Coca Cola Case Study

2333 Words10 Pages
COCA COLA Abstract In this paper we will discuss the brand value of Coca Cola, the world’s largest soft drink producer and the strong brand identity in the global market and how it’s one of the most respected brands in the world. Coca Cola owns and market more than 500 nonalcoholic beverage brands from sparkling beverages and coffee to plain water. It also owns and markets four of the world’s top five nonalcoholic sparkling beverages brands, including Diet Coke, Fanta and Sprite. Their products are now sold in more than 200 countries thanks to Roberto Goizueta who was the first Coca Cola CEO who pushed for the company to go global which our paper also covers in depth. Which brings us to our next point of how Coca Cola struggled at first in the global market deciding where the marketing and product development should be at and how the lack of communication between the local management and the HUB caused them mayor financial losses. Our paper also touches on the different types of sale strategies and promotions tools used by the Coca Cola Company to attract customers towards their product. Successful marketing strategies implemented at the local level and upper level, and their unified global approach has made Coca Cola to be one of the global leaders in the 21st century. Analysis of Coca Cola The company we know today as Coca Cola did not start out to become the world’s largest beverage company. Its humble beginnings in May of 1886 were as a patent medicine which contained only two medicinal ingredients, Kola nuts and cocaine. It soon became clear that it would be better used as a beverage. In 1891 Atlanta businessman Asa Griggs Candler secured the rights to the business for $2,300, which at the time was a considerable amount of money. By 1895 Candler had built syrup plants in Chicago, Dallas and Los

More about Coca Cola Case Study

Open Document