Peer Review

Analysis on the Success of Coca-Cola Marketing Strategy | Atlantis Press

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Reviewed:: Jan 27, 2026 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:

Nowadays, Coca-Cola could be found in every corner of the world. No matter you are in the most bustling city or a remote village, there must be a Coca-Cola vending machine near by your house. In 1998, the brand value of Coca-Cola reached 83.845 billion US dollars, ranking first in the world for three consecutive years. This paper reports a longitudinal study on the factors of successful Coca-Cola Marketing Strategy. Because the development of Coca-Cola company lasts for a hundred years, the study collects some data from Internet, then does the analysis and draws the conclusion. After reading this article, it will be easier for you to measure how Coca-Cola operates successfully from three indicators: advertising, product innovation and brand culture.

Type of Material:

Case Study

Recommended Uses:

In-class instruction
Lectures
Individual study
Homework assignments
Group discussionsC
Case study analysis
Presentations
Online discussion forums.

Technical Requirements:

Google Chrome, Mozilla Firefox, Microsoft Edge, or Safari; a PDF reader such as Adobe Acrobat Reader; and productivity tools such as Microsoft Word or Google Docs, with Microsoft PowerPoint or Google Slides used where presentations are required.

Identify Major Learning Goals:

Analyze the key elements of Coca-Cola’s marketing strategy, including advertising, product innovation, and brand culture.
Develop an understanding of how long-term marketing strategies contribute to global brand success
Apply these concepts to evaluate marketing practices of other multinational companies.
Identify how Coca-Cola distinguishes itself from competition

Target Student Population:

College Upper Division, Graduate School, Professional
Suitable for students in the discipline of Business, Marketing, or Management.

Prerequisite Knowledge or Skills:

Students should have basic knowledge of marketing principles and business concepts, including an understanding of branding and consumer behavior.
Ability to interpret graphs

Content Quality

Rating:

Strengths:

Clear and concise presentation of Coca-Cola’s marketing strategy
Well-supported with research and accurate data.
Relevant and applicable to other brands or marketing studies.
Covers key areas: advertising, product innovation, and brand culture.
Supporting graphs appeal to different types of learners.

Concerns:

Content only looked at three aspects of marketing.
Review of data published by others.
No new research.

Potential Effectiveness as a Teaching Tool

Rating:

Strengths:

Case study can be used to teach students about marketing aspects.
Utilizes a recognizable product for students.
Case study can be used as a class discussion or homework/written assignment.
The material clearly presents learning objectives
Effectively supports assessment of student learning.

Concerns:

Case study only presents material and data presented by others.

Ease of Use for Both Students and Faculty

Rating:

Strengths:

Clear
Well-structured
Easy to navigate
Engaging content
Visuals that support understanding

Concerns:

Grapshs could have used a larger font for ease of reading.

Other Issues and Comments:

This case study can easily be used as a class discussion and example of the three aspects of the marketing strategy for Coca-Cola.

Creative Commons: