Nobody downloaded yet

Market Share - Research Paper Example

Comments (1) Cite this document
According to the 2011 Company Report, the Coca Cola Company’s products (over 200 brands) are sold and distributed to over 200 countries. Forbes Magazine estimates that the world consumes close to 60 billion beverages on a daily basis with 27 % of this consumption being in the United States…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.5% of users find it useful
Market Share
Read TextPreview

Extract of sample "Market Share"

Download file to see previous pages The company is perhaps the leading soft drink seller in the world with Pepsi being the closest competitor, as the Forbes report indicates. In order to market competitively throughout the world, Coca Cola and Pepsi have entered into jurisdiction agreements where each company gets their designated geographical territory where they market their products without rival competition. In Africa for instance, Coca Cola Markets their products north of the Equator while Pepsi takes the south. They agree to share the South African market (Blanding 375).
Marketing Strategy
The key marketing strategy that the company deploys is advertising. According to JS Stuart, advertising is a marketing strategy through which a company seeks to familiarize the consumers with its products while at the same time retaining its customers. The goal of advertising is to compel the consumers to prefer company’s products to that offered by the rival competitors (Watters 276). A large portion of the Coca Cola budget money goes to facilitate advertising. In fact, the amount spent in advertising does not proportionately increase sales. When John Pemberton invented the company in 1886 for instance, he spent $ 77 to advertise the products while his profit was only $ 50. This led to a loss. In the dawn of the 20th century, Coca Cola advertised their products through billboards and newspaper. The newspaper ads had a coupon attached to them. The company had an offer with every coupon where customers were eligible to get a free drink at any distributing outlet in America, Britain and Latin America. Newspaper advertising promoted Coca cola sales in the 1900s. The company began investing in radio advertising in the early 1930s. Later in the mid 20th century, they sought TV advertising, which was by far the most effective marketing strategy (Peter and Donnelly 87). Following the advice from prominent economists, the company began targeting festive seasons. During the Easter holidays, Christmas and Thanksgiving as well as the Fourth of July, the rate of consumption of Coca Cola brands skyrocketed. The Christmas ads featured Santa Claus in a series of newspaper, billboard and TV commercials dubbed ‘happy days are coming.’ In the contemporary world, the mode of advertising for the company has dramatically evolved (Blanding 375). The e-commerce, especially the internet is literally crawling with Coca Cola ads in major websites. Likewise, the company has adopted digital advertising in major cities of the developed world and the developing nations of Africa, South East Asia and Latin America. Today the focus is on Hollywood celebrities who receive numerous Coca Cola endorsements in movies, theatre and popular culture. Coca Cola was for instance, among the major sponsors of the 2010 FIFA World Cup. Due to the growing significance of Coca Cola in contemporary culture, popular musicians led by Shakira and K’naan received endorsements during the World Cup held in South Africa to market their music in Africa. Likewise, the company endorsed popular rock band LMFAO for the recording academy during the 52nd Annual Grammy Awards and MTV Video Music Awards in 2011. The decision to target celebrities came after Gallup International conducted a study that indicated that popular icons and Hollywood movie stars are the most influential people amongst the young generations. Since, the young generations is the target market for almost all Coca Cola products, the company resolved to endorse them with the aim of reaching out to this demographic. According to Thomas Lockwood, a market economist at Columbia ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Market Share Research Paper Example | Topics and Well Written Essays - 4000 words”, n.d.)
Retrieved from
(Market Share Research Paper Example | Topics and Well Written Essays - 4000 Words)
“Market Share Research Paper Example | Topics and Well Written Essays - 4000 Words”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
abins added comment 1 year ago
Student rated this paper as
This research paper was always my weak point. I could never complete it well. Still, after I found this particular paper, I understood how it should be done. So, I performed my research afterward and completed the research paper in several hours, instead of days as it was previously.


Portfolio Management based on Market Share and Market Growth

...of a company in terms of the national advantages. (Refer Appendix 1) An analysis of national and global competition is necessary to identify the strategic position of Tata Motors. “Porter introduced this model in his book: The Competitive Advantage of Nations, after having done research in ten leading trading nations.” (Value Based Management, 2011) BCG Matrix: A BCG Matrix positioning of Tata Motors will help to identify the current position of the company in the market and the possible position. Market share and Market growth, two of the major determinants of a company’s success are the focal points of BCG Matrix. (Refer Appendix 2) In this globalized environment where...
11 Pages(2750 words)Assignment

Apple Inc. Increasing Corporate Market Share

...Apple Inc. Increasing Corporate Market Share Introduction Apple Inc. is committed towards being the market leader in personal computing and digital music products and services. To achieve its business goals, the company has endeavored to provide quality for its customers within businesses, institutions and government agencies. This has been made possible through creativity and innovativeness of its computer hardware and software in addition to computer peripherals, internet services and digital music devices. Regardless of the company’s business success, it is faced with challenges of achieving a greater share in its corporate market. This is due to the...
5 Pages(1250 words)Research Paper

Basic Types of Evaluation

3 Pages(750 words)Essay

Automotive Manufacturing Industry: Market Share or Profitability

...Automotive Manufacturing Industry: Market Share or Profitability Introduction: Each of every business organization exists for a unique reason. In turn, they have their own missions and goals which guide them in the establishment of their individual objectives and strategies. The most important decisions of a business organization is often dependent on how it wants to see itself-of its primary goal. This paper will take a look at the most important goal in a business organization in an automotive manufacturing industry. This report will particularly address the debate whether market share or profitability should be the most crucial and primary goal pursued by a car manufacturer. The next section will briefly define market share... and...
3 Pages(750 words)Essay

First to Market Organisations: Market Share Fluctuations Despite Initial Market Gains

...First to Market First to Market Organisations: Market Share Fluctuations Despite Initial Market Gains You Academic Organisation First to Market 2 Abstract This project is designed to refute the generalised assumptions of an organisations ability to maintain leading edge advantage by striving to introduce its products and services as first to market innovation. Though some of the profitability gains experienced by an entity that offers consumers breakthrough market items are initially quite substantial, risk factors and methods with which to compete for the same market are...
20 Pages(5000 words)Essay

Market Share and Business Revenues

...According to Ventkatraman and Prescott (1990), market share and business revenues are stable based on the diverse successions in the industry. His study employed relatively fixed method, evaluates the constancy of the environment and the interaction among planned source implementations. The position of market shares show companies gain during two different stages in the macroeconomic environment. The outcomes point to that the common of the relationship between MS and BP is established, but the set of major tactical factors are the cause to the differences between MS and BP. (Venkatraman and Prescott, 1990) The impact of allocations on profitability is based on the amount of the center and price of growth in the business... in which...
4 Pages(1000 words)Essay

Market share

...Executive Summary This report pays special attention in the operating mechanisms of ASDA supermarkets in the fresh foods department. It is aimed at establishing the means and ways of increasing the market share of ASDA in the fresh foods distributions. The report will establish the practices carried out by the main competitors of ASDA supermarkets as well as the actions to take to out do them. The researcher will provide the necessary steps to be undertaken so as ASDA supermarket may maintain as well as increase their market share. The aim of this report is to establish how ASDA supermarket will increase it market share compared to the competitors. This report provides all the relevant information regarding ASDA supermarkets... players in...
10 Pages(2500 words)Essay

Response to students' posting on Market Share

...Market Share for Medical Facilities Response to LaDeema Gallagher Yes, it is absolutely right. Hospitals usually lack any permanent mean of income and they operate on the funds provided by insurance companies and government agencies, against the services and treatments, which these facilities provide to the patients. However it is painful to point out that only the people with a lot of money get the best treatment while others suffer through illness (Frank & Salkever). Response to Greg Bertke This student points out, toward the importance of market coverage with reference to the price advantage. This conclusion is ingenious indeed, because the large scale operations also assist the...
1 Pages(250 words)Assignment

Robinson fruit shoot market share

...Chapter Four Findings 4.0 Introduction This chapter will present a breakdown on the data collected through the depth interview. It will discuss in details the field work and data collection for the research project. Each of the questions had been designed to meet the different objectives which are: •To understand how brands compete for market share •To identify the factors that lead to an increase in market share •To identify current consumer trends in the fruit juice industry •To provide an understanding of the factors that play an important role in gaining market share so Robinson Fruit Shoot can achieve an increase of 5% of...
6 Pages(1500 words)Essay

Tesco(supermarket) lost market share

...TESCO SUPERMARKET MARKET SHARE By Location Tesco supermarket market share Problem Tesco supermarket was losing its market share as some of its closest competitors continued to gain market share. The market share experience a drop from 30.2% in 2013 to 28.8% in 2014. It is believed that there were some management issues that led to this decline in this situation and the possible solutions are discussed herein. Recommendation There are a number of reasons as to why Tesco supermarket has been losing their market. Unlike their competitors such as Aldi and...
2 Pages(500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Research Paper on topic Market Share for FREE!

Contact Us