Research on Competitive Strategy of Coca-Cola Company

DOI

10.2991/assehr.k.211209.467How to use a DOI?

Keywords

Coca-Cola; Five force analysis; Differentiation strategy

Abstract

In recent years, there are more and more kinds of drinks, people’s demand for drinks is increasing, and the competitive pressure in the beverage market is also increasing year by year. Coca-Cola has been a leader in the beverage market for a long time, and the reasons for its success are worth our in-depth analysis. This paper analyzes the internal and external situation of Coca-Cola company through Porter’s Five Forces model. It analyzes the competitive strategy of Coca-Cola Company to obtain the reasons for the success of Coca-Cola Company. Coca-Cola uses the differentiation competition strategy to improve its core competitiveness, brand awareness, consumer loyalty, and value awareness to occupy a dominant position in the industry. This paper can provide a reference for more soft drink enterprises through the analysis of Coca-Cola’s competitive strategy.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Xueyao Guo
AU  - Manyu Wen
PY  - 2021
DA  - 2021/12/15
TI  - Research on Competitive Strategy of Coca-Cola Company
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2879
EP  - 2885
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.467
DO  - 10.2991/assehr.k.211209.467
ID  - Guo2021
ER  -