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Use of IT in Marketing - Case Study Example

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This research will begin with the statement that Coca-Cola is a world leading soft drink producer and marketer operating in more than 200 countries globally. The researcher states that it has licenses of over 400 brands of non-alcoholic beverages…
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Use of IT in Marketing
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Download file to see previous pages It is evidently clear from the discussion that Coca-Cola has been facing challenges in the current market as a result of the market-driven changes, Social-economic changes as well as regulatory changes. An external analysis of the company’s industry is conducted in order to comprehend the effect of the environment. An internal analysis of the company is conducted in order to comprehend its internal capabilities, external factors affecting its performance and future opportunities. This enables one to evaluate the approaches which firm can employ and needs to undertake in order to strengthen its position in the current soft-drink market. There is also the need for checking whether it would be appropriate for the firm to reduce its dependency on the carbonated drink and as well diversify its products portfolio to the noncarbonated sector in order to be top in the competition. The best approach to becoming a competitive beverage fir is by addressing the major issues identified to have directly impact to the company. In the past (three decades down the line), the competitive environment of the carbonated soft drink (CSD) industry has been acknowledged by the implicit acquiescence of the dominance by the Coca-Cola Company. However, its dominance has been greatly challenged by other emerging firms in the industry such as Pepsi-Cola. The current competitive environment has been well publicized and quite intense. Since then, the Cola war has been declared and the battle is still on. In this industry, Coca-Cola and Pepsi Cola have been acknowledged widely as the two major marketing companies of the soft drink products. Currently, as the marketing strategies get heated up, some other fresh products and types of packages have been brought over. Such strategies as celebrity advertising have been widely employed. ...Download file to see next pagesRead More
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