Marketing Management Coca Cola Case

15011 words, 61 pages

Intro Sample...


Chapter 2 What lies in the future of Coca-Cola?

2.1 Marco environmental scan
By performing a macro environmental scan, all opportunities and threats will become evident. The opportunities and threats cannot be influenced by Coca Cola or its competitors. The macro environmental scan is a tool which will help to give answer to the question: What are the opportunities and threats for Coca Cola?

2.1.1 Demographic environment
It is forecasted that the world population at 2025 will be as follows[1]:
|2000 |6.1 billion |
|2025 |7.9 billion |

This is a growth of 29.5 %.

Opportunity: Because the world population is increasing it is possible for Coca Cola to attract those new consumers and increase the market share to gain a higher profit.

The total world population in the different continents are[2]:
|Australian |0,6% |
|North Americans |5.2% |
|Russians |5.5% View More »

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