Question

Marketing analysis paper

Assess and analyze the distribution channels used by The Coca Cola Company. Compare and contrast each of these channels using clear and insightful critical analysis. Determine the elements to research to improve their global marketing position.

Answer 1

Distribution channels used by The Coca Cola Company

They follows two types of distribution cannels:

1. Direct selling: in this method , coca cola supply various products to retailers. these may be stores, restaurants, cinema halls etc. the company relies on self transport facilities to deliver the products. direct selling brings in only small part of the revenue.
2. Indirect selling: major part of revenue come from this channel. coca cola gets into partnership with various distributor agencies. the company supply productsto these distributors, who then make them available to retailers.

The firms distribution system is one of the most well planned and executed compared to all other drinks of the same category. It has such an impact on consumers and is so successful that even wholesalers and distributers need the product for their business’ success. Coke’s position on consumer’s mind makes it essential to retailers and wholesalers. They have achieved their goal due to this high visibility, and to the availability of their products all over the world, even remote places. The innovation they made in distribution channel is outstanding. Coca-Cola’s vending machines are also a way the brand stays true to its identity of sharing happiness and even with coke hug machines.

To improve their global marketing position they can consider the following:

1. They can bring in new product in their product line for example new diet flavors. after understanding the taste and preferences of the target customers in the prospective locations or market.
2. More emphasis on product quality as damaged products damage reputation and depress revenue.
3. Can adopt more CSR activites to enhance brand image and uplift positive corporate reputation.
4. More and more online campaign can be done . these need to be translated, localised according to the specific markets.
5. Conduct more paid campaigns in social media for a wider reach.
6. Sponsoring more global events and promotions helps in familiarity with the brand . It helps in brand recall.