1

Greenwich University
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Marketing Plan Of Coca-Cola

I I I

Shahzaib khan I

Bs55 6402
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Abstract

The ICoca-Cola ICompany Iis Ione Iof Ithe Ileading Imanufacturers, Idistributors, Iand Imarketers

I of Inon Ialcoholic Ibeverage Iconcentrates Iand Isyrups. IThey Iproduce Inon Ialcoholic Ibeverage

I concentrates Iand Isyrups Iwhich Iare Isold Ito Ibottling Ipartners. IThe Ibottlers Iusually Iadd Icarbonated

I water Iwith Ithe Iconcentrates Iand Isweeteners Iand Ithen Ibottle Ithe Iproduct Iand Isell Iit Ito Iwholesalers

I or Iretailers. ICoca-Cola Iowns Imore Ithan I400 Ibrands Iin Iwhich Ithey Imarket Ifor Iin Iover I200

I different Icountries I(Coca-Cola IDatamonitor, I2007). ICoca-Cola Isells Ia Ivariety Iof Isoft Idrinks,

I juices, Isports Idrinks, Iteas, Iand Iwater. IThey Ioperate Iin Ieight Isegments, Ibut Imost Iof Itheir Irevenues

I come Ifrom Ithree Iof Ithose Isegments. ITheir Ithree Imajor Isegments Iare INorth IAmerica, ISouth IAsia

I and Ithe IPacific IRim, Iand IBottling IInvestments. ITheir Ifive Iother Isegments Iinclude IEurope; INorth

I Asia, IEurasia Iand IMiddle IEast; ILatin IAmerica; IAfrica; Iand ICorporate. ICoca-Cola Ialso Ihas Ithe

I leading Ibrand I(Coca-Cola IDatamonitor, I2007).

Their Ivision Iis Ito Imaximize Iprofits Iand Ireturns Ito Ishareholders. ICoca-Cola Iwants Ito Ihave

I skillful Iworkers Iand Iinspire Ithem Ito Ido Ithe Ibest Ithat Ithey Ican. IThey Iwant ICoca-Cola Ito Ibe Ian

I enjoyable Iplace Ito Iwork Iat Iand Ifor Iemployees Ito Ibe Imotivated Iin Icoming Ito Iwork. IThe Icompany

I likes Ito Iobtain Ia Iproduct Iline Iof Ibeverages Ithat Isatisfy Ithe Ineeds Iand Iwants Iof Iconsumers. ICoca-

Cola Iwants Ito Ibuild Itrusting Irelationships Iwith Itheir Ipartners Iand Isuppliers Ialong Ithe Isupply

I chain. IAlso ICoca-Cola Iprides Iitself Iin Imaking Ia Idifference Iin Itheir Icommunity Iand Itheir Imany

I contributions Ithat Iwork Ito Iimprove Ithe Ienvironment. IThe Ibusiness Idecisions Ithat ICoca-Cola

I makes Iare Iguided Iby Itheir Ivalues. ITheir Imain Ivalues Iinclude: Ileadership, Ipassion, Iintegrity,

I accountability, Icollaboration, Iinnovation, Iand Iquality I(Coca-Cola ICompany I2006). ICoca-Cola

I has Iremained Isuccessful Iby Imaintaining Istrong Ivalues, Ivisions, Iand Imission.
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Marketing objectives

Future Igrowth Ifor ICoca-Cola Iwill Iemerge Ifrom Itheir Ifocus Ishift Itowards Ithe Iglobal Imarket Ias Iwell

I as Ithe Ihealth Iconscious Imarket. IThey Iare Iimplementing Iand Icontinuing Ito Ibuild Ion Itheir Iglobal

I strategy I(FrontPage, I2007). ICoca-Cola Iwould Ilike Ito Icontinue Ito Imarket Ito Icountries Iaround Ithe

I world Ioutside Iof Ithe IUnited IStates. IThey Iare Ihaving Igrowth Iin Iemerging Imarkets Iin ILatin

I America, Ithe IBRIC, Iand IWestern IEurope I(FrontPage, I2007). IThis Iwill Ibe Itheir Imajor Ifocus Iin Ithe

I future, Ibecause Ithey Ifeel Ithis Iis Iwhere Itheir Imajor Igrowth Iopportunities Ilie.

Consumers Iare Imoving Itowards Ia Ihealthier Ilifestyle, Iwhich Iin Iturn Iis Icausing ICoca-Cola Ito

I expand Itheir Iproducts Ito Icontinue Ito Imeet Itheir Ineeds. IThey Iwould Ilike Ito Ifocus Ion Iproviding

I juices, Isport Idrinks, Iand Iwater Ilines Ithat Iwill Iaim Iat Ithe Imore Ihealth Iconscious Imarket. ICoca-Cola

I has Ibeen Iperforming Itrials Ion Itheir IMinute IMaid IHeart IWise Iorange Ijuice Ito Iprove Ithat Iit Idoes

I help Ilower Icholesterol Iand Iimprove Ihealth. IAlso Ithey Iare Ihaving Itrials Ifor Itheir IEnviga Igreen Itea

I which Ican Ihelp Iboost Imetabolism. IThis Inew Imarket Iis Ihuge Iand Icreates Ia Ilot Iof Igrowth

I opportunity Ifor ICoca-Cola I(Credeur, I2007). I“The Icore Iof Iour Ibusiness Iis Ihealthy Iand Iit’s Ipoised

I to Icapture Isignificant Igrowth Iover Ithe Icoming Iyears” I(Credeur, I2007). IConsumer Ibehavior Iis

I changing Itherefore ICoca-Cola Imust Iadjust Itheir Imarketing Istrategies Iand Iproduct Ilines Ito Imeet

I the Iconsumers’ Ineeds. I

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Industry IAnalysis

The ICoca-Cola ICompany Ifalls Iin Ithe Ibeverage Iindustry Iwith Imany Iother Ideveloping

I companies. ILeading Ithe Ibeverage Iindustry Iby Igenerating Irevenues Iof I$24,088 Imillion Idollars,

I Coca-Cola’s Iclosest Icompetition Iin Ithis Iindustry Iis ICoca-Cola IEnterprises Iand IAnheuser-Busch.

I Others Ithat Ifall Iinto Ithe Iindustry Iinclude IPepsi IBottling, IMolson ICoors IBrewing, IConstellation

I Brands, IPepsi IAmericas, Iand IBrown-Forman I(Fortune I2007).

The Ibeverage Iindustry Iis Imoving Itoward Ithe Imore Ihealth Iconscious Iconsumer. IThe Imarket Iis

I shifting Ifrom Isoft Idrinks Ito Ijuices, Isport Idrinks, Iand Iwater Iproducts. ITo Iremain Icompetitive ICoca-

Cola Imust Ialso Ienter Iinto Ithis Imarket Iand Ifollow Ithe Ihealthier Itrends. I” IIn Imany IEuropean

I countries, Ithe Iincreasing Iconsumer Itrend Itoward Ia Ihealthier Ilifestyle Icontinues Ito Igrow Idemand

I for Ifunctional Ibeverages Ithat Ioffer Iphysical Ior Imental Iwell Ibeing, Ilower Icalories Iand Iother Iadded

I values” I(Fuhrman, I2007). IConsumers’ Ivalue Iproducts Ithat Iare Igoing Ito Ihelp Ithem Ilive Ia Ihealthy

I lifestyle Iand Ifeel Ibetter Iboth Iphysically Iand Imentally. I

SWOT IAnalysis

Strengths

Coca-Cola Ihas Ia Ilot Iof Istrength Iin Itheir Imarketing Iplan Iand Ibusiness. IThey Iare Ithe Iworld’s

I leading Ibrand Iname, Iand Ithey Ihave Ia Ilarge Iscale Iof Ioperations, Iand Ihave Icontinuing Irevenue

I growth Iin Iall Iof Itheir Ithree Isegments. ICoca-Cola’s Ithree Imajor Isegments Iare ILatin IAmerica; IEast,

I South IAsia, Iand IPacific IRim; Iand IBottling IInvestments. IThese Iare Ithe Isegments Ithat Iearn Ithe

I highest Irevenues. IEach Iof Ithese Isegments Icontinuously Igrows Iin Irevenues Ieach Iyear. IThe
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I revenues Iearned Iin Ithese Isegments Ihave Ihelped IThe ICoca-Cola ICompany Ito Igrow Iand Iexpand

I (Coca-Cola IDatamonitor, I2007).

Coca-Cola’s Ibrand Iname Iis Ivalued Ihigher Ithan Itheir Ibiggest Icompetitor, IPepsi. IBusiness

I Week Ivalued ICoca-Cola Iat I$67,000 Imillion Iand IPepsi Iat Ionly I$12,690 Imillion. IThe Ibrand Iof

I Coca-Cola Iis Iknown Iglobally Iand Iallows Ithe Icompany Ito Ienter Inew Iand Iemerging Imarkets.

I Having Ia Istrong Ibrand Iname Ialso Iallows Ithem Ito Iexpand Itheir Icompany Iby Iadding Iproducts Isuch

I as ICherry ICoke Iand ICoke Iwith ILemon, Iand Iallowing Ithem Ito Imeet Idifferent Iconsumers’ Ineeds.

I Coca-Cola Iowns Ithe Ibrand Inames Iof ICoca-Cola, IDiet ICoke, ISprite, Iand IFanta Iwhich Iare Ifour Iof

I the Ileading Ibrands Iin Isoft Idrinks I(Coca-Cola IDatamonitor, I2007).

Coca-Cola, Iwith Ilarge Iscale Ioperations, Iis Ithe Ileader Iin Imanufacturing, Idistributing, Iand

I marketing Inonalcoholic Ibeverage Iconcentrates Iand Isyrups. ISelling Iin I200 Icountries, ICoca-Cola

I owns I32 Ibeverage Iconcentrate Imanufacturing Iplants. IThey Ialso Iown Ibottle Iwater Iproduction Iand

I beverage Ifacilities. IThe Icompany’s Ilarge-scale Iof Ioperation Iallows Iit Ito Ifeed Iupcoming Imarkets

I with Irelative Iease Iand Ienhances Iits Irevenue Igeneration Icapacity” I(Coca-Cola IDatamonitor,

I 2007).

Weaknesses

Coca-Cola Ihas Ithree Imajor Iweaknesses Ithat Ioccur Iinternally Iin Ithe Icompany, Ithey Iinclude:

I negative Ipublicity, Ipoor Iperformance Iin INorth IAmerica, Iand Idecrease Iin Icash Ifrom Ioperations. IIn

I 2006, ICoca-Cola Iwas Iaccused Iof Iselling Ia Iproduct Iwith Ipesticide Iresidues Iin IIndia Iand Ireceived

I negative Ipublicity. IThese Iresidues Icontained Iharmful Ichemicals Ithat Icould Idamage Ithe Inervous
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I and Ireproductive Isystems Iand Icould Ipotentially Icause Icancer. ICoca-Cola Iwas Iplagued Iwith

I harmful Ipublicity Imuch Ilike Ithis Iscenario Ithroughout Ithe Iyear. IThis Itype Iof Ipublicity Ican Iaffect

I their Ibrand Iimage Iand Idecrease Idemand Ifor Itheir Iproducts I(Coca-Cola IDatamonitor, I2007). ICoca-

Cola Ifocuses Ion INorth IAmerica Ias Itheir Imajor Itarget Imarket; Itherefore Iit Iis Iimportant Ifor Ithem Ito

I have Ia Igood Iperformance Ifor Ithe Itarget Imarket. IIn I2006, ICoca-Cola Idid Inot Iperform Iwell Iand Iits

I market Igrowth Iceased Iin INorth IAmerica. IThe Icompany Iactually Igot Iworse. IIf Ithis Ipoor

I performance Icontinues, Iit Icould Iaffect Ithe Ioverall Icompany’s Igrowth Iin Ithe Ifuture Iand Icould

I allow Itheir Icompetitors Ito Isurpass Ithem I(Coca-Cola IDatamonitor, I2007). ICoca-Cola Ihad Ia

I decrease Iof I7% Iin Icash Iflows Ifrom Ioperations Iin Ithe Iyear I2006. IThis Iaffected Ithe Icompany Iby

I reducing Ithe Iamount Iof Ifunds Iavailable Ifor ICoca-Cola Ito Ireinvest Iin Ithe Icompany I(Coca-Cola

I Datamonitor, I2007). ICoca-Cola Imust Ithen Ifinance Itheir Igrowth Iwith Idebt Iwhich Imakes Ithem

I vulnerable Ito Iinterest Irates.

Opportunities

Major Iopportunities Ifor Igrowth Ifor ICoca-Cola Iinclude Iacquisitions, Ithe Ibottled Iwater

I market, Iand Ithe Igrowing IHispanic Ipopulation Iin Ithe IUnited IStates. IThis Igrowing Idemographic

I segment Igives ICoca-Cola Ian Iopportunity Ito Itry Iand Ireach Inew Iconsumers Iand Iexpand Itheir

I product Ilines. ISome Iacquisitions Iof Ithe ICoca-Cola ICompany Iare IKerry IBeverages ILimited Iin

I 2006 Iwhich Iis Iheadquartered Iin IHong IKong. IBy Iacquiring IKerry IBeverages ILimited ICoca-Cola

I gained Icontrol Iover Idistribution Iand Imanufacturing Ijoint Iventures Iin Inine Imajor IChinese

I provinces I(Coca-Cola IDatamonitor, I2007). IThey Ialso Iacquired IApollinaris Iin IGermany, Iwhich

I sells Isparkling Iand Imineral Iwater. ICoca-Cola Ialso Itook Iover ITJC IHolding, Ia Ibottling Icompany

I located Iin ISouth IAfrica. IThey Ieven Iacquired Icompanies Iin IAustralia Iand INew IZealand. IThis

I enabled ICoca-Cola Ito Ihave Ia Istrong Ihold Ion Ithe Iglobal Imarket, Iwhich Ias Ia Iresult Ihelped Itheir
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I international Ioperations Igrow Iand Iget Istronger. IIt Ialso Igives Ithem Ian Iopportunity Ifor Igrowth Iand

I to Ienter Iinto Inew Imarkets.

The Iincreasing Ihealth Iconscious Imarket Iis Ijust Ione Iof Ithe Inew Imarkets Ithat ICoca-Cola Ihas

I shown Ia Igrowing Iinterest Iin, Ilike Ithe Ibottled Iwater Imarket. I“Bottled Iwater Iis Ione Iof Ithe Imost Ifast-

growing Isegments Iin Ithe Iworld’s Ifood Iand Ibeverage Imarket Iowing Ito Iincreasing Ihealth Iconcerns

I (Coca-Cola IDatamonitor, I2007).

Threats

Even Ia Ilarge Iand Isuccessful Icompany Ilike ICoca-Cola Ihas Iexternal Ithreats. IThree Iof Itheir

I major Ithreats Iare Iintense Icompetition, Idependence Ion Ibottling Ipartners, Iand Islow Igrowth Iof

I carbonated Ibeverages. IThe Inonalcoholic Ibeverage Iindustry Iis Ihighly Icompetitive, Ileaving ICoca-

Cola Iwith Imany Icompetitors Iin Itheir Iindustry. ITheir Ilargest Iones Iare IPepsiCo, INestle, ICadbury

I Schweppes, IGroupe IDanone, Iand IKraft IFoods. IThis Iintense Icompetition Iinfluences ICoca-Cola

I and Itheir Istrategies. IKey Iaspects Ithat Iare Iaffected Iare Ipricing, Iadvertising, Isales Ipromotion

I programs, Iproduct Iinnovation, Iand Ibrand Iand Itrademark I(Coca-Cola IDatamonitor, I2007).

The Ihigh Idependence ICoca-Cola Ihas Ion Itheir Ipartners Iand Isuppliers Imakes Ithem

I vulnerable. IMost Iof Ithe Irevenue Ithat ICoca-Cola Igenerates Icomes Ifrom Iselling Iconcentrates Iand

I syrups Ito Ibottlers, Iin Iwhich Ithey Ihave Ino Iownership Icontrol. IThese Idistributors Iand Ibottling

I partners Imake Itheir Iown Ibusiness Idecisions Iand ICoca-Cola Ihas Ino Isay Iin Ithe Ichoices Ithey Imake.
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I Not Ihaving Icontrol Iover Ia Imajor Iaspect Iof Itheir Ibusiness Iis Ia Imajor Ithreat. I(Coca-Cola

I Datamonitor, I2007).

Target IMarket

As ICoca-Cola’s Imission Istatement Istates Iit Iwants Ito I“refresh Ithe Iworld” I(Coca-Cola

I Company, I2006). ITherefore Ithe Icompany’s Itarget Imarkets Iare Iany Iand Iall Iconsumers Ithat Ihave Ia

I thirst Ithat Idemands Isatisfaction. IHowever, Ithere Iare Isome Ibrands Ithat Itarget Ispecific Iconsumers.

I For Iexample, ICoca-Cola’s IPowerAde Iis Ia Isports Idrink Ithat Iis Iaimed Iat Iathletic Imen Iand Iwomen,

I where Ias Iits Idiet Isoft Idrinks Iare Itargeted Iat Iconsumers Iwho Iare Iof Iolder Iage I(Clark, I2005). IThis

I type Iof Imarketing Iapproach Iis Ireferred Ito Ias Imarket Isegmentation. IMarket Isegmentation Iis

I defined Ias I“the Iprocess Iof Idividing Ia Imarket Iinto Imeaningful, Irelatively Isimilar, Iand Iidentifiable

I segments Ior Igroups” I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I212). ITwo Iways Iin Iwhich ICoca-Cola

I segments Iits Itarget Imarket Iare Iby Idemographic Iand Igeographic Isegmentation. IBefore I1960 Ithe

I Coca-Cola ICompany Ionly Ihad Ione Ibeverage Iaimed Iat Ithe Ientire Isoft Idrink Imarket I(Hair, ILamb, I&

I McDaniel, I2006, Ip. I212). ICurrently ICoca-Cola Ioffers Ia Iwide Irange Iof Iproducts Iincluding Icoffee,

I tea, Isports Idrinks, Ienergy Idrinks, Iwater Iand Itheir Iwell-known ICoca-Cola Isoft Idrinks I(Coca-Cola

I Datamonitor, I2007).

Market Isegmentation Iallows Ithe ICoca-Cola ICompany Ito Imarket Ito Ipeople Iwith Idifferent

I product Ineeds Iand Ipreferences. IFor Iexample, Iin Ithe Ipast Iyear Ithe ICoca-Cola ICompany Ifelt Ilike

I they Ineeded Ito Ifocus Ion Ithe Ineed Ithat Itheir Iproducts Isatisfy Ifor Itheir Iconsumers. IThey Icame Iout

I with Ia Ibeverage Iportfolio Ibased Ion I“seventeen Ineed Istates” Iof Itheir Iconsumers. ISome Iof Ithese

I included Irelaxation, Ihydration, Iweight Imanagement, Iand Iheart Ihealth I(MacAuthor I&Thompson,

I 2006). ITherefore Ithe ICoca-Cola ICompany’s Itarget Imarket Istrategy Iis Ito Isegment Ithe Ientire Isoft
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I drink Imarket Ito Ibetter Iunderstand Iand Idesign Imarketing Imixes Ithat Ispecifically Imatched Iwith Ithe

I characteristics Iand Idesires Iof Ieach Isegments.

Marketing IMix

Product:

In Iorder Ifor Ian Iorganization Ito Ibe Isuccessful Iit Ineeds Ito Ihave Ia Iwell-defined Imarketing

I mix. IThe Imarketing Imix Iconsists Iof Ithe Ifour IP’s; Iproduct, Iplace, Iprice, Ipromotion I(Hair, ILamb, I&

I McDaniel, I2006, Ip. I48). IProduct Iis Idefined Ias I“everything, Iboth Ifavorable Iand Iunfavorable, Ithat Ia

I person Ireceives Iin Iexchange” I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I48). IThe ICoca-Cola

I Company’s Iproducts Iconsist Iof Ibeverage Iconcentrates Iand Isyrups, Iwith Ithe Imain Iproduct Ibeing

I the Ifinished Ibeverages I(Coca-Cola IDatamonitor, I2007). ICoca-Cola’s Iproducts Ican Ibe Iviewed Ias

I both Ibusiness Iand Iconsumer Iproducts. IUltimately, Ithe Imain Igoal Iof Ithe ICoca-Cola ICompany’s Iis

I to Isatisfy Ia Iconsumer’s Ipersonal Iwant, Iwhich Iis Ithe Idefinition Iof Iconsumer Iproducts I(Hair, ILamb,

I & IMcDaniel, I2006, Ip. I248). IThe Itype Iof Iconsumer Iproduct Ithe ICoca-Cola ICompany Icreates Iis

I convenience Iproduct. IConvenience Iproducts Inormally Irequire Ia Iwide Idistribution Iin Iorder Ito Isell

I sufficient Iquantities Ito Imeet Iprofit Igoals I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I285). IIn Iaddition,

I the ICoca-Cola ICompany Ioften Ipays Ia Icertain Iamount Ito Iretail Istores Ito Iresell Itheir Iproduct.

I Therefore Ithe ICoca-Cola ICompany Iproducts Ican Ibe Iconsidered Ia Ibusiness Iproduct. IThe ICoca-

Cola ICompany Ihas Ia Ifairly Ilarge Iproduct Imix Iwhich Icontains Iabout I400 Ibrands, Iincluding Idiet

I and Ilight Ibeverages, Iwaters, Ijuice Iand Ijuice Idrinks, Iteas, Icoffees, Ienergy, Iand Isports Idrinks I(Coca-

Cola IDatamonitor, I2007). IThe ICoca-Cola ICompany Ihas Iincreased Iits Iproduct Imix Iwidth Isince

I 1960. IThis Ienabled Ithe ICoca-Cola ICompany Ito Ispread Irisk Iacross Imany Iproduct Ilines Irather Ithan

I depend Ionly Ion Ione Iand Ito Ihelp Igenerate Isales Iand Iboost Iprofits Iwithin Iits Iorganization I(Hair,

I Lamb, I& IMcDaniel, I2006, Ip. I287). IThe ICoca-Cola ICompany Ialso Ipackages Iits Iproducts Idifferent
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I sizes Ito Iappeal Ito Icertain Iconsumers I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I286). IFor Iexample, IDiet

I Coke Iis Iavailable Iin Itwelve-ounce Ior Ieven Isix-ounce Icans Iand Ivarious Iplastic Icontainers, Iranging

I from Itwo Iliters Ito Itwenty Iounces I(Coca-Cola ICompany, I2006). IThe ICoca-Cola ICompany Ihas

I increased Iits Iproduct Imix Iby Iproduct Iline Iextensions Ias Iwell Ias Icreating Inew Iproducts. IThe ICoca-

Cola ICompany Ihas Iextended Iits Iproduct Iline Iby Iintroducing Ia Ivariety Iof Idrinks I(“Will INew

I Cokes”, I2006). IThese Iinclude IVanilla ICoke, ICherry ICoke, ICherry IVanilla ICoke, ICoke IPlus Iand

I many Imore Ito Iattempt Ito Imeet Ithe Ineeds Iof Iall Iof Iits’ Iconsumers. IThe ICoca-Cola ICompany Ialso

I increases Iits Iproduct Imix Iand Ibroadens Iits Imarket Iby Ithe Iinnovation Iof Inew Ijuice Iand Isport Idrink

I products I(Marcial, I2007). IThis Ifairly Ilarge Iproduct Imix Ienables Ithe ICoca-Cola ICompany Ito

I satisfy Ithe Ineeds Iof Itheir Iconsumers’ Ithirst, Iwhatever Iit Imay Ibe. IThis Itype Iof Iproduct Imix Iallows

I the ICoca-Cola ICompany Ito Iachieve Iits Imission Istatement Iin Iwhich Iit Istates Ithat Iit Iwants Ito

I “refresh Ithe Iworld” I(Coca-Cola ICompany, I2006).

Place/Distribution:

Another Icrucial Ipart Iof Ithe Imarketing Imix Iis Iplace Iand Idistribution Iof Ian Iorganizations

I product. IPlace Iand Idistribution Istrategies Iare I“concerned Iwith Imaking Iproducts Iavailable Iwhen

I and Iwhere Icustomers Iwant Ithem” I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I48). IThe ICoca-Cola

I Company Istates Iin Iits Imission Istatement Ithat Iit Iwants Ito Ioffer Iits Iproducts Ito Iall Iconsumers

I globally I(Coca-Cola ICompany, I2006). IThe ICoca-Cola ICompany Iuses Iintermediaries I(i.e.

I retailers Iand Idistributors) Iinstead Iof Idirectly Iselling Ito Idistribute Iits Iproducts Iworldwide I(Coca-

Cola IDatamonitor, I2007). IThe ICoca-Cola ICompany Ialso Iuses Iintensive Idistribution Istrategies Ito

I make Isure Itheir Iproducts Ican Ibe Iavailable Ieverywhere. IOne Ilow Iprofile Itype Iof Iretailing Ithat Ithe

I Coca-Cola ICompany Idoes Ito Iincrease Iits Idistribution Iof Iits Iproduct Iis Ithe Iuse Iof Iautomatic

I vending Imachines. IThese Ican Ibe Ifound Iin Ia Inumber Iof Iplaces, Isuch Ias Ischools Iand Iconcert Ivenues
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I (Hair, ILamb, I& IMcDaniel, I2006, Ip. I411). ISince Itheir Iproduct Iis Ia Iconvenience Iproduct, Iit

I requires Ia Iwide Idistribution Iin Iorder Ito Imeet Iprofit Igoals I(Hair, ILamb, I& IMcDaniel, I2006, Ip.

I 285).

Recently Ithe ICoca-Cola ICompany Ihas Ifocused Imore Ion Itheir Iglobal Istrategy Ito Ihelp Ithem

I increase Itheir Igrowth. IMuch Iof Ithis Igrowth Iis Icoming Iout Iof ILatin IAmerica, Ithe IBRIC, Iand

I Western IEurope I(“Innovation, Iacquisitions”, I2007). ICurrently Imany IEuropeans Iare Ibeginning Ito

I be Imore Iworried Iabout Itheir Ihealth, Iwhich Ihas Iincreased ICoca-Cola’s IDiet ICoke Iand ICoke IZero

I sales I(Fuhrman, I2007). IIn Iaddition, Ithe ICoca-Cola ICompany Iis Iin Imany Iother Icountries Iincluding

I India Ithat Iare Iin Ithe Igrowth Istage Iof Ithe Iproduct Ilife Icycle I(“Marketing: INew Iproducts”, I2007).

I The ICoca-Cola ICompany’s Igrowth Iin Ithese Iareas Iare Icaused Iby Itheir Iimproved Imarketing Ito

I consumers, Ibetter Irelationships Iwith Ibottlers, Itheir I“live Ihappily” Icampaign Iin I200 Imarkets, Iand

I the Ilaunch Iof ICoca-Cola IZero. IThey Ialso Ilaunched IMinute IMaid Ijuice Iin IIndia Ias Iwell Ias IChina

I and IKorea I(“Marketing: INew Iproducts”, I2007). ITheir Iinnovation Iand Iintroduction Iof Inew

I products Ias Iwell Ias Itheir I“winning Iculture” Ihas Ihelped Ithem Ibegin Ito Igrow Iagain Iworldwide.

Promotion:

The Ifourth Iaspect Iof Ithe Imarketing Imix Iis Ipromotion Iof Ia Iproduct. IThe Ipromotions Irole Iin

I the Imarketing Imix Iis Ito I“bring Iabout Imutually Isatisfying Iexchanges Iwith Itarget Imarkets Iby

I informing, Ieducating, Ipersuading, Iand Ireminding Ithem Iof Ithe Ibenefits Iof Ian Iorganizations

I product” I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I49). ISince Ithe ICoca-Cola ICompany Ioperates Ion Ia

I global Iscale, Itheir Ipromotional Istrategy Ineeds Ito Iconsider Ithe Iexternal Ienvironment Iin Iwhich Itheir

I products Iare. IThese Iexternal Ienvironmental Ifactors Iinclude Iculture, Ieconomic Iand Itechnological

I development, Ipolitical Istructure, Idemographic Imakeup Iand Inatural Iresources I(Hair, ILamb, I&
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I McDaniel, I2006, Ip. I77). IFor Iexample, Ithe ICoca-Cola ICompany Ipromoted Iits Inew ICoke IZero Iin

I Australia Idifferently Ithan Iit Idid Iin Ithe IUnited IStates Ibecause Iof Ithe Idifferent Iexternal

I environmental Ifactors Iassociated Iwith Ithat Isegment I(Alarcon, I2007). IIn Iaddition, Ithe ICoca-Cola

I Company Ioften Ihas Ito Iadapt Iits Iadvertisements Iin Idifferent Icultures. IFor Iexample, Ian Iad Iin

I Singapore Iportraying Iteenagers Icareening Idown Ia Istore Iaisle Ion Ia Igrocery Icart Iwas Iperceived Ias

I too Irebellious I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I129). IThe Iultimate Igoal Iof Iany Ipromotion Iis Ito

I get Isomeone Ito Iby Ia Igood Ior Iservice. IThere Iare Ifour Imain Iaspects Iof Ithe Ipromotional Imix Ithat

I integrate Itogether Ito Icreate Ia Icompetitive Iadvantage Ifor Ian Iorganization. IThe Ifour Iaspects Iof Ithe

I promotional Imix Iare Iadvertising, Ipublic Irelations, Isales Ipromotion, Iand Ipersonal Iselling I(Hair,

I Lamb, I& IMcDaniel, I2006, Ip. I411)

The Iadvertising Ipart Iof Ithe Ipromotional Imix Iallows Ithe Iorganization Ito Ireach Ithe Imasses

I with Iits Iproduct. IThe ICoca-Cola ICompany Iwas Ibuilt Iheavily Ion Iadvertising Iand Imarketing

I investments. IToday Ithe ICoca-Cola ICompany Ispends Imost Iof Iits Imoney Ion Iadvertising Ithat

I maintains Ithe Ibrands Iawareness I(Hair, ILamb, I& IMcDaniel, I2006, Ip. I468). IThus Iadvertising Iis Ia

I main Isource Iin Iincreasing Iconsumer Iawareness. IThe ICoca-Cola ICompany Iuses Imany Iforms Iof

I advertising, Ifrom ITV Iadvertisements Ito Imagazines Iand Ibillboards I(Steinberg I& IVranica, I2004).

I One Itarget Isegment Ithat Ithe ICoca-Cola ICompany Iis Ihaving Itrouble Itrying Ito Iadvertise Ito Iis Ithe

I more Ioutdoor, Ihealth Iconscious Iand Ienvironmentally Ifriendly Iconsumer I(Steel, I2007). IThe

I advertisers Iare Iunsure Ihow Ito Iadvertise Ito Ithem Iin Ia I“green” Ifashion Iwhere Ithe Iadvertisement

I achieves Iits Igoals Iof Ipersuading, Iinforming, Iand Ireminding Ias Iwell Ias Ibeing Ienvironmentally

I friendly.

Marketing IResearch
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The ICoca-Cola ICompany Iis Ia Imass Icompany Iwith Imany Imarketing Ichannels. IThey Iare

I widely Idistributed Ithroughout Ithe Iworld. IMany Imarketing Idecisions Ithey Iface Iare Ibacked Iwith

I data Ior Iconflicts Ithat Iresult Iin Ithem Icreating Ia Ifancy Ior Ireasonable Isolution. IEven Ithough ICoca-

Cola Idoes Ian Iexcellent Ijob Iof Iquenching Ione’s Ithirst, Ithey Isometimes Ihave Itrouble Iunderstanding

I what Iregions Iof Ithe Iworld Ito Iemphasize Imarketing Icertain Iproducts Itowards.

To Istay Icompetitive, ICoca-Cola Iconducts Imarketing Iresearch Ito Itry Iand Ibetter Iunderstand Itheir

I consumers. ICoca-Cola Icreates Iproducts Iand Iservices Ithat Iwill Ihelp Ifit Iinto Ithe Ineeds Iand Iwants Iof

I their Imarketplaces. IThey Ihave Ifound Ithat Ipeople Iexpect Imore Ifrom Itheir Ibeverages. ITo Itry Iand

I fill Ithis Idesire ICoca-Cola Ihas Ideveloped Ithe IBeverage IInstitute IFor IHealth Iand IWellness. IThis

I institute Idevelops Iand Itries Inew Iproduct Iideas Ithat Ican Icontribute Ito Itheir Iproduct Iline. IIn

I additions, Ithe IInstitute Iworks Iwith Ithe IChina IAcademy Iof IChinese IMedical ISciences Ito Iresearch

I the Iactive Iingredients Iin IChinese Imedicinal Ibeverages Iand Isoups Ifor Ithe Ipotential Idevelopment Iof

I new Ibeverages” I(The ICoca-Cola ICompany IAnnual IReview, I2006). ICoca-Cola Iwants Ito Ibe Iable

I to Ikeep Itheir Imarket Ialive Iand Iconstantly Idrinking Itheir Iline Iof Irefreshments, Iso Ithey Icontinue Ito

I do Iresearch Ithat Iwill Ibenefit Itheir Iconsumers, Ias Iwell Ias Ibeing Ipotential Iprofits Ifor Ithe Icompany.

Coca-Cola Iwithin Ithe Ilast Idecade Ihas Ibeen Islowly Igrasping Ithe Iidea Iof Iintroducing Iand

I emphasizing Iproducts Ithat Imay Inot Ibe Iprofitable Iin Icertain Iregions Ito Iother Icultures Iwhere Ithey

I may Ifind Ivalue Iin Isuch Ia Iproduct. IFor Iinstance, ICoke IZero Iis Ia Iproduct Ithat Icarries Ino

I carbohydrates Ior Icalories Iand Iwas Inot Iquite Imeeting Ithe Iexpected Iprofits Iin Ithe IUnited IStates, Ibut

I Coca-Cola Istarted Ito Iadvertise Iit Imore Iin IEurope Ito Iareas Ithat Ito Ienjoy Iit. IThis Iregion Iseemed

I more Iconcerned Iabout Itheir Ihealth Iand Iwell Ibeing, Iwhich Icontributed Ito ICoke IZero Ibecoming

I more Iof Ia Iprofitable Iproduct.

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Coca-Cola Ialso Idevelops Iinteresting Imarketing Itechniques Isuch Ias Ibusiness Ito Ibusiness

I strategies Ito Imake Itheir Iproducts Imore Iappealing Ito Ithe Iyounger Igenerations. IAccording Ito

I marketing Iresearch, Iyounger Igenerations Iwill Ipay Imore Iattention Ito Iconsumer Iproducts Iwhen

I they Iare Iadvertised Iin Ia Imodern Iand I‘hip’ Iway. IFor Iexample, ICoca-Cola Iunited Iwith IiTunes, Iso

I that Iwhenever Isomeone Ipurchased Ia ICoca-Cola Iproduct Ithey Iwould Ireceive Ifree Isongs Ito

I promote Iboth Iproducts I(Fuhrman, I2007).Since Iin Iyounger Igenerations Iare Ivery Imusic Ioriented.

I This Irelationship Iproves Ito Ibe Ieffective Iin Ipromoting Itheir Iproducts Iand Iattracting Ito Ithe Iyouth.

Even Ithough ICoca-Cola Ihas Iinteresting Iways Ito Ipromote Itheir Iproducts, Ithey Ineed Ito Ifind

I an Ieffective Iway Ithat Iwill Isell Iand Ipromote Itheir Iwhole Iproduct Iline. IWith Imore Imarketing

I research, ICoca-Cola Iis Inow Ibeing Iscrutinized Ifor Iselling Itheir Iproduct Iin Ipublic Ischools. IUpset

I parents Iand Ischool Ifaculty Isee Ithe Icarbonated Idrinks Ias Icontributing Ito Ithe Ination’s Iobesity. IThe

I ban Ilimits Ithe Icompany Ito Iselling Iproducts Iin Ischools Ito Ichildren Iless Ithan Itwelve Iyears Iold. IThe

I company Ihas Ialso Iagreed Ito Ionly Iadvertise Ihealthier Iproducts Itowards Ithis Itargeted Imarket.

Organizational IStructure Iand IPlan

Coca-Cola Iimplements Ian Iorganizational Istrategy Ithat Ibetter Iinvolves Ithe Iemployees Iand

I customers. IThe Iultimate Igoal Iof ICoca-Cola’s Istructure Iis Ito Icontinually Ibuild Icustomer

I relationships. ICoca-Cola Ilikes Ito Ihave Ia Iflexible Iorganizational Istructure Ithat Iwill Ibe Icompatible

I with Ithe Imarket Ienvironment. ISince I2006, Ithe Imarket Ihas Ibeen Iseen Ias Ia Icomplex Ienvironment

I and Ito Ihelp Ifix Ithis Iproblem, ICoca-Cola Iconducted Ia Ithorough Icompany Ianalysis Ithrough Itheir

I departments Iand Isegments. IThey Iassembled Ia Idiverse, Imulti-functional Iexecutive Igroup Imix
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I from Iseparate Icountries Iand Idivisions. IThey Imixed Ithese Iexecutives Ifrom Ithe Iorganizational

I levels Iand Icreated Ia Inew Ibusiness Imodel Ithat Iwould Iaccommodate Ito Ithe Icentralized Ias Iwell Ias

I local ICoca-Cola Idivisions.

Coca-Cola Iclaims Ithat Ithe Iimpacts Iand Ibenefits Iof Ithis Inew Ibusiness Imodel Iare Ialready

I showing Iimprovements. IFor Iexample, I“Among Iour Iresults, Iwe Iimproved Iour Iefficiencies

I throughout Ithe Isupply Ichain, Igrew Iour Ivolumes Iof Isingle-serve Ipresentations, Iand Iincreased Iour

I (The ICoca-Cola ICompany IAnnual IReview, I2007). ICoca-Cola Ihas Ibeen Imaking Inew

I improvements Iall Iover Ithe Iglobe Ifor Itheir Ioperating Isegments.

The Ieight Ioperating Isegments Iin Ithe ICoca-Cola Iempire: INorth IAmerica; IEurope, INorth

I Asia, IEurasia Iand IMiddle IEast; ILatin IAmerica; IAfrica; IEast Iand ISouth IAsia, Iand Ithe IPacific IRim;

I Bottling IInvestments Iand ICorporate. IThen Ieach Iof Ithese Iregions Iis Ibroken Idown Iinto Ismaller

I segments. IThe ICoca-Cola Isegments Iwork Itogether Ias Iwell Ias Idependent Ifrom Ieach Iother Ito Ifit

I their Idemographic Isegments. IBut Iall Igroups Iprove Ito Ibe Isuccessful Iof Ishare Ithe Isimilar Iapproach

I and Iidea Ito Ioperating: Ito Icreate Ihappy Iconsumers Ithrough Itheir Iproducts.

Recently Iin I2006, ICoca-Cola Idecided Ito Imove Ithe Ioperating Igroup Iheadquarters Ito

I Johannesburg, ISouth IAfrica Ifrom Iits Iprevious Ihome Iin Ithe IUnited IKingdom. IThis Ienabled Ithe

I company Ito Ibe Icloser Ito Imore Ipotential Iand Icurrent Ibusiness, Iand Ibe Iable Ito Iexpand Itheir Iempire

I through IAfrica. IThey Ialso Iopened Ia Inew Ioffice Iin ICairo, Iwhich Ihelped Iincrease Ithe Iproducts

I volume Isale Iin Ithat Iarea Iby I23 Ipercent I(The ICoca-Cola ICompany IAnnual IReview, I2006). ICoca-
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Cola’s Irepositioning Iand Istructure Iallows Ithem Ito Ibe Imore Iintact Iwith Itheir Iconsumers Iand

I business.