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Essay / Research Paper Abstract
A 6 page paper discussing the company and its strategy, but from the perspective of mieroenvironment. The paper discusses some of the classic economical matters that Coke faces, such as the high cost of raising prices only to see that individuals roundly rejected its products; price elasticity; revenues, inputs and profit. Bibliography lists 8 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KScokeGen.rtf
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Unformatted sample text from the term paper:
the mission of the Coca-Cola Company (NYSE: KO) has been to make the product a universal, global one. Long before the globalization trend that has now become so familiar
was ever conceived, it was Cokes policy to work to place its product "within arms reach" of anyone with the most casual of thoughts of wanting one right away.
Historically, the company seems to have practiced little in the vein of integrated marketing aside from the consistent message to buy Coke products.
Coca-Colas international advertising budget currently stands at more than $500 million (Chura, 2002), and competition for its business is more than only substantial (Angrisani, 2002). The companys strategy has
been based on a global view for years, but it currently is shifting to a more local focus. This brings about a more integrated effort in that marketers must
construct messages meaningful to the local population yet consistent with Cokes overall goals. State of the Industry The soft drink industry has changed
far more than its largest players would care to see. It has changed more than competitors stockholders have enjoyed, and it is a far different industry than it was
only a decade ago. Changes were apparent even then, but few understood the breadth of change that would be taking place. The
industry has experienced some consolidation, but far less than that which other industries have witnessed during the decade of the 1990s. The most noticeable change is that the soft
drink industry has learned that the consumer truly can live without its products in the face of rising prices, but that realization has not changed the positions of the top
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