Abstract
Coca-Cola Amatil is one of the biggest soft drink manufacturers in Australia. However, the soft drink market in the country is a competitive market, which requires the companies to take strategic action to maintain their share. Coca-Cola has been known to utilize adverts and promotions to ensure that it defends its market share. In spite of this, many individuals are unaware of how Coca-Cola strategically sets up its adverts to ensure that they remain in their unique position in the market. To determine this, the study developed three main objectives and a hypothesis. The researcher chose to utilize both qualitative and quantitative design to gather and analyze data. The results of the study showed that Coca-Cola used market research, historical data, and informed guesswork to develop its adverts and promotions. In addition to this, the company also placed its adverts in various platforms while using influencing tactics suitable for their target audience.
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