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The Coca-Cola Company engages in the manufacturing, distribution and marketing of non-alcoholic beverage concentrates and syrups. The company owns the world’s most valuable brand: Coca-Cola. Furthermore, it markets four of the world’s top five non-alcoholic sparkling brands, the others being Diet Coke, Fanta and Sprite. The company’s finished beverage products are sold in more than 200 countries worldwide.
As of 2010 Coca-Cola held a market share of 23.9%, almost double that of its nearest competitor.
One of the major factors behind the continuing success of Coca-Cola has been an increased focus for the company in its main market of North America and Coca-Cola has placed an increased focus on the still beverages market to increase its sales and exposure worldwide.
The brand has also performed well in its less developed markets, which has been the key to its increasing status globally.
Coca-Cola has responded to socio-cultural trends to keep its brand relevant in an environment of changing tastes and ideas and has used technology to further its exposure and brand image.
To gain a clearer understanding of what Coca-Cola done to strengthen its market position as the leading soft drinks beverage maker across the world, access the full MarketLine research, ‘Coca-Cola Case Study: The worlds most recognisable brand’. You might also be interested in our research on non-alcoholic beverages