Coca Cola Competitive Strategy

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The Coca-Cola Company is an American multinational company, which is the world’s leader of the non-alcoholic beverage markets, operating in the beverage industry as manufacturer, retailler, and marketer of nonalcoholic beverage concentrates and syrups (Ravi). The company is based in Atlanta, Georgia. Since 2015, the current CEO is Muhtar Kent. The product was invented by a pharmacian, John S. Pemberton in 1886. In 1889, Asa G. Candler begins to acquire personal control of the Coca-cola formula and patents from John Pemberton and his Partner. He founded the Coca-Cola company in 1892 in Atlanta, Georgia.
The Coca-Cola Company is the world’s largest beverage Company. The firm has grown quickly becoming a real empire, which owns or licences more …show more content…

Its ability for continuous development of new products and reinventing new ones has positioned it competitively. The Coca-Cola Company follows the differentiation strategy by spending enormous amounts of money in advertising campaign to differentiate and create a unique image for their products. It provides different products to the customers and has been successful in gaining a leading position among the competitors. Also, the company has settled up the Coca-Cola Freestyle machine allowing customers to mix and match their classic Coca-Cola beverages with many different flavours. In addition, Coca Cola has been focused on the internationalization of is brand by taking advantage of the globalization that allowing it to expand their operations globally. Also, Coca Cola Company has based its strategy on diversification. Thus, its main brand is derived by sub-products maintaining a strong affiliation with Coca Cola, such as the Diet Coke Cola, Lemon Coke, Cherry Coke, Vanilla Coke…. ("Coca Cola Product Strategy"). The company also maintains pricing strategies that are competitive in the market. The consumer prices have remained fixed for a long

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