the branding values of the coca cola company grab the competitive edge in the marketplace. in the journey of the executive leadership of coca cola company become profitable and sustainable growth company. therefore, it is crucial to have focused on these issues (mourdoukoutas, 2013) the remote factors are those who have the significant impact on the operations of the company and which are less in control of the coca cola corporation. meanwhile, the management of the company is responsible for the development of the organizational strategies in that instance. the competition is very tough, and the competitors are trying to capture a large share of the market in that instance. otherwise, the market share of the company could be difficult to capture in that essence. the company believes in the change, and this is one of the most prominent objectives.
we understand that business to consumer brands can produce vastly different results in and within every region of the globe, and what better example than the beverage industry. coca cola markets and sells its products in over 200 countries, but despite developing a global and universal image in 127 years, the brand like any other, needs to address different regional preferences such as flavor, calorie count, sugar content, consumer behavior and of course competition. in 2017, consumer data from the freestyle machines displayed considerable consumption levels of sprite and cherry flavors.
coca-cola is even so comfortable as to say that it is not in the beverage market but the âshare of liquid consumptionâ market, showing itâs dominance of the drink market in general. monster energy drinks is also moved to market by the coca-cola distribution chain and has caused a lot of speculation in recent years as to their purchase of the energy drink giant. while powerade still holds a fragment of the market in comparison to gatorade but coca-cola also markets vitamin water which is rapidly rising in the sales charts. while soda is not the only means of sales for coca-cola it is by far their largest market.
as i was waiting for the shopkeeper to fetch me a loaf, the tv in his store caught my attention. is it the drink that you and i enjoy on a hot summer afternoon?… or is it the iconic contour design bottle conceptualized in 1916, and to date, remains the same?… actually, it is none of these. the beverages market is an oligopoly, with a small number of manufacturers and many purchasers. another aspect to consider was that vending machines were prevalent during that time, and coca-cola owned around 85% of the total vending machines in the us in the 1950s. and the same coke in a hotel would cost about $5.
the goal of a positioning statement is to align marketing efforts with a company's brand and value proposition. at its core, your business’s positioning statement summarizes the value that your brand, products, and services bring to the target market. whether your market category is developed or you're part of an emerging or niche market, you'll need to define who the buyers are in the space, where they're searching for goods and services, and who currently has their attention. they create the culture of your organization and leave a favorable impression on your target audience. your brand’s positioning statement should be concise and to the point.