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Coca Cola Marketing Strategies

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What do you think has contributed to Coke's ability to compete in this market?

What competitive strategy would be most likely to allow an organization to develop a sustainable competitive advantage? Is this what Coke is doing?

What do you think Coke is going to have to do to maintain its strong competitive position?

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Solution Summary

This solution discusses some of Coke's marketing strategies

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There are several aspects in which a company may survive amidst competition. It may be in terms of its products, the pricing, the channels of distribution, or the promotion. In the case of Coke, it is a correct mix or combination of all. However, what are worth significant to mention include:

1. Distribution efficiency. The product has been efficiently distributed. In the Philippines, Coke can be found even in the smallest store in a remotest area of the country. There are even places there where the word Coke has been a generic and refers to any kind of soft drink. In short, when a buyer utters a word Coke, he means any kind of soft drinks. This is an application of production concept, which is one of the marketing management philosophies. The company focuses on product availability.
2. Product development. The company has been ...

Solution provided by:
Elisa Valdez, PhD
Education
  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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