AbstractHow Effective and Efficient Marketing Management couldassist the Coca-Cola Company in dealing with EnvironmentalTurbulence
The purpose of the report was to explain how effective andefficient marketing management could assist the Coca-ColaCompany in dealing with environmental turbulence. The reportfocused on the marketing management of Coca-Colas range of sport drinks.Initially the marketing environment was examined in regards to theamount of change and complexity in the environment, which isknown as environmental turbulence. Theoretical frameworks wereapplied to assist in analysing the changing and complexenvironment in which the Coca-Cola Company operates. ThePESTEL framework and strategic group analysis identified the keyforces in the macro and micro environments, the most significantof which being that consumers were identified as beingincreasingly health conscious and the soft drinks industry wasidentified as being highly competitive.The effectiveness and efficiency of the Coca-
marketing management was examined in regards to the analysis,planning, implementation and control of its marketing managementstrategy. Through analysis of the marketing environment the Coca-Cola Company identified the opportunity to launch a range of healthy sports drinks as a means to target a new market of healthconscious consumers. The Coca-Cola Company were efficient inimplementing its marketing management strategy as theorganisation communicated with their target market primarilythrough the sponsorship of sporting events, which lead tosuccessful market penetration and global notoriety. The Coca-ColaCompany was efficient in controlling its strategy through theutilisation of social media as a means to gain a better
understanding of their consumer’s values.