2. SWOT MATRIX
Strengths Opportunities
Innovation : coca-cola took soft drinks Limitless Opportunities : Due to their
and made products,packahing,equipment powerful market position and huge
and marketing unlike any other company
before them. profits that they turn over.
Strong Brand Image : Since 1998,Coke Minute Maid : The aim of the Minute
has had the most recognizable trademark Maid Company is to be the Coca-Cola
in the world. of juices.
Production : 10 bottling subsidiaries that
are totally controlled by Coca-Cola and Expansion Globally : European
local bottlers produce their product. markets still offer potential growth.
Loyalty : The strongest display of European consumers drink Coca-Cola
brands loyalty shown compared to any on avrage less than twice a week.
other brand.
Weaknesses Threats
Decentralized Management : The company Regional Economy : Coca-Cola is facing
does not set common corporate goals. economic threats in some of the geographic
Bottling : The relationship that Coca-Cola has areas that have been struck by down turn in the
with their independent bottlers is constantly economy.
under negotiation. Health Concerns : Complex sugars are normally
Stockholders : Remain dedicated to building a the first things get cut off by people who are
better business. dieting and Coke is fill of them.
Health Risk : More health-conscious consumers Competition : Pepsi Co is attempting lead the
due to the health issue that have come up over soft drink industry by cutting into the younger
the past years. Coca-Cola has never produced an 13-25 year old demographic.
organic product.
3. CONSUMER BEHAVIOR
Consumer behavior is the study of how
people buy, what they buy, when they buy
and why they buy. It attempts to
understands the buyer decision making
process, both individually and in group. It
studies characteristics of individual
consumers such as demographics,
psychographics and behavioural variables
in an attempt to understand people’s wants.
4. STAGES OF THE CONSUMER
BUYING PROCESS
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Purchase
Post-purchase Evaluation
5. RECOMMENDATIONS
The company wants to continue to turn the image of Coca-Cola around.
They proceed to invest heavily in developing the potential of their
international market.
One major focus points is increasing the geographic coverage of the
company’s bottling plant.
continue to move forward in the development of outside products.
still the international project remains an advantage over the competition
and should be continuously improved.
Coca-Cola should persist in producing lower calorie drinks, more
organic products and focus on the building of brand image.
Coca-Cola has been a well known product and the brand name stands
out, the brand can bring out new items and make newer innovations for
loyal customers to try (2009)
6. INDIA’S ENIVRONMENT
Indian culture is made up of many different
racial and religious backgrounds
Indian culture usually doesn’t discriminate on race,
gender, religion and different culture backgrounds.
India is currently the 9th largest economic country
in the world.
7. MARKETING OPPORTU
NITIES IN INDIA
indians make a larger portion of their food purchases in
specially stores, they spend their money on personal items
like clothing, alcoholic beverages and tobacco.
when marketing in india you want to present the consumer
with rational reasons to buy and stimulating
advertisements that get good emotional responses.
It is possible for indian exporters to establish long-term
market penetration, increased market share and loyal
consumer. The promotion strategies of goods and services
must be adapted the cultural context of india.
Exporters must tailor their promotional strategies to
appeal to a unique culture that is comprised of English,
hindi and many speaking countries. Differences in
lifestyles between all indians can result in surprisingly
difference in consumer behavior decisions.
8. IMPROVEMENTS SUCCESSES
At the end of 2010 Coke 56 bottling plants
installed 400 rainwater in india
harvesting structures
spread across 22 states. 25000 system
85% of of our unit case employees in
volume today is india
delivered in recyclable
bottles and cans. 21 consecutive
quarters of
growth
10. CHINA’S
INVRONMENT
Cultural environment
- ( “face” & “guanxi”)
Economic environment
- ( decline in growth )
Financial environment
- ( developing central region )
Political environment
- ( pan-blue/green coalitions )
11. MARKETING OPPORTU
NITES IN CHINA
– Although Coca-cola can think of many different ways to improve the
brand name for future success, they try to implement four main keys to
being successful within the company. Many companies may use
alternative strategies of how to build a successful company.
– Improvement not system replacement as implementation focus :
Although almost every plant replaced a previous exiting system, the first
objective of the implementation was always to improve the operation of
the business. This is what runs the business and should always be first to
organize and reconstruct.
– One plan at a time :
Performance has been taken on in amounts that are manageable to achieve,
usually without having to accomplish two assignments at once and without
the pressure of doing more than one job in many different places.
– Plant ownership/Corporate support :
As a company, Coca-Cola provides consulting and training support at a
level needed to be successful and help the company continue to be
successful as well.
– High standards and expectations at performance :
– When having a successful company or trying to build one, you must have
high expectations that should be met by each associate that works for
12. Coca-Cola is expecting china to be it’s largest market,
according to E. Neville Isdell.
China is currently holding the spot of the 4th largest market
and chairman comments on it’s rapid growth to being
number one.
The Coca-Cola company has been in the prcess of building
two new bottling factories in East Chins as well as
Northwest China’s Xinjiang Uygur Autonomous Region.
Combining these two new establishment, makes a strong
count of 37 total factories in China.
14. WARNING ?
In 2003, the Centre for Science and Environment
(CSE), a non-governmental organization in New
Delhi, said aerated waters produced by soft drinks
manufacturers in India, including multinational
giants PepsiCo and Coca-Cola, contained toxins
including lindane, DDT, malathion and chlorpyrifos
— pesticides that can contribute to cancer and a
breakdown of the immune system. Tested products
included Coke, Pepsi, and several other soft drinks
(7Up, Mirinda, Fanta, Thums Up, Limca, Sprite),
many produced by The Coca-Cola Company.
