Analysis of Coca-Cola’s Marketing Principles

...

Distribution strategy

Grube (2009) ascertain that Coca cola owns the largest distribution network due to the demand in the market for its products. The company’s successful distribution network enables it to command such a high market presence. Having a plethora of strong and popular products, Coca-Cola commands a vast amount of customer loyalty. Products such as Fanta and Coca cola command a huge fan following. Many people prefer these company soft drinks over others. Coca-Cola has the best distribution channels. The company looks for and assembles the ingredients to prepare syrups, beverage bases and product concentrates before releasing them to regional headquarters located in each and every country acting as the market (Bagley, 2015). The company bottling partners and certain Company operations manufacture, package, merchandise and distribute the finished branded beverages to the company customers as well as the vending partners who sell the finished products to the final consumers.

Communication Strategy

The company management values effective communication as an imperative strategy towards attaining the desired sustainable and successful performance excellence. Coca-Cola uses one of the best communication strategies. The company hosts both Special General Meetings (SGM) as well as the Annual Genera Meetings with all the branch managers, customer representatives and stakeholders to deliberate on essential issues pertaining the organization (Butler & Linda, 2015). Information comes from the head office at the headquarters of the company towards regional managers who communicate to both customers and employees at the grassroots levels.

Pricing Strategy

According to Butler and Linda (2015), Coca-Cola adopted the best pricing strategy where the prices of each product are determined with the regional managers in each and every country and state. These prices are determined by the use of a variety of factors such as the size of the bottle and the economic status of that particular country in general. Nonetheless, the company sets prices that are manageable by all classes of people in respect to their economic status. In this regard, the pricing concept provides reasons for the implementation of the marketing concept differently from one country to another (Grube, 2009). In developed countries such as United States and the United Kingdom, prices of the product tend to be lower compared to those in the developing world such as Nigeria and Brazil.

Conclusion

In deed Coca-Cola has a well-developed marketing Mix Concept. However, the two suggests that the company should adopt a unique sustainable housing to ensure that all products are adequately available in the market at the company preferred manner. Despite the achievement of Product, Place, Promotion, and Price, Coca-Cola has to do a lot to achieve its goals of refreshing the whole world and maximizing profits. The company should facilitate the provision of refrigerators and other services to all its sales person. Vendors should acquire refrigerators strategically positioned within the building. An active marketing strategy is important in meeting business objectives. Coca-Cola should establish cordial business relationships with large such as those operating in the hotel, tourism and hospitality industry to ensure that its drinks are available throughout a lifetime. The company should maintain a track record of its stiff competitors such as Pepsi to meet performance excellence. A high market mix helps in strengthening the interplay of the 4Ps for the achievement of the set objectives. The company should develop more products depicting different tastes and prices sold all over the world as opposed to the existing ones. Development of more products will help in countering stiff competitive forces from Pepsi.

---------------------------------------------------------------

References

Grube, C. (2009). Measuring the immeasurable: Valuing patent protection of knowledge-based competitive advantages. Wiesbaden: Gabler Verlag.

Bagley, E. C. (2015). Managers and the Legal Environment: Strategies for the 21st Century. Cengage Learning

Bodden, V. (2009). The story of Coca-Cola. Mankato, MN, Creative Education.

Butler, D & Linda, T. (2015). Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too) Ney York (NY), USA, Simon and Schuster.

Chattered Quality Institute (CQI). (November, 2011). Model of Sustainable Organization. Sustainable organizations are enduringly successful, yet not all successful organizations will endure or are sustainable: How sustainable is your organization? The MoSO Co-operative Retrieved from: http://www.thecqi.org/Documents/community/Special-Interest-Groups/Deming/MoSO%20brochure.pdf

Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Mason, OH, South-Western Cengage Learning.

Isdell, E. N., & Beasley, D. (2012). Inside Coca-Cola: a CEO's life story of building the world's most popular brand. New York, St. Martin’s Griffin