Republic of the Philippines

BULACAN AGRICULTURAL STATE COLLEGE

Institute of Management
Pinaod, San Ildefonso, Bulacan, Philippines 3010
Cert. No.
19.67.PH212501.00

A CASE ANALYSIS

(CASE TITLE)

In Partial fulfilment of the Requirements of the Subject

MARKETING MANAGEMENT

Dela Cruz, Christine O.

MR. CHRISTIAN JORGE E. MONTALBO

Subject Instructor

Date
February 29,2024

SUGGESTED FORMAT FOR THE WRITTEN ANALYSIS OF MARKETING CASES

I. TIME CONTEXT
____________________________________________________________
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BASC-IM-QSF-01/Rev.01 (02.03.2020)
 1980's 1985: Coca-Cola launches "New Coke", withdrawing its traditional formula. Initial
response is satisfactory, but soon faces backlash from consumers who prefer the original taste.

1986: New Coke's market share drops to less than 3%.

1985 (July 11): Coca-Cola reverts back to the original formula, launching "Coke Classic" after
consumer protests and a significant decline in sales.

1985 (April 23): New Coke is launched with a lot of fanfare, widely publicized through
television and newspapers.

1985 (June): Consumer protests against New Coke intensify, leading Coca-Cola to reconsider its
decision.

1985 (June 11): Roger Enrico, then CEO of Pepsi, comments on Coca-Cola's re-introduction of
Old Coke, stating that Coca-Cola has realized the importance of defending its heritage.

Coca-Cola's decision to change its formula was one of the most significant developments
in the soft drinks industry during the 1980s.

Consumer backlash against New Coke highlighted the importance of understanding the
emotional attachment of consumers to a brand

The case serves as a lesson in the importance of maintaining brand consistency and heritage, as
well as understanding consumer preferences and emotional connections with a product.

II. POINT OF VIEW

As a higher management decision-maker, it's important to approach a case study on Coca-
Cola with a strategic lens. Coca-Cola is an iconic brand with a global presence, and any
analysis should consider its diverse product portfolio, market position, brand equity, and
financial performance. Here are my some viewpoints to consider in my professional
judgment

Market Trends and Competition: Analyze Coca-Cola's performance in the context of market
trends and competitive landscape. Consider factors like changing consumer preferences, health-
consciousness, and the rise of new beverage categories. Evaluate how Coca-Cola is adapting to
these trends and competing with new entrants and traditional rivals.

Product Portfolio: Assess the performance of Coca-Cola's product portfolio. This includes its
core carbonated beverages, as well as other categories like water, juices, and energy drinks.
Evaluate the growth potential and profitability of each category, and consider opportunities for
innovation and diversification.

Brand Equity and Marketing: Coca-Cola's brand is one of its most valuable assets. Analyze the
strength of the Coca-Cola brand and its impact on consumer loyalty and purchasing decisions.
Consider the effectiveness of Coca-Cola's marketing strategies and campaigns, and evaluate their
alignment with the brand's positioning and values.

Global Operations and Supply Chain: Coca-Cola operates in numerous countries and regions,
each with its own economic, political, and regulatory environment. Assess the performance of
Coca-Cola's global operations and supply chain, considering factors like production costs,
distribution networks, and supply chain resilience.

Financial Performance: Analyze Coca-Cola's financial performance, including revenue growth,

profitability, and return on investment. Consider factors like pricing strategies, cost management,
and capital allocation. Evaluate the impact of external factors like currency exchange rates and
inflation.

Sustainability and Corporate Social Responsibility: Evaluate Coca-Cola's efforts in sustainability

and corporate social responsibility. Consider factors like environmental impact, community
engagement, and ethical business practices. Assess the potential risks and opportunities
associated with these efforts.

Technology and Innovation: Consider how Coca-Cola is leveraging technology and innovation
to drive growth and competitive advantage. Evaluate initiatives like digital marketing, e-
commerce, and product development. Assess the potential impact of emerging technologies like
artificial intelligence.

III. CENTRAL PROBLEM

An acceptable definition of a problem is: it is a deviation from standard. Anything below or
above the standard is a deviation. Identify what is the particular deviation, when and where the deviation
occurred, and how much or to what extent is the deviation.
E.g.
1. Can PAL, the market leader in the airline market copes up with the aggressive price
war posted by Cebu Pacific?
2. To what extent will Globe Telecom neutralize the zero plan and low pricing schemes
of Smart Communications in the second quarter of 2008 in key cities of the country?

IV. SECONDARY OR SUB PROBLEMS

This is optional and highly discretionary. You may list down as many as necessary. Sub-problems
may or may not be related to the Central Problem.

V. OBJECTIVES
Here are the long term objectives:

1. Sustainability:
By 2026, Coca-Cola aims to use 100% recyclable or reusable packaging for all products.
By 2030, reduce greenhouse gas emissions by 25% compared to 2015 levels.

By 2030, ensure that 50% of the water used in the production process is replenished through
community water projects.

2. Health and Wellness:

By 2025, reduce the average sugar content in all beverages by 20%.

By 2025, introduce at least 10 new low-calories and sugar-free products to cater to health-
conscious consumers.

By 2030, ensure that 50% of all Coca-Cola vending machines in public spaces offer a range of
low-calorie and sugar-free options.

3. Innovation:
By 2025, introduce at least 5 new innovative packaging designs to enhance consumer experience
and reduce environmental impact.

By 2026, launch a new product line that incorporates emerging trends such as functional
beverages or plant-based ingredients.

By 2030, establish partnerships with at least 5 startups or research institutions to drive innovation
in product development and sustainability

4. Consumer Engagement:
By 2025, increase the number of touchpoints with consumers through digital platforms by 50%.

By 2026, launch a loyalty program that rewards consumers for purchasing Coca-Cola products
and engaging with the brand.

By 2030, achieve a Net Promoter Score (NPS) of 70 or higher, indicating high levels of customer
satisfaction and brand advocacy.

5. Market Share and Growth

By 2025, increase market share by 5% in key markets through targeted marketing campaigns and
product innovations.

By 2026, enter at least 3 new markets with tailored product offerings and marketing strategies.

By 2030, achieve a double-digit annual growth rate in revenue, driven by a combination of

volume growth and premiumization strategies.

6. Community and Social Impact

By 2025, invest at least $100 million in community development projects, focusing on areas such
as education, water, and sanitation.

By 2026, achieve a score of 90 or higher in the Corporate Equality Index, indicating a

commitment to diversity and inclusion.

By 2030, become a carbon-neutral company by offsetting all direct and indirect emissions
through renewable energy projects and carbon sequestration initiatives.

Short term objectives: To increase consumer engagement with Coca-Cola products over the next
three months.

1. Enhance Product Visibility: Ensure Coca-Cola products are prominently displayed in

retail stores, including eye-catching end-of-aisle displays and strategic in-store
placements. Utilize in-store promotions and signage to draw attention to Coca-Cola
products.
2. Expand Distribution: Work with distribution partners to increase the availability of Coca-
Cola products in new markets, retail outlets, and online platforms.
3. Engage with Consumers: Launch a targeted social media campaign to engage with
consumers. Encourage user-generated content (UGC) and create interactive experiences
such as contests or polls to foster brand loyalty.
4. Product Innovation: Introduce a new Coca-Cola product variant or limited-time offering
to generate excitement and attract new consumers.
5. Collaborate with Influencers: Partner with influencers who align with Coca-Cola's values
and appeal to the target demographic. Leverage their platforms to promote Coca-Cola
products and reach a wider audience.
6. Monitor and Adjust: Continuously monitor the effectiveness of the above strategies
through sales data, social media analytics, and consumer feedback. Adjust the approach
as needed to optimize results and achieve the objective of increased consumer
engagement.
These are some objectives at the end of this case, consumer will meet this.

VI. AREAS OF CONSIDERATION

Coca-Cola faces various external and internal challenges that affect its market position and
success. Externally, changing consumer trends towards healthier options and the rise of
competitors offering similar products pose a risk to Coca-Cola's market share and profitability.
Government regulations around health and labeling standards could also impact Coca-Cola's
product portfolio and marketing strategies. Furthermore, shifts in consumer preferences towards
sustainable packaging and ethical sourcing may require Coca-Cola to adapt its product offerings.
Additionally, changes in the social and cultural landscape may influence consumer perception of
Coca-Cola products, affecting sales and brand loyalty.
 Internally, Coca-Cola must ensure a reliable and efficient supply chain to maintain
product availability and meet consumer demand. Constant product innovation to meet changing
consumer preferences and regulatory requirements is necessary for Coca-Cola to remain
competitive. Effective marketing and branding strategies are crucial for Coca-Cola to maintain
and strengthen its brand image and market position. Embracing sustainable practices in
production, packaging, and sourcing can enhance Coca-Cola's reputation and appeal to
environmentally-conscious consumers. Consistent product quality is essential to uphold
consumer trust and satisfaction. Lastly, efficient distribution channels are vital for Coca-Cola to
reach consumers and ensure product availability. These factors underscore the complex interplay
between external and internal factors that Coca-Cola must navigate to remain successful in the
beverage market.

STRENGTHS : WEAKNESS : OPPORTUNITIE THREATS :

S
• Strong brand • High dependency • Intense
recognition and on carbonated soft • Growing demand competition from
global presence. drinks (CSDs) with for healthier and both global and
• Diverse product changing consumer functional local beverage
portfolio catering preferences. beverages. companies.
to different • Negative impact of • Expanding into • Regulatory
consumer health concerns on emerging markets changes impacting
preferences. sugary beverages. with rising the production and
• Effective • Increasing disposable distribution of
marketing competition from incomes. sugary beverages.
campaigns and healthier Investing in • Health concerns
strategic alternatives and sustainable leading to
partnerships. niche brands. practices and declining sales of
• Strong • Vulnerability to environmentally sugary beverages.
distribution fluctuations in raw friendly packaging. • Economic
network and material prices and • Leveraging digital downturns
supply chain currency exchange technology for affecting consumer
management. rates. personalized spending on non-
• Continuous • Legal and marketing and essential items.
innovation in regulatory consumer • Negative
product challenges related to engagement. publicity and
development and product labeling and • Expanding public perception
packaging. advertising. product offerings in related to
• Strong financial the non-alcoholic environmental
performance and beverage market. issues and social
profitability. responsibility.

VII. ALTERNATIVE COURSES OF ACTION (ACA)

These are the possible solutions/answers to the problem you clearly identified in the beginning.
Each ACA should be independent from each other. Each ACA should be able to solve the central
problem. Each ACA should be workable and implementable. Each ACA should answer the basic
questions of what is the specific solution, when, where, and to what extent it is to be applied: what ACA
is most readily acceptable and will immediately address the central problem.

VIII. RECOMMENDATION
From the Alternative Courses of Action (ACA), you clearly spelled out, choose the best solution
that will solve the central problem and sub-problems. State why you choose the specific ACA that you
think will solve the problem.

Dela Cruz, Christine O.

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