Market Segmentation by Coca Cola - Case Study Example

Only on StudentShare

Extract of sample
Market Segmentation by Coca Cola

Factors influencing consumer choice such as psychological, socio- cultural, economic government, lifestyles, perception, motivation, attitudes, consumer behavior toward a cold drink, family preference reference group, disposable income, discretionary income and other relevant factors have to be taken into account for segmenting the market and penetrating into different niche markets.
For last 5-6 years many banks and other financial companies targeted low-income groups with bad credits for sub-prime mortgages. These debtors were risky on the standard of credit rating below 6 and were expected to default one day or other. The real motive of the banks to extend credits to such borrowers were to earn quick profits in the background of flush of liquidity with then after the stock market bust in 2001 and the craze of many people to have his own house at any cost. This two supply and demand poles met each other. Financial companies became aggressive in targeting this segment for loans so much so that liquidity with them started falling, thereby creating pressure on lending rate and the resultant credit control by banks. There were numerous defaults in repayments causing credit crisis. In recent years housing prices in USA, were so steeply high that there was speculation of house bubbles.
In research paper published in the Journal of Housing research v ...Show more


A cold drink market is very big and one single strategy cannot satisfy the entire market. Coca Cola must choose market segments with greater potentials in terms of penetration and profitability. The company has already targeted its products on different age groups and different consumers choice…
Author : qcollier
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"Market Segmentation by Coca Cola"
with a personal 20% discount.
Grab the best paper

Related Essays

The Coca-Cola Company
Coca-Cola has a strong market presence in the soft drink industry and has been continuously introducing various new products to satisfy the needs of their existing customers as well as attract new customers. Through acquisition of local soft drink products and their various marketing strategies, they have been strategically gaining competitive edge and strong local market presence.
13 pages (3250 words) Essay
Coca-Cola Case Study
Currently, Coke is the regarded as one of "world's most recognizable and widely sold commercial brands" as it ranks second in the international business arena. This paper aims to answer three important questions regarding the business operations of Coca-Cola.
5 pages (1250 words) Case Study
Belgian Coca-Cola Hysteria
Apparently, the following statements reveal the author's purpose starting from the second paragraph of the essay up to the last paragraph: The author cited the scientific study made by Coca-Cola showing that in the contaminated bottles of Coke there were present sulfur compound residues at between five and seventeen parts per billion.
8 pages (2000 words) Book Report/Review
The Coca Cola Company
The company has over 300 bottling partners globally that are responsible for its products and distributions and takes pride in playing an environmentally responsible role. With the current global economic downturn, we will be looking at how the company has performed based on its results for the First Quarter of 2009.
6 pages (1500 words) Research Paper
This becomes the first step for broadly defining market imperatives, especially for new products that are to be introduced. Red Bull needs to launch
8 pages (2000 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email