1.1.1 Coca-Cola as a case study
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11 Terms
Mass Market
Coca-Cola targets all demographics in the global fizzy drinks market.
Niche Market
Coca-Cola Zero and flavoured waters are examples of niche products offered by Coca-Cola.
Market Share
Coca-Cola holds one of the highest shares in the global soft drinks market.
Brand Loyalty
Coca-Cola is an iconic brand with high global recognition and customer loyalty.
Dynamic Market
The market is shifting towards health trends and sugar reduction.
Online Retailing
Coca-Cola utilizes direct-to-consumer sales and e-commerce platforms.
Innovation
Coca-Cola introduces new flavours, packaging, and health-focused variants.
Adapting to Change
Strategies like smaller cans, recycled bottles, and localisation help Coca-Cola adapt.
Competition
The rivalry with Pepsi drives price, promotion, and product development.
Risk in Product Launches
There is a risk that new product launches by Coca-Cola may fail.
Uncertainty
Coca-Cola faces uncertainty due to health laws, global pandemics, and political factors.
