Consumer Decision Making.

Coca-Cola is a soft drink product which can be seen as a product to reduce the need of thirst. However, thirst could also be reduced by drinking water or another soft drink, so the consumption of cola to satisfy the need of thirst is better described as a want. The choice of drinking cola when one is thirsty depends on a consumer's cultural environment, his or her learning experiences and his or her history. For example, in western countries it is normal to drink coca-cola when you are thirsty, while in developing countries people will satisfy this need with water. Based on what is learned and what the cultural conditions are, people will or will not drink coca-cola. Therefore coca-cola is a want instead of a need. People do not need coca-cola, they want it.

Coca-Cola satisfies in the first place a useful need, it takes away the thirst of a consumer. But coca-cola can also be seen as to satisfy a pleasure need. Consumers who drink coca-cola can experience a refreshing moment, which is more an emotional response. This satisfaction of a pleasure need can particular be seen in the commercials of coca-cola producers, who often show the consumption of coca-cola as a refreshing and fun experience. So consumers' motivation to buy coca-cola depends on how strong they feel about satisfying the needs and wants described before. This will depend largely on their culture and how they are raised. Also, the consumption of coca-cola can cause an approach-avoidance conflict. Although it takes away your thirst and can give you a refreshing moment, it also contains a lot of sugar which is not good for your health. Therefore people can be less motivated to buy coca-cola.

Because coca-cola satisfies in the first place an useful need, we think consumers are not very involved when they buy coca-cola. Especially in western countries, where coca-cola is more of a everyday product, people purchase coca-cola soft drinks based on habit. Usually, consumers will not take into account the different coca-cola brands, but just purchase the brand they always take if it satisfies their needs, or in this case wants. Research has even proven that when consumers do not see the brand they are drinking, they do not taste any difference. It seems that the choice of coca-cola brand depends on how the different coca-cola producers position their product in a consumer's mind.

Consumer Decision Making.

Coca-Cola try to appeal to different subcultures by stressing out different values. The values that Coca-Cola wants to stress are family, friendship, happiness, exercise, and being cool. Their product appeals therefore to a broad range of people. It is a product for everyone, every time, everywhere. For Pepsi these values are enjoyment, relaxing and energy. Pepsi appeals more to young, active and sportive people. Although these values are somewhat different, they are all western values, so it will appeal more to western cultures. To also reach consumers in non-western cultures and countries, both companies make different advertisements campaigns for these regions.

Appealing to the local cultures is a very efficient way to gain sells. For example, there are large billboards of Coca-Cola in the Mainland China. People in China are used to large billboard with slogans on new government policies. Since many of those policies have proven to be a wrong step in the country's development, the credibility of such billboards is very low from Chinese people's point of view. Therefore, the aim to raise the brand awareness in this new market is not achieved. Instead, this gives a negative image of the Coca-Cola Company.

Developing A Global Vision.

Joint Venture- when a domestic firm buys part of a foreign company or joins with a foreign company to create a new entity.

ILLYCAFÈ is based in Trieste, Italy and produces as well as markets a unique blend of espresso coffee. illy is sold in over 14o countries around the world and can be enjoyed at the the best coffee bars and restaurants within those countries.

ILLYCAFÈ and Coca-Cola Company Finalize there joint venture on March 27, 2008 to launch the premium ready to drink espresso based coffee beverages in several European countries in April of 2008. Consumers in over 10 European countries will be able to buy three premium ready to drink coffee products. These products consist of (1) Caffè which is a real Italian "chilled caffe." Its the first ready to drink coffee to offer black (no milk) espresso based coffee. (2) Latte Macchiato which is a smooth fresh illy espresso experience swirled with milk. (3) Cappuccino which is an intense uplifting of aromas of illy espresso, blended with milk and dark cacao. All three of these products will be available in 10 European Coca-Cola markets including Austria, Croatia, Greece and the Ukraine.

"When we announced the partnership between The Coca-Cola Company and illy a few months ago, we committed to deliver the perfect ready to drink espresso experience," said Muhtar Kent, president and chief operating officer, The Coca-Cola Company. "Today, we believe we have delivered on that promise with an authentic Italian coffee experience. I look forward to this partnership delivering these great brands across the globe and enhancing our global leadership in the fast growing ready to drink coffee category."

Social Responsibility, Ethics and the Marketing Environment.

Marketing to children now and days are beyond sexual and parents are constantly complaining to the companies, pro-testing, and even taking away television privileges from their children. So what has Coca-Cola done for there company to outcast themselves from other sexual or inappropriate advertising and marketing?

Well Coca-Cola is a company where heritage is honored and values are respected. The company as a whole works together to bring different types of beverages into your home day after day whether its for a party or just for your own personal use in your daily routine. So they have created the "Advertising and Marketing to Children Policy" which include all of there beverages so children under 12 will not be directly targeted by any of there marketing messages and will not be shown drinking any of there products without the supervision of a parent, guardian, or caregiver. While the "Advertising and Marketing to Children Policy" has always been in effect with the company, they continue to change the rules to become in sync with customers and marketplace.

Above all, the company knows for the most part there customers are parents/guardians who have become more knowledgeable over the years and support their decision of choice for there home. With that in mind, C0ca-Cola has provided easy access to the nutritional information both on there product labels and online.

Developing A Global Vision.

The world as we know is constantly changing every day. Coca-Cola focuses on beverage creation that enables them to meet the diverse and ever changing beverage needs and desires of there consumers around the world. In this case the new product Coca-Cola just produced which was inspired by the ancient principles of traditional Chinese wisdom- 5,00 years of wisdom in a bottle called "Jianchi." Jianchi means strong inner energy in Chinese. The drink is available in three different flavors which are made of plant extracts and fruit juices. Unfortunately, Jianchi isn't available in the United States. It is only being sold in over 100 herbal shops and pharmacies in Milan.

Social Responsibility, Ethics and the Marketing Environment.

"The future of our company depends on the vitality of the communities where we operate." - Coca Cola

Some people believe Coca-Cola is just a company that sells various types of beverages such as soda, juice, sports drinks, teas and coffee but it's more then that. Coca-Cola is a company that not only sells beverages but helps the community that it is in WORLD WIDE. The company funds a program called The Coca-Cola Foundation which embark on several activities. For instance Healthy & Active Lifestyles that encourage lifestyle changes by accessing programs that educate on physical activity and nutritional facts. Coca-Cola recently launched "Diet Coke Red Dress Program" which coupled up with the National Heart, Lung and Blood Institute's for the Heart Truth campaign, to put messages about heart health on over 2 billion packages of Diet Coke products all over the United States.

Education which give scholarships to those who actually need it. Particularly for students who are of "first generation" to attend college in there family for instance generation Y.

Water Stewardship which promote water conservation within communities and industries by focusing on plant performance, watershed protection, community water initiatives and global aware awareness and action.

Strategic Planning 1

Coach is planning to increase international distribution and target international consumers with Japanese customers by maintaining a consistent strategy overseas. Coach is available in 167 international department stores and continues to grow. In the U.S. alone they have over 900 department store locations in the U.S.

Strategic Planning 2

September; for some it's just the month when school starts or maybe the month that makes you feel like winter is getting closer. But for those in the fashion world, September is one of the many biggest months for designers- its FASHION WEEK!!! (which started this Thursday). So some of you may be wondering what in the world is Coach doing then?

Well, for starters they did some serious strategic planning by inviting everyone on their emailing list to their Fashion Night out in NYC Thursday September 9,2009 at the Coach Flagship store on 595 Madison Avenue. It went from 7pm-10pm. During the night famed graffiti artist Pesu and Brooklyn based illustrator Kiersten Essenpreis were creating one of a kind designs on limited edition totes that were up for purchase that night only. How freaking cool would you be walking in the street with a limited edition bag that was only being sold for one night? I'd say you would be pretty awesome in my book.

Coach today.

Today Coach is still known for there best selling products around the world. There success is due to being able to change along with society's fashion trends and the customers demand for more products. Not only does Coach have retail stores world wide but they also can be found in department stores such as Macy's, Bloomingdales, Neiman Marcus, etc; In addition to having there product sold in department and retail stores, Coach established an on-line website (www.coach.com) in 1999 which simply made shopping easier for there customers, like myself as well as there catalog that they mail out when requested.