Foundation Course-
The Business Level Strategies of Coca-Cola
Business-level strategy is the overarching competitive theme of a certain company in a given market. In the business environment, a company can keep consistent profitability, stagnate, or fall into bankruptcy depending on some factors. The paper shall focus and evaluate the business level strategies of Coca-Cola Company.
The business level strategy of Coca-Cola has adopted the differentiation approach. The approach makes the company unique from other firms that offer the same products in the market (Hill, et. al, 2013, P. 156). The company has managed to create products and services that are unique to its customers, and that way, customers pay premium for the non-price attributes of the products. The unique and diverse advertising and marketing campaigns carried out by the company are effective and suited for all parts of the world. The campaigns used to ensure that the target markets remain loyal to its products and convince more customers out of the niche to try out its brands (Hill, et. al, 2013, P. 156).
The firm offers its products with assorted bottle shapes and sizes depending on their target markets .They carry out various surveys and research to find out their customer’s preferences regarding product and packaging; that is one part of the differentiation strategy adopted by the company. The Coca-Cola Freestyle machine offers its customers freedom of choice allowing its customers to mix diverse flavors of the classic Coca-Cola beverages. The strategy has proven effective because of the long existence of the company in the market. However, as technologies change and modernization takes roots in the global markets, the company should be willing to adapt to the changes introducing new brands that can maintain the status of the brand.
Bibliography
Hill, C., Jones, G. and Schilling, M. (2013). Strategic Management Theory. 11th ed. Stamford, CT: Cengage Learning, pp.153-166.
