Abstract
In the past few years, Coca-Cola Company has been through one of the most appalling periods in its history. For most of the go-go 1990s, it seemed nothing could stop its remorseless global growth. But from 1998 to 2000, the company flabbergasted investors by turning in three straight years of falling profits, its worst decline in living memory. This problem could come from many different sources.
We will try during this essay to present these problems and to define a new marketing strategy for a new start of the Coca-Cola company.
