Describe and evaluate Coca-Cola’s marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends. 

MUST USE THE FOLLOWING BOOK: Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). Boston: McGraw-Hill.

INSTRUCTIONS FROM THE PROFESSOR:
Final Paper

Focus of the Final Paper

Read Cases 1-3 and 6-6 on Coca-Cola. Assume the role of a management consultant reporting to the CEO and Board of Directors at Coca-Cola. In your report, address the following analysis questions:

Describe and evaluate Coca-Cola’s marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends.
Critically evaluate Coca-Cola’s product strategy of developing healthy beverages.
Examine the underlying logic of Mary Minnick’s emphasis on understanding why people consume beverages.
Discuss the underlying logic of the non-carb drinks strategy.
Compare and contrast the performance of Coca-Cola and Pepsi.
The assignment requires research to establish relevant background information; a clear definition of marketing problems and opportunities; and astute strategic recommendations to management.

It is suggested that you make use of the Ashford Online Library’s Mergent database in your research. Mergent offers detailed company reports and other company information that will be useful in writing your Final Paper.

Writing the Final Paper
The Final Paper:

Must be eight to ten double-spaced pages in length, and formatted according to APA style as outlined in the Ashford Writing Center.
Must include a title page with the following:
a. Title of paper
b. Student’s name
c. Course name and number
d. Instructor’s name
e. Date submitted
Must begin with an introductory paragraph that has a succinct thesis statement.
Must address the topic of the paper with critical thought.
Must end with a conclusion that reaffirms your thesis.
Must use at least six scholarly sources, including a minimum of three from the Ashford Online Library.
Must document all sources in APA style, as outlined in the Ashford Writing Center.
Must include a separate reference page, formatted according to APA style as outlined in the Ashford Writing Center