SWOT/TOWS Matrix

Progress Report

-This week we have been discussing the SWOT/TOWS matrix and applying it to our chosen brand, Coke Zero. 

- We have highlighted a handful of the internal strengths and weaknesses of the company, as well as looking at the external threats and weaknesses the company may face. 

- We also talked about which are the most important opportunities and the most serious threats and looked at ways to capitalise the opportunities and minimise threats using the strengths and weaknesses of the company. This is covered in the TOWS matrix below. 

Individual/Group Contribuition

Strengths:
-Coke Zero distributes to over 200 countries, consequently showing it has an extensive and broad target market.
-The brand has been established for over a century and has evolved to become a leader in the soft drinks sector, making it a well respected and dependable company. Coke Zero was the company's biggest launch in 22 years. (1)
-Coke Zero may use revenue from other sectors of the company. 

Weaknesses: 
-There are negative connotations with the brand being "unhealthy," as it contains various artificial sweeteners, including the ingredient, "Sodium cyclamate" which was banned by the FDA and in Venezuela. (2)
-Competition from within the company from it's other products such as Diet Coke, full fat coke or other flavoured coke (vanilla, cherry, etc)

Opportunities: 
-There is an increasing demand for healthier drinks products in the market at the moment
-As well as healthier drinks, the demand for ready-to-drink on the go consumption has increased, regardless of the recession. (3)

Threats: 
-Competitors that provide similar sugar free alternatives, such as Pepsi Max or Dr Pepper may intrude upon Coke Zero's target market.
-The recession has meant people have limited disposable income and are less likely to spend money on soft drinks. - (Group contribution)

Action Points:
Next week we will talk about CSF's (Critical success factors) based on our TOWS analysis. - - We will use evidence based analysis and justification and include some final recommendations.
- We will choose one CSF and one final recommendation each to individually discuss.

Written by: Katie & Alice
Referenced by: Alice

(1) - Martin Hickman. (2006). Introducing 'Bloke Coke' - is this now the real thing?. Available: http://www.independent.co.uk/news/media/introducing-bloke-coke--is-this-now-the-real-thing-406556.html. Last accessed 15th Oct 2013.
(2) - Lily Tythan. (2010). COKE ZERO HEALTH RISKS. Available: http://www.livestrong.com/article/327009-coke-zero-health-risks/. Last accessed 16th Oct 2013.
(3) AC Nielsen. (2010). Coke Winning A Recession. Available: http://www.coca-cola.co.uk/press-centre/2010/march/coke-winning-in-a-recession.html. Last accessed 8th Oct 2013.