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As expected, Coke will once again participate in the 2012 Olympics as a Major partner. This is to reiterate their market stance and continue working on maintaining their market position. Every celebration, the Olympics gathers athletes and spectators, old and new alike, from every color and race. The management sees this as a potential to further penetrate new and emerging markets as well as sustaining old ones. There is always something new to look forward to every Olympics celebration, and there will always be new heights to be conquered.
A. Strength – Coca Cola’s strength lies mainly on its brand popularity. It can’t be denied that Coke is a well-known brand worldwide, topping the lists of preferred beverages. Showing the brand logo alone triggers recall among the audience, having been a dominant brand in the market for over a century already.
B. Weakness – Negative Publicities being released against the brand prove to be Coke’s weakness. Through the years, carbonated drinks have been associated to health concerns, and this contributes to the brand/ product’s weaknesses.
C. Opportunity – Despite’s Coke’s stature as the best selling soft drink internationally, there is still an opportunity to introduce a new product positioning particularly in global celebrations such as the Olympics. As a consumer product, there is always more room to grow and more market to saturate. This brand may emerge as the preferred thirst quencher during the event, resulting to greater brand loyalty and repeat consumption even after the event ends.
D. Threat – The emergence of health drinks such as cold teas and non-carbonated drinks has definitely affected the sales of cola drinks. People are now becoming health conscious, with grocery shelves being filled with Health Beverages. This proves as a threat especially now that these beverages are being sold in retail and competes with Coca Cola pricing. Sometimes, these brands even emerge ...Show more


As cited in Beverage Digest’s 2009 report, Coca Cola Co. ranks number one in total market share with 41.9%, besting top competitor Pepsi Cola which garnered 29.9% only (Beverage-Digest 2010). In Europe, Coke is pegged to have…
Author : loubaumbach
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