Thecoca cola company is an international company which sells about 1.8billion servings of its products all around the world per day. Thishas been achieved over the years as a result of the development andimplementation of efficient market strategies complemented by acompetent supply chain system that assured excellent growth andoperation of the company.

Thesestatistics do not mean that Coca-Cola Company is in a monopolymarket. On the contrary, Coca-cola faces healthy competition fromother beverage producers including Pepsi and Dr. Pepper Snapple groupyet the company has still managed to stay up top in terms ofproduction and sales.

BusinessAnalysis/Positioning of Marketing Mix Elements

Coca-colacompany has engaged a competitive strategy that has been based on theproduction of a variety of products which includes soft drinks,energy drinks and water which gives them a competitive advantage overother companies that produce soft drinks exclusively. In addition,the expansion efforts made to reach Africa, Pacific, European Union,Latin America, Asia and North America regions have had a great impacton the ability to supply products to retailers and consumers [ CITATION Tal14 l 2057 ].

Thiscompany has partnered with suppliers and independent bottlers whichhas been an all-important recipe for the commercialization of newproducts and new packaging portfolios as well as trading informationand training programs that ultimately lead to customer awareness andaccess to the new products as soon as production has taken place [ CITATION Mar15 l 2057 ].


Thecompany has a local company in every country or region where itoperates which directly translates to the availability of the productto wholesalers, retailers and consumers without product travellingfar to reach them. In addition the local tastes can be addressedadequately based on the market needs for example different regionswould consuming a certain type of product more than another. Anothersystem which involves the use of more than a single supply chain hasalso been put in place including refrigerated distribution, asepticfilling and packaging and other modifications in order to suit theproperties of the customers and the products [ CITATION Esa12 l 2057 ].

Allaround the world, Coca-Cola company practices the exact sameprocesses and practices regardless of the geographical location. Thisensures availability of the product to over ten million retailoutlets on the shelves in a consistent manner at the recommendedstandards which is a pivotal aspect that maintains global bestpractices at the specific local levels [ CITATION Mar15 l 2057 ].

TargetMarket Segment Strategy

Understandingthe customer needs is key to achieving maximum sales of product andthis principle has been utilized by the Coca-cola company by applyinga “brand, price, pack, channel architecture scheme to project apicture of quality that the customer expect in that the mode ofservice in an urban area has been made to be different from servicein the rural areas based on demand and specific product [ CITATION Mar15 l 2057 ].

Anotherimportant aspect in the supply of Coca-Cola products is the futureprediction of customer demand and seasonality such as increaseddemand for product during the hot seasons or during celebrationseasons as well as considering the different customer types who mayprefer to buy the product for future consumption or others whoconsume the product immediately hence the strategy used must be ableto capture both types of consumers in terms of both the packagingportfolio and the price index [ CITATION Esa12 l 2057 ].


Jimenez-Lutter, M. (2015). The Coca-Cola Company. Retrieved October 20, 2015, from supply chain world: http://scw-mag.com/index.php/sections/distribution/143-the-coca-cola-company

Sezer, E. (2012). Success Story — Coca-Cola Enterprises. Retrieved October 20, 2015, from Computer Science Corporation: http://assets1.csc.com/application_services/downloads/CCE.pdf

Talha Hassan, S. M. (2014). Supply Chain Management of Coca Cola Company. Institute of Business and Technology.