Coca Cola Harvard Case Solution & Analysis

Coca Cola Case Solution 


The company selected for the analysis of strategic marketing in an organization is Coca-Cola.Coca-Cola is a beverage company, which provides diet and regular sparkling beverages and still beverages. The company’s portfolio of brands includes Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitamin water, PowerAde, Minute Maid, simply and Georgia. It operates through seven segments: Eurasia&Africa,Europe,and LatinAmerica, Asia Pacific, Bottling investments and Corporate.The Eurasia & Africa segment is engaged in supporting the 2020 vision by delivering broad-based unit case volume growth and delivered double digit volume growth for the year in the areas of East and Central Africa, Middle East, North and West Africa, Southern Eurasia and turkey.The Europe segment is engaged in developing and implementing packaging and lower-cost for the first-timer buyer packaging and advancement in the energy drinks category. The Latin America segment attributes its growth from its FIFA World Cup program activation, expansion to other beverages categories, affordability strategies and accelerating market investment levels. The North America segment is engaged in building strong, value-creating brands by well-defined brands, price,and package and channel strategy. The company was founded by  Griggs Candler in 1886 and the Headquarters of the company is located in Atlanta, GA.

My Role in Organization       

I work in Coca-Cola as a marketing manager,and my responsibilities are to manage the in-house and external strategies to generate market categories, consumer insight and to identify opportunities and to exploit them. I also intend to work with cross-functional teams to develop winning and profitable marketing mix bundle.I am responsible to monitor the performance and executions by setting and tracking KPIs.I also make sure to work closely with the on field teams to manage and identify new trends,opportunities, and work with R&D to identify and analyze new trends and better solutions for packaging. (vrontis, 2003)


Before discussing the role of strategic marketing in Coca-Cola, let us have a brief overview on what actually is Strategic Marketing.Strategic marketing has been defined as the management function responsible for identifying, anticipating and satisfying customer requirements profitably. Strategic marketing is, thus, a philosophy and a set of techniques, which addresses such matters as research, product design and development,pricing, packaging, sales and sales promotions. A modified definition of strategic marketing suggests that marketing is a management process that seeks to maximize returns to shareholders by creating a competitive advantage in providing, communicating and delivering value to customers thereby, developing a long-term relationship with them. The role of strategic marketing in an organization is to develop strategies, build relationships of trust with customers, choosing the right customers (segmentation) and then creating competitive advantage in that particular market segment.

The strategic marketing techniques of Coca-Cola speak for its success today sustaining in the market with a high market share. The said strategies that Coca-Cola used in order to build the competitive advantage are:

  1. Unique market-tasted formula
  2. The timeless fonted logo
  3. Distribution in property bottles
  4. High standard relationships with the retailors
  5. Word of mouth advertising

Unique Market-taste formula:

The company used a very precise set of strategic marketing tools to analyze the markets and to build a unique beverage which people can distinguish among others beverages. For that, the company conducted extensive surveys as a part of effective strategy to identify the gaps in the markets and look for opportunities in the already saturated market of US. The company removed the element of cocaine from its original coke however,it maintained other key ingredients in the drink which after the surveys and test launch were admired by the customers...........................

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