group assignment solutions to deal with the threats and the way to promote strengths of coca cola

I.General introduction to The Coca-Cola Company...3II.Basis for argument...3III.SWOT analysis of Coca- Cola...41Strengths of Coca Cola...42Weaknesses of Coca Cola...53Opportunities of Co

FPT UNIVERSITY DIGITAL MAKETING

Group Assignment.

Class: MKT1706 Teacher: Tran Anh Phuong Subject: MKT101 Team member: team 3

I General introduction to The Coca-Cola Company 3

II Basis for argument 3

III SWOT analysis of Coca- Cola 4

1) Strengths of Coca Cola 4

2) Weaknesses of Coca Cola 5

3) Opportunities of Coca cola 5

4) Threats for Coca - Cola 6

IV Solutions to deal with the threats and the way to promote strengths of Coca-Cola 8

1) Solutions to deal with the threats 8

1.1 Effects of Coca-Cola on health: 8

1.2 Increase in competitors 9

1.3 Plastic bottles waste 9

1.4 Water scarcity and poor quality 10

2) Some recommendations to promote the strengths of Coca-Cola: 10

Conclusion 11

 Today's society is developing, towards the trend of industrialization, modernization, complex issues increasingly explode uncontrollably With the economy improving, there are many innovations, bringing opportunities and challenges for businesses To be successful, organizations must grasp tastes to adapt to these transformations Marketing is not a factor that is not lacking in the business process and brand positioning of the business To analyze and better understand each business's chosen marketing issues, Team 3 will study this topic along with the practical contact about the Coca-Cola Company

 The Coca-Cola Company is a beverage company and an American multinational manufacturer, retailer, and advertiser of non-alcoholic beverages and syrups With more than 2,800 products present in more than 200 countries, Coca-Cola is the world's largest beverage manufacturer and distributor and one of the largest corporations in the United States Coca-Cola is headquartered in Atlanta, Georgia and was founded in Wilmington, Delaware

 Coca-Cola Vietnam currently has factories in Ho Chi Minh City, Da Nang and Hanoi, creating about 4,000 direct and indirect jobs 6 to 10 times more in its supply chain The company is positioned as a synthetic, consumer-oriented beverage company that is constantly improving and offering a wide range of premium and diverse beverages, including low-sugar and sugar-free product lines, while diversifying its model and expanding its business reach

II Basis for argument

1 SWOT stands for 4 English words: Strengths, Weaknesses, Opportunities and Threats - is a famous business analysis model (or matrix) for businesses

The SWOT model is a well-known business analysis model (or matrix) for all businesses that want to improve their business situation with the right direction and build solid development foundations

In which strength and weakness are considered as two internal factors in an enterprise For example, the reputation is called an internal factor of Coca Cola and opportunities and Risks are two external factors For example, the supply of Coca Cola because it is difficult to control

2 Market Strategy: The marketing logic by which the company hopes to create this customer value and achieve these profitable relationships The company decides which customers it will serve (segmentation and targeting) and how (differentiation and positioning) It identifies the total market and then divides it into smaller segments, selects the most promising segments, and focuses on serving and satisfying the customers in these segments

III SWOT analysis of Coca- Cola

As a globally renowned brand, present in many countries around the world, Coca- Cola is responsible for environmental issues and the health of consumers as consumers are moving towards a healthy lifestyle and environmental protection Coca- Cola company is constantly trying to research and develop to produce drinks that match the desires of consumers to become a brand that is loved by everyone and creates growth opportunities

Coca- Cola has a lot of unique marketing and advertising strategies It has helped Coca- Cola earn large revenues and gain global recognition As Coca- Cola grows and has a presence in most countries around the world, Coca-Cola Inc must carefully consider the opportunities and challenges However, behind the success of marketing strategies, Coca- Cola has experienced a lot of problems

1) Strengths of Coca- Cola

 Brand equity: Coca- Cola is one of the famous brands with high brand value Coca- Cola was

presented with the award of the highest brand equity in 2011 According to Interbrand annual report, Coca Cola is ranked 6th best global brand in 2021

 Company value: Coca- Cola is a well-renowned industry worldwide, and it is considered one of

the most valuable companies across the world at 79.2 billion dollars, the company's value includes numerous operations, assets, profit cost of Coca- Cola, and its brand name

countries with 1.9 billion servings per day of Company products You can go anywhere around the globe and you will find Coca- Cola Coca- Cola's brands can reach every lifestyle and demographic

 Huge market share: Coca- Cola and Pepsi are the largest manufacturers of soft drink in this

segment and Coca- Cola has the largest market share All other soft drinks such as sprite, diet coke, and coke thumbs up are the highest growth drivers for Coca- Cola

 Good marketing strategies: Coca- Cola knows how to win the hearts of people to apply different

strategies Its competitor's target is continuously changing, Pepsi mostly targets youngsters, and Coca- Cola is not restricted, and it targets people of all ages They also target people by using celebrities in their commercials and advertisement campaigns

 Customer Loyalty: Coca- Cola has a lot of customers' loyalty because of their reliable products.

Coca-Cola has a huge fan following because of its taste

 Distribution network: Coca- Cola has an extensive network of distribution because of its demand

for the product and fulfills people's needs

2) Weaknesses of Coca- Cola

 Low Product Diversification: Pepsi diversified its business into a new segment: snacks they

introduced lays and kurkure It gives Pepsi leverage over Coca- Cola This new segment is a great driver of revenue for the company

3) Opportunities of Coca- Cola

 Diversification: Coca- Cola has to diversify its business in the health and food segment In this

way, the company will get more revenue and profit

 Developing nations: Although the trend is changing in developing countries and shifting towards

healthy drinks, many regions with hot climates have the highest consumption for cold drinks

Coca- cola introduced packaged water, Kinley There is great potential to expand this segment for Coca-Cola There is an opportunity to expand and bring more healthy drinks to the market

 Improvement in supply chain: The supply chain causes high costs for the company, and

Coca-Cola’s business is entirely dependent upon logistics and supply chain Thus, coming up with some advanced and improved systems for distribution can be an opportunity

 Market the lesser selling product: There are many products under Coca-Cola so the company

should Market the products that are not selling by spending on the advertisement for these products This will increase the sale of the product, and it raises the revenue of the business

4) Threats for Coca- Cola

 Effects of Coca- Cola on health:

- Without beneficial nutritional components, the main ingredients in Coca are mainly refined sugar and filtered water Causes impaired liver and kidney function Weight gain, obesity: Consuming large amounts of fructose causes Leptin resistance, which is one of the leading causes of fat gain, leading to obesity in humans

- Diabetes: Aspartame, one of the main sugar substitutes currently found in Coca-Cola, can cause hyperglycemia and thus increase insulin levels similar to real sugar A study that followed the diets of 350,000 people in eight European countries: the UK, Germany, Denmark, Spain, Sweden, France, Italy, and the Netherlands found that for every can of carbonated soft drink, the risk of heart disease was increased by 22%

- Risk of osteoporosis and weak bones: According to studies by scientists from Tufts University, Massachusetts (USA), drinking Coca- Cola every day will reduce bone density in women and thus increase the risk of osteoporosis muscle

- Increased risk of stroke and dementia

- Tooth decay and tooth wear

Damage to the kidneys

Increased blood pressure and dehydration.

- Soda (Coca- Cola) increases cancer risk: A study of 60,000 adults found that those who drank 2

or more sugary soft drinks per week had an 87% higher risk of developing pancreatic cancer Compared with non-drinkers, sugar-sweetened beverage drinkers were associated with cancer recurrence and mortality in colorectal cancer patients

 Increase in competitors:

- The beverage industry is highly competitive as more non-alcoholic beverage industries are coming into the market The main and closest competitor of Coca- Cola Company is PepsiCo which was born 12 years after Coca- Cola Coca- Cola and Pepsi have similarities However, Pepsi has a competitive advantage over Coca- Cola because it diversified into the snack business combined with the sale of soft drinks other than Pepsi This has helped PepsiCo grow in sales and revenue

 Plastic bottles waste:

- Plastic pollution is, as we all know, one of the most serious environmental issues Although it appears that there will always be a huge quantity of plastic garbage in the world we live in, knowing the consequences of plastic pollution and taking steps to decrease waste will help to alleviate the problem of plastic pollution Plastic packaging is also a part of the current waste problem Several corporations with well-known goods have credit for assisting in the resolution

of this issue

 Water scarcity and poor quality

- Water shortages and poor quality are developing at alarming rates in many parts of the world as a result of increased industrial demand, and this has major ramifications in some markets For example, according to the World Bank, all of India's existing water supplies will be depleted by

2050 if no technical advancements or new inventions are made Coca- Cola Company has operated 24 bottling plants in India since 2007, contributing to water scarcity Residents and officials in India began to resist the Coca-Cola Company's activity in bottling plants, citing a lack

of usable water as a reason The Coca-Cola Company's reputation is being harmed by this open opposition

IV Solutions to deal with the threats and the way to promote strengths of Coca- Cola

1) Solutions to deal with the threats

1.1 Effects of Coca-Cola on health:

Coca- Cola Company can focus on overcoming this problem by implementing the following steps: no sugar availability, product placement, packing size reduction, and shopper communication

 No sugar availability: Coca-Cola can create a sugar-free version so that customers can choose

from a variety of refreshing beverages Coca-Cola Company can produce a wider range of beverages than Diet Coke and Coke Zero Sugar For example, low- or no-sugar beverages such as sparkling water, teas, and yogurt drinks

 Product placement: A product's placement can be strategically placed to affect consumer

behavior By placing no sugar beverages in a prominent area, consumers are more likely to notice them and try to purchase them Furthermore, by positioning no-sugar Coca-Cola just beneath the refrigerator handles, more customers are likely to buy it

 Packing size reduction: Next, Coca-Cola Company could improve its manufacturing of smaller

size packaging, such as 150 mL bottle drinks, as opposed to the standard size that Coca-Cola Company produces As a result, customers have the option of selecting what is best for them

 Shopper communication: Coca-Cola should hold more event sampling at every market to raise

awareness of the no-sugar Coca-Cola Consumers now have the opportunity to try new flavors and discover the appropriate beverage to meet their needs Additionally, this can raise customer knowledge of the new flavor and encourage them to try it

 The Coca-Cola Company was affected by profits quite a lot because it had to share the market with other competitors Therefore, The Coca-Cola Company should adopt a structure such as a decentralized structure to speed up the whole process Coca-Cola can empower each segment and let them decide for themselves according to customer needs The company can also diversify products, meet all customer preferences to attract customers to buy products The company's brand is also an important factor to create a reputation about the company so that people know and trust the product

1.3 Plastic bottles waste

 To address this issue, the Coca-Cola Company may invest in packaging innovation that will assist

to reduce global packaging waste Sneha Shah, Group Director, Packaging Innovation, Coca-Cola North America, said, "Designing our packages to reduce the amount of raw materials used and incorporating recycled and renewable content in our bottles to help drive a circular economy for our packaging is a vital part for us to operate our business in the right way

 The World Without Waste goal is the next step in addressing the problem of plastic pollution with

a proper strategy, not simply a quick fix The corporation and its bottling packaging partners were able to meet their objectives five years ahead of schedule The Coca-Cola Company employs its global marketing strategy to help people understand what, how, and where they may recycle, hence raising recycling rates

 DASANI, America's most popular water brand, has revealed a solid pipeline of sustainable packaging innovation to help Coca-Cola achieve its worldwide "World No Waste" objective By

2030, its average bottle and can manufacturing will have increased to 90% In the United States, DASANI's packaging line-up has been revised to minimize plastic waste and enhance the usage

of recyclable and renewable materials, while guaranteeing that all DASANI bottles remain 100% recyclable

1.4 Water scarcity and poor quality

 The Coca-Cola Company's answer is to conduct research into a system-wide water stewardship platform in order to address the issues of water scarcity and low quality by reaching water neutrality The amount of water returned to the environment and communities will equal the amount of water consumed in all products and industries by 2021 This method can help manufacturers increase their efficiency by reducing water waste and allowing them to reuse water waste in boilers, chillers, and evaporators The Coca-Cola Company can work with governments and non-governmental organizations to fund the construction of water treatment facilities, dams, and water restoration

2) Some recommendations to promote the strengths of Coca-Cola:

 Entering the food market – Coca-Cola needs to introduce new products in the snack and food segment

 Focus on health-related issues – Need to bring some solutions to address growing health concerns from activists

 Improve water management systems and deal with criticism from environmental authorities

 Expansion to developing countries with humid temperatures – Many Coca-Cola products such as Fuze Tea, Dasani and Hi-C are not distributed in many developing countries Coca-Cola needs to increase distribution of those products

 Increase distribution of packaged drinking water like Kinley

 Working on sustain ability and green marketing It can improve its brand image in the market

Conclusion