detailed market analysis

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As part of this assignment I will identify the objectives of the business based upon a detailed market analysis and I have chosen to analyse Coca Cola.

SWOT and PEST analysis

SWOT analysis

Strengths

The strengths for my product Coca Cola is that it is virtually the best brand in the world, therefore it has least  worries form competition, and the product will be advertised All over the world. The other strength is that teenagers will consume the drink, and would expect the drink to keep them going. This drink would be cheaper and easier to access as it would be replacement for tea and coffee.

Weaknesses

The weaknesses for coca cola zero product could be that it may need to establish it as a new product by its brand name in order to make it well known. The other weaknesses could be by adding less sugar on the product as there is concern about too much sugar in soft drinks.

Opportunities

The opportunity for launching Coca cola products is that it may be introduced under their own brand name. The coca cola company may decide to release a new product such as coke zero in a new market, such as the health club and in leisure centres as it may have less sugar in the drink.

Threats

The threats for the product could be that it may be high in fat, as people are more aware of their weight, this may lead to a loss in sales of the product therefore I will be adding carbohydrate on the drink. Although Coca Cola is the ‘world best brand’, if other competitors such as Pepsi decide to launch a similar product and succeed then this could affect the Coca Cola market heavily and lead to a failure of the product.  

PEST analysis

Political

The political aspects towards my product are also important as business decisions are influenced by political decisions. For e.g. although in recent years many people have been encouraged to become self-employed, there has been a feeling among many of these people that they are over-regulated. Influences include changes in the tax structure, privatisation and trade unions etc. Also if funds are collected from social programmes like computers for schools, then it will be helping the government develop technology in schools/colleges. Coca Cola may do this as the ring pulls and bottle tops are in different colour so the market can collect them.

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Economical

Though the economic environment is influenced by domestic economic policies, it is also dependant upon World economic trends. Rates of economic growth, inflation, consumption patterns, income distribution and many other economic trends determine the nature of products and services required by consumers, as well as how difficult it becomes to supply them.

Social

The social influence is regarding the people’s taste, interest and lifestyle and the effect that it may have on the product because people are more concerned about healthy living, therefore it may have a negative effect on the product because they ...

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