MN 2305

100769268

Word count : 1819

Coca cola company(TCCC) mission statement

Executive summary

Swot analysis of TCCC

Objectives

STP strategies

4ps strategies

Financial budgeting

Coca Cola’s mission statement:
-To refresh the world
-To inspire moments of optimism and happiness
-To create value and make a difference

Executive summary .

The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Since then the company has become the world’s leading manufacturer in the soft drink industry, offering more than 500 brands in over 200 countries. TCCC provides 1.7 billion servings every day ,78% of these being Coke branded products.
Over the past decade carbonated drinks have been increasingly criticised for their high sugar content or the health risks of artificial sweeteners and their impact on obesity. As a result we observe that the market for carbonates is shrinking significantly.
Health awareness linked to alimentation is expected to grow exponentially over the next decade and it is safe to assume that the target market in 2 years will be much larger than today. People will tend to act more responsibly and be more careful about the chemicals they put in their bodies.
In an effort to capture health-conscious customers, Coca Cola recently launched a new mid calorie alternative containing naturally occurring sugar, The Coca-cola life. This new soda takes advantage of the stevia, a natural sweetener which is calorie free and can be substituted to sugar.
In this essay i will try to establish a marketing plan which will allow the company to become the leader in the “healthy” segment of the sot drink industry.

Strengths -world leader in sales of soft drinks.-wide range of products and brands.-very visible and recognisable brand. The coke brand is known by 94%of the