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The research paper focuses on the marketing plan strategies used by the Coca Cola Company which was invented in 1886 by John Pemberton in Georgia. Since then, the company has improved and is now known famously for its flagship coca cola product. The paper focuses on the situational analysis for the company which analysis the customers’ behaviours and their preferences to products that the company produces. Company is another focus in the situation analysis where the study considers the strengths, weaknesses, opportunities and threats that the company has. These include recommendations of what the company needs to do in order to cover some of its weaknesses and methods to be followed in order to utilize the available opportunities while tackling some of the possible threats encountered by the company. PepsiCo is the major competitor of Coca Cola Company but through production of large number of brands and use of different methods of product promotion, the coca cola surpasses all of its competitors for over 5 years now and its performance is expected to continue hiking. SWOT, Situational, 4Ps Analysis

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