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Simon Payne School of Management & Finance Farnborough College of Technology HND Business - Year 2 Advertising & Promotion - Assignment 1 The Coca Cola Company is the world's largest drinks company, controlling more than half the global soft drinks market. It's principal brand is, of course, Coca Cola itself, the single most valuable brand in the world, with an estimated value of $68.9 billion for 2000 and actual sales of over $15 billion. However, the company also owns almost 240 other soft drinks ranging from spin-offs like Cherry Coke and Sprite to bottled water and Iced Coffee. Recently the company has found it's sheer size working against it. Competition authorities watch the company's every move, while market saturation and economic downturn in emerging territories has caused their sales to plateau. This may be due to worldwide consumers developing a taste for other beverages. Coke initiated a painful restructuring and then launched its biggest-ever marketing...

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