CRESTD and Coca Cola

In this learning activity, we will develop skills related todescribing the different forms of competition, regulatory forces, economic environments, sociocultural trends, technological trends and demographic shifts that shape marketing strategies. How can we use a CRESTD analysis to understand the landscape that we enter as marketers on behalf of a company?

Your challenge is to conduct an environmental scan of the soft drink industry in which Coca-Cola competes. Use external sources and your own knowledge as a consumer to complete an environmental scan documenting the facts and trends that will affect Coca-Cola's business going forward.

1. Review the products and brands sold by Coca-Cola. In Canada, Coca-Cola Canada offers five main product lines: sparkling soft drinks, water, juices, sports drinks, and iced teas. There are many changes occurring in this industry that can impact Coca-Cola's business.

Coca Cola Products

Sparkling Soft Drinks:Coca-Cola, Coca-Cola Zero Sugar, Coca-Cola Lite, Diet Coke, Fanta, Sprite, Barq's, andFresca. Water:Dasani, SMART Water, and Vitamin Water. Iced Teas:Gold Peak and Nestea

Sports Drinks:Powerade and Core Power Juices:Simply Beverages, Fruitopia, Minute Maid, Five Alive, and Odwalla

2. Identify the trends and changes that are occurring in the market that impact Coca-Cola's consumers.

3. Determine the impact that these facts and trends will have on Coca-Cola's business. 4. Come up with recommendation for Coca-Cola of a marketing idea you believe will be successful based upon your analysis.

Factors Environmental Scan:

Competitive factors

Regulatory factors

Economic factors

Socio-cultural factors

Technological factors

Demographic factors

Identify Facts and Trends:

Determine Impact:

Develop Ideas for Implementation: