Question-1: What have been the key success factors for Coca Cola? Answer: The key success factors for Coca Cola have been marketing strategy, introducing new products and globalization.
Marketing strategy: Coca cola uses different types of marketing strategy for growing and retaining its customer. In early days, to build brand recognition, they offer clocks, calendars and weighing scales with Coca Cola logo to pharmacists who sold their drink. During mass market TV advertising, Coca Cola was the pioneers TV advertising. Now, when the effectiveness of TV advertising is declining, they organize different types of campaigns in gathering areas.
Introducing new products: Coca-Cola had changed their company from a single core product to a total beverage company by introducing new products such as beer flavored carbonated beverage, different flavored sodas etc.
Globalization: Expanding in overseas is another key success factors for Coca Cola. To make the Coca Cola brand feel local they broadcast different ads for attracting local customer.
Question-2: Where is Coca Cola vulnerable? What should they watch out for? Answer: Coca Cola is vulnerable in someplace. This place is known as threats. They should watch out for this place. These threats are: •
Substitutes: The threat of substitutes is a very real threat. Possible substitutes that continuously put pressure on Coca cola. •
Reducing purchasing power: Recently, Coca Cola has reported that their sales volume decreases in some countries such as Indonesia, Japan and Thailand etc. •
Fatty drink: Coca Cola contains caffeine and phosphoric acid which makes it acidic as lemon juice which contains more sugar. Weak acidic solutions will dissolve the calcium in teeth over a period of time and will also interfere with calcium metabolism. Some health conscious people can boycott Coca Cola for this reason.
Question-3: What recommendations would you make to their senior marketing executive going forward?...
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