Strategic Marketing Analysis for the Coca-Cola Company by Using the Delta Model

• Main Authors: PIGNOTTI,ALESSANDRA, 亞麗珊
• Other Authors: CHANG,CHAO-CHING
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/zphe48

碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 104 === The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this work aims to analyze the links between the Coca-Cola Company’s competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on the firm’s competitive positioning. Finally the results of an empiric research on a soft drink company are presented. The study ́s contribution is providing empirical support for the Delta Model.