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

Coca Cola - Research Paper ExampleDr. John Pemberton developed the Coca-Cola syrup on May 8, 1886 and this the foundation day for Coca-Cola confederation. Since its inception, the gage drink became one of the most famous and largest selling non-alcoholic beverages. The rapid popularity of booby drink of Coca-Cola Company had led to strain its market in international boundaries and in every international market its performance has been applaudable. With the passage of the company kept introducing many innovative beverages other than cola drinks. In the process, the Coca-Cola Company was led by a number of efficient decision makers like Roberto Goizueta and rabbit warren E. Buffett who have contributed towards the value growth of the company. This paper generally deals with case of Coca-Cola Company when it was led by the veteran bloody shame E. Minnick, the Executive Vice President and President of Marketing, Strategy and Innovation (Forbes, 2011). Based on the attached case stu dy, denary aspects like innovations and product development strategy and in this process the role of Mary E. Minnick will be discussed. Question 1 guide and evaluate Cokes marketing and innovation strategy transformation designed to position the company on the cutting edge 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 best 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 period 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). inwardly 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 much(prenominal) situation, it became very necessary to position t he 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 success in global markets, and understanding of culture was one of the key factors for maturation globalized marketing and innovative strategies. Minnick realized 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 developments were the key factor for the company. The innovation strategies were basically meant to counter against the products the two 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 also involved of cultural aspects of each region. It offered different products for different mar kets 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 mete out 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 period, more 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