2. Assignment Instructions
Step 1: Review social commentary in The Importance of Being
Earnest.
a) Identify social issues explored in The Importance of Being
Earnest.
b) Determine how Wilde comments on social issues and
critiques society.
c) If necessary, revisit the play to find specific examples.
Step 2: Identify current social issues.
a) Brainstorm specific examples of current social issues and
problems.
b) Determine whether there are similarities between current
social issues and Victorian social
issues.
c) Conduct additional online research if necessary.
d) Keep track of any sources you consult.
Step 3: Create an engaging blog post.
a) Find and use images that reflect your ideas and viewpoint.
b) Use titles and headings to organize information.
4. □ Does your blog post use titles and headings to organize
information?
□ Does your blog post use a conversational style and tone?
□ Did you cite your research sources in the sources section?
Step 5: Revise and submit your blog post file.
a) If your work does not meet all of the requirements on the
checklist, make necessary revisions.
b) Once you have completed your blog post, you will save your
file. (Ask your teacher for help.)
c) Return to the Virtual Classroom and use the “Browse for file”
option to locate and submit your
assignment. Congratulations on completing your assignment!
d) Ask your teacher for further instructions about printing your
work and presenting it to an
audience.
Market Analysis and SWOT Assignment
Industry Overview
5. Industry category – The Coca-Cola Firm is a beverage company
that sells its products in different countries all over the world
and territories. The company’s mission is that it aims at
revitalize changing the planet and trying to bring about a
difference. Some of the products that the company produces
include Sprite, Fanta, Coca-Cola and many other drinks. The
company seeks to solve the problem of distribution to all parts
of the world by incorporating different suppliers and
distributors in their line of operation (Christ et al., 2018).
Industry characteristics – The beverage sector in the United
States is worth $146 billion. In 2021, non-alcoholic beverage
sales in the United States totaled $414.8 million. Every day,
Americans take 341.1 drink calories on average, while children
consume 312.6 drink calories. The major players in this industry
include PepsiCo, JBS, Tyson foods and many others, some of
the major distributors in this industry include the empire
merchants North LLC, young market company, alliance
beverage distribution among others.
Industry regulations – There are different rules and regulations
that have been set by the federal government that requires that
any company that is operating in the beverage industry must
adhere to. Some of these regulations include accurate labeling
and advertising. Also the FDA requires that any beverage drink
that is intended for human consumption should be sealed in
bottles and any added ingredients should be measured to be safe
for the consumer.
Market growth and trends – The industry in this case has been
significantly been growing, many new and healthier products
have been produced by different companies in the sector and
also there have been new entries to the market that have been
increasing the competition in this case (Wee, 2017). Looking at
the industry, there are current trends that may affect the general
business, some of these trends include the change in people
lifestyles of people to seek and drinks that are healthier, coca
cola in this case therefore with its zero sugar drink will increase
its demand.
6. Stability – The beverage industry in the country has always
been very stable, people have always been interested in the
drinks and especially the non-alcoholic ones being offered by
the companies in the industry. Economically, the revenue that
has been generated by the industry both historically has been
very stable and the revenue has been consistently been rising
throughout the years.
Market Segmentation
Coca Cola Company is primarily located in the United States,
its headquarters are located in Atlanta, Georgia.
Currently, the market of the industry is very huge and the
customers that the company in this case specifically has the
ability to support the business as it has established itself
throughout the years and it has gained a big market share that
helps in supporting its business activities.
In as much as the company sees everyone as the target market,
the marketing plan in this case will only consider looking at
only one target market. The target customers for the Coca-Cola
No Sugar product include the people who do have existing
medical conditions that deprive them of using products with
sugar and also the general population who are aiming to live a
healthy life. The characteristics of the buyers in the company
are people who in most cases do not prefer alcoholic drinks, and
are more interested in maintaining and having a healthy
lifestyle. The consumer needs in the beverage market is to get
beverage drinks that are considered to be in need of drinks that
have less sugar as much as possible and that are also affordable
to them.
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
7. Target Market
Market Shape
When segmenting the market, start by defining the Total
Available Market (TAM), then Serviceable Available Market
(SAM), and finally Target Market (TM).
Total Available Market – Currently, the total available market
of coca cola Company in the United States is considered to be
very big. Considering the fact that the products offered by the
company are non-alcoholic, this makes every person and every
household in the country to be a prospect when it comes to
measuring the total available market.
Serviceable Available Market – Considering that Coca Cola is a
big Company in the United States and even the whole world, its
market segmentation is also huge. However the company seeks
to reach out to customers who are in geographical areas that are
considered to have high temperatures mostly since the products
that the company offers are soft cold drinks meant for fun and
refreshment.
Target Market – In as much as the company sees everyone as
the target market, the marketing plan in this case will only
consider looking at only one target market. The target
customers for the Coca-Cola No Sugar product include the
people who do have existing medical conditions that deprive
them of using products with sugar and also the general
population who are aiming to live a healthy life (Chua et al.,
2020).
Competition
Direct competitors - The beverage company has been considered
to have some big competitors that have been fighting to have
the big market share in the industry. Some of the competitors
that the company has include Tetra Pak, Red Bull, Soylent and
Keuring Dr. Pepper. All these competitors have been in the
market for a very long time just as the same time as coca cola
8. has been in the industry.
Competitor strengths and weaknesses – Looking at the
competitors in this case, they have been very effective
especially when it comes to advertising and marketing, this has
made them to have and gain a bigger market share in the
market. However, one of the weaknesses that the competitors
have is the fact that most of their products have high sugar
levels and they have not considered coming up with products
that have zero sugar levels for the health of the customers.
Status quo – looking at the mind sets of the other competitors in
the market, it is always hard to know what exactly that they are
thinking and what they intend to do that might disrupt the
market. However, it is important to notice that innovation has
been very key to them and therefore things like advertisements
and even delivery channels are somethings that the competitors
have been implementing that do have the ability to disrupt how
things are done (Christ et al., 2018).
Messaging – The best way to achieve overcome the competition
in this case case is by ensuring that the company does its best to
enroll promotional and sales strategies that will help me reach
out to the greater market as easily as possible. Promotional
strategies such as face to face sales processes will be the best
things and way that will help in ensuring that the product
reaches to the target population easily and efficiently. Televised
advertisements and social media promotions will be one of the
effective ways that will help in reaching the targeted customers
(Wee, 2017). Coca cola campaign in this case will educate more
on the importance of taking the zero sugar drink being
introduced and at the same time influence the customers to
taking the same and this will play a very huge role in the
process of overcoming competition.
Uniqueness - The company already has loyal customers and this
is due to the fact that the pricing strategy that the company has
always been constant and this helps in reducing competition.
SWOT Analysis
9. Strengths – Coca Cola Company has always had a very strong
brand presence. Coca cola as a brand has been providing
logical, consistent and satisfying experience to its customers
and this has been helping the company fulfill its value position.
Also, the fact that the prices of its drinks, they remain
unchanged. Also the design of the bottles that the company has
are unique which makes it to be unique (Nair et al., 2021).
These strengths will evolve going forward in a way that the
company by enrolling its new products such as the zero sugar
drinks it will capture a bigger market share.
Weaknesses – Low product diversification, aggressive
competition with Pepsi, law suits, environmentally destructive
packaging. Some of the areas that the company needs to
improve in include packaging and marketing.
Opportunities – Coca Cola Company in this case can choose to
look for partnerships with other companies and this will
specifically help them in the process of ensuring that they do
reach out to a larger market (Nair et al., 2021). Also by coming
up with new innovations like online ordering, distribution and
deliveries, this will help with efficiency and in the process
cutting cost.
Threats – some of the external factors that could affect the
business growth include water usage controversy, competition
(direct and indirect), increase in health consciousness, law suits
etc.
STRENGTHS
Dominant market share.
Greatest customer loyalty.
Extended global reach.
Strong brand identity
WEAKNESSES
Poor product diversification
Health concerns.
Stiff competition from other companies such as Pepsi.
Packaging that is environmentally destructive.
10. OPPORTUNITIES
Introduction of new products and segment diversification.
Adapting to new supply chain systems.
Make new partnerships.
Expand through acquisition.
THREATS
Increase in health consciousness
Economic uncertainty.
Competition.
Water usage controversy
Law suits
Once the SWOT analysis is complete, consider the following
aspects of the business:
Looking at the business strengths such as customer loyalty, this
will have a very significant role in optimizing opportunities that
are there and at the same time reducing any threats that might
be there. For example, since the company has loyal customers it
might adapt to new supply chain systems without having to
worry that it might lose some of its customers in the process.
However, weaknesses such as poor diversification may prevent
the company from fulfilling these opportunities since without
diversifying its products it will make its customers to reach out
to the other companies such as PepsiCo and this might end up
making them loose some of its loyal customers.
Some of the weaknesses that Coca Cola Company has may make
the company to be exposed to many of the threats that are there.
Some of the weaknesses in this case which are dangerous
include poor packaging that is environmentally destructive. This
may end up making the company to be exposed to law suits
which will slow down the company in terms of performance.
Considering that the company has a very strong brand and loyal
customers, the company should choose to diversify its product
by bringing into board new innovations and products and this
will help in giving its customers options that they can choose
from and make decisions that are informed concerning buying
11. products from the company. The strengths that the company has
will help in ensuring that this is done with less cost.
References
Chua, J. Y., Kee, D. M. H., Alhamlan, H. A., Lim, P. Y., Lim,
Q. Y., Lim, X. Y., & Singh, N.(2020). Challenges and
solutions: A case study of Coca-Cola company. Journal of the
Community Development in Asia (JCDA), 3(2), 43-
54.http://ejournal.aibpm.org/index.php/JCDA/article/view/810
Christ, K. L., Burritt, R. L., & Varsei, M. (2018). Coopetition
as a potential strategy for corporate sustainability. Business
strategy and the environment, 26(7), 1029-1040. Retrieved
from:
https://onlinelibrary.wiley.com/doi/abs/10.1002/bse.1967?casa_t
oken=kHTekbFY9FcAAAAA:fpvb2V6b4Tc7q7VI8awP69Eba_k
Tajkxno5Zl092AE_8-
gS1ZuSwSu6yYX7nxX73a9DoRrZFxHLUSlfg
Nair, R. K., Reddy, L. S., Verma, P., Pandey, R., Yuwono, S.,
Sin, L. G., ... & Yu, T. P. (2021). The impact of COVID 19
towards international business strategy: A study of Coca-Cola
company. International Journal of Accounting & Finance in
Asia Pasific (IJAFAP), 4(2), 73-92.
http://ejournal.aibpm.org/index.php/IJAFAP/article/view/1116
Wee, C. H. (2017). Think tank—beyond the five forces model
12. and blue ocean strategy: an integrative perspective from Sun Zi
Bingfa. Global Business and Organizational Excellence, 36(2),
34-45. Retrieved from:
https://onlinelibrary.wiley.com/doi/full/10.1002/joe.21768?casa
_token=RjhU5YmsvrcAAAAA:Vuk1aPLJpy3iuaHFt8nkPxneYK
Gku15GkZF9ohiowz3b6CYehmgwyYm0oPl5PkVi6A-
v2xDq08d3gXlrIg
Column1 Market Shape Tarhet Shape 25 75
SWOT Weaknesses Threats Opportunities Strengths 25
25 25 25
Report Date 0
Report Date 6
Chart1Market ShapeTarhet Shape
Column1
25
75
Sheet1Column1Column2Market Shape25Tarhet Shape75
Market Analysis and SWOT Assignment
Industry Overview
Industry category – The Coca-Cola Firm is a beverage company
that sells its products in different countries all over the world
and territories. The company’s mission is that it aims at
revitalize changing the planet and trying to bring about a
difference. Some of the products that the company produces
include Sprite, Fanta, Coca-Cola and many other drinks. The
company seeks to solve the problem of distribution to all parts
13. of the world by incorporating different suppliers and
distributors in their line of operation (Christ et al., 2018).
Industry characteristics – The beverage sector in the United
States is worth $146 billion. In 2021, non-alcoholic beverage
sales in the United States totaled $414.8 million. Every day,
Americans take 341.1 drink calories on average, while children
consume 312.6 drink calories. The major players in this industry
include PepsiCo, JBS, Tyson foods and many others, some of
the major distributors in this industry include the empire
merchants North LLC, young market company, alliance
beverage distribution among others.
Industry regulations – There are different rules and regulations
that have been set by the federal government that requires that
any company that is operating in the beverage industry must
adhere to. Some of these regulations include accurate labeling
and advertising. Also the FDA requires that any beverage drink
that is intended for human consumption should be sealed in
bottles and any added ingredients should be measured to be safe
for the consumer.
Market growth and trends – The industry in this case has been
significantly been growing, many new and healthier products
have been produced by different companies in the sector and
also there have been new entries to the market that have been
increasing the competition in this case (Wee, 2017). Looking at
the industry, there are current trends that may affect the general
business, some of these trends include the change in people
lifestyles of people to seek and drinks that are healthier, coca
cola in this case therefore with its zero sugar drink will increase
its demand.
Stability – The beverage industry in the country has always
been very stable, people have always been interested in the
drinks and especially the non-alcoholic ones being offered by
the companies in the industry. Economically, the revenue that
has been generated by the industry both historically has been
very stable and the revenue has been consistently been rising
throughout the years.
14. Market Segmentation
Coca Cola Company is primarily located in the United States,
its headquarters are located in Atlanta, Georgia.
Currently, the market of the industry is very huge and the
customers that the company in this case specifically has the
ability to support the business as it has established itself
throughout the years and it has gained a big market share that
helps in supporting its business activities.
In as much as the company sees everyone as the target market,
the marketing plan in this case will only consider looking at
only one target market. The target customers for the Coca-Cola
No Sugar product include the people who do have existing
medical conditions that deprive them of using products with
sugar and also the general population who are aiming to live a
healthy life. The characteristics of the buyers in the company
are people who in most cases do not prefer alcoholic drinks, and
are more interested in maintaining and having a healthy
lifestyle. The consumer needs in the beverage market is to get
beverage drinks that are considered to be in need of drinks that
have less sugar as much as possible and that are also affordable
to them.
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
Target Market
Market Shape
When segmenting the market, start by defining the Total
Available Market (TAM), then Serviceable Available Market
(SAM), and finally Target Market (TM).
Total Available Market – Currently, the total available market
15. of coca cola Company in the United States is considered to be
very big. Considering the fact that the products offered by the
company are non-alcoholic, this makes every person and every
household in the country to be a prospect when it comes to
measuring the total available market.
Serviceable Available Market – Considering that Coca Cola is a
big Company in the United States and even the whole world, its
market segmentation is also huge. However the company seeks
to reach out to customers who are in geographical areas that are
considered to have high temperatures mostly since the products
that the company offers are soft cold drinks meant for fun and
refreshment.
Target Market – In as much as the company sees everyone as
the target market, the marketing plan in this case will only
consider looking at only one target market. The target
customers for the Coca-Cola No Sugar product include the
people who do have existing medical conditions that deprive
them of using products with sugar and also the general
population who are aiming to live a healthy life (Chua et al.,
2020).
Competition
Direct competitors - The beverage company has been considered
to have some big competitors that have been fighting to have
the big market share in the industry. Some of the competitors
that the company has include Tetra Pak, Red Bull, Soylent and
Keuring Dr. Pepper. All these competitors have been in the
market for a very long time just as the same time as coca cola
has been in the industry.
Competitor strengths and weaknesses – Looking at the
competitors in this case, they have been very effective
especially when it comes to advertising and marketing, this has
made them to have and gain a bigger market share in the
market. However, one of the weaknesses that the competitors
have is the fact that most of their products have high sugar
16. levels and they have not considered coming up with products
that have zero sugar levels for the health of the customers.
Status quo – looking at the mind sets of the other competitors in
the market, it is always hard to know what exactly that they are
thinking and what they intend to do that might disrupt the
market. However, it is important to notice that innovation has
been very key to them and therefore things like advertisements
and even delivery channels are somethings that the competitors
have been implementing that do have the ability to disrupt how
things are done (Christ et al., 2018).
Messaging – The best way to achieve overcome the competition
in this case case is by ensuring that the company does its best to
enroll promotional and sales strategies that will help me reach
out to the greater market as easily as possible. Promotional
strategies such as face to face sales processes will be the best
things and way that will help in ensuring that the product
reaches to the target population easily and efficiently. Televised
advertisements and social media promotions will be one of the
effective ways that will help in reaching the targeted customers
(Wee, 2017). Coca cola campaign in this case will educate more
on the importance of taking the zero sugar drink being
introduced and at the same time influence the customers to
taking the same and this will play a very huge role in the
process of overcoming competition.
Uniqueness - The company already has loyal customers and this
is due to the fact that the pricing strategy that the company has
always been constant and this helps in reducing competition.
SWOT Analysis
Strengths – Coca Cola Company has always had a very strong
brand presence. Coca cola as a brand has been providing
logical, consistent and satisfying experience to its customers
and this has been helping the company fulfill its value position.
Also, the fact that the prices of its drinks, they remain
unchanged. Also the design of the bottles that the company has
are unique which makes it to be unique (Nair et al., 2021).
17. These strengths will evolve going forward in a way that the
company by enrolling its new products such as the zero sugar
drinks it will capture a bigger market share.
Weaknesses – Low product diversification, aggressive
competition with Pepsi, law suits, environmentally destructive
packaging. Some of the areas that the company needs to
improve in include packaging and marketing.
Opportunities – Coca Cola Company in this case can choose to
look for partnerships with other companies and this will
specifically help them in the process of ensuring that they do
reach out to a larger market (Nair et al., 2021). Also by coming
up with new innovations like online ordering, distribution and
deliveries, this will help with efficiency and in the process
cutting cost.
Threats – some of the external factors that could affect the
business growth include water usage controversy, competition
(direct and indirect), increase in health consciousness, law suits
etc.
STRENGTHS
Dominant market share.
Greatest customer loyalty.
Extended global reach.
Strong brand identity
WEAKNESSES
Poor product diversification
Health concerns.
Stiff competition from other companies such as Pepsi.
Packaging that is environmentally destructive.
OPPORTUNITIES
Introduction of new products and segment diversification.
Adapting to new supply chain systems.
Make new partnerships.
Expand through acquisition.
THREATS
18. Increase in health consciousness
Economic uncertainty.
Competition.
Water usage controversy
Law suits
Once the SWOT analysis is complete, consider the following
aspects of the business:
Looking at the business strengths such as customer loyalty, this
will have a very significant role in optimizing opportunities that
are there and at the same time reducing any threats that might
be there. For example, since the company has loyal customers it
might adapt to new supply chain systems without having to
worry that it might lose some of its customers in the process.
However, weaknesses such as poor diversification may prevent
the company from fulfilling these opportunities since without
diversifying its products it will make its customers to reach out
to the other companies such as PepsiCo and this might end up
making them loose some of its loyal customers.
Some of the weaknesses that Coca Cola Company has may make
the company to be exposed to many of the threats that are there.
Some of the weaknesses in this case which are dangerous
include poor packaging that is environmentally destructive. This
may end up making the company to be exposed to law suits
which will slow down the company in terms of performance.
Considering that the company has a very strong brand and loyal
customers, the company should choose to diversify its product
by bringing into board new innovations and products and this
will help in giving its customers options that they can choose
from and make decisions that are informed concerning buying
products from the company. The strengths that the company has
will help in ensuring that this is done with less cost.
19. References
Chua, J. Y., Kee, D. M. H., Alhamlan, H. A., Lim, P. Y., Lim,
Q. Y., Lim, X. Y., & Singh, N.(2020). Challenges and
solutions: A case study of Coca-Cola company. Journal of the
Community Development in Asia (JCDA), 3(2), 43-
54.http://ejournal.aibpm.org/index.php/JCDA/article/view/810
Christ, K. L., Burritt, R. L., & Varsei, M. (2018). Coopetition
as a potential strategy for corporate sustainability. Business
strategy and the environment, 26(7), 1029-1040. Retrieved
from:
https://onlinelibrary.wiley.com/doi/abs/10.1002/bse.1967?casa_t
oken=kHTekbFY9FcAAAAA:fpvb2V6b4Tc7q7VI8awP69Eba_k
Tajkxno5Zl092AE_8-
gS1ZuSwSu6yYX7nxX73a9DoRrZFxHLUSlfg
Nair, R. K., Reddy, L. S., Verma, P., Pandey, R., Yuwono, S.,
Sin, L. G., ... & Yu, T. P. (2021). The impact of COVID 19
towards international business strategy: A study of Coca-Cola
company. International Journal of Accounting & Finance in
Asia Pasific (IJAFAP), 4(2), 73-92.
http://ejournal.aibpm.org/index.php/IJAFAP/article/view/1116
Wee, C. H. (2017). Think tank—beyond the five forces model
and blue ocean strategy: an integrative perspective from Sun Zi
Bingfa. Global Business and Organizational Excellence, 36(2),
34-45. Retrieved from:
https://onlinelibrary.wiley.com/doi/full/10.1002/joe.21768?casa
_token=RjhU5YmsvrcAAAAA:Vuk1aPLJpy3iuaHFt8nkPxneYK
Gku15GkZF9ohiowz3b6CYehmgwyYm0oPl5PkVi6A-
v2xDq08d3gXlrIg
20. Column1 Market Shape Tarhet Shape 25 75
SWOT Weaknesses Threats Opportunities Strengths 25
25 25 25
Report Date 0
Report Date 6
Chart1Market ShapeTarhet Shape
Column1
25
75
Sheet1Column1Column2Market Shape25Tarhet Shape75
Market Analysis and SWOT Assignment
Industry Overview
Industry category – The Coca-Cola Firm is a beverage company
that sells its products in different countries all over the world
and territories. The company’s mission is that it aims at
revitalize changing the planet and trying to bring about a
difference. Some of the products that the company produces
include Sprite, Fanta, Coca-Cola and many other drinks. The
company seeks to solve the problem of distribution to all parts
of the world by incorporating different suppliers and
distributors in their line of operation (Christ et al., 2018).
Industry characteristics – The beverage sector in the United
States is worth $146 billion. In 2021, non-alcoholic beverage
sales in the United States totaled $414.8 million. Every day,
Americans take 341.1 drink calories on average, while children
consume 312.6 drink calories. The major players in this industry
21. include PepsiCo, JBS, Tyson foods and many others, some of
the major distributors in this industry include the empire
merchants North LLC, young market company, alliance
beverage distribution among others.
Industry regulations – There are different rules and regulations
that have been set by the federal government that requires that
any company that is operating in the beverage industry must
adhere to. Some of these regulations include accurate labeling
and advertising. Also the FDA requires that any beverage drink
that is intended for human consumption should be sealed in
bottles and any added ingredients should be measured to be safe
for the consumer.
Market growth and trends – The industry in this case has been
significantly been growing, many new and healthier products
have been produced by different companies in the sector and
also there have been new entries to the market that have been
increasing the competition in this case (Wee, 2017). Looking at
the industry, there are current trends that may affect the general
business, some of these trends include the change in people
lifestyles of people to seek and drinks that are healthier, coca
cola in this case therefore with its zero sugar drink will increase
its demand.
Stability – The beverage industry in the country has always
been very stable, people have always been interested in the
drinks and especially the non-alcoholic ones being offered by
the companies in the industry. Economically, the revenue that
has been generated by the industry both historically has been
very stable and the revenue has been consistently been rising
throughout the years.
Market Segmentation
Coca Cola Company is primarily located in the United States,
its headquarters are located in Atlanta, Georgia.
Currently, the market of the industry is very huge and the
customers that the company in this case specifically has the
ability to support the business as it has established itself
22. throughout the years and it has gained a big market share that
helps in supporting its business activities.
In as much as the company sees everyone as the target market,
the marketing plan in this case will only consider looking at
only one target market. The target customers for the Coca-Cola
No Sugar product include the people who do have existing
medical conditions that deprive them of using products with
sugar and also the general population who are aiming to live a
healthy life. The characteristics of the buyers in the company
are people who in most cases do not prefer alcoholic drinks, and
are more interested in maintaining and having a healthy
lifestyle. The consumer needs in the beverage market is to get
beverage drinks that are considered to be in need of drinks that
have less sugar as much as possible and that are also affordable
to them.
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
Target Market
Market Shape
When segmenting the market, start by defining the Total
Available Market (TAM), then Serviceable Available Market
(SAM), and finally Target Market (TM).
Total Available Market – Currently, the total available market
of coca cola Company in the United States is considered to be
very big. Considering the fact that the products offered by the
company are non-alcoholic, this makes every person and every
household in the country to be a prospect when it comes to
measuring the total available market.
Serviceable Available Market – Considering that Coca Cola is a
big Company in the United States and even the whole world, its
23. market segmentation is also huge. However the company seeks
to reach out to customers who are in geographical areas that are
considered to have high temperatures mostly since the products
that the company offers are soft cold drinks meant for fun and
refreshment.
Target Market – In as much as the company sees everyone as
the target market, the marketing plan in this case will only
consider looking at only one target market. The target
customers for the Coca-Cola No Sugar product include the
people who do have existing medical conditions that deprive
them of using products with sugar and also the general
population who are aiming to live a healthy life (Chua et al.,
2020).
Competition
Direct competitors - The beverage company has been considered
to have some big competitors that have been fighting to have
the big market share in the industry. Some of the competitors
that the company has include Tetra Pak, Red Bull, Soylent and
Keuring Dr. Pepper. All these competitors have been in the
market for a very long time just as the same time as coca cola
has been in the industry.
Competitor strengths and weaknesses – Looking at the
competitors in this case, they have been very effective
especially when it comes to advertising and marketing, this has
made them to have and gain a bigger market share in the
market. However, one of the weaknesses that the competitors
have is the fact that most of their products have high sugar
levels and they have not considered coming up with products
that have zero sugar levels for the health of the customers.
Status quo – looking at the mind sets of the other competitors in
the market, it is always hard to know what exactly that they are
thinking and what they intend to do that might disrupt the
market. However, it is important to notice that innovation has
been very key to them and therefore things like advertisements
24. and even delivery channels are somethings that the competitors
have been implementing that do have the ability to disrupt how
things are done (Christ et al., 2018).
Messaging – The best way to achieve overcome the competition
in this case case is by ensuring that the company does its best to
enroll promotional and sales strategies that will help me reach
out to the greater market as easily as possible. Promotional
strategies such as face to face sales processes will be the best
things and way that will help in ensuring that the product
reaches to the target population easily and efficiently. Televised
advertisements and social media promotions will be one of the
effective ways that will help in reaching the targeted customers
(Wee, 2017). Coca cola campaign in this case will educate more
on the importance of taking the zero sugar drink being
introduced and at the same time influence the customers to
taking the same and this will play a very huge role in the
process of overcoming competition.
Uniqueness - The company already has loyal customers and this
is due to the fact that the pricing strategy that the company has
always been constant and this helps in reducing competition.
SWOT Analysis
Strengths – Coca Cola Company has always had a very strong
brand presence. Coca cola as a brand has been providing
logical, consistent and satisfying experience to its customers
and this has been helping the company fulfill its value position.
Also, the fact that the prices of its drinks, they remain
unchanged. Also the design of the bottles that the company has
are unique which makes it to be unique (Nair et al., 2021).
These strengths will evolve going forward in a way that the
company by enrolling its new products such as the zero sugar
drinks it will capture a bigger market share.
Weaknesses – Low product diversification, aggressive
competition with Pepsi, law suits, environmentally destructive
packaging. Some of the areas that the company needs to
improve in include packaging and marketing.
25. Opportunities – Coca Cola Company in this case can choose to
look for partnerships with other companies and this will
specifically help them in the process of ensuring that they do
reach out to a larger market (Nair et al., 2021). Also by coming
up with new innovations like online ordering, distribution and
deliveries, this will help with efficiency and in the process
cutting cost.
Threats – some of the external factors that could affect the
business growth include water usage controversy, competition
(direct and indirect), increase in health consciousness, law suits
etc.
STRENGTHS
Dominant market share.
Greatest customer loyalty.
Extended global reach.
Strong brand identity
WEAKNESSES
Poor product diversification
Health concerns.
Stiff competition from other companies such as Pepsi.
Packaging that is environmentally destructive.
OPPORTUNITIES
Introduction of new products and segment diversification.
Adapting to new supply chain systems.
Make new partnerships.
Expand through acquisition.
THREATS
Increase in health consciousness
Economic uncertainty.
Competition.
Water usage controversy
Law suits
Once the SWOT analysis is complete, consider the following
aspects of the business:
26. Looking at the business strengths such as customer loyalty, this
will have a very significant role in optimizing opportunities that
are there and at the same time reducing any threats that might
be there. For example, since the company has loyal customers it
might adapt to new supply chain systems without having to
worry that it might lose some of its customers in the process.
However, weaknesses such as poor diversification may prevent
the company from fulfilling these opportunities since without
diversifying its products it will make its customers to reach out
to the other companies such as PepsiCo and this might end up
making them loose some of its loyal customers.
Some of the weaknesses that Coca Cola Company has may make
the company to be exposed to many of the threats that are there.
Some of the weaknesses in this case which are dangerous
include poor packaging that is environmentally destructive. This
may end up making the company to be exposed to law suits
which will slow down the company in terms of performance.
Considering that the company has a very strong brand and loyal
customers, the company should choose to diversify its product
by bringing into board new innovations and products and this
will help in giving its customers options that they can choose
from and make decisions that are informed concerning buying
products from the company. The strengths that the company has
will help in ensuring that this is done with less cost.
27. References
Chua, J. Y., Kee, D. M. H., Alhamlan, H. A., Lim, P. Y., Lim,
Q. Y., Lim, X. Y., & Singh, N.(2020). Challenges and
solutions: A case study of Coca-Cola company. Journal of the
Community Development in Asia (JCDA), 3(2), 43-
54.http://ejournal.aibpm.org/index.php/JCDA/article/view/810
Christ, K. L., Burritt, R. L., & Varsei, M. (2018). Coopetition
as a potential strategy for corporate sustainability. Business
strategy and the environment, 26(7), 1029-1040. Retrieved
from:
https://onlinelibrary.wiley.com/doi/abs/10.1002/bse.1967?casa_t
oken=kHTekbFY9FcAAAAA:fpvb2V6b4Tc7q7VI8awP69Eba_k
Tajkxno5Zl092AE_8-
gS1ZuSwSu6yYX7nxX73a9DoRrZFxHLUSlfg
Nair, R. K., Reddy, L. S., Verma, P., Pandey, R., Yuwono, S.,
Sin, L. G., ... & Yu, T. P. (2021). The impact of COVID 19
towards international business strategy: A study of Coca-Cola
company. International Journal of Accounting & Finance in
Asia Pasific (IJAFAP), 4(2), 73-92.
http://ejournal.aibpm.org/index.php/IJAFAP/article/view/1116
Wee, C. H. (2017). Think tank—beyond the five forces model
and blue ocean strategy: an integrative perspective from Sun Zi
Bingfa. Global Business and Organizational Excellence, 36(2),
34-45. Retrieved from:
https://onlinelibrary.wiley.com/doi/full/10.1002/joe.21768?casa
_token=RjhU5YmsvrcAAAAA:Vuk1aPLJpy3iuaHFt8nkPxneYK
Gku15GkZF9ohiowz3b6CYehmgwyYm0oPl5PkVi6A-
v2xDq08d3gXlrIg
Column1 Market Shape Tarhet Shape 25 75
SWOT Weaknesses Threats Opportunities Strengths 25
25 25 25
28. Report Date 0
Report Date 6
Chart1Market ShapeTarhet Shape
Column1
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Sheet1Column1Column2Market Shape25Tarhet Shape75
