Coca Cola Vending Machines Case Study Essay - 878 Words

Coca Cola a Vending Machine Case Study Problem Statement: Coca Cola Co., the world’s largest beverage company is facing a public relation nightmare which can ultimately put their brand image at stake. Their Chairman and CEO, Ivan Ivester, abruptly announced the introduction of interactive vending technology which will lower the price of coke during off-peak buying time and increase the price during very hot weather conditions, Ivester virtually confirmed the vending machines will be introduced to the market soon. The core problem is not if the vending machine should be brought to market but WHEN and what the public relations/marketing strategy should be in the midst of the current media scrutiny to rebuild loyalty with avid†¦show more content†¦Option B. Proceed with a plan to implement the intelligent vending machines at a later date than plan originally plan, while working to develop a new public relations and marketing strategy to curtail the current media damage, focusing on Cokes loyalty to its customers and re-esta blish the value of drinking coke during any weather conditions. Evaluation of Alternatives: Option A: ïÆ'Ëœ Pros: Build trust with consumers; on same level with competitors regarding technology. ïÆ'Ëœ Cons: This strategy does not coincide with the company’s marking plan to pump more sales of the flagship coke into the market, most likely utilizing the heat sensitive vending machine as one of the core tactics to increase revenues. Option B: ïÆ'Ëœ Pros: Technology availability and costs to implement the new vending machines is inexpensive due to falling prices of the temperature sensors and computer chips; ïÆ'Ëœ Internet connectivity associated with the technology makes it very easy to track daily and hourly demand based on fluctuations thus making it easy to determine the price point offered in any region; ïÆ'Ëœ The new public relations and marketing campaign will slowly educate the consumer of the inevitable; ïÆ'Ëœ Increase profitability during the peak season due to lower costsShow MoreRelatedAnalysis Of Cola War Case Based On Porter s Five Competitive Forces Essay1608 Words   |  7 PagesAnalyzing Cola War Case based on Porter’s Five Competitive Forces Due to globalization and this fast-growing business environment, firms struggle to earn above-average returns. They strive to establish a competitive advantage in order to earn higher returns. 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