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

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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

  1. 1. Coca Cola<br />More Than Just A Soft Drink<br />Customer Satisfaction<br />Sharon Brooks<br />
  2. 2. Executive Summary<br /><ul><li>Coca Cola is one of most desired soft drinks in the United States.
  3. 3. The product has been very successful.
  4. 4. The company has faced many challenges.</li></ul>ck<br />
  5. 5. <ul><li>During the 1880’s the beverage was sold for 5 cents.
  6. 6. Set objectives that are tangible in order to satisfy customers.
  7. 7. Coca Cola has been in business for more than 125 years.</li></li></ul><li>Problem Statement<br /><ul><li> Coca Cola decided to change the original formula to produce a Diet Coke
  8. 8. They knowingly deceived their customers through a test taste
  9. 9. Complaints and uncertainty of the company’s future began</li></li></ul><li>Key Issues<br /><ul><li>Not communicating with customers
  10. 10. Deception / Betrayal
  11. 11. Loss of Profit
  12. 12. Risk of losing customers and major sales
  13. 13. Customers began to protest
  14. 14. Threats were made by the customers</li></li></ul><li>Analysis<br />It is evident that the company believed the test challenge was a good idea<br />Customers did not see the bigger picture<br />Marketing a new product was an opportunity to soar new heights<br />
  15. 15. <ul><li>Coca Cola lost trust and confidence of their valued customers.
  16. 16. Trust was rebuilt after they did not change the formula
  17. 17. Coca Cola showed value and integrity</li></li></ul><li>Planning<br /><ul><li>Coca Cola used contingency planning
  18. 18. They did not have an alternative outcome relating to customer reactions
  19. 19. May have predicted a more positive prognosis</li></li></ul><li>Product Life Cycle<br />
  20. 20. Stage 1<br />Introduction<br /><ul><li>Getting product to the market
  21. 21. New product introduced into the market place</li></li></ul><li>Stage 2<br />Growth Demand<br /><ul><li>Most profitable stage
  22. 22. Customer demand increases
  23. 23. Product’s sales grow
  24. 24. At this stage their competitor was Pepsi</li></li></ul><li>
  25. 25.
  26. 26. Stage 3<br />Maturity<br /><ul><li>Maturity which is growth slows
  27. 27. Cost leadership or focus strategy
  28. 28. Forced to change focus back to original formula</li></li></ul><li>Stage 4<br />Decline <br /><ul><li>Product falls out of favor
  29. 29. Organization withdraws from the market place
  30. 30. Coca Cola stirred up a controversy
  31. 31. Reinstated within a few months</li></li></ul><li>Recommendations<br /><ul><li>Consider ALL components involved
  32. 32. Utilize the skills of ALL employees
  33. 33. Allow employees to assist in the decision making process</li></ul>ck<br />
  34. 34. Rationale<br /><ul><li>Decisions made according to their management beliefs
  35. 35. Took risk in order to keep the demands of the product high</li></li></ul><li>Results<br /><ul><li>Strength and opportunities demonstrated during taste test
  36. 36. Customers continued their love for the product
  37. 37. Showed diversity </li></li></ul><li><ul><li>Kept the tradition with the classic look
  38. 38. Realized customers actually owned the product.
  39. 39. Company benefited from the consumers love for the product</li>

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