Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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Research on Competitive Strategy of Coca-Cola Company

Authors
Xueyao Guo1, a, †, Manyu Wen2, b, *, †
1Beijing Union University, Beijing, Beijing 100025, China;
2Taiyuan University of Technology, Taiyuan, Shanxi 030000, China.
†

These authors contributed equally.

*Corresponding author. Email: Guanghua.ren@gecacademy.cn
Corresponding Author
Manyu Wen
Available Online 15 December 2021.
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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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.467How to use a DOI?
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.

Cite this article

risenwbib
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  -