Markma Case Study About Coca-Cola

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Date Submitted: 07/04/2011 01:24 PM

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on coca-cala



Submitted to:

Ma. Cristina G. Naguit

Submitted by:

Group 3

Larios, Mary Rose

Castillo, Catherine Jane

Golena, Milarmi

Nuqui, Jeramith

Payumo, Karla Angelique


The Coca-Cola Company is one of the largest, most successful and most widely recognized corporations in existence. Coca-Cola is a dominating force in the beverage industry and sets a very high standard of competition. Research shows that its trademark is recognized by over 94% of the world’s population, marketing its products to consumers nearly in 200 countries worldwide, who consume more than one billion servings of its products each day. Running a global business like The Coca-Cola Company requires financial information that must be collected, consolidated, and understood to drive financial reporting, planning, and decision making.

There are many factors contributing to Coca-Cola’s success, however, it is believed that their key success factors are:

• Marketing-Coca-Cola is seen as one of the founding fathers of the modern day marketing model. They were among the pioneers of advertising techniques and styles used to capture an audience. Through its intense marketing campaigns, Coke has developed an image that is reflected in what we think of when we buy Coke and what we associate with drinking Coke. This image has been subconsciously installed in our brain by the advertising campaigns that show Coca-Cola associated with “happiness”.

• Innovation-Coca-Cola has been able to survive and grow in an ever-changing market because of its ability to systematically innovate and deliver new products. Now Coca-Cola offers nearly 400 different products in and is still dominating the beverage industry. This is made possible by the company’s ability to innovate and adapt to changing markets.

• Globalization-Today’s big business takes place on a global scale, and Coca-Cola is no...