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
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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.
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Read more : 5 Types of Market Segmentation with Examples