Case Coca-Cola 3-1

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Case 1-3:
Coca-Cola Co.

MK-432

Introduction
Coca-Cola is one of the most respected companies in America. Here in the Philippines, Coca-Cola is still the patronized brand of soda. Coca Cola’s refreshing taste provides happiness to the people. Coca-Cola Neville Isdell is the new chief executive after Robert C. Goizueta died. Coca-Cola Company has a sole product line to offer in the market which is the carbonated soda like Coke, Diet Coke, Sprite and Fanta. Coke operations take place in India, China, and other 14 country around the world to reach the target market in dispersed area and to increase their market share. Through the effort of Roberto C. Goizueta, Coca-Cola rapidly grows in the year 1980’s to 1990’s when they introduce the product in the market. Coca Cola bottling operations was given to Cola-Cola Enterprises Inc. which Coca Cola Co. owns 49% of the stocks that allows them have enough control on the operations. Coke has a control on the pricing of the products and the decision on how many vending machines Coca-Cola Enterprises will purchase that will be used in distributing the coke products. Coke rival competitor in the market is the Pepsi Co. which grabs all the opportunities for the company to widen their product line which are interrelated. The goal of PepsiCo is to capture the area where there is strong possibility that they will grow. PepsiCo outlays Coca-Cola in expanding their product line by acquisition and mergers. Background of the problem

Statement of the problem
What strategy can Coca-Cola use to cope up to the changing environment to become a market driven organization? Analysis of the problem
Coca-Cola basically does not adapt changes in the market. They are ignoring the fact that their product is not in trend today. The members of the top management are still thinking in the past and try to strengthen the company by using the tactic that the former CEO Robert Goizueta used long ago. By doing this...
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