week 4/ Marketing Environment

Understanding the needs of the market is crucial for marketers. A good scan of the market can lead the company to increase the sales or to decrease the sales. Coca-Cola has always being scanning the market. Therefore, the company had being always looking for those advantages that the company can use on his own behalf. Remember the mission of the Coca-Cola Company.... To inspire moments of optimism and happiness. They have understood the external environmental.

1884: Coca-Cola being a new business took advantage of the fast growing of the fountain drinks, as a result Coca-Cola enter in this business with this syrup created by John Pemberton.
1899-1900: Asa Griggs Candler the new owner of the company join venture with other 3 entrepreneurs to start bottling the product (Coca-Cola) in that meting Benjamin F, Thomas and Joseph B obtain exclusive right to bottle the product. 9 years later, more than 400 bottling plants where in function all over the country.
1920: Coca-Cola saw the opportunity to grow by selling the product in store instead of selling Coca-Cola in the fountain drinks as a result Coca-Cola stop selling their product in the fountain a few years later.
1930: Coca-Cola took advantage of the Great Depression by signing a contract with the US government which gave them no restriction on sugar. Because of the depression the sugar was restricted and rationalized in the US territory. Coca-Cola in change of the agreement with the sugar, they had to provide the US troops with Coca-Cola.
1940: 64 bottling plants where open around the world to provide the US troops with the refreshing flavor of Coca-Cola. After the war all this plants where pass to the company and was when Coca-Cola was known all over the world.
By 1950 most of the American people had heard, tested or read a ad about Coca-Cola. Therefore, what the marketing managers knows as Baby Boomers (People born between 1946-1964) all where familiar with the product and they saw in Coca-Cola a product that fought with the US troops.
1950: Coca-Cola saw the rapidly growth of the technology and started applying this technology on the company to cover the needs of the market.
1950: Coca-Cola understood the rapidly growing of soccer and since 1950 the company had being the official support of the FIFA world cup.
1960: Coca-Cola saw the lack of flavor in the market and they introduced new flavor to the company; Fanta, Sprite, Minute Maid and fresca.

As we can see Coca-Cola is always scanning the markets to take advantages of those opportunities. Even in the disadvantages the company takes advantage of the situation, like in India when they sue Coca-Cola for 45 millions for contaminating and destroying India water supplies and they took advantage of this situation and they started a new program for the conservation of water. As a result, their sales increased in this country. Other clearly example is the way Coca-Cola start preparing the coming of the Christmas season they are constantly scanning the environmental for opportunities to exploit and convert them in advantage for the company