Running Head: COCA-COLA 1

Mini Project #4 – Coca-Cola

Zihong Zhai

Professor Maureen Chisholm

Quincy College

BUS 202 OT1

Feb. 25, 2021

Mini Project #4 – Coca-Cola

In my view, the Coca-Cola Company has benefits in the retailing, and marketing of

nonalcoholic beverage contemplates and syrups. The Company is a perfect cold drink company,

which is currently dealing with roughly 500 brands of drinks in around 200 territories. The Coca-

Cola Company is an American but multinational beverage corporation integrated under

Delaware's General Corporation Law and has head offices in Atlanta, Georgia. Along with the

company’s Coca-Cola brands, its assortment includes some of the world’s most cherished

beverage brands, for instance, Ayataka green tea, AdeS soy-based beverages, Del Valle juices

and nectars, Dasani waters, Gold Peak teas, Fanta, Georgia coffee, and other coffees, the Honest

Tea, innocent smoothies and juices, Minute Maid juices, Powerade sports drinks, SmartWater,

ZICO coconut water, Sprite, and Vitaminwater (Mekimah & Sayad, 2020). Coca-Cola deals with

carbonated soft drinks manufactured by Company and originally marketed as a temperance drink

and intended as a patent medicine. The company has prioritized using technological innovation

to boost its customer service, with marketing tactics that have led it to dominate the world soft-

drink market. The bottlers sell, hand out, and stock Coca-Cola to retail stores, cafeterias, and

vending machines throughout the world.

It is undisputed that the company is constantly improving its customer service and

changing its portfolio, commencing from reducing sugar drinks to conveying innovative new

products to market in order to satisfy the desires of its customers (Lucas, 2015). The company

has made endeavors to reduce the attributed negative environmental impact by simply stocking

up water and hence promoting reutilizing. The company together with its bottling partners is in

the position to employ close to a million people, thus helping bring commercial opportunities to

local communities internationally (Deshpande et al., 2020). When the company was launched,
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the primarily used ingredients were cocaine and caffeine, and for that case, the caffeine was

derived from cola nut and the cocaine was derived from the coca leaf and leading to the tag

Coca-Cola.

Based on what I know and read through other sources, I do believe that the Coca-Cola

Company is customer-focused. This is because the company uses a customer-based approach to

market research, and not a product-based attitude. Because of Coca-Cola's close affiliation with

its customers, it is able to create merchandises that are focused on their market segments. The

company currently has implemented a new strategy for its business operations, which is focused

on choice, convenience, and the satisfaction of its consumer (Lucas, 2015). As far as customer

service is concerned, Coca-Cola is evolving its business strategy to become a total beverage

company for its customers by giving the consumers more of the drinks they want, including low

and no-sugar options across a wide collection of categories in more packages sold at diverse

locations.

The company makes use of market exploration that enables it to directly interact with the

customers and determine the type of product consumers seek, the most convenient places to

uphold and dispense the produces, and the value that offers consumers the best value for their

cash. The company recognizes that its consumers in different markets are actually quite different,

even when the consumers’ profiles appear similar (Mekimah & Sayad, 2020). As an example of

such a phenomenon, Coca-Cola Vanilla was accepted in the U.S. and with a noble market

following the Coca-Cola Company sought to extend the product to the U.K. market. As a result

of being customer-focused, the company researchers had to test the product perception in the

U.K consumers to gauge the reaction of customers and Coke fans. The company has been keen

on improving its customer service, hence able to establish how the product should taste for Coke
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drinkers in diverse territories (Deshpande et al., 2020). It has focus groups that are normal held

with consumers, which is the basis for categorizing the most attractive product design to have the

customers' appeal. The work of market researchers in Coca-Cola is compound, with customer

service focus being the main subject.

Focus on customer service is what it takes to test and improve the company’s products to

them attractive to its customers globally (Lucas, 2015). It has been the central obligation for the

Coca-Cola Company and its market research department and partners to make sure that all the

consumers’ desires are met because the organization values its consumers the most. To sustain

good customer service the market researchers conducted keeps labels of consumer perceptions

about the existing range of Coca-Cola products, an occurrence that helps the company to extend

the product range by concentrating on customer-driven opportunities. Coca-Cola Company

favors market research for consumer satisfaction so highly bearing in mind that it helped to

inaugurate and account the perceptions of consumers and their desires for its products. The

company has successfully built a portfolio of consumer-centric brands, which necessitates

shifting focus from what Coca-Cola wishes to sell to what customers need to buy (Mekimah &

Sayad, 2020). The company’s chief operating officer, James Quincey, has been vocal to share

this strategy of focusing on customer service as part of the company’s vision for prospect

growth. The organization’s top management beliefs that prioritizing the consumer starts with

rethinking some of the company’s formulas to reduce sugar and capitalizing to make the next

generation of zero-calorie inducements. Simultaneously, the Company supports the present-day

recommendations of several prominent health authorities, such as the recommendation of the

World Health Organization that people should limit their intake of auxiliary sugar to less than ten

percent of their total daily kJ/energy consumption.

The Coca-Cola community involvement possibly affects its image in the eyes of

customers or potential customers in a constructive way. The company established the Coca-Cola

Foundation, which has been the global philanthropic arm of The Coca-Cola Company painting a

good image of the company to its current and target customers (Deshpande et al., 2020). The

company has been actively involved in giving back to the community since its initiation in 1984,

and the foundation has been able to award more than $1 billion in scholarships, donations,

awards, and contributions to support sustainable community inventiveness of water projects,

women empowerment, and community salvaging to safety (Deshpande et al., 2020). The

foundation focuses globally on water, vigorous healthy living, community recycling, and

education. Locally, the company arranges sports, arts and supports culture, HIV/AIDS and

malaria treatment, diversity, and youth development a phenomenon that gives consumers a

virtuous impression.

Ultimately, the Coca-Cola Company aims to have better-shared prosperity for the

communities it has offices and business operations in and therefore strives to have a positive

impact on all communities, especially in times of necessity. Many new customers have, and

others will continue to recognize the company’s products through its efforts of proactively

supporting the local communities during the outbreaks of pandemics. Around the world, the

company’s teams have been actively supporting all resident communities and working on new

resolutions to help during challenging times. Through the company’s platform to give back to the

communities, it is evident that the business is committed to sharing its operating income annually

to directly benefit different organizations across different regions that have dedicated customers

and potential customers.

References

Lucas, R. W. (2015). Customer service: Skills for Success 7 th Edition, McGraw-Hill Irwin,

ISBN: 9781260157536.

Mekimah, S., & Sayad, N. (2020). The Impact of Food Safety Management System ISO 22000

on Customer Satisfaction and Loyalty, Case Study of Coca-Cola Company in Algeria.

Economics and Business, 34(1), 246-260.

Deshpande, A., Kee, D. M. H., Shankar, D., Segi, S., Charles, E. A., Parameswaran, K., &

Vellmurugan, M. (2020). Influence of Strategic Branding in Soft Drink Market in Indian

and Malaysian Context: Study on Coca Cola to remain Top of the Mind Brand (TOMB).

Asia Pacific Journal of Management and Education, 3(1), 82-93. (Deshpande et al., 2020)