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.