The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Since 1886, sold in the United States, are now sold in more than 200 countries and include the leading soft drink products in most of these countries. The aim of this report is to determine whether the organization practices the marketing concept well. Firstly, analysis the Marketing concept and segment the whole market, then analyze every segment. Secondly, from measurability, accessibility, substantiality and action ability to determine the company whether performs an effectively segmentation. Thirdly, identify which market-coverage strategy for the company using now. Fourthly, analysis the positioning strategy of the company's product, compare with the competitors and list the competitive advantages. Finally, describe the marketing mix of the company's product. The result of this report: coca-cola company done a quite well job in the marketing in the past time. And I suggest increase customer retention, increase customer quality and increase the market share is the key priorities.
Executive Summary.............................................................1
1. Introduction....................................................................3
2. Market...........................................................................3
2.1 Marketing concept......................................................3
2.2 Identify the segments that exist in the market...................3
2.3 Market segmentation..................................................4
3. Identify the effectively segmentation....................................5
4. Market-coverage strategy..................................................7
5. Positioning strategy..........................................................8
6. Marketing Mix.................................................................8
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