Marketing at Coca-Cola

Paper Summary:

The paper offers a profile of the Coca-Cola company and discusses how the full satisfaction of customers' needs sits at the core of Coca-Cola's marketing strategies. The paper then focuses on Coca-Cola's strategies that are based on customer relations, increasing market share, increasing the exports to foreign countries, and penetrating the unserved markets. The paper concludes with recommendations based on these marketing objectives.

Outline:
Organization Profile
Marketing Orientation at the Company
Marketing Planning Process at the Company
Marketing Activity Recommendations

From the Paper:

"The Coca-Cola Company was founded in 1886 in Atlanta, Georgia by Asa Griggs Candle and it is publicly traded on the New York Stock Exchange under the signature KO, for a value of $50.34 a share (July 16, 2008). The organization activates in the non-cyclical consumer goods and services sector, in the non-alcoholic beverages industry. In 2007, the company had registered revenues of $28,857 million and net profits of $5,981 million, both revealing growth as compared to fiscal year ended in December 2006. Their current market capitalization is of $116.93 billion (Reuters, 2008)."

Sample of Sources Used:

• Hays, C.L., 2004, The Real Thing: Truth and Power at the Coca-Cola Company, Random House, ISBN 037550628
• Lloyd, M.E., 2008, Coca-Cola CEO: 2nd Half '08 To Remain Challenging in North America, CNN Money, last accessed on July 18, 2008
• 2008, Official Website of the Coca-Cola Company, http://www.thecoca-colacompany.com , last accessed on July 18, 2008
• 2008, Ansoff Matrix, Strategy Vector Model, http://www.strategyvectormodel.com/index.php?option=com_content&view=article&id=56&Itemid=62 last accessed on July 18, 2008
• 2008, Coca-Cola Co (New York Stock Exchange), Reuters, http://www.reuters.com/finance/stocks/ratios?symbol=KO.N&rpc=66c last accessed on July 18, 2008

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