Strategic Marketing Analysis of Coca-Cola Enterprises, Thomson Reuters, Rolls-Royce and Skandia

Résumé du document

Coca-Cola is the first company in the world selling sparkling beverages. The company is at the head of more than 500 sparkling drinks brands in more than 200 countries worldwide. The diversity of regions and culture (including buying behavior, occasions, religion, beliefs etc) are parts of the major issues facing this global brand. More precisely we can determine two key challenges for the Coca-Cola Company:
- Recognize market diversity and adapt products to it
- Leverage scale: be partners of world events like the Olympics games.

2) Efficiency and effectiveness will be ensured by accelerating economies of scale through:
- "Leveraging synergies and scale portfolio managing marketing projects"
- "Eliminating work duplication and focusing resources on innovation and executing with speed and excellence"
- "Building team trust and collaboration"
- "Simplifying marketing interfaces and decision making across regions"
These measures are looking to accelerate economies of scale

Extraits

[...] The DNA model provides users with instant access to the Coca-Cola way of marketing. We can identify three main benefits: - Internal PR: marketers share their practices across the different teams and regions - Real time up to date information: the idea of moving constantly - Virtual communication was enhanced by the use of the web and video conferencing applications. Thomson Reuters After the merger of Thomson and Reuter, the new company decided to create a new marketing organization. Thomson Reuters chose to change the marketing organization rather than integrate two very different marketing departments. [...]

[...] It is important to be aware of cultural diversity and adapt the model to it. This is not easy, and it takes time and money to be specific. But it must be kept in mind that a cultural shock will be catastrophic for the firm. Proposed bibliography 60 cas d'école en stratégie et marketing / Le Figaro entreprises 2004 Comment renouveler la stratégie marketing? : quand le cinéma peut inspirer les stratèges 2006 Automotive Management: Strategie und Marketing in der Automobilwirtschaft (German Edition) by Bernhard Ebel, Markus B. [...]

[...] - The change in the recruitment process: Linked with the creation of two new marketing functions, Rolls-Royce is looking for analytical capabilities and strong marketing skills for day-to-day activities, and a conceptual mindset and understanding of the industry for long- term activity. Both elements are a source of competitive advantage for Rolls-Royce and they have improved the positioning of the firm with its customers. Skandia The product/service of Skandia has to be adapted to the local market, in order to respond to the local need and be country specific (legal and taxation issues). The local market is important, but they must not forget to build a consistent global brand. Skandia is balanced between a global proposition and a differentiated offer. [...]

[...] Analysis of the marketing strategy of Coca-Cola, Thomson Reuters, Rolls- Royce and Skandia Coca-Cola Company Coca-Cola is the first company in the world selling sparkling beverages. The company is at the head of more than 500 sparkling drinks brands in more than 200 countries worldwide. The diversity of regions and culture (including buying behavior, occasions, religion, beliefs etc) are parts of the major issues facing this global brand. More precisely we can determine two key challenges for the Coca-Cola Company: - Recognize market diversity and adapt products to it - Leverage scale: be partners of world events like the Olympics games. [...]

[...] The market is also characterized: - by a long product life (15-20 years) - sales volume but high value” - High R&D investments for long product development timelines We may underline external environment, corporate responsibility, airline consolidation and legislative restriction which are also factors that influence the marketing activity. Day-to-day activities are focused on short term priorities. Long term marketing activities have to discover new trends and future opportunity for the company. Day-to-day and long term activities are opposite and complementary visions. That is why it's really difficult to manage both at the same time. Yet, in order to solve this conflict, or in other words to facilitate a better balance, Rolls Royce decided to create two new marketing functions aligned to distinct timelines. [...]