The Coca Cola Company is present in more than 60 countries around the world; moreover the company has the dominant market position in more than 30 countries. ACNielsen’s research provided that “the total Coca-Cola brand was number one among beverages at well over US$15 billion in sales, with its two sub-brands, Coke and Diet Coke, being billion dollar brands in their own right. Pepsi Cola and its associated sub-brands, Pepsi and Diet Pepsi (including Pepsi Light, Pepsi Max and Pepsi One), ranked as the number two beverage.” (Stamford, 2001) In terms of the sales growth as well the Coca Cola company was amongst the top five brands, while the as per the regional highlights Coke as well as Marlboro were the top two brands in all the segments researched by ACNielsen.
Over all in the global markets, Coca Cola has the strongest presence in the European region, while the second market leader in the carbonated beverages industry is strong in the North American region. The strong market position of the Coca Cola Company in the diverse markets around the world is beneficial for the company as it increases the loyal consumer base of the company and its key brand. In such a situation “consumers are likely to be strongly influenced by brand, and this weakens buyer power: retailers need to stock brands popular with consumers, even if these are more expensive.
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