The Case Analysis: Coca-Cola Company

The Case Analysis: Coca-Cola Company

The Case Analysis: Coca-Cola Company

Introduction

Coca-Cola stands as a leading brand in the soft drinks segment supported by its strong product differentiation, which based on its brand image, has been classified by several consecutive years as the most valuable in the world by Inter-brand. This has helped maintain its market share without significantly affecting its price level, even against the entry of new low-priced brands like Big Cola brands such as Carrefour chain. The differentiation can be supported by strong investment in advertising that the company has developed over many decades and distribution strategies ...