“A STUDY OF THE COMPETITIVE STRATEGIES OF COCA-COLA”
Submitted by: Submitted To:
Abhinav Garg Dr. Archi Mathur
Roll No. 954 Associate Professor
VI Semester Faculty of Management
B.B.A., LL.B (Hons.)
NATIONAL LAW UNIVERSITY, JODHPUR
TOPIC: A Study of the Competitive Strategies of Coca-Cola.
For a company to be successful it must be competition oriented. A good competition strategy should focus on the weaknesses of the competitor but avoiding the strengths.
Coca-Cola is a brand, which has a presence all over the world. Every day they promote their products in every corner of the world. Coca-Cola produces more than 60 percent soft drinks of the world. They have different kinds of products like Coke, Sprite, Fanta, etc. They always try to provide their product with low price with different packaging. As it is a soft drink, Coca-Cola Company follows Intensive Distribution.
The Coca-Cola Company offers nearly 400 brands in over 200 countries or territories, which shows its reorganization. The Coca-Cola Company only produces concentrate syrup, which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise.
Competitive advantage involves communicating a greater perceived value to a target market than its competitors can provide. This can be achieved through many avenues including offering a better-quality product or service, lowering prices and increasing marketing efforts.
Nowadays, Coca-Cola wants to raise brand loyalty and brand equity, throughout communication, but also innovation in order to differentiate is product.
Bibliography: BIBLIOGRAPHY: Websites: 1. http://www.coca-colafemsa.com/femsa/web/conteudo_en.asp?idioma=1&conta=44&tipo=27617 2. http://softdrinkcolawar.blogspot.in/2012/12/coca-cola-product-strategy.html 3. http://www.coca-colacompany.com/stories/20-years-later-a-look-back-at-cokes-dramatic-1993-return-to-india 4. http://oikos-international.org/wp-content/uploads/2013/10/oikos_Cases_2009_Coca_Cola_India.pdf