The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategiesto follow for the achievement of the company’s strategic goals. “Bubble Buzz” will bemarketed as a unique functional drink while striving to reinforce the company’s status asthe leader in innovation and successful product launches. The marketing strategies willenable to reach a market size of an estimated 8,688,300 people (targeted) with aforecasted sales growth prospect of 7.3% over the next 4 years ($243,029.47 profits),while satisfying the needs of the still-unserved market for ready-to-drink bubble tea.Success will be reflected by a sizeable capture of market shares within this market, whilestrategically carrying the company up to the top spot as the market leader in thefunctional drinks segment of soft drinks. Export potential will be considered in China.
Brief description of the company
The Coca-Cola Company’s core undertaking isto benefit and refresh everyone it reaches.Founded in 1886, we are the world’s leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to produce nearly 400 beverage brands that make up for our wide portfolio. Our corporate headquarters areestablished in Atlanta, and we are holding local operations in over 200 countries aroundthe world. Our activities cover all sectors of the beverage industry. We are the secondleading player in functional and Asian specialty drinks, while ranking number one invalue for the ready-to-drink tea sector (ref.1, p.1).3
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Good marketing plan...
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