Report Of Coca Cola Marketing Analysis Marketing Essay

Report Of Coca Cola Marketing Analysis Marketing Essay The operating environment of our company contains two parts: the macro-environment and the micro-environment. Macro-environment: Entering into the 21st century, the material production of the society has been abundantly riched and the standard of living of people has been greatly improved. The UK beverage market is going through an environment of constantly meeting the material and cultural needs of people. The consumption concept of pursuing healthy and fashionable lifestyle becomes more and more important. People constantly strive for excellence and dedicate to the pursuit of aggressiveness. The number of people that concern about the nature and health is constantly increasing, while some products of the Coca-Cola and their fashion sense and metropolitan image are consistent with the characteristics of modern peoples entertainments and the development of living space(Wette Kristensen,2005). They also comply with the demand of low calorie of the consumers, so it will be subject to the general consumers. Micro-environment: Generally speaking, Coca-Cola has the stable and strong suppliers and intermediaries with scale. The supply chain is relatively clear. It can constantly adjust its supply chain and value chain according to the actual situation. This has great relationship with creating the stable kingdom of Coca-Cola(Jens Rupp,2009). There are basically only two competitors within the industry of the US soft drinks for the two companies account for 70% market shares. But there are some differences between these two brands in the customer experience and the impression. Both have a long history and great advertising investment. The influence of history and advertisements make the two brand Coca-Cola and Pepsi become the symbol of American culture. For various reasons they form a great industrial monopolies. Currently Coca-Cola continues to develop to a new direction. (2)Competitive regional analysis The main rival of Coca-Cola in the beverage market is the other existing competitors and potential competitors. Among them, the existing competitors include foreign competitors and local competitors. The foreign competitors-Pepsi Cola is the largest available competitor. Pepsi Cola is one of the worlds most successful companies of consumer goods. The two companies monopolize the cola market in the world (Eileen P,Anderson-Fye ,2004). Currently in the UK, they are popular in different cities. The local brands are Coca-Colas local competitors. These brands in the UK have a relatively fixed group of consumers and the local consumers have formulated certain consumption habits, which is also a strong rival of Coca-Cola. (3)SWOT Analysis Advantage (strength) The worlds largest soft-drink giant, it has the advantages of strong manufacturers and great global competitiveness. Strong marketing capabilities, systems and corporate advertising. Brand image grows deeply in peoples minds, has become one part of consumers life. The Mystery formulations of the core product are extremely confidential, so its popular for 100 years without failure. Access deployment is rather complete, and has the strong sales channels of fast food.Innovative and highly competent, the most representative product is the launch of Diet Coke.High market share, more market leading brand products.Products have the characteristics of convenience, the unique flavor and the fair price and so on.Product life cycle has the patterns of loop recycling, remains intact.Recently it announces that the employee stock option is one part of salary transfer fee, which will fully reflect the financial condition of enterprises. Disadvantage (weakness) Large organizations, control is not easy.Consumers stereotypes to the products unhealthy beverages containing the ingredients of caffeine in cola, and could easily lead to obesity and other health problems. The product identification of major consumer groups (younger) is slightly worse than Pepsi. Access of bottled drinks is over the wide range and its more difficult to control the final product quality of consumers. Opportunity General soft drinks industry can enter into the industry with low barriers, however its hard to develop into the cross-marketing level.Carbonated beverages are more suitable for the demand of the younger, especially for Latin America and the Asia-Pacific countries. The proportion of young people is rapidly improving which brings the industry more business.Brand image of beverage has a deep influence to the sales condition. Threat The alternative of other Non-cola carbonated beverage products of other alternative is still quite possible.The pursuit of health consumers will definitely reduce the consumption of carbonated beverages. The competition of beverage market competition is quite fierce. The main rival Pepsi is a huge threat. Over the past few years, the performance of Coca-Cola is stagnant while the Pepsi is continuous growing. (4)PEST Analysis: Analysis of political and legal factors: the British political environment is stable, the production is developing and people live and work with high level. The legal system is more perfect. Coca-Cola has to be in accordance with the British laws and regulations when takes various marketing activities to achieve better development in the UK. This can bring more advantages and opportunities to Coca-Cola. Analysis of economic environment factor: the treatment of the UK to the foreign investors is very favorable. Foreign and British businesses get the same tax, financial subsidies, new technology development subsidies. Because of the complete base facilities, transport facilities, communication equipment, stable political environment and other advanced and favorable conditions, they are enormously attractive to foreign investors. In addition, the UK is a developed country and has a relatively high level of economic development. (Springer US,2003). So the product quality competition is more important that the price competition if Coca-Cola want to be well developed in the UK. Analysis of technical factor: due to the rapid development of science and technology, the cycle of using new technology in new product has been greatly shortened. The product renewal of beverage industry has speed up. At the same time the promotions are becoming more diverse. Analysis of Social and human factors: the UK is a country filled with elegant atmosphere. But it also has the side of young and enthusiastic. The British are taking care of the life quality and spiritual enjoyment. 2. Marketing positioning (1) Market Segmentation 1) segment by the purchasers age: According to the market survey, the main consumers of Coca-Cola are the younger with the age from 15 to 34. They account for more than half of the whole consumer group. The young generation are open-minded and they pursuit healthy, fashionable and high-quality life. Therefore the natural and healthy Coca-Cola which is consistent with the trend can meet their requirements. 2) segment by the purchasing factors: Interest segments of market age numbers psychology preferable brand taste Heavy consumer Pursuit fashion and trendy and like to buy foreign brands Soda product Health and beauty 20-34 Heavy consumer Pursuit fashion, health and leisure, with more pressure and eager to relax Functional beverage or packaged water with caffeine and vitamins Health and care >35 Light consumer Conservative, pursuit stability, peace and the longevity of life Healthy and nutritious (2) Target Market Through market segmentation, we decide to choose the 18-29 year old consumer group as our target market. Because the consumers with this age are the main consumers of the Coca-Cola products. Besides, as there are lots of universities in Britain, the target group can form the market that is large enough and has some potential. Moreover, since the consumption attitudes of college students change and the income levels of young white-collar increase, the purchasing ability of the group has been improved in some extent. Meanwhile the young people have a higher Coca-Cola brand loyalty. As long as our products can make a breakthrough on taste and function, it will win the consumers heart easily. Develop with the way of regional agency, that is using large cities such as London, Oxford, Cambridge, Birmingham, Liverpool and so on to drive the small market. Take the chains and supermarkets as the main distributors. (3) Marketing Strategy Coca-Cola is an enterprise that keeps pursuitting innovations. After successful developed the non-cola carbonated drink smart series, it introduced a natural non-carbonated fruit juice and successful realizes the product diversification. Its product is coherent. On the other hand, as the boss of beverage industry, Coca-Cola has a clear competitive advantage.(Fiona Scott Morton,Florian Zettelmeyer,2004). First of all, it maintains a concentric development and its own technology, equipment, staff, cost and other advantages provide a solid backing to the development of tea drinks. Second, the Coca-Cola has the worlds most mature, stable production capacity and the fastest distribution channels. The market of tea drinks becomes a corollary. In the end Coca-Cola has a well brand reputation. So we put the favorable market segment as a starting point and focus the strength and advantages of the enterprise in one market segment to obtain success. And then through the spread role of the targe t market to enlarge the vertical depth of consumers. (4)The effect of marketing strategy Segment the market by selecting the 18-34 years of age to learn the needs of market segments and take intensive marketing activities. Then the strong market position can be achieved in the market segments. The enterprise can save substantial operation costs and win the high return on investment as a result of specialized production, distribution and promotion. 3. Advertising Campaign a. advertising strategies (1) advertising objectives: improve the brand image and product awareness (2) advertising theme: happy life (3) performance style: easy sunshine (4) advertising slogan: create an infinite future with Coca-Cola together b. media strategy Media types Characteristic Ads budget Arrival rate Frequency (weekly) Our-door ads Repetitive, with the combined effect of symbols and actions 3500 80% 3 broadcasting low cost, flexible information dissemination, timely, wide spread, 2500 60% 2 network effectively attract the target audiences attention, and interact directly with consumers 3000 80% 2 newspaper Lasting preservation of information, high trust 1000 50% 1

The Impact of African-American Sitcoms on Americas Culture Essay

The Impact of African-American Sitcoms on America's Culture Since its start, the television industry has been criticized for perpetuating myths and stereotypes about African-Americans through characterizations, story lines, and plots. The situation comedy has been the area that has seemed to draw the most criticism, analysis, and disapproval for stereotyping. From Sanford and Son and The Jefferson’s in the 1970s to The Cosby Show (1984) and The Fresh Prince of Bel-Air in the 1990s, sitcoms featuring black casts and characters have always been controversial. However, their significance upon our American culture cannot be disregarded. During the 1950s and 1960s, 97% of the families were Caucasian. In the first five years of the 1990s, nearly 14% of the television families were African-American (Bryant 2001). These statistics obviously show the substantial impact our American culture has had on African-American television families. Sanford and Son was set in the early 1970s. They were a very low class, low-income family that was very disjointed. The father, Sanford, spent most of his time drunk and putting his son down. There were few, if any, family values emphasized. The only positive message conveyed was that the son and dad loved each other. One of the next popular African-American shows to appear was The Jefferson’s. It was about a nouveau riche African-American couple, George and Louise Jefferson. Jefferson was a successful businessman, millionaire and owned seven dry cleaning stores. They lived in a ritzy penthouse on the East Side. In fact, the theme song referred to the fact that they â€Å"were movin’ on up!† They lived their lives filled with money and success. It was the first television program that... ...way to a safer place where he could be raised properly. This sitcom emphasized positive African-American stereotypes, such as honesty, love, strong family values, and success. The Fresh Prince of Bel-Air also demonstrated that the problems money can bring were not confined to one race. Starting with Sanford and Sons through the progression of The Fresh Prince of Bel-Air, it is evident that the changes transpiring in society are slowly entering the television industry. What would have been acceptable in the 1970s would be totally unacceptable in this day. No longer is an African-American father in a sitcom shown as a worthless, rude individual. The father figure is now shown more as a responsible, loving, and moral person with more realistic faults. Color now seems, through evolution, to be taken out of the equation for the African-American television families. The Impact of African-American Sitcoms on America's Culture Essay The Impact of African-American Sitcoms on America's Culture Since its start, the television industry has been criticized for perpetuating myths and stereotypes about African-Americans through characterizations, story lines, and plots. The situation comedy has been the area that has seemed to draw the most criticism, analysis, and disapproval for stereotyping. From Sanford and Son and The Jefferson’s in the 1970s to The Cosby Show (1984) and The Fresh Prince of Bel-Air in the 1990s, sitcoms featuring black casts and characters have always been controversial. However, their significance upon our American culture cannot be disregarded. During the 1950s and 1960s, 97% of the families were Caucasian. In the first five years of the 1990s, nearly 14% of the television families were African-American (Bryant 2001). These statistics obviously show the substantial impact our American culture has had on African-American television families. Sanford and Son was set in the early 1970s. They were a very low class, low-income family that was very disjointed. The father, Sanford, spent most of his time drunk and putting his son down. There were few, if any, family values emphasized. The only positive message conveyed was that the son and dad loved each other. One of the next popular African-American shows to appear was The Jefferson’s. It was about a nouveau riche African-American couple, George and Louise Jefferson. Jefferson was a successful businessman, millionaire and owned seven dry cleaning stores. They lived in a ritzy penthouse on the East Side. In fact, the theme song referred to the fact that they â€Å"were movin’ on up!† They lived their lives filled with money and success. It was the first television program that... ...way to a safer place where he could be raised properly. This sitcom emphasized positive African-American stereotypes, such as honesty, love, strong family values, and success. The Fresh Prince of Bel-Air also demonstrated that the problems money can bring were not confined to one race. Starting with Sanford and Sons through the progression of The Fresh Prince of Bel-Air, it is evident that the changes transpiring in society are slowly entering the television industry. What would have been acceptable in the 1970s would be totally unacceptable in this day. No longer is an African-American father in a sitcom shown as a worthless, rude individual. The father figure is now shown more as a responsible, loving, and moral person with more realistic faults. Color now seems, through evolution, to be taken out of the equation for the African-American television families.

Explain Why It Is Difficult to Talk Meaningfully About God Essay

Religious language is defined as the communication of ideas about God, faith, belief and practice. This definition makes it difficult to talk meaningfully about it as each of these words have concepts behind them and each and every individual interprets these differently, so religious language is different to everyday language, as it only denotes to an individual’s belief and faiths traditions. There are also many problems with religious language as a whole as it anthropomorphises God, by using terminology such as ‘Him’ ‘King’ and ‘Shepherd’ this is limiting and subjects God to have human qualities, which is against what The Bible wants to portray God as. Also another problem is that some think that religious language is cognitive, thus something must be known about God to talk meaningfully about it. Yet this creates the problem that religious statements are not about objective facts that can be proved true or false but are answers to questions that are unable to be validated, as they are based on objective facts that are open to cognition. These issues have led to religious believers to find ways in which they can talk about God in a meaningful way and the opposite as non-believers are searching for ways to render religious language meaningless. A group of philosophers called the logical positivists who as a group did not seek to understand how we gain knowledge of the external world, but how we use language to convey it. They believed that everything that can be verified is meaningful. Thus the verification principle was developed which stated that if it could be empirical tested by the five senses then it was meaningful, for example, a house is made of gingerbread, is meaningless as it can be proved false by taking stone samples from the house. Yet this causes a problem when talking about philosophical and religious aspects. The logical positivists thought it was pointless to talk about art, music, ethic and God as it could never be verified, so couldn’t be rendered true or false. Therefore it is meaningless as it is used to consider things beyond the human experience and this creates the ‘impossibility’ to understand to meaning of anything being said. A. J. Ayer; a logical positivist introduces two types of verification, strong and weak, to deal with the acceptation of scientific and historical propositions which are struggling to regard as meaningful or not. Strong verification is when there is absolute no doubt that a statement is true, as it is verified through sense, for example, ‘It is sunny today’. Yet weak verification occurs when some of the observations are not conclusively true or false, for example, ‘humans are made of atoms’ as this may be accepted by people who were at the time of the discovery, also future scientific statements are verified by the weak, as they will only be affirmed in the future not at present. The falsification principle created by Flew, stated that religious statements are meaningless as there nothing which can count against a religious believer, as they will not count or accept any of the evidence against their faith. Criticism ‘dies the death of a thousand qualifications’. For example Flew used the story of a father of a terminally ill child, prayed for God to make their child better, but the child died, the father qualifies this by saying it was God’s decision and maybe God’s love is ‘not merely human love’. Tillich believed that religious language was meaningful as it was conveyed through metaphors and symbols, however philosophers such as Paul Edwards thought that revelation could not be portrayed through the verification principle using empirical evidence therefore symbols don’t elude any factual knowledge, and are meaningless. Another critique of Tillich is that he stated that metaphors and symbols can be mistranslated and over time the original meaning may have been lost or forgotten therefore considering symbols meaningless as the meaning may have been changed from what was originally intended to represent. Also with the criticism that symbols can be interpreted in any way the individual wants to, this is demising the ultimate truth of reality it is trying to convey as it may point in a different direction as to which was also originally intended. Overall, the verification and the falsification principles argue that it is not possible to talk about God meaningful way as it is not possible to prove the existence of God of go verify any of the statements related to God.

Free Essays on Female Desire

On October 21, 2004, I turned into NBC Today at around 7:30 AM and watched a program entitled â€Å"Lustful men are little devils, but women are often tramps†, which discussed the idea that our society still is not comfortable with the idea of female desire. The program was presented by Brian Alexander, who is a California-based writer who covers sex, relationships and health for NBC today. He does this along with his duties as a contributing editor at Glamour, one of the nation’s leading fashion magazines. In the program, viewers were informed that for a few years now, some women have been using testosterone gels and creams obtained from compounding pharmacies in an effort to boost a waning sex drive, often brought on by menopause. And recently, Proctor & Gamble announced data from clinical trials of its Intrinsa patch for women. Should the patch be approved for sale, making it the first drug treatment for female sexual dysfunction on the market and likely cause other companies to follow and reap huge economic rewards for this. However, despite the recent attention to this issue, about 30 years ago doctors noticed that women given testosterone-related steroids for treatment of medical conditions reported a sex drive boost as a side effect. During these intervening three decades, as many as half of all women are estimated to have been suffering from low libido and other sexual problems. I felt that the program brought up some very interesting issues that I’ve found to be true in my experiences. Commonly, I hear on TV and radio about the various types of male enhancement drugs such as Viagra, Levetra, and other forms of male enhancement used in the treatment of sexual dysfunction. It was rare to hear someone like Mr. Alexander speak on the opposite side of the topic, a side that, in agreement, I felt is not discussed in our American society today. If females can be helped in the similar manner as males in sexual dysfunction m... Free Essays on Female Desire Free Essays on Female Desire On October 21, 2004, I turned into NBC Today at around 7:30 AM and watched a program entitled â€Å"Lustful men are little devils, but women are often tramps†, which discussed the idea that our society still is not comfortable with the idea of female desire. The program was presented by Brian Alexander, who is a California-based writer who covers sex, relationships and health for NBC today. He does this along with his duties as a contributing editor at Glamour, one of the nation’s leading fashion magazines. In the program, viewers were informed that for a few years now, some women have been using testosterone gels and creams obtained from compounding pharmacies in an effort to boost a waning sex drive, often brought on by menopause. And recently, Proctor & Gamble announced data from clinical trials of its Intrinsa patch for women. Should the patch be approved for sale, making it the first drug treatment for female sexual dysfunction on the market and likely cause other companies to follow and reap huge economic rewards for this. However, despite the recent attention to this issue, about 30 years ago doctors noticed that women given testosterone-related steroids for treatment of medical conditions reported a sex drive boost as a side effect. During these intervening three decades, as many as half of all women are estimated to have been suffering from low libido and other sexual problems. I felt that the program brought up some very interesting issues that I’ve found to be true in my experiences. Commonly, I hear on TV and radio about the various types of male enhancement drugs such as Viagra, Levetra, and other forms of male enhancement used in the treatment of sexual dysfunction. It was rare to hear someone like Mr. Alexander speak on the opposite side of the topic, a side that, in agreement, I felt is not discussed in our American society today. If females can be helped in the similar manner as males in sexual dysfunction m...

Free Essays on Gates

WASHINGTON (CNN/Money) - The government hammered away at Microsoft Corp. chairman Bill Gates in court Tuesday, attempting to portray him as an unreliable witness. And at one point Gates offered to alter his sworn testimony, landing a solid blow against Microsoft's position. The courts have found that Microsoft violated antitrust laws. The current hearings, under U.S. District Judge Colleen Kollar-Kotelly, will decide what restrictions will be imposed on Microsoft as a remedy for that illegal behavior. Gates has repeatedly complained that the remedies under consideration would be technically impossible to comply with or would force Microsoft to withdraw its Windows operating system from the market and force widespread layoffs at the company. The Department of Justice and half of the states involved in the original antitrust case reached a settlement with Microsoft in November. But nine states California, Connecticut, Florida, Iowa, Kansas, Massachusetts, Minnesota, Utah and West Vi rginia, along with the District of Columbia broke with the Justice Department's remedy proposal, arguing that it wasn't strong enough. Judge Kollar-Kotelly will decide what sort of remedies are appropriate based on the hearings now in their sixth week. Steven Kuney, who represents the states, continued his cross-examination of Gates, who first took the stand late Monday morning. Gates spent much of Tuesday morning complaining that the language of the states's proposal was vague and ambiguous. But Kuney repeatedly walked Gates through his arguments, and several times got Gates to concede that he was interpreting the language in the proposed remedies literally, rather than reasonably, as a court would likely do. In fact, at one point in his testimony Gates told the court that a section of the proposed remedies "could be read to ban Microsoft from competing in any product category. I know such a ban would be unreasonable, and yet that is what the languag... Free Essays on Gates Free Essays on Gates WASHINGTON (CNN/Money) - The government hammered away at Microsoft Corp. chairman Bill Gates in court Tuesday, attempting to portray him as an unreliable witness. And at one point Gates offered to alter his sworn testimony, landing a solid blow against Microsoft's position. The courts have found that Microsoft violated antitrust laws. The current hearings, under U.S. District Judge Colleen Kollar-Kotelly, will decide what restrictions will be imposed on Microsoft as a remedy for that illegal behavior. Gates has repeatedly complained that the remedies under consideration would be technically impossible to comply with or would force Microsoft to withdraw its Windows operating system from the market and force widespread layoffs at the company. The Department of Justice and half of the states involved in the original antitrust case reached a settlement with Microsoft in November. But nine states California, Connecticut, Florida, Iowa, Kansas, Massachusetts, Minnesota, Utah and West Vi rginia, along with the District of Columbia broke with the Justice Department's remedy proposal, arguing that it wasn't strong enough. Judge Kollar-Kotelly will decide what sort of remedies are appropriate based on the hearings now in their sixth week. Steven Kuney, who represents the states, continued his cross-examination of Gates, who first took the stand late Monday morning. Gates spent much of Tuesday morning complaining that the language of the states's proposal was vague and ambiguous. But Kuney repeatedly walked Gates through his arguments, and several times got Gates to concede that he was interpreting the language in the proposed remedies literally, rather than reasonably, as a court would likely do. In fact, at one point in his testimony Gates told the court that a section of the proposed remedies "could be read to ban Microsoft from competing in any product category. I know such a ban would be unreasonable, and yet that is what the languag...

Class Actions Essay Example | Topics and Well Written Essays - 250 words

Class Actions - Essay Example wsuit on behalf of several thousand or a larger group of unnamed plaintiffs who share common grievances caused by similar actions, products or defects such as consumer products, pharmaceutical drugs, medical devices and motor vehicles. People have also submitted class actions with regards to corporate misconduct, employment practices, consumer fraud and securities fraud. A class action is the best way of handling cases with similarly situated and multiple plaintiffs. This is so because, many a times, there are many people who have suffered similar or same injuries, and their individual injuries are minor, as such, they might not independently pursue legal redress. However, there are instances in which it may be impractical to submit individual lawsuits, especially when the numbers of those affected by defective products or conduct of actions is high (Hensler, 2001). As a result, class actions have become an efficient way of bringing together and disposing off thousands of claims that would otherwise be impractical to be individually litigated. Class actions still remain the most viable way of handling thousands of similar claims since it aggregates small claims, thereby lowering the cost of litigation. Class actions also ensure that all plaintiffs, both unnamed and named, receive some compensation (Backhaus et al., 2012). Backhaus, J. G., Cassone, A., & Ramello, G. B. (2012). The Law and Economics of Class Actions in Europe: Lessons from America. (J. G. Backhaus, A. Cassone, & G. B. Ramello, Eds.). Northampton, Massachusetts: Edward Elgar

Marketing communication Essay Example | Topics and Well Written Essays - 1000 words

Marketing communication - Essay Example In this report, we are going to develop a marketing communication plan for the center in order to improve the business by making the center more attractive and eye-catching for the public. The marketing plan will include such strategies which will play their role in creating awareness among the public about the facilities and entertainment provided by Viejas Outlet Center. Luther (2001) found that analysis of the current situation of any company or firm is necessary before development of a marketing plan. It is because analysis lets us know about the strengths, weaknesses, opportunities and threats regarding any specific company for which the plan is to be developed. So in the case of Viejas Outlet Center, we carried out a thorough analysis regarding the current business situation of the outlet in order to know the defficiencies and strengths regarding the outlet. Strengths of the outlet include entertainment spots and various other facilities such as casino, shopping stores, danceclubs, restaurants, and water fountain for the children. These facilities are good enough to attract the customers towards the outlet but it needs a suitable marketing plan in order to creae awareness among the public. The major drawback of Viejas Outlet Center is its marketing strategy. The marketing strategy has a lot of flaws in it due to which the outlet is unable to attract the public. Marketing plan is very old fashioned and is not adjustable with the demands of modern marketing strategies and tactics. Threats to the Viejas Outlet Center include creation of other outlets in the reigon which may not have such faciltities and entertainment spots as the Viejas Outlet Center holds, but the effective marketing strategies of the new outlets may provide them with dominance or egde over Viejas Outlet Center. That is why, Viejas Outlet Center needs to have an effective and innovative