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Summary wk4 MKT571 assignmentaa.doc Setting Price and Distribution MKT 571 Setting Price and Distribution Place Even though the headquarters of the Coca-Cola company is in the United States, the company operates in other regions of the world which have bee$5.49
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Summary wk4 MKT571 assignmentaa.doc Setting Price and Distribution MKT 571 Setting Price and Distribution Place Even though the headquarters of the Coca-Cola company is in the United States, the company operates in other regions of the world which have bee
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wk4 MKT571 Setting Price and Distribution MKT 571 Setting Price and Distribution Place Even though the headquarters of the Coca-Cola company is in the United States, the company operates in other regions of the world which have been divided into separate self-sustaining business operations. ...
wk4 mkt571 assignmentaadoc setting price and distribution mkt 571 setting price and distribution place even though the headquarters of the coca cola company is in the united states
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Running head: #4: SETTING PRICE AND DISTRIBUTION 1
Setting Price and Distribution
MKT 571
, #4: SETTING PRICE AND DISTRIBUTION 2
Setting Price and Distribution
Place
Even though the headquarters of the Coca-Cola company is in the United States, the
company operates in other regions of the world which have been divided into separate self-
sustaining business operations. With a separate international division structure, the company is
able to realize the smooth and seamless undertaking of its day to day activities. The five
continental divisions of the company include Eurasia & Africa Group, Latin America Group,
Europe Group, Pacific Group, and the North America Group. Each division is headed by a vice
president who is responsible for the operation of the subdivisions under their continental
divisions.
Pricing Strategy
The tight competition experienced in the soft drink industry makes it necessary for the
Coca Cola company to develop an effective pricing strategy to enable it to realize the desired
outcomes. According to (), the Coca-Cola company utilizes the cost-based framework for the
first Coke. This means that the prices of the final product are determined by the costs that the
company incurs in producing the soft drinks and offering it to the final consumers. The strategy
presents an opportunity for the company to reduce the prices of its products when it realizes a
decrease in its production costs. Also, the company utilizes a psychological pricing strategy to
realize the set pricing goals and objectives (Okwara & Iwuoha, 2019). For instance, instead of
setting the prices of a 2-Litter Original Coke is $2.00, they make the prices $1.99 which makes
the customers feel that the prices of the soft drink are below $2. The result is that the company is
has been able to realize an increase in the sales volumes thus contributing to the increased
margins for the enterprise in its local and international operations.
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