PHASE 1 MKT Essay

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MKT 101A CASE STUDY ANALYSIS PHASE ONE FROM A CONSUMER’S PERSPECTIVE COMPANY: COCA COLA PRODUCT: COKE (List of Contents/Reference List not included in word count)
TABLE OF CONTENTS:

BACKGROUND.........................................P4. SITUATIONAL ANALYSIS OF THE MARKETING ENVIRONMENT:
DEMOGRAPHIC.......................................P5.....................
SOCIAL.....................................................P5.....................
TECHNOLOGY.........................................P6.....................
STRATEGY...............................................P6.

SWOT ANALYSIS:
STRENGHTS............................................P6.....................
WEAKNESS..............................................P6.....................
OPPORTUNITIES.....................................P6.....................
THREATS.................................................P7. COMPETITORS.......................................P7. LEVEL OF CONSUMER BUYER CHARACTERISTICS..............P7.

INFULENCES ON PURCHASES:
PSYCHOLOGICAL..................................P7.....................
SITUATIONAL.........................................P7.....................
PERSONAL.............................................P8.

OVER VIEW OF MARKETING MIX COMPONENTS:
PRODUCT.............................................P8...............
PRICE....................................................P8...............
PLACE...................................................P8...............
PROMOTION........................................P8...............
PEOPLE................................................P8...............
PROCESS.............................................P9...............
PHYSICAL.............................................P9...............
PARTNERSHIPS...................................P9.

REFERENCE LIST..............................P10.
COCA COLA / COKE

BACKGROUND:

Throughout the years, Coca Cola has been developing new products that would meet customers’ needs and expectations. A notable approach is the company’s strategy of introducing drinks that are low in sugar since a majority of potential customers are concerned with their wellbeing and would prefer to buy drinks with no added sugar. In addition to new products, Coca Cola has at times bought some upcoming products as well as formed strategic partnerships with other manufactures of drinks in order to make sure the company remains profitable (Brennan et al, 2007).

SITUATIONAL ANALYSIS OF THE MARKETING ENVIRONMENT:

DEMOGRAPHIC
Different ages have their specific requirements. Coca Cola target the age group that consumes most of its brands and customize promotional and marketing strategies that suit their behaviour. The company is based on age and most of its audience is the youth or the youngest. This however, a wide range of targeting with ages ranging from 15 to 25 but extends to 40 years and more. The growing trend among these young adults is the need for healthier drinks with higher juice content and low sugar content (Brennan et al, 2007).

In order to appeal to its target market, Coca Cola has increased its investment in promotional activities such as family events, trade deals, bonus packs and in store displays. Other promotional activities conducted by the company include development
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