Coca-Cola

TABLE OF CONTENTS

Page

EXECUTIVE SUMMARY 1

OVERVIEW 1

The Industry 2

Competition 2

Brand 2

HISTORY 3

PROBLEM STATEMENT 3

OBJECTIVES 3

Pricing Methods 4

Pricing Strategies 4

Promotional Strategies 4

Distribution System 4

METHODOLOGY 5

SWOT Analysis 5

FINDINGS 6

RECOMMENDATIONS 6

RESULTS 7

CONCLUSION 8

APPENDIX

BIBLIOGRAPHY

EXECUTIVE SUMMARY

Research was conducted on The Coca-Cola Company and how it sustains its competitive advantage. A business has to understand the dynamics of its industries and markets in order to compete effectively in the marketplace. The following focuses on Coca-Cola Company and its competitive advantage in the soft drink industry. We first discuss the company followed by the success of the company as a whole. We also introduce possible measurable results that Coca-Cola could use to determine their growth or decline. Also up for discussion are a few major views of Coca-Cola as a business entity. Having these different views allows for a more efficient company, more focused on its goals. Coca-Cola is very definite with what they would like to accomplish and also what they promise to their customers and shareholders. Their flagship brand empowers the company with a tremendous competitive advantage and a solid foundation for success along with their innovative marketing approach and their unmatched distribution system.

OVERVIEW

The Coca-Cola Company is the world's largest soft-drink company. It manufactures, markets and distributes non-alcoholic beverage concentrates and syrups. The syrups, concentrates and beverages bases for Coca-Cola and nearly 400 other soft drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world. More than 60% of its products are sold outside of the US. It is headquartered in Atlanta, Georgia.

The Company...