Fuel Marketing Plan
1. Marketing Plan: Phase 1 The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “FUEL” (For Unleashed Energy. Levels) will be marketed as a unique organic functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. Success will be seen by the market shares captured within the market, the strategy is to break into the healthy energy drink market and carry the company to the top spot as the market leader in the healthy functional drink segment.
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By far one of FUEL’s most important strengths is its invention and production by the Coca-Cola Company. Coca-Cola is one of the most recognized trademarks in the world. FUEL is also strengthened by Coca-Cola’s strong advertising campaign and marketing brand. The catchy slogans that they roll out every few years consistently become a household commonality. Production also plays a large part in FUEL’s strategy. FUEL’s product is produced and totally controlled by Coca-Cola. Only the Coca-Cola Company will produce, distribute, and sell FUEL products. The company’s bottling system is a great asset to the FUEL product line. Lastly, Coca-Cola's management structure is divided into five geographic groups plus the Minute Maid group. This diversity of the management structure allows each group to tightly control all of the functional areas. With an operation of this size this system is of great value. If the corporate structure was that of a single head overseeing the entire operation it is only conceivable that the head would lose touch with the arms.
Although Coca-Cola's decentralized management structure can be strength, it can also be a weakness. Coca-Cola currently does not have or set common corporate goals. Instead, each management region sets it own goals. This can be a major problem with the