Coca-Cola

Executive Summary
In this paper, we perform a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. We provide recommendations for Coca-Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff competition and changing consumer tastes. These recommendations include:

· Pursuing a multi-pronged marketing strategy, including growth into geographic regions like Russia, China, and Turkey.
· Leverage the Company assets by brand extension into water-based, slightly sweetened refreshment drinks to meet more health-conscious consumers.
· Diversify offerings outside the non-alcoholic beverage market, leveraging the vast distribution network.
Introduction
Coca-Cola was born in Atlanta, Georgia, on May 8, 1886 by Dr. John Stith Pemberton, a local pharmacist. Dr. Pemberton produced the syrup for Coca-Cola®, and carried a jug of the new product down the street to Jacobs' Pharmacy,......

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Title: Coca Cola
Approximate Word Count: 2975
Approximate Pages: 12 (250 words per double-spaced page)

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