Coca Cola Ethics

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[pic] Kalia Hymes, Amy Isom, Joshua O’Brien Busa 308: Marketing Principles Prof. M. Simpson Table of Contents Company Description………………………………………………………………3 Business Mission……………………………………………………………………3 Marketing Objectives……………………………………………………………...4 Industry Analysis…………………………………………………………………..5 SWOT Analysis……………………………………………………….……………6 Target Market………………………………………………………….…………...9 Marketing Mix………………………………………………………….………….10 Marketing Research…………………………………………………….……...….17 Organizational Structure and Plans………………………………………………19 Financial Projections…………………………………………………………...….21 Summary…………………………………………………………………….….….22 Sources Cited……………………………………………………………………....23 Company Description The Coca-Cola Company, founded in 1886, is ranked number 94 in the Fortune 500 and number one in the beverage industry (Fortune 2007). They own four of the top five soft drink brands and serve over 6 billion consumers. Coca-Cola is headquartered in Atlanta, Georgia but “approximately 74% of its products are sold outside the US” (Coca-Cola Datamonitor, 2007). They recorded revenues of $24,088 million in 2006 and they have an employee count of approximately 71,000 (Coca-Cola Datamonitor 2007). The Coca-Cola Company is one of the leading manufacturers, distributors, and marketers of non alcoholic beverage concentrates and syrups. They produce non alcoholic beverage concentrates and syrups which are sold to bottling partners. The bottlers usually add carbonated water with the concentrates and sweeteners and then bottle the product and sell it to wholesalers or retailers. Coca-Cola owns more than 400 brands in which they market for in over 200 different countries (Coca-Cola Datamonitor, 2007). Coca-Cola sells a variety of soft drinks, juices, sports drinks, teas, and water. They operate in eight segments, but most of their revenues come from three of those

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