Coca-Cola Company is formulated in 1866 in Atlanta. It is the world’s largest company which produces soft drinks and operates its business all over the world. There are several series products of Coca-Cola, such as Coca-Cola Classic, Diet Coke, Coke Zero, Sprite and Fanta. In daily lives, the products of Coca-Cola can be seen in every supermarket and many restaurants. Also, the vending machine of Coca-Cola is everywhere. It has the largest market share of soft drinks at 48%. There is interesting topic is that why Coca-Cola can get the largest market share. Whether Coca-Cola has some advantages what its competitors do not have. This research project will focus on marketing strategies of Coca-Cola to analyze what aspects help Coca-Cola get the largest market share and how these aspects working. Also, SWOT analysis will be used to analyze the advantages and disadvantages of Coca-Cola. And then the purpose of this project is to find out the reasons of Coca-Cola’s success.
Doyle and Stern (2006) suggested that “To meet their objectives, management needs a plan or strategy.” Also they added that “competitiveness depends upon the business’s ability to satisfy the needs of customers more effectively than competition. Beating competitors depends upon developing within the organization a shared enthusiasm about ‘winning’ or strategic intent, and the core competences or skills to build superior products.” Doyle and Stern (2006) pointed out, business should know the importance of segmentation, and it provides more opportunities to business to know customers’ needs and helps business to get the largest profit margin.
The Coca-Cola Company produces different kinds of products. And all of these products have lots of differences with its competitors. Khan (2002) said that, Coca-Cola provides different flavors to meet customers’ demands. Khan (2002) also added that, some free...