Executive SummaryExert basic concept of marketing to explain reasons of Coca-Cola Company successful. For example, needs, wants, and demands, products, markets are the core concepts of marketing.
Understanding customer needs, wants, and demands in detail provides important information to company fro designing marketing strategiesIn this article, we can know Coca-Cola Company how to incarnate the concept of marketing in performance. We can take an analysis to Coca-Cola Company, which improved our knowledge of marketing and ability of practice.
Fundamental Issues in Marketing (Coca-Cola Company)1. Introduction1.1 Introduction of Coca Cola CompanyDr John Styth Pemberton in Jacob's Pharmacy in Atlanta, Georgia invented Coca-Cola on 8th May 1886. The name Coca-Cola was suggested by Pemberton's bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today.
Coca-Cola was first sold at the soda fountain in Jacob's Pharmacy in Atlanta. During the first year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for that year of $50.
Today, products of The Coca-Cola Company are consumed at the rate of more than one billion drinks per day in over 200 countries.
(Source: http://www.coca-cola.co.uk/citizenship/about_us/background.html)1.2 Product IntroductionGenerally, there are four kinds of products are selling in the market and they are can, paper pack, glass bottle and plastic bottle. From the information provided by the Swire Coca Cola, there are twenty groups of products manufactured every day2. Basic concepts of marketing2.1 What is the marketing?We define marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. The core marketing concepts include needs, wants, and demands; products; value, satisfaction, and quality; exchange, transaction, and relationship; and markets.
(Source: Philip Kotler and Gary Armstrong, Principles of Marketing, 1996, seventh edition, p.8)2.2...