Scribd
Upload
61 views5 pages

Coca Cola Business Plan Overview

The Coca Cola business plan outlines short-term, medium-term, and long-term objectives focused on consumer satisfaction, market expansion, and maximizing cash flows. It details a comprehensive marketing strategy that includes market analysis, unique positioning, and promotional activities aimed at increasing sales and brand loyalty. The company's future goal is to become a total beverage company with a focus on healthier options and reduced sugar content while maintaining consumer satisfaction.

Uploaded by

ScribdTranslations
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
61 views5 pages

Coca Cola Business Plan Overview

The Coca Cola business plan outlines short-term, medium-term, and long-term objectives focused on consumer satisfaction, market expansion, and maximizing cash flows. It details a comprehensive marketing strategy that includes market analysis, unique positioning, and promotional activities aimed at increasing sales and brand loyalty. The company's future goal is to become a total beverage company with a focus on healthier options and reduced sugar content while maintaining consumer satisfaction.

Uploaded by

ScribdTranslations
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

BOLIVARIAN REPUBLIC OF

VENEZUELAMINISTRY OF POPULAR POWER FOR EDUCATION,


SCIENCE AND TECHNOLOGY
SANTIAGO MARIÑOS
POLYTECHNIC UNIVERSITY INSTITUTE CABIMAS – ZULIA

COMPANY BUSINESS PLAN


COCA COLA

Yanelsy Bello
CI: V- 26.550.877
Eng. Industrial

February, 2019
BUSINESS PLAN

SHORT-TERM OBJECTIVES:
4- Supply and satisfy the needs of consumers
4- Improve economic benefit
+ Nectar
4- Drinks added with caffeine
4- Maximize cash flows.

MEDIUM-TERM OBJECTIVES:
4- Increase sales volume
4- Expand global market share
4- Vitamin-fortified drinks

LONG-TERM GOAL:
4- Maximize cash flows
4- Fruit drinks
4- Flavored drinks.

Business Strategy
Coca Cola structures it in 5 parts:
1. Clear definition of the strategic direction that will determine commercial efforts.
2. Comprehensive market analysis, including the economic environment, supply chain,
and current and potential competitors.
3. It allows you to evaluate opportunities through market segmentation and an analysis of
the most relevant segments.
4. Development of unique positioning through clear and differentiated value propositions.
5. It allows to compile the commercial strategy, guiding the development of marketing and
sales actions connected to the needs of customers and the capabilities of the organization.

Marketing Plan Template


-Target group: Audiences of all ages.
-Characteristics Involved in international events -Positioning: If we talk about the national
market in terms of brands, Coca Cola leads the market with a share of 26%, followed by
Ink a Cola 25%, Kola Real 8%, Pepsi 7% and other brands 34%.
Product: Extended consumption not only for what you are initially thinking of refreshing, but
to consume at any time or situation
Price: The buyer feels satisfied by the prestige of the brand.
Plaza: The objective is to bring the product to the consumer.
Promotion: To increase sales. For this purpose, different external communication policies
are applied.
Advertising: informs about the characteristics of the product and, most importantly,
persuades the potential buyer. There are different elements that Coca Cola uses to attract
attention. For example, most of their campaigns include the color red, which not only
reminds people of the product but also captures people's attention.
Arousing interest: Coca Cola focuses a lot of efforts on capturing the interest of young
people by offering them or taking an interest in their tastes and hobbies such as music,
organizing concerts.
Finding a wish: Coca Cola plays a lot with this aspect. For example, he compares his
product to a kiss, equating it with wishes for Christmas happiness and peace.
Getting the performance: If the rest of the steps work, and Coca Cola makes sure of this
with powerful campaigns, the sales goal is achieved.
It is a much more individual sale that aims to inform, persuade and convince, and that
involves a closer relationship between seller and client. Due to its good positioning, Coca
Cola does not usually and does not need to practice this type of sale.
Marketing Mix6. Sales promotion: Refers to the marketing policy that includes a series of
commercial activities that aim to increase sales in the short term. A few examples are
giving a gift with the purchase of the Coca Cola product. We can also define and expand
the promotion that Coca Cola makes in terms of its consumers, distributors and/or retailers.
Throughout its history, Coca Cola has made countless advertisements through all media
outlets. Currently, most of it is done on television. Posters on the streets, newspapers and
radio advertisements are also part of advertising. It has adopted as a strategy to appeal to
the feelings of the consumer.
Gifts: Prizes are given for purchasing a larger number of units.
With the purchase of a four-pack of Coca Cola, a free glass is included.
Coca Cola is present in sports, whether in World Cups or Olympics, something always
comes out that represents both the brand and the event.
Discounts: These are not used frequently at the moment, but they are used on other
products. For example, in supermarkets we find a 1.5 liter Coca Cola with discounts of 0.50
or 1.00 or suddenly we see a 1.5 liter Coca Cola + family pizza for 10.99. This is to provide
benefits to the customer and at the same time seeks to directly involve the consumer with
the company.
They sell the product directly to the final consumer. They are the last link in the distribution
channel. It is the one that is in contact with the market. Coca Cola offers training to micro-
entrepreneurs and retailers (administration, accounting, planting, inventory management
and taxes to achieve greater profitability).
The objective is to provide a quality product (in this case soft drinks), dedicating itself to the
manufacturing, marketing and distribution of the same to achieve customer satisfaction.
Maintain the product formula for the empowerment and permanence of the consumer
public.
Promote the economic growth of countries by generating new jobs.
Provide a novel image (as a brand image) and familiar image of the product in different
commercial establishments, whether micro, medium or large companies.
Emphasize values and feelings that reach the minds of consumers.
Commit to environmental conservation by changing packaging technology to low-carbon
bottles.
Provide a good working environment
Invest in machinery
Offer benefits to shareholders.
Coca Cola always tries to introduce the family to a healthy and happy life with each of its
advertisements, because they are very emotional and manage to catch our attention. With
Christmas promotions, it manages to stay in the minds of consumers as a global brand.
That is why, without promotion and advertising, Coca Cola would never have become what
it is today.
Coca Cola's presence in the market is due to the well-developed plan of its various
strategies. Also, because they were able to identify the needs of each of the geographical
areas in which they are currently present, and position themselves in the soft drinks
market.
Years ago it was still possible to calculate prices based on cost and profit margin. Today it
is necessary to implement competent price management. In order to structure these prices
and market position, we must consider influencing factors such as tax, legal, political and
social factors. On the other hand, competing companies must be constantly observed.
There are several reasons why Coca Cola has become the most commercially successful
and long-lasting product: it is distinguished by its characteristic flavor, wide distribution and
an advertising campaign that no other product has had throughout its history.
Any circumstance in human life has been used to sell this drink, which many forget is of
American origin but has been adapted to the customs of dozens of countries.

THE MAIN OBJECTIVE OF THE COCACOLA COMPANY'S ROAD TO THE


FUTURE:
It is about becoming a total beverage company, responding to the tastes and needs of
consumers with more beverage options, less sugar, more information and smaller
packages.
Prioritising, putting the consumer first means adapting the composition of our drinks to
reduce sugar content, and investing in the next generation of zero-calorie sugar
alternatives. The goal is to provide consumers with the beverages they want – low in sugar
or no added sugar – without having to give up the great taste of Coca-Cola that they know
and love.”
CURRENTLY:
About 40% of the company's carbonated beverages are available in containers of 250 ml or
less.

MAIN OBJECTIVES:
• Supplying all your favorite drinks and meeting the needs and desires of consumers
• Delivering benefits to shareholders and increasing market share.

TARGET MARKET: The company's beverages are generally for all consumers. However,
there are some brands, which target specific consumers. Diet Coca-Cola soft drinks are
targeted at consumers who are of legal age, between the ages of 25 and 39.

You might also like