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Coca-Cola Case Study

Essay by   •  January 5, 2011  •  Case Study  •  412 Words (2 Pages)  •  1,636 Views

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Founded in 1886, Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. Their corporate headquarters are in Atlanta, but have local operations in over 200 countries around the world.

Some of the key success factors for Coca-Cola include a great product, a successful brand image, fun advertising, creative marketing, variety of products and most important a thriving future. They have been around for many years and have been able to establish themselves as a dependable, trustworthy company that their customers can rely on to produce a delicious product.

Coca-Cola's vulnerability lies not only in its fierce competition but also in the ever changing global world it has to keep up with. With new technologies and a shift to electronic commerce, they will have to continue to develop new and exciting ways to get new customers while still maintaining their current customers. They have been very successful in the past with their popular television advertisements and their catchy radio jingles but with the new technologies like TiVo, that allow consumers to by pass television commercials and new XM radio that is completely commercial free. This is forcing Coca-Cola to be even MORE creative than ever before to reach its customers.

If I were to talk with Coca-Cola's senior marketing executives, I would first compliment them on their tremendous success thus far in the beverage market. I would then encourage them to be innovative in their marketing strategies, especially to the younger generations. They are up to date with the times and the best way to reach them is by using fun, spunky, new technology. It is also important to develop new products especially that compliment the latest diet. This shows customers that Coca-Cola does care about them and their desires to lead a healthier lifestyle and that they are willing to develop new products to assist in this endeavor.

Coca-Cola knows what it takes to be successful in a competitive world. Since they began in 1886, Coca-Cola has continued to develop new and innovative products enabling them to reduce costs, stay competitive and increase their overall profitability.

This case study shows that even a company that began over 100 years can continue to be successful and remain the best in the business. This only happens when management forces



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