Business Analysis
TABLE OF CONTENTS
1.0) INTRODUCTION
2.0) MARKET SHARE
3.0) MARKET PENETRATION
4.0) MARKET DEVELOPMENT
5.0) PRODUCT DEVELOPMENT
6.0) DIVERSIFICATION
7.0) RECOMMENDATIONS
8.0) CONCLUSION
9.0) APPENDIX 1
10.0) APPENDIX 2
11.0) REFERENCES
1.0) INTRODUCTION
The purpose of this paper is to analyse Coca-Cola as an organisation
and to identify potential strategic growth opportunities (appendix 1).
In order to identify strategies that are likely to attract customers
and contribute to the success of the business as a whole, it is
necessary to consider a number of factors. This paper will begin by
discussing these critical factors including the nature of the
competitive arena (market share), market penetration, the development
of new markets, product development and product diversification
(Trifiletti, 2002). In order to develop strategic growth
opportunities, it is essential to analyse the current situation of the
company and the factors that are critical to future success (Grundy,
1995).
2.0) MARKET SHARE
=================
In order to select the correct growth strategies for the organisation,
it is necessary to analyse the organisation's current market share.
From the following information it is possible to ascertain that
Coca-Cola are currently the CSD market leader in many countries across
the world. In addition, trends in the market display little
fluctuation in terms of competing companies share of the CSD market.
In 2000, Coca-Cola was the best-selling soft drink in supermarkets in
the USA (Kotler, 2000). In the same year, Coca-Cola held...
... middle of paper ...
...Trifiletti, R. (2002), 'Strategic
Marketing: The Coca-Cola Company vs. Pepsi Co', European Journal Of
Marketing, Volume 12, Number 4, pages 138-175
Schlegelmilch, B.B. (1998), 'Marketing Ethics: An International
Perspective', Thomson Business Press, First Edition
Shepherd, D.A. & Shanley, M. (1998), 'New Venture Strategy: Timing,
Environmental Uncertainty, and Performance', Sage Publications, 1st
edition
Smith, N.C. & Quelch, J.A. (1996), 'Ethics In Marketing', Primis
Custom Publishing, 1st Edition
Trifiletti, R. (2002), 'Strategic Marketing: The Coca-Cola Company vs.
Pepsi Co', European Journal Of Marketing, Volume 12, Number 4, pages
138-175
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[1] BABY BOOMER: "A member of the post-war baby boom of the 1950's"
(Kotler, 2000)
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