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