The true scope of your marketing audit is customizable to your business needs at that moment. In the history of the products, coca cola has created more. August 14, 2011 i have carefully used information derived from the company and the securities and exchange commission sec to assess the risk of accepting the cocacola company as an audit client. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Cocacola system is still organized on a franchise basis. Figures do not include results of coca cola femsa philippines, inc. The happiness machine campaign, for example, was a huge success with social media audiences. Mar 30, 2020 the marketing and advertising cost of cocacola in 2000 was around 6. We work closely with our partner and major shareholder, the cocacola company, to deliver these products that are loved by so many. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. The company operates a franchised distribution system dating from 1889. Marketers reach peak innovation amid a failfast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity. Annual report of the audit committee cocacola femsa. Every existing business should undergo an internal or external marketing audit at least every 3 or 4 years.
Coca cola currently has over 100,000 employees and is constantly growing as their brand is growing. Concentrate is made and sent to all the bottling companies for soda formulas. The cocacola brand is globally valued and recognized. A marketing audit refers to a systematic analysis, evaluation, and interpretation of the business marketing environment. Its not uncommon to perform a hypertargeted audit that covers just one marketing tactic over the course of one month. Environmental analysis pest analysis is valuable while analyzing external environment where a business is conducted. A strategic marketing plan for the cocacola amatil company. Annual report of the audit committee to the board of directors coca cola femsa, s. This paper was written in order to develop a marketing strategy for the coca cola amatil group ccl. Dec 16, 2012 philippineslife ala cocacola 1991 coca cola is it. Another strength of coca cola is that they have a strong marketing strategy, they sponsor many different events such as the olympics, organizations such as the national basketball association nba and national college athletic. Cocacola currently offers more than 500 brands in over 200 countries and serves over 1.
An evaluation of marketing strategies undertaken by coca cola. Of our 21 billiondollar brands, 19 are available in lower or nosugar options to help people moderate their consumption of added sugar. Social media analytics and insights on cocacola unmetric. Currently in the uk, they are popular in different cities. There is a growing concern among consumers and public health officials about the public health consequences of obesity. The marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. Cocacola amatil has a long history of successful partnerships in the production, packaging, sales, and distribution of a. Coca cola has reached its limit for free report views.
Cocacola is launching a christmas ad that it hopes will unite the world in its largest ever festive marketing push. This keeps a check on both internal and external factors, the goals and objectives, principles, areas pertaining to problems and issues, etc. As of today, cocacola company is a wellrecognized and established company for soft drinks with its headquarters in atlanta, georgiachr. Coke drinks appear almost everywhere from vending machines, convenient stores to coffee shops, restaurants in hundreds of nations worldwide and become such a prestige brand. Pepsi cola is one of the worlds most successful companies of consumer goods. Coca cola s headquarters are in atlanta, georgia, in america. This weeks focus of the group was all about summarising the work as well as bringing all the collected information to a well describeddefined end, this means we used the previous information we gathered on csfs critical success factors of cocacola in order to see the effects on its stakeholders in the past as well as potential effects of its certain. Coca cola remains the top planetary trade name, accomplishing the top ranking in businessweek s global brand scorecard one time once more in 2003. Names of companies, including all subsidiaries, operating in myanmar covered by this report. Because of this, coca cola has come up with long term objectives. Profiling how the products form brand elements, the discussion will lean towards the marketing program adopted by coca cola company. It is best known for its flagship product, cocacola, and is. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world.
Coca cola has been leading the soft drink market around the world in the recent century due to its superior popularity and quality. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Page 27 functional strategy o marketing strategy cocacola has an integrating marketing. Marketing audit 3 introduction coca cola was introduced back in 1886 in atlanta, which was invented by a pharmacist named dr. Project report on marketing strategies of coca cola submitted by acknowledgements. As of today, coca cola company is a wellrecognized and established company for soft drinks with its headquarters in atlanta, georgiachr. To translate the fullyear 2016 reported results of venezuela, we use the dicom 3 exchange rate of 673.
Moreover, the cocacola company is the leading player in the global beverages. Get free access to pdf ebook marketing audit example from pdf ebook library get free access to pdf ebook coca cola marketing audit. Unless the context requires otherwise, the cchbc group or the group refers, for the time period prior to 25 april 20, to cocacola hellenic bottling company s. The report also tries to forecast some of the future strategies that may be adopted by them and impact in their growth.
The nature of business in coca cola company portends the element of marketing that connects consumers with the product brand using strategic business units. But for a fullscale audit that provides panoramic visibility into your brand marketing. This way, when a customer orders a drink, the only brand they are offered is coca cola, which forces them to buy a drink from that brand. The 4 ps of coca cola include the product, the price, the place and the promotions. The franchiser established pricing policies and provided overall marketing and brand promotion support. Company achieves or exceeds all full year guidance. Marketing audit for coca cola enterprises uk essays. Click the button below to request a report when hardcopies become available. Baker, michael the strategic marketing plan audit 2008. The coca cola brand is globally valued and recognized.
Figures do not include results of cocacola femsa philippines, inc. Cocacola is a globally recognized successful company. The main focus was not on the entire product line of the group but for a new product, coke zero. Because of this, cocacola has come up with long term objectives. Cocacola amatil has a proud history as a local manufacturer of cocacola products in the six countries in which we operate and is one of the worlds major cocacola bottlers. This report looks at various marketing techniques used by coca cola to become one of the best known brands of the world. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan, 2 audu anyesha amos 3omaku angulu abubakar 1department of general studies, nasarawa state polytechnic lafia. General the cocacola company is the worlds largest nonalcoholic beverage company. Cocacolas headquarters are in atlanta, georgia, in america. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Cocacola maintains a number of profiles on different social networks.
Three other directors also retired during the year david meiklejohn, wal king and tony. Cocacola, started in 1883, has successfully kept its brand relevant for over 100 years. In addition to our namesake cocacola drinks, some of our leading brands around the world include. In coca cola marketing mix, promotions and place plays a major role in building the brand. Heres how cocacola keeps its marketing strategy focused. Coca cola does not report sales of the soda concentrate, nor any information on them. A cocacola spokeswoman said reception for the share a coke campaign has been fantastic.
Coca cola sells hundred of different beverages around the world, and even change the recipe to taste preferences of different regions it is selling in. Doc project report on marketing strategies of coca cola. The coca cola company planning memorandum industry and regulatory risk factors. Coca cola hbc is a leading bottler with sales of more than 2 billion unit cases annually. Page 11 cocacola asset management mergent online, 2014 dec. The cocacola company offers full transparency about diversity and inclusion, corporate governance and more. The foreign competitorspepsi cola is the largest available competitor. The two companies monopolize the cola market in the world eileen p,andersonfye,2004. Cocacola is also the most valuable brand in the world.
In this report, the terms the cocacola company, company, we, us and our mean the cocacola company and all entities included in our consolidated financial statements. Political a few decades ago, coke used to be a symbol of americanism but now it is being looked upon as a drink that is unhealthy and high in calories. A cocacola spokeswoman said reception for the share a. Buka cocacola, buka semangat baru 1993 always coca cola philippines2010 open cocacola, start a new spirit 2004 coke ko to.
Coca cola does not currently have any hardcopy reports on. Heres how coca cola keeps its marketing strategy focused. The coca cola has 400 brands in about 200 countries besides its namesake coca cola beverage. We use cookies to optimise our website to provide you with the best, most relevant experience. Jun 04, 20 cocacola sales in the grocery, convenience and impulse market increased just 0. Marketing audit 3 introduction cocacola was introduced back in 1886 in atlanta, which was invented by a pharmacist named dr. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Marketing audit for coca cola enterprises free essay. While pepsi and coke continue its cola battle, the dr. Coca cola introduction cocacola was invented in may 1886 by dr. The company is engaged in the production, distribution, and marketing of nonalcoholic. The company operates a franchised distribution system dating from. Its number one competitor, coca cola has positioned itself positively to focus on and satisfy the desires and needs of its consumers while preserving an image of value and genuineness to its consumers the coca cola company, 2014b. Responsible investment in myanmar the cocacola company.
Cocacola sales in the grocery, convenience and impulse market increased just 0. Orangina is in the top three brands of party beverages for 30% of consumers versus 70% for cocacola. Accounting policies adopted in cocacola 2012 financial statements. To consult the annual report of the audit commitee together with independent. A little set of recommendations would assist accomplish coke attain greater highs as discussed below. Coca cola is as well in the look for prospective companies which they can buy tem in, or enter into business agreements in order to expand its market t he target 60%. Audit risk analysis of the cocacola company 4897 words. Independent auditors report to cocacola hbc ag report on the audit of the consolidated financial statements our opinion in our opinion, the consolidated financial statements give a true and fair view of the consolidated financial position of cocacola hbc ags. Results under international financial reporting standards. Please fill out the form below and click place order to complete your order.
The reason for choosing coca cola for this report is that wide range of data is available on the company and competition between coca cola and pepsi is considered to be the top rivalry between two. John s pemberton which he sold in a local atlanta pharmacy storechr. Report of coca cola marketing analysis marketing essay. Accounting policies adopted in cocacola 2012 financial. Cocacola reports strong growth in fourth quarter and full year 2019. Food and bevgcocke brand audit report coca cola drink. Cocacola does not merely use their social profiles to amplify their existing content but has a strategy tailormade for each network and geographical location. Audit risk analysis project the cocacola company kimberly williams liberty university memorandum to. Its number one competitor, cocacola has positioned itself positively to focus on and satisfy the desires and needs of its consumers while preserving an image of value and genuineness to its consumers the cocacola company, 2014b. The total advertisement expenditure per point of marketing share was 8. It is important to measure not only the depth of recall the percentage of people who know the brand but also the width of. The cocacola was founded in may of 1886 and continues for more than a century through the times of war and peace, prosperity and depression and economic boom and bust. First, the company partners with various restaurants, movie theaters, etc.
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