Case study of Coca Cola and its strategy in the Russian Market

Bc. Maria Shkurenko

Bachelor's thesis

Abstract:

The aim of this dissertation is to study and analyse strategic and economic aspects of building a business in Russia on the example of the Coca-Cola company. The previously introduced aim is to be reached by taking the following steps: in-depth analysis of the Russia’s economic indicators; marketing analysis of the chosen enterprise; strategy planning based on the results of the marketing analysis. The theoretical part of the present thesis introduces the chosen company, explains the principles of the marketing analysis of the enterprise in question, and evaluates the main economic indicators of the Russian Federation. The practical part focuses on interpreting the business strategy of the enterprise described in the theoretical part, taking into consideration the outcomes of the marketing analysis. The summary of the work accomplished is presented in the conclusion of the present thesis.

Keywords

Strategic planning, strategy, marketing analysis, soft drinks market.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 16. 4. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 15. 6. 2018
• Vedúci: MSc Oldřich Dutý
• Oponent: Ing. Andrej Mazán, MBA

University of Finance and Administration

Bachelor programme / odbor:
Economics and Management / Business Management and Corporate Finance