Essays on Coca-Cola Amatil Marketing Mix Case Study

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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.

REFERENCES

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Invest smart.com, Coca Cola Amatil Limited (CCL), Retrieved on 21 June 2013, From:

http://au.investsmart.com.au/shares/asx/COCA-COLA-AMATIL-LIMITED-CCL.asp

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