The Coca-Cola Company in its Environments Analytical Essay by scribbler

The Coca-Cola Company in its Environments
Presents a marketing audit and recommendations for the Coca-Cola Company in view of its macro and micro environments.
# 152067 | 3,160 words | 9 sources | APA | 2012 | US
Published on Nov 30, 2012 in Business (Companies) , Business (Marketing) , Business (Consumer Behavior)

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This paper explains that today's market is more complex and the competition is fiercer so that even the beverage monolith Coca-Cola Company must adapt its marketing campaigns to meet the changing features of its micro and macro environments. Before making any recommendations for adapting the company's marketing strategies, the author reviews the history of the company, its success factors, its weak points, the threats of globalization and the competition. The paper recommends that the future marketing campaigns of the Coca-Cola Company focus on historic nuisances, being alert to changes in stakeholder needs, promoting the company and the products, emphasizing the brand, customizing of the efforts and the products based on local features and creating and promoting of points of difference.

Table of Contents:
Executive Summary
The Coca-Cola Company
Success Factors
The Company's over a Century History
The Involvement in the Community
The Products
The Brand
Large Scale Operations
Changing Customer Needs
Changing Demands from the General Public
The Competition
Negative Publicity
Sensitivity to Bottlers
Historic Nuisances
Alertness to Modifying Features in the Environment
Promoting the Company
Brand Emphasis
Local Customization

From the Paper:

"The Coca-Cola Company has generally used the forces of globalization to gain additional benefits. In this order of ideas, they have soon transcended boundaries to sell their products to wider consumer markets. In Europe for instance, shipments began in 1906 and the products are now present all the way from England to Russia. In Germany, the company even created a Fanta subsidiary in order to increase operational efficiency.
"Similar globalization strategies were also used by other American multinationals, but only the Coca-Cola Company can be accredited with such a massive success. Part of this success is due to the product characteristics, which make it appealing and affordable to most of the planet's inhabitants. This feature furthermore allowed it to successfully penetrate third world countries - and not only for consumption, but also for production. The company opened several plants in third world countries, and was both blamed as well as praised. On the one hand stand the arguments according to which the company supports the development of the respective regions by creating new jobs, improving economic and social conditions and promoting the values from the better developed West. On the hand, there are arguments according to which the company registered impressive financial savings from using third world workers."

Sample of Sources Used:

  • Adams, B., 2007, McDonald's Strange Menu Around the World, Trifter, last accessed on March 3, 2010
  • Hall, S., Stuart Hall and Cultural Studies: Decoding Cultural Oppression, last accessed on March 3, 2010
  • Iype, G., 2003, Coke Accused on Supplying Toxic Fertilizer to Farmers, Counter Currents, last accessed on March 3, 2010
  • Mesbahi, W., 2004, Why Boycott Coca Cola, Counter Currents, last accessed on March 3, 2010
  • Wilson, J.S., Blumenthal, I. 2008, Managing brand you: seven steps to creating your most successful self, AMACOM Div American Mgmt

Cite this Analytical Essay:

APA Format

The Coca-Cola Company in its Environments (2012, November 30) Retrieved March 29, 2023, from

MLA Format

"The Coca-Cola Company in its Environments" 30 November 2012. Web. 29 March. 2023. <>