1.1.1 Coca-Cola as a case study

Topic

Coca-Cola Example

Mass Market

Global fizzy drinks market targeting all demographics

Niche Market

Coca-Cola Zero, flavoured waters

Market Share

One of the highest in the global soft drinks market

Brand

Iconic, globally recognised brand with high loyalty

Dynamic Market

Shifts to health trends, sugar reduction

Online Retailing

Direct-to-consumer sales and e-commerce platforms

Innovation

New flavours, packaging, and health-focused variants

Adapting to Change

Smaller cans, recycled bottles, localisation

Competition

Pepsi rivalry fuels price, promotion, and product battles

Risk

New product launches may fail

Uncertainty

Health laws, global pandemics, political factors