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RELATIONSHIP MARKETING

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-A case analysis of Coca-cola.
-Written by Esther Obong



1.0 Introduction

The aim of this paper is to identify and evaluate existing and potential customer relationships of coca-cola company and therefore make recommendations. This report will start by explaining who’s and what’s of the company i.e. who they are? What they do? What they sell? In order to establish a detailed basis of this report, it will be supported by academic theories and models such as the Gummesson’s 30 Rs, the ladder of loyalty, six markets model, and external relationships, so as to make suitable recommendation for the company.
2.0 Brief History of Coca-Cola Company

The Coca-Cola Company is a refreshment company. It is a giant corporation that involves almost 275 small companies; it operates a franchise system. In 1892, Asa Candler obtained and consolidated the Coca-Cola Company as a Georgia Organization (The Coca-Cola Company, 2014). After fourteen years, under Candler's administration, packaging operations star…