You are marketing for Coca Cola, and the marketer must align the needs and desires of a particular group of customers with the assets and competencies of the firm to create value for the customer.
This requires not only knowledge of the customers and the market, but an in-depth knowledge of the firm itself.
What are the major market segments?
What are their motivations and unmet needs?
Who are the existing and potential competitors?
What are their strengths, weaknesses and strategies?