可口可乐市场营销推广策略分析SWOT分析4P战略波特五力模型.docx
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可口可乐市场营销推广策略分析SWOT分析4P战略波特五力模型.docx
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可口可乐市场营销推广策略分析SWOT分析4P战略波特五力模型
MarketingPlanandResearchReportofCoca-Cola
Executivesummary
TheCoca-ColaCompany(“Coca-Cola”)wasfoundedin1886whichisrankednumberoneinthebeverageindustry.Thecompanymanagesmorethan500nonalcoholicbeveragebrands,andfourofthetopfivenonalcoholicsparklingbeveragebrandsareownedbyCoca-Cola.Accordingtoits2012annualreport,thewholegroup’snetoperatingrevenueamountedto48.02billionUSD(TheCoca-ColaCompanyAnnualReview,2012).Inaddition,Coca-Colaaccountsforapproximately37.1%ofallthesoftdrinkmarket,followedbyPepsiCoatabout30.2%,andDr.PepperSnappleGroupat21.4%(Faber,2012).
Inthelong-standingviewpoint,Coca-Colahasaninclinationtoexpanditsmarketshareto50%anditssalesrevenueto500billionUSDinthe2015(Hofstede,2012).Althoughitsprosperousstatusquo,thecompanyisalsofacingagainstanintensifiedcompetition.ThisreportisaimedatanalyzingtheoverallmarketingstrategyofCoca-Colatofindoutthepotentialvulnerabilities.Then,basedupontheanalysisandin-depthresearch,itwilloutlinethestrategicplanforthefutureinordertofurtherenhanceCoca-Cola’smarketingstatus.
Externalenvironmentanalysis
Awell-roundedanalysisofcompany’senvironmentwillbebeneficialforthecomprehensiveunderstandingofthesituation.First,itisbettertoresearchCoca-Cola’sexternalsituationwhichincludesthreeparts:
macro-environmentalfactors,micro-environmentalfactorsandcompetitivestrategy.
Forthemacroaspect,thisreportutilizesPESTmodelwhichexaminesthechangesinamarketplacecausedbyPolitics,Economy,SocialandTechnologicalfactors.
•PoliticalAnalysis
Shiftsofgovernment’sattitudetowardstheforeign-investedenterprisemayposeathreattothecompany.Especiallyintheemergingcountries,thepoliticalstabilityisessentialtoasuccessfulbusiness.Inaddition,changesoflawsandregulations,includingnon-alcoholicdrinksregulationshouldbeconsidered.
•EconomicAnalysis
AccordingtoIMF,whiletherehavebeensomeencouragingsignsofeconomicrecovery,theglobaleconomicgrowthseemstobelosingmomentum.Inotherwords,thecompanystillneedstobevigilanttotheoutsideworldandtheemergingeconomytoseizeopportunities.AccordingtotheStandardandPoor'sIndustrysurveys,"Formajorsoftdrinkcompanies,therehasbeeneconomicimprovementinmanymajorinternationalmarkets,suchasJapan,Brazil,andGermany."Thesemarketswillcontinuetoplayamajorroleinthesuccessandstablegrowthforamajorityofthenon-alcoholicbeverageindustry.
•SocialAnalysis
Livingahealthierlifestyleissoprevalentallaroundworldthathasaffectedthenon-alcoholicbeverageindustryassomeconsumersareswitchingtobottledwateranddietcolasinsteadofbeerandotheralcoholicbeverages.Thiscontinuedtendencywillimpactthenon-alcoholicbeverageindustrybyincreasingthedemandoverallandinthehealthierbeverages.
•TechnologicalAnalysis
TherapidadvancementofscienceandtechnologymaydeeplyimpactCoca-Colaaswell.Forexample,noveldistributionchannel,diversifiedpromotioncampaignandnewproductionlineetc.
Intermsofmicro-environmentalfactors,itisadvisabletousePorter'sFiveForcesmodeltoanalyzethemarketcondition.
•Threatofnewentrants
Comparedwithotherindustry,softdrinksindustryhasarelativelyhighergrossprofitrateandlowerbarrierstoentry,accordingly,theredoexistmanypotentialentrants.
•Threatofsubstituteproducts
Asismentionedabove,healthierdrinkinghasbeenanewtrendfortheconsumers.So,enoughattentionmustbepaidtothesubstituteproductssuchasteadrinks,bottledwaterandsportsdrinks.
•Bargainingpowerofcustomer
Withthousandskindsofnon-alcoholicbeverageinthemarket,consumershaveawiderangeofoptions.Additionally,theyarealsobecomingsensitivetopricewhichrenderthemtohavemorebargainingpower.
•Bargainingpowerofsuppliers
Astheleadingcompanyinthemarket,Coca-Colastaysstrongtothesupplierswhoarewillingtocollaboratewithsuchagiantenterprise.Inotherwords,bargainingpowerofsuppliersiscomparativelyweak.
•Intensityofcompetitiverivalry
Relieduponitssalesanddistributionchannels,Coca-Colahasundoubtedlyestablishedamaturemarketingnetwork.Butwhatcan’tbeignoredisthethreatsposedbycompaniesoutofcarbonatedbeverage,theyallsparenoefforttogainmarketshareintherelevantindustry.
Aftertheanalysisoftheabovetwofactors,keepingalertandfurtherdevelopingthecorecompetencyareextremelysignificanttoCoca-Cola.Thus,howwillthecompanycompetewiththemajorplayersinthemarket?
CompetitiveAdvantage
LowerCostDifferentiation
Ascanbeseeninthechart,thecompanyuseddifferentiationandcostleadershiptactics.Differentiationisachievedthroughsuperbqualityofitsproduct,whichsurpassesthecompany’smajorrivalsinthebrandimageandhighcustomerrecognition.What’smore,itspromotioncampaignandpackagingstrategyalsodifferentiateCoca-Colafromcompetitors,forinstance,itsuniquebottledesignhasbecomeaworldfamoussymbol.
Thepositioningofcostleadershipisachievednotonlythrougheconomiesofscaleinresearch,developmentandpromotion,butalsothroughlearning,knowledgeandexperienceinproductionandoperationalprocesses.Furthermore,thecompany’sefficientdistributionnetworksandmanufacturingsystemscontributesignificantlytoitscostsaving..
Marketstrategy
Basedontheaboveanalysis,thisreportresearchestheinteriorpartofCoca-Colatodetermineitsmarketingandfinancialobjectives,segmentation,positioning,andtargetmarket(s)inthefuture.
FuturegrowthforCoca-Colawillbeembodiedintwomainareas:
globalemergingmarkethealthdrinks.BesidesUnitedStatesCoca-Colawillcontinuetomarkettocountriesaroundtheworld.ThecompanyhasanimpressiveperformanceinemergingmarketslikeLatinAmerica,theBRIC,andWesternEuropewhichwillbetheirmajorfocusinthefutureforthisiswheremajorgrowthopportunitieslie.
Inaddition,consumersaremovingtowardsahealthierlifestyle,whichaccordinglyiscausingCoca-Colatoexpandproductlinetosatisfytheirneeds.ThisnewmarketishugeandcreatesalotofgrowthopportunityforCoca-Cola.
Morespecifically,Coca-Colaintendstoincreaseitscurrentmarketshareinthesoftdrinkto50%intheendof2015(Hofstede,2012),inparticular,itwillinvestheavilyinthehealthdrinkproducttograbthisdevelopingclichémarketandtocaterforconsumer’saptitude.Then,thewholegroupwillachieve50billionUSDsalesrevenueand13billionUSDprofitmargin(Marcial,2007).
Marketingresearchresult
Tostaycompetitive,Coca-Colahasdonewellinunderstandingandsatisfyingconsumers.Ithavebeenfoundthatcustomersexpectmorefromtheirbeverages.TofillthisdesireCoca-ColahasdevelopedtheBeverageInstituteforHealthandWellness.Thisinstitutedevelopsnewproductideasthatcancontributetotheirproductline.Inaddition,Coca-Colaiscapableofmaintainingtheirmarketvitality,sotheycontinuetodoresearchthatwillbenefittheirconsumers,aswellasbeingprofitableforthecompany.
Apartfromflavordiversification,profitabilityincertainregionhasalsobeenamajorconsideration.Forinstance,CokeZeroisaproductthatcarriesnocarbohydratesorcaloriesandwasnotquitemeetingtheexpectedprofitsintheUnitedStates,butCoca-ColastartedtoadvertiseitmoreinEuropetoareasthattoenjoyit.Thisregionseemedmoreconcernedabouttheirhealthandwell-being,whichcontributedtoCokeZerobecomingmoreofaprofitableproduct.
SpecialmarketingtechniquessuchasB2Bstrategiesarealsousedtomaketheirproductsmoreattractivetotheyoungpeople.Forexample,Coca-ColaunitedwithiTunes,sothatwheneversomeonepurchasedaCoca-Colaproducttheywouldreceivefreesongstopromotebothproducts(Fuhrman,2007).
Eventhough,Coca-Colaisconfrontingwithanumberofchallengesinthedaystocome.Themoststrikingoneisthatthebeverageindustryismovingtowardahealthconsciousconsumer.“InmanyEuropeancountries,theincreasingconsumertrendtowardahealthierlifestylecontinuestogrowdemandforfunctionalbeveragesthatofferphysicalormentalwell-being,lowercaloriesandotheraddedvalues”(Fuhrman,2007).Consumers’valueproductsthataregoingtohelpthemliveahealthylifestyleandfeelbetterbothphysicallyandmentally.Coca-Colahastoreconsideritsexistingproduct,pricing,distributionchannelandpromotionstrategytobetteradaptitselftotheever-changingatmosphere.
Inordertoformulateawell-roundedmarketstrategyforCoca-Cola,thisreportcarefullyestablishestherelevanttacticswhichareinlinewiththeanalysisanddatacollected.Itisrecommendedtouse4Pwhichconsistsofproduct,place,price,promotiontoanalyzethespecificdetailsinthenextpart.
Marketingmixsummary
Inthisreport,4PmodelisutilizedtoillustrateCoca-Cola’smarketingmix,i.e.product,place,price,promotion.
Item
Details
Product
Coca-Colahasahugeproductmixwhichcontainsabout400brands,includingdietandlightbeverages,waters,juiceandjuicedrinks,teas,coffees,energy,andsportsdrinks(Coca-ColaCompany,2012).
Toattractnewconsumersandmarkets,productlinemustbeextended,especiallyinthehealthdrinkproductliketea,juiceandsportsdrinketc.
Inaddition,propermodificationforthecurrentproductisalsoneededtomaintainthecurrentconsumers.
Price
Withthecarefulconsiderationofconsumer’spriceelasticity,thepricesofthe
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- 可口可乐 市场营销 推广 策略 分析 SWOT 战略 波特 模型