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Business Analysis

BUSINESS ANALYSIS

TABLE OF CONTENTS

1.0) INTRODUCTION

2.0) MARKET SHARE

3.0) MARKET PENETRATION

4.0) MARKET DEVELOPMENT

5.0) PRODUCT DEVELOPMENT

6.0) DIVERSIFICATION

7.0) RECOMMENDATIONS

8.0) CONCLUSION

9.0) APPENDIX 1

10.0) APPENDIX 2

11.0) REFERENCES

1.0) INTRODUCTION

The purpose of this paper is to analyse Coca-Cola as an organisation
and to identify potential strategic growth opportunities (appendix 1).
In order to identify strategies that are likely to attract customers
and contribute to the success of the business as a whole, it is
necessary to consider a number of factors. This paper will begin by
discussing these critical factors including the nature of the
competitive arena (market share), market penetration, the development
of new markets, product development and product diversification
(Trifiletti, 2002). In order to develop strategic growth
opportunities, it is essential to analyse the current situation of the
company and the factors that are critical to future success (Grundy,
1995).

2.0) MARKET SHARE
=================

In order to select the correct growth strategies for the organisation,
it is necessary to analyse the organisation's current market share.
From the following information it is possible to ascertain that
Coca-Cola are currently the CSD market leader in many countries across
the world. In addition, trends in the market display little
fluctuation in terms of competing companies share of the CSD market.
In 2000, Coca-Cola was the best-selling soft drink in supermarkets in
the USA (Kotler, 2000). In the same year, Coca-Cola held a 44.1% share
of the American consumer soft drinks (CSD) market. Their closest
competitor was Pepsi, who held a 31.4% share of the overall market.
The CSD market remains to be Coca-Cola's primary line of business
activity. In essence, Coca-Cola may choose to diversify their product
range and attempt to...