EXECUTIVE SUMMERY

Giant soft drink company Coca Cola has come under intense scrutiny by investors due to its

inability to effectively carry out its marketing program. Consequently it is seeking the help of 

Polianitis Marketing Company Pty Ltd to develop a professional marketing plan which will help

the business achieve it’s objectives more effectively and efficiently, and inevitably regain there

iron fist reign on the soft drink industry.

When establishing a re-birthed marketing plan every aspect of the marketing plan must be

crit

icall

y

examin

ed

and

thoro

ughly researche

d.

This consists of

exami

ning

market research

,

auditing business and current situation (situation analysis) and carefully scrutinising the soft

drink industry and possibilities for Coca Cola in the market. Once Coca Cola have carefully

analysed the internal and external business environment and critically examined the industry in

gen

era

l

the

mos

t

sui

tab

le

mar

ket

ing

str

ate

gie

s

wil

l

be

sel

ect

ed

and

the

se

str

ate

gie

s

wil

l

be

administered by effectively and continually monitoring external threats and opportunities and

revising internal efficiency procedures.

Market Analysis:

The market analysis investigates both the internal and external business environment. It is vital

that Coca cola carefully monitor both the internal and external aspects regarding it’s business as

 both the internal and external environment and their respective influences will be decisive traits

in relation to Coke’s success and survival in

the soft drink industry.

Internal Business Environment

The internal business environment and its influence is that which is to some extent within the

 business’s control. The main attributes in the internal environment include efficiency in the

 pr

oduc

tio

n

pro

ces

s,

thr

ough

man

age

men

t

ski

lls

and

eff

ect

ive

com

mun

ica

tio

n

cha

nnel

s.

To

effectively control and monitor the internal business environment, Coke must conduct continual

ap

pr

ai

sa

ls

of

th

e

bu

si

ne

ss

’s

op

er

at

io

ns

an

d

re

adi

ly

ac

t

upo

n

an

y

fa

ct

or

s,

wh

ic

h

ca

us

e

inefficiencies in any phase of the production

and consumer process.

External Business

Environment

The External business environment and its influences are

usually powerful forces that can affect

1

whole industry and, in fact, a

whole economy. Changes in the

external environment will create

opportunities or threats in the market place Coca

cola must be aware off. Fluctuations in the

economy, changing customer attitudes and values, and demographic patterns heavily influence

the success of Coca Cola’s products on

the market and the reception

they receive from the

consumers.

2

OB

JE

CT

IV

E

S



To find out the consumer acceptabilit

y of

coca cola products in the market.



To study the

present & potential market segment

of coca cola products.

3