BRIAN JONATHAN ROSALES MUÑOZ

 How the target market changed over time

Well, Coca cola does not change their marketing plan, in fact they just expanded their target
because the target of coca cola the whole time were family, and now they expand their target and
they are focused on athletes and kids and so on.

 Whether you think the marketing manager should make changes to the products he/she
offers

He have to change the items to prepare the products because they need to be healthier, they
contain a lot of sugar in each drink.

Another recommendation could be improve the materials of the bottles because if coca cola were
more committed with environment, of course the will have more customers.

 Recommendations you might make to the marketing manager

Maybe we have to change the main idea about ads, because society needs more union and not
lose the hope to change. Everybody watch in Tv people of high society but we never seen how
they help to poor people.

 How the marketing manager might be more certain that any actions he/she takes will more
completely address the needs of the target consumer group

Maybe we have to return to the surveys but now through internet, it can shows how people need
more healthy products because the issue about overweight in our country is bigger and bigger,
and we do not want fat kids, well, people with heart problems or about overweight.

 The risk(s), if any, that are involved with implementing your suggestion(s)

As we know some people rather consume products harmful to health, for example, everybody know
about the damage that cause the cigarettes but they still consume cigarettes, it could be the main
problem but we have to stay focus because if Pepsi our principal rival makes comes true this
initiative the situation will be harder.

REFERENCES:
Armstrong, G., & Cunningham, M. H. (2012). Principles of marketing. Pearson Australia. Coca-Cola
Company (2016). About the Company. Data retrieved from http://www.coca
colacompany.com/stories/Coca-Cola-sponsorships/. Collier, K. A. (2014). A Case Study on
Corporate Peace: The Coca-Cola Company: Coke Studio Pakistan. Business, Peace and
Sustainable Development, 2014(2), 75-94. Data monitor. (2005). Global Soft Drinks: Industry
Profile. New York. Reference Code: 0199-0802. Egol, M., Peterson, M., & Stroh, S. (2014). How to
choose the right digital marketing model. Four clear paths for winning. Elmore, B. J. (2014). Citizen
Coke: The Making of Coca-Cola Capitalism. WW Norton & Company.

Strategic Marketing Plan for Coca-Cola - 2016 (PDF Download Available). Available from:
https://www.researchgate.net/publication/309126383_Strategic_Marketing_Plan_for_Coca-Cola_-
_2016 [accessed Mar 11 2018].