Utilising theory, concepts and tools explored in the module, Essay

Utilising theory, concepts and tools explored in the module, critically evaluate the strategic marketing of a product, service or business offering of your choice - Essay Example nder the segment of beverages is enhancing its brand image and portfolio to a significant extent thereby amplifying their portfolio and reputation in the entire globe. One of such reputed organizations operating successful in the segment of beverage is Coca-Cola. Coca-Cola is one of the reputed organizations, operating in the segment of carbonated soft drinks, since 1886. It is introduced in the region of Atlanta of Georgia, but expanded its wings in the entire globe very quickly and rapidly (Coca-Cola, 2014). It became possible mainly due to the presence of numerous product lines such as Caffeine-free coca-cola, Parsi Cola, Virgin Cola, Coca-Cola-Vanila, Coca-Cola Cherry etc (Coca-Cola, 2014). Due to which, it attained the reward of best global brand in the year 2011. Other than this, within a very small time frame, it enhanced its profit margin by 15.31 percent in 31st March, 2014 (Ycharts, 2014). Along with this, the market share and brand image of the organization of Coca-Cola enhanced with a significant extent that amplified its position and sustainability as well (Coca-Cola, 2014). The rationale of this essay is to analyse critically the strategic marketing policies used by the organization of Coca-Cola in order to promote its product, diet coke in the entire globe among other competing firms. Moreover, the essay also comprises of varied types of marketing concepts, theories and tools in order to evaluate the effective strategies used. Strategic marketing is the procedure to cope up with the policies and strategies of the existing competitors so as to amplify the brand value of an organization. Similarly, the process of strategic marketing is performed for the organization of Coca-Cola, in order to analyse the demands and requirements of its target market so as to fulfil it. Only then, the organization of Coca-Cola might become successful in amplifying its image and reputation in this aggressive market among many other rival contenders (Beall, 2010, pp.