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The Coca-Cola Company: An Analysis of Fundamental Marketing Techniques - Case Study Example

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The "The Coca-Cola Company: An Analysis of Fundamental Marketing Techniques" paper examines how the Coca-Cola Company has continued to effectively employ essential marketing techniques that have given them the ability to overcome marketing challenges since the birth of the famous soft drink…
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The Coca-Cola Company: An Analysis of Fundamental Marketing Techniques
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Download file to see previous pages In today’s world wherein the line of communication has been blurred by technology, it can be said that one cannot live in the 21st century without knowing what Coca-Cola, Nike, McDonald’s, Microsoft, and Sony are. How so? It is because these famous brands have been impressive in their application and modification of marketing strategies and in maximizing the advantages that technology has brought them; hence, they have maintained their top market positions throughout the decades. They have made it their business to know what the consumer wants and have created and sustained brand names that consumers can trust.

It can be said then that “marketing is changing to meet the changing world” (Kotler 1999, p. xv). Indeed it is—as it should be. Although fundamental marketing techniques are still being applied, the way that they are being used must take into consideration the “now.” Their various applications may have been modified to keep up with the changing times, but the basic marketing principles that allow for a product to be successfully launched, reinvented and re-launched will always be the same. Hence, a mastery of these marketing strategies is necessary for companies to stay on top of the market. The Coca-Cola Company, famous for its trademark soft drink Coke, is the epitome, not only of the process of the successful launch of a product but more importantly, of the lasting success a corporation can have by efficiently employing fundamental marketing strategies. 

Although much associate marketing with advertising due to the countless ubiquitous television, print and radio ads, it is but one of the functions and strategies that are associated with marketing. Kotler et al. (1999, p. 10) define marketing as “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” ...Download file to see next pages Read More
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