Στρατηγικές marketing σε εμπορικές επιχειρήσεις : μελέτη περίπτωσης Coca-Cola Company

Χριστοδουλάκης, Απόστολος

Marketing strategies in commercial businesses : a case study of Coca-Cola Company

Master Thesis

Author

Χριστοδουλάκης, Απόστολος

Date

2023-09

Abstract

This paper presents a comprehensive overview and analysis of commercial enterprise marketing strategies, focusing on the renowned Coca-Cola Company as a case study. The evolution of marketing as a concept over time is explored, emphasizing its crucial importance in driving business success. Various types of marketing strategies commonly employed by enterprises are categorized, and the classic 4Ps of the marketing mix — Product, Price, Place, and Promotion—are introduced. The challenges faced by businesses in implementing effective marketing strategies are also identified. This paper presents a comprehensive overview and analysis of marketing strategies in commercial enterprises, with a focus on the famous Coca-Cola Company as a case study. The evolution of marketing as a concept over time is explored, highlighting its crucial importance in promoting business success. Various types of marketing strategies commonly used by businesses are categorized and the classic 4Ps of the marketing mix - Product, Price, Place and Promotion - are presented. The challenges faced by firms in implementing effective marketing strategies are also identified. It delves deeper into the concept of strategy and business orientation by introducing three dimensions of strategic orientation - brand orientation, market orientation and entrepreneurship orientation. Each dimension plays an important role in shaping a firm's approach to its target market and competition. The paper performs an in-depth analysis of the marketing mix strategies, focusing on the impact of the 4Ps on firm performance. A case study of the Coca-Cola Company is presented, analyzing the company's marketing strategies in the context of the market and competitive environment. A comparative study with its competitor, Pepsi, provides insights into Coca-Cola's approach to marketing, highlighting the company's successes and challenges. The factors that influence the implementation of marketing strategies in commercial enterprises are explored, which include both internal and external elements. Internal factors include the organizational structure, available resources and capabilities of the firm, while external factors include market dynamics, customer behavior, industry trends and the role of government policies. Based on the research conducted, the paper presents the results and provides actionable suggestions to enhance the implementation of marketing strategies in commercial enterprises. The implications of different strategies are thoroughly analyzed and practical recommendations are offered to improve marketing effectiveness. The paper also explores the broader implications of these strategies for diplomatic relations between countries and their respective commercial enterprises. This study offers valuable insights for businesses seeking to optimize marketing approaches, providing a roadmap for sustainable growth and success in an increasingly competitive global marketplace. By understanding the intricacies of marketing strategies and adopting evidence-based recommendations, commercial enterprises can position themselves as industry leaders and foster meaningful engagement with their target audience.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/15720
http://dx.doi.org/10.26267/unipi_dione/3142

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα