Coca Cola Research Paper Example | Topics and Well Written Essays - 1000 words

Coca Cola - Research Paper ExampleDr. John Pemberton veritable the Coca-Cola syrup on May 8, 1886 and this the foundation day for Coca-Cola Company. Since its inception, the booby drink became one of the most storied and largest selling non-alcoholic beverages. The rapid popularity of smoke drink of Coca-Cola Company had take to expand its market in external boundaries and in e truly international market its performance has been applaudable. With the passage of the company kept introducing many progressive beverages other than cola drinks. In the member, the Coca-Cola Company was led by a number of efficient stopping point makers like Roberto Goizueta and Warren E. Buffett who have contributed towards the value growth of the company. This paper mainly deals with case of Coca-Cola Company when it was led by the veteran Mary E. Minnick, the Executive Vice President and President of Marketing, Strategy and Innovation (Forbes, 2011). establish on the given case study, multiple as pects like innovations and intersection point exploitation strategy and in this process the role of Mary E. Minnick will be discussed. Question 1 Describe and evaluate Cokes marketing and innovation strategy transformation designed to space the company on the cutting bounce of consumer trends. During 1980s and 90s, the Coca-Cola Company was the global leader of non-alcoholic beverage company and had portrayed itself as one the surmount blue chips companies. This was the phase when the company was led by the team of Roberto Goizueta and Warren E. Buffett. However, after this immediate consummation of glory, it faced a threat from the key rival PepsiCo Inc. PepsiCo was founded in 195 by Donald M. Kendall with the similar concept of cola drink (PepsiCo, 2011). Within the next ten years of its inception, it gained significant amount of market share and as an effect, Coca-Cola Company lost higher percentage of market value. In such situation, it became very necessary to position th e company on the cutting edge of consumer trends by implementing an effective set of marketing and innovation strategies. By the time Mary E. Minnick joined Coca-Cola, the competition took place on a global level and for supremacy in global markets, and understanding of culture was one of the key factors for developing globalized marketing and innovative strategies. Minnick cognise that the innovations like merely by repackaging and slightly changing the flavors would not be helpful. In the process of innovative marketing strategy, multiple innovative product maturations were the key factor for the company. The innovation strategies were basically meant to counter against the products the devil key non-carb rivals Snapple and Gatorade. Moreover, during 1990s, Coca-Cola focused to generate revenues by introducing innovative products other than cola drinks. Besides, the marketing strategy withal involved of cultural aspects of each region. It offered different products for diffe rent markets and also the promotional and campaigning activities were also very specific as per the culture of markets. Question 2 Critically evaluate Cokes product strategy of developing healthy beverages. During 1990s, the product strategy of Coca-Cola was the major activities to cope with intensifying competition. Product development strategy during the time of Minnick took a new attempt as there were significant product development took place in the existing production as well as in new products. During this arrest, more than than 1000 new beverages were introduced and the main theme behind these new products was the health for example, diet drinks like Coca-Cola Zero, coffee-flavored cola etc were launched for male market segment. However, such products were not capable of offer major benefits to the company for longer period of time. Perhaps, the true