Coca Cola Company

Abstract

This report is based on the case studies of the Coca Cola Company. The case studies were based on critically analyzing the marketing strategies of the Coca Cola Company. The report helps in identifying the major issues and marketing strategies used by Coca Cola Company in establishment of its brand and in expansion of consumer base. Due to powerful competition in the beverage industry, Coca Cola Company needs to maintain high standards with latest technology based on processes to ensure quality by concentrate production to bottling and delivery of products.

Table of Contents

Introduction4

Discussion5

Coca-Cola's Marketing and Innovation Strategy5

Coca-Cola's Product Strategy of Developing Healthy Beverages5

Non-Carbonated Drinks Strategy6

Compare and contrast the performance of Coca-Cola and Pepsi7

Conclusion8

References8

Coca Cola Company

Introduction

Coca Cola Company was established by Dr. John Pemberton in Georgia in May 1886. The company has maintained a substantial growth in the past 125 years. The company has designed its system in an innovative way, which is helping in providing quality high productivity and profitability as per the organizational goals. Coca Cola is using different marketing techniques to make its brand highly appealing to the customers. In this way the company is posting highest profitability each year (Landi, 2011).

The Quality control department of Coca Cola Company is well controlled and is equipped with latest technology. Quality control department evaluates the products quality on the bases of ingredients, which are used in coca cola company's products and its packaging quality. Quality control department ensures the company that the products meet the requirements of the consumer prospect in the market and the company.

The Company has expanded beverages product line. The demand of coca cola products has amplified and suppliers want to fulfill the consumer demands by developing new markets in the world. Due to powerful competition in the beverage industry, Coca Cola Company requires high standards and latest technology based on processes to ensure quality by concentrate production to bottling and delivery of products.

Discussion

Coca-Cola's Marketing and Innovation Strategy

The Coca Cola Company has always served the market with commitment to become an exceptional market leader. The value creation process of Coke is the reason behind its competitiveness in the beverages market.

Coca Cola company, one of the leading beverages company of the world that holds a distinctive position in the market. The company's extended research efforts have helped a lot in maintaining brand image in the market. The marketing strategies of Coca Cola Company have helped the company to bring innovation in its products. The marketing capability has helped in achieving the Marketer of the year by AdAge. Coca-Cola Company has remained one of the most highly marketing focused companies (McKay, 2007).

The Coca Cola Company has introduced a large portfolio of brands. Consumer needs are adequately addressed by the company to gain customer loyalty and long term relationships. The company is effectively positioning its products, to build strong customer attachment.

Innovation is an important factor for creating value in the minds of the consumers. In this dynamic environment consumers are getting more focused towards innovative ...