Case Study

PRODIGALIDAD, Thiel Marie A.

IE-4

COCA-COLA USA (B)

Marketing Research

Prelim Exam

I. OBJECTIVES

➢ To innovate and develop more economical, cheaper and high quality Coca-Cola FCB syrup compared to BurgerRoyal.

➢ To make Coca-Cola more competitive

➢ To develop new marketing strategy that will attract more customers

➢ To improve Coca-Cola Company’s competitive position and generate more revenues through greater innovation and better marketing plans

➢ To recommend possible changes for Coca-Cola’s current situation

II. STATEMENT of the PROBLEM

In view of Coca-Colas’ current situation, what steps should be done by the sales representatives in attempting to sell for the new and growing segment of the carbonated beverage industry? What should the company do when BurgerRoyal is researching on syrups and is secretly producing but a private supplier? How could Coca-Cola Company face problem as such?

III. S.W.O.T. ANALYSIS

← STRENGTH

➢ Coca-Cola is a very competitive company that had turned into one of the most desired product when it comes to carbonated beverages industry

➢ Coca-Cola has an attractive brand as the world’s largest seller ought to increase carbonated beverages sales.

➢ Coca-Cola had a strong brand name, high-volume production capability and multichannel market penetration strategy and is operating globally

← WEAKNESS

➢ Since Coca-Cola is a very large company they should make sure that it is their product are what the consumer wants (when it comes to taste, price and other concerns like health benefits)

← OPPORTUNITY

➢ Coca-Cola competes globally. Product development offers the company many opportunities. There is large opportunity to develop and innovate more products

← THREATS

➢ The company faces a very high competitive rivalry....