impact in the market of the company. So, every marketer should find out these factors and should bring some changes to their marketing strategies in order to rule in the market and to sustain their business organization. Since the Coca-Cola Company has always focused on adding value to its product, it is standing at the top position in the market. There are very few competitors who can compete Coca-Cola on that
Market segments help the company to improve their products and services, knowing needs of their customers and innovate new sectors. Coca-cola distribute their business in few operating segments which are Eurasia and Africa, Europe, Latin America, North America, Asia Pacific, Bottling Investments and Corpora. They markets the products selling into different market, such as Diet coke and Coke Zero. Coca-Cola uses the consumer segmentation criteria and market into different groups of behavioural, psychographic and profile. Coca-Cola creates value to its brands and with good performance to convince people to buy their products.
PEOPLE DEVELOPMENT: Recruiting, developing and gratifying talent is central to the value “Caring For Our People”. The future of Coca Cola Company as the successful and dynamic company is the dependent upon as equipping our employees to reach their full potential. EMPLOYEE ENGAGEMENT: Everything starts with our values only. They are the DNA of the company what makes men who we are. In 2011 we reinforced the commitment to being a value-led organisation and then undertook a project to clearly define these values and build a high –performance team committed for living them everyday, in everything we do.
Coca-cola is also in partnership with the supplier of high-quality industrial maintenance, repair and maintenance products supplier. The helps in building collaboration and providing management focus. They also help in the evaluation of performance based on quality, cost and value, service and innovation and corporate responsibility. The key role of their partnership is improving service innovation, supply chain, communicating the values and the importance of responsible environment practices. Coca-Cola has more than 300 bottling partners.
The ‘Share A Coke’ campaign had successfully taken off in other territories previously so the brand adapted this campaign in the US to the teenage audience in order to show them how ‘fun’ it was to get a bottle of Coke with your own name on it. Two elements differentiated this campaign from similar campaigns ran in different territories. Firstly, the packaging was of integral importance as there was evidence that stated teenagers were not buying the product so they had to work with the product to develop a feature that would draw the audience to the product and in turn make them buy it. Secondly, the interactive hashtag #ShareaCoke created a depth and breadth of content and ways for teens to get involved and use the ever expanding realm of social media to amplify the idea. The success of the campaign was in black and white with results stating that 1.25 million more teens tried a Coke during the following summer and sales of participating Coca-Cola packages rose by an incredible 11% in the US.
In order to avoid health issues, people may reduce their purchases of Coca-Cola’s drinks. Government agencies may also create regulations directed at reducing sales of carbonated beverages. This may be done through increasing taxes on sugared drinks, implementing marketing and packaging restrictions or promoting negative publicity and educational programmes aimed at increasing awareness of health problems caused by consuming Coca-Cola’s beverages (The Coca-Cola company, 2017). In conclusion, PESTLE analysis, analysis of the competitive environment for Coca-Cola and SWOT analysis demonstrate that the company’s overall performance is effective, that its level of competitiveness is high and that Coca-Cola has successfully used opportunities arising from changes in the technological environment. However, Coca-Cola should develop new strategies in order to protect itself from the negative impact of economic and social changes and to avoid the negative influence of political, legal and environmental factors in the
Currently, the main competitor for the Coca – Cola Company is the PepsiCo, Inc., which also has a wide range of beverages under its brand. Both of the companies are the leaders of the carbonated soft drinks industry and they compete in order to surpass. Both companies committed heavily to sponsoring outdoor events and activities in order to advertise their products or brands. Also, there are other soda brands in the market which became popular as they have unique flavors. For example, Dr. Pepper could succeed to emerge in the market with its unique taste.
Coca-Cola is one of the leading companies in beverage industry. It operates around the globe and not only offers soft drinks but sports drinks, juices and other beverages as well. As written in its quality policy, Coca-Cola takes measures to maintain its quality and never fails to satisfy its customers. By maintain its quality and safety standards; Coca-Cola has gained immense popularity and success. There is no one who is not familiar with the brand name Coca-Cola.
Coca cola Marketing Strategy Market Segmentation Geographic segmentation: Coca Cola has segmented the worldwide market on the basis of geographies. There are various divisions created for major regions of the world and heads of each division report to the parent company. Lot of autonomy is given to each division to run the operations. Place of consumption: Coca Cola sections the market on the premise of the place of utilization of the refreshment. The greater part of the utilization happens on introduce, for example, films, railroad station, eateries and so forth, while rest of it happens in homes.
Social Analysis and Factors Social factors that affect the sales of Coca Cola 's products include the following: 1. The majority of people in the US are showing increasing interest in healthy lifestyles. That has strongly influenced the sales within non alcoholic beverage sector as many customers switch to bottled water and diet colas such as CocaCola Light or Zero. 2. Time management is a concern for 43 percent of all households, a percentage that has increased over the years.