Demographic -Demography of a country plays a crucial role in the business of an organization in country. Different age groups have different preferences. Some people are health conscious while some like to indulge themselves. Coca Cola introduced Coca Cola Zero which had zero sugar for those people who wanted to enjoy the authentic taste of carbonated drinks but worried about the sugar content. Minute Maid juices targeted those people who did not favour carbonated drinks. Coca Cola targets all age groups, income groups, genders, ethnicity and lifestyles in their advertisements.
Social – The life style preferences of the consumers have changed over years and the consumers have become more health conscious. The concern for nutrition by consumers led to decrease in sales of carbonated drinks thus bringing down the sales volume of Coca Cola. Coca Cola keeping in with the latest trend changed its marketing strategy. As a part of their changed marketing strategy they introduced, juices, health drinks and, energy drinks. The low sale of carbonated drinks in China and Taiwan led to introduction of Asian tea and milk drinks in these countries. Diet Coke was introduced for those people who were concerned with the sugar content and calories contained in the carbonated drinks of Coca Cola.
Technology- Technology nowadays has become backbone of every organization. The organizations keep updating their technology in order to have a competitive advantage. Coca Cola in order to improve its distribution channel introduced vending machines and dispensing machines. These machines help Coca Cola to enhance its customer base. Cans and bottles were introduced which were easy to carry thus making them more popular. Programmes and games were developed as a part of changed marketing strategy to attract the youngsters.
Economic- Economic factors like economic growth rate, labour costs, interest rates, exchange rates and several other economic factors of a country affect the business of Coca Cola.Coca Cola as a part of their changed marketing strategy started analysing the economic situation of a country before entry its market. This strategy helped Coca Cola and resulted in 72% net profit outside USA.