1 What have been the key success factors for Coca-Cola?
The first reason of success expansion to the overseas, marketers saw an expansion opportunities everywhere. First in 1928 they introduced Coca-Cola to the Olympic Games. Then, as in case was mentioned they represented Cola in World War II. Thousands of people sent overseas to War and Coca- Cola rallied behind them. The Second strategy for success is making the brand feel local everywhere around the world. Step by step Coca-Cola found home in more and more countries like Combodia, Monsterrat, Paraguai, Macau, Turkey and etc. Relying on the customer needs and habits Coca-Cola differentiated its product, as in the case was mentioned advertisings for Coca-Cola in Spain as beverage mixed with wine. The next success factor would be, diversification of the product. There was born new flavors such as Fanta, Sprite, Freska. Moreover, we have opportunity to ttry Watermelon beverages in China, Herbal Soda in Italy, and a zingy ginger soda in South Africa. The Fourth success factor is recognized brand. Due to the fact that advertising for Coca-Cola is important and exciting part of its business, Coca-Cola started to gain positive brand reflects. Coca-Cola`s consumers are so loyal and brand is so strong that even after anti-Amerikan sentiments 9/11 they remain on the top rank.
2 Where is Coca-Cola vulnerable? What should they watch out for?
Coca-Cola advertising in TV is declinig, so the money for advertising is spent for other ads. As the new ways of advertising cola is experiential, it gives less productivity than it was in TV.
Even Coca-Cola is powerful, they should make the continuous development in marketing and on its product. I agree that competitors of Cola are not very substantial, but individual’s taste vary and there are lots of beverages except for Cola.
3 What recommendations would you make to their senior marketing executives going forward? What should they be sure to do with their marketing?...
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