100%(11)11 out of 11 people found this document helpful
This preview shows page 4 - 7 out of 35 pages.
US. Below is a table of their market share.Source : Beverage digest ( -favorite-consumer-products-stock/)Source: Beverage DigestAbove is a comparison of the soft drinks brands in 2009 and 2010 in United States. Cokedominated the market with 26 percent of market share in 2009 and in 2010, thepercentage rose up to 42 percent. This shows that coke still remain the brand of choiceamong consumers in the past years.2.2 Macro-environmental PEST Analysis4
[ MARKETING PLAN COCA-COLA ]Political and Legal EnvironmentMalaysia enjoys a politically stable environment. The new Economic TransformationProgrammed (ETP) which allow the government to implement the right policies andprovide support for business and investment. This allows investors to keep calm andassured of Malaysia Government is flexible enough to accommodate their needs.However, all countries have their own rules. In Malaysia all business corporations in thefood and beverage industry have to follow the political and legal environment law ofother countries if the corporations are doing business in. In Malaysia, one of the law tobusinesses have to go through is the Halal products law. It is to assure that all theproducts are approved Islamically and must undergo through a strict cleanliness andquality control. Companies that failed to follow these rules will have a hard timepromoting or selling their products in Malaysia. So, Coca Cola had to incorporate withthe Halal law as Malaysia is a Muslim country. Besides, Malaysia has own Ministry ofHealth (MoH) where there will be some rules companies have to follow. Coca cola is anon alcoholic beverages and it will falls under the category of food and drugsadministration.Economic Environment(Source heritage.org/index/country/malaysia)The economic freedom in Malaysia’s score is 66.1, making its economy the 56thfreest inthe 2013 index. With 5.1 percent of growth in GDP (PPP), Malaysia is ranked 9thplaceout of 41 countries in the Asia Pacific region. The Malaysian economy has recorded anincrease averaging about 4.5 percent per year over the last five years. Besides, Malaysiahas high percentage of household income for food and other groceries product. There5
[ MARKETING PLAN COCA-COLA ]were an increased of expenditure on food and non alcoholic beverages in back 2010(Refer to appendices – food expenditure). However, recent increase of sugar price is dueto Malaysia government reducing the local sugar subsidies. The Malaysia governmentaim to promote a healthier lifestyle with less sugar intake in doing this. Therefore, it willcertainly have an impact to most of the soft drink companies in Malaysia where theymight have to increase their production cost.Social and Cultural EnvironmentMalaysia is a multi racial country and is dominated most by Malays, Chinese, Indians andothers. They have large spending power if combine together. Bahasa Melayu is theirofficial language followed by English and Chinese which most printed ads or TVcommercials used.