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Levis Strauss Strategic Plan

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Marketing Plan - Coca Cola

Executive Summary

[pic][pic][pic][pic][pic]The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world.

Mission Statement

The Coca-Cola Company's mission statement is:

'Remind Coca-Cola is the read thing' but their motto now has changed to 'To benefit and refresh everyone who is touched by our business.'

Also Coca-Cola would hope to provide the best quality drink for everyone, all the employees working for them being at their top and fulliest.


Marketing is the role used by the business to plan, price, promote and distribute products/services to individuals. The Coca-Cola Company's marketing includes:

(i)Situational analysis

(ii)Target Market


(iv)Marketing strategies and the marketing mix

(v)Monitoring & Controlling

(i) Situational Analysis

The Coca-Cola Company has been operating for over a century and is highly successful. It is currently in the renewal level of the post-maturity stage in the business life cycle. This is shown in Fig. (10).

Sales ($)

Fig. (10) The Coca-Cola Company's business life cycle

SWOT Analysis

Strengths (S)Weaknesses (W)

·Has been operating successfullyfor over a century.·Is known world-wide and operates in more than 200 countries.·Coca-Cola has a large share of the cola segment - holding approximately 85 per cent.·The Coca-Cola Company is the mostrecognised trademark in the world. ·The contract The Coca-Cola Company has with its bottlers is under constant negotiations.


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