Executive summary The principal activities of the Coca-Cola Company are the manufacture, distribution and marketing of nonalcoholic beverage concentrates and syrups. The Group owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages. Coca-cola also distributes a variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coca-Cola manufactures, or authorizes bottling partners to manufacture, fountain syrups, which it sells to fountain retailers, such as restaurants and convenience stores. Fountain retailers use the fountain syrups to produce finished beverages for immediate consumption. Coca-Cola focuses on needs of their consumers, customers and franchise partners. By getting out into the market and observing customer behavior, the Coca-Cola team endeavors to possess a world view and become “the” brand while inspiring optimism and fun. In an effort to become more environmental friendly, Cola-Cola has taken great strides in new marketing endeavors.

Environmental Analysis: When establishing a new marketing plan, every aspect of the plan must be critically examined and thoroughly researched. This consists of examining market research, auditing the business and researching current environmental analysis. By carefully scrutinizing the soft drink industry, Coca Cola increases its possibilities for success in the market. Once Coca Cola has carefully analyzed 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. A key factor in Coca Cola's success is its power