Lnternational Marketing of Coca Cola Essay Example | Topics and Well Written Essays - 2750 words

Lnternational Marketing of Coca pinhead - Essay ExampleThis study looks intoCoca Cola Enterprises control that intends to introduce a new muscularity drink in Chile. The drink is Lucozade which is made by using Glucose Fructose Syrup, orange juice from Concentrate, citric Acid and Sodium Benzoate. The company has already made the decision for the selling price by establishing a price which should not be more than 5% difference with existing drinks in the food grocery store. The packaging sh exclusively be done in both 275ml plastic bottles and 250ml cans. The company intends to Launch Lucozade brand in Chile. Most of the consumers argon health conscious and prefer the low calorie energy drinks. The promotional activities will include endorsements by sports personalities and mass advertisements. The company has set enough financial resources for the operations and timelines for the execution of the merchandising plan. The marketing arrangement includes the chief marketing direc tor, the territory directors, the area directors and the public relations personnel. A situational digest is the foundation of the marketing plan. The situational analysis will include a thorough examination of the internal and external factors which affect the installation of Lucozade drink in Chile. It will enable Coca Cola to understand the factors which will influence the market growth in the future. Internal analysis will consider the strengths and weaknesses of Coca Cola enterprises Limited. The internal analysis will consider the company culture and image, the staff, the operational efficiency and capacity. (Kotler 2010). The internal analysis will similarly consider the weaknesses which hinder the launch of the Lucozade drink in Chile and which may impair the growth in market share and profitability. The external analysis will evaluate the suppliers, the trade partners, customers, new technology, competitors and the economic purlieu prevailing in Chile which may enhance the operations of Coca Cola Enterprises Limited in Chile (Dibb, Simkin, Pride and Ferrell 2005). The external analysis will also consider the treats which exist in the market which could curtail the achievement of the Coca Cola Enterprises objectives in Chile. 2.1 Market Summary Coca Cola Enterprises Limited is the worlds largest bottler of non-alcoholic drinks by volume. The company produces, sells and distri providedes its drinks using a wide distribution channel which covers all the continents in the world (Kotler 2010). Coca Cola Company is the largest bottler for the Coca Cola Company since it produces 20 percent of the entire Coca Cola drinks world wide. 85 % of its products are classified as carbonated cottony drinks plot of ground the rest are non-carbonated soft drinks. The company annual revenue was $ 21.65 billion in 2009 while the net income from its operations was $ 731 one million million. 2.1.1 Market demographics This section of the marketing plan will include an alyzing the customers in damage of the demographic features such as the age, the race, gender, educational attainments, marital status, income levels, attitudes and beliefs, and the household size. Chile population comprises of 15,166,500 people but the population has been on the decline due to controlled birth rate. It is estimated that the population is likely to hit 20 million people by 2050. About 80 percent of the populations live in urban areas with the population mainly concentrated in Greater Santiago. Chile population consists of all races including European and Indians. The most dominant religions are Roman Catholics and Evangelical (Kotler 2007). Spanish is