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Analysis of Coca-Cola's Marketing Strategy
- 1 Ningbo Xiaoshi High School
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Abstract
In recent years, with the continuous improvement of people's living standards, people have paid more and more attention to their health. This has led to more and more people seeking fresh juice, diet drinks and other healthy drinks. As a representative of high-sugar and fat-prone drinks, what marketing means will Coca-Cola choose to ensure the survival of the company under this social background? In addition, how will different stakeholders be affected? In this article, we will use PESTLE, stakeholder, and SWOT analysis, as well as Enterprise Life Cycle (ELC) and Ansoff Matrix analysis, to demonstrate how Coca-Cola Company uses technology and innovative marketing strategies to gain a large number of loyal and long-term customers. It can be concluded that Coca-Cola made various decisions under the threat of other competitors in an environment where people pay more attention to their health.
Keywords
Coca-Cola Company, PESTLE analysis, SWOT analysis, business management
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Cite this article
Le,J. (2023). Analysis of Coca-Cola's Marketing Strategy. Advances in Economics, Management and Political Sciences,21,263-268.
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Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development
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