Research Paper on:
Business Plan for Coca-Cola

Unformatted Sample Text from the Research Paper:
that this paper is offered as a research example only! The student must cite as a source in the writing of their own paper, and may  not plagiarize any of the material offered in this work. Introduction The Coca-Cola Company (NYSE: KO) finally has come to realize that  while many consumers remain loyal to its flagship brands, many others are not. Rather than reaching for a dark, sugary cola, increasing numbers of consumers are seeking out fruity  flavors at minimum. Increasingly, they are opting for (ironically) "the real thing," which in this case translates to real fruit, less sugar and fewer artificial ingredients. History  The historical mission of the Coca-Cola Company has been to make the product a universal, global one. Long before the globalization trend that has  now become so familiar was ever conceived, it was Cokes policy to work to place its product "within arms reach" of everyone that the company could reach.  Historically, the company seems to have practiced little in the vein of integrated marketing aside from the consistent message to buy Coke products. Coca-Colas international  advertising budget regularly is more than $500 million (Chura, 2002), and competition for its business is more than only substantial. The companys strategy has been based on a global  view for years, but currently it is shifting to a more local focus. This brings about a more integrated effort in that marketers must construct messages meaningful to the  local population yet consistent with Cokes overall goals. Much of Coca-Colas behavior and attitude toward customers smacks of the intense arrogance with which