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“Coca-Cola”
Maria Cristina B. Landicho (23100474)
BMRK231: Marketing
Moshiri, Ghoncheh
July 2024
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Part A
Customer/Consumer
 Coca-Cola's customer base is diverse, with a global presence in markets like the United
States, China, Mexico, India, and Brazil. (Statista, 2024).
 The company targets consumers who value tradition, happiness, and togetherness, resonating
with family-oriented and social individuals. In a market estimated to reach $1.6 trillion by
2028, Coca-Cola holds a significant share with over 1.9 billion servings consumed daily
worldwide. (Coca-Cola Company, 2024).
 Customers purchase Coca-Cola products in various formats through retail channels.
 Factors influencing consumer choices include price, taste, quality, and brand loyalty.
Company & Corporate Partners
 Coca-Cola was founded in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton. It has since
grown into one of the most recognizable brands globally.
 Coca-Cola’s mission is to refresh the world and inspire moments of optimism and happiness.
Its vision includes being a sustainable business that positively impacts society and the
environment (Coca-Cola Company, 2024).
 Coca-Cola’s corporate culture emphasizes innovation, sustainability, and community
engagement. It fosters an inclusive environment and values diversity. The company has
extensive resources, including a vast distribution network, strong financial backing, and a rich
portfolio of over 500 brands.
 Partners and Roles: Coca-Cola partners with various suppliers for ingredients, packaging, and
logistics. Its relationship with bottling partners is crucial for production and distribution.
Collaborations with advertising agencies, consultants, and technology firms support Coca-
Cola’s marketing and operational strategies. Strong partnerships contribute to consistent
product quality and distribution efficiency. However, dependency on certain suppliers could
pose risks in supply chain disruptions.

Competitors
 Strong competition from Pepsi, fruit juices, and other drinks.The industry is experiencing
growth due to increasing demand for diverse beverage options, although traditional
carbonated soft drink (CSD) segments face stagnation due to health concerns (IBISWorld,
2024).

Segmentation
 Coca-Cola targets multiple market segments, including urban and rural areas across
developed and emerging markets; all age groups, though recent efforts focus on younger
generations; and consumers who value tradition, social connections, and enjoyment.
 Coca-Cola employs a differentiated targeting strategy, offering various product lines to cater
to diverse consumer preferences, such as Coke Zero for health-conscious individuals and
premium beverages for niche markets.
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Part B
Helpful Harmful
Internal Strength Weaknesses
 Global brand with a lifestyle.  Marketing and distribution demand
 Successful "Share a Coke." significant cost.
advertising and contour bottle design. Questionable quality control.
 Wide range of bottling and  Rising awareness and regulation of soft
distribution partners. drink sugar.
 Novelties like Coca-Cola with Coffee.
 Strong marketing ideals of unity,
connection, and enjoyment.
 Successful marketing of unity,
togetherness, and enjoyment.
External Opportunities Threats
 Increasing consumer engagement  Strong competition from Pepsi, fruit
and operational efficiency via digital juices, and other drinks.
and AI.  Low consumer switching costs and
 Working with environmental groups strong substitute bargaining power.
on sustainable packaging.  Possible danger from new brands
 Entering new markets and investing heavily in marketing and
diversifying products. customer loyalty.

Part C
Coca-Cola’s global brand recognition and customer loyalty are critical assets. These
strengths allow the company to maintain market dominance and leverage brand extensions and new
product launches. However, the rise of health-focused competitors and stricter regulations on sugar
content present significant threats. Coca-Cola must innovate and adapt its strategies to address these
challenges.

Maintaining and improving the global brand image should be at the center of marketing
strategies, along with using new technologies to make things run more smoothly and efficiently.
Coca-Cola can stay competitive and current in a market that is always changing by focusing on new
products and personalized marketing.

References
Coca-Cola Company. (2024). Company Mission and Vision. Retrieved from Coca-Cola Company.
Coca-Cola - Interbrand. (2023, November 20). Retrieved from https://interbrand.com/best-global-
brands/coca-cola/
IBISWorld. (2024). Carbonated Soft Drink Production Industry Report. Retrieved from
[IBISWorld](https://
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Statista. (2024). Coca-Cola Company - Statistics & Facts. Retrieved from Statista.