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Market Model Patterns of Change - Research Paper Example

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The Market Model Patterns of Change Name: Institution: Coca Cola Company was started in the late 19th century. It is the largest soft drink company in the world and has for the past few years come up with new products. These products are like new coke, coca cola black and coca cola orange…
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Market Model Patterns of Change
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Download file to see previous pages The introduction of Pepsi and other competitors into a market changed Coca cola’s business operations. Among these was the adoption of increased advertisement to popularize the brand. In addition, it introduced new incentives to the market like sports sponsorship and holiday campaigns. The company has also introduced new products like bottled water. The company entered new markets and increased the number of outlets in the globe (Petretti, 2008). In the short run a business seeks to maximize on the profits by increasing production, decreasing production and continue producing. Coke started operating aggressively in France in 1999. Its primary concentration was customer satisfaction. This is evident through incentives offered to retailers and middlemen. This has made coke available to the customer. It has also acquired shelf spaces in areas that the customer can easily access the product. Coca cola aims to reduce it cost of production in the long run. This could be achieved through the change in capacity levels in order to reach low cost, which is evident through its plan to increase production in china. It would be achieved through introduction of new production line. ...
Needless to say, the company was sued by its distributors as it sought to expand its market of powdered sport drinks. This created a bad reputation to the Coca Cola Company. It however created a problem within its distribution channel. Coca cola has faced tough economic conditions. According to Gill (2008), these conditions have led to low consumption of the beverages. It has encountered high ingredients cost and a decline in sales. In countries such as India the company has received criticism from activists. It has been accused of depleting underground water where the bottling plants are located. The company has to improve on its corporate social responsibilities in order to remain competitive in the industry. Competitors are forging partnerships that are aimed at increasing their market share in certain markets (Gill, 2008). Pepsi and Tingyi holding corporation established an alliance that aims to exploit the China market. Coca cola moved in to increase its production in the market by building new production lines. On the other hand, Pepsi has been able to improve its market share to almost 20 percent as compared to coca colas’ 17 percent. Coca cola has experienced a decline in profit levels. In Europe it registered a 4 percent decline in sales. This is due to the economic crises facing the continent (Gill, 2008). Pepsi produces soft drinks as well as snacks. Coca cola has been able to improve on its products as well as come up with bottled water. This indicates that the competition is stiff. Petretti (2008) denotes that these companies are innovating new ideas to remain relevant in the market. Pepsi has been reported to have spent around 3.5 billion dollars in marketing its products. Pepsi has recently realized ...Download file to see next pagesRead More
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