Marketing Strategies of Coca-Cola - Case Study Example

Professor Yvonne Mc Laughhlin has done well to focus attention on the various global companies with primary attention on Coca-Cola Company and its global competitors, as there is a dearth of books on management for developing countries. With her blend of expertise in the academic discipline and her practical work experience, Prof. Yvonne Mc Laughhlin is well equipped to write this book on global marketing. Due to the lack of sound management books at the graduate and postgraduate levels, this book would feel an important void.

The other books written by this author and published by Business Information Books are 'Business Studies' (1998), "Relationship Management of Toyota' (2006). In addition to these, the author is a regular writer in business magazines and times now. His recent published article on 'TATA's Global Acquisition' in "Business Today", of Jan 2008, has revealed TATA'S insight views of management and future expansions plan. Marketing variables play an important part in the presentation and exposure to the target population.

Age and geographic variables are also important factors. It is important for the Coca-Cola Company to target new segments in order to remain at the cutting edge. In order to remain competitive in the market it is important to present timely and effective information for the target population. The creation of a proper Marketing Information System and its updation on regular basis is very important for the Company to not only keep its presence felt but also to increase traffic. A step by step marketing plan should be undertaken in order to achieve the desired result.

The management should undertake an annual evaluation of the plans and goals designed to achieve. This will help the company to correct its action towards the right direction. Continuous updation and promotion will make it possible to achieve its goals in future.Research ObjectivesTo understand the importance of the strategic model for effective management that integrates strategic techniques in decision making.To understand the decision making process, and the use of strategic business techniques in the organization.

To understand the involvement of various aspects of these tools and their effectiveness in an organization. To get an understanding and critical evaluation of a company to get an insight how effectively the business techniques are implemented. Layout of the bookChapter 1: Introductory background of the main theme of the book, the core research problems and aims and objective for this dissertation.Chapter 2: Reviews the main literature and theories in relation to the market forces, environmental analysis and competitive advantage of the organization in particular the pharmaceutical market.Chapter 3: