Coca-Cola Business Concept and Strategies

RUNNING HEAD: Small Business Management
Small Business Management
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Small Business Management 1
The below mentioned paper evaluates the business concepts of the company Coca-Cola based in
United States. More details are discussed below:
Coca Cola Business Concept
Coca-Cola is a million dollar company based present in the soft drink industry. The company has
earned reputed sales in the target market by initiating their differentiated business idea in the
market. The marketing activities of the company along with its soft drink helped the organization
to grow in the market. The company works with a concept to create a long term relationship with
the customers and provide positive impact to the world as well. Thus it can be said that Coca-
Cola aims to provide their products to customers according to every occasion and lifestyle as
well (Giesen, Berman, Bell, & Blitz, 2007).
Who are Coca-Cola’s Target Customer?
Primary target customers of the company are the people who belong to the age group of12-30
years. These are the primary consumers of the products served by the company, so the company
aims to target these people first. Further, based on behavioral segmentation, the organization also
aims to target the people who are loyal towards the brand. As there is presence of many
competitors in the market and the organization cannot afford to lose them so they target the loyal
customers first. Further, under the group of secondary customers, the company targets the people
who are not a part of the 12-30 age group bandwidths (Schneider, 2016).
Who Is Coca-Cola’s Competition?
The biggest competitor of Coca-Cola in the worldwide market is PepsiCo. Both the companies
hold a significant market share in the target market due to which the companies have to
implement strong branding strategies to attract more and more customers in the market.
However, still Coca Cola holds a high market share and succeed PepsiCo in the market. Further,
it should be noted that there is presence of duopoly of both the firms in the international market.
Further, the growth of Red Bull can also be seen as a threat of Coca-Cola in the market (Banks,
2016).
Describe Coca-Cola’s product and/or service