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Coca Cola
Coca ColaMore Than Just A Soft DrinkCustomer SatisfactionSharon Brooks
ckExecutive SummaryCoca Cola is one of most desired soft drinks in the United States.
The product has been very successful.
The company has faced many challenges.
During the 1880s the beverage was sold for 5 cents.
Set objectives that are tangible in order to satisfy customers.
Coca Cola has been in business for more than 125 years.
Problem Statement Coca Cola decided to change the original formula to produce a Diet Coke
They knowingly deceived their customers through a test taste
Complaints and uncertainty of the companys future began
Key IssuesNot communicating with customers
Deception / Betrayal
Loss of Profit
Risk of losing customers and major sales
Customers began to protest
Threats were made by the customers
AnalysisIt is evident that the company believed the test challenge was a good idea
Customers did not see the bigger picture
Marketing a new product was an opportunity to soar new heights
Coca Cola lost trust and confidence of their valued customers.
Trust was rebuilt after they did not change the formula
Coca Cola showed value and integrity
Coca Cola used contingency planning
They did not have an alternative outcome relating to customer reactions
May have predicted a more positive prognosisPlanning
Product Life Cycle
Stage 1Introduction
Getting product to the market
New product introduced into the market place
Stage 2Growth Demand
Most profitable stage
Customer demand increases
Products sales grow
At this stage their competitor was Pepsi
Stage 3Maturity
Maturity which is growth slows
Cost leadership or focus strategy
Forced to change focus back to original formula
Stage 4Decline
Product falls out of favor
Organization withdraws from the market place
Coca Cola stirred up a controversyReinstated within a few months
ckRecommendationsConsider ALL components involved
Utilize the skills of ALL employees
Allow employees to assist in the decision making process
RationaleDecisions made according to their management beliefs
Took risk in order to keep the demands of the product high
ResultsStrength and opportunities demonstrated during taste test
Customers continued their love for the product
Showed diversity
Kept the tradition with the classic look
Realized customers actually owned the product.
Company benefited from the consumers love for the product
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