Coca - Cola Case Study Example | Topics and Well Written Essays - 1250 words

Coca - Cola - Case Study frameworkWhile the company is actively using sponsorship as a merchandiseing and promotion tool, the Coca-Colas market capitalisation has decreased significantly after the death of its CEO, Roberto Coizueta in 1997. While in 2014 market capitalization of the Coca-Cola Company is 183, 99 billion dollars, the Coca-Cola Company has weaker financial position than it had 17 years ago.These nourishs foretell that Coca-Cola Company is an organization aiming to maintain leadership position and also is striving to shape a bump future (The Coca-Cola Company, n.d., n.p.). Collaboration value means that the company is focused on people and teamwork. By combine efforts and human resources the company leverages collective genius (The Coca-Cola Company, n.d., n.p.). The company is also promoting the corporate spirit and passion among its employees to the brand. The value of diversity stresses that the company is operating globally, and diversity at workplace and diver sity of brands are two underlying parts of the business. Also, the value of step reveals that the company focuses not only on production of high quality products, but also on everything they do.Coca-Cola Company is involved in sponsorship of mega sports display cases such as the Olympic Games, The rugby football World Cup, the NFL, the Tour de France or Formula 1 for a quite long period of eon (Nufer & Buhler 2010). Global sports events such as the Olympics and Rugby World attract people from all over the ball and generate the target audience, which Coca-Cola Company is trying to reach, and establish in the minds of these people association of the sport event with the brand of the company (Nufer & Buhler 2010).Therefore, the company uses such events as marketing tools which enable it to improve the image and adjoin awareness of the company (Nufer & Buhler 2010). Sponsoring of big and attractive sporting events enables Coca-Cola to minimize