Coca Cola is one of the most widely recognized brands in the world. This paper examines the company's marketing strategy from a global standpoint to locally autonomous bottlers.This paper has ten pages and eight sources are listed in the bibliography.
Name of Research Paper File: TS14_TEcokeco2.rtf
Unformatted Sample Text from the Research Paper:
trade mark shape bottle is not the only brand owned by the Coca-Cola Company, but it is the best known. This company, which was established more than a 100 years
ago, has become the world leader of non-alcoholic beverages which include other brands such as Fanta, Sprite, Mr. Pibb and Mello Yello, TAB (FT, 2002). However, this leader position, with
PepsiCo as the nearest competitor in second place has not been easy to gain, and may be seen as difficult to maintain. If we consider the strategies of the company
then we can see that they have developed and changed over time in order to suit the commercial environment in which they find themselves. If we look to the
goals of the company these may be seen in many ways, however, it is interesting to note that in their 2001 annual report on the first page is states
that "the Coca Cola Company exists to benefit and refresh everyone it touches" (Coca-Cola, 2002). This is a very broad statement and can be seen as indicating a stakeholder approach.
Within the report this is also the impression that the company wishes to put forward, however, in the dominant poison that the
company hold this is a luxury they can afford, as this will also create good publicity and help prevent harsh criticisms. When we also consider the fact that performance is
emphasised with increases of 82% on the earnings per share (Coca-Cola, 2002). Moreover, we should not fall into the trap that states profitability and commercial success and the stakeholder approach
are mutually exclusive. When we consider all of the strategies, not only the stakeholder approach, which is also extended to the suppliers they choose, with the citizenship standards, we