Counting Beans

One way Coca-Cola has neutralized the treat of entry into the is to fill almost all entry points, this is particularly evident in the carbonated soft drink market, with Coca-Cola offering every flavor combination imaginable. Coca-Cola also neutralized the threat of rivals with product differentiation, emphasizing their unique taste in their products. This strategy has also neutralized the threat of buyers by making their product unique, in other words, Coca-Cola classic has a unique taste over their competitor Pepsi, therefore by switching brands the customer will have to sacrifice this unique taste.

Coca-Cola is operating in a mature industry especially in the carbonated soft drink market as consumers are often switching to healthier, substitute products. Coca-Cola has shifted its focus to refining its current products. One major way that Coca-Cola has refined its current products it to expand its packaging offerings. Customers who enjoy plastic bottles have various sizes to choose from including two liters, 24-ounce, 16-ounce, and 12-ounce. There are also two sizes of aluminum cans, the classic 12-ounce and a smaller 8.5-ounce size. This is a direct response to consumers who are trying to limit their soda intake. Coca-Cola is continually evaluating the needs of the customer and refining its products in response.