The paper "Coca-Cola Amatil Marketing Mix" is an outstanding example of a marketing case study. Coca-Cola Amatil operates in the beverage industry. The industry has the ANZSIC code of 1211 and is mainly dominated by two soft drink makers’ i.e Coca Cola and Pepsi. Coca-Cola Amatil is among the top five coca-cola bottlers worldwide and is one of the largest manufacturer and bottler of ready to drink beverages in the Asia Pacific region. The company employs around 15000 people and has a customer base that exceeds 265 million people.
The company manufactures, distributes and sells a diversified portfolio which h includes water, energy and sports drinks, carbonated soft drinks, flavored milk, and fruit juice, packaged ready-to-eat fruit and vegetable products as well as fruit juice. In addition to beverages, Coca-Cola Amatil also distributes premium spirits including Makers Mark and Canadian Club. The company operates in five countries including New Zealand, Australia, Papua Guinea, Fiji and Indonesia. The company’ s major shareholder is the Coca-Cola Company which has a thirty percent shareholding with two of its directors sitting on Coca-Cola Amatil’ s board. Coca Cola Amatil has its headquarters in Sydney and is listed on the Australian Stock Exchange and has a capitalization that exceeds 8 billion dollars in addition to being one of the top 50 listed companies in the stock exchange. COCA-COLA AMATIL’ S PRODUCT PORTFOLIO The company’ s product portfolio includes global leading brands of Coca-Cola, coke zero, diet coke, sprite, Fanta, pump PowerAde and glace’ au among other coca-cola company’ s beverages.
The above brands are bottled and distributed by the company in the five countries listed above with a license from the Coca-cola Company. Coca-Cola Amatil also manufactures and distributes other brands including Kirks, Mountain Franklin and Deep Spring.
Its premium spirits portfolio includes Canadian Club, Jim Beam Famous Grouse and Makers Mark. COCA-COLA AMATIL’ S OPERATING ENVIRONMENT Internal environment Distinctive capabilities The company enjoys distinctive capabilities such as architecture; innovation and reputation which enable it to carry out its processes in a manner superior to its competitors. Through this, for instance, the company has successfully introduced new products that are of higher quality compared to those of its competitors.
Invest smart.com, Coca Cola Amatil Limited (CCL), Retrieved on 21 June 2013, From: