1. Executive SummaryThis report provides details of a strategic marketing plan for the Coca-Cola company and its product, Coke Zero. First, a background of the company is provided and its product is analyzed through the target market and market positioning. The marketing mix is ​​then used to develop a marketing plan and a conclusion is provided.2. BackgroundCoca Cola is one of the world's leading and well-known beverage companies. Founded in 1886 by Dr. John Styth Pemberton. No matter what country it is produced in, people will recognize the drink as Coca Cola. They became a registered company on March 27, 1944. A businessman named Asa Griggs Candler purchased Coca Cola and his marketing strategy and tactics brought it to dominance. They have various products under their name which includes Diet Coke, Aquarius, Minute Maid, Fanta, Sprite etc. They have more than twenty-one different brands, from bottled water to Coca-Cola. The Coca Cola company targets people between the ages of 18 and 25. They satisfy people with their products. They have specific products for children and adults. They are very passionate about their marketing skills. Their ability to understand customer needs helps them create value for customers. They work with large retailers (chain) and small retailers who help them reduce costs and improve production or sales. More than 200 countries sell Coca Cola. They are not produced in all countries but are sold everywhere. Coca Cola also has a successful advertising business. Market segmentation and advertising have played aggressively into their success. They have been official sponsors of major events such as the Olympics, FIFA, etc. Every year, the company brings new foreign markets to offer different products for... location and individuals. Coco-Cola has made a huge impact when it comes to marketing their product while respecting different cultures and demographics. As a suggestion, I would recommend the company to provide and improve its R&D department and focus more on innovative products and get proper feedback from customers. The company should also devote itself to health awareness and health care departments, which can have a social impact on people and provide goodwill to the company. As the saying goes “Customer is the real king”, the company should be responsive to people, produce new and improved products that can give them the assurance that the enterprise is environmentally friendly and humane. To conclude, the market study was very successful, it gave us a clear idea of ​​the product's responses.