To add and better understand chapter 8, Coca Cola in general has Undifferentiated Targeting strategy, which means that the company uses the same marketing mix for all customers. The company is trying to appeal to everyone with the same strategy. However, during the years, the company understood that in order to maintain number one in the soft drinks industry, it has to expand its approach and produce more beverages in order to satisfy different consumers. This will bring us back to chapter 8 explanation of how the company developed Multi Segment approach during the years with 3,500 different beverages.
