MKT 315 RS Marketing Plan Analysis and Presentation Part 2 Research PDF

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Marketing Plan Analysis and Presentation: Part 2 – Research Template Directions: Using the company and research sources from the Topic 2 assignment as a starting point, conduct additional research to acquire information related to consumer behavior, product or service, and price associated with the company you selected. In the “Research Summary” section, discuss how the company could use these types of research findings to develop a marketing plan in order to meet the company marketing objectives and business needs. Information to be Researched Describe the customer segments and target markets. Describe characteristics of the target markets that will affect product/service and pricing decisions. Describe how the company differentiates its product and positions its brand. Describe a consumer buying behavior model for this company and brand.

Research Findings

Resource Citation Information

Coca-Cola does not target a specific age, gender, or lifestyle. With a wide variety of products they are able to target all. While they don’t target a specific customer their focus does lend itself to a younger fun loving lifestyle with a more hectic pace.

https://www.marketing91.com/marketing-strategy-ofcoca-cola/

While Coke does have global marketing approach, they do not hesitate to adopt to a local market. Coke a global marketing campaign of “think global, act local”. Coca-Cola has a very strong customer loyalty. Knowing of this loyalty the typical buyer is one who makes a purchase with little to no effort or consciousness to their decision.

The Coca-Cola company (2020) Retrieved from https://www.coca-colacompany.com/brands

Describe the product mix. The product mix covers soft drinks, waters and hydration, juices, dairy, coffees, and teas. Describe the product The Coca-Cola has over 500 brands that

https://www.grin.com/document/232661

UKEssays. (November 2018). Evaluating Coca Colas understanding of its Consumers Behavior. Retrieved from https://www.ukessays.com/essays/business/evaluatingcoca-colas-understanding-of-its-consumers-behaviourbusiness-essay.php?vref=1 The Coca-Cola company (2020) Retrieved from https://www.coca-colacompany.com/brands The Coca-Cola company (2020) Retrieved from

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lines. Describe the service processes.

Discuss physical evidence of service, service scape, and ambiance. Discuss the roles of company employees in service delivery. Define the company’s pricing objectives and discuss whether the objectives are profit- or sales-oriented. Provide an example of current company pricing strategies. Describe pricing tactics (discounts, etc.) that are used to drive short-term demand

covers over 800 varieties. The Coca-Cola company consists of three operations; concentrate production, bottling (performed by the 225 partners), and distribution. The distribution wing of the company sells and distributes the product. Distributers sell to grocery stores, street vendors, convenience stores, movie theaters, and amusement parks and many others. The distribution group handles the roll of selling and delivering the product for CocaCola.

https://www.coca-colacompany.com/brands The Coca-Cola company (2020) Retrieved from https://www.coca-colacompany.com/brands

Coca-Cola uses a market pricing strategy. Prices are set based around the similar value of the rivalry product such as Pepsi. The company objective is to dominate market with a strong focus on beating Pepsi. Coca-Cola constantly monitors its competitors pricing and maintains their pricing accordingly. The objective is to dominate the market yet maximize profits for the investors. There is often competition pricing of the Coca-Cola products and prices are set around the same level as its competitors. In addition there are also psychological pricing strategies that are used to make consumers perceive that the products are cheaper than they really are.

Jindal, S. (2017) Coca-Cola Pricing Strategy. LinkedIn. Retrieved from https://www.linkedin.com/pulse/coca-cola-pricingstrategy-shashank-jindal/

The Coca-Cola company (2020) Retrieved from https://www.coca-colacompany.com/brands

McCoullough, E. (2014) Coca-Cola Marketing Presentation. Retrieved from https://prezi.com/ocvea_iy08e5/coca-cola-marketing-

Jindal, S. (2017) Coca-Cola Pricing Strategy. LinkedIn. Retrieved from https://www.linkedin.com/pulse/coca-cola-pricingstrategy-shashank-jindal/ Jindal, S. (2017) Coca-Cola Pricing Strategy. LinkedIn. Retrieved from https://www.linkedin.com/pulse/coca-cola-pricingstrategy-shashank-jindal/

Research Summary: In 250 words, discuss how the company could use these types of research findings to develop a marketing plan in order to meet the company's marketing objectives and business needs. 2

The Coca-Cola Company is the market leader in the non-alcoholic beverage industry. Serving the world with quality products that run the spectrum in styles and taste. With a global brand that contributes to the well-being and improvement of all. The Coca-Cola Company is one of the leading manufacturers, distributors, and marketers of nonalcoholic beverage concentrates and syrups. The process starts with concentrates and syrups which are sold to its more than 225 bottling partners. The bottlers usually add carbonated water and sweeteners with the concentrates and then bottle the product. The product is then distributed to its vast network distributors and wholesalers. Coca-Cola markets more than 500 brands across 800 varieties in which they deliver to over 200 different countries (Coca-Cola Company, 2020). Coca-Cola sells a variety of soft drinks, juices, sports drinks, teas, and water. They operate in eight segments, but most of their revenues come from three of those segments. Their three major segments are North America, South Asia and the Pacific Rim, and Bottling Investments. Their five other segments include Europe; North Asia, Eurasia and Middle East; Latin America; Africa; and Corporate. Coca-Cola also has the leading brand worldwide (Coca-Cola Company, 2020). Their vision is to craft the brands that people love. Coca-Cola wants to have skillful workers that feel empowered to do the best that they can in a creative atmosphere. With the goal to be an energetic and innovative work place the works for equal access to opportunities. The company is ever expanding its product lines of beverages in order to continue to satisfy the needs and wants of the consumers. Coca-Cola works hard at build trusting relationships with their partners, suppliers and consumers. With a philosophy that prides itself on being the difference in their community, they are known for their many contributions towards improving the environment. Guided by their values, the Coca-Cola makes all it decisions with the global world in mind. Coca-Cola has remained successful by maintaining strong values, visions, and mission.

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