Coca Cola Marketing Segmentation Essay

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Introduction As everyone knows, the Coca-Cola Company (see Appendix A) is a well-known big drinks manufacturer with over one hundred year. Because of its strong brand, it not only makes and delivers their products around the world, but also markets the non-alcoholic beverage concentrates and syrups. The company has a vast portfolio of drinks, beverages, waters, juice, teas, coffees, energy and sports drinks which they products, distribute, market and license all over the world. Meanwhile, Coca-Cola also manages its business in more than 200 countries. (Datamonitor, 2009) The company plays an important part in the international markets, and it also gives its one of the closest competitors Pepsi a big challenge when the prices of the drinks are nearly the same. According to the Coca-Cola official website (, the company is growing very fast with its expanding, 92,400 worldwide employees are being employed to work for it (The Coca-Cola Company, 2009). On the other hand, Coca-Cola becomes a successful company and earns great revenue, using its internal and external marketing strategies to overcome most of the other competitors. The company also claims that innovation is at the heart of everything they do and it is one of the reasons why they success. The report aims to analyze the market segmentation for one of the world's strongest brands Coca-Cola and talks about the different market segmentation variables by theories and practices in the company. Furthermore, the report discusses the targeting and positioning of Coca-Cola Company, it also provides the market for the organization is segmented for the company. Discussions With its high reputation and strong brand image, Coca-Cola Company changed its original name Coke with New Coke in 1985, and, the company also aims to give their customers better taste (Datta, 1996). Generally speaking,

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