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Strategic Marketing Plan.

New Product Idea: the new product that I am to produce for the company is the Green drink. Green is a drink that will help the company reduce the criticism of the company not being health concerned. For quite a while, the company has been accused of facilitating diabetes and feeling great pressure due to high sugar levels in their drinks. The non-alcoholic beverage will be made up of majorly ginger and garlic combination going less chemical as the requirements of most health standards. The product will come out in two versions green, zero, and green. The sugar will be zero in the green zero, and it will also provide the diversification the company needs in the market against the competitors. The drink will be distributed across the globe due to the growing concerns of diabetes and countries like the USA considering health for their market. The product will be very effective for the Coca-cola company.

Part A: Environmental Analysis and SWOT Analysis

Company Description

Company for the product and Description: Cocacola is the leading company in the beverage industry for the fastness and the vastness to which it has covered the globe. There is a nine over ten chance that there is a Coca-Cola product in every one of the shops or fridges that we open. The company is licensed to sell many non-alcoholic drinks, including waters, enhanced waters, juices, and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks.

Vision and Mission Statement: The company's mission is to refresh the world as the company strives to make a difference among the community members. The company has a mission statement of "to craft the brands and choice of drinks that people love, to refresh them in body and spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people's lives, communities, and our planet.”

Product line description: The company deals purely with the no alcoholic beverages with about 200 brands — from Coca-Cola, to smart water, to Costa coffee. The drinks in the soda are very many, including Coca-Cola, Fanta, sprite, and Stoney as the original brands that are famously associated with the company.

Company information, such as the company's size: The company is quite extensive, working with lots of distribution centers across the globe. The distributors have to ensure that the products meet the different consumers of the product around the world. The company is diverse as it involves distributing the product across other communities, and having over seven hundred thousand employees and bottling partners, it aims to conquer the world. The company believes in serving society in the right way and not having the easy way out.

Environmental Analysis

We will look into competitive forces, economic forces, political forces, Legal, Regulatory, and Ethical Issues, Technological Forces, and social forces in the environmental analysis.

1.Competetive forces: the company is in a steep competition to win the soft drinks and beverage industry as much PepsiCo Inc., Dr. Pepper Snapple Group, Inc., Unilever Group, Mondēlez International, Inc., Groupe Danone, Kraft Foods Inc., and Nestlé S.A. As much as the company is facing competition, the brand makes it the most trusted product in the house.

2. Economic forces: the company has all its products distributed worldwide using the very many distributaries across the world. The company has created different tastes in their products to suit their consumer’s needs. The company ensures a good reputation with the distributors and the suppliers, ensuring that the products move swiftly to the consumers.

3. Political forces: the company is operating in different countries with different rules and regulations. The company must meet all the rules that the governments give on the products and services of the company. The company Coca-Cola laws must subscribe to include Accounting, taxes, internal marketing, and labor laws.

4. Legal Factors Regulatory and Ethical Issues: the company employs all the rights related to the business and its entire operations. All the products produced by the company are patented to ensure that the product's originality remains with the company. The patent rights ensure that the coca-cola company does not have duplicates in the market, allowing the company to enjoy the profits per the products.

5. Technological forces: the company, Coca-cola, employs a lot of machinery to produce its products to ensure that the quality and quantity of the products the company is offering are maintained. The company also employs social media technologies to ensure that it communicates with the consumers of the products across the globe. The technology has also allowed for maximum production that helps meet the needs of the consumers in the world from its factories in Britain.

6. Social Forces: Coca-cola has embraced the culture of the people it interacts with because over time, the products are produced and cultured to suit the country's needs. Since American's are becoming more health-conscious, the new product line should and will reflect a new way of life for all. The company is always in the research to ensure that the company's products are of addressing health concerns.

Current Market Targets

The current target market for Coca-Cola and the new products and services is the youth and the health clients, respectively, who are the most significant percentage of the people in the country, and they tend to define the future generation. Since all the genders love the Coca-Cola products, there has not been the need to discriminate against the consumers of the products. The company considers all the consumers of the products a target. Still, the youth have felt their need for leisure and entertainment, and the Coca-Cola products provide the fitting complement for the events.

Review Of the Current Market

The company Coca-Cola is considered a global player; hence, the more significant concern is ensuring that the company reaches almost all the corners of the globe to find the potential buyers of the products. The current main offices of the company are located in Atalanta, and the partnership with the bottling companies has allowed the company to get most of its products across the globe to supply to every male and female irrespective of their age. The need for soft drinks is so immense globally; hence reaching the need is supply to them to the market.

SWOT Analysis

SWOT analysis involved strengths, weaknesses, opportunities, and threats that Cocacola is going through. (Gurel & Tat,2017).

Strengths

a). Strong Brand Identity- the company is considered to have one of the worldwide brands in which people in one way or the other know of the products that are associated with the Coca-Cola company. The company has a vast global presence, making everyone know of the company. The logo is unique; hence, the identification and embracement of the products from the company is rapid and easy. Coca-cola products and brands are known to touch every lifestyle and demography.

b). Company valuation- the company is one of the most valued companies in the current market. The brand encompasses the brand and the good will the company has immersed over time. The high value attracts lots of attention of the market share and allows it to compete strongly in the market. The several branches f companies make the cost of the company plus the profits collected to go high.

c). Extended Global outreach- Coca-cola company is located in over two hundred countries globally, ensuring that the market coverage is well done. The broad scope and extension extend the brand name to new markets. The various products provided that there is not a product that misses the need of the consumers.

d). Dominant Market Share- coca-cola company, compared to the other competitor like Pepsi in the industry, has the largest market share due to its wide distribution. The company has the products like Coke, Sprite, Diet Coke, Fanta, Limca, and Maaza that have already covered miles in the coverage of the market share; hence the introduction of new products becomes quite an easy task for the company.

e). Customer loyalty- Coca-Cola enjoys a tremendous fun follow upon their products that make selling the products easy in the market. The dedication that comes to the effects of the company makes it hard to compete with Coca-Cola products.

Weaknesses

a). Competition from Pepsi- the products and services of the Pepsi company are so much a thorn in the flesh for Coca-Cola products. The competition between Pepsi and Coca-Cola is so steep, and the competition does not seem to come to an end any time soon. Pepsi brings the alternative of coke to the market, which is damaging to the demand of Coca-Cola.

b). Low diversification of the products- As the companies competing with Coca-Cola are in the diversified world, Coca-Cola is still lagging. Diversification allows for the coverage of the diverse segments of the market, which Coca-Cola has not much of the effort to take advantage of.

Opportunities.

a). Introduce a new product in the market and diversify its segments- the company can innovate new products and bring them to the need to maintain the competitive advantage. New products like health foods and drinks will ensure that the company gets a different avenue from collecting revenues.

b). Increase the presence in the developing countries- it is considered that hot areas attract a massive consumption of the soft drinks which coca-cola company can ensure they can exploit. Most of the developing countries are located within the tropics. The hot environment attracts excessive consumption of the drinks to cool the body or even substitute for the lost water from the bed.

Threats

a). The Packaging controversy –there is a consideration that the Coca-Cola company is facing threats from the environmental organizations for the usage of plastic bottles to packaging their products. The plastic bottle is considered to be non-decomposing, so they contribute to the poisoning of the environment. The company has not employed the recycling and renewing mechanisms for the plastics they litter the environment with.

b). Direct and Indirect Competition- the company is always on the lock horns with Pepsi, which has managed to provide the market with products that serve the same need as the products that Coca-Cola has provided. Other small companies have also ventured into the beverage and soft drinks industry, targeting the same market that Coca-Cola is trying to exploit. Substitute products from Nescafe, tea, and juice make the sodas from the Coca-Cola company not to be the only products to satisfy the needs of consumers.

Marketing Objectives

The marketing mix made up of the 4Ps (Product, Price, Place, and Promotion) can be used in analyzing the objective of the Coca-Cola company ( Thabit & Raewf,2018). The company, Coca-Cola, aims to inform and educate the consumers of the presence of Coca-Cola and the usage of the products the company is offering. The company must get to the position in which they feel like trying the company's outcomes and transform prospects into consumers that they have been seeking to maintain the market advantage. The company has learned to associate itself with happiness in the market which is the key aim of every humankind.

Ensuring that they situate themselves in the different countries allowed the company to exploit a massive market of approximately over two hundred countries. The uniquely designed structuring of the strategy has allowed the company to have extended brand coverage across the globe. The brand's uniqueness has allowed the company to sell its products to the consumers, with specific and unique products being associated with the company. The products involve; Coca-Cola, Sprite, Fanta, Diet Coke, Coca-Cola Zero, Coca-Cola Life, Coca-Cola Light, Minute Maid, Dasani, and many more.

On the price strategy, the company has had a fixed price for its products, reducing the exploitation of the consumers in the market. Constant prices lessen the chances of the consumers being so inquisitive about the quality for any variance in increment or decrement. The company has diversified into the social media form of advertising, which has increased the promotion of products related to the company. Adverts make the products of the company to be known worldwide.

Written Communication.

Creating a new product for Coca-Cola will be a necessity because it is an opportunity the company is supposed to exploit to reduce challenges. The product ensures that the health concerns like carbon and sugar levels in the new product are introduced in the different product. The new development will factor in the environmental concerns to ensure that all the products are branded to ensure that the plastic products are returned to the company to recycle and reuse. The products concerns for the products has been health and environment the new product will ensure it provides for a starting ground for addressing the consumers concern. The product will ensure that the company maintains its status in the market to ensure the survival and growth of the company.

References