The assignment "Marketing Plan Project: Coke Vita" talks about the new product idea, Coke Vita, that fits within Coca-Cola’s purpose. Coca-Cola Company is the largest firm in the non-alcoholic beverage industry. Like the other refreshing brands in the company’s portfolio, Coke Vita will help the company in meeting its mission. When considering introducing a new product to the market, it is important to conduct a situational analysis. The situational analysis, a company examines its internal and external environments to determine internal capabilities as well as external opportunities and threats. To conduct situational analysis, one of the most widely used tools is the SWOT analysis, which examines the internal strengths and weaknesses as well as the external opportunities and threats. One of the greatest strengths is Coca-Cola’s strong brand. As of 2014, Coca-Cola was the third most valuable brand after Apple and Google with an estimated brand value of $61.6 billion. The strong brand value is an internal strength because it enables the company to be more competitive. Another internal strength of the company is the wide range of products/brands portfolio that includes over 500 brands. This means that the company is able to serve various needs in the market with the different brands/products. Additionally, Coca-Cola has a global distribution network, which ensures that it is able to reach out to markets across the world. This extensive distribution network also ensures that the company’s sales are high.