B716 Module Essay: Marketing Audit of Coca-Cola's Product Concept

This essay provides a marketing audit of Coca-Cola, focusing on the product concept within marketing management. It examines how Coca-Cola prioritizes customer satisfaction through pricing, product quality, and brand identity. The essay discusses Coca-Cola's approach to adapting to changing consumer preferences, such as the introduction of diet cokes and coke zero. It also analyzes how Coca-Cola maintains a strong customer base and brand loyalty despite higher prices. The company's focus on innovation and product differentiation, including packaging and new product lines, is highlighted as a key competitive advantage. The essay references relevant literature including Homburg, Jozić and Kuehnl (2017), Homburg, Schwemmle and Kuehnl (2015), Sidorchuk (2015), and Villeneuve and Pasquier (2017).