Assignment Term Paper Executive summary Giant soft drink company Coca Cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program. When establishing a re-birthed marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. This consists of examining market research, auditing business and current situation situation analysis and carefully scrutinising the soft drink industry and possibilities for Coca Cola in the market. Once Coca Cola have carefully analysed the internal and external business environment and critically examined the industry in general the most suitable marketing strategies will be selected and these strategies will be administered by effectively and continually monitoring external threats and opportunities and revising internal efficiency procedures.
Focus is different from other business strategies as it is segment based and has narrow competitive scope.
This is also known as a niche strategy. In focus strategy, the competitive advantage can be achieved by optimizing strategy for the target segments.
Focus strategy has two variants. Cost Focus; and 2. Differentiation Focus Cost focus is where a firm seeks a cost advantage in the target segment; and Differentiation focus where a firm seeks differentiation in the target segment Cherumilan, We shall discuss these variants later.
When we talk about focus strategy as a niche strategy, it means that a market niche is chosen where customers have distinct preferences or requirements.
The success of the focus strategy depends on the difference of the target segment from other segments. To explain this concept, let us take example of soft drink market.
Coca Cola and Pepsi are the major players in the Indian market and are rivals but each has developed a competitive advantage by serving different segments offering flavoured drinks as well. The focuser can also have an above average level of performance by having an appropriate cost-focus and differentiation focus strategies.
Focus strategy can be effective in certain situations only. According to Raofollowing can be the situations where a focus strategy is efficient: Market segment large enough to be profitable; 2. Market segment has good growth potential; 3. Market segment is not significant to the success of major competitors; 4.
Strategic Management Analysis of Coca-Cola Company Cristina Martinez St. Thomas University Management Writing and Reporting February 19, Thesis Statement: The Coca-Cola Company is a marketing model for all mega multinationals around the world, finding creative solution to the external factors that affect it. Biography Ed Adler is a Partner at Finsbury, where he represents clients in traditional and digital media, marketing, financial and professional services, entertainment, and tech. Ed has expertise in all aspects of corporate communications including reputation management, brand building, and crisis, internal, and financial communications. Coca-Cola is the product that has given the world its best-known taste was born in Atlanta Georgia, on May 8, Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly beverage brands Coca-Cola 5/5(43).
Focuser has efficient resources; 5. High costs are difficult to the competitors to meet the specialised needs of the niche; 7. Focuser is able to choose from different segments. There can be more situations depending on the need of the focuser.Biography Ed Adler is a Partner at Finsbury, where he represents clients in traditional and digital media, marketing, financial and professional services, entertainment, and tech.
Ed has expertise in all aspects of corporate communications including reputation management, brand building, CEO advisory, crisis, internal, and financial communications. Zacks is the leading investment research firm focusing on stock research, analysis and recommendations.
Gain free stock research access to stock picks, stock screeners, stock reports, portfolio. • To know about the international strategic management process • To know about the Coca-Cola Company’s strategies in management process.
Definition of Strategic Management Strategic management is the process of specifying an organization's objectives, developing policies and plans to achieve.
This Coca Cola SWOT analysis reveals how the company controlling one of the most iconic brands of all time used its competitive advantages to become the world’s second largest beverage manufacturer.
Strategic Management Analysis of Coca-Cola Company Cristina Martinez St. Thomas University Management Writing and Reporting February 19, Thesis Statement: The Coca-Cola Company is a marketing model for all mega multinationals around the world, finding creative solution to the external factors that affect it.
Outsourcing has become strategic—yet many executives remain unprepared.
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