Marketing Plan for Coca-Cola Co Term Paper Example | Topics and Well Written Essays - 1500 words

Marketing Plan for Coca-Cola Co - Term study ExampleTo create aw arness about a healthy lifestyle should be the focus of its scheme and the sales would automatically follow. Regular monitoring is essential to know where the strategy is moving. 1. Company History Started in 1886, change state was marketed as a tonic containing extracts of cocaine and caffeine-rich kola nut until 1905 (Bellis 2011). As the popularity of soda inception declined, the company released the New Coke formula in 1985. Today more than one billion drinks of Coke are consumer every day. In 125 years of its existence the company has developed more than clx low and no calories drinks in its range of products (The Coca-Cola Company 2010). It currently has more than 500 brands and is available in more than 200 countries across the world. Coke now plans to launch an energy drink in the UK market and since the market is already saturated, it has to evaluate the market characteristics, which would help the compan y to formulate the marketing strategy. 2. Environmental psychoanalysis 2.1 Economic Analysis The UK is one of the most globalized countries and its economy is the sixth-largest economy in the world. The UK has a GDP of 1.353 Euro or 23.300 Euro per inhabitant, which is the European average (Senior Watch n.d.). The UK has the opportunity to invest at the national as well as the individual level. The UK economy is just rec overing and hence even short-term tax imposed on soft and energy drinks could jeopardise the fragile economy recovery (BSDA 2011). The food and drink sector represents over 15% of manufacturing turnover and employment (IfM 2010). Its output was not affected even during the recession. The weekly earnings of plurality employed in this sector are above average and the job tenure is over nine years the sector has only 6% temporary workers. 2.2 Social Analysis The wealth of an individual immemorial person in UK is high (Senior Watch n.d.). The education level of the people is also high in UK. Obesity levels are very high in UK. Almost two in every freehanded in the UK are overweight. The quality of food and drink, as well as the sedentary lifestyle has been set as the reasons for overweight in UK (EMIS 2008). UK soft drinks consumption has gone up by 4% since 2009 as per chart shown in Appendix A. People are keen to include daily exercises and workout because of this the health and energy drinks market has high growth potential. 2.3 Political analysis The UK does not study a chair and historically most British governments are composed of ministers from a single political party although at times there is a small opposition party (Darlington 2011). Generally the UK enjoys high political stableness and hence the regulations for sectors such as food and drinks sector would not change drastically. The three parts of the UK have their own local administration and responsibilities. 2.4 Legal and regulatory analysis Since soft drinks contain high c affeine levels and since their popularity is growing, the BSDA (British Soft Drinks Association) has released a code of practice stating how the drinks should be labeled and marketed so that consumers have all the information. The labels are also expected to carry the statement, Not suitable for children, pregnant women and persons sensitive to caffeine