The paper “ Coca-Cola Marketing System, Company's Growth and Environment” is a potent example of a case study on marketing. The success of a business is highly dependent on its ability to come up with an effective marketing system. Each business must ensure all the aspects of production and marketing are incorporated into the system in order to enhance the delivery of quality services to customers. A marketing system is a combination of management strategies and sales strategies aimed at meeting the overall company strategy and ensuring maximum profitability of the business (Stirtz 2006, p.
13). The marketing system details how a product or service is delivered by indicating the various functions in the company including the production process, marketing, resource allocation, and coordination, company culture and management practices among other factors (Mentzer 2006, p. 218). It indicates how the process flows fit into each other until the good or service is delivered to the customer (Mentzer 2006, p. 218). The marketing systems encompass various strategies including market segmentation, product life cycle, and the marketing matrix. The marketing mix is comprised of the 4Ps of marketing namely price, product, promotion, and place.
It is imperative for every business to ensure that its goods are of the right quality (product); sold at reasonable prices (price); provided at convenient locations (place); and advertised in order to increase awareness of the product (promotion) (Sidhpuria 2006, p. 37). The marketing system also makes use of strategic models to analyze the market. Such models/tools include the SWOT analysis, Porter’ s Five Forces analysis, PEST analysis, TWOS analysis and the grand strategy model among other models and tools (Herzog 2010, p.
22). A well-formulated marketing system is a recipe to success hence its importance. The case study of Coca-Cola aims at illustrating how marketing systems operate and the major elements that they are likely to possess. The Coca-Cola CompanyThe Coca-Cola Company is an international company whose main business involves the production of non-alcoholic beverages and syrups. The company’ s main flagship is its Coca-Cola brand which was invented in 1886 by a pharmacist by the name John Pemberton (Pendergrast 2000, p. 7-8). The headquarters of the expansive company which is also in the S& P 500 Index is located in Atlanta, Georgia (Coca-Cola website).
Further, its stock is listed on the NYSE. Coca-Cola was founded in 1892 by John Stith Pemberton in partnership with Ed Holland. Its initial name was J. S. Pemberton Medicine Company and sole products included Pemberton’ s French Wine Cola which later came to be known as Coca-Cola, Pemberton’ s Globe Flower Cough Syrup and Pemberton’ s Indian Hair Dye. Asa Candler bought the brand and formula in 1892. Since then, the company is a popular beverage manufacturer and currently operates in more than 200 countries, offering over 500 brands. The company’ s mission is to refresh the world, inspire happiness and optimism and to create value while making a difference (Coca-Cola website).
Coca-Cola is now a household name and has succeeded in being the most aggressive beverage firm in the market. A variety of brands are offered by the company including famous ones like Coca-Cola, Sprite, Fanta, Diet Coke, Minute Maid, Sprite, Mello Yello, Fresca and Nestea iced tea among others (Coca-Cola website).