Market Segmentation by Coca Cola

College
Case Study
Miscellaneous
Pages 4 (1004 words)
Download 0
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…

Introduction


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 ...
Download paper
Not exactly what you need?

Related papers

The Coca-Cola Company
However, rising environmental concerns and 'green' initiatives adopted by various multinational companies have led Coca-Cola to adopt green marketing strategy. However, it is felt that the initiatives undertaken by them have yet to impact their brand image. This paper will highlight the importance of maintaining their market positioning and careful selection of target segment which will help the…
Coca-Cola Company
The products range from diet, caffeine free to the vanilla -flavored type of products.…
Coca-Cola Case Study
The first part of the paper will identify and evaluate the key success factors employed by the business organization. Next, this paper will analyze the weaknesses of the company and the potential threats that lie ahead. Lastly, this report will give its recommendation on how Coca-Cola can further improve its marketing strategy. In order to give a thorough investigation, this paper will utilize…
Coca-Cola Marketing
In United States the drink has been tailored to its targeted market by decribing it zero calorie drink rather than a diet drink. In Australia the drink was promoted by fake front groups. They used graffiti and spamming to promote the product. When they were exposed the cosumer advocates attacked the campaign and formed Coke-Zero Movement. After first five weeks of Coke Zero's entry in Australia…
Belgian Coca-Cola Hysteria
The author then stated the concluding study that food poisoning was not the cause of the outbreak as: These sulfides can cause illness, however, only at levels about a thousand times greater than that. At seventeen parts per billion, they simply leave a bad smell-like rotten eggs-which means that Belgium should have experienced nothing more than a minor epidemic of nose-wrinkling.…
The Coca Cola Company
We will be looking at several types of financial ratios available in assessing the financial position of The Coca-Cola Company: Liquidity Ratios, Asset Management Ratios, Profitability Ratios and Gearing Ratios.…
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.…