Analysis of Coca-Cola's Marketing Strategy

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.