Coca Cola Case Study Example | Topics and Well Written Essays - 5000 words

Coca Cola - Case Study ExampleThe overall mart of velvety drinks in Australia has experienced a slow but steady growth rate. Key players in the market try as much as possible to amass the market power by acquiring other similar companies in the industry. However, concentration and other market activities in Australia are regulate by The Australian Competition and Consumer Commission. The competition in non-alcoholic market in Australia is stiff and it is difficult for Coca Cola Amatil to increase its market share beyond 75 percent. The greatest business rivalry of the company is Schweppes, which is followed by P& N. The other major challenge facing the industry include dietary issues, which has make most health conscious consumers switch to other products to avoid consumption of the carbonated soft drinks. According to SWOT analysis proper advertising, effective and economic distribution lines as well as competent sales force are key to success in the soft drinks market. The compan y requires an extra AU$42 million to finance the marketing plan. The money will be obtained from the retained earnings. Table of Contents Table of Contents 2 2.2 Consumer trends 5 3.0 merchandise objectives 15 4.0 Marketing strategies 16 5.3 Monitoring, evaluation and control 19 7.0 References 21 8.0 Appendix 23 1.0 Introduction Coca-Cola Amatil is one of the dominant market players in the Australian soft drinks market. ... David Gonski.The products that are produced and distributed by Coca-Cola Amatil include Coca-Cola, Diet Coke, Coke Zero, Sprite, Sprite Zero, Fanta, Lift, Deep Spring mineral body of waters, Mother, Appletiser, Grapetiser, Kirks soft drinks, Mount Franklin bottled water, Pump bottled water, Vitamin Water, Powerade, Nestea, Neverfail water coolers, Goulburn vale juices, Fruit Box, Grinders Coffee and SPC Ardmona. The Australian beverage company faces stiff rivalry from Schweppes and other smaller players. Coca-Cola sales are driven by economic factors such(preno minal) as pricing, long-term trends, brand loyalty and awareness and seasonality 2.0 Situation Analysis The Australian Coca-Cola Amatil is a company that has distinguished itself as a market attracter over the years in the beverage industry of Australia. 2.1 Industry trends Soft drink refers to a non- alcoholic drink whose main ingredient is water. Most soft drinks are sweetened and carbonated. In addition, some have vitamin or higher energy (energy drinks) additives. The retail environment of soft drinks is strengthening and major players are introducing crude products. The new products are made for consumers who are health conscious and who need convenient beverages. Fraser (2010) revealed that carbonated drinks take over 56 market share of non-alcoholic drinks, bottled water takes 25 percent, the sports drinks takes about 19 percent and the remainder is taken by juice and energy drinks. The soft drink industry in Australia has experienced relatively steady and moderate growth rate in the last five years of about 1 percent per annual. However, the sale of carbonated soft drinks is declining because volume of health-conscious consumers are moving away from high-calorie and sugary beverages to fruit juices, water and non-carbonated