Coca cola on Facebook

Statement of the Coca-Cola Problems
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Introduction
Marketing is an essential aspect of any profit-seeking organization across the world. It is the process through which a product produced by the said company gets introduced and promoted to potential customers on its reach. There exist some strategies that facilitate marketing. Targeting, positioning, and marketing mix is some of them. The named plans need a lot of keenness when conducting them as failure to approach them correctly can lead to adverse results to the organization (Keller, 2016). Below is an explanation of the problems faced by Coca-cola about the coca cola case study.
Coca-Cola Lacked Specific Targets; They Should Have.
From the Onset, it is evident that the company lacked specific market targets, contrary to what one should have expected of a giant corporation like Coca-cola. Target marketing is an Important market segmentation aspect that involves partitioning a market into given segments. After that, a respective company or organization concentrates its marketing efforts on the identified parts consisting of its customers. As Camilleri (2018) establishes, target marketing can be distinguished by geography, buying power, demographics among other aspects. It's the responsibility of the company to identify the just mentioned variables during their market targeting and establish means of reaching and serving their consumers. Therefore, Coca-cola should have invested some substantial amount of capital and time to facilitate this marketing plan.

Coca-Cola Failed To Realise the Importance of Social Media as a Powerful Marketing Tool
Social media is an enhanced tool of marketing which is utilised to reach masses of consumers. With the introduction of smartphones and other portable Internet-enabled devices, many people across the world can be reached through social media (Moutinho, 2000). In contacting them, some aspects need be considered. Although the company had an official Facebook page, it did not gain substantial traction since the account created by the two individuals grew significantly, contrary to expectations. To counter this, Coca-cola had to establish a mechanism to have them incorporated or else; they were at risk of facing market failure.
Therefore, to avoid similar problems with social media marketing, companies should take time, and learn the fundamental aspects of the social media marketing relevant to them (Saravanakumar & SuganthaLakshmi, 2012). As such, they should then alter their strategies to capture the attention of the consumers and target audience using the identified social media platform.Such can be facilitated in some ways. For example, the company should have a dedicated social media team, focused on the same. Furthermore, the social media team should be aware of their consumer demands and ensure that whatever message put across its social media accounts remains relevant with the consumers’ expectations. Therefore, by not incorporating the named elements, the company’s social media promotion aspect failed.
Conclusion
Targeting, positioning, and the market mix is some of the fundamental aspects that are used by companies nowadays to enhance their marketing strategies. The named elements need to be approached with a lot of professionalism as failure to incorporate them appropriately impacts the organization adversely. In the Coca-cola case scenario, the company failed to target itself appropriately creating a social media competition. Furthermore, the company was unable to explore the Importance of media aspects, especially Facebook, as a marketing tool. One crucial aspect observed in this scenario is that the company rewarded the efforts of its fans by incorporating the Facebook account as one of their marketing tools.
References
Camilleri, M. A. (2018). Market Segmentation, Targeting, and Positioning. In Travel Marketing, Tourism Economics and the Airline Product (pp. 69-83). Springer, Cham.
Cravens, D. W., & Piercy, N. (2003). Strategic marketing (Vol. 8). Boston, MA: McGraw-Hill Irwin.
Keller, K. L., & Kotler, P. (2016). Marketing management. Pearson.
Moutinho, L. (2000). Segmentation, targeting, positioning and strategic marketing. Strategic management in tourism, 121-166.
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.