Preliminary marketing plan


Marketing objective

Selected organization: Coca Cola

Their objective is to encourage the lesser-known products underneath Coca-Cola Enterprises to be more victorious.  In the next two years (by 2018), it is preparation that 100% sales increase will happen in such lesser-known products (Yuece, 2012).


The Coca Cola uses the description of “The Coca-Cola Company”.

Market Penetration 

This is the certificate given by the Coca Cola Company to the marketers.

            SWOT Analysis

Strengths of Coca-Cola

  • Strong marketing and advertising
  • Customer Loyalty
  • World’s largest market share in the beverage industry

Weaknesses of Coca Cola

  • High debt level
  • Brand failures with insignificant amount of revenues
  • Negative Publicity (Nguyen & Nguyen, 2015).

Opportunities for Coca Cola

  • Increasing demand of healthy beverages
  • Growth through acquisition
  • Growing consumption

Threats for Coca Cola

  • Water scarcity
  • Strong Dollar
  • Competition from Pepsi

Product Adaption

Coca-Cola acquired in San Diego is actually quite diverse than one bought just over the boundary in Tijuana, as the previous is no longer made with genuine sugar but with high fructose corn syrup. Renowned recent Coke manager Roberto Goizueta told his original management team that still the drink’s secret formula itself would be up for conversation in improving how the corporation did business, and commenced “New Coke” in 1985.

Promotion mix


Advertising is done through banners, posters, pamphlets, TV commercials, social media, newspapers, etc.

Personal selling

Coca Cola has many persons who are called marketers. They sell some products personally. Personal selling is much good in rating (Nguyen & Nguyen, 2015).


Promotion is done through the road concerts, short movie shows, etc. This is really helpful in the sales.

Distribution of the product

An origin is selected and the products are sending to the destination. It is a worldwide business that functions on a local extent, in every commune where we do dealing. We are talented to create international reach with local hub because of the potency of the Coca-Cola organization, which comprises our corporation and our more than 250 bottling associates worldwide (Yuece, 2012).

Channels of distribution

Retailers: The first chain men are retailers. The company transfer its products to the retailers in the market.

Wholesale middle men: They are the persons who get the products at discounted prices and they sell at the discounted prices too (Gertner,, 2005)

Import/Export Agents: there are some persons who import or export the products according to the availability.

Warehousing: A warehouse is a business-related building for luggage compartment of goods. Warehouses are utilized by manufacturers, exporters, importers, wholesalers, customs, transport businesses, etc.

Costs of the company and the product

The company made a strategy and a budget according to the market cost values. They set the costs according to the other competitors and the competition level in the marketplace. They are convinced to make and set a good value of the products (Nguyen & Nguyen, 2015).

Approximate retail price

The average price of Coca Cola 500 ml bottle is 1.44 USD. The highest price is in Switzerland that is 5.39 $ per 500 ml. The lowest value is in Estonia that is 0.10 USD. The price of the Coca Cola products fluctuates per area and per bottle according to the time.