Marketng Research Paper Example | Topics and Well Written Essays - 1250 words

Marketng - Research Paper Example This paper will analyze both the Coca Cola’s traditional marketing mix and the internet marketing mix with regard to its business operations in the UK market. While analyzing the company structure, it is clear that the power of Coke products raised the company to the top of the world’s soft drink industry. The company has been introducing timely changes in packaging. However, the company gives great emphasis on customer interests while introducing any change. For instance, Coca Cola introduced a new recipe for Coke in 1985 and it was rejected in the market. Subsequently, the company went back to the ‘classic’ Coke in order to better serve the customer needs (â€Å"Coke Lore..†). Currently, the company produces and markets over 2800 beverage products including Sprite, Fruitopia, and Fanta. The packaging size ranges from 300 mL to 2 litres. Surveys indicate that the Coke is one of the well known trade mark in the word. The company’s well brand image adds value to its market reputation. Coca Cola follows a competition based pricing strategy to maintain its market share since a large number of firms are operating under soft drink industry. Hence, the price of Coca Cola brands notably varies with time. However, it is identified that the company prices are readily accepted in the market due to its increased rate of demand. In addition, the company brings changes to its price structure in accordance with seasonal demand fluctuations. To illustrate, Coca Cola management sets higher prices for its drink products during the summer season and lowers the prices in the beginning of the winter season. Coca Cola is one of the leading global brands and hence it is easily available across the globe. Presently, Coca Cola products are distributed to more than 200 countries under nearly 450 brands (â€Å"The chronicle..†). The company specifically focuses on needs and preferences of each region or country