S.Brooks/ Coca Cola More Than A Soft Drink(Case Study) Business Management
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S.Brooks/ Coca Cola More Than A Soft Drink(Case Study) Business Management

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Case Study

Case Study
Coca Cola
More Than Just A Soft Drink
Customer Satisfaction

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S.Brooks/ Coca Cola More Than A Soft Drink(Case Study) Business Management S.Brooks/ Coca Cola More Than A Soft Drink(Case Study) Business Management Presentation Transcript

  • Coca Cola
    More Than Just A Soft Drink
    Customer Satisfaction
    Sharon Brooks
  • Executive Summary
    • Coca Cola is one of most desired soft drinks in the United States.
    • The product has been very successful.
    • The company has faced many challenges.
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    • During the 1880’s the beverage was sold for 5 cents.
    • Set objectives that are tangible in order to satisfy customers.
    • Coca Cola has been in business for more than 125 years.
  • Problem Statement
    • Coca Cola decided to change the original formula to produce a Diet Coke
    • They knowingly deceived their customers through a test taste
    • Complaints and uncertainty of the company’s future began
  • Key Issues
    • Not communicating with customers
    • Deception / Betrayal
    • Loss of Profit
    • Risk of losing customers and major sales
    • Customers began to protest
    • Threats were made by the customers
  • Analysis
    It is evident that the company believed the test challenge was a good idea
    Customers did not see the bigger picture
    Marketing a new product was an opportunity to soar new heights
    • Coca Cola lost trust and confidence of their valued customers.
    • Trust was rebuilt after they did not change the formula
    • Coca Cola showed value and integrity
  • Planning
    • Coca Cola used contingency planning
    • They did not have an alternative outcome relating to customer reactions
    • May have predicted a more positive prognosis
  • Product Life Cycle
  • Stage 1
    Introduction
    • Getting product to the market
    • New product introduced into the market place
  • Stage 2
    Growth Demand
    • Most profitable stage
    • Customer demand increases
    • Product’s sales grow
    • At this stage their competitor was Pepsi
  • Stage 3
    Maturity
    • Maturity which is growth slows
    • Cost leadership or focus strategy
    • Forced to change focus back to original formula
  • Stage 4
    Decline
    • Product falls out of favor
    • Organization withdraws from the market place
    • Coca Cola stirred up a controversy
    • Reinstated within a few months
  • Recommendations
    • Consider ALL components involved
    • Utilize the skills of ALL employees
    • Allow employees to assist in the decision making process
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  • Rationale
    • Decisions made according to their management beliefs
    • Took risk in order to keep the demands of the product high
  • Results
    • Strength and opportunities demonstrated during taste test
    • Customers continued their love for the product
    • Showed diversity
    • Kept the tradition with the classic look
    • Realized customers actually owned the product.
    • Company benefited from the consumers love for the product