Answer the following questions:
1. Think of the value exchanged between Coca-Cola consumers and the company. What values are exchanged?
2. Visit Coca-Cola’s corporate website. Select 3 different Coca-Cola brands. For each of these 3 SBUs, who is the target market? What differences and similarities are there between each SBU’s target markets?
3. How does Coca-Cola build customer relationships and manage them?
4. Critically analyze (don’t copy/paste) Coca-Cola’s mission statement according to the criteria for a good mission statement in the text.
5. Describe and analyze the SBU’s marketing strategy and marketing mix (4 P’s) that you selected from question 2. Compare at least 2 SBU’s.
6. Perform a SWOT analysis for Coca-Cola.
7. Based on the information and the SWOT analysis, where should Coca-Cola concentrate its efforts on these SBUs? What recommendations would you give Coca-Cola if you were a consultant for the SBUs?
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1. To determine the values exchanged between Coca-Cola consumers and the company, you can consider the following:
- Consumers receive a refreshing and enjoyable beverage, satisfying their thirst and providing moments of enjoyment.
- Coca-Cola receives financial value in the form of sales and profits from consumers purchasing their products.
2. To find the target market for three different Coca-Cola brands, you can visit Coca-Cola's corporate website and look for information on their brands. Identify three brands and then search for details on their target market. Compare the similarities and differences between the target markets for each brand.
3. To understand how Coca-Cola builds and manages customer relationships, you can explore the company's marketing and customer relationship management strategies. Look for information on their advertising campaigns, social media engagement, loyalty programs, and personalized marketing efforts.
4. To critically analyze Coca-Cola's mission statement according to the criteria for a good mission statement, you need to refer to the specified criteria in your text. Evaluate the statement based on its clarity, purpose, inspiration, and alignment with the company's overall goals.
5. To describe and analyze the marketing strategy and marketing mix (4 P's) for two selected SBUs, choose two brands from question 2 and then research their marketing strategies. Consider the product, price, place, and promotion aspects of their marketing mix. Compare and contrast how these elements are implemented in each SBU.
6. To perform a SWOT analysis for Coca-Cola, you'll need information on the company's strengths, weaknesses, opportunities, and threats. Look for internal and external factors that could impact the company's performance and competitive position.
7. Based on the information obtained and the SWOT analysis conducted, you can determine where Coca-Cola should concentrate its efforts on the identified SBUs. Provide recommendations as if you were a consultant for these SBUs, considering their target market, competition, and overall strategic goals.
Remember, these questions require research and evaluation using credible sources such as Coca-Cola's official website, financial reports, industry analyses, and other reputable publications.