Research Proposal on Evolving Products and Delivery Channels: A Case Study of Coca-Cola

Running head: STRATEGIC MANAGEMENT
Research proposal on evolving products and delivery channels: A case study of Coca-Cola
Name of the student:
Name of the university:
Author note:

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STRATEGIC MANAGEMENT
Table of contents
Introduction................................................................................................................................2
Background................................................................................................................................2
Project topic...............................................................................................................................3
Literature review........................................................................................................................3
Concept of evolving products................................................................................................3
Concept of delivery channels.................................................................................................3
Relation between evolving products and delivery channels..................................................4
Purpose of the research..............................................................................................................5
Research method........................................................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................7

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STRATEGIC MANAGEMENT
Introduction
Management is a crucial component within the business activities. Exposing strategic
approach towards management is effective in terms of systematizing the business operations.
Adopting strategic management helps the companies and organizations in maintaining the
competitive pace with the contemporary brands (Robson 2015). This research proposal
attempts to peek into the strategic management of Coca-Cola in terms of maintaining
effective relations with the customers. The main focus of the proposal would be on the
relationship between the management of evolving products and the channels for
communicating the customers about the products.
Background
When Coca-Cola initiated their operations, low cost strategy was used for luring the
customers. The offer was easily accepted by the customers, as Coca-cola was an innovation
into their platter. With the passage of time, target marketing added value to the business.
However, originality was maintained in the product, coke (Coca-cola.com 2018). Along with
this, position mapping helped the company to gain awareness about the current strategic
position in the competitive ambience of the market. Adherence to the standards and protocols
of Ethical Code of Conduct helps in maintaining a fair relationship with the customers.
Typical evidence of this lies in the undertaking of Responsible Marketing Policy in terms of
advertisements (Coca-cola.com 2018). These advertisements make the customers aware of
newly launched products and services. Community service enhances the corporate social
responsibility of the company. Drive towards generating value for the communities, develops
trust, reliance and indicates positive changes (Coca-cola.com 2018).