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When I first read the session long project assignment I sat down and tried to think of what company to research on Being military I thought seriously about researching more about the defense contractors that serve our mission Upon further thought I realized defense contractors would be a poor choice since their marketing tactics would be hard to research I then got the recent Fortune magazine to research the Fortune 500 Walmart ranked number one may have been a good choice since my husband claims we should own stock with how much I shop there However I decided on number 92 on the Fortune 500 the Coca-Cola Company The Coca-Cola Company markets four of the worlds top-five soft drink brands including Diet Coke Fanta and Sprite happen to drink a lot of Diet Coke The company leads the soft drink industry with a 50 percent market share For the purpose of this assignment I will discuss the Coca-Cola Companys competition and the how the Coca-Cola Companys marketing impacts the companys financial objectives But first I will present the Coca-Colas Companys mission The Coca-Cola Promise The Coca-Cola Companys mission also known as the Coca-Cola Promise is to benefit and refresh everyone it touches and to When we bring refreshment value joy and fun to our stakeholders then we successfully nurture and protect our brands particularly Coca-Cola This blue chip company has remained a leading competitor in the soft drink industry for 115 years because of its unwavering devotion to the Coca-Cola Promise Except for that one time in 1985 when Coca-Cola imprudently decided to change the original formula of its leading brand Coke the company has never changed its primary focus to provide consumers the highest quality beverage available in the marketplace In case you dont recall this ghastly miscalculation on The Coca-Cola Companys part resulted in a blizzard of discontent among faithful Coke consumers resulting in the company reverting to the
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