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Create a 27 page essay paper that discusses Coca-Cola Company.The company produces ready to drink juices and teas in over 100 flavors. There has been a visible decline in the consumption of carbonated
Create a 27 page essay paper that discusses Coca-Cola Company.
The company produces ready to drink juices and teas in over 100 flavors.
There has been a visible decline in the consumption of carbonated drinks as a result of the rising health concerns. Carbonated drinks make up a significant portion of Coca-Cola's sales. This is a good opportunity to increase sales of the non-carbonated drinks by entering into newer untapped markets.
This document serves as a marketing plan for Minute Maid healthy beverages for the subsequent 12 month period.
2. Situation Analysis
2.1 SWOT Analysis
The SWOT analysis is used to determine the internal strengths and weaknesses of an organization and the external opportunities and threats. The SWOT Analysis for Minute Maid is as follows:
Strengths
Weaknesses
Strong brand with world wide recognition
Strong supply chain
Established distribution channels
Excellent financial performance
Quick response to market need
Partnerships and licenses with other brands
Standing out against competition in the saturated market
More customer loyalty to the core the Coca-cola products
Dormant market demand for soft drinks
Opportunities
Threats
Changing consumer trends towards soft drinks
Entering new market segments
Developing further partnerships with other brands
Competition
Health concerns
Risk of cannibalization
Table 2.1 SWOT Analysis
2.2 FEPSOS Analysis
Marketing Functions
Marketing functions for Minute Maid include its strong branded high quality products which are designed around customer needs. The products are priced to deliver value and quality to the customers in monetary and non- monetary terms. The products are backed by and effective, extensive and result oriented marketing mix.
