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Coke Case Study

The Coca Cola Company: Diversity and a Global Presence

You do the Research:

1. I don't think that Coke can stay up with changing tastes for non-cola drinks. I believe that Goizueta did have the right idea to develop new products, but Coke fell behind after some embarrassing problems within the company, such as the 1999 contamination scare, their slowing unit growth, ugly class action racial discrimination suit (which result in a $195.2 million settlement with 2000 employees), and an aborted takeover offer for Quaker Oats and its Gatorade Sports drink brand. Losing out to PepsiCo in the Gatorade battle left the company with a weakened strategy of beefing up its "fizless" soft drink products. Daft plans to launch coke's first U.S. coffee brand, Planet Java, but the problem now is that they have not dominated this market at all yet. The competition (Pepsi and Starbucks) are well established companies with very well recognized brand names. I think at this point, the most he can......


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Approximate Word Count: 879
Approximate Pages: 4 (250 words per double-spaced page)

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