Ch. 4 - The Marketing Environment

Coca-Cola has always had to face the Social/Cultural forces. It force can affect directly on the marketing decisions by changing demand patterns and creating new opportunities. Coca-Cola has slowly repositioned itself in response to its strong competition and the changing marketing environment, Coca-Cola relies on fizzy drinks for 80 per cent of profits, while PepsiCo generates about 23 per cent of its worldwide profits.