StudentShare solutions
Triangle menu
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Market Share - Research Paper Example

Nobody downloaded yet
The company is perhaps the leading soft drink seller in the world with Pepsi being the closest competitor, as the Forbes report indicates. In order to market competitively throughout the world, Coca Cola and Pepsi have entered into jurisdiction agreements where each company gets their designated geographical territory where they market their products without rival competition. In Africa for instance, Coca Cola Markets their products north of the Equator while Pepsi takes the south. They agree to share the South African market (Blanding 375).
Marketing Strategy
Advertising
The key marketing strategy that the company deploys is advertising. According to JS Stuart, advertising is a marketing strategy through which a company seeks to familiarize the consumers with its products while at the same time retaining its customers. The goal of advertising is to compel the consumers to prefer company’s products to that offered by the rival competitors (Watters 276). A large portion of the Coca Cola budget money goes to facilitate advertising. In fact, the amount spent in advertising does not proportionately increase sales. When John Pemberton invented the company in 1886 for instance, he spent $ 77 to advertise the products while his profit was only $ 50. This led to a loss. In the dawn of the 20th century, Coca Cola advertised their products through billboards and newspaper. The newspaper ads had a coupon attached to them. The company had an offer with every coupon where customers were eligible to get a free drink at any distributing outlet in America, Britain and Latin America. Newspaper advertising promoted Coca cola sales in the 1900s. The company began investing in radio advertising in the early 1930s. Later in the mid 20th century, they sought TV advertising, which was by far the most effective marketing strategy (Peter and Donnelly 87). Following the advice from prominent economists, the company began targeting festive seasons. During the Easter holidays, Christmas and Thanksgiving as well as the Fourth of July, the rate of consumption of Coca Cola brands skyrocketed. The Christmas ads featured Santa Claus in a series of newspaper, billboard and TV commercials dubbed ‘happy days are coming.’ In the contemporary world, the mode of advertising for the company has dramatically evolved (Blanding 375). The e-commerce, especially the internet is literally crawling with Coca Cola ads in major websites. Likewise, the company has adopted digital advertising in major cities of the developed world and the developing nations of Africa, South East Asia and Latin America. Today the focus is on Hollywood celebrities who receive numerous Coca Cola endorsements in movies, theatre and popular culture. Coca Cola was for instance, among the major sponsors of the 2010 FIFA World Cup. Due to the growing significance of Coca Cola in contemporary culture, popular musicians led by Shakira and K’naan received endorsements during the World Cup held in South Africa to market their music in Africa. Likewise, the company endorsed popular rock band LMFAO for the recording academy during the 52nd Annual Grammy Awards and MTV Video Music Awards in 2011. The decision to target celebrities came after Gallup International conducted a study that indicated that popular icons and Hollywood movie stars are the most influential people amongst the young generations. Since, the young generations is the target market for almost all Coca Cola products, the company resolved to endorse them with the aim of reaching out to this demographic. According to Thomas Lockwood, a market economist at Columbia ...Show more
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Market Share Research Paper Example | Topics and Well Written Essays - 4000 words”, n.d.)
Retrieved from https://studentshare.net/sociology/7926-market-share
(Market Share Research Paper Example | Topics and Well Written Essays - 4000 Words)
https://studentshare.net/sociology/7926-market-share.
“Market Share Research Paper Example | Topics and Well Written Essays - 4000 Words”, n.d. https://studentshare.net/sociology/7926-market-share.
  • Cited: 0 times

Summary

According to the 2011 Company Report, the Coca Cola Company’s products (over 200 brands) are sold and distributed to over 200 countries. Forbes Magazine estimates that the world consumes close to 60 billion beverages on a daily basis with 27 % of this consumption being in the United States…
Market Share
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research paper on your topic
"Market Share"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Music Market Audit : United Kingdom
However, the decision was thwarted by the Competition Appeal Tribunal (CAT). UK businesses who provide tickets to live events sold millions of tickets to nationals. Despite the profit made, the competition increased further which led to the conclusion that such a merger was unlikely to achieve the desired result of lessening the competition.
2 pages (500 words) Research Paper
Apple Inc.: Market Analysis & Competition
IDesk can be called the larger version of iPad. The target market of iDesk is set to be all Post-Secondary education institutions with faculty of Arts and Design and all the decision makers associated with making the purchase and installation of iDesks in classrooms for these institutions. Preferably, the Deans of respective faculties would be considered the audience who can actually be contacted.
2 pages (500 words) Research Paper
Apple Inc. Increasing Corporate Market Share
This has been made possible through creativity and innovativeness of its computer hardware and software in addition to computer peripherals, internet services and digital music devices. Regardless of the company’s business success, it is faced with challenges of achieving a greater share in its corporate market.
5 pages (1250 words) Research Paper
Audit of Panera Bread Company Quality Service and Market Share Process
Main Risks & Financial statement applications One significant risk of the quality service process is the risk of company image. When a company has a lousy reputation, its accounts payable rise more than the revenue the company generates from the services it offers.
4 pages (1000 words) Research Paper
Market Structure
Perfect Competition: A market is said to be in perfect competition when there are a large number of buyers and sellers perfectly aware of the market prices, and no firm is large enough to have any economic power over the industry (“Dewett, 1983”). The two main characteristics of a perfect market are low barriers to entry and exit, i.e.
8 pages (2000 words) Research Paper
Market structure
Conversely, monopolistic competition structure is one in which small but many players exist. These numerous players only exert a small degree of control in the market. Furthermore, even though the players operate within the same industry, they tend to sell products that are not identical to one another.
8 pages (2000 words) Research Paper
Market share
The researcher will provide the necessary steps to be undertaken so as ASDA supermarket may maintain as well as increase their market share. The aim of this report is to establish
10 pages (2500 words) Essay
Profit implications of customer loyalty, market segments, market share and potential market for Sony
Throughout the production and delivery processes, a researcher should establish the key areas of concern. The team should determine the probable number of customers,
5 pages (1250 words) Research Paper
PESTEL, SWOT, Competitor environment and market environment AND sales , market share , profits , costs , customer profile , effectiveness of the marketing mix AND marketing objective and new product idea
With the merger of Cambrian Airways, British Overseas Airways Corporation, Northeast Airlines and British European Airways, the company British Airways was formed. The government of UK owned the company for the first thirteen years. The organization became
12 pages (3000 words) Research Paper
Tesco(supermarket) lost market share
There are a number of reasons as to why Tesco supermarket has been losing their market. Unlike their competitors such as Aldi and Lidl, Tesco has ignored the need to be price competitive, thus being unattractive to limited
2 pages (500 words) Essay
Comments (0)
Click to create a comment
Let us find you another Research Paper on topic Market Share for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us