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

Lnternational Marketing of Coca Cola - Essay Example This study looks into Coca Cola Enterprises Limited that intends to introduce a new energy 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 market. The packaging shall be done in both 275ml plastic bottles and 250ml cans. The company intends to Launch Lucozade brand in Chile. Most of the consumers are 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 marketing plan. The marketing organization includes the chief marketing director, the territory directors, the area directors and the public relations personnel. A situa tional analysis is the foundation of the marketing plan. The situational analysis will include a thorough examination of the internal and external factors which affect the introduction 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 also 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 environment 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 world’s largest bottler of non-alcoholic drinks by volume. The company produces, sells and distributes 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 soft drinks while 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 million. 2.1.1 Market demographics This section of the marketing plan will include analyzing the customers in terms of the demographic features such as the age, the race, gender, educational attainments, ma rital 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