Marketing Audits Using Swot Analyses

Question: Discuss about theMarketing Audits Using Swot Analyses. Answer: Introduction Coca-Cola as a company is actually the largest beverage company the world over that is responsible for the manufacture of approximately 500 non-alcoholics beverage brands which are not only mostly beverage brands, but also enhanced waters, ordinary water, juice drinks, coffees, sports, and energy drinks and also ready energy drinks (Hansen, 2016). Through the companys distribution and bottling operations and independent distributors, bottling partners, retailers and wholesalers, the Coca Cola Company ensures that its branded beverage products are availed to its customers who are located in different parts in the world. Strengths of the Coca-Cola Company One major strength of Coca-Cola Company is that it has got strong marketing and advertising capabilities which even made it to become the largest advertiser in the world in the entire beverage industry. For instance, the company spend 3.976, 3.499, and 3.266 US billion dollars in the years 2015, 2014, as well as in 2013 respectively on advertising. Another significant strength of Coca-Cola Company is that it is one of the most widely recognized brands in the world and indeed, the classic red and white colors coupled with the signature logo effectively resonates with majority of consumers across the world. Weaknesses of Coca-Cola Company One weakness that Coca-Cola Company is facing is that of water management. Owing to the fact that water is the major ingredient for most of the products that the company manufactures (Grant, 2016). Water as a resource is quite critical for the prosperity of all communities across the globe and thus being a limited resource, it may face overexploitation by the Coca-Cola Company. This will ultimately result in a rise in demand for not only food, but also for other industrial and consumer products which require water in their manufacturing processes. Another significant weaknesses for the Coca-Cola Company is that there is fluctuation in foreign currency in that owing to the fact that its financial statements are usually consolidated in United States dollars, a decrease or increase in the value of the US dollar against other regions currencies highly affects the companys operating income, the balance sheets value, and the net operating value. Opportunities for the Coca-Cola Company Diversification has made it possible for Coca-Company to easily create a strong presence in the fast growing beverage industry (Sproegel, 2016). The company has thus developed jointed ventures and inroads with other stakeholders such as in health, energy, coffee, and drink sectors that have helped it to quickly bolster its bottom and top lines. The fact that some of the developing countries in the world are faced with water shortages that have resulted in lack of clean water has made the company to achieve higher sales through provision of clean bottled water. Threats Facing the Coca-Cola Company One major threats facing the Coca-Cola Company is indirect competition from companies such as the Dunkin Brands Group and the Starbucks. It can truly be asserted that even though such companies do not directly compete with Coca-cola, they actually place serious dents in the market share of the Coca-Cola Company. Another threat is that nutritious selections have led to the creation of negative perceptions of the companys products making some federal regulators to put excessive taxes on not only sodas but also sugary soft beverages. It can truly be asserted that even though using water as a major component of Coca-Colas products may lead to extinction of this major resource, it is also strength because the company provides clean water to populations who cannot afford it (BOLLAnD E.R.I.C, 2016). Bibliography BollanD, E.R.I.C., 2016. Competitors and Competitive Intelligence. Solutions: Business Problem Solving, p.161. Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley Sons. Hansen, J.T., 2016. Constructing a Product Brand Identity: The Case of Coca-Cola. Sproegel, M.J., 2016. Consumer Buying Behaviour on the Danish Soft Drink Market.