Abstract Coca-Cola Company is a giant corporation that specialises in manufacturing, retailing and marketing of about 500 brands of non-alcoholic beverages. The firm is present in about 200 countries across the world. It adopts a franchised system of distributing its syrup concentrate, which is sold to several bottlers globally. Strategic marketing approaches used by the Coca-Cola Company are aimed to increase consumer awareness and preference for the Company’s non-alcoholic beverages (Silverman, Sprott & Pascal, 1999; Jain, Haley, Voola & Wickham, 2012). In the light of increased global competition from its competitors, the Company has strategically positioned itself to maintain and increase its market share. In order to make strategic marketing decisions, the Coca-Cola’s marketing team conducts product research aimed to understand customer behaviour towards the company’s brand. This paper defines and analyses the following components that would have an impact on the Company’s marketing strategy: organisation’s capabilities, competition, markets and environments. The Coca-Cola Company’s organisational capabilities Organisational or corporate capabilities refer to the abilities of an organisation to achieve specific goals through a set of processes. First, consumer marketing is a core capability of the Coca-Cola Company that is crucial in shaping the Company’s marketing strategy. Companies make huge marketing investments so as to increase consumer awareness for their brand (Jain et al., 2012). The marketing investments made by the Coca-Cola Company have enabled the Company to achieve sustained market share growth, case volumes, and per capita consumption of its non-alcoholic beverages. The Company develops and implements both local and global marketing initiatives using market data obtained through the Company’s interactions with its bottling partners across the world. Research shows that organisations thrive in competitive markets by understanding market trends through consumer communications (Jain et al., 2012). Consumer communications developed by the Company could be vital in understanding the current brand positioning. Second, the Coca-Cola Company has a strong commercial leadership capability across the world. Research demonstrates that business organisations that have sound commercial leadership styles have better chances of thriving in markets characterised by perfect competition. The Coca-Cola Company is keen on understanding the customers’ needs because customers are crucial in distributing its products around the world. The Company ensures that its customers have beverage products and promotional materials all the time. Through this, the Company enhances its value and that of its customers. Through an effective commercial leadership capability, the Company is able to develop unique consumer experiences through unique beverage products and unrivalled delivery systems (Jain et al., 2012). Product merchandising and displays are also used by the Company to develop innovative consumer experiences across the world. To produce the right brands for consumers, the Company jointly implements brand-building initiatives with its customers. The Company further develops and executes marketing strategies at the point of sale by engaging with its customers to understand market needs that