Hi Charissa, Insightful! What a profoundly insightful argument presented in your post. I’ve found the argument to be thorough and coherent to the topic of study. The insights of the failure of marketing strategies by Coca-Cola provides coherent arguments in support to the lack of following Baines, Fill & Page (2011) elements of strategic context in managing effective strategic marketing plan. The approach of Coca-Cola to the new UK markets in the same tendency as the US rides on the successes of their exemplary performance in the latter country. The company failed to comprehend through the differences in “Relationship Marketing” as Mitsusis & O’Malley, and Patterson (2006) presents. The approach to the new market frontiers in the UK utterly fails to follow a better strategy to achieve value creation and better product positioning as the new products in the market competes with the existing ones and predominant products. Similarly, the discussion ought to take into account the co-creation of value as Ballantyne & Varey (2008) presents by involving the consumers in the process. In turn, Coca-Cola would create awareness of the new product they are introducing into the market elevating the consumer’s decisions towards the product and eliminate the hostility that the Dasani waters met in the country. The segmentation of marketing in various places differ effectively affecting the uptake and perception of products of different products in various contexts. Therefore, Coca-Cola approach to market segmentation was a critical entity to overturn their failure in the UK to a successful venture. Regards References Internal Sources Baines, P., Fill, C. & Page, K. (2011) Marketing. 2nd ed. New York: Oxford University Press. External Sources Ballantyne, D., & Varey, R. J. (2008). The service-dominant logic and the future of marketing. Journal of the Academy of Marketing Science, 36(1), 11-14. Mitussis, D., O’Malley, L., & Patterson, M. (2006). Mapping the re-engagement of CRM with relationship marketing. European journal of Marketing, 40(5/6), 572-589.

Hi Charissa,

Insightful!

What a profoundly insightful argument presented in your post. I’ve found the argument to be thorough and coherent to the topic of study. The insights of the failure of marketing strategies by Coca-Cola provides coherent arguments in support to the lack of following Baines, Fill & Page (2011) elements of strategic context in managing effective strategic marketing plan.

The approach of Coca-Cola to the new UK markets in the same tendency as the US rides on the successes of their exemplary performance in the latter country. The company failed to comprehend through the differences in “Relationship Marketing” as Mitsusis & O’Malley, and Patterson (2006) presents. The approach to the new market frontiers in the UK utterly fails to follow a better strategy to achieve value creation and better product positioning as the new products in the market competes with the existing ones and predominant products.

Similarly, the discussion ought to take into account the co-creation of value as Ballantyne & Varey (2008) presents by involving the consumers in the process. In turn, Coca-Cola would create awareness of the new product they are introducing into the market elevating the consumer’s decisions towards the product and eliminate the hostility that the Dasani waters met in the country. The segmentation of marketing in various places differ effectively affecting the uptake and perception of products of different products in various contexts. Therefore, Coca-Cola approach to market segmentation was a critical entity to overturn their failure in the UK to a successful venture.

Regards

References

Internal Sources

Baines, P., Fill, C. & Page, K. (2011) Marketing. 2nd ed. New York: Oxford University Press.

External Sources

Ballantyne, D., & Varey, R. J. (2008). The service-dominant logic and the future of marketing. Journal of the Academy of Marketing Science, 36(1), 11-14.

Mitussis, D., O’Malley, L., & Patterson, M. (2006). Mapping the re-engagement of CRM with relationship marketing. European journal of Marketing, 40(5/6), 572-589.

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