Failure of Coca-Cola Blak: An Analysis

Failure of Coca-Cola Blak: An Analysis

Introduction

Coca-Cola's strengths are significant, not least ownership of the world's most famous and most valuable brand. An unrivalled production and distribution system comes close behind, as well as years of experience. But Coke is wrestling with more insoluble problems, such as market saturation and a hugely fragmented consumer market which wants to move away from carbonated drinks - which it perceives to be unhealthy - but seems to have no clear idea of what it wants instead. That provides Coke with a threat to its established business, but also the opportunity to develop new products instead (and it has plenty of soft drinks already within its global portfolio to choose from). The secret, of course, is to find the right product mix, and to find it right now before the group's current flat performance topples into a decline (Coke Hopes for Boost from Coffee Variant, 2005). After some instability in the C-suite in the late 1990s and early 2000s, new CEO Neville Isdell successfully restored the company's drive and performance has steadily improved since 2004.

This paper presents an analysis of the failure of Coca-Cola Blak in the U.S. market and discusses whether the failure led due to the product's promotions strategy faulty or could it have been improved.

Failure of Coca-Cola Blak: An Analysis

How do goods and services hold stride with altering consumers' needs? Or more expressly, what can a business do to ascertain the pulse of the market so as to construct or change its products? This is not the normal vintage newspapers vs new debate. Ad bureaus and advisors occasionally help. Few CEO's stay round to develop the next large-scale thing like Steve Jobs and the famous iMac. And research? Contrary to well liked wisdom, study is not habitually ...