Case Study Coca-Cola

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PARK UNIVERSITY COCA COLA Case Study Alain Giress MATINGOU This article talks about The Coca Cola Company, which is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. After couple decades of financial success, Coca Cola Company is now going through tough times with its incapacity to adapt its offer to the trends of in its market. In order to save the company of darkest time to come, E.Neville Isdell, former Coca Cola Executive, has come to its rescue with an enthusiastic determination and belief. However, he had come to realize that the glorious Coca Cola Company years through Goizueta reign are over. Today, the multinational is only the shadow of itself because of many issues that have risen over the years and that haven been fixed by any of the Goizueta’s successors. In fact, all of them haven’t been applying the same politics and strategies that made the company successful in the 80’s and 90’s. However, the market has changed and dwelling on the glorious past has worsened the situation. Likewise, the board members have also their part of responsibility knowing that they have decided to get involved in the decision making process. They have refused to allow the company to diversify its offer and to enter into other markets like Pepsi did. Also, the long battle with its distributors has damaged its image and reputation in the eyes of some customers, but also partner companies and stakeholders. Furthermore, the most uncontrollable causes of its crisis, which is the consumers taste, have splintered. The company lost a lot of consumers because sports drinks, fortified waters, energy drinks, herbal teas, coffee, and other noncarbonated products have invaded the market. Finally, the resources used for marketing were relocated into the distribution department, which lately
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