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The Coca-Cola Company

Student’s name

Institutional affiliation

Date
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A worldwide leader in the beverage market, The Coca-Cola Company, has a legendary
lineup of brands that appeal to consumers of all ages and backgrounds. It's one of the most well-
known labels in the world, and the very name is now associated with feelings of joy and
refreshment. Coca-Cola's goods may be well-liked globally, but the firm would do well to stay
on the cutting edge of innovation and consumer preferences (Stürner, 2021). In this paper, we'll
closely examine the Coca-Cola Company from every angle, dissecting its goods, competitors, the
perfect storm, marketing information systems, and the company's extended marketing mix
framework.

Coca-Cola products will be the first topic covered in this paper. Coca-Cola, Fanta, Sprite,
Diet Coke, and Minute Maid are a few well-known brands the firm distributes. Coca-Cola also
makes other beverages, such as fruit juices, teas, and energy drinks. Coca-Cola is responsive to
the changing tastes of its consumers by continually developing and releasing new items
(Brondoni, 2019). Second, this paper will investigate Coca-rivals. Cola's Coca-Cola faces stiff
competition from industry heavyweights like Pepsi, Dr. Pepper, and Red Bull in the soft drink
market. Furthermore, Coca-Cola must deal with the advent of new competitors, such as natural
beverage firms and craft soda manufacturers. Coke faces stiff competition, so it must find new
ways to set itself apart from the pack.

This article will also analyze the factors that have contributed to the perfect storm that
has recently threatened Coca-efforts Cola's to maintain its position as the industry leader in the
beverage sector (Chauhan, 2019). This includes the company's creative advertising initiatives,
solid financial footing, responsiveness to shifts in consumer preferences, and dedication to
environmental responsibility. Coca-continued Cola's success and dominance in the beverage
market can be attributed to the company's ability to combine these elements. The Coca-Cola
Company's primary goal of becoming a global leader in the beverage sector was hampered by
factors like global supply chain disruptions, the Covid-19 pandemic, political and economic
sanctions, employee shortages, rising inflation and interest rates, and shortages and increasing
prices of commodity materials and energy.

Coca-Cola's marketing information systems, which help it keep ahead of the competition,
will also be discussed in the article. The business uses customer relationship management
software (CRM) programs, analyses of market segments, and data-driven decisions, all of which
 3

are examples of marketing information systems (Melton et al., 2017). This technology helps
Coca-Cola quickly evaluate customer data and spot trends to make educated decisions regarding
product creation, pricing, and marketing. Coca-employment Cola's expansive marketing mix
framework to stay ahead of the competition is the focus of this essay's last section. Eight
components—product, pricing, promotion, people, physical evidence, process, and location—
make up the framework. Coca-Cola uses this framework to improve its product lines, prices,
promotions, and distribution networks to stay ahead of the competition in the soda market.

The elements of the perfect storm of events

Political and economic sanctions, escalating inflation and interest rates, commodities material
and energy price spikes, and a general lack of supply all contribute to this perfect storm.
Disruptions in global supply chains, worker shortages, and the CoV19 pandemic are a few more
factors.

1. Political and economic sanctions

Political and economic sanctions have reduced revenue for The Coca-Cola Company in
recent years. Coca-Cola's capacity to do business in some nations has been hampered by political
restrictions, such as those placed by the United States on Iran (Chauhan, 2019). The increased
cost of imported goods due to economic sanctions like the ones the E.U. put on Russia has led to
a decline in demand. Coca-Cola has implemented methods like entering new markets, forming
local alliances, and strengthening its presence in emerging areas to lessen the severity of these
effects. So that it can maintain its competitive edge and profitable status in the long run, the
corporation is also putting more resources toward sustainability and social responsibility
programs. If these procedures are implemented, the Coca-Cola Company should be able to
survive the effects of the political and economic sanctions that may be imposed on them.

2. Rising inflation and interest rates

The Coca-Cola Company has felt several effects due to inflation and interest rate increases
over the past few years. Coca-profit Cola's margins have shrunk due to inflation because of the
company's increased cost of goods (Chua et al., 2020). The cost of borrowing has gone up due to
the rise in interest rates, which has affected their financial returns. As a result, the company's
overall profitability has decreased as the increased cost of financing has limited its capacity to
 4

fund growth initiatives. Coca-Cola has had to become more cost-conscious due to inflation and
rising interest rates if it is to remain competitive and profitable in the years to come.

3. Shortages and increasing prices of commodity materials and energy

In 2022, the Coca-Cola Company has felt the effects of rising commodity material and
energy prices. The company's cost of goods sold has risen because it must spend more money on
these supplies (Ayoob, 2018). It has become necessary for the corporation to make changes to its
production method to maintain a profit in light of these shortages and price increases. To do this,
it has reduced spending in other areas and revalued its products. To stay competitive as the
shortfall and price increases persist, Coca-Cola will need to continue to make adjustments.

4. Global supply chain disruptions

The Coca-Cola Company has taken a major hit in recent years due to interruptions in the
worldwide supply chain. As a result of these interruptions, production has dropped, cutting sales
and revenue (Bekimbetova et al., 2021). As a result of having to find new sources of supply and
store more inventory than usual, the disruptions have also driven up operating costs. Because of
the disruptions, raw material supply has dropped, increasing raw material costs and reducing
production efficiency. The Coca-Cola Company has been feeling the effects of all of these
factors, and the company's profitability is expected to decline even further.

5. Employee shortages

The lack of available workers has severely impacted Coca-Cola's operations. The necessity to
hire less-experienced workers has driven up production costs and contributed to a shortage of
competent labor (KASHYAP, 2022). As a result, the company's output and effectiveness have
suffered. Moreover, product releases have been delayed, and consumer satisfaction has dropped
due to lower quality standards brought about by the lack of available workers. Coca-Cola has
also been forced to change its business tactics due to labor scarcity, leading to a revenue and
market share drop. Keeping prices low and maintaining competitiveness in a tight market will
need the Coca-Cola Company to find measures to deal with the ongoing shortage of available
workers.
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6. The Covid 19 pandemic

For the Coca-Cola Company, the Covid 19 pandemic has been a source of unparalleled
disruption to the world economy during the past few years. The company's revenues have
dropped dramatically due to the closing of many stores and the disruption of its supply chain
(Nair et al., 2021). The corporation has had to decrease its employees and allocate more
resources for safety reasons. Coca-Cola has had to raise its spending on marketing and
promotions to keep up with the competition in an increasingly tough market. The corporation has
had to reorganize its operations because of the epidemic to survive in the long run. Coca-Cola
has shown resilience despite these setbacks, and the company is anticipated to regain
profitability.

The marketing information systems (MIS)

MIS is a system used by an organization to collect, store, analyze and provide timely and
reliable information to marketing managers to make informed and effective marketing decisions.
MIS is an essential part of any marketing decision-making process and is essential for the
success of any organization (Chu, 2020). The Coca-Cola Company is consistently ranked as one
of the world's most profitable and successful businesses. Coca-Cola, a company with a global
presence and a product portfolio with a diverse selection of offerings, is always seeking new
methods to improve its performance and stay one step ahead of the competition. To make
educated and successful marketing decisions and avoid being ignorant of change, it is vital to
have an effective

MIS.

The Coca-Cola Company's MIS should include internal and external data sources. Internal
data sources include sales data, customer feedback, market research, customer surveys, and
performance metrics. External data sources include economic trends, industry trends, competitor
activities, and market forecasts (Zha, 2021). The MIS should also include both ad-hoc and
continuous data sources. Ad-hoc data sources can include news reports, interviews, and focus
groups. Continuous data sources can include market studies, customer satisfaction surveys, and
customer loyalty programs. The MIS should also provide a comprehensive view of the market
and the Coca-Cola Company’s performance in the market. It should be able to track changes in
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the market, such as new product introductions, price changes, and customer preferences. It
should also detect potential opportunities and threats in the market. The Coca-Cola Company can
develop marketing strategies tailored to its customers and competitive environment with this
information.

In addition, the MIS should also be able to provide timely and reliable information. This
information should be accessible and interpret ed easily (Singaram et al., 2019). The MIS should
be able to generate reports tailored to the marketing team's specific needs. Reports should
include customer segmentation, customer profiles, market trends, competitive analysis, and
performance indicators. The MIS should also be able to track changes in the market and
customer preferences over time.

Further, the MIS should also be able to provide predictive analytics. Predictive analytics can
be used to identify customer segments with the highest potential and develop marketing
strategies that are tailored to them. Predictive analytics can also help identify customer segments
likely to churn and develop strategies to retain them.

Finally, the MIS should be able to integrate with other systems and applications. This will
enable the Coca-Cola Company to gain insights from multiple data sources and make better
decisions. For example, the MIS should be able to integrate with the company’s financial system,
customer relationship management system, and other systems (Tien et al., 2019). This will
enable the Coca-Cola Company to gain deeper insights into its performance and make more
informed decisions. To summarize, an efficient management information system is critical to the
success of the Coca-Cola Company. The management information system (MIS) should
incorporate both internal and external data sources, as well as continuous and ad hoc data
sources, and it should be able to deliver accurate and up-to-date information. In addition, it must
be able to carry out predictive analytics and interface with many other systems and applications.
The Coca-Cola Company can avoid being ignorant of change and make informed and effective
marketing judgments when they have an MKIS that works effectively.

The extended marketing mix framework

The extended marketing mix framework includes the 8 Ps of marketing: product, price,
promotion, place, people, process, physical evidence, and performance.
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 Product

The Coca-Cola Company has made gradual and radical adjustments to its products recently.
These changes have been made to meet the ever-changing needs of their customers. In terms of
gradual changes, the company has introduced healthier options such as Coca-Cola Zero Sugar,
formulated with fewer calories, and Fanta Zero, which contains no added sugar (Gertner &
Rifkin, 2018). They have also released several limited-edition products, such as the festive-
themed Coke Red and White variants. In terms of radical changes, the company has also released
new products such as Coca-Cola Plus, a combination of tea, caffeine, and vitamins. This product
meets the customer's need for energy and nutrition, which can be seen as an example of
Maslow's Hierarchy of Needs. The 'sacrifice/benefit' concept applies here, as customers must
sacrifice their health to gain energy and nutrition from the product.

 Price

The Coca-Cola Company has made gradual adjustments to its prices over the years. These
changes have been mainly in the form of discounts, promotional offers, and loyalty rewards.
These have been designed to help customers to better fulfill their needs, as depicted in Maslow's
Hierarchy, such as their need for security, social acceptance, and self-actualization (Ayoob,
2018). The discounts, promotions, and loyalty rewards offered by the company are intended to
provide customers with the benefits of lower prices, which can be considered a sacrifice for
customers in terms of their financial resources. By implementing gradual changes, The Coca-
Cola Company balances the costs and advantages clients incur when purchasing. This strategy
guarantees client satisfaction while preserving the company's profitability.

 Promotion

The Coca-Cola Company has recently made several adjustments to its promotion, ranging
from gradual to radical changes. These changes have been made to meet customers' changing
needs, as depicted in Maslow's Hierarchy and the 'sacrifices/benefits' concept. For example,
Coca-Cola has begun to focus more on providing healthier alternatives to its traditional drinks,
such as sparkling juices and low-sugar options (Cutelo, 2018). This shift reflects the need many
consumers have to prioritize their health, which has gradually changed over the years.
Additionally, the company has made radical changes to its digital marketing campaigns, such as
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introducing a new augmented reality platform and utilizing social media influencers to reach a
wider audience. These changes demonstrate an understanding of customers' needs for
entertainment and connection and how digital platforms can satisfy these needs in a way that
traditional marketing can't. Overall, Coca-Cola has proven to be a company willing to adjust its
promotional strategies to meet the changing needs of its customers.

 Place

The Coca-Cola Company made various adjustments to its distribution networks in recent
years. These adjustments have included significantly expanding its digital capabilities, allowing
customers to purchase products directly from the company's website and mobile app. They have
also implemented a new range of delivery services and partnerships, enabling them to quickly
and easily reach a wider customer base (Bekimbetova et al., 2021). These adjustments could be
gradual, as the company has been slowly working to improve its distribution networks over the
last few years rather than making radical changes. From the customer's perspective, these
changes relate to Maslow's Hierarchy of Needs, as the convenience and reduced delivery time
associated with these changes can provide customers with a sense of safety, security, and a
feeling of belonging. The company's new delivery services and partnerships also give customers
a sense of self-actualization, as they can access products quickly and easily. From a
'sacrifices/benefits' perspective, customers are willing to sacrifice the cost of delivery in
exchange for the convenience and speed of delivery. Overall, these adjustments to the company's
distribution networks have benefited customers, providing them with increased safety and
convenience.

 People

The Coca-Cola Company has implemented several adjustments to its marketing apparatus for
years. These changes have been both gradual and radical, depending on the area of focus. For
example, the company has adopted a new global marketing strategy which includes a shift to
digital marketing and a greater focus on customer engagement and experience. This has been a
radical shift, requiring a drastic change in the company's marketing practices (Cañas Albán,
2018). On the other hand, the company has also adopted a more localized approach to marketing,
which is a gradual shift as it requires more incremental changes to its existing processes. These
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changes reflect Maslow's Hierarchy and the 'sacrifices/benefits' concept. By focusing on

customer experience, Coca-Cola aims to meet customers' needs at the higher levels of Maslow's
Hierarchy, such as self-fulfillment. This shift also emphasizes the 'benefits' of the product over
the 'sacrifices' customers must make to consume it. Ultimately, these adjustments are intended to
ensure that Coca-Cola stays relevant in the current market and can meet the ever-changing needs
of its customers.

 Process

To remain competitive in the industry, The Coca-Cola Company has made many
improvements to its supply chain in recent years. These changes have ranged from gradual to
radical and have been designed to meet their customers' needs from various perspectives. For
example, in terms of Maslow's Hierarchy, they have changed their distribution channels to
ensure that customers have easy access to their products. This includes adding more convenience
stores and kiosks (Brondoni, 2019). They have also implemented a rewards program to make
ordering and re-ordering easier and more efficient. This helps to address the need for security
and stability customers may feel. In terms of the 'sacrifices/benefits' concept, Coca-Cola has
made changes to its production process that have resulted in a reduction in costs, which allows
them to lower prices and provide more value to its customers. All of these adjustments have been
designed with the customer in mind and have helped to ensure their needs are met.

 Physical evidence

In the last few years, the Coca-Cola Company made various adjustments to its physical
evidence that could be both gradual and radical. For example, they have redesigned their cans
and bottles to reflect more modern designs to better appeal to the younger generations (Tien et
al., 2019). They have also updated their vending machines to feature interactive screens and
payment options, increasing convenience and accessibility for customers. From the perspective
of Maslow's Hierarchy, these changes could address customers' physical and safety needs by
making the product more accessible and appealing. Through the 'sacrifices/benefits' concept, the
company has made sacrifices in terms of cost and time to provide a better product experience for
customers. The result is a customer base that is generally more satisfied and loyal.

 Performance
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In recent years, the Coca-Cola Company made many adjustments to its performance
measures, ranging from gradual to radical. For example, they have introduced several new
sustainable packaging initiatives to reduce waste and increase recycling, a relatively gradual
change. They have also launched new lines of low-sugar and low-calorie beverages, which are
much more radical changes (Bekimbetova et al., 2021). These adjustments demonstrate an
understanding of customer needs as depicted in Maslow's Hierarchy and the 'sacrifices/benefits'
concept. Customers are increasingly concerned with their health, wellbeing, and the
environment. Coca-Cola has responded by creating products and initiatives that offer both health
benefits and environmental sustainability.

Conclusion

The Coca-Cola Company has responded to the perfect storm of events, such as the COVID-
19 pandemic, global supply chain disruptions, political and economic sanctions, shortages,
increasing prices of commodity material and energy, rising inflation and interest rates, and
employee shortages, with resilience and agility. The company has implemented a wide range of
strategies to address these challenges and ensure its operations' continuity. These include
investments in technology, diversification of its supply chain, restructuring its operations, cost
control, and cash conservation measures. In addition to ensuring its employees' and customers'
health and safety, the company continues to supply customers with their favorite beverages. The
Coca-Cola Company has responded to the perfect storm of events in a timely and effective
manner, adapting to the changing environment and finding methods to continue to supply its
customers with outstanding products and services.
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References

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Appendix 1: Core and Supplementary elements

a) Comparing core elements of the beverage offering of Coca-Cola company
against Pepsi company

Coca-Cola’s beverage offering Pepsi’s beverage offering

Coca-Cola Classic: The original and iconic Cola beverages such as Pepsi, Diet Pepsi,
Coca-Cola formula, most often referred to Pepsi Max
simply as "Coke."
Diet Coke: A calorie-free version of the Coca- Lemon-Lime beverages such as Sierra Mist,
Cola Classic formula. Mountain Dew, Mug
Coca-Cola Zero Sugar: A zero-sugar version Flavored sodas such as Pepsi Wild Cherry,
of the Coca-Cola Classic formula. Pepsi Vanilla
Sprite: A lemon-lime-flavored soda. Juices such as Tropicana
Fanta: A range of flavored sodas, including Sports drinks such as Gatorade
orange and grape.
Dasani: Bottled water.
Powerade: A sports drink.

b) Supplementary elements of beverages of Coca-Cola and Pepsi company

Coca-Cola’s beverage offering Pepsi’s beverage offering

Minute Maid: A range of fruit-flavored juices Energy drinks such as Amp and Rockstar
and drinks.
Gold Peak: A range of tea-based beverages Teas such as Lipton Brisk
Fuze Tea: A range of tea-based beverages Sparkling waters such as Aquafina Sparkling
Seagrams: A range of flavored sparkling Flavored waters such as Aquafina
waters. FlavorSplash
Honest Tea: A range of organic teas. Organic beverages such as Pepsi Natural
Fairlife Milk: A range of lactose-free, high- Coffee drinks such as Starbucks Frappuccino
protein milks.
Simply Juice: A range of 100% juices. Ready-to-drink protein shakes such as Pure
Protein.
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Appendix 2: PESTER FRAMEWORK

PESTER Elements of a Discussions Control

perfect storm
Political factors Political and Political and The company has yet
economic sanctions economic sanctions to fully control these
have reduced revenue factors but has come
for The Coca-Cola up with some
Company in recent mitigation processes
years. Coca-Cola's to help cab the losses
capacity to do incurred due to these
business in some factors.
nations has been
hampered by political
restrictions, such as
those placed by the
United States on Iran.
The increased cost of
imported goods due
to economic
sanctions like the
ones the E.U. put on
Russia has led to a
decline in demand.
Coca-Cola has
implemented
methods like entering
new markets, forming
local alliances, and
strengthening its
presence in emerging
areas to lessen the
 16

severity of these
effects. So that it can
maintain its
competitive edge and
profitable status in
the long run, the
corporation is also
putting more
resources toward
sustainability and
social responsibility
programs. The Coca-
Cola Company
should be able to
withstand the effects
of political and
economic penalties if
they adopt these
measures.
Economic factors Rising inflation and The Coca-Cola The Coca-Cola
interest rates Company has felt Company has been
several effects due to unable to control the
inflation and interest rising inflation and
rate increases over interest rates.
the past few years. Inflation and interest
Coca-profit Cola's rates are determined
margins have shrunk by economic forces
due to inflation beyond any single
because of the company's control.
company's increased
cost of goods. The
 17

cost of borrowing has

gone up due to the
rise in interest rates,
which has affected
their financial
returns. As a result,
the company's overall
profitability has
decreased as the
increased cost of
financing has limited
its capacity to fund
growth initiatives.
Coca-Cola has had to
become more cost-
conscious due to
inflation and rising
interest rates if it is to
remain competitive
and profitable in the
years to come.
Economic factors Shortages and In 2022, the Coca- The Coca-Cola
increasing prices of Cola Company has Company has yet to
commodity materials felt the effects of fully control the
and energy rising commodity shortages and
material and energy increasing prices of
prices. The commodity materials
company's cost of and energy affecting
goods sold has risen it. While the
because it must spend company has taken
more money on these steps to reduce its
 18

supplies. It has reliance on

become necessary for commodities, such as
the corporation to seeking out more
make changes to its sustainable sources of
production method to sugar and packaging
maintain a profit in materials, it has yet to
light of these completely mitigate
shortages and price the impact of
increases. To do this, increasing prices and
it has reduced shortages.
spending in other Additionally, Coca-
areas and revalued its Cola has
products. To stay implemented cost-
competitive as the cutting measures,
shortfall and price such as streamlining
increases persist, its operations and
Coca-Cola will need reducing the number
to continue to make of its suppliers, to
adjustments. help offset the cost of
higher commodity
prices.
Social factors Global supply chain The Coca-Cola The Coca-Cola
disruptions Company has taken a Company is still
major hit in recent managing the global
years due to supply chain
interruptions in the disruptions that have
worldwide supply affected its
chain. As a result of operations. The
these interruptions, company has
production has implemented several
dropped, cutting sales measures to ensure its
 19

and revenue. As a supply chain remains

result of having to resilient and secure.
find new sources of These measures
supply and store include strengthening
more inventory than its relationships with
usual, the disruptions suppliers, improving
have also driven up supply chain
operating costs. visibility and
Because of the analytics, and
disruptions, raw introducing
material supply has predictive and
dropped, increasing preventive supply
raw material costs chain risk
and reducing management systems.
production efficiency. The company has
The Coca-Cola also formed strategic
Company has been partnerships with
feeling the effects of suppliers and
all of these factors, customers to help
and the company's ensure continuity of
profitability is supply. Additionally,
expected to decline Coca-Cola has
even further. invested in digital
solutions to improve
its supply chain
operations and has
implemented
operational
improvements to
increase efficiency
and reduce costs.
 20

Technological factors Employee shortages The lack of available Coca-Cola has yet to
workers has severely completely control
impacted Coca-Cola's the employee
operations. The shortages affecting it.
necessity to hire less- The company has
experienced workers implemented various
has driven up strategies to attract
production costs and and retain talents,
contributed to a such as offering
shortage of competitive salaries,
competent labor. As a flexible work
result, the company's schedules, and
output and attractive employee
effectiveness have benefits, but it still
suffered. Moreover, needs to improve. In
product releases have addition, the
been delayed, and company has
consumer satisfaction implemented
has dropped due to employee
lower quality development
standards brought programs and training
about by the lack of initiatives to help
available workers. employees develop
Coca-Cola has also their skills and
been forced to change capabilities. Despite
its business tactics these efforts, the
due to labor scarcity, company needs help
which has led to a hiring and retaining
drop in revenue and talent.
market share.
Keeping prices low
 21

and maintaining
competitiveness in a
tight market will need
the Coca-Cola
Company to find
measures to deal with
the ongoing shortage
of available workers.
Ecological factors The Covid 19 For the Coca-Cola The Coca-Cola
pandemic Company, the Covid Company has yet to
19 pandemic has manage to control the
been a source of Covid-19 pandemic.
unparalleled The pandemic has
disruption to the significantly
world economy impacted the
during the past few company's
years. The company's operations, including
revenues have decreases in sales and
dropped dramatically profits. The company
due to the closing of has responded by
many stores and the implementing cost-
disruption of its saving measures,
supply chain. The cutting jobs, and
corporation has had donating money to
to decrease its relief efforts.
employees and
allocate more
resources for safety
reasons. Coca-Cola
has had to raise its
spending on
 22

marketing and
promotions to keep
up with the
competition in an
increasingly tough
market. The
corporation has had
to reorganize its
operations because of
the epidemic to
survive in the long
run. Coca-Cola has
shown resilience
despite these
setbacks, and the
company is
anticipated to regain
profitability.
 23

Appendix 3: marketing mix of the Coca-Cola Company

Ps of marketing Adjustments Gradual or radical Customer view

adjustments
Products The company has Gradual adjustment This product meets
introduced healthier the customer's need
options such as Coca- for energy and
Cola Zero Sugar, nutrition, which can
formulated with be seen as an
fewer calories, and example of Maslow's
Fanta Zero, which Hierarchy of Needs.
contains no added The 'sacrifice/benefit'
sugar. They have also concept is also
released several applicable here, as
limited-edition customers must
products, such as the sacrifice their health
festive-themed Coke to gain energy and
Red and White nutrition from the
variants. product.
The company has Radical adjustments
also released new
products such as
Coca-Cola Plus,
which is a
combination of tea,
caffeine, and
vitamins
Price The Coca-Cola Gradual adjustment These have been
Company has made designed to help
gradual adjustments customers to better
to its prices over the fulfil their needs as
years. These changes depicted in Maslow’s
 24

have been mainly in Hierarchy, such as

the form of discounts, their need for
promotional offers security, social
and loyalty rewards acceptance and self-
actualization. The
discounts, promotions
and loyalty rewards
offered by the
company are intended
to provide customers
with the benefits of
lower prices, which
can be considered as
a sacrifice for
customers in terms of
their financial
resources. By making
gradual adjustments,
the Coca-Cola
Company is
attempting to balance
the sacrifices and
benefits that
customers experience
when making a
purchase. This
approach is intended
to ensure that
customers are
satisfied with their
purchase while still
 25

enabling the company

to maintain its
profitability.
Promotion Coca-Cola has begun Gradual adjustment These changes
to focus more on demonstrate an
providing healthier understanding of
alternatives to its customers’ needs for
traditional drinks, entertainment and
such as its line of connection, and how
sparkling juices and digital platforms can
low-sugar options. satisfy these needs in
This shift reflects the a way that traditional
need many marketing can’t.
consumers have to Overall, Coca-Cola
prioritize their health. has proven to be a
company that is
willing to adjust its
promotional
strategies to meet the
changing needs of its
customers.
The company has Radical adjustment
made radical changes
to its digital
marketing campaigns,
such as introducing a
new augmented
reality platform and
utilizing social media
influencers to reach a
wider audience.
 26

Place The Coca-Cola Gradual adjustments From the customer’s

Company has made a perspective, these
variety of changes relate to
adjustments to its Maslow’s Hierarchy
distribution networks of Needs, as the
in the recent years. convenience and
These adjustments reduced delivery time
have included a associated with these
significant expansion changes can provide
of its digital customers with a
capabilities, allowing sense of safety and
customers to security, as well as a
purchase products feeling of belonging.
directly from the The company’s new
company’s website delivery services and
and mobile app. They partnerships also
have also provide customers
implemented a new with a sense of self-
range of delivery actualization, as they
services and delivery can now access
partnerships, which products quickly and
have enabled them to easily. From a
quickly and easily ‘sacrifices/benefits’
reach a wider perspective,
customer base customers are willing
to sacrifice the cost of
delivery in exchange
for the convenience
and speed of delivery.
Overall, these
adjustments to the
 27

company’s
distribution networks
have been beneficial
to customers,
providing them with
increased safety and
convenience.
People The company has Radical adjustment These changes are
adopted a new global reflective of
marketing strategy Maslow’s Hierarchy
which includes a shift and the
to digital marketing, ‘sacrifices/benefits’
as well as a greater concept. By focusing
focus on customer on customer
engagement and experience, Coca-
experience Cola is aiming to
meet the needs of
customers at the
higher levels of
Maslow's Hierarchy,
such as self-
fulfillment. This shift
also emphasizes the
'benefits' of the
product over the
'sacrifices' that
customers must make
to consume it.
Ultimately, these
adjustments are
intended to ensure
 28

that Coca-Cola stays

relevant in the current
market and can meet
the ever-changing
needs of their
customers.
The company has Gradual adjustment
also adopted a more
localized approach to
marketing, which is a
gradual shift as it
requires more
incremental changes
to their existing
processes
Process The Coca-Cola Gradual adjustment This helps to address
company has made the need for security
changes to their and stability
distribution channels customers may feel.
to ensure that In terms of the
customers have easy ‘sacrifices/benefits’
access to their concept, Coca-Cola
products. This has made changes to
includes adding more their production
convenience stores process that have
and kiosks. They resulted in a
have also reduction in costs,
implemented a which allows them to
rewards program to lower prices and
make ordering and provide more value to
re-ordering easier and their customers. All
 29

more efficient of these adjustments

have been designed
with the customer in
mind and have helped
to ensure that their
needs are met.
Physical evidence The company has Gradual adjustment From the perspective
redesigned their cans of Maslow’s
and bottles to reflect Hierarchy, these
more modern changes could be said
designs, in order to to address both the
better appeal to the physical and safety
younger generations. needs of customers
They have also by making the
updated their vending product more
machines to feature accessible and
interactive screens appealing. Through
and payment options, the
increasing ‘sacrifices/benefits’
convenience and concept, the company
accessibility for has made sacrifices in
customers terms of cost and
time, in order to
provide a better
overall product
experience for
customers. The result
is a customer base
that is generally more
satisfied and loyal.
Performance The company have Gradual adjustment These adjustments
 30

introduced several demonstrate an

new sustainable understanding of
packaging initiatives customer needs as
to reduce waste and depicted in Maslow's
increase recycling Hierarchy and the
‘sacrifices/benefits’
concept. Customers
are increasingly
concerned with their
health and wellbeing,
as well as the
environment, and
Coca-Cola has
responded by creating
products and
initiatives that offer
both health benefits
and environmental
sustainability.
The Coca-Cola Radical adjustment
Company have also
launched new lines of
low-sugar and low-
calorie beverages,
31