Coca Cola Case Study

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Zaid Abdul Halim Coca Cola Case Study Coca Cola was founded in 1886 by John Pemberton. Back then, a glass of Coca Cola was sold for 5 cents and the average sales were around 9 glasses per day. In 1894, a man by the name of Joseph Biedenharn was the first person to put Coca Cola in bottles. Few years later, he secured rights to bottle Coca Cola and sell the beverage for a dollar. In 1923, Robert Woodruff became the company’s new president. The new presidency proved to be one of the most important events of the company as he helped broaden Coca Cola’s market by introducing new lines of products such as the six-pack and the open top cooler. At that time, Coca Cola was available in 53 countries. By 1960, the company expanded by introducing new flavors such as Fanta, The Minute Maid, Sprite, TAB, and Fresca. In the present day, Coca Cola products are sold more than 1.7 billion beverages a day and are available in more than 200 countries worldwide. As we can see, Coca Cola is a well-established company that has been around for a while and their success can be contributed to their ability to identify and satisfy different market segments. These market segments help the company improve their products and services by knowing what their customers need and by innovating new sectors. The company focuses more on consumer segmentation and market their products into different groups based on behavioral, psychographic, and profile. By doing this, it gives the company a competitive edge because it allows them to focus more on their customers’ needs and it also allow them to stay on top of the latest trends and opportunities in the market. Coca Cola uses many segmentation strategies and it categorizes its market based on demographics, geographic, profession, lifestyle, and interest just to name a few. Demographically, Coca Cola seems more popular among younger people so they

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