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Coca-Cola Life

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Introduction
A pharmacist, Dr. John S. Pemberton founded the Coca-Cola company in 1886, Atlanta. 127 years later, this multinational company become the world’s leading manufacturer, marketer and distributor of carbonated soft drink. Their products such as Coca-Cola, Diet Coke, Coke Zero, Sprite, Fanta, Powerade etc. are packaged in a multitude of formats including but not limited to cans, glass and plastic bottles (Coca-Cola, n.d.(a)).
Coca-Cola took gradual steps to overcome challenges and difficulties to become the all time favorite drink of billions of people. They employ more than 30,000 people around the world. It is unarguably the most visible company in the world. (Vrontis And Sharp, 2003, p. 290) Their three main missions include “to refresh the world - in mind, body and spirit, to inspire moment of optimisim - through our brands and actions, and to create value and make a difference everywhere we engage” (Coca-Cola, n.d. (b)).
Ever since the introduction of Diet Coke in the 1980s, Coca-Cola have continuously added brands and variations to their hall of fame. According to MercoPress (2013), a new member, Coca-Cola Life, is admitted into the family, signifying Coca-Cola’s attempt to go green. In fact, the famous logo with the classic red background is now literally green. Currently only available in Argentina, Coca-Cola Life is sweeteened with sugar and a naturally occuring, no-calorie sweetener stevia and packaged in a fully recyclable material made with 30% plant material.

Current Growth Strategy
The strategic direction of Coca-Cola can be analaysed by combining the product and market segments into Ansoff’s matrix. Growth can be achieved by focusing on any of the quardrants (Howells, 2012, p. 151). In the beginni...

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...ne_kjellberg.pdf?sequence=1>. [Accessed 12 November 2013].
MercoPress, (2013). Grren Coke with natural sweentener stevia launched in Argentina. [Online]. Available at: [Accessed 10 November 2013].
Pecina, J., (2013). Nueva Coca-Cola, Life. [Online image]. Available at: [Accessed 10 November 2013].
Trefis, (2013). Will Coca-Cola Life Breathe Life Into The Ailing CSD Category?. [Online]. Available at: [Accessed 10 November 2013].
Vrontis, D. And Sharp, I., (2003). The Strategic Positioning of Coca-Cola in their Global Marketing Operation. Helensburgh: Westburn Publishers Ltd. pp. 290, 391.
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