Coke Case Study

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Coke: The Competitive Advantage Terrence James Presented to Dr. Flores, BADM 8330 March 28, 2013 1. Which competitive strategy does Coke appear to be using according to Miles and Snow’s framework? Porter’s framework? Explain each choice. The framework that Coke uses in its strategic planning according to Miles and Snow is the prospector. According to the text, the prospector strategy is a strategy in which an organization continually innovates by finding and exploiting new product and market opportunities. The company estimates that as much as one-third of the industry’s growth in North America over the next 5 to 10 years could come from disruptive brands in categories that do not exist today. This represents a vastly different approach then was previously employed by Coke as the company is constantly looking for new products to expand their product line. In 2007 Coke’s Venturing & Emerging Brands (VEB) team was created. The mission of this group is to identify and build the company’s next generation of billion dollar brands in North American according to the company’s website. This team is comprised of part venture capitalist, part brand incubators and part industry forecasters, this team focuses mainly on meeting the needs of their customers by introducing various products ranging from energy drinks, teas, flavored waters amongst others. In Porter’s generic strategies Coke employs the differentiation strategy. That is, they provide unique products in the broad market that customer value, perceive as different, and are willing to pay a premium price for; the differentiator works hard to establish brand loyalty, which is when a customer consistently and repeatedly seek out, purchase, and use a particular brand according to text. (Coulter, 2010) This is significant for developing off brands that does not bear the Coke moniker. Products such

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