goizueta became CEO:
• Lack of product innovation: the co had not introduced a new product in 10 years.
• Increased competition from other type of soft drinks: consumers' demand for new types of beverages and traditional juices was increasing.
• Previously, Coke had been advertised with a single theme and image intended to appeal to everyone... Showed first 250 characters
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He rejuvenated the Coke brand by allowing the advertising agency to develop different messages and marketing campaigns to different groups of consumers, and trying to reach and influence younger consumers.
• the co has signed agreements with university to be their exclusive supplier
• Goizueta was also active in developing new products, such as PowerAde, Fruitopia, and Sprite... Showed next 250 characters
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The strategies to achieve these goals are as follows: We will first have a meeting with all the employees that make the old product and brainstorm how to make it better...
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1. Achieve Revenue/Expense Targets. Weight = %
Q1 Q2 Q3 Q4
Revenue $0 $0 $0 $0
Expense $0 $0 $0 $0
2. Develop and Implement Marketing Initiatives to Weight = %
Accomplish the Following:
Drive Server and PRODUCT revenue
Identify YEAR product priorities [product road map]
Complete new company positioning
Gain high market visibility for COMPANY
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When a product is introduced to the market, growth is slow due to limited awareness. As the product is establishing itself, sales will start to increase during the period of growth...
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A company may opt to expand its lineup for the reasons such as: 1) to gain access to new customers (which offer potential for increased revenues, profits, and long-term growth)...
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