Ben Cohen steps aside to let a professional manager take the CEO position.
Introduction Marketing report provides the effective and necessary information about the entire market of a particular product of an organisation. In this, present report, the external and internal environment analysis of Coca-Cola Amatil would be thoroughly discussed for further development of the process of production and the basic quality of the ingredients.
At the end of this report, there is SWOT analysis that can offer a perfect view about the strengths, weakness, opportunities and threat of Coca-Cola Amatil.
External analysis Market analysis The current situation of Coca-Cola Amatil in Australia suggests that this beverage company has contributed a weak price since few months, which is a compelling reason to damage the brand image of Coca-Cola Amatil.
The management of Coca-Cola Amatil has decided to provide discounts on MT Franklin brand in order to regain the lost situation of this company in various cities of Australia. Coca-Cola Amatil enjoys the Oligopoly market structure as this company encounter very limited competition in the soft drink industry of Australia.
Coca-Cola Amatil operates in large scale in the entire market of beverage industry of Australia as this brand has already secured multi-million dollar from its position of constant growth.
From the market survey and annual financial chart of Coca-Cola Amatil, it is a clear fact that the folks of Australia prefer this reputed brand only because of their quality and production process of variety of beverages rather than only carbonated drinks. The market of Coca-Cola Amatil is divided into two segments; the first segment includes the health conscious young people, aged in between and prefers to drink energy and fruity flavoured drinks.
However, the second segment consists of those customers who prefer carbonated soft drinks of Coca-Cola Amatil. No age and gender specification can be mentioned about this particular group and the market is completely divided into the soft drinks lover and non-soft drinks lover.
Industry Analysis In order to understand the size, growth and attractiveness of non-alcoholic beverage industry of Australia, Porter's Five Forces can provide a detailed view of the business and the position of Coca-Cola Amatil in the beverage industry. Rivalry among existing company: Coca-Cola Amatil encounters a strong sense of competition among the existence of other enterprises in the beverage industry of Australia such as PepsiCo, Inc.
Nestle Waters France and Dr. Pepper Snapple Group, Inc. Bargaining power of customers: Bargaining power of suppliers: The bargaining powers of suppliers are moderate for Coca-Cola Amatil in Australia because of a large number of availability of suppliers for the raw ingredients of this company.
Threat of substitute products: The energy drinks, gourmet coffee from various luxurious coffee shops are the substitute products of the carbonated drinks of Coca-Cola Amatil. Threat of new Entrants: In opinion of Hattersley the potential threat arrives from small companies, which produce less expensive but tasty non-alcoholic beverages to satisfy the customers of Australia.
Those companies provide energy drinks and sports drinks are a threat for Coca-Cola Amatil. Competitor analysis In order to retain the standing position in Australian beverages industry, Coca-Cola Amatil has adopted few effective strategies.
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Kotler competitor classification is an adequate tool for analysing and assessing the level of competition in a particular industry. Following this tool is thorough manner; Coca-Cola Amatil has selected at first the major competitor of it in beverage industry of Australia and has made strategies accordingly.
The higher management of this company has chosen the desired goal and choose particular strategies.
According to Metzgerthe basic aim of this tool is to provide the customers more facilities with the product in less expensive prices for satisfying them.
Customer satisfaction is an important factor for any kind of organisation, which determines the level of competition in the industry. Kotler Competitor classification helps Coca-Cola Amatil to know in a detailed manner about the intense level of competition in the non-alcoholic beverage industry of Australia.
For instance, the brand image, price, quality of product play a vital role in the retention of customers, and this determines the existence of constant increasing competition in the beverage industry. In this continuing year, the financial report has revealed a necessary fact about the position of Coca-Cola Amatil with its competitor companies in the Australian industry of beverages.We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads.
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