Essays on Market Strategies for Coca Cola Australia Case Study

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The paper "Market Strategies for Coca Cola Australia  " is a great example of a marketing case study.   The recommended strategies are those set of strategies that Coca Cola Australia needs to implement and follow in the next few years for attaining the set goals of the organisation in respect of market share and profitability. They require hitting a correct blend between the different factors of the marketing mix to make their strategies more effective. The achievement of the goals and objectives of the organisation is not possible without such objectives which are further discussed. 6.1.

Market Strategies The success of the company in the future depends highly upon the marketing strategies which looks to follow as it would directly affect the sales and thus the profitability (Cannon, 2008). The company has over the years set itself to become the leading beverage and soft drinks manufacturing unit globally with the use of efficient market strategies enabling the company to continue business in more than 200 countries. In order to continue the substantial market share and increase the same in the future the company needs to analyse both the external and internal factors with the use of SWOT Analysis, PESTEL Analysis, etc to get a complete picture to the existing situation and also the upcoming ones. The company should look to cater to the unserved markets and fight the threat that the other global and local brands create.

The best options for some solid market strategies are to focus on the needs of the consumers, customers and the franchise partners. The company requires collecting the market feedback and continuing the good ones and resolving the negative comments.

It should look for execution in the marketplace every day and poses a world view. The company requires carrying out marketing campaigns and investments which looks to bring back the magic of Coca Cola in Australia, which it has lost over the last few years. Coca Cola Amt Australia has set itself a policy of target markets and target customers with a concentration on sales as per the customer and market requirements. Such segmentation of the market is recommended for the company for establishing a successful business in the future (Weinstein, 2004). The company requires a geographical reassessment of the country to get the exact sales figures in those regions over the yesteryears and then implement the strategies for attainment of substantial growth from those regions.

Warmer regions should be accessed the most as compared to the cooler ones. It should look to fulfil the market commitment it had made over the years and get maximum satisfied customers. Getting into joint ventures and supporting the environment should also be part of such planning. 6.2. Product Strategies Product is the ultimate image of a company in the market as it presents the company as a brand to reckon with.

Product strategies require the correct positioning of the brand as the most suitable brand to serve the different needs of the market (Johnson, Whittington and Scholes, 2009). Coca Cola is the most recognised brand globally and is confirmed by about 94% of the world population. The Coca Cola Company manufactures products which can be considered as both business and consumer products. The ultimate aim of the product is to satisfy the needs of the consumer.

The company has, over the years, come up with a huge number of products and variants and has a very strong product mix. The people across Australia and the rest of the world and turning more and more health-conscious and thus the products should look to provide more of nutrition value and less of fats and other harmful elements. The variety is flooded with light and diet beverages, juices, energy and sports drinks, etc. adds to the range. They should look to come up with something which is more different like the introduction of Coca Cola Green with more health benefits.


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Cannon, Joseph P. 2008. Basic Marketing: A Global Managerial Approach. New York: McGraw-Hill Irwin.

Coca-Cola Amatil (Aust) Pty Ltd. Australian Packaging Covenant Action Plan 2011 – 2016. Retrieved on 08-04-2015

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Johnson, G., Whittington, R. and Scholes, K. 2009. Exploring Corporate Strategy with MyStrategyLab, Financial Times/ Prentice Hall

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