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P​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​repare IFE and Financial Ratios for the Coca-Cola Company. For the Financial Ratios make sure to use the Coca-Cola revenue statement and balance sheet. Record your sources. What strategies do you think ​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​would allow Coca-Cola to capitalize on its major strengths? What strategies would allow Coca-Cola to improve on its major weaknesses?

Sample Solution

Place, where people live or travel, can be considered as a general category providing all the range of resources to satisfy consumers’ needs. Places, namely countries, cities, towns, villages and municipalities of different kind, where people exist become important constructs of their lives (Baker, 2012). Places can be categorised by different criteria: by a scale, recourses, type of economic activity, specialisation, geographical location, investment rating, touristic attractiveness, quality of life, etc. (Florida, 2005; Bechtel, 2016). Nowadays people choose places as they choose goods and services. From this point of view, the marketing approach has been applied to places, considering them as a specific type of products with their own markets and consumers (Kotler et al, 1993; Kotler and Gertner, 2002; Morgan et al, 2004, Kotler et al, 2002). Basically in the literature there are different categorisations of place brand’s stakeholders (Stubbs and Warnaby,2015). In my research, I would focus on citizens (current and former), tourists, businesses and authorities. For the last decades a significant number of places of different scale – from nations to towns and villages – have made more or less successful attempts to implement place marketing tools and programs. Some of them have had the form of coherent development programs and strategies. Others focused mainly on the “promotion” component of the marketing mix, narrowing marketing to communication techniques and place promotion. Place marketing and place branding Marketing is a widely implemented demand-based concept and practice aiming at meeting the needs and requirements of consumers as a basic principle of gaining market success for companies (Saren, 2009). Consumers are recognised as main actors, whereas companies are competing for their attention and positive attitude that, in essence, result in making a purchase. The marketing approach, though emerged initially in the production and industrial field, has been applied and spread dramatically to numerous spheres and areas, from marketing services to marketing personalities and celebrities (Kotler and Armstrong, 2016). Due to global processes in international economies, territorial competition between places has all over the world increased (Baker, 2012). It has resulted in searching for marketing instruments and solutions and influenced the development of place marketing and place branding techniques. A large number of regions implement place branding strategies in order to attract people or businesses to the place or to pr
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