The Brand Strategy as an Element of Consolidation of Customer Relations: the Case of Coca Cola

The brand strategy as an element of consolidation of customer relations: the case of Coca Cola

Introduction

In an economic sense, a business is an economic and social structure which consists of human, material, financial and intangible, which are combined in an organized manner to provide goods or services to customers in a competitive environment (market) or non-competitive (monopoly) with a goal of profitability. A company is generally a legal structure: a society - anonymous stock, limited liability cooperative, etc.. One or more people work in an organized manner by combining certain resources. The company is characterized by four types of interrelated activities: the management of a production material or immaterial, managing a workforce, managing relationships with a market, the management of funding problems. To exist in a competitive environment, the company must satisfy its customers and generate a profit that is to say, achieving a turnover greater than the sum of its costs (salaries and expenses, operating costs, depreciation , divestitures, taxes, etc. ....). Socially, the responsibilities of the company are to recruit, train and protect its employees.

The world economy is increasingly liberalized, thereby promoting competition increasingly exacerbated at all sectors of economic activity and social.

In the usual sense, competition is associated with a "rivalry between several people." In an economic sense, it is "a relationship between companies that compete for customers." The company in its search for the customer must follow the rules of competition. Competition is the situation in which there is a person or business from one or more other when, while making a profit, it can compete with them by offering a service or product at least equivalent to a price at least equal. It is also a situation in which some agents offer to sell goods or services equivalent or substitutable. Potential customers are then in a situation of choice between...