Marketing

3.0 Introduction

The Coca Cola Company focuses on non-alcoholic beverages market producing a range of beverages in several markets in over 200 countries. Coca Cola is the largest manufacturer and distributor of non-alcoholic beverages enabling to sell over six million beverages a day. Resulting in promising revenues.

“Fiscal year ending Dec 2004 the company generated revenues of $21,962

Source: http//dbic.datamonitor.com/companies/company/? Pid=37CB5616-D04E

The Coca Cola Company relies on the carbonate markets for 85% of its profits and currently Coca Cola

“Hold the carbonates market leader position 43% worldwide”

Source: Marketing weekly, published 06 April 2006

“Coca Cola Brands alone give the company a 24.5% volume share of the UK carbonates market 2004”

Source: Mintel reports, Mintel International Group Limited, Carbonates-UK-Feb 05

With such success it’s hard to believe that the Coca Cola rival competitor Pepsi Co has put its market capitalisation ahead of Coca Cola for the first time ever.

“The shift reflects wall streets ongoing taste for Pepsi’s diversified portfolio of beverage and snack brands compared with Cokes focus on soft drinks”

Source: http://www.usatoday.com/money/industries/food/2005-12-13-coke-pepsi_.html.

In this report I will assess Coca Cola with the view as their marketing consultant, and I will carry out a marketing audit of the company in detail using evidence and models and theories to portray their current operating situation. From this assessment I will the derive a marketing