wk 5UMGC MRKT Marketing Plan Part 41

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Marketing

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Feb 20, 2024

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MRKT 311 Principles of Digital Marketing SWOT Chart & Porter’s Five Forces Model Business Marketing Plan Part 4 SWOT Chart & Porter’s Five Forces Model COMPANY NAME Coca Cola Company (parent company of Minute Maid Orange Juice) SWOT CHART STRENGTHS  Brand Recognition: World known brand with large presence on multiple continents.  Marketing and Advertising success: history or recognizes and successful marketing strategies (EX: coke polar bear at Christmas or the coke bottles with your name on it)  Product Portfolio (variety or products and beverages)  New Product Development (introduction of new successful products for changing customer wants) Health WEAKNESSES  Health concerns over soda consumption  Too big so limited brand recognition and sales growth  Competitive beverage market  Waste and Environmental concerns OPPORTUNITIES  New Markets  Sustainability  Health consciousness of consumers THREATS  Consumer preferences  Price Fluctuations  Supply chain problems  Changes in regulations PORTER’S FIVE FORCES MODEL

MRKT 311 Principles of Digital Marketing SWOT Chart & Porter’s Five Forces Model Business Marketing Plan Part 4 COMPETITIVE RIVALRY There is an ever-growing number of competitors to Coca Cola. The most recognized are Pepsi, Dr Pepper, Nestle, Kraft Heinz, Monster, Keurig, Red Bull, Starbucks, and Anheuser Busch. There are also many off brands of private label brands available in every retailer competing with these big-name products. THREAT OF NEW ENTRANTS Due to the large size of the current, big-name competitors, this is not an easy market to break into. There is a huge number of competitors, most of which are large enough to be very stable in the market with great name recognition. THREAT OF SUBSTITUES Yes. There are many good alternatives to Coca Cola such as other soft drinks, iced tea, lemonade, juice, juice drinks, water, alcoholic and non-alcoholic beers, and sparkling waters. While there is some brand loyalty to Coca-Cola, there are suitable alternatives. BUYER POWER Coca Cola participates in an extremely competitive industry with a vast number of buyers. This means that individuals have very limited buying power as they represent an insignificant portion of the market. In their B2B relations, large retailers and companies do have some limited buying power if they are large enough in size, but again, this power is very limited. SUPPLIER POWER There are many suppliers that are used by Coca Cola company. There are suppliers of raw materials, additional ingredients, and packaging supplies. While there is some power that each supplier holds to influence the market itself, it is very limited due to the size of the global reach of Coca Cola. While a switch would not be easy for Coca Cola, it could be devastating to a supplier. REFERENCES

MRKT 311 Principles of Digital Marketing SWOT Chart & Porter’s Five Forces Model Business Marketing Plan Part 4 Top 20 Coca Cola Competitors and Alternatives. (2022) https://bstrategyhub.com/coca-cola- competitors-and-alternatives/ The Coca-Cola System. (2023) https://www.coca-colacompany.com/about-us/coca-cola-system Supply Chain (2023) Coca-Cola HBC. https://www.coca-colahellenic.com/en/about-us/what-we-do/supply-chain The Magic of the Coca-Cola Supply Chain & What Companies Can Learn. (2022) https://www.rfgen.com/blog/the-magic-of-the-coca-cola-supply-chain-what-companies-can- learn/

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