Introducing New Coke Essay

HBR Case Study: “Introducing New Coke” 1. What is the case about? This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”. The author Susan Fournier, in the case study went on by presenting the history of the Coca-Cola Company: how the company started and how throughout its history it became a brand, a part of everyone’s

Case study analysis 1 Introducing New Coke Yue Yang (Rose)  Introduction Coca-Cola, as the leading brand in the world, has the highest position in soft drink industry. Its outstanding product “Coke” has been won the heart of everyone. However, in this case, we realize that they had a failed attempt at introducing the new product called New Coke in 1985. Firstly, the author introduces the history of the Coca-Cola; and how the brand is successfully developing into the most popular brand and

Contents 1.0 Introduction 1 2.0 Case One : Tesco’s Diversity and Inclusion Strategy 2 2.1 Case Study 2 2.2 Reasons for Success 2 2.3 People’s Opinion 3 2.4 Recommendations 3 2.5 Justifications 3 3.0 Case Two : Failure of New Coke 5 3.1 Case Study 5 3.2 Reasons of Failure 5 3.3 People’s Opinion 6 3.4 Recommendations 7 3.5 Justifications 7 4.0 Case Three : Acquisition of AIA towards ING 8 4.1 Case Study 8 4.2 Reasons for Success 8 4.3 People’s Opinion 9 4.4 Recommendations 9 4.5 Justifications 10

gained lesser profitability and profit growth due to higher cost per unit of products produced. Question 3 How would you characterize the strategy Coke is now pursuing? What is the enterprise trying to do? How is this different from the Goizueta and Daft? What are the benefits? What are the potential costs and risk? Answer 3 I believe that Coke is now trying to pursue transnational Strategy as it has been practiced by many multinational companies like Procter and Gamble, Xerox and etc. Goizueta’s

I thought that the Diet Coke Twisted Mango commercial was very poorly done. The commercial featured actress Hayley Magnus, who takes a sip of Diet Coke and starts dancing uncontrollably. Overall, I thought that the commercial was very annoying and ineffective. The main reason that I felt the commercial was bad was because the dancing was very distracting. The poor dancing drew my attention away from the product itself. As I watched the poor dancing I was cringing. The dancing was so bad that my

Competitive advantage can be derived by analyzing the organization’s strengths and opportunities not yet tapped into that competitors are already using to their benefit (Ferrell, 2011). Moreover, competitive advantage can also be a direct result of customers’ impression or lack of knowledge about the organization’s products (Bethel, 2015). Realistically, competitive advantage is in the hands of the customers and comes with some stiff practices to entice them to covet the organization’s product

in between 1890 and 1900 after Asa Candler, a pharmacist and businessman, bought the Coca Cola formula from John Pemberton, a pharmacist that invented Coca Cola, and marketed it aggressively (Bellis, 2017). Over the years, the company has been introducing beverage in varies category, such as, juice, coffee, and sports drinks. The brand is also growing worldwide. According to Brand Finance, a London consulting firm, Coca Cola was the most valuable brand in the world in 2007; however, they are now

Moving to the Coke Company, they are not any behind in the competition against their rival, Pepsi Company. Perhaps, they are even ahead of Pepsi companies in both statistically and efficiently. Talking about statistics, they are certainly the number one brand leaving Pepsi in number two. And just like their rival Pepsi and every other beverage companies, they also have plans for marketing strategies and their marketing strategies are effective and creative as well. According to Chad and Gabriel (2003)

New product failure or success hinges primarily on a product’s uniqueness and superiority (Bethel, 2017). Coca-Cola exemplifies a company familiar with superior and unique products. Coke. Dr. John S. Pemberton formulated a unique flavored syrup, mixed it with carbonated water and served it from a soda fountain in his pharmacy. This distinctively tasting 1886 concoction, dubbed “Coca-Cola”, became later referred to as Coke (Coca-Cola, 2017). Initially, this fountain favorite averaged sales of nine

New Coke Product Launch: Tab Clear Few name brands are as familiar, have generated as much loyalty and have penetrated as many far reaches of the globe as has Coca-Cola. The name, logo, image and product line all have achieved a level of universal appeal and commercial dominance unmatched in its industry. However, no firm is above the demand to remain creative, dynamic and forward-thinking. While Coca-Cola's 'classic' formula remains the single most preferred soft-drink in the world, the soft-drink