After a cross survey by the Standard and Poor’s Industry surveys, the beverage has higher sales in countries outside the U. for example Japan, Brazil and Germany have posted a major economic improvement in the soft drinks market (Lamp, Hair & McDaniels, 2012). Therefore these markets will play a major role in the success and higher growth for majority of the soft drink industry.S citizens are working on a good and balanced healthy lifestyle. Many of them are switching from beer and alcoholic drinks to bottled water and diet colas affecting the non-alcoholic beverage industry (Lamp, Hair & McDaniels, 2012).Consumers aged between 37 and 55 are greatly concerned with their diet and nutrition. They have posted a larger population and since they have become old they are more concerned with increasing their prolonged existence. This will continue affecting the non-alcoholic beverage industry by increasing the demand of healthier drinks.Advertisements, marketing and promotions are very critical factors in the effective performance of the company. New technology such as television and the internet use special effects to create an attractive nature of a product (Lamp, Hair & McDaniels, 2012).This helps greatly in selling of the products. Introduction of plastic bottles and cans have increased sales tremendously for Coca-Cola as this gives the consumer an easier way to carry and dispose them once they are used.One of the greatest strength of Coca-Cola is an extremely recognizable branding. Coca-Cola produces and sells four out of five of their products which include Coca-Cola, Fanta, and Sprite and diet coke. Consumers have stayed loyal to the company and its products which are evident from the high market acceptance of Coca-Cola’s newly introduced products (Anders, 2013). To widen its presence, the company has entered into other non-alcoholic drinks and juices that have been successful in the market. For instance, Minute-Maid is available in over 80 nations, which improved its shares citing 11% increase in sales volume in 2005 (The Coca-Cola Company, 2015).In 2004 Coca-Cola Company introduced the Dasani, a bottled water brand in the UK. By March 2004, the product was discovered to have excess levels of Bromate in the product which could cause side effects including dangerous diseases such as Cancer in human beings. The result of this was a recall expense of 32 million
Anders, J. (2013). Coca-Colas Marketing Strategy: An Analysis of Price, Product and Communication. Munich: GRIN Verlag GmbH.
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2012). Essentials of marketing. Mason, Ohio: South-Western Cengage Learning.
The Coca-Cola Company. (2015). Retrieved from http://www.coca-colacompany.com/our-company/
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