Consultancy Report about ( coca cola ) Essay Example | Topics and Well Written Essays - 3000 words

Consultancy Report about ( coca cola ) - Essay ExampleIn this report, the marketplaceing elements (i.e., marketing mix) of this Company as of the year 2009 and earlier shall be explored and specific strengths and weaknesses noted in order to arrive at a recommendation for possible changes in the marketing thrust of the firm. For the purpose of this study and to fail incorporate the customer focus of contemporary market research, the expanded version of the marketing mix the seven Ps framework go out be employed to establish the merits of the marketing strategy of Coca pinhead. The seven Ps be namely Product, Place, Price, Promotion, with the inclusion of People, Process and Physical (tangible) evidence. Part 1- The big and competitive environments The marketing strategy and transaction of the company is best seen in the light of the macroeconomic setting prevailing at the present time. Figures presented are until 2009 performance inasmuch as 2010 full year data have not yet been released. Source The 2010 UK Soft Drinks Report, The British Soft Drinks tie beam The data gathered for the finespun drink industry in the UK presented in the table above shows the lenient drinks consumption figures for the years 2003 to 2009. The data shows that there has been in general only a slight increase in the total volume of consumption, as well as the volume consumed per person. The value of product consumed, however, rose consistently, indicating that a rise in expenditures (value per litre) of soft drinks products from one year to the next has had little effect on the consumption patterns of individuals as well as the collective market. This is favourable for the industry, showing the price elasticity to be relatively inelastic and ensuring that a steady demand may be expected well into the future. The next graph below, from the same U.K. soft drinks report, shows the graph of the annual percentage change in the consumption of different types of soft drinks. Cov ered under the category of soft drinks are bottle water, change (so called sizzling) drinks, dilutables, fruit juice and juice drinks (not shown are tea, coffee, and a few other soft beverage products). The downward convergence of the different soft drinks products are indicative of a general slowdown in the growth of the market in the U.K., pointing to the possibility that the industry is arriving at the maturity stage when the growth will continue, but at a lower rate. With market maturity will come shakeout of the industry, where weaker competitors are likely to retire. Source The 2010 UK Soft Drinks Report, The British Soft Drinks Association The following two pages contain the tables for the PESTLE and SWOT analysis of the company. The strategic positioning of the company indicates a strong market presence, but with concerns that may collision on its market performance efficiency. PESTLE ANALYSIS The next two tables were the results of studies by the 2010 UK Soft Drinks Repor t by the BSDA. Carbonated drinks (so-called sparkling soft drinks) commands the largest market share at 42%. The type of soft drink with the second largest share comprises only slightly more than half of carbonated drinks. This makes Coca Colas leading brand particularly well positioned to dominate the soft drinks market. There is also significant demand for drink variants that have low small calorie content or those that have no sugar, which dominates