1.1.1 Coca-Cola as a case study

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11 Terms

1
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Mass Market

Coca-Cola targets all demographics in the global fizzy drinks market.

2
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Niche Market

Coca-Cola Zero and flavoured waters are examples of niche products offered by Coca-Cola.

3
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Market Share

Coca-Cola holds one of the highest shares in the global soft drinks market.

4
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Brand Loyalty

Coca-Cola is an iconic brand with high global recognition and customer loyalty.

5
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Dynamic Market

The market is shifting towards health trends and sugar reduction.

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Online Retailing

Coca-Cola utilizes direct-to-consumer sales and e-commerce platforms.

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Innovation

Coca-Cola introduces new flavours, packaging, and health-focused variants.

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Adapting to Change

Strategies like smaller cans, recycled bottles, and localisation help Coca-Cola adapt.

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Competition

The rivalry with Pepsi drives price, promotion, and product development.

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Risk in Product Launches

There is a risk that new product launches by Coca-Cola may fail.

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Uncertainty

Coca-Cola faces uncertainty due to health laws, global pandemics, and political factors.