Case Study Of Coca-Cola

1050 Words 5 Pages
Coca-Cola is the largest soft drink maker in the world. John Pemberton is the founder of the company in the late 19th century. In 1919, a group of investors purchased the company and re-corporate and headquartered in Atlanta, Georgia. Under new management, Coca-Cola has been growing and dominated the soft drink market substantially. Currently, the firm has more than 40 percent of market share of the soft drink market, and it presents more than 160 countries in the world. With ongoing demands from consumers, Coca-Cola makes several new products to fulfill the consumer’s needs. Energy drinks, non-sugar products, and teas are the primary drinks of the firm to distribute to the market in the last 5 years. In fact, the carbonated drink industry …show more content…
Thus, Coca-Cola always invest intensively in their research and development division to invent a new formula, or making a new method to improve its current products. In fact, the firm can apply a primary research or a secondary research to make its study becomes effectively. Moreover, the company needs to a leading indicator, such as conduct surveys, ask consumers how the company may improve its products in order to see the current product trend of the demand from consumers. Therefore, Coca-Cola produces the products that meet the demand from consumers to fulfill their …show more content…
On the first earning quarter 2017, the firm has failed to achieve its EPS. The actual EPS is 0.27 that compared the estimate EPS is 0.43 (Coca-Cola, 2017). The disappointment earnings due to several factors such as the tight competitions, high U.S. dollar value, and the change of purchasing soft drinks to other herbal products from consumers. Customer satisfaction is an important aspect to indicate the effectiveness of research. According to American Customer Satisfaction Index (2017), the customer satisfaction index of Coca-Cola has been declined gradually on their products based on the decrease of the number of baseline. Organizational learning and innovation is the critical process to help Coca-Cola achieves its objectives in terms of introducing new product or enhancing its current drinks as well. In fact, Coca-Cola has succeeded to launch several strategic products to adapt the current trend, which has preferred healthy drinks. Healthy bottled tea is the newest drink that the firm has introduced to the market in February, 2017 to serve consumers in worldwide. This new product adapts to the social responsibility and driving the success of the firm to accomplish the milestone goals accordingly (Hepburn,

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