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Word Count: 3,555
Table Of Contents Introduction 2 1 Company overview 2 11 Situation Analysis 4 12 Competitive Analysis 6 13 Customer Analysis8 2 Marketing Mix10 21 Product 10 22 Price 11 23 Place 12 24 Promotion 13 3 SWOT Analysis 15 31 Strengths 15 32 Weaknesses 16 33 Threats 16 34 Opportunities16 Conclusion 16 References17 Introduction Our aim in this marketing plan is to make an environmental and marketing analysis to evaluate the position of Coca-Cola India Company report our findings and give suggestions to improve the current situation 1 Company overview Coke founded in 1886 was the worlds leading manufacturer marketer and distributor of non-alcoholic beverage concentrates and syrups used to produce more than 300 beverage brands Headquartered at Atlanta US it has local operations in over 200 countries It generated net income of 3 bn over sales of 195 bn Coke had 56000 employees worldwide For 2003 Coke was adjudged the most valuable brand in the world by Interbrand Corp It was valued at 7045 bn Cokes turnaround in India had come after a period of heavy investments During the period 1993-2002 Coke had invested 1 bn in India of which 805 mn was invested in its bottling subsidiary Hindustan Coca-Cola Beverages Pvt Ltd HCCB In 2003 it had 17 manufacturing units company and franchisee owned bottling operations 60 distribution centers catering to 5000 distributors and one mn retail outlets serviced via trucks and three-wheelers Coke India directly employed 10000 employees It was the biggest procurer of chilling equipment glass sugar and mango pulp in India Coke had been the market leader in the Indian Carbonated Soft Drinks CSD market till 1977 But it decided to opt out of the Indian market in 1977 when the Socialist Janata Party government asked the company to cut its equity to 40 and to reveal
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