Marketing Management Coca Cola Case

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Submitted By groepk7
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Marketing Management

Analysis of
The Coca Cola Company®

Team L4

[pic] [pic] [pic] [pic]

Ellen van Winkel Thamar Peper Annelieke Been Rozemarijn 561548 561526 561503 Barendsen, 552505

Marketing Management Block 1-2008 Date: 25 February 2008, Amsterdam To: Dr. L. Lin Mr. van der Rest

Version 1
Chapter 1 Introduction

We started this project with a choice, Coca Cola or Pepsi. We chose to analyze Coca Cola, we all preferred the brand image, and were eager to find out how Coca Cola is organized.
The next step was determining what geographic location would be analyzed. We chose the United States, the soft drink capital. Soft drinks are invented in the United States, and has the highest consumption of soft drinks.

After analyzing the Cola War Continues: Coke and Pepsi in 2006 we were able to state the problems in the case. These are divided into a main and several sub problems, that are stated below.

Main problem:
To analyse the case about the Cola War and the position of Coca-Cola a main problem is formulated.
‘What could coca cola do to remain its market position and stay ahead of its competitors?’

Sub problems:
To finally give an answer to the main problem sub problems are needed. They will help to find answers to different segments in the case. These answers to the sub problems together will provide the answer to the main problem. The sub problems can be arranged under different headings and are as follows:

What lies in the future of Coca-Cola? • What are the opportunities and threats for Coca Cola?

Where is Coca-Cola now? • What are the…...

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