Marketing Plan for Coca-Cola in Myanmar
Module : MKT3017 Principles of Marketing Management 2014-2015Marketing plan for Coca-cola in MyanmarStudent name : MYAT THIN ZARStuent ID : 15418752Executive SummaryThis report is to plan an effective marketing for coca-cola in Myanmar. First of all, analyzing on the countryβs macro and micro environment is carried out to find out about the countryβs current politics, economics, technologies and social and then the current market review to get the general idea of the beverage market. Moreover the study of the competitorβs and consumerβs on the beverage is carried out to understand about relationship between the customers, beverage companies itself and suppliers. Second of all, the study of the coca-cola in Myanmar is done to research about the internal analysis of the company. SWOT analysis is then carried out depending on those research found by using those analysis. From then on, objectives were listed down in order to overcome those changes that were needed to be done. The most suitable marketing strategies were then chosen continued by the markeing mix going details on how it will be changed. Last step is to come up with the implementation plan to carried out the final decision and choice made to do for the marketing.
IntroductionCoca-Cola has entered to Myanmar market after more than 60 years. Company plans to invest $200 million dollars for a five year investment. βTheir focus is to increase production capacity, grow logistics including sales and distribution operations, and improve marketing and people capabilities.β (TCC.CS,2015). On the other hand, the company is helping in Myanmarβs economic and social by hiring, dealing and distributing and manufacturing through the local people. Hence, company has created over 22,000 job opportunities over the next five years. Moreover, company granted $3 million in order to support womenβs economic empowerment. βCompany aims to reach more than 100,00 outlets across the country through increased production and distribution capacity, including a second plant in Hlaing Thar Yarβ (TCC.CS, 2015)Table of ContentsExternal environment ββββββββββββββββββββ 4Macro environment ββββββββββββββββββββ 4 PEST analysis ββββββββββββββββββββ 4-5 Market overview ββββββββββββββββββββ 5Micro environment ββββββββββββββββββββ 5 Customer ββββββββββββββββββββ 5-6Competitors ββββββββββββββββββββ 6-7Internal environment ββββββββββββββββββββ 7Product ββββββββββββββββββββ 7 Price ββββββββββββββββββββ 7 Place ββββββββββββββββββββ 7 Promotion ββββββββββββββββββββ 7-8 SWOT analysis ββββββββββββββββββββ 8 Strengths ββββββββββββββββββββ 8 Weakness ββββββββββββββββββββ 8 Opportunities ββββββββββββββββββββ 8 Threats ββββββββββββββββββββ 8Objectives ββββββββββββββββββββ 9Strategy ββββββββββββββββββββ 9Product Development ββββββββββββββββββ 9Marketing Mix ββββββββββββββββββββ 10Product ββββββββββββββββββββ 10Price ββββββββββββββββββββ 10Place ββββββββββββββββββββ 10Promotion ββββββββββββββββββββ 10Market Implementation ββββββββββββββββββββ10-11Schedule ββββββββββββββββββββ10-11Marketing budgets βββββββββββββββββββ 11Marketing controls βββββββββββββββββββ 11Conclusion βββββββββββββββββββββββ 12References ββββββββββββββββββββββ12-14 1.0 External environmentMacro environmentPOLITICSWith an election coming up, Burma also known as Myanmar is getting agitated since the laws, regulations and policies will be changing in the future with the new government taking over. Aside from those new changes, the laws and policies have been kept changing without an early notice, moreover, not much implementation has been made about it. Burma was being ruled by the military and will be continue to rule even after the election. Therefore, military will be having the power in ruling the country and have the authority for the land. The censors and letting in the foreign company to come in to the country to do business has been opened. Lots of bribery and the under table money type of business are still being used. Coca-cola find it quite hard to adapt and meet with those constant changes in law and regulation and plus the company wouldnβt know when their land will be taken away by the military. Coca-cola will be facing more competitiors as the new beverage companies from foreign country will be coming in.