Discuss the underlying logic of the non-carb drinks strategy

Final Paper

Read Case 1-3 and case 6-6 (in your text), focusing on the Coca-Cola company. Assume the role of a management consultant reporting to the CEO and Board of Directors at Coca-Cola. In your report, address the following points:

Define the marketing problems and opportunities.

Analyze Coca-Cola’s marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends.

Evaluate Coca-Cola’s product strategy of developing healthy beverages.

Explain the underlying logic of Mary Minnick’s emphasis on understanding why people consume beverages.

Discuss the underlying logic of the non-carb drinks strategy.

Compare and contrast the performance of Coca-Cola and Pepsi.

Provide recommendations to management of Coca-Cola.

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