Coca Cola Case Study

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Coca-Cola case

Economics

Auteur: Job de Visser
Versie: 2.0
Onderwijs instelling: HZ University of Applied Science
Departement: Economie & Management
Uitgave: 29 January 2014, Vlissingen
Coca-Cola case

Economics

Auteur: Job de Visser
Studentnummer: 65920
Semester: 1
Study year: 1
Lecturer: J. Jessen
Group: IBMS 1B
Contents
Page 4…………………Developments
Page 5…………………Porter’s 5 Forces
Page 6…………………Porter’s 5 Forces
Page 7……………………Conclusions
Page 8……………………Annex 1, Sources

My focus is on the Coca-Cola Enterprises it is a marketer, producer, and distributor for Western Europe and former bottler of North America

Developments
If you are a global company, like Coca-Cola and PepsiCo, or a local manufacturer. They all have to develop new soft drinks, to full-fill the changing or new needs for consumers. This development can be done on brand new markets or on the traditional markets. It is a big challenge for the companies to differentiate their product towards the competition. In the more developed markets it is hard to differentiate your product, because there is a lot more competition. The future of the soft drink industry are in the upcoming countries. These upcoming countries are: China, Brazil, India, Indonesia, Nigeria, Venezuela, and Colombia. The current products is the biggest part of the growth in these new markets, but these countries have other lifestyles and that will lead to the obligation to develop new products. The growth of the soft drink industry will be based on staple products, like bottled water and carbonates. In the developed and the new markets is the competition increased, so it is n...

... middle of paper ...

...ry critical. So Coca-Cola have to invest a lot of money in the differentiation in the products. An advantage of this market: the distribution is all via the supermarkets and hypermarkets. The economic crisis hit this market the most, because consumers are more critical.

The biggest investments are for every market:
Traditional: distribution channels.
Modern: marketing.
Post-Modern: differentiation.

My advice for Coca-Cola is to invest in the modern market. Because I think marketing is the ‘smallest’ investment. They have to invest in marketing because of the competitive small companies. And the other markets have more huge disadvantages. The traditional market have a small bargaining power of consumers, you cannot solve this problem. And the economic crisis has an huge impact on the post-modern market.

I agree with the plagiarism control

Internet sources

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