Business Law Question

Marketing Plan: Marketing Strategies Analysis Grading Rubric |BUSI330_B09_202240
Criteria
Section(s)
Details
Section
Narrative:
Grammar,
Spelling,
Formatting
and Word
Count.
Ratings
Points
42 to >37.0 pts
37 to >28.0 pts
28 to >0.0 pts
0 pts
Advanced
Proficient
Developing
Not
Present
Research and analysis
generate a
collegiate-level narrative
that comprehensively
addresses all of the
Marketing Plan
instructions for the
respective section.
Most of the Marketing Plan
instruction components are
addressed though additional
detail would render a more
comprehensive narrative
addressing the assignment
topics. The section narrative has
a logical flow. Major points are
stated reasonably well and are
supported by examples and
thoughtful analysis.
The Marketing Plan
instructions are
addressed minimally.
The section narrative
lacks logical flow or
required content.
Major points are
unclear, confusing, or
are not supported by
examples or
thoughtful analysis.
18 to >15.0 pts
15 to >12.0 pts
12 to >0.0 pts
0 pts
Advanced
Proficient
Developing
Not
Present
Submits Marketing Plan
section, with spelling,
grammar, and formatting
compliant to current APA
requirements. Sentences
are complete, clear,
concise, and logically
written. Where
applicable, references
are cited in the current
APA format.
Though some errors are present,
spelling, grammar, and formatting
comply with most APA
requirements. Sentences are
written well, with few structural
errors. Where applicable,
references have APA formatting
errors.
Spelling, formatting,
and grammar errors
are present.
Sentences are
incomplete or unclear,
or paragraphs are
poorly written. Where
applicable, references
are minimally or not
cited in the current
APA format.
42 pts
18 pts
Total Points: 60
BUSI 330
MARKETING PLAN: MARKETING STRATEGIES ASSIGNMENT INSTRUCTIONS
OVERVIEW
You must comprehensively address each topic (for this section) and submit by the end of the
assigned module: week. For this assignment, you will continue developing your marketing plan,
focusing on the situational aspects of the plan. Current edition of APA formatting is required.
INSTRUCTIONS
The following apply to all four marketing plan sections:
1. Weekly and earlier text readings will have covered many of the topics in this section.
Outside research is encouraged, referenced accordingly. Comprehensively discuss each
topic in this section.
2. Submit this third section of your Marketing Plan (MP) attached as a MS Word file. This
section must address the following topics:
MARKETING PLAN: MARKETING STRATEGIES ASSIGNMENT
5.1.
Marketing and Product Objectives
5.2.
Target Markets
5.3.
Points of Difference
5.4.
Positioning
The four (4) sections of the marketing plan are shown below:
Page 1 of 3
BUSI 330
Marketing Plan Sequence
Section 1
MARKETING PLAN: COMPANY ANALYSIS ASSIGNMENT
1.0
Executive Summary
2.0
Company Description
3.0
Strategic Plan and Focus
3.1
Mission
3.2
Goals
3.3
Core Competency
3.4
Sustainable Competitive Advantage
Section 2
MARKETING PLAN: SITUATION ANALYSIS ASSIGNMENT
4.1.
SWOT Analysis
4.2.
Industry Analysis
4.3.
Competitor Analysis
4.4.
Company Analysis
4.5.
Customer Analysis
Section 3
MARKETING PLAN: MARKETING STRATEGIES ASSIGNMENT
5.1.
Marketing and Product Objectives
5.2.
Target Markets
5.3.
Points of Difference
5.4.
Positioning
Section 4
MARKETING PLAN: FINAL PLAN ASSIGNMENT
6.1.
Product Strategy
6.2.
Price Strategy
6.3.
Promotion Strategy
6.4.
Place (Distribution) Strategy
Page 2 of 3
BUSI 330
7.
Financial Data and Projections
7.1.
Past Sales Revenues
7.2.
Five-Year Projections
References*
Appendices*
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
Page 3 of 3
1
Marketing Plan Company Analysis
Cristian Mendez
Liberty University
BUSI330
September 5th, 2022
2
Executive Summary
The proposed new product is known as super juice. It is a Non-alcoholic beverage
made from an assortment of fruits for children lacking critical nutrients. In America, and
across the globe, there are millions of children who lack foods that would respond to the
nutritious needs of their bodies. With the increase in costs of foods across the country, it is
essential to come up with food products that are affordable yet healthy. This food is intended
to be produced by Coca-Cola, one of the leading soft drink manufacturers in the world. The
choice of this company is influenced by its technical abilities as well as its extensive global
networks.
Company Description
The Coca-Cola is Internationals soft drink manufacturer that was founded in 1892.
The company has its headquarters in Atlanta, Georgia. The primary business of the business
is the production and sale of Coca-Cola. Coca-Cola is the leading sweetened carbonated drink
described as a symbol of American culture since it incorporates unique American tastes.
While Coca-Cola is the most prominent product of the company, it is noteworthy that the
company has 2,800 other products selling in more than 200 countries. Some of these products
are very popular soft and citrus drinks. With these credentials, Coca-Cola holds the leading
producer and distributor of soft drinks across the world. The company ranks as one of the
most important corporations that have been founded in the United States. With advertising
costs averaging $4 billion yearly worldwide, this company’s advertisement expenditure alone
is bigger than the GDP of many developing nations.
The organizational structure is decentralized, and this has been one of the pillars of its
success. The company has its corporate headquarters in Atlanta, Georgia, but it has over 300
bottling partners worldwide. The Atlanta office is responsible for giving the corporate policy
3
direction to the organization. Still, the local partners have the freedom to make decisions that
suit the local market’s needs. For example, the local leaders of the company in the Asian and
Middle East market understand the unique needs of their customers, which makes it prudent
for them to make decisions that suit these unique needs. The Coca-Cola company has a huge
workforce. The company has directly employed over 62,800 employees worldwide, although
this number is likely to triple if the persons employed in its distribution networks are
included. The figures suggest that the Coca-Cola company affects the economy of many
families and countries, and any instability experienced in its operations is likely to have
devastating ramifications whose impacts may be felt in every corner of the world.
Strategic Plan and Focus
The Coca-Cola company has developed a strategic plan that is founded on lean
principles to help it realize its objectives. The implementation of lean principles in the
production process may help an organization to achieve flexibility and efficiency in the
process of production. There are five key principles of lean that make it suitable for many
organizations. The first principle is the identification of value, and an organization may do
this by understanding the reason why consumers may need a particular product (Kennedy et
al.,2013, p. 1583). The second principle is a value stream. This is the buildup of value in the
production process. The flow, pull, and perfection is the final principles of lean.
Mission
The mission of Coca-Cola is to “to refresh the world in mind, body, and spirit, to
inspire moments of optimism and happiness through our brands and actions, and to create
value and make a difference” (Desmidt, Prinzie & Decramer, 2011)
Goals
4
•
To guarantee customer satisfaction
•
To reach every corner of the globe
•
To bring a positive change to society.
Core Competency
The core competency of the Coca-Cola company is its ability to produce unique soft
drinks that satisfy the diverse tastes and preferences of its consumers. Over the years, CocaCole has made significant investments in its product development and this has enabled it to
come up with products that are unique and which allow them to penetrate the different
markets around the world. For example, the company’s anchor product, Coke, has a unique
taste and even its competitors are yet to be innovative enough to come up with a product that
has a similarly unique and powerful taste.
Sustainable Competitive Advantage
The source of Coca-Cola’s sustainable competitive advantage is founded on its
adoption of the 4Vs in its production activities. The four Vs include variation, volume,
variety and visibility. The nature of its business, its internal abilities as well as the wide
market in which it operates have made sure that the company keeps the 4Vs high. In the
context of operational management, volume is the number of units of a product that an
organization needs to manufacture to meet the market demand for the product. The number of
units of a product that an organization produces is determined by several factors. Two of the
factors are market demand and capacity. When a company has a huge demand, it will
produce a high volume of products, but this is only possible when the company has the
capacity to produce. Coca-Cola produces a high volume because it has high demand besides
possessing the capacity to produce the units. Data from the company indicates that the
company sells more than 1.9 billion units of all its products in the 200 countries where it has
5
a presence each day (The Coca-Cola-Great Britain, 2021, n.p). From this data, it is evident
that the Coca-Cola Company has a huge demand for its products, and it can only demand
when it produces a high volume of products.
The second V in the 4s is for diversity. Organizations need to produce a variety of
products not only to increase their revenues but also to meet the diverse tastes and
preferences and, as a result, achieve a high level of customer satisfaction (Jones and Jones, p.
4). Not all consumers of Coca-Cola drinks have common tastes and preferences. The CocaCola company has mastered the art of diversification, and that is why it has more than 2,800
products across the world. Taking the coke product, for example, it is evident that the
company has varying tastes of the product, and this is meant to make sure that the company
satisfies a wide range of customers.
The term variation refers to the extent to which external forces compel the fluctuation
in demand for a product, and as a result, making the company change its production. Once in
a while, the external environment may change, thereby affecting the demand for a product.
For example, when there is an economic depression that affects the purchasing power of
consumers, the consumers will cease to consume some products that are luxurious. While
appreciating these possibilities, it is notable that Coca-Cola has become such a big company
that the demand for its products is likely to be affected by an external event that occurs
globally, such as the COVID-19 pandemic. The fact that Coca-Cola operates globally has
shielded it from the possibility of fluctuations that may be occasioned by the changes in the
external environment.
The final V in this model is visibility. This is the value chain that the consumers of a
product see in the sum of all the processes of the company put together. Visibility is critical
because it helps the customers of the organization not only to identify the products but also to
6
identify with the company (Coucke et al., 2019, p. 3). There is no doubt that Coca-Cola is a
highly visible company, and this visibility has contributed massively to its development. The
need and ability of the company to keep these ‘Vs’ high has undoubtedly contributed to
Coca-Cola’s success that runs for more than a millennium.
7
References
Coucke, N., Vermeir, I., Slabbinck, H. and Van Kerckhove, A., 2019. Show me more! The
influence of visibility on sustainable food choices. Foods, 8(6), p.186.
Desmidt, S., Prinzie, A., & Decramer, A. (2011). Looking for the value of mission
statements: a meta-analysis of 20 years of research. Management Decision, 49(3),
468-483.
Jones, G.R. and Jones, G.R., 2013. Organizational theory, design, and change (pp. 31-33).
Upper Saddle River, NJ: Pearson.
Kennedy, I., Plunkett, A. and Haider, J., 2013. Implementation of lean principles in a food
manufacturing company. In Advances in sustainable and competitive manufacturing
systems (pp. 1579-1590). Springer, Heidelberg.
The Coca-Cola Great Britain. (2021). How many drinks does The Coca‑Cola Company sell
worldwide each day? Retrieved from https://www.coca-cola.co.uk/ourbusiness/faqs/how-many-cans-of-coca-cola-are-sold-worldwide-in-a-day
1
Marketing Plan Company Analysis
Cristian Mendez
Liberty University
BUSI330
September 5th, 2022
2
Executive Summary
The proposed new product is known as super juice. It is a Non-alcoholic beverage
made from an assortment of fruits for children lacking critical nutrients. In America, and
across the globe, there are millions of children who lack foods that would respond to the
nutritious needs of their bodies. With the increase in costs of foods across the country, it is
essential to come up with food products that are affordable yet healthy. This food is intended
to be produced by Coca-Cola, one of the leading soft drink manufacturers in the world. The
choice of this company is influenced by its technical abilities as well as its extensive global
networks.
Company Description
The Coca-Cola is Internationals soft drink manufacturer that was founded in 1892.
The company has its headquarters in Atlanta, Georgia. The primary business of the business
is the production and sale of Coca-Cola. Coca-Cola is the leading sweetened carbonated drink
described as a symbol of American culture since it incorporates unique American tastes.
While Coca-Cola is the most prominent product of the company, it is noteworthy that the
company has 2,800 other products selling in more than 200 countries. Some of these products
are very popular soft and citrus drinks. With these credentials, Coca-Cola holds the leading
producer and distributor of soft drinks across the world. The company ranks as one of the
most important corporations that have been founded in the United States. With advertising
costs averaging $4 billion yearly worldwide, this company’s advertisement expenditure alone
is bigger than the GDP of many developing nations.
The organizational structure is decentralized, and this has been one of the pillars of its
success. The company has its corporate headquarters in Atlanta, Georgia, but it has over 300
bottling partners worldwide. The Atlanta office is responsible for giving the corporate policy
3
direction to the organization. Still, the local partners have the freedom to make decisions that
suit the local market’s needs. For example, the local leaders of the company in the Asian and
Middle East market understand the unique needs of their customers, which makes it prudent
for them to make decisions that suit these unique needs. The Coca-Cola company has a huge
workforce. The company has directly employed over 62,800 employees worldwide, although
this number is likely to triple if the persons employed in its distribution networks are
included. The figures suggest that the Coca-Cola company affects the economy of many
families and countries, and any instability experienced in its operations is likely to have
devastating ramifications whose impacts may be felt in every corner of the world.
Strategic Plan and Focus
The Coca-Cola company has developed a strategic plan that is founded on lean
principles to help it realize its objectives. The implementation of lean principles in the
production process may help an organization to achieve flexibility and efficiency in the
process of production. There are five key principles of lean that make it suitable for many
organizations. The first principle is the identification of value, and an organization may do
this by understanding the reason why consumers may need a particular product (Kennedy et
al.,2013, p. 1583). The second principle is a value stream. This is the buildup of value in the
production process. The flow, pull, and perfection is the final principles of lean.
Mission
The mission of Coca-Cola is to “to refresh the world in mind, body, and spirit, to
inspire moments of optimism and happiness through our brands and actions, and to create
value and make a difference” (Desmidt, Prinzie & Decramer, 2011)
Goals
4
•
To guarantee customer satisfaction
•
To reach every corner of the globe
•
To bring a positive change to society.
Core Competency
The core competency of the Coca-Cola company is its ability to produce unique soft
drinks that satisfy the diverse tastes and preferences of its consumers. Over the years, CocaCole has made significant investments in its product development and this has enabled it to
come up with products that are unique and which allow them to penetrate the different
markets around the world. For example, the company’s anchor product, Coke, has a unique
taste and even its competitors are yet to be innovative enough to come up with a product that
has a similarly unique and powerful taste.
Sustainable Competitive Advantage
The source of Coca-Cola’s sustainable competitive advantage is founded on its
adoption of the 4Vs in its production activities. The four Vs include variation, volume,
variety and visibility. The nature of its business, its internal abilities as well as the wide
market in which it operates have made sure that the company keeps the 4Vs high. In the
context of operational management, volume is the number of units of a product that an
organization needs to manufacture to meet the market demand for the product. The number of
units of a product that an organization produces is determined by several factors. Two of the
factors are market demand and capacity. When a company has a huge demand, it will
produce a high volume of products, but this is only possible when the company has the
capacity to produce. Coca-Cola produces a high volume because it has high demand besides
possessing the capacity to produce the units. Data from the company indicates that the
company sells more than 1.9 billion units of all its products in the 200 countries where it has
5
a presence each day (The Coca-Cola-Great Britain, 2021, n.p). From this data, it is evident
that the Coca-Cola Company has a huge demand for its products, and it can only demand
when it produces a high volume of products.
The second V in the 4s is for diversity. Organizations need to produce a variety of
products not only to increase their revenues but also to meet the diverse tastes and
preferences and, as a result, achieve a high level of customer satisfaction (Jones and Jones, p.
4). Not all consumers of Coca-Cola drinks have common tastes and preferences. The CocaCola company has mastered the art of diversification, and that is why it has more than 2,800
products across the world. Taking the coke product, for example, it is evident that the
company has varying tastes of the product, and this is meant to make sure that the company
satisfies a wide range of customers.
The term variation refers to the extent to which external forces compel the fluctuation
in demand for a product, and as a result, making the company change its production. Once in
a while, the external environment may change, thereby affecting the demand for a product.
For example, when there is an economic depression that affects the purchasing power of
consumers, the consumers will cease to consume some products that are luxurious. While
appreciating these possibilities, it is notable that Coca-Cola has become such a big company
that the demand for its products is likely to be affected by an external event that occurs
globally, such as the COVID-19 pandemic. The fact that Coca-Cola operates globally has
shielded it from the possibility of fluctuations that may be occasioned by the changes in the
external environment.
The final V in this model is visibility. This is the value chain that the consumers of a
product see in the sum of all the processes of the company put together. Visibility is critical
because it helps the customers of the organization not only to identify the products but also to
6
identify with the company (Coucke et al., 2019, p. 3). There is no doubt that Coca-Cola is a
highly visible company, and this visibility has contributed massively to its development. The
need and ability of the company to keep these ‘Vs’ high has undoubtedly contributed to
Coca-Cola’s success that runs for more than a millennium.
7
References
Coucke, N., Vermeir, I., Slabbinck, H. and Van Kerckhove, A., 2019. Show me more! The
influence of visibility on sustainable food choices. Foods, 8(6), p.186.
Desmidt, S., Prinzie, A., & Decramer, A. (2011). Looking for the value of mission
statements: a meta-analysis of 20 years of research. Management Decision, 49(3),
468-483.
Jones, G.R. and Jones, G.R., 2013. Organizational theory, design, and change (pp. 31-33).
Upper Saddle River, NJ: Pearson.
Kennedy, I., Plunkett, A. and Haider, J., 2013. Implementation of lean principles in a food
manufacturing company. In Advances in sustainable and competitive manufacturing
systems (pp. 1579-1590). Springer, Heidelberg.
The Coca-Cola Great Britain. (2021). How many drinks does The Coca‑Cola Company sell
worldwide each day? Retrieved from https://www.coca-cola.co.uk/ourbusiness/faqs/how-many-cans-of-coca-cola-are-sold-worldwide-in-a-day