Global Marketing and Advertising Management

Question: Discuss about the Global Marketing and Advertising Management. Answer: Introduction The purpose of the report is to provide a brief analysis about the brand Coca Cola and external environmental analysis about its product, Diet Coke. The purpose of the analysis is to present the current political situation that determines the product. It also discuss about the current economic system that is prevailing in the country. The report provides an overview about the external marketing analysis about Coca Cola. Coca cola is recognized as the largest brand in the world under the beverage industry. It was established in the year 1886 at Georgia. In terms of production and distribution channel, Coca Cola stands first among all the other bottling companies (De Mooij 2013). The structure of the report deals with the case background of the Company, its theoretical framework as well as the environmental analysis along with the opportunities and threats. The limitation of the report is that users can generalize the data that is used to make decision. Case Background In order to conduct the external environmental analysis of Coca Cola and one of its products, the country selected is Australia. Coca Cola had collaborated with Coca Cola Amatil in Australia and at present, it offers more than 250 products in Australia that includes energy drinks, sports drink as well as flavored milk. The Company realizes its requirements in order to be able to meet the ever-altering demands of the customers. The organization has been divided into two operating groups such as, Bottling investments and Corporate (Nguyen and Nguyen 2015). The organization has a separate global division structure as its global workers function separately and in isolation from head office. They mostly operate as an ethnocentric multinational company. The Coca Cola Company is one of the largest beverage companies with around 500 sparkling brands and 3800 beverages. The products range from regular as well as no-calorie sparkling beverages to still beverages. Such beverages comprises of fruit drinks, energy drinks, teas and coffees (Pendergrast 2013). According to reports, the company does not have a specific target market. However, most of the target market is geared towards youth however; some of the advertisements are customized for older individuals. On the other hand, diet coke targets mostly women as the term diet pleas to women. Mostly women between the age group of 18-35 years are regarded as the major target audience of Diet Coke. Similarly, working individuals with a hectic lifestyle also prefers diet coke. Theoretical Framework Environmental analysis is a strategic tool as well as a procedure that is used to identify all the external and internal elements. This in turn influences the performance of an organization. The level of threat and opportunity is also assessed with the help of this analysis. There are several strategic analysis tool that are used by a firm and the most used thorough analysis of the environment is the PESTEL analysis. The external environmental analysis plays a crucial role in order to shape the overall industries as well as individual business. With the help of this analysis, the managers of the company are able to keep their trade ahead of its competitors (Therivel and Paridario 2013). The relevant environments that are required to be analyzed under environmental analysis include political factors that take into account the political circumstances of the country. The economic factors comprise all the determinants of an economy. On the other hand, social factors include the exclusive mindset of a country. With the technological factors, business environment are largely influenced. Geographical location, climate and weather are all influenced by environmental factors. Environmental Analysis Competition: Coca Cola is facing key competition with Pepsi that is also amongst one of the leading beverage company. The major competitors of Diet Coke include Diet Pepsi and Pepsi Max. The worldwide sales of Diet Coke are greater as compared to Pepsi. Economic growth and stability: The economical factors are considered as the economic determinants of the economy. Diet Coke manages with instabilities in rate of interest by making the use of derivative instrument. Political trends: Coca Cola is a non-alcoholic beverage company that falls under the grouping of Food and Drug Administration in Australia. As a result, the Company requires making sure that all the ingredients that are used in diet coke, meet the FDA guidelines (Taber et al. 2014). Legal and regulatory issues: As the company is U.S.A based, it requires to adhere to rules and regulation of the U.S.A, in Australia. Hence, it requires to keep a check on the rules related to advertisement of diet coke. The company had also started recycling plants of diet coke where the bottles are recycled. Technological advancements: The organization been making the use of diverse packaging due to advancement in technologies. This in turn is making the bottles of diet coke more stylish that is attracting youth and women who are diet conscious. Socio-cultural trends: The Company is a B2C type of a company and as a result, it entails a direct relationship with its customers. As a result, the company is very precise about diet coke such that it can appeal to the people who are diet conscious (Cordon et al. 2016). Opportunities and Threats One of the major opportunities of the company is its diversification. Diet Coke is considered as the most diversified product as it is quite dissimilar to the other products of Coca Cola. It is also available in several flavors, which draw many individuals. As a result, the organization is able to set up inroads to a younger customer base. The selection of nutrition is considered as one of the major threats for Diet Coke. A cultural shift towards natural and organic products has led most of the customers to go for healthy beverages rather than diet items (Fernndez et al. 2016). Conclusion It can be concluded that the report provides a concise introduction about Coca Cola and one of its product, Diet Coke. This report shows that the company considers its customers base as the first priority while operating in both local and global levels. References Cordon, C., Garcia-Mil, P., Vilarino, T.F. and Caballero, P., 2016. New Business Models: Rocket Science. InStrategy is Digital(pp. 99-135). Springer International Publishing. De Mooij, M., 2013.Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Fernndez, J., Redondo-Blanco, S., Gutirrez-del-Ro, I., Migulez, E.M., Villar, C.J. and Lomb, F., 2016. 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