The mission of coca cola consists of refreshing the world, inspiring moments of happiness and optimism, creating value and making a difference coca cola

As a result, in major markets such asthe US, China or Europe, the Coca Cola logo always has a solid position.. In markets such as the US and Europe,Coca Cola's products are always "domin

TABLE OF CONTENTS

1 Executive Summary 1

1.1 Mission 1

1.2 Vision 1

1.3 Objectives 1

1.4 Goals 1

1.5 Interesting things related to the company 2

2 Current marketing situation 3

2.1 Market description 3

2.2 Distribution 6

3 SWOT analysis 8

3.1 Strengths 8

3.2 Weaknesses 9

3.3 Opportunities 10

3.4 Threats 11

4 Marketing Strategy 12

4.1 Market Segmentation 12

4.2 Market Targeting 14

4.3 Differentiation & Positioning 15

5 Action program 16

6 Recommendations 17

6.1 Product Strategy 18

6.2 Price Strategy 18

6.3 Sales promotion 19

6.4 Public relation 20

7 Budget 20

8 References 23

1 Executive Summary

1.1 Mission

The Mission of Coca-Cola consists of refreshing the world, inspiring moments of happiness and optimism, creating value and making a difference Coca-Cola is very good at marketing itself With the target to associate positive emotions with its brands, the company's marketing campaigns are very successful Its aim is to reinforce its distribution and sales when it becomes a product tied to the daily lives of millions of people.

1.2 Vision

It will be a fantastic place to work where people are motivated to achieve their full potential Coca-Cola also delivers a portfolio of beverage brands throughout the world, satisfying people's desires and requirements Partners create mutual, enduring value by nurturing a network of customers and suppliers With profit, Coca-Cola maintains sustainable, long-term development in the beverage industry and maximizes its profits and it will be a highly effective, and fast-moving organization about productivity.

1.3 Objectives

The main objectives of the Coca-Cola Company are to be known as a business in the world conducting business responsibility, ethically and to promote sustainable growth to act in the future's world From that, it creates a platform for companies in the decision-making process.

1.4 Goals

There are three goals Firstly, creating loved brands because Coca-Cola means enthusiast and their lives; best in ingredients, innovation, design, and marketing; Investing to gain the top of

your customers' favorite brands; product system operating globally and locally; Building strongpartnerships to access to the market Secondly, doing sustainably: Starting with facts, based on science;Developing the business, decreasing sugar and providing choices for consumers; Make packaging part

of a circular economy, with 100% collection Finally, a better-shared future: Caring about thedevelopment of employees' talents for the future; providing equal access and more inclusiveopportunities for employees; creating value for customers; distributing profits to shareholders thatrange from large organizations to millions of individuals

1.5 Interesting things related to the company

There are many interesting facts that not all loyal followers of Coca-Cola or everyone know Forinstance, Coca-Cola's secret recipe was written on a piece of paper kept in a vault in the United States.Coca-Cola's current recipe remains a trade secret, although a variety of recipes were reported In orderfor Coca-Cola to continue operating as it is, the company entered into an agreement with the DrugEnforcement Administration to allow them to import dried coca leaves from Peru in bulk Only a fewpeople are aware of Coca-secret Cola's formula The concentrate is produced in one location and thendistributed to over 900 bottling companies throughout the world Besides, Coca-Cola spent $4 billion

on advertising in 2016, and one of the company's most famous phrases, "Pause Refresh," was first used

in 1929 Coca-Cola advertising has influenced American society, and the company is often creditedwith developing the modern image of Santa Claus dressed in red and white Besides, Coca-Cola isassociated with happiness In fact, in Mandarin, Coca-Cola means “Delicious Happiness” Besides,Coca-Cola's red isn't just any red; it's a very precise shade, and the firm works hard to maintain it And

94 percent of the world's population recognizes the red and white Coca-Cola logo

2 Current marketing situation

2.1 Market description

Coca-Cola is primarily aimed at young people aged 10 to 35, but it divides them into segments depending on "age, family size, and income." Coca-Cola's success is largely due to its perfect segmentation.

Coca-Cola's strategy is to focus on key markets, not spread investment That is the strategy that CocaCola always takes as the foundation for its development goals Since its inception, Coca Cola's goal hasbeen to dominate the largest markets, not spread the market to the whole world Coca Cola has alwaysbeen consistent with traditional markets According to the company, it must first establish a foothold inlarge traditional markets and then expand into smaller markets As a result, in major markets such asthe US, China or Europe, the Coca Cola logo always has a solid position Every year, Coca-Colainvests about 70-80% of the total investment capital in traditional markets in advertising activities,improving product quality as well as other marketing strategies to maintain and enhance Coca-Cola'sposition Cola in the mind of the customer Coca Cola invests millions of dollars in large, impressiveAdvertising Contracts that have a great impact on customers In markets such as the US and Europe,Coca Cola's products are always "dominating" although many other soft drink brands have beenlaunched recently, especially rival Pepsi Besides, Coca-Cola is often associated with the slogan "Openhappiness", in fact the word Coca-Cola in tangerine means "Delicious happiness" This is exactly whatthe brand stands for by conveying the message that connects people together and creates happymoments in their lives to orient and engage their target audience

2.1.1 Product Review

The Coca-Cola brand is known as a carbonated soft drink brand, but they always exploit and learn themulti-dimensional aspects of customers' needs to diversify products to be more suitable for manysegments above market Some product lines can be mentioned such as: Minute Maid, Fuze, Fanta,Sprite, Dr Pepper, Powerade, Del Valle Depending on the needs, each product line will have smallerproducts for flexibility customer service activities There are new things that have appeared in thesmall brands of Coca-Cola that are some that have removed the carbonated ingredient and replaced itwith juices made with fruit, or healthy ingredients The next difference, which we can mention, is thatCoca-Cola's naming of brands is easy to remember and makes an impression as well as diversifying theproduct portfolio Help customers think of white gas foam with characteristic watercolor This isdifferent from products like Pepsi or other soft drink brands In addition, Coca Cola is also constantlyimproving its brand reputation Through improving product quality, beautiful packaging and reasonableprices, Coca Cola constantly improves its beautifully designed and creative packaging Besides theconvenience to give customers a new and unique feeling Additionally, starting in 2008, coca cola hasreduced the amount of plastic in PET bottles by 8% for most major packaging types And reduced byanother 10% in 2015 Currently, coca cola's plastic bottles and containers can be recycled into manyitems, including hats and t-shirts In Particular, Dasani bottles can be twisted to help consumersreduce the amount of waste waste because when it is twisted, the bottle size is reduced, thussignificantly reducing the volume of waste in the bin, in the landfill Coca cola also intends to usePlantBottle bottles - a PET plastic bottle with plant-based ingredients, which can be completelyrecycled in the near future, to contribute to environmental protection in the world

The price of Coca-Cola ranges from 10,000 VND to 240,000 VND (depending on whether it is sold separately or sold in cartons).

2.1.2 Review of competition

Most of us are aware that Coca-biggest Cola's and most direct competition is Pepsi, and there have beennumerous skirmishes between these two globally recognized beverage companies Despite being bornafter Coca-Cola, Pepsi quickly became a beverage industry behemoth, using the same carbonated drinkrecipe as the Coca-Cola house Pepsi is considered to be less expensive than Coca-Cola; each productcosts between 7,500 and 8,800 VND (Vietnamese Dong) There has been a lot of debate concerning theflavor of these two beverages, with some claiming that it is difficult to tell them apart since they taste sosimilar, but the nutritional value of these two items is different Coca-Cola contains less sugar, calories,and caffeine than Pepsi Coca-Cola, on the other hand, has a higher sodium salt content than Pepsi.Furthermore, Pepsi contains a unique chemical that Coca-Cola does not, namely the acid that balancesthe acidity in soft drinks Furthermore, in terms of business strategy, the two beverage industrybehemoths have established distinctions in the way they coordinate and operate products that affectcustomer psychology, such as Coca-development Cola's in the direction of priority emotional aspects,the person's past Pepsi, on the other hand, wants to grow its brand in a more modern, youthful, anddynamic way PepsiCo has double the revenue of Coca-Cola, giving it a competitive advantage in terms

of efficiency Furthermore, PepsiCo's return on assets ratio is larger than Coca- Cola's Coca-Cola has arevenue of $32.25 billion, whereas PepsiCo has a revenue of $64.98 billion PepsiCo's business scopewas also broadened and diversified, moving beyond carbonated beverages and snacks This strategy'srapid expansion in recent years has played a crucial role in PepsiCo's excellent performance According

to Haris Anwar, senior

analyst at global financial portal Investing.com, things for PepsiCo could get much better Pepsi has aslew of favorable catalysts in place to help the company maintain its growth pace in the future." Pepsi'sambition to diversify into snacks, according to Haris, will provide the company a considerablecompetitive advantage over rival Coca-Cola Pepsi's success with snacks, for example, is somethingCoca-Cola has struggled to match He claims that over the last few years, sales and operational profithave grown more rapidly Pepsi stock will continue to sustain and expand as a result of its competitiveadvantage and performance in the filtered water market."

2.2 Distribution

Coca Cola was initially a little beverage shop, the fundamental business structure was sellingstraightforwardly to clients Sooner or later, Coca Cola progressively became adored by clients, incomeand scale expanded From that point forward, Coca Cola extended a lot more branches Coca Colaoffers an assortment of circulation systems like dispersion through specialists, grocery stores,wholesalers, and so on, intending to convey items to clients as fast as could be expected

In any case, they have consistently been extremely centered around direct conveyance technique TodayCoca Cola disseminates items straightforwardly to purchasers in numerous ways For instance, selling

on the web on business destinations, for example, long range interpersonal communication locales,Google, electronic applications to arrive at clients by means of the web all the more deftly Or on theother hand Coca Cola additionally circulates items to candy machines, these distributing frameworksare situated in spaces of feasting, diversion, amusement, clinics, schools, What's more, Coca Colaadditionally sells at direct selling focuses, they are

progressively mixing it up of beverages to the menu, for example, carbonated beverages, caffeinated drinks, natural product juices of plant beginning, and sports drinks sports, mineral water, instant espresso and tea.

Plus, Coca Cola likewise conveys it to retail organizations like grocery stores, specialists, and little shops so purchasers can rapidly know the brand, so they can devour enormous amounts

of items items in a brief time frame Discount organizations will be associations that purchase merchandise in enormous amounts and disseminate them to customers, so helping out discount organizations helps Coca Cola increment item utilization Moreover, it likewise assists organizations with saving showcasing and advancement costs.

The Coca-Cola Company (2021)

3 SWOT analysis

The Coca-Cola Company is a global beverage company headquartered in the United States of

America They make, market, and sell syrups and nonalcoholic beverage concentrates Coca-Cola hasestablished itself as a market leader They have built a name for themselves in the soft drink industry since their establishment The Coca-Cola SWOT analysis can reveal the tactics that can assist the organization increase its position and maximizing income They examine the impacts of

competitiveness and vulnerabilities based on culture and organizational structure By realizing

opportunities, the organization can restructure its strategies and operations

by Interbrand The brand is worth around $87.6 billion in 2021 and has been at the top for many years.Coca-Cola is leading the market in the beverage industry (Forbes, 2020) They are the world's largestnon-alcoholic beverage manufacturer, supplying over 1.9 billion of the 60 billion servings of differentbeverages eaten globally each day Because of that, the brand affiliates with a lot of big brands and getsthe loyalty of their customers Coca-Cola is regarded as one of the most emotionally charged brands

in the United States This valued brand is synonymous with “happiness” and has high consumer loyalty Customers may immediately identify their preferred flavor It is tough for them to find suitable replacements Furthermore, Coca-Cola has a larger fan base than other beverage brands in the business Coca-Cola has the biggest market share among the two main makers of soft drinks in the beverage category, Coca-Cola and Pepsi Coca-top Cola's growth

drivers include Coke, Sprite, Diet Coke, Fanta Besides, Coca-Cola has acquired some brands such as Ades, the largest soy-based beverage brand, in 2016 (Johnston, 2020) Then to broaden their beverage line, Coca-Cola introduced a slew of new beverages.

3.2 Weaknesses

A corporation must be aware of its weaknesses as well as its strengths They can take the requiredactions to mitigate their effect if they understand the factors limiting their growth First of all,carbonated drinks are a primary source of sugar consumption Obesity and diabetes are the endoutcomes Coca-Cola is the world's largest maker of carbonated drinks Many health professionals haveadvised against drinking these soft drinks It is a contentious problem for the corporation However,Coca-Cola has failed to provide a healthy alternative or answer to this problem In addition, theirproducts are not as diverse as other beverage companies in the market Coca-Cola has a relativelylimited product portfolio While Pepsi has created snack goods such as Lays and Kurkure, Coca-Colahas lagged As a result, Pepsi has greater chances for expansion than Coca-Cola When it comes toPepsi, everyone knows that these two corporations are still fierce competitors Coca-Cola's biggest rival

is still Pepsi Coca-Cola may have surpassed Pepsi to become the beverage market's top if they hadwon Pepsi has long battled aggressively with Coca-Cola, and neither company appears to be willing torelinquish its dominant position One serious problem Coca-Cola is still trying to solve is watermanagement The company has faced

several critiques and viewpoints on its usage of water in the past Many organizations also voice out since Coca-Cola is widely consumed in places where water is scarce Furthermore, there have been reports that Coca-Cola blended their beverages with pesticides to eliminate contaminants So this is a fairly evident flaw in Coca-Cola that has to be addressed in the future Moreover, Coca-Cola is overly reliant on third-party technology This company is

especially weak in terms of technology, so they often rely on third-party technology to do business The corporation struck a new five-year agreement with Microsoft to sell business software (Nellis, 2020).

3.3 Opportunities

The organization may focus on the ones that complement its capabilities Coca-Cola, as a top-ratedbrand, possesses numerous assets that enable them to capitalize on various prospects for growth First,they should use high-tech supply chain systems The supply chain and logistics are crucial to Coca-Cola’s operations The price of petrol and freight is currently at an all-time high and shows no signs ofabating As a result, Coca-Cola must improve its product distribution system and supply chain evenmore to cut fuel and transportation expenses Second, the brand should introduce new products anddiversify its segments Coca-Cola is also looking to expand into the food industry If they had engaged

in food product development like Pepsi, this firm may have progressed further This also contributes tothe company's overall revenue As a result, Coca-Cola should aim to broaden its research and engage ininnovation in order to offer more diversified goods Third, Coca-Cola has introduced a slew of newdrink names This is a significant advantage for Coca-Cola This organization may study and develophealthy drinks on the market in addition to generating carbonated water, which can be harmful to one'shealth if taken in excess Furthermore, if effective, everyone's criticism may be lessened In addition, an

effective way for this company to grow is to expand through acquisition Coca-Cola may generate money in a variety of ways, but in this day and time, the most profitable approach is

to enter a variety of markets Coca-Cola has expanded its operations in recent years by acquiring other companies' brands They have the financial resources to acquire companies in new areas while also capitalizing on all of their available prospects (Scully, 2020) Finally, the

company should concentrate on expanding markets in developing countries Because Cola is a beverage company, the consumer market should focus on places with warmer temperatures because cold drinks taste better when drunk cold and product consumption will

Coca-be higher As a result, the corporation should hunt for such locations and invest in a business there The brand's popularity will rise as more people become aware of it.

3.4 Threats

Despite being the world's largest non-alcoholic beverage corporation, Coca-Cola has marketing andcommercial problems and dangers The most serious problem is environmental pollution Anenvironmental group has filed a lawsuit against Coca-Cola for producing plastic pollution.(McCormick, 2020) Furthermore, the corporation may face litigation in many areas The more volatilethe market, the more nations will implement distinct rules governing the quality of items in eachmarket Coca-Cola has long been chastised in the community for its water management practices.Several environmental and social organizations have chastised the corporation for their excessive usage

of water, particularly in water-stressed areas Furthermore, as previously stated, they are suspected ofputting pesticides into the water to clean up hazardous trash discharged from the facility This has aparticularly negative impact on Coca-Cola’s image and reputation Nowadays, everyone places a highvalue on health protection; yet, carbonated soft drinks can have negative effects on the body andeveryone's health People's lives and habits have changed