Conclusion.....................................................................10
             Bibliography......................................................................11
             Marketing Report 2003 – Coca-Cola Company
             The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Since 1886, sold in the United States, are now sold in more than 200 countries and include the leading soft drink products in most of these countries. The aim of this report is to determine whether the organization practices the marketing concept well. This report will focus on the segmentation of the one of product line, which is a beverage product of Coca-Cola Company in Untied State market. Firstly, analysis the Marketing concept and segment the whole market, then analyze every segment. Secondly, from measurability, accessibility, substantiality and actionability to determine the company whether performs an effectively segmentation. Thirdly, identify which market-coverage strategy for the company using now. Fourthly, analysis the positioning strategy of the company's product, compare with the competitors and list the competitive advantages. Finally, describe the marketing mix of the company's product. ' 'Soft drinks'' means nonalcoholic carbonated beverages containing flavorings and sweeteners, excluding, among others, waters, flavored waters, juices and juice drinks, sports drinks, teas and coffees;
             The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. Senior managers drive it, passionate about delighting their customers. (Frain, 1999, P64)
             2.2 Identify the segments that exist in the market
             The main consumers of the market are people in the age group of 30 and below. This can be seen by our company's advertising campaigns, which are aimed towa...