Case Study

Case study:

“COKE UNDER FIRE”

A Marketing Case Study submitted to the faculty of IABF.

In Partial Fulfillment of the Requirements 

In the course Marketing Management

Submitted by:

Pastrana Christine Joy

Reyes,Emmalyn A.

Santiago Maria Fe

Salilig, John Martin

Saldua,Nigel

BMM0911/MTH/10:30-12:00PM/EB207

Submitted to: 

Mrs. Karoline Palparan

Contents:

I. Title

II. Background of the case (summary)

III. Statement of the Problem

IV. Objectives ( 2 - 3 )

V. Areas of Consideration ( Products, Price, Place & Promotion )

VI. Alternative Courses of Action

VII. Recommendation

XX. Discussion Questions

Title of the Case: “Coke under Fire”

II. Background of the Study

Coca-Cola was invented by John Pemberton. Coca-Cola was first sold to the public at the soda fountain in Jacob’s pharmacy in Atlanta on May 8, 1886. Coca-Cola also ranked on the list at the top organization for multicultural business opportunities and now the world’s largest beverage company.

While the Pepsi Company, coke’s major opponent merged its beverages bottling and brand business operations forming one unified Canadian beverages organizations.

Coca-Cola North America, refreshed millions of consumers in Canada and United States and operate by enduring business ideas that drive growth and innovation, demand quality in everything they do and foster creativity in all aspects of business.

Coca-Cola history began in 1886 when pharmacist, Dr. John S. Pemberton’s curiosity, led to his creation of a uniquely tasting soft drink that could be sold at soda fountains. The Coca-Cola Company is currently the world's number one maker of soft drinks, with its red and white trademark making it the best-known brand symbol in the world. In spite of this concept over the last ten years, the firm has struggled to reach its financial intents and has been associated with a number of ethical crises. The various ethical crises are associated with turnovers in top management, departure of key investors, and the loss...