Introduction

Coca-Cola, a public industry is very well recognized as beverage manufacturer, retailer and marketer. The company traces its roots back in 1892 by Asa Candler. The company’s headquarter is located in Atlanta, Georgia, United States. Franchises are also operated by the company, in which syrup concentrate is provided and the bottlers pack that to the market. The company’s owned anchor bottler lies in Coca Cola refreshment, North America.

Target Market

Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day. The target market of Coca Cola is not limited to age, area or gender, it is present globally and is serving people at offices, homes, parties, restaurants, bars and every place where one can be present. It usually represents itself as a market for youngsters but products are also being offered specifically for older people.

Industry Trends

Coca Cola has always been promoter of research and development, and time to time innovations in product formulas are visualized. It suitably follows the trend of health consciousness because of soft drinks and has acquired the fresh juice company Odwalla. Coca Cola has more than 59 percent of market share in beverages industry (McKay, 2009). Coca Cola’s global movement owes to its long history of acquisitions as it had acquired Minute Maid, Thumps Up, Barq’s, Odwalla, Smoothies and Bars and Fuze Beverages.

Goals

The goals of the company are very straight and specific, which includes;

• Maximum consumption of their product.

• Offering products at maximum outlets, more suitably to be present universally at each and every store in all part of the world.

• Brand association with reputed fast foods like McDonalds.

• To invest more on research, the estimated amount being $50 million.

• Safety and health of the customers by investing more on natural sweeteners.

• Providing the customers, an exact figure of what they are consuming in each of their serving.

• Low Caloric product fo4r5mation to meet the global needs.

Strategies

The key strategies of the company include;

• The main strategy and slogan of the company is availability, affordability and acceptability of the brand.

• Sustainable development of the company, keeping pace with the market to ensure its future presence.

• Periodic assessments of business plans, product response and planning.

• Training sessions of tools and planning to the associates, for the excellent and active performances at the ground.

• Keep balance of relations regarding goodwill and strategies with anchor bottlers and franchises to keep the process running.

• Enhancements of necessary culture and capabilities.

• Engaging other partners in progress through a leadership team.

Yearly Marketing Budget

Total revenue of the company by year 2010 was U.S $ 35.119 billion, with operating income of $8.449 billion and net income of U.S $11.809 billion. Total assets of the company account for U.S $72.921 billion. With the perfect strategy and high revenue, the UK grocery sales were topped by Coca Cola as it topped £1 billion of sales in 2010 (Stephen, 2001).

Marketing Mix of Coca Cola

Product

The Company is hosting a wide range of beverage products to ensure customers wide choice.

• Over 35,000 beverages are produced by the company.

• The bench mark of the company is coke and the major products include Coca-Cola, Sprite, Fanta, Barq’s Root Beer, and Coke Zero.

• Diet beverages are also manufactured by the company since 2001.

• Other beverages include pure fruit juices and fruit drinks, teas, coffees, soya drinks and much more.