topic one issue of marketing management happened in the workplace environment then use at least one case study in real organization to analyze and give them recommendations overcome that issue

Microenvironment Rivalry among existing friends: Beverage manufacturers like Cadbury, Parle, and Pepsi, which had previously made a strong presence in the Indian market, are the company''''

Topic: one issue of marketing management happened in the workplace environment then use at

least one case study in real organization to analyze and give them recommendations overcome that issue.

Name: Dương Minh Hải Class: IB1701 Student ID: SS170076 Professor: Đặng Diễm Phương

30 September 2022

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Chapter 2: Current Marketing Situation

2.1: Macro Environment

2.2: Micro Environment

Chapter 3: S.W.O.T analysis

3.1: Strength

3.2: Weakness

3.3: Opportunities

3.4: Threats

Chapter 4: Marketing Mix Strategy

6.1: Product

6.2: Price

6.3: Place

6.4: Promotion

Chapter 5: The story of the failed marketing strategy of Coca-Cola

5.1: The begging of the story

5.2: Why does the new coke fail?

5.3: Coca-Cola’s solution

5.4: My own solution to the failed coca cola strategy

Reference lists

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In the US, there is a global beverage company called The Coca-Cola Company The business manufactures, markets, and sells syrups and concentrates for non-alcoholic beverages Coca-Cola is well-known The business has established itself in the beverage market since its inception It was initially well-known among the populace as a cool beverage.

Through experimentation and partnerships, it has undergone several adjustments over the years for improved service and flavor The corporation currently employs 150 000 people It uses a franchising structure for distribution The company's success and popularity are a result of its constancy and dynamic, effective marketing techniques It started off little in 1886 and has since survived.

Chapter 2: CURRENT MARKETING SITUATION

1 Macroenvironment

Political Aspect :

The International Food and Drug Administration regulates Coca-business Cola's environment, or the non-alcoholic beverage industry The FDA, a US government body, conducts extensive testing on both the beverage production process and its components.

In addition to FDA regulations, a large corporation like Coca-Cola needs take into account political considerations such as tax rates on imports and exports, sales, profitability, political system stability, and other political factors various governmental rules that apply to enterprises The political environment of the nation might become unstable and insecure, which would then convert it into a hostile environment Negative causes like political violence, protests, and campaigns against the government have the capacity to do this for businesses like Coca-Cola Demetris, 2006.

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company's leaders and higher-ups view economic expansion as a crucial aspect and a sign of its entry into a new market The corporation deals with a range of currencies since it conducts business globally The Coca-Cola Company's financial situation may be impacted by even a little change in the exchange values of these currencies (Buchanan, 2009).

This economic tool should constantly be current since changing loan agencies' interest rates have

an impact on the company's financial success The management and marketers at The Coca-Cola Company have developed a unique derivative to analyze changes in interest rates According to Ninja, the firm categorized personnel in 2012 amid inflationary conditions by boosting salaries in order to address the increase in cost Because workers' incomes rise as a result of inflation, spending rises This was a significant problem for the business, and the aforementioned derivative was employed to address it Since the rise in salaries will have a significant influence

on manufacturing costs, it is doubtful that this issue would be resolved without a change in retail prices.

Social Factors:

The factors are seasonal, environmental, cultural, and demographic The younger generation exhibits a desire for soft drinks more than the elder generation if one of the factors like demographics can be taken into account Sports events and other special occasions affect Coca-Cola sales significantly because they increase consumer demand for the product.

They must adjust and strategically consider these gadgets since factors like population growth, population trends, client preferences, traditions, and habits cannot be altered or controlled Given that Coca-Cola is a B2C firm, which necessitates a close interaction with its customers, it is crucial to investigate and study the cultures, traditions, and trends of the nation in which it operates.

The Coca-Cola franchise currently offers more than 3000 items To enter a new market, a thorough market analysis is currently being conducted Following this phase, a few goods are released on the market in accordance with societal variables The basis of the product is then gradually raised while keeping in mind societal trends.

Technological Factors:

The employment of the safest and most cutting-edge technology is crucial in the manufacture and processing of concentrated syrups, particularly in steps like product distribution, packing, and filling Thanks to contemporary vending machines and cutting-edge technology, Coca-Cola products are now accessible in rural India's remotest places in a variety of bottles, cans, and flavors The company's cutting-edge technology can manufacture perishable cans that are vibrant and fashionable and are particularly appealing to young customers, especially kids.

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Packaging associates are essential to the company's main business operation Since 85% of the packaging is done outside, the company's packaging system is really supported by its partners The firm has contracted with bottling partners to handle the remaining activities while its primary emphasis is on processing syrup concentrate Because crucial tasks are being delegated

Labor laws and regulations, health and safety rules, anti-discrimination rules, and other legislation are the driving factors behind this aspect The business must abide by the regulations established by the Cosmetics Act, Food Safety Act, Federal Trade Act, etc because it is headquartered in the United States The business must also take into account numerous environmental rules regarding concerns like pollution, resource depletion, disposal, recycling, and waste disposal The firm has several waste treatment and recycling facilities built so that it may function in conformity with environmental rules As a result, dangerous plastic bottles and polluted water are recycled.

Additionally, there are several guidelines and regulations that businesses working inside an organization must be aware of regarding the advertising and distribution of products If the corporation disregards the government-imposed laws and regulations, there is a substantial chance of penalty and fines Sanctions from the government may also be detrimental to business reputations The corporation must thus strictly adhere to the law in order to carry out its commercial operations.

Environmental Factors:

Humans are powerless to stop many natural calamities and forces of nature However, man-made catastrophes like resource depletion, pollution, deforestation, etc., are subject to human control Coca-administration Cola's is adamant about safeguarding the environment for people The bottling process uses only recyclable plastic As a result of this procedure, contaminated water is recycled and cleaned to eliminate dangerous elements The business has started a campaign to plant a lot of trees in order to balance the ecology The company's excessive water usage will also be reduced by the planting of trees.

2 Microenvironment

Rivalry among existing friends:

Beverage manufacturers like Cadbury, Parle, and Pepsi, which had previously made a strong presence in the Indian market, are the company's current biggest and most significant competitors Pepsi is the market leader in India for beverages, despite the fact that Coca-Cola has historically outperformed everyone else globally Because it encountered certain legal challenges during its launch, the Coca-Cola firm entered the Indian market a little later than expected According to Beverage Digest figures from the year 2008, Pepsi had a growth of 30.8% in the Indian market for non-alcoholic soft drinks while Coca-Cola had to deal with a 42.7% decline in sales In order to progressively bounce back from this setback, Coca-Cola has established a number of bottling operations in India

Threats of Substitutes :

There are several alternatives available on the market, including natural juices, filtered water, tea, and coffee Given that all of these beverages are widely available, Coca-Cola must simply expand advertising and promotions to convince and influence the preferences of target customers

Customers may probably be tempted to switch items because there are so many accessible alternatives on the market Since the perceived values of these beverage firms' target consumers are regarded to be quite low, the companies' advertising techniques merely serve to highlight the distinction.

Bargaining power of consumers:

Any type of outlet, including a fast food restaurant, motel, a vending machine, and a retail store,

is at the consumers' disposal to provide the goods they want A customer's ability to negotiate better prices is demonstrated by their ability to purchase a product from many retailers The purchasing power is further increased by the bulk purchases made by these retailers of the stocks

Bargaining power of Suppliers:

The basic ingredients needed to manufacture the product, such as carbonated soda, flavoring, sugar, etc., are available at high and low prices in the case of Coca-Cola, suppliers have a wide range of suppliers less bargaining leverage Switching to another supplier will not be a burden for manufacturers because of how cheap and common the raw materials are.

Forward integration would be rather weak in this case even if the vendors had less authority to start a factory themselves.

Chapter 3: S.W.O.T analysis :

Strength :

The first stage for Coca-Cola is to extend its business into places with strong purchasing power Most businesses tend to value market penetration Then, the only thing that might propel this sector forward more is innovation:

With a presence in 200 countries, Coca-Cola is the most popular beverage brand and won the highest brand equity award in 2011

Coca-Cola is valued at $79.2 billion as a corporation Limca, Sprite, Fanta, Thumps Up, Maaza, Kinley Water, and Minute Maid are some of its subsidiaries

The business delivers a product to the most remote locations and has the most reliable supply chain Due to its widespread global presence, it has developed its brand image; For marketing and promotional purposes, it is associated with famous brand

ambassadors It continues to use an effective marketing plan Customers are devoted to Coca-Cola;

The business engages in CSR initiatives related to water conservation, education, health, and recycling It also sponsors and is affiliated with international sporting events and is transitioning to sugar-free choices for its juice, water, and other beverages.

Weakness :

appropriate actions to nullify their impact after they have determined the factors impeding their progress.

PepsiCo's aerated beverages are challenging it for market share;

The soft drinks produced by the corporation include a lot of sugar and other potentially harmful substances;

The corporation has not yet started a food business, in contrast to PepsiCo The main emphasis is on drinks Furthermore, it has not yet demonstrated any interest in producing healthful beverages;

Despite having several other brands, the corporation relies heavily on the Sprite and Coca-Cola brands;

The business has taken heat for problems with water management and for utilizing groundwater even in an area with a shortage of water.

Opportunities :

The company's performance evaluation demonstrates how it can take advantage of the chances at hand The corporation may concentrate on the ones that play to their strengths Coca-Cola is a highly regarded brand, and these attributes enable them to take advantage of several chances to assure its growth

For the benefit of the Coca-Cola market and supply-chain enhancement, it can expand its presence into untapped nations;

The business may make obscure items more well-known It must make use of its reach to bolster the business by acquiring more businesses;

In order to compete with PepsiCo, it can launch the snacks market and broaden its product line It can also launch a full-fledged health beverage business;

The growth of Kinley is not comparable to that of Bisleri It can expand its bottled drinking water industry.

Threats :

Coca-Cola appears to be prioritizing how to maintain the top spot in the global beverage market given the significant number of recent organic and vegan beverage companies that have rapidly expanded:

These days, people want to make healthy decisions, therefore they stay away from aerated drinks Obtaining raw materials is a major problem

It has trouble adhering to various government standards and laws in other nations; Its market share has been impacted by the current economic recession, inflation, and instability;

Strong rivals like PepsiCo, Nestle, Gatorade, Lipton, Danone, and Schweppes are fighting tooth and nail for market share.

Chapter 4: The Strategy Marketing Mix of Coca-Cola ( 4Ps )

Product Strategy

Over time, Coca-Cola has greatly expanded the range of its products The company's portfolio includes 500 sparkling and still beverage brands The overall number of beverage possibilities in its product mix is over 3,900.

Despite being the company's main product and one of the most recognizable and valuable brands out there, Coca-Cola

Some of Coca-most Cola's well-known brands are the ones listed below:

Coca-Cola is one of the most recognizable brands in the world and the soft drink with the biggest sales volume.

Another well-known soft drink with a lemon-lime flavor is Sprite, which was introduced

in 1961.

The second-oldest Coca-Cola brand is Fanta, which was founded in 1940 It has a recognizable orange flavor.

Diet Coke: Diet Coke is also known as Coca-Cola Light in some areas a soda that has no calories or sugar It was originally made available in 1982.

Coca-Cola Zero: This sugar-free beverage was first made available in 2005, and in 2007

it hit the million-dollar mark.

Price Strategy

Coca-Cola uses price discrimination as a marketing tactic As a result, they set varying pricing for goods in various market sectors Because there are few sellers and many buyers, the beverage industry is thought to be an oligopoly And their two most potent brands are Coca-Cola and Pepsi Therefore, Coke goods in the same sectors are priced similarly to Pepsi products.

Customers in developing countries like India are price sensitive and may change their minds if Coca-Cola sells their products too higher than Pepsi in a certain market category Therefore, both sides consent to keep prices equal in each area By bundling products, Coca-Cola also offers savings on large purchases.

Place and Distribution Strategy

A vast distribution network has been built up by Coca-Cola, which has been in operation for more than 130 years and is present in more than 200 nations worldwide Their broad distribution network serves as a showcase for their location strategy The beverage is created by the Coca-Cola business using their proprietary recipe, which is then sold to bottlers all over the world The business produces and distributes syrups, concentrates, and beverage bases to bottling facilities as well as manages consumer brand marketing activities The finished branded beverages are then packaged, sold, and given to their vending partners for distribution to customers via their bottling partners.

Almost every retail establishment and supermarket carry its items There are 2.5 million outlets

in India that sell Coca-Cola products Additionally, a number of hotels and eateries all around the world carry their products.

Promotion Strategy

In terms of branding and advertising, Coca-Cola is the benchmark The core of Coca-promotion

Coca-Cola is a major sponsor of several prominent events, including American Idol, BET Network, NASCAR, NBA, NCAA, Olympic Games, and FIFA World Cup.

Worldwide, Coca-Cola also runs television advertising in a number of other national tongues In order to remind people of the joy and happiness that Coke brings to their lives, Coca-Cola launched the "Taste the Feeling" campaign in India in March 2016 Coca-Cola has developed into a mass-market item that consumers expect to be accessible 24/7.

Chapter 5: The story of the failed marketing strategy of Coca Cola

The begging of the story

In 1975, Pepsi launched a legendary marketing campaign called the 'Pepsi challenge, asking people to blindfold and compare when drinking two glasses of water containing Pepsi and Coke Result: everyone loves Pepsi on the first use when coca cola took on the challenge, they got the same result.

Coca-cola did not accept and they decided to improve the coke In 1989, new coke was born, and they experimented with 200,000 people in the US and Canadian markets they get results, people prefer new coke to Pepsi, even more than classical coke.

However, instead of selling New Coke and Classic Coke side by side, company executives decided to stop offering and selling Classic Coke.

That led to Coca-Cola shares falling and PepsiCo rising Coca-Cola received thousands of angry calls and letters, at one point receiving 8,000 call.