澳洲代写论文：可口可乐营销策略

澳洲代写论文：可口可乐营销策略

诸如人口和技术趋势，社会，经济，法律，政治和文化因素等宏观经济因素在形成组织的营销战略中起着至关重要的作用。在当今的全球经济中，组织必须定期分析这些宏观环境因素的影响来制定其营销策略。本文将探讨这些因素如何帮助可口可乐改进其营销策略。可口可乐是软饮料行业的全球领导者，但要保持这一领先地位，必须不断创新营销策略，掌握可能影响其发展的宏观经济因素。

宏观环境因素及其影响

政治 – 可口可乐坚持不懈地遵守由监管机构FDA设定的严格标准和规定。它也必须遵守它所在国家的不同规定。其业务受各国通货膨胀率，一国的政局和各国税制的影响。在中东地区，反美情绪导致了他们的产品被抵制，以及对“Zam Zam Cola”和“Mecca Cola”等本土品牌的偏好。为了缓解这种状况，可口可乐公司通过利用黎巴嫩流行歌星“Nancy Ajram”在其中东地区的广告宣传活动，重新制定了营销策略。它已经获得了丰厚的收益，因为这一举措已经达到了35％的市场份额。
文化 – 可口可乐是一家全球性的公司，但它必须适应其营销策略，以迎合各国当地的文化大众。例如，在巴西，可口可乐推出了“Kuat”以及其核心可口可乐，以利用当地人喜欢的饮料“瓜拉那”（一种当地的水果美味）作为其营销策略的一部分，以获得立足点。在中国，他们推出了品牌“Spritea”，一种独特的软饮料和茶，因为茶是中国人喜爱的饮料。在印度，可口可乐公司通过采购“Thums-Up”，根据当地口味及其营销策略进行调整，以适应“Thums-Up”及其核心品牌的积极调整。

结论

本文分析了可口可乐如何成功地控制外部环境的宏观经济因素。它认识到全球消费者所倡导的健康饮酒习惯，将软饮料的品种扩大到3500左右。他们独特的营销策略侧重于全球市场的“本地化”，但仍保留其“全球”品牌的本质。可口可乐在竞争激烈的软饮料市场中处于领先地位。

澳洲代写论文：可口可乐营销策略

Macroeconomic factors like demographic and technological trends, social, economic, legal, political and cultural factors play a crucial role in shaping the marketing strategy of an organization. In today’s global economy, it is imperative for an organization to periodically analyze the impact of these macro environmental factors to shape their marketing strategies. In this paper, how these factors have helped Coca Cola to evolve its marketing strategy will be examined. Coca Cola is a global leader in the soft drinks industry, but in order to maintain this leadership position, it has to continuously innovate in its marketing strategy and keep abreast of the macro economic factors, which could impact its growth.

Macro environmental factors and their influences

Political– Coca Colahas to unfailingly abide by the strict standards and regulations set by FDA, a regulatory body. It also has to follow the different regulations by each country where it is operating. Its business is affected by the inflation rate of the particular country, the political situation of a country and taxation system of every country. In Middle East, the anti- American sentiment led to boycott of their products and a preference for local brands like ‘Zam Zam Cola’ and ‘Mecca Cola’. In order to mitigate this situation, Coca Cola redrew its marketing strategy by leveraging the reach of ‘Nancy Ajram’, a Lebanese pop star in their advertising campaign in the Middle East. It has reaped rich dividends for them, as their market share has reached 35 percent with this initiative.
Cultural – Coco Cola is a global company, but it has to adapt its marketing strategy to cater to the local cultural populace of each country. For example, in Brazil, Coco Cola introduced ‘Kuat’ along with its core Coke offering to take advantage of the local’s preference for drinking ‘guarana’, a local fruit delicacy as part of its marketing strategy to gain a foothold. In China, they marketed the brand ‘Spritea’, a unique offering of a soft drink and tea, as tea is the favored beverage in China. In India, Coca Cola adapted by procuring ‘Thums-Up’ a spicier cola attuned to local tastes and their marketing strategy has been adjusted to promote both ‘Thums-Up’ and their core brands aggressively.

Conclusion

In this paper, how Coca Cola has successfully managed to control the macroeconomic elements in their external environment has been analyzed. It has taken cognizance of healthy drinking habits espoused by consumers worldwide to expand its repertoire of soft drinks to around 3500. Their unique marketing strategy focusing on ‘local’ touch in markets worldwide, but still retaining their essence of a ‘global’ brand has pitchforked Coca Cola as the leader in the highly competitive soft drink market.