Analysis of Coca-Cola Company's Marketing Strategies and Business Model

Abstract

In the context of the highly competitive global beverage market, this paper takes the Coca-Cola Company as the research object to analyze its unique marketing strategies and business models. With a rich history dating back to 1886, Coca-Cola has become the world's largest beverage company nowadays, with extremely high brand recognition and loyalty. Marketing strategies are a focus point of this essay. In the early stage, it increased brand awareness through outer-package bottle design, targeting American soldiers during World War II, and changing the Chinese-market-translated name. In the later stage, it strengthened its market position by investing a large amount in advertising, emphasizing the emotional connection with consumers, and establishing strategic partnerships with major events. Besides, this paper also analyzes its business model, which includes extensive distribution channels and multi-source revenue composition. This paper aims to provide targeted suggestions for Coca-Cola Company to face current challenges and offer references for other enterprises.