AMA INTERNATIONAL UNIVERSITY – BAHRAIN

Salmabad, Kingdom of Bahrain

COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

PROJECT GUIDELINES

1. Form a group of a maximum of 3 members.

2. Mention clearly the names of your team members with the project.

3. Each group must work together; to discuss the project and how to work on it.

4. The title of the project would be “Take any company of your choice and Prepare its SWOT

analyses and discuss how company used 4 P’s strategy (Product, Price, Place and

Promotion) to become a brand.

5. Submit not later than before final exam week (Hard Copy and the plagiarism report less

than 20% from AMA University Plagiarism software)

6. Present you project to the class and each member will present a part.

7. Presentation will be done immediately after the last lecture of the term.

8. Corresponding marks (Full Mark is 30) will be given to each group which comprises of

30 percent of the final mark.

9. Marks will be rated based on the rubrics attached to this document.

10. Members in the group shall report the non-cooperation of any group member for

appropriate evaluation on his or her participation.

11. If the project of one group is the same with another group, in the class and from another

class (Copied from each other), all groups involved will receive 0 Mark.

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

Question

1) Choose any company of your choice:

A brief outline about the brand.
2) Prepare a SWOT analysis
Find Strength, Weakness, Opportunity and Threat
3) Analyze how the company used 4 P’s Strategy to become a brand.
Product-product mix- Width, Length, Depth and Consistency
Price- pricing strategies
Place-Distribution strategy
Promotion-Promotional strategy
Rubrics:

Serial No Item Marks allocated

1 Choose any company 5
2 SWOT Analysis 5
3 Marketing Mix Analysis 10

Product-Price-place-promotion
4 Presentation in the class. 10.

o0o
Good luck!

CocaCola Market Plan

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

Introduction:

Coca-Cola, a giant soft drink company, has been scrutinized by investors for failing to execute its
marketing plan effectively. Therefore, it is seeking Polianitis Marketing Company Pty Ltd to
develop a professional marketing plan to help the company reach its goals more effectively and
effectively and regain the soft drink industry.

When formulating a rebirth marketing plan, all aspects of the marketing plan must be scrutinized
and thoroughly studied. This includes checking market research, reviewing business and current
status (condition analysis), and carefully checking the soft drink industry and the possibility of
Coca-Cola in the market. Once Coca-Cola has carefully analyzed the internal and external business
environment and rigorously reviewed the entire industry, it will select the most appropriate
marketing strategy. It will manage these strategies effectively and continuously monitor external
threats and opportunities and revise internal efficiency procedures.

a SWOT analysis:

SWOT stands for "Inferior Opportunity Threat." in many conventional management and marketing
scenarios, SWOT analysis is a method widely used. SWOT involves checking the organization's
current activities (strengths and weaknesses) and then using this data and external research data to
determine the opportunities and threats that exist.

Strengths: 

Coca-Cola has been a composite part of world culture for a long time. The pictures of the product
are full of romantic colors, which many people pay close attention to. Coca-Cola pictures are
displayed in T-shirts, hats, and collectibles. This extremely well-known brand is one of Coca-Cola's
greatest strengths. "Coca-Cola is enjoyed more than 685 million times a day all over the world. It is
a simple and powerful symbol of quality and enjoyment" (Allen, 1995).

In addition, Coca-Cola's bottling system is one of its most significant advantages. It grants them to
conduct business on a global scale while maintaining a localized approach. The bottling company is
locally owned and operated by independent businessmen who are authorized to sell Coca-Cola
products. Since Coca-Cola does not have full ownership of the bottling network, Coca-Cola's
primary income source is the sale of concentrates to bottlers.

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

Weaknesses: 

To effectively realize business activities' productivity and efficiency, it is necessary to minimize

and monitor any business's weaknesses, and Coke is no exception. Although domestic business and
many international markets are booming (sales in Latin America increased by 12%), Coca-Cola
recently reported that "unit sales in Indonesia and Thailand have declined due to the decline in
customer purchasing power.

Disclosed to an article in Fortune magazine, "In Japan, [the second quarter of 1998] unit case sales
fell by 3%... shocking because although Japan's sales accounted for 5% of global sales, it had an
impact on profits. Contribution is three times that. Latin America, Southeast Asia, and Japan
accounted for about 35% of Coca-Cola's total sales, and none of these markets met expectations.

On the other hand, Coca-Cola has an effect on teeth, which is a problem in healthcare. It also
contains sugar, and continuous drinking of Coca-Cola may cause health problems. Indulging in
Coca-Cola is also a health problem because drinking Coca-Cola every day after a few years will
impact your body.

Opportunities: 

Brand awareness is an essential factor affecting Coca-Cola's competitive position. The Coca-Cola
brand name is widely known in 94% of the world today. In the previous few years, the main worry
has been to make this brand more well-known. Packaging changes have also impacted sales and
industry position, but the public is often not affected by new products. Coca-Cola's bottling system
also enables the company to take advantage of unlimited growth opportunities around the world.
This strategy allows Coca-Cola to provide services to a wide geographical area.

Threats: 
Currently, the threats faced by new competitors in the carbonated soft drink industry are not
significant. However, the threat of substitutes is genuine. The soft drink industry is robust, but
consumers are not necessarily satisfied with it. Alternatives that may pressure Pepsi and Coca-Cola
include tea, coffee, juice, milk, and hot chocolate. Although Coca-Cola and Pepsi control nearly
40% of the entire beverage market, changing health awareness may severely impact. Of course,
both Coca-Cola and Pepsi have entered these markets, which allows them to occupy a critical
market share further and offset any losses caused by market fluctuations. Consumer purchasing
power also represents a significant threat to the industry. The competition between Pepsi-Cola and
Coca-Cola has created a slow-growing sector in which management must constantly respond to
consumers' changing attitudes and needs. Otherwise, it will face a decline in the market share of
competitors. Also, consumers can easily switch to other beverages with little cost or result.

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

Part 2: Developing The Marketing Mix 

The marketing mix may be the most critical stage in the marketing plan process. Determine the
marketing strategy for each product here. Marketing mix relates to the combination of four factors
(Price, promotion, development, location) that constitute the core of a company's marketing
strategy. In this Chapter of the marketing planning process, the marketing mix must be designed to
meet the target market's needs and achieve the marketing goals. Due to their respective internal and
external factors, the most successful companies will constantly monitor and change their marketing
mix and monitor the external business environment to maximize their marketing mix components.

Product: 

many products are physical goods that you can own and take home. However, the meaning of the
term "product" is not limited to physical commodities. In marketing, products also refer to services
such as holidays or movies, in which you can enjoy revenue without having to own the results of
the service.

Companies must consider three different products: core products, actual products, and enhanced
products. The core product is the product purchased by the consumer and the benefits it brings.
Coca-Cola customers are buying a variety of soft drinks. The actual products are parts and
functional components, which are the core products. Consumers will buy Coke products because of
the high standards and high quality of Coca-Cola products. Enhanced products are additional
consumer benefits and services provided to customers. Since soft drinks are a consumer product,
the level of increase is minimal. However, Coca-Cola does provide helpline and complaint
telephone services for customers who are not satisfied with the product or want to provide product
feedback.

Price:

Price is a prominent part of the marketing mix because it affects the supply and demand of Coca-
Cola. The Price of Coca-Cola products is an essential element that customers decide to purchase.
As long as most things are very similar, the Price is usually the price difference that prompts
customers to buy our products. Therefore, when formulating pricing policies, Price must consider

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

consumers and external influences to achieve a stable balance between sales and production costs
effectively.

Price strategy is essential for Coca-Cola because Price determines sales volume and profit per unit
of sale. Companies must set attractive prices for customers and provide them with a good level of
profit. Coca-Cola made consumer demand forecasts at different prices a long time ago, which
inevitably determines whether it is put on the market. Sufficient funds and resources are allocated
to produce, promote and distribute the product. 

Pricing Strategies And Tactics 

The pricing strategy that companies will use must focus on achieving the marketing plan's goals
and supporting product positioning, and considering external factors such as economic conditions
and competitors. There are five business strategies: market browsing pricing, penetration pricing,
loss leader, price points, and discounts. For many years, Coca-Cola has been using penetration
pricing to gain a foothold in the market and has won market share.

Its products have penetrated the market. Once customer loyalty is established in Coca-Cola, Coca-
Cola can slowly increase product prices. There is fierce price competition between Coca-Cola and
Pepsi products because each company is vying for customer recognition and satisfaction. So far, it
seems that Coca-Cola has been among the best. Although to obtain long-term profits, Coca-Cola
has to sacrifice short-term gains. In some cases, Coca-Cola either loses money to make ends meet,
but as you can see, all of this is for the best. Pricing method

Reasonable pricing settlements are based on an analysis of the Price the target customer is expected
to pay and what they consider good quality. If the Price is too high, the customer will spend their
money on other goods and services. If the Price is too low, the company may lose money and go
bankrupt.

Place and Distribution: 

P of the marketing mix Relate to the product's distribution, that is, the way the product is marketed.
The distribution of products starts from the producer and ends with the consumer.

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

A key element of "location/distribution" is that Coca-Cola chooses the various distribution channels
through which its products are transported and sold.

Choosing the most appropriate distribution channel is essential because the choice will determine
the level of sales and cost. The choice of distribution channel for any business depends on many
factors, including:

• How far away the customers are;

• The type of product being transported;

• The lead times required; and;

• The costs associated with transport;

Coca-Cola can choose four distribution strategies, namely: intensive, selective, exclusive, and
direct distribution. It is evident from the popularity of Coca-Cola products in the market that the
company used intensive distribution methods because the product was available at every possible
point of sale. From supermarkets to gas stations to local corner shops, you can find Coca-Cola
products wherever you go.

Promotion: 

In today's highly competitive environment, having the right product in the right place, at the right
time, and in the right place may still not be enough to make it successful. Efficient communication
with the target market is essential to the success of the product and business. Promotions are part of
the marketing mix to inform the market who you are, how good your products are, and where they
can buy them. Promotions are also used to persuade customers to try new products or buy more old
products.

A promotion mix is a combination of personal sales, advertising, promotion, and public relations
used in a marketing plan. Upgrades at the top of the line refer to mainstream media: through
television, radio, transportation, billboards, and other ordinary press, as well as advertisements in
newspapers and magazines. Since most targets are most likely to be exposed to media such as

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

television, radio, and magazines, Coca-Cola has used it as the primary form of promoting a wide
range of products. Although advertising is usually costly, it is the most effective way to remind and
display Coca-Cola products to potential customers. Coca-Cola also uses offline promotions, such as
contests, coupons, and free samples. These activities are effective ways to motivate people to try
your product.

References:

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date:
 AMA INTERNATIONAL UNIVERSITY – BAHRAIN
Salmabad, Kingdom of Bahrain
COLLEGE OF ADMINISTRATIVE AND FINANCIAL SCIENCES
2nd Tri, SY 2020-2021
FINAL PROJECT
BUSI433– Principles of Marketing
Total Marks: 30

Cocacolabranding. (2016, September 06). Brand meaning – imagery and performance. Retrieved
March 30, 2021, from https://cocacolabranding.wordpress.com/2016/09/02/brand-meaning-
imagery-and-performance/

Coca=Cola. (2021, March 28). Retrieved March 30, 2021, from https://en.wikipedia.org/wiki/Coca
%3DCola

Coca-Cola essay | ESSAY. (n.d.). Retrieved March 30, 2021, from

http://www.bookrags.com/essay-2003/6/14/53228/5227

Purpose & company vision: The Coca-Cola Company. (n.d.). Retrieved March 30, 2021, from
https://www.coca-colacompany.com/company/purpose-and-vision

Kasi, & *, N. (n.d.). Coca Cola marketing plan. Retrieved March 30, 2021, from
https://marketingmixx.com/coca-cola-marketing-plan/

The Coca-Cola Company: Refresh the world. make a difference. (n.d.). Retrieved March 30, 2021,
from http://www.thecoca-colacompany.com/

Prepared by: Reviewed / Checked by:

Verified by Approved by:

Dr. Samrena Jabeen Cecilia P. Lagaras Dr.Vinodh Natarajan Dr. Marluna Lim Urubio
Course Coordinator Department Head Associate Dean College Dean
Date: Date: Date: Date: