MGT330 Final Paper

2299 Words Nov 22nd, 2013 10 Pages
Student Name
Coca-Cola Re-Invented
BUS336: Marketing Strategy
Teacher Name
September 23, 2013

Coca-Cola Re-Invented

Coca-Cola is one of the world’s biggest and most well-known beverage brands. During its heydays when the company was led by CEO Goizueta, Coca-Cola’s stock was on a steady rise. As late as the 1990s, Coca-Cola Co. was one of the most respected companies in America, a master of brand-building and management in the dawning global era (Carvens & Piercy, 2009). Over the last couple of years, however, Coca-Cola’s stocks have been falling and profits have been decreasing from quarter to quarter.
The new age brings a challenge to Coca-Cola to find a way to reinvent and rebrand itself. With Mary
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Companies that lead in innovation, such as Apple Computers for example, continue to create new products that are even more advanced and revolutionized than before. Coca-Cola needs to adapt the mindset of companies such as this. New, innovative beverages will help the company gain market share in the industry. Gaining exposure in other market segments can benefit the company’s image and revenue.
Ideas of crossing over beverages into new categories, such as skin care, beauty, weight watchers, and detoxification is in the works for Coca-Cola. With the new age, people are seeking a different satisfaction from beverages than they have in the past. For example, not only are consumers looking for good taste, but they also desire features, such as feeling and looking better. Coca-Cola has the ability to become the leader in a new market segment with new innovative health beverages. Coca-Cola can use Red Bull for example. Red Bull created the energy drink segment, becoming the leading brand in a fresh market segment. Similarly, Coca-Cola can mimic Red Bull’s strategy by seeking out a growing, niche market with opportunity of expansion.
The healthy beverage market can be tricky, however. In order to make certain claims in the U.S., government approval and regulation is required. Therefore, Coca-Cola would have to invest in heavy product research to uphold its claims. On a

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