The paper “ Coca Cola’ s Strategic Planning, Product Pricing and Marketing Research" is a persuading example of a case study on marketing. Coca – Cola is one of the largest beverage producers and has maintained this despite the rise in its number of competitors. It has obtained a large market share worldwide with many African countries solely associating it with carbonated drinks. It has shown steady stability and profitability since its development. It has accomplished this through adept strategic planning, thorough marketing research and proper product pricing (Khan, 2009). The prudent running of Coca-Cola has seen it elbowing out a number of competitors and its securing of a large market share in numerous economies.
It has also managed to identify with the consumers through its association with special occasions, for instance, the football World Cup. Although, Coca Cola is faring well it should be able to devise proper competition strategies as the beverage industry is growing exponentially. The number of brands in the market is also being much diversified. Coca Cola is among one of the biggest non-alcoholic beverage producers. It was started in 1892 and is located in Atlanta, Georgia.
Its worldwide employee base is around 50,000 employees. The Company’ s key business (approximately 86 of revenues) is in the production of syrups and soft drink concentrates (Sprite, Coca Cola and Diet Coke). The company also takes part in the sale of juice products such as coffees, Minute Maid, Water, teas and sports drinks such as Powerade (Khan, 2009). They have a brand base of around 400 which are sold in more than 200 countries. The company’ s bottling network is also extensive. The network is constituted of 25 independently owned bottlers, 58 bottlers of which Coca Cola does not have a controlling interest, 10 fountains and completed beverage operations and 7 of which Coca Cola has controlling ownership interest.
The company sells syrups and concentrates to the bottlers and distributors. The company also helps the partners in their product and marketing distribution (Khan, 2009). The well being and profitability of a company is largely dependent on the production and market of its product. In light of this, companies employ strategies such as strategic planning, marketing research and ultimately product pricing.
The aforementioned strategies require there to be constantly updated in accordance with the changing market and industry conditions. A company is therefore necessitated to perform audit analysis and thus determine the area which is in need of improvement. The analysis also determines the type of strategy that should be made use of to augment business operations, information made use of by people and lastly the gaps that exist in the functions and business goals. Strategic planningThis is a disciplined creative process that is used in the determination of a means to transform a business from its current standing to a place in which a people would want it to be in the future (Mintzberg, 2005).
The process entails an entire spectrum of things that an organization goes through that range from the core issues of the determination of who an organization is, what an organization does and what the corporate values are. The aforementioned issues are inter-related and connect the focus to the future with the activities that need to be done so as to propel an organization forward (Strong, 2005).