Building on last weeks Coca Cola topic, I have attached your work from last week for your reference. Purpose of Assignment To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business. Assignment Steps To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. In Week 2, create the Research section of your plan. Create the research section of your marketing plan in minimum of 700 words.Include at least 3 elements of the Research List of Topics (see list below):Research List of Topics:Primary ResearchSecondary ResearchConsumer AnalysisCustomer ProfileContinuous Consumer Monitoring & ResearchEnvironmental ScanningIdentify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological ForcesCurrent OpportunitiesPotential Future OpportunitiesCurrent ThreatsPotential Future ThreatDiagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political). All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.Develop the first two parts of the Target Market section, which includes an overview of the demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings).Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found. This assignment will be incorporated into your overall marketing plan for Week 6.Cite a minimum of three peer-reviewed references.Format your assignment consistent with APA guidelines.
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Running head: MARKETING MANAGEMENT
Name of Company
The company selected for this paper is Coca-Cola Company. This is an American based
beverage corporation which manufactures retails and markets non-alcoholic beverage drinks and
syrup. The Coca-Cola Company is well-known globally due to its brand and products. The CocaCola Company operates in all the countries in the world apart from only Cuba and North Korea.
This is a clear indication that is well-known within the globe and has been successful in the
beverage industry (Freeman & Martin, 2013). The Coca-Cola Company was invented in 1886. It
was later incorporated in 1862 and its headquarters are in Atlanta, Georgia.
Name of Product selected
The product selected is PowerAde. This is a special product from Coca-Cola Company
which is usually used during sports. The main target market for Powerade is the sports guys.
PowerAde combines electrolytes, carbohydrates with fluids for hydration and energy. It also
quenches thirst as well as replenishes carbohydrates and minerals lost during sporting activities
or any other intense activity.
General description of the company
Coca-Cola Company is the leading company internationally in the beverage industry and
operates in different segments which include Asia, Europe, Africa, Latin America and North
America. Coca-Cola licenses more than 500 non-alcoholic brands mainly sparkling beverages as
well as other beverages like water and energy drinks. Currently, Coca-Cola Company has 61,800
employees globally. As at 2017, Coca-Cola registered a total revenue amounting to 35,410,000
with a gross profit of 22,154,000 (Yahoo, 2018).
Freeman, B., & Martin, C. (2013). Coca-Cola Company.
Yahoo. (2018). Retrieved from https://finance.yahoo.com/quote/KO/financials?p=KO
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