Company: Coca Cola
Product: Original Coke
Consumer Analysis, Market Segmentation, and Market Coverage
Q1. Describe and discuss the cultural, social, personal, and psychological factors that influence the purchase of the product/service.
Q2. Explain the needs that are met for each of the firms target markets.
Q3. Explain how potential global markets will be evaluated for potential entry. Discuss the most likely mode or modes of global market entry
Q4. Describe the variables (demographic, psychographic, and behavioral) used to segment the firms target markets. Explain how the firm evaluates the attractiveness of each identified market segment.
Q5. Should the firm pursue full market coverage, multiple segment specialization, single-segment concentration, or individual marketing? (Choose one and omit the others)
