4 pages in length. Diversity is a critical component to any company's continued success; without the benefit of change, organizations cannot expect to remain competitive within their own industries. However, there is a fine line between reinventing an already popular product within acceptable consumer boundaries and completely altering the product so it is wholly unidentifiable. The Coca-Cola company crossed over this line when they introduced the ill-fated New Coke in response to Pepsi's many offshoot products. The extent to which consumers shunned New Coke is both grand and far-reaching; that the manufacturer was compelled to bring back original Coke a mere seventy-nine days after New Coke's release (McGregor et al, 2006) speaks to a marketing faux pas that should have been realized long before New Coke ever progressed beyond the proverbial drawing board. Bibliography lists 4 sources.

A 10 page paper discussing Coca-Cola's changing status. Coke is still the world's most recognizable brand, but its own poor choices and a general decline in cola sales have combined to bring Coke to the point that it can no longer avoid some concerted action that can stop the slide. Generally, saying that a company with positive growth and capitalization that leads its industry is in a slide could be seen only as a ridiculous and unfounded statement. The rigidity at Coke and the manner in which the company insists on remaining self-congratulatory is never a good mix. When lack of focus on customers is included as well, the "slide" statement becomes a valid one. Bibliography lists 6 sources.

A 20 page paper discussing the shift in Coke’s marketing perspective from a global view to one that is much more local in its approach. The company suffered massive setbacks in Europe when contamination in cans sold in Belgium and northern France sickened consumers. This is one reason for the shift away from the global focus, but there are others as well. The purpose here is to examine the shift from global to local focus, particularly as it applies to Coca-Cola France. Bibliography lists 18 sources.

The competencies that succeed in the soft drink industry include offering classic products that consumers trust to taste exactly how they expect them to taste, combined with new products that respond to current trends. For example, there is a rush to get low carb drink products on the market to meet current trends. This is combined with creating a consumer following for the brand, as in any branded product. However, traditional economic methods also apply, particularly in this case, distribution and organization. In the battle between Coca-Cola and Pepsi, the sides are drawn as crisply as the lines between Hektor and Achilles, but Coke still reigns. Bibliography lists 4 sources. jvSoftDr.rtf

This 3 page paper takes a look at the cola wars in 2005 and how things have changed. The financial positions of Coke and Pepsi are explored. Recommendations are made for each of the firms. Bibliography lists 4 sources.