Coca cola Essay Example | Topics and Well Written Essays - 1500 words

Coca cola - Essay Example alone recorded more than US$15 billion in 2006 (Kent, para 2-3). In the same year, market consumption volumes for the same product were more than thirty billion liters. This is usually not the same story with many multinationals. Company Overview Coca-Cola Company headquartered in Atlanta Georgia and specializes in soft beverage drinks. The company has operations in more than 200 countries. The plant in Atlanta produces the concentrate and sells it to certified Coca-Cola bottlers worldwide. Bottlers hold agreements with the Coca Cola Corporation, which permit them to produce the finished products. After which bottlers distribute and sell Coca-Cola products to retail stores and vending machines, who in turn sell the products to consumers. Advantages of Coca Cola Differentiated marketing method The most noticeable positional strategy of the Coca Cola Company is differentiated marketing method. This method has enabled the organization to satisfy the needs of a wide range of markets. For instance, it has bottled water products for any of its target segments. It also has Diet Coke which is specifically targeted for the aged or elderly people and those people who are drifting towards a healthier feeding lifestyle. Product levels One of the main advantages of Coca Cola Company over its rivals is that it offers products on three distinctive levels: the core product, the actual product, and the augmented product. In general, features and even materials used make the actual products which in the end avails the core product (Petretti 2-17). Consumers are attracted by Coca Cola products because of their high quality coupled with unsurpassed company standards. As consumers take the products they also end up getting the augmented product which is the extra or additional benefits the consumer derive from the product or the company. However, given that soft beverages are consumables, there is a tendency to pose limits on the augmented level. To counter this, Coca Cola Company not only provides its products in various quantities, it also provides its products in different tastes and coloration to enable the consumer to switch products without crossing over to competitor products. A good example is Diet Coke which is offered in various quantities like the Lagasse Diet Coke, Caffeine-Free Diet Coke, and Chaser Diet Coke basing on the consumer preferences. Global brand Unlike many of its competitors, Coca Cola Company is the leading manufacturer, marketer and even distributor of nonalcoholic drinks worldwide. Presently, the organization has operations in more than 200 countries. The company is a marketplace innovation driver and a solidified investor in local economies. At present, Coca Cola Company commands the beverage industry globally with over 500 beverage brands including about four brands out of the top-five sparkling brands on the planet (Kent, para. 4-6). Coca-Cola Company market share versus other soft drink companies worldwide in 2011, based on sa les value Source: Globalization and Health, Statistica. Disadvantages of Coca Cola Positioned as a monopoly The company has established itself as a monopoly in many countries. As a monopoly, there are many things that are attributed to the company are not encouraging. For instance, the company is likely to produce products that are substance. A case in point, in 2006, in Canada and India, the company was accused on producing