A 6 page paper providing analysis of Coca-Cola according to Porter's five forces, competitive analysis and SWOT analysis. The company's focus has been selling product, but it may have finally learned the necessity of selling the customer. In the end, it will make little difference what Coca-Cola wants to be or wants to provide to its market. Coca-Cola has not yet evolved past the mid-1990s; bringing it into the present will be among new CEO E. Neville Isdell's greatest challenges. Bibliography lists 8 sources.
Name of Research Paper File: CC6_KScokeSWOT.rtf
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inception, the mission of the Coca-Cola Company (NYSE: KO) 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 anyone with the most casual of thoughts of wanting one right away.
Five Forces Analysis Discounting and tenuous relationship with the consumer exists in todays market, though Coke has made some concessions that the market
apparently has demanded. The recent release of Vanilla Coke is in line with competitors additions of other flavors to their colas. Diet Coke to which lemon flavor has
been added has been successful in the UK, and Cherry Cokes sales in the US are increasing (Chura, 2002a). Coke knows that these
flavored offerings are not going to be universally accepted, and it promotes the products in those areas in which market research and test marketing results indicate that these products will
be most widely accepted. As example, the company continues its more traditional approach to Coke marketing in India yet actively promotes its Fruitopia products to black teens in the
US, where interest in traditional colas has been waning for some time. Rivalry There is intense rivalry between Coca-Cola and Pepsi. Each
matches the others major moves; an example can be seen in their introduction of bottled water. To date, Pepsi has been more successful with alternative drinks such as Gatorade
and Frutopia while Coca-Cola clings to its flagship brand. Power of Buyers "About 25% of Americans are younger than 18; more than one-third
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