Business Analysis

2388 Words5 Pages

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

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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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