Coca-Cola Case Study

Founded in 1886, Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. Their corporate headquarters are in Atlanta, but have local operations in over 200 countries around the world.

Some of the key success factors for Coca-Cola include a great product, a successful brand image, fun advertising, creative marketing, variety of products and most important a thriving future. They have been around for many years and have been able to establish themselves as a dependable, trustworthy company that their customers can rely on to produce a delicious product.

Coca-Cola’s vulnerability lies not only in its fierce competition but also in the ever changing global world it has to keep up with. With new technologies and a shift to electronic commerce, they will have to continue to develop new and exciting ways to get new customers while still maintaining their current customers. They have been very successful in the past with their popular television advertisements and their catchy radio jingles but with the new technologies like TiVo, that allow consumers to by pass television commercials and new XM radio that is completely commercial free. This is forcing Coca-Cola to be even MORE creative than ever before to reach its customers.

If I were to talk with Coca-Cola’s senior marketing executives, I would first compliment them on their tremendous success thus far in the beverage market. I would then encourage them to be