THE EFFECTIVE ADAPTATION OF SPORTS MARKETING STRATEGIES TO PROMOTE COMPANY PRODUCTS (BRANDS): THE CASE OF COCA COLA

Marketing strategies are being developed to integrate all activities involving sales, public relations, and advertisement as well as networking in order to create, maintain, and satisfy the customers (Pinson 2008, p. 44). When a company's marketing strategy is effiecienttive, it can enhance its communication with the consumers, end users, and other external parties. The 2008 Beijing Olympic Games was a remarkable event that gave birth to the modern day sports marketing. The surging public enthusiasm that came with it made many companies start viewing sports as an opportunity to promote their brand image (Wang 2015, p. 22). Comment by Grammarly: Deleted:,

The marketing of sports can be defined as a uniquespecial type of marketing strategy that uses sports activities as carriers to promote and popularize company's products and brands. Such a marketing strategy This iscan be achieved through various means such as sponsoring, publicity, distribution, naming, and inviting sports stars or designing products that conform to the sporting culture (Shilbury , Westerbeek, Quick, and Funk 2et al. 2014, p. 11). However, as explained by Alonso (2014, p. 9), companies are concerned about the cost associated with holding such events. The marketing of sports is focused on the sports market, which includes sports venue, leagues, Olympics, government sports departments, sporting associations, sporting apparel, clubs, teams, media, educational organizations, as well as corporation and private enterprises (Smith and Stewart 2014, p. 16).

Coca-Cola participated in the Olympics game in Beijing in 2008. It used the opportunity to market its brand. The company employed a defensive marketing strategy that . This type of strategy is appropriate for a market leader, an institution company that wants to use attacking mechanism, and intendwants to barricade competitor actions. The Coca-Cola Coca-Cola companyCompany, therefore, qualifies to use this strategy as it leads the soft drinks industry (Marber, Wellen, Wurtz, and Yi et al. 2012, pp. 11-12)). A company launches more products in attacking. It further increases the budget to be used in promoting the products. Finally, the leader must often barricade any offensive competitor actions. Comment by Grammarly: Deleted:lo Comment by Grammarly: Deleted:k Comment by Grammarly: Deleted:m Comment by Grammarly: Deleted:ve Comment by Grammarly: Deleted:bl Comment by Grammarly: Deleted:k Comment by Grammarly: Deleted:m Comment by Grammarly: Deleted:v Comment by Grammarly: Deleted: made by th Comment by Grammarly: Deleted:th Comment by Grammarly: Deleted: are Comment by Grammarly: Deleted:ffe Comment by Grammarly: Deleted:ive frequently Comment by Grammarly: Deleted:c

Coca-Cola did several activities in China to promote its brand. It formed a team of more than two hundred employees. It designed a can reflecting the Olympics including China. The can was filled with red, a colorcolour that helps the audience to identify Coca-Cola's brand and products. Moreover, it filled the can with its logo. The Olympics athletes whom the company has formed contracts with also appeared in the can. The red colorcolour is also significant in Chinese culture. It is the nation's colorcolour. A large part of its flag is red including its Olympic uniforms. Furthermore, the colorcolour is associated with fortune, good luck, and joy. It is often used in holidays and New Year. The colorcolour was, therefore, perfect for the company. The Olympic themed can and bottle feature Olympic logos and images of kites and clouds. In China, the clouds symbolize good luck while the kites symbolize Chinese people spirits and the teamwork which was a necessity for the Olympics to run smoothly. In addition, kites send away illness and bad luck. The bottle was re-designed for China and is currently taller and slimmer. In addition, coke has added a fluorescent to it to attract the young consumers. It also came up with a high-tech fifty-foot version of the popular countered bottle. The bottle was part of the torch lighting ceremony at the Olympics. In addition, Coke ambassadors traveledtravelled with the bottle and the torch on a tour around the country. Coke sponsored the event including Samsung and Lenovo. As advertising signage is prohibited within the Olympics stadiums, Coca-Cola conducted some promotional activities outside the stadium. To market its product indirectly in the stadium, the company designed objects the same as human hands and distributed them to the spectators. The spectators wore the objects on their hands and waved while cheering their teams. It also sold trading pins with a Chinese flavorflavour. It erected a building with the shape of a bottle to host pin trading. To capture the young generation, it created a virtual environment for Olympics skills testing and to learn coaching tips. Furthermore, it designed a computer game that featured Liu Xiang the marathon champion. It also formed a radio station. Coca-Cola further used superstars in their television advertisements which passed a messaged about "coke's side of life". The company further adopted billboards to promote its brand. The billboards showed Olympics games images. Several retailing stores also displayed cokes advertisements. The company also designed huge bottles and placed them on Beijing streets. The bottles portrayed the Olympics athletes representing China. Tourists took photos near the bottles. It also partnered with the Olympic committee to sponsor and enable ten families from any geographic location to participate in a context which involved touring the company’s bottling facility (Marber et al. 2012, p.p. 12-14). Comment by Grammarly: Deleted:pa Comment by Grammarly: Deleted:n Comment by Grammarly: Deleted:nd Comment by Grammarly: Deleted:eson Comment by Grammarly: Deleted:ed Comment by Grammarly: Deleted:wit Comment by Grammarly: Deleted:u Comment by Grammarly: Deleted:r Comment by Grammarly: Deleted:they Comment by Grammarly: Deleted:v Comment by Grammarly: Deleted:lue Comment by Grammarly: Deleted:e Comment by Grammarly: Deleted:l Comment by Grammarly: Deleted:u Comment by Grammarly: Deleted:. Comment by Grammarly: Deleted:I Comment by Grammarly: Deleted:feat Comment by Grammarly: Deleted:r Comment by Grammarly: Deleted:ith w Comment by Grammarly: Deleted:have exclusive con Comment by Grammarly: Deleted:racts. T Comment by Grammarly: Deleted: red Comment by Grammarly: Deleted:lour for coc Comment by Grammarly: Deleted:col Comment by Grammarly: Deleted: i Comment by Grammarly: Deleted:ide Comment by Grammarly: Deleted:ity pu Comment by Grammarly: Deleted:pose, Comment by Grammarly: Deleted:olour Comment by Grammarly: Deleted:hat i Comment by Grammarly: Deleted:identified Comment by Grammarly: Deleted: the brand and product Comment by Grammarly: Deleted:u Comment by Grammarly: Deleted:u Comment by Grammarly: Deleted:nd Comment by Grammarly: Deleted: major Comment by Grammarly: Deleted:he Comment by Grammarly: Deleted:Chin Comment by Grammarly: Deleted:e Comment by Grammarly: Deleted:Olymp Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:nif Comment by Grammarly: Deleted:ms. Comment by Grammarly: Deleted:T Comment by Grammarly: Deleted:Ch Comment by Grammarly: Deleted:ne Comment by Grammarly: Deleted:e Comment by Grammarly: Deleted: the colour Comment by Grammarly: Deleted:often Comment by Grammarly: Deleted:h Comment by Grammarly: Deleted:lid Comment by Grammarly: Deleted:y Comment by Grammarly: Deleted: a Comment by Grammarly: Deleted:d New Year Comment by Grammarly: Deleted:u Comment by Grammarly: Deleted:s Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:, Comment by Grammarly: Deleted:l Comment by Grammarly: Deleted:u Comment by Grammarly: Deleted:c

The Coca-Cola Company entails a global is a multinational American conglomerate corporation that was founded in 1886 by John Pemberton, a pharmacist by profession (Anders 2013, p. 4). It is recognized as one of the leading providers of soft drinks in the world (Donovan 2013, p. 111). It has subsidiaries in more than two hundred countries, however; its products are found in nearly all parts of the world. The company runs its business via North America, Asia-Pacific, bottling investments, Europe, Latin America, Africa, and Eurasia business segments (Donovan 2013, p. 111)Marketline 2015). It produces, distributes, and markets non-alcoholic beverage, syrups, and concentrates. It providduces at least three thousand, five hundred beverage products, including still, and sparkling drinkbeverages (Marketline 2015). It, however, sells the syrups and concentrates to authorized canning and bottling operators. Moreover, Coca-Cola is the owner or licensee and marketer of at least five hundred beverage brands. The sales revenue of sixteen emblemsbrands out of the total figure is in billions. Coca-Cola is recognized globally (Lopez 2013, p. 10; Anders 2013, p. 4). Its famouspopular brands are Diet coke, Coca-colaCoca-Cola, Sprite, and Fanta. Its revenue in 2014 was $45,998 million, around 2% decline compared to 2013. Coca-Cola’s vision is to double its profits by the year 2020 (Albala 2015, p. 42). The company has to use effective marketing strategies to promote its brands and products to attain the vision. Comment by Grammarly: Deleted:p Comment by Grammarly: Deleted:the Comment by Grammarly: Deleted:s

Notably, the Coca-Cola Company does not target any specific market segmentation. Instead, it relies on a mix of similarundifferentiated marketing strategies in order to reach out to many categories of consumers (Anders 2013, p. 18). Lastly, it has a competitive advantage regardingin terms of cost control, operations, brand awareness, collaborative customer relations as well as channel marketing and distribution. (Nganga 2014, p. 4). The company was incorporated in Wilmington, Delaware but its headquarters is in Atlanta, Georgia.

All firms, irrespective of whether they are multinationals such as Coca-Cola, or modest start-ups need effective marketing strategies in order to reach out to a broawider range of consumers. As competition for these strategies advancebecome stiffer, the urge to seek for better alternative marketing strategies heighten. Most companies fail due to use of because they are using ineffective marketing strategies.

Many companies are now considering sports marketing as a desirable tool for promoting their brands and products. MasterCard Company employed sports marketing to capture the attention of Rugby fans in the 2015 world cup. With the help of Octagon (a company that assists in creating messages that enable talent, products, and brands to gain a competitive advantage), MasterCard was able to run a marketing campaign on YouTube for forty-four days (Newland 2017, p. 63). Consequently, the company was able to increase card spending and transactions. The company was also able to reach out to one hundred and forty-five million people enabling the company to expand their reach and effect. Apart from MasterCard’s case, little is known about sports marketing effectiveness. Little evidence exists about its ability and effectiveness in marketing (Mullin, Hardy, and Sutton 2014, p. 14). Furthermore, not much is known Additionally, little is known regarding the capability about the ability of sports marketing to help companies promote their business, allocate resources correctly, safeguard reputation, as well as court right type of clients (Nganga 2014, p. 4). DeGaris 2015, p. 92). Statistical figures indicate that sports sponsorship takes the lead with 70% of the marketing expenditures going to sports. H, however, limited research is there to explain sports marketing effect on companies (ESP Properties 2017, p. 1). The other sectors are the entertainment, tours, and attractions which comes second with 10%, causes 9%, festivals, fairs, and annual events 4%, arts 4%, and associations and membership organizations 3%. Comment by Grammarly: Deleted:a Comment by Grammarly: Deleted:f Comment by Grammarly: Deleted:w Comment by Grammarly: Deleted:are

A company takes into consideration several things when marketing its brand. These are corporate reputation, customer expectations, shareholder value, sales revenue, profitability, social responsibility, and market share among others. Ineffective marketing strategies can destroy reputation, trust, and confidence that the company had developed for the brand. Companies now view the sponsoring of sports as the best way to reach new markets. According to Koc (2013, pp. 30-34), companies are now using it to build their image and strategically position the brand. Corporationmpanies couldan reach a broadwide market through sports sponsorship and even pass messages to the audiences that would not have been easy if regularnormal advertising was implemented (Kilduff, Elfenbein, and Staw 2010, p. 951). Sports sponsorship increase brand's awareness is taking into consideration the press coverage and television commercialization. AlsoIn addition, it can attract an extensiv wide section of the community and reach out to particular niches. It also canhas the ability to similarly disintegrate cultural barriers. A consumer relates sports with values such as energetic, healthy, masculine, fast, and vibrant (Tripodi 2001, p. 83). The primarymain objective of sponsoring, therefore, is to utilize the image of the sportssports image to define, promote, or re-establish own image. . The goalobjectives of sponsorship are to attain publicity, create entertainment and promotion opportunities, and increase community relations.

The research questions for the study are as follows:

a. How has Coca-Cola adapted sports marketing strategies to promote their products or brand?

b. Which mode of sports marketing is Coca-Cola Company using?

c. What marketing tools does the Coca-Cola Company use?

d. Are there relations between sports marketing and (1) brand reputation, (2) market share, and (3) consumer expectation? Comment by Grammarly: Deleted:Is

The primarymain purpose of conducting theis study is to personally experience how iconic brands such as the Coca-Cola apply and manipulate their marketing strategies to gain competitive advantage. Theis study will also help to identify how effective Coca-Cola is at adapting sports marketing strategies to promote its brand and products. It will further help to improve the learner’s research skills and abilities besides expand knowledge of the research topic. The academic field will benefit as it will fill gaps in the literature. As sports marketing is a new concept, this study will bridge the differencegap in the literature as it is not available in the most academic literature. Companies including coca cola may utilize the research findings to rethink and redesign their marketing strategies to achieve the maximum outcome. Additionally, it will provide a comprehensive analysis and understanding of the sports marketing concept and determine whether Coca-Cola uses it efficientectively or not. The study was basically chosen because of the interest to explore the possibility of using sports marketing strategy to enhance corporate reputation, customer expectations, and market share.

The objectives of this study are:

a. To find out how Coca-Cola has adapted sports marketing strategies to promote their products or brand.

b. To discover the mode of sports marketing used by Coca-Cola Company.

c. To identify the marketing tools used by the Coca-Cola Company.

To determine if there are relations between sports marketing and (1) brand reputation, (2) market share, and (3) consumer expectation.

Following this introduction, the study is divided into four further chapters namely the: Literature Review; Methodology; Findings & Discussion; and Conclusion. The Literature Review covers what other researchers have found in relation to the study topic. Literature review helps to avoid replicating the information and simultaneously acknowledge the authors. The industry size, growth rate, major players, situational analysis proposed analysis will be included in this section.

The third chapter is the Methodology chapter. The methodology chapter discusses the procedures used by the researcher to collect and analyze primary data from the study respondents. The procedures are discussed at length and step by step, starting from the research philosophy, the research approach, research strategy, data collection methods, sampling technique, and data analysis techniques

The fourth chapter is the Discussion of Results chapter. The section presents and interprets the final data results and attaches meaning to them by corroborating them to the written literature listed in the second chapter of this thesis.The research questions were used to ensure that all the crucial aspects surrounding the problem statement are tackled. Porter’s five forces and SWOT analysis were used to analyze the topic from a strategic point of view.

The final chapter is the Conclusions chapter. The primary purpose of this section is to provide a brief recap of the study and determine whether the study succeeded in achieving its research objective as well as answering its research questions. If it did, then the investigation can be concluded as successful in its aim and purposes; but if not, then the study was not successful, and those areas which made the research difficult should be mentioned for future improvements. Also, in this chapter, there will be a mention of the limitations of the study; these are the glitches that the researcher may have encountered during the study. Finally, the thesis shall also provide recommendations for future. The next activity will be an explanation of the research methodology, results, conclusion, and recommendations respectively.

1.6 Chapter Summary

In summary, Chapter 1 provides a brief overview of the topic of interest, sports marketing, and defines the problem thesis that needs to be solved. The section addresses a variety of aspects that encompass the background of the study, justification of the study, the research objectives and questions. The last subsection defines the organization of the rest of the report.

This report will begin with an abstract. The abstract addresses the purpose of the study, the research methodologies, the key findings, and recommendations. The second section is the introductory part. It will capture the background of the case study selected, research problems, research questions, the aim of the study, and research objectives. This will be followed by a literature review. This part covers what other researchers have found in relation to the study topic. Literature review helps to avoid replicating the information and simultaneously acknowledge the authors. The industry size, growth rate, major players, situational analysis proposed analysis will be included in this section. The next activity will be an explanation of the research methodology, results, conclusion, and recommendations respectively.

Chapter 1 provides a detailed literature review on the topic of interest, sports marketing, in a bid to answer the study research questions (How has Coca-Cola adapted sports marketing strategies to promote their products or brand? Which mode of sports marketing is Coca-Cola Company using? What marketing tools does the Coca-Cola Company use? Are there relations between sports marketing and (1) brand reputation, (2) market share, and (3) consumer expectation?). The section addresses a various elements including the various marketing strategies used for sports marketing, brand reputation, industry size, growth rate, the major players, competitor and situational analysis, as well as the proposed plan of analysis. Literature review is often conducted to find out what other researchers have gathered regarding the study topic. The concept helps to avoid information replication. It also ensures that the researcher acknowledges the works of authors in relation to the materials used. In this chapter, therefore, the researcher presents the result of a literature review that was conducted. A review of the available literature was conducted to establish the theoretical underpinnings of this study including what other researchers have found. Comment by Grammarly: Deleted:L

Soft drinks are made using a collection of flavorsflavours, sweeteners, and carbonated water. However, the type of flavors and sweeteners used vary. Soft drinks manufacture dates back to the late 1770s with the discovery and development of carbonated water (Steen and Ashurst 2006, p. 2). Soft drinks have grown since then to become a beverage that is widely consumed, especially to quench thirst and for refreshing purposes (Hui 2007, p. 420).

The industry has several players. However, Coca-Cola, Pepsi, National Beverage, Dr. Pepper Snapple Group, and Buffalo Rock are the main players. These companies use various marketing strategies to promote their products to the consumers. The industry is, however, challenged by health, safety, and environmental problems (Nestle 2015, p. 53).

Marketing is both a concept and an approach strategy that companies use to meet four objectives: Be competitive, increase sales volume, maximize profits, and satisfy the customers (Schmitt 2011, p. 40). As noted by Ferrell and Hartline (2013, p. 1), in today’s economy, all companies need an effective marketing strategy and sound planning to achieve the above goals. Effective marketingIt has become central to marketing as is currently being embraced by many other fields (Shankar and Carpenter 2012,Kabus 2016, p. 47 p. 1).

Shankar and Carpenter (2012, p. 2) defined marketing strategy as a plan of managerial actions and initiatives that an organization uses to relate to its customers and the entire market. Traditionally, marketing strategies are developed based on five concepts namely the production, product, marketing, sales, and societal notionconcepts (Pinson 2008, p. 45). All these ideaconcepts are developed based on the same marketing philosophy of providing an exchange mechanism (Hoffman and Bateson 2017, p. 66).

The production concept promotes the idea that consumers will ultimately appreciate and choose products availed to them. The product concept, however, supportpromotes the idea that consumers only favor products that add value to their needs (Kurtz and Boone 2014, p. 184). The selling concept supportpromotes the idea that consumer will buy enough of the product if the company makes effort to sell and promote it. Lastly, the marketing concept promotes the idea that the company should understand the needs and wants of each market and design products that meet those expectations (Baran and& Galka 2013, p. 279). Comment by Grammarly: Deleted:u

According to Leng and Hsu (2015, p. 2), significantmajor changes in the sports industry has resulted in the development of sports marketing strategies. Such a This type of marketing strategy is designed to use sports as a means of promoting and popularizing products and brands; and . It can be done usingby means of sponsorship of sports stars, events, as well as materials such as attires (Desbordes and Richelieu 2012, p. 99). Also by using this strategy, the company designs products that conform to the sports culture (McCollough and Shook 2017, pp. 190-192). The lLiterature reviewed also presented a list of available marketing tools such as print advertisements; , magazines;, billboards;, commercials,; banners;, television;, newspapers;, radio;, and telephone directories , as well as social media such as sharing, networking, blogging, tweeting, pinning, bookmarking, posting, and media sharing (Czinkota and Ronkainen 2007, p. 312).

The most important aspect of sports marketing strategy is re-incorporating and integrating the company’s culture, resources, and brand into the sports culture (Shank and Lyberger 2014, p. 550). Sports marketing enhance brand image and popularity. Moreover, it enables the company to communicate its products and brands effectivelyin an effective manner (Wang 2015, p. 23). A company can further utilize sports marketing to build global power brands that could enable it to gain competitive advantage (Mullin et al. , Hardy and Sutton 2014, p. 195).

A past campaign conducted by Coca-Cola requesting the audience to eat and sleep cricket but remember to drink Coca-Cola alone reflected a strategy about how companies can market their brands and products. Due to the love of crickets in India, Coca-Cola tried to link itself to the sport and the people's obsession with cricket. Singh (2013, p. 62) explained that sports marketing mean how companies leverage the people's emotional attachment to sporting heroes, teams, and sports in general. As sports have been viewed as a marketing medium, companies that are not related to sports are now using the strategy. This is illustrated by Coca-Cola, a company whose products and brands are not associated withrelated to sports, clearly illustrates this new approach as it but the company sponsors sports events. Comment by Grammarly: Deleted: c Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted: c Comment by Grammarly: Deleted: c Comment by Grammarly: Deleted:of

In 1936, Tthe need for marketing through sports and marketing sports grew when the broadcast of sports through television became famous at Berlin, Germany, when sports were broadcast for the first time (Hollensen (Singh 2012, 3, p. p. 3262). . This was in 1936 at Berlin, Germany when sports were broadcast for the first time.

The western nations are known for marketing through sports and always . They, for instance, associate themselves with sports leagues such as the Barclays premier league, sponsor teams, for example, Samsung which sponsors Chelsea's Jersey and Gillette that has famouspopular sports celebrities acting as the brand's ambassadors (Singh 2013, p. 62). Sports marketing, therefore, grants the opportunity to reach out to the local audiences and even worldwide audiences in the case of international sports events such as the Olympics which are telecast globally.

Sports foster brand popularity and brand image. Several people love sports and are emotionally attached to it. There is the competitive landscape and struggling in sports. Nevertheless, the fans have to exhibit one spirit (Motzek 2011, p. 29). Sports marketing, therefore, tries to integrate human emotion with the culture and ideas of brands or products. Companies implement sports marketing to make the consumers acknowledge the brand elements and attain public image; in addition to helping brands . It also assists brands to to become more known, reach out to a broadwide market, and form a better emblem brand and social perceptionimage. Second, sports help to attain more communication effects. Publicity is great for a sports event. The media receives high exposure rates as the number of audiences is many as well as y. It also exposes the products and brands of companies to the public (Wang 2015, p. 22). Third, sports are an efficientective way to build a robustpowerful brand. Global brands such as Coca-Cola require an international communication channel. International sports events such the world cup and Olympics, win the audience attention hence, the best platform for product or brand promotion. Several brands become global brands by sponsoring such events. Comment by Grammarly: Deleted:on Comment by Grammarly: Deleted:to Comment by Grammarly: Deleted:in Comment by Grammarly: Deleted:are

Brand reputation maintains the relationship between the customer and the company. Several companies view brand reputation as a significant concept (Ritchie, Burns, and Palmer 2005, p. 19)Veloutsou and Moutinho, 2009). The company's profitability and success rely on positive reputation. Reputation shows how a brand’s characteristics are generally perceived. Comment by Grammarly: Deleted:ies

Brand reputation refers to how a brand is viewed by the people (Jain, 2010). Esmaeilpour, Sayadi, and Mirzaei (2017, p. 10) defined brand reputation baseding on how the customers are satisfied withabout a company’s products or services and how the audiences evaluate it. Positive statusreputation is needed to attract prospective customers since . Iit is difficult for a brand with a negative reputation to attain market signals and set goals. On the other hand, the consumers see a namebrand as a personality or celebrity while the managers are passionate about maintaining the brand. Veloutsou and Moutinho (2009, p. 315) therefore, defined brand reputation as to how the customer perceives services quality related to the name of a brand. Comment by Grammarly: Deleted:wi Comment by Grammarly: Deleted:h

Brand reputation is essentialimportant, especially during economic downturns as it leads to long-lasting success (Sakar, Balaji, and Krishnan 2015, p. 665). The release of bad news such as poor finance performance during a specifiedcertain period may not have an adverse impact on companies that are well-established and have a good reputation, thanks to . This is due to the loyalty and trust that the shareholders have towards the company (Esmaeilpour et al. , Sayadi and Mirzaei 2017, p. 11). Brand reputation also plays a role in hiring and influencing the customers to purchase the products. According to Kapferer, Bastien, and Dawsonera (2012, p. 216), brands can act as tools for the development and maintenance of a reputation in order to promote the company’s social status and attain set goals. BBrand reputation distinguishes a firmcompany from competitors. Reputation can, therefore, be utilized as an advantage over the competitors as it cannot be copied that, is regardingin terms of its intangibility and value. Comment by Grammarly: Deleted:dur

The non-alcoholic beverage industry consists of hot drinks and soft drinks. Hot beveragedrinks includeconsist of tea and coffee. Soft drinks have non-carbonated or carbonated water, a flavorflavour, and sweetener. Soft drinkdrinks includeconsist of juice, carbonates, ready-to-drink coffee and tea, bottled water, energy, and sports drinks (Marketline 2015). The industry is dominated by soft drinks. Soft drinks are the focus of this study since . This is because Coca-Cola Company which is the case study falls under this category.

Carbonated drinks lead the soft drinks market (see figure 1). . It formed more than a third of what was demanded by the consumers in 2016. Overall, the market share of carbonated drinks was 33.2%, followed by bottled water 23.8%, juices 17.7%, functional drinks 11.1%, Ready-to-drink tea, and coffee 10.7%, concentrates 3.0%, and others 0.5% (see diagram). The change in customer preference due to increased awareness of the effects of sugar-sweetened beverages is forcing the customers to consume green and healthy products (Mathur 2007, p. 27rketline 2015). The players in the beverage industry are also focusing on herbal products production to meet customers’ needs.

RegardingIn terms of geographic size, the Americas lead with 41%, followed by Europe 30.3%, Asia-Pacific 26.8%, Middle East and Africa 1.9%. The most significanlargest market for non-alcoholic beverages is the North America region. As this market is becoming saturated, it is forecasted that the Asia-Pacific region will soon be the leading market for soft drinks with China, India, and Singapore forming a more significantlarger share of the market (Marketline 2015). Hot weather, thirst, and a large population are anticipated to increase the consumption of soft drinks in the Asia-Pacific region (Bee and& Dalakas 2015, p. 409). The other countries on the watch list are Africa and South America. Comment by Grammarly: Deleted:s Comment by Grammarly: Deleted:c

With regards to distribution networks, hypermarkets, and supermarkets are leading and account for 55.1% of the total value (Albala 2015, p. 113Marketline 2015); . This is followed by on-trade 17.6%, independent retailers 10.8%, convenience stores 5.4%, and others.

Trade groups, for example, the American Beverage Association, support the soft drinks industry. These groups facilitate collaboration among members and represent their interests in regulatory and legislative agencies. (Albala 2015, p. 113). The other functions of trade associations are publishing industry news, lobbying, advertising, and offering funds for research (Jain 2010, p. 412).

The profits made from soft drinks were $626.1 billion in 2014, forming an average growth rate of 4.1% between 2010 and 2014. The Asia-Pacific and European markets grew at a rate of 7.1% and 2.3% respectively to attain $1,677 and $189.7 billion in 2014 (Bailey , 2014, p. 1). The consumption volume rose with a rate of 3.9% between 2010 and 2014, attaining 591.6 billion literslitres in 2014. The sizvolume is anticipated to increase to 719.1 billion literslitres by the close of 2019, forming a growth rate of 4% for 2014 to 2019. The profit in 2019 will be $766.1 billion, a good improvement compared to 2014. Jain (2010, p. 412)Marketline (2015) reported that the market wouldill increase at around 6% from 2017 to 2025. $1.60 trillion will be recorded by 2025 due to population growth, growincreasing disposable income, and changing lifestyle.

As explained in the industry size section, carbonated drinks hold the largest market share of soft drinks. However, the sales realized from carbonated drinks have been declining drastically, especially in developed markets. Sales It declined by 3% in 2013, 1.2% in 2012, and 1% in 2011 (Marketline 2015). The decline is attributed to the rising rates of consumers who are becoming more health conscious.

Sugar-sweetened beverages such as sports drinks, sodas, fruit drinks, and sweetened teas were widely consumed in the past. Due to high sugar levels, sugary drinkbeverages have been accused of posing health problems to humans. The drinks have been associated with the rising rates of obesity and type II diabetes.s (Marketline 2015). The government has acted by heavily taxing such beveragedrinks because the drinksthey a are risky to human health. As a result, the industry has diversified its product portfolio to include beveragedrinks such as ready-to-drink tea, energy drink, and bottled water to capture the health-conscious consumers' attention (Trehan and& Trehan 2011, p. 212). The issue concerning obesity will lower the demand for carbonated drinks and influence functional beverage and bottled water growth (De Roeck, Maon, and & Lejuene 2013, p. 139).

The United States is a country whose soft drinks consumption rate has really gone down, with the consumers shifting toward beverages that are healthier (Marketline 2015). Contrastingly, the efficientective distribution networks and rising incomes in Brazil and India have resulted in sustained growth in these nations, a reflection that developing markets will be the market forof soft drinks in the future.

The non-alcoholic market is competitive with Coca-Cola and PepsiCo as the dominants and collectively controlling 70% of the U.S. carbonated soft drinks. Dr. Pepper, Mondelez, Cott Corporation, National Beverage, and Monster Beverage are the other major players in the soft drinks market (Albala 2015, p. 119). Several international markets are further dominated by PepsiCo and Coca-ColaCola but feature other companies such as Nestle, Groupe Danone, Kraft, Unilever, and Suntory Holdings Limited (Prange 2016, p. 310). According to McCollough and Shook (2017, p. 191)In accordance with Market Line (2015), Coca-Cola is the leader of soft drinks and holds a market share of 25.3%, followed by PepsiCo 11.7%, Nestle 6.6%, Groupe Danone 5.3%, and others 51.1%.

The study utilizes two tools namely the SWOT analysis and Michael Porter’s five forces to analyse the present situation at Coca-Cola. Below is an elucidation of these two devices, their definitions, benefits, criticisms, as well as limitations.

2.6.1 SWOT analysis

SWOT analysis is a tool that can be used to understand a company’s internal and external environment. The strengths and weaknesses are used to assess the internal environment while the opportunities and threats are used to evaluate the external situation (Desbordes and Richelieu 2012, p. 19). It is after identifying these elements that a company can acknowledge how to address issues. For instance, the strengths are often used to neutralize the weaknesses while the threats are neutralized by maximizing the opportunities. The tool thus guides a company when outlining the internal and external forces.

According to Nganga (2014, p. 22), SWOT is among the tools that is often used to analyse strategies, and organization planning among other evaluation studies. It is widely used because it is simple to apply. The mechanism is also flexible. Different organizations including both public and private sectors are users of the device, hence viewed as the most popular tool. The method seems to work well in the production of co-operative strategies and action plans. Moreover, it is usually used to make final analyses. One characteristic that makes the tool to be dominant for research is that it assumes bottom-up approach when collecting data; subsequently contributing to its use by several researchers due to the passion for qualitative research over the last few years.

SWOT tool further stimulates reflections and discussion on how to improve the company. It also helps an institution to understand how it can position itself strategically to become successful (Puravankara 2007, p. 1). It also assists in classifying the problems and observations in a way that is meaningful and useful. SWOT analysis eases the formulation of objectives and strategies. The strengths, weaknesses, opportunities, and threats can be considered when formulating the objectives. The company develops the strategies after finding out what the goals are. To be precise, the tool assists in understanding the company better and addressing the problems.

2.6.1.1 Criticisms and limitations

Despite its advantages, the SWOT tool has been blamed for misuse by the users. A research study of twenty manufacturing companies in the United Kingdom confirmed that it was common for similar points to represent the SWOT elements; meaning the author fails to explain any contradictions made between the opportunities and threats and the strengths and weaknesses (Ferrell and Hartline 2013, p. 33). Notably, there is a tendency to view opportunities as strategies, which leads to a limited analysis of the environmental trends. Also, the students tend to concentrate on the strengths when assessing the chance instead of scanning the external environment. Furthermore, the tool does not help to make predictions. Also, it does not indicate how to gain competitive advantage. Its vital stronghold is in the provision of a systematic framework to start discussions among the managers who are reasoning out the opportunities and challenges facing the company.

2.6.2 Five Forces

The five forces is a tool that is used to analyse the competitive environment. It was introduced by Michael Porter in 1970. It holds that competition stiffness in an industry relies on the five forces namely new entrants’ threat, buyers bargaining power, suppliers bargaining power, substitute products and services threat, and intensity of industry rivalry (Ryall 2013, p. 81). Each force has an impact on the ability of a company to compete in a certain market. If each force is strong then, it limits well-known company’s ability to increase prices and realize more profits. These forces when combined establish the profit potentiality for a particular industry. The framework paves the way for understanding the competitive effects. It is a powerful tool for strategic design and industry analysis. In overall, the five forces are of importance when assessing how attractive a specific industry. It is after the assessment that a company decides whether to exit an industry or not. It also explains why the resources should be reduced or increased. It is essential when examining how to improve the competitive position concerning each force (The Coca-Cola Company 2016, p. 1). For instance, the managers can utilize the knowledge offered by the model to form high entry barriers that de-motivate new entrants.

The new entrants’ threat means the likelihood that the established firm’s profits may be swallowed by new entrants. The threat degree relies on the barrier to entry and how the existing competitors respond. Entry threat is low if the barriers are high (The Coca-Cola Company 2016, p. 2). The sources of barriers to entry are economies of scale, product differentiation, capital requirements, switching costs, access to distribution channels, and cost advantages such as subsidies. The buyers are a threat by negotiating for the reduction of prices or bargain for quality products. A buyer can have bargaining power in several circumstances. For example, if the person orders in large volumes, if the products purchased are undifferentiated hence the possibility to switch from one vendor to another, and if the buyer switching costs are low. Also, when the profits earned are low, buyers show a threat of backward integration, and if the product sold by the industry is insignificant to the buyer’s products quality.

The suppliers bargaining power is high if prices of raw materials increase, or there are changes in supply terms or reduction in goods quality. The supplier’s potential is high if the supplier sells to fragmented industries, if the industry is an insignificant customer of the supplier, and if the product supplied is a significant input to the business. Also, if the supplier’s products are differentiated, and if the supplier group shows a forward-integration threat (The Coca-Cola Company 2016, p. 1). The firms operating in a specific industry rival with other industries which produce substitute products or services. The substitute limits a company's returns. With regards to the industry rivalry, the firms adopt specific tactics such as advertising wars, price competition, increased customer service, and introducing products. Intense rivalry is due to slow industry growth, equally-balanced or many competitors, high fixed costs, high exit barriers, no differentiation, and if capacity has to be increased.

2.6.2.1 Criticisms and limitations

The model suffers from criticisms. The sources must be valid, viable, and reliable to carry out any analysis that is relevant. The quantity of clear information needed is high, however; it is difficult in some instances to collect the data on competitors. Also, the forces are based on assumptions. The first assumption is that industry is made up of different sellers, buyers, competitors, and substitutes. The second assumption is that wealth belongs to the players who can form barriers against the competitors and entrants. The third assumption is that uncertainty is low hence, the ability to predict the behavior of participants accurately and select a strategy. Even though each assumption is correct when taken individually, the probability of these assumptions being wrong when combined is high. In sum, the premises are invalid. As a result, the analysis will not be strong enough for the firms to plan and react to competition (Ireland, Hoskisson, and Hitt 2008, p. 34). The other limitation is that the framework is irrelevant in a changing environment. Some of the factors that underpin the model is that the market structure is ‘exogenous.’ The relevant factors that the five forces ignored are path dependencies, technology opportunities, switching costs, regulation, supporting institutions, learning, among others. Lee, Yao, Mizerski, and Lambert (2015, p. 41) reported that the five forces were developed in the ancient civilizations, different from the current climate. On the other hand, Kottler and Armstrong 2017 (p. 104) stated that the model is narrow and exhibits a zero-sum scenario. It does not take into consideration the advantages of forming a meaningful, successful partnership with the customers and suppliers. The model further assumes that industry is clear and recognizable. As the complexity related to the definition of industry increases, the ability to form definite conclusions reduces. The mode also assumes that the industry factors and not the resources of a firm determine the profits of a corporation.

2.6 Situational analysis

SWOT analysis and Michael Porter’s five forces will be used to analyze the situation.

SWOT analysis

SWOT analysis is a tool that can be used to understand a company’s internal and external environment. The strengths and weaknesses are used to assess the internal environment while the opportunities and threats are used to assess the external environment (Dess, Lumpkin, Eisner and McNamara 2014, pp. 40-41). It is after identifying these elements that a company can acknowledge how to address issues. For instance, the strengths are often used to neutralize the weaknesses while the threats are neutralized by maximizing the opportunities. This shows that the tool guides a company when outlining the internal and external forces facing a company.

SWOT tool further stimulates reflections and discussion on how to improve the company. It also helps a company to understand how it can position itself strategically to become successful (Dess et al. 2014, pp. 41-42). It also assists in classifying the problems and observations in a way that is meaningful and useful.

SWOT analysis eases the formulation of objectives and strategies (Hitt, Ireland and Hoskisson 2016, p. 382). The strengths, weaknesses, opportunities, and threats can be considered when formulating the objectives. The company develops the strategies after finding out what the objectives are. To be precise, the tool assists to understand the company better and address the problems. However, the tool does not help to make predictions. In addition, it does not indicate how to gain competitive advantage (Dess et al. 2014, pp. 41-42). Its key stronghold is in the provision of a systematic framework to start discussions among the managers who are reasoning out the opportunities and challenges facing the company.

Five forces

Michael Porter's forces are classified into five sections. These are new entrants’ threat, buyers bargaining power, suppliers bargaining power, substitute products and services threat, and intensity of industry rivalry (Ryall 2013, p. 81). It is a tool that is implemented when analyzing the environment. Each force has an impact on the ability of a company to compete in a certain market. These forces when combined establish the profit potentiality for a certain industry. The five forces are of importance when assessing how attractive a certain industry. It is after the assessment that a company decides whether to exit an industry or not. It also explains why the resources should be reduced or increased. It is essential when examining how to improve the competitive position with respect to each force (Dess et al. 2014, pp. 48-49). For instance, the managers can utilize the knowledge offered by the model to form high entry barriers that de-motivate new entrants. However, the five forces have set backs. They were developed a long time ago in an environment that is different from the current environment (Kottler and Armstrong 2017, p. 104).

The new entrants’ threat means the likelihood that the established firm’s profits may be swallowed by new entrants. The threat degree relies on the barrier to entry and how the existing competitors respond. Entry threat is low if the barriers are high (Dess et al. 2014, pp. 50-51). The sources of barriers to entry are economies of scale, product differentiation, capital requirements, switching costs, access to distribution channels, and cost advantages such as subsidies.

The buyers are a threat if they are able to negotiate for the reduction of prices or bargain for quality products. A buyer can have a bargaining power if the person orders in large volumes, if the products purchased are undifferentiated hence the possibility to switch from one vendor to another, if the buyer switching costs are low, the profits earned are low, buyers show a threat of backward integration, and if the product sold by the industry is insignificant to the buyer’s products quality (Dess et al. 2014, pp. 51-52).

The suppliers bargaining power is high if they can increase the prices of raw materials, change supply terms or reduce goods quality. The supplier’s power is high if the supplier sells to fragmented industries, if the industry is an insignificant customer of the supplier, if the product supplied is a significant input to the business, if the supplier’s products are differentiated, and if the supplier group shows a forward-integration threat (Dess et al. 2014, pp. 52-53).

The firms operating in a certain industry rival with other industries which produce substitute products or services (Dess et al. 2014, p. 53). The substitute limits a company's returns.

In relation to industry rivalry, the firms adopt specific tactics such as advertising wars, price competition, increased customer service, and introducing products (Dess et al. 2014, p. 54). Intense rivalry is due to slow industry growth, equally-balanced or many competitors, high fixed costs, high exit barriers, no differentiation, and if capacity has to be increased.

Companies fail because of using ineffective marketing strategies. The present is research paper will, therefore, analyzeanalyse how enterprisecompanies effectively adopt sports marketing strategies to promote their products and brands, with Coca-Cola being the primarymain focus of the study. Interpretivism approach will be used to answer this question. Interpretivism provides a vivid and accurate interpretation of the practicaleffective adaption of sports marketing strategy using the data collected. In the second part, the research will examine how effective these policstrategies are aboutin relation to business promotion, improvement of market share and profit, safeguarding reputation, and courting the right types of clients. Quantitative and qualitative research techniques will be used to analyzeanalyse the data. The dDescriptive research will be used to analyzeanalyse quantitative data. Descriptive analysisresearch provides a rich description of and explanations of the data. Moreover, this research method does not require the carrying out of an experiment. Descriptive research portrays a picture about the conditions with regards to the survey time. AlsoIn addition, it lays the foundation for other follow-up studies. Content analysis techniques will be used to analyzeanalyse qualitative data. Comment by Grammarly: Deleted:D

2.8 Chapter Summary

A literature review is often conducted to investigate what other researchers have gathered regarding the study topic. The concept helps to avoid information replication and also ensures that the researcher acknowledges the works of authors about the materials used. In this chapter, therefore, the researcher presents the result of a literature review that was conducted. A review of the available literature was undertaken to establish the theoretical underpinnings of this study including what other researchers have found.

The methodology is sectionchapter covers the research methods that were will be used in the study topic. The methods aremethods will broadly be discussed under research philosophy, research approach, research design, and methods of data collection. Data validity and reliability including research ethics arewill also be covered.

When conducting a research study, the first thing to always consider is the research philosophy that that particular study shall embrace. Cialdini (2009, p. 409) defines a research philosophy as the strong conviction that consumes researchers and guides them in choosing the most appropriate way with which to carry out a study, and which types of data to collect and analyse. Primary data collection or analysis cannot be conducted without deciding upon the most ideal research philosophy to incorporate within a given study. The reason for this is because the research philosophy is the core determinant of the type of data to be gathered as well as the type of research approach, strategy, and research design to be embraced altogether (Derfus, Maggitti, Grimm, and Smith 2008, p. 70). Once a researcher settles for a particular research philosophy, these other aspects follow. There are two major categories of research philosophies namely: interpretivism and positivism (Batra, Myers, and Aaker 2009, p. 112).

Positivism, according to Shimp (2008, p. 268), refers to the belief that any rational assertion should be proved to be true only through a scientific, statistical test (epistemology). Positivism holds that factual knowledge is only true when observed, tested, and statistically measured.

Conversely, interpretivism holds that man constructs knowledge through experience (Given 2008, p. 32). The approach opposes the claim that knowledge or reality exists independently of human beings; hence, interpretivism assumes that knowledge can only be created through the subjective world view (ontology) and obtained through abstract/ narrative means (epistemology). These abstract means include human perception, attitude, reviews, feedback, opinion polls, interview responses, faith, customs, religion, political beliefs, ethics, and logics (Batra et al. 2009, p. 113). According to Crowther and Lancaster (2017, p. 16), interpretivism constructs knowledge or insights from main themes, implications, or key insinuations prevalent in these sources. For example, if the interview responses of five people seem to suggest that private school education is of high value but extremely expensive, then the interpretivism philosophy will conclude that private school education is indeed exorbitant and costs should be subsidized.

The current thesis will embrace the interpretivism research philosophy in order to provide a vivid and accurate interpretation of the effective adaptation of sports marketing strategy using the data collected. Interpretivism is also the most ideal method to attain more insight and intuition about this topic and gain subjective information about it from the human respondents. As Rubin and Babbie (2010, p. 39) explains, subjective knowledge is considered as having more content and enlightenment; and that if you really want to learn about a certain issue, the most insightful way to go about it is talk to people and get their different versions and understandings about that issue. Interpretivism involves social intervention and the illumination of material by social factors such as human beings (Shimp 2008, p. 270). Interpretivism allows people to come together and interact, share their thoughts and ideas regarding a certain topic, point out the challenges, and devise viable solutions for these challenges. Positivism, on the other hand, do not have this platform of gathering people around and letting them discuss a given topic and come up with feasible solutions; hence providing less information (Batra et al. 2009, p. 114).The purpose of a research philosophy is to express a belief about how data should be gathered, analyzed as well as used. In a scientific research study such as the study topic, the primary goal is to transform things that are believed into what is known (Cialdini 2009, p. 409). This integrated case study will be based on interpretivism research philosophy. In the interpretivism approach, it is argued that the reality can be clearly understood only through subjective interpretation and intervention of facts and data (Derfus et al. 2008, p. 70). This research philosophy will be adopted in the case study in order to provide a vivid and accurate interpretation of the effective adaptation of sports marketing strategy using the data collected. The users of interpretivism research method hold that as the behavior of people is triggered by the meanings and interpretations given to social conditions, the main activity of the researcher is to understand the meanings and interpretations, including how the people view and understand the surrounding world (Batra, Myers and Aaker 2009, p. 112). Rather than gathering statistics information, the interpretivists believe that there is a requirement to discuss and get involved with the people to gain an insight into how these people view and understand the world. The methods mostly used by interpretivists relate to qualitative data collection (Shimp 2008, p. 268). This comprises of words that provide thorough description and insight into people attitudes, feelings, and values, and the interpretations and meanings they grant to events. The interpretivists approach may use either the primary methods of data collection such as interviews and observation or use secondary data. This method further argues that one can best learn about people by being subjective and flexible (Rubin and Babbie 2010, p. 37).

Graue (2015, p. 5) reported that research philosophy is made up of epistemology and ontology. Ontology triggers research objective and research questions selection. Moreover, it triggers how the research is carried out. The researcher’s ontology and epistemology form the foundation of the research philosophy.

The study used an inductive (qualitative) versus deductive or quantitative methods for data analysis. In an inductive method, the researcher gathers, analyses, and interprets the data in a manner which may result in general notions for example, theory. The majority of qualitative research methodologies are regarded as inductive due to the reasoning that results transferability across various contexts is not easy to attain when the focus of the research is people study. The deductive method shifts from general to specific (Given 2008, p. 25). The method is illustrated by natural sciences which apply theory to a specific case to test theory. The researcher either revises or supports the theory focusing on the obtained results.

The study will pass through different stages before the final submission to the university for assessment. The research approach considered the period during which the final case study must be submitted. The research approach will consist of 10 steps illustrated in the figure below.

As indicated in figure 4 above, the actual research was started in July 2017 and is expected to end in February 2018.

The research design shows the framework for the data collection and analysis and consists of cross-sectional, experimental design, longitudinal design, comparative, and case study design (Fletcher and Crawford 2015, p. 155). The research will be designed to use both qualitative and quantitative research techniques to analyzeanalyse the data. Descriptive analysis will be significantly employedemployed greatly to analyzeanalyse quantitative data. Descriptive studyanalysis is proposed because it provides rich descriptions and explanations of the data thereby efficientectively demonstrating the chronological flow of events. Descriptive research further entails finding facts and interpreting them. DiscoverFinding facts involve gathering the data (Mathur 2007, p. 489). The analysisresearch also reflects the gathered facts to the assumptions and objectives of the study topic. The data collected by is analyzedanalysed using simple methods such as standard deviation, correlation coefficients, or central tendency. The statistics must be discussed and interpreted. Content analysis techniques will also be used to analyzeanalyse qualitative data. Content analysis helps to organize and find meaning from the gathered data and to make conclusions (Al Marzooqi 2015, p. 119-120). The researcher must decide whether the analysis should be of a broaddeep structure or largebroad surface. Given (2008, p. 542) defined content analysis as an intellectual way of classifying qualitative data into groups of similar units or categories, to find outinvestigate the relationships and patterns between the variables. The concept is also known as latent analysis which. It enables to reduce the data and obtain meaning (Whyte & Lohmann 2015, p. 146). The analysis It is commonly used to analyzeanalyse extensivebroad text data, including recorded observations, interview transcripts, speeches, narratives, open-ended questionnaire answers, media, and postings to listservs. Content analysis is interpretive and it entails reading the text carefullosely in qualitative research (Harrell 2010, p. 1). The qualitative researchers that use this method know that the versiontext is prone to subjective interpretation, and that it, reflects several meanings, and depends on the context. Ang (2014, p. 204) described content analysis as a technique for making strongvalid and replicable interferences from data to their meaningcontext. Content analysisIt may also mean the objective, quantitative, systematic reviewanalysis of message features, and, is. It is, therefore, an observation method which is used to evaluate the symbolic and actual content of all kinds of recorded communication systematicallysystematically the symbolic and actual content of all kinds of recorded communication. Content analysis is appropriate or reducing data. It is a systematic and repeatable method for compressing several words into few content classifications focused on coding rules. The method It is also transparent because the coding scheme and the applied sampling can be unearthed (Graue 2015, p. 11). It also quite . In addition, it is flexible as it can be applied to various unstructured information. TThe first and last research questions (‘Eeffective adaptation of sports marketing strategies by companies to promote their products or brand’ and ‘Tthe use of sports marketing strategies to improve brand reputation, market share, and consumer expectations’) will employ quantitative techniques. The while qualitative techniques will, however, be appliemployed toon the other questions (mode of sports marketing and available kinds of marketing tools). Various marketing tools and strategies such as the product life cycle and Boston Consulting Group matrix will be used in the final project.

The method provides the particular techniques and approaches that will be used to conduct the study. The research is proposed to use a case study methodology based on qualitative survey techniques. Theis methodology was chosen because it would ensure that the evidence obtained provide answers to the research questions in the most unambiguous manner possible (Singh 2007, p. 89). Furthermore, this methodology was chosen because of its ability to provide an insightful empirical analysis of a single unit (Tyler and& Cobbs 2015, p. 230). The technique Also,also it has a highgreater capacability to offerprovide insightful details about human emotions and behaviors, which are very crucial in this research study because it relates to the effectiveness of sports marketing strategy (Lee et al. , Yao, Mizerski & Lambert 2015, p. 449). Comment by Grammarly: Deleted:u

Case study refers to an empirical inquiry that profounddeeply examines a modern issue that is, “case “and within its context in the real world, mainparticularly when the boundaries between the backgroundcontext and the pointissue may not be evident (Rich 2014, p. p. 126-128). A case study has three characteristics. First, the studyit revolves around situations that are technically distinctive. Second, multiple information resourcesthere are multiple information resources that merge by triangulation (Gog 2015, p. 35). Third, the case study can guide the data collecting and analysis for forming theoretical propositions (Havard 2014, p. 244). Strategic analysis methods such Porter’s five forces and value chain are allowed when using the case study approach.

The case study that will be adopted for this study is the Coca-Cola Company. The study will rely only on the use of secondary data. This is second-hand information because someone else other than the researcher collected it. All the secondary data to be used in the analysis will be collected from different sources such as books, journals, case studies as well as marketing event reports, besides essays written by students such as projects, theses, and dissertations. Data will be collected about demographic information such as age, sex, gender, educational background, religion, as well as specific information relating to sports marketing strategy and its effectiveness. To answer the research question on the effective adaptation of sports marketing strategies, the data collected from Coca-Cola's leading brands namely Diet Coke, Sprite, Fanta, and Coke Zero will be used. Comment by Grammarly: Deleted:an Comment by Grammarly: Deleted:c

The target market of Coca-colaCoca-Cola is undifferentiated. The company targets any age and . It seems to place a more emphasis on the young generation. The company also aimtargets at both males and females with various drinks (Leivenberg 2013, p. 1). People of all income groups are targeted by the company, which . It packages its drinks in small, medium, and large bottles so that it is affordable to everybody.

The secondary method of data collection was chosen because it is time and cost efficientective. In essence, the methodit will enable the researcher to spend little time and cost of data collection. Another reason is that secondary data is readeasily available from the sources mentioned above and are not charged. Furthermore, secondary data are usually extensive and covers a wide range of issues (Tignor 2011, p. 101). However, the most significangreatest disadvantage of this method is that the data collected may not be specific to the research objectives. Comment by Grammarly: Deleted:n

Secondary sources (books, journals, case studies, marketing event reports, and essays) will be sampled to provide the needed data. The principles of stratified random sampling technique will be used in the selection of the sample and sample size. Theis strategy involves dividing the sources into small groups based on shared attributes. The sample size will be distributed as indicated in Table 1 below. Comment by Grammarly: Deleted:by

Table 1 above shows the distribution of sample size from various secondary sources to be used. Large samples will be drawn from books and journals due to their reliability. The results obtained from the sample can be generalized to the entire population (Ireland, Hoskisson, and & Hitt , 2008, p. 54).

The main concern of reliability is to ensure that the research produces consistent results when the study is repeated severally. An agreement among at least two observers is important in order to establish reliability (Havard, Gray, Gould, Sharp, and Schaffer et al. 2013b, p. 47). AlsoIn addition, confirmation checks by at least one observer areis important to establish reliability in the qualitative studies (Havard, Wann, and & Ryan 2013a, p. 225). Several researchers depend on cross-checking. Some qualitative researchers compute interrater reliability (Havard and& Reams 2016, p. 129). The majority, however, do not perform the process. Rather, the qualitative researchers use different observers to confirm the interpretations and assist them to question varying observations, with an objective of attaining continuity and depend onf observations across different time periods and settings (Thyer 2010, p. 356). The data should be a verifiable, consistent, and accurate measure of a phenomenon (Hill 2010, p. 154). In a bid to To guarantee the reliability of the study, measurable research objectives were used.

Validity is concerned with the meaningfulness and accuracy of the inferences arising from data analysis. Validity as a data quality dimension is essential. If a research instrument or method fails to measure or describe what it ought to then, it is meaningless and misleading (Crowther and Lancaster 2017, p. 80). Validity can assume several forms. In qualitative data, for example, validity might be examined via depth, honesty, richness and data scope attained, the participants approached, the degree of triangulation, and the researcher's objectivity (Percy 2012, p. 136). In quantitative data, validity might be improved via accuratecareful sampling, proper instrumentation, and proper statistical data treatments . It is not possible to attain validity one hundred percent (Pradhan and Pradhan 2009, p. 88). Quantitative research processes a standard error measure that is inbuilt and which has to be recognized. In qualitative data, the respondents' subjectivity, attitudes, perspectives, and opinions lead to biases to some extent (Cohen, Manion, and Morrison 2013, p. 179 -180). Validity should be viewed as an issue of degree instead of as an absolute state. To enhance validity, statistical tests will be conducted at a higher degree of confidence (alpha), preferably 2.5%. (Watzlawik and Born 2007, p. 45). Comment by Grammarly: Deleted:s Comment by Grammarly: Deleted:n Comment by Grammarly: Deleted:s

Ethical considerations comprise of the codes of conduct, decency, and integrity that a researcher is compelled to abide to when carrying out a research study (Crow and Wiles 2008, p. 1). Carrying out research ethics is imperative to integrate ethical measures during the course of a research survey as this helps the researcher ensure that the study is conducted in an honest and transparent manner to achieve credible and reliable results. Of interest in application of ethical considerations is the presentation of truthful information, validity of research methodologies, usage of well-founded sources, and protection of human participants from all sorts of harm be it physical, mental, emotional, political, legal, religious, racial, or social (Pride 2011, p. 394). Our current study starts by ensuring that the secondary data documented in the literature review section is accurate and sound as the data is sourced from well-founded sources including peer-reviewed journals, books, statutory statistical reports, and fertility rates data compiled by authoritative national bodies in China. The study similarly takes into great account the ethical considerations required when collecting information from human subjects. Kilduff (2014, p. 984) claims that it is very prudent to consider ethical measures when dealing with human participants in terms of ensuring that their safety and dignity is not put in jeopardy neither is their privacy compromised with.

The study will be conducted in a manner that meets all ethical considerations. Measures and actions will be taken to protect the right, integrity, and identity of every research participant. Confidentiality, anonymity, and informed consent will also be guaranteed (Watzlawik and Born 2007, p. 106). The purpose of confidentiality and anonymity is to provide assurance that the data provided by the participant cannot be traced back to them in presentations or reports. Pseudonyms are normally used to conserve anonymity and confidentiality (Crow and Wiles 2008). Confidentiality is an assurance that the identity of the participant will only be known by the researcher. It is significant to maintain confidentiality, especially when the information presented by the participant will make the individual feel embarrassed if the identity is disclosed to the public (Pride 2011, p. 394). Anonymity is that the participant’s identity is not known by the researcher. This element is appropriate for observation research studies. The researchers observe the people in relation to a topic without knowing their names (Kilduff 2014, p. 984). It is also applicable to surveys as the participants as the surveys do not ask the people to sign their names. Informed consent process consists of the information which the individual is being asked to take part in a research project; a plan statement of the research objective, researcher identity, sponsor identity, expected duration and participation nature, research procedures descriptions, and explain the participants’ responsibilities; a plain description of the logical foreseeable benefits and risks that may occur from the participation; a guarantee that the participants’ are not forced to take part in the research and can freely withdraw at any time without biasness, will be provided with information that are relevant to the decision to withdraw or continue in a timely way, participants right to the request the withdrawal of their data, information with respect to the likelihood of research findings commercialization and the existence of potential or real conflicts of interest on the researcher’s part, the research sponsors or their institutions, the measures to be taken for research results dissemination and if the indirect or direct method will be used to identify the participant; an information indication which will be collected about the participants and for what purposes; an revelation of who will access the information collected, a description showing how confidentiality will be kept, a description of expected data uses, and information showing who may have an obligation to disclose the collected information and to whom the disclosures could be made, information about any payments inclusive of the incentives for the participants, compensation for injury, and reimbursement for participation-related expenses (Kilduff, Elfenbein and Staw 2010, p. 960). Informed consent must be obtained after providing the participant with needed information, has been given adequatehumble time to go through the informed consent document, and when all the questions asked by the participant have been answered (Kumar 2010, p. 216). Privacy concerningwith respect to the participant is significant. Research ethics. also The environment should not be overruled by coercion and undue influence. ensures that the environment is not be overruled by coercion and undue influence. The researcher maintained honesty when compiling the report. Moreover, the sources used were also acknowledged by listing the authors in the reference sections and as in-text citations.

The research philosophy that will be used to analyzeanalyse how sports marketing strategies have been adapted efficientlyeffectively adapted to promote products or brands with coca-colaCoca-Cola being the case study is the interpretive approach. Theis approach was selected because the reality can be understood only through subjective interpretation and intervention of facts and data. Theis research philosophy will provide a vivid and accurate descripinterpretation of the probableeffective adaptation of sports marketing strategy using the data collected. After selecting the research philosophy, the researcher proceeded on to design the research approach. With regards to this study topic, the research approach will consists of ten steps. These are a collation of ideas and issuetopics, case study proposal writing, proposal presentation, review and amendment, pilot study, literature review, research planning, data collection, data analysis, and research presentation respectively. Next, the research design. The research design shows the framework for data collection and analysis. In this research, qualitative and quantitative research techniques will be used to analyzeanalyse the data. The qQuantitative studyresearch is based on the numbers, researcher’s opinion, researcher’s distance, theory testing, is static, structured, generalization, hard and reliable data, macro, behaviorbehaviour and artificial settings. Qualitative research is based on words, participants opinion, how close the researcher is, theory emergent, process, unstructured, understanding the context, rich and in-depthdeep data, micro, meaning, and natural settings. Notably, quantitative research is structured by researcher’s concerns while qualitative research is structured by the interestconcerns of those who are the research subject. As the researcher’s involvement is more substantiallarger when carrying out qualitative research, the person can better comprehend the opinion of the study subject. When carrying out quantitative analysisresearch, the research might not directly meet with the research participants. The methods that can be used are questionnaires sent through mail or utilize hired interviewers. Qualitative data analysis is a description and classification process including interconnecting issues with the concepts of the researcher. The issues must first be described briefly. The researchers must be able to interpret and explain the data; thus a conceptual framework must be created and the data classified. Thereafter, the concepts can be built and interconnections’ made (Graue 2015, p.p. 5-10). Descriptive techniques will be employed to analyzeanalyse quantitative data while content techniques will also be used to analyzeanalyse qualitative data. A case study approach with Coca-Cola as the case study will be used. Theis approach ensures that the evidence obtained clearly provide answers to the research questions, in addition to . It also providinges an insightful empirical analysis of a single unit. Additionally, a case study approach can provide insightful details about human emotions and behaviours, which are crucial in this research study because it relates to the effectiveness of sports marketing strategy. A case study has three characteristics: the case study It revolves around situations that are technically distinctive, acknowledges the presence of multiple information resources that merge by triangulation, and guides data collecting and analysis for forming theoretical propositions. Secondary data will, however, be relied on as the data collection method. Collection of secondary data This will involves collecting rawthe data from textbooks, journals, marketing reports, among others. The data will be ensured that is reliable by using measurable research objectives. Reliability ensures that the research produces consistent results when the study is repeated severally. On other hand, Validity will be improved by conducting the statistical tests at a higher degree of confidence (alpha), preferably 2.5%. Validity addresses the meaningfulness and accuracy of the inferences arising from data analysis. Confidentiality, anonymity, and informed consent will be guaranteed to comply with research ethics. In addition, the research will protect the identity, integrity, and rights of the research participant. Comment by Grammarly: Deleted:ist

Theis section presents the results of the study topic. The research questions were used to ensure that all the crucial aspects surrounding the problem statement are tackled. Porter’s five forces and SWOT analysis were used to analyzeanalyse the topic from a strategic point of view. Included are a solution to the management to improve the weak areas strategies selection for success, and a summary. Comment by Grammarly: Deleted:on

SWOT analysis is a tool that can be used to understand a company's internal and external environment (see Table 2 for an illustration of The Company’s SWOT analysis). The Coca-Cola Company is a multinational corporation operating in the beverage sector. The company's strengths are the brand portfolio, geographic presence, and bottling and distribution functions. RegardingIn terms of the brand portfolio, coca cola offers at least five hundred brands under different classifications. Its brands' portfolio includes sparkling beverages such as spire, coca-colaCoca-Cola, Fanta, Diet Coke, Coca-colaCoca-Cola zero among others. The company It also offers sports drinks such as Aquarius. Other brand portfolios are juices and juice drink such as Simply and Minute maid; iced tea and coffee; water brands; and still beverages such as Fuze. It owns and markets the four of the leading non-alcoholic drinkbeverages globally namely Fanta, Sprite, Diet Coke, and Coca-Cola. Total sales volume sold daily equals to It sells around two billion beverages daily. The beverages owned by Coca-Cola are accountable for approximatelyround two billion of the fifty-nine billion beverages served daily in the world. It also produces and distributes other third-party brands. Moreover, the companyit is geographically spread over the Latin America, North America, south pacific, Africa, Europe, and Asia regions. Its capability with regards to bottling and distribution play a role in meeting the needs of the customer efficiently. The products are offered the customers in all corners of the world via a diversified network. The firmIt has bottling partners, manufacturing facilities, and distribution warehouses. (Market Line 2017, p. 4-5). The distributors, wholesalers, and retailers also help the company to reach the customers. Comment by Grammarly: Deleted:s Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:c

The main areas of concern are the decline in revenue and lawsuits. Lawsuits could lead to fines and penalties which would, in turn, increase the company's operating costs. In early this year, the Company was sued alongside the American Beverage Association of Praxis inc.Inc. Ffor marketing their beverages based on the notion that it improved people's energy thus, blamed for deceptive marketing. AlsoIn addition, both companies were accused of misleading the customers that the sugar-coated beverages were healthy despite its association with diabetes and obesity (Market Line 2017, p. 5-6). As a result, the companies violated the Federal Advertising Law. The company's revenue declined by around 6% in 2016 compared to 2015. Comment by Grammarly: Deleted:by Comment by Grammarly: Deleted:ing

The opportunities available for the company are acquisitions, focus on the Indian market, expansion of capacity, and growth in the consumption of soft drinks. Acquisitions promote the developmentexpansion of business functions. Some of the milestones made by the company are acquiring Coca-colaCoca-Cola Beverages Africa, Ades, Aloe Gloe, and Chi Ltd. New products launching would assist coca cola to cover a broadwide market and expand its presence including the product portfolio. Several new products were launched in India in 2016. The launch indicates Coca-colaCoca-Cola entry into the Indian market that is dominated by thirst-quenching drinks. AboutIn relation to consumption, there is a rising need for the soft drinks. The soft drinks were 709,050.3 million literslitres in 2015 and are anticipated to hit 748,040.2 million markets by the close of 2017. The markets also forecasted to grow at 3.4% in the next three years. The factors attributed to the growth are a growing population, rising purchasing power of the customers. New flavorsflavours introduction, and changing customer needs besides the use of natural sweeteners and colorscolours thus, attract the health-conscious customers. If coca-colaCoca-Cola continues to expand its bottling capacity, it will be able to its product demand. Early this year, International Beverages Limited, one of its divisions opened a bottling plant in Bangladesh at thea cost of sixty million dollars to produces the various drinks. In 2016, the company beganopened a new facility in Cambodia (Market Line 2017, p. 6-7). Malcolm 2016, p. 1); It also opened a new bottling plant In Palestine with National Beverage, its bottling partner; and is. It is also planning to erect a factoryplant in Kumming, China. Comment by Grammarly: Deleted:S Comment by Grammarly: Deleted:f

The threats are government regulations, stiff competition, health concerns, water issues, and foreign exchange risks. The company is challenged by stiff competition both locally and internationally (Wiggins and Rodgers 2010, p. 110which ). This could affect the company's margins (Wiggins and Rodgers 2010, p. 110). Disruption of the company’s margins This may force the company to offer low-priced products or increase promotion expenses, which enhancincrease its operational costs. The principalkey competitors are Dr. Pepper, Danone, Kraft Foods, Pepsi, ConAgra Foods, Nestle, Unilever, and National Beverage Corporation. Its products have also been related to health issues such as obesity. Several government units are planning to increase taxes on the sugar-coated beverages to minimize the consumption rate. Water scarcity is also an issue as water . Water is a scarce resource and it tends to decline daily due to climatic change. WaterIt is the primarymain raw material in Coca Cola's beverages. The company is further found in different countries and is, therefore, prone to foreign exchange rates fluctuation (Koc 2013, p. 29). Market Line 2017, p. 7-8). Coca-colaCoca-Cola has to comply with the strict government regulations. The company is regulated in the U.S. by the Food and Drug Administration (Bradley 2015). Others are the U.S. Department of Agriculture, the Federal Trade Act, workplace health, and Safety Laws, competition laws, among others. There are fines and penalties for violating any law. Comment by Grammarly: Deleted:f Comment by Grammarly: Deleted:ing Comment by Grammarly: Deleted:d Comment by Grammarly: Deleted:e Comment by Grammarly: Deleted:t of Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:d

Source: (Author)Market Line 2017, p. 5-6)

The players of non-alcoholic beverage are soft drinks manufacturers, buyers (retailers and distributors), key suppliers (producers of packaging, ingredients and other raw materials) (Yeshin 2016, p. 313). Marketline 2015). The five forces are the bargaining power of suppliers, bargaining power of buyers, new entrants, availability of product substitutes, and rivalry degree. (Yeshin 2016, p. 313).

The key players are the Coca-Cola and PepsiCo and offer two types of product. Part of their revenue emanates from finished products such as soft drinks that are ready to be drunk while the rest is from the concentrates and syrups which are sold to bottling companies. The bottlers are licensed to change the materials into soft drinks by adding carbonated water or still water, packaging them with the manufacturers branding, and distribute the ready-for-sale beveragedrinks to the buyers within a specificcertain sales territory (Marketline 2015). Thethe “fountain syrups” are sold to food service stores to make soda fountain. Although finished product sales are productive, bring higher revenue, the operating profit margin is higher for the concentrates business. Comment by Grammarly: Deleted:s

The buyers of the finished products are retailers and wholesalers. The consolidation degree in the food and beverage retail market differs from one country to another. Most marketers in Europe are congestedhighly concentrated, and large supermarkets such as Carrefour and Tesco dominate, and the buyer power becomes solidified. The dominating retailers are demanding better service and quick delivery. As a result, the soft drinks companies have to focus on efficiency, while allowing the buyers to participate in price fixation (Yeshin 2016, p. 315). Marketline 2015). Developing nations such as China feature fragmented food and beverage markets. Hence, the buyer power becomes weak. Comment by Grammarly: Deleted:in

The buyers of concentrates are bottling companies, for example, Europe's Coca-colaCoca-Cola Enterprises. The bottling companies depend on the concentrates and syrups for on operations (Steen and Ashurst 2006, p. 44Marketline 2015). Hence, the buyer power in this segment is weak.

The consumers in the market are influenced by the brand, and several players have tried to develop strong brands (Marketline 2015). Consequently, this will reduce the buyer power as buyers are forced to purchase specific products to meet their tastes and preferences; t. Generally, the buyer power is moderate.

A large proportion of the raw materials are from several suppliers, even though their prices may vary aboutwith regard to supply and demand from other product manufacturers. The market entry is easy, even though the strong brands and established networks of the market leaders may be hard for a new entrant to rival with. There are several potential substitutes, which bring a moderate indirect competition for soft drinks however the leading manufacturers produce alternativsubstitutes, limiting their effect (Steen and Ashurst 2006, p. 47)Marketline 2015). AlsoIn addition, the rivalry is fairmoderate, supported by the low switching costs for retailers as buyers.

The criticalkey inputs for soft drinks are flavorsflavours, fruit juice concentrate, various natural and artificial sweeteners, for example, corn syrup. Some of these items even though can be gotten from different sources are prone to price changes. Others such as Aspartame are offered by around two suppliers. However, substitutes are still there. For instance, if aspartame becomes costly, then the alternativsubstitute for it is saccharine (Marketline 2015). Water is the criticalkey input. And may pose a risk in countries where water scarcity is an issue. The packaging manufacturer’s power is rising as there is a rising demand for more consumer and eco-friendly packaging. TGenerally, the supplier power is moderate. Comment by Grammarly: Deleted:u

The dominants in this industry are coca-colaCoca-Cola and PepsiCo. The four leading players with a market share of 49% have essentialimportant power and merit from economies of scale, products varieties, and strong brands. AlsoIn addition, private labels influence the environment. A moderate but stable growth tends to motivate new entrants. The players in the soft drinks market can attempt to differentiate their products to some degree by emphasizing on health (juices) and taste (The Coca-Cola Company 2016, p. 2Marketline 2015). Even though it would be challenging for a new entrant to rival existing players have strong brands and market share, it is likely to attain a minimal success for the entrant emphases on nutrition benefits. Such trends have been witnessed recently with functional drinks popularity; however, several successful players have been acquired by critical companies.

Even if a new player chooses a business model such that a great part of the production process is carried out by bottling partners under license, the payer will have to invest in the manufacturing capacity to produce the concentrates. Such an investment will be capital intensive and can tighten market entry. Market niches can, however, be implemented by new entrants (Veloutsou and Moutinho 2009, p. 63). Some of these significant players have tried this by focusing on local tastes. Also, the changing consumer preferences trigger shift towards healthy drinks.

Government regulation has an impact on several soft drink manufacturing aspects. For instance, several states This has been witnessed recently with functional drinks popularity; however, several successful players have been acquired by key companies.

Even if a new player chooses a business model such that a great part of the production process is carried out by bottling partners under license, the payer will have to invest in the manufacturing capacity to produce the concentrates. This will be capital intensive and can tighten market entry. Market niches can, however, be implemented by new entrants (Marketline 2015). Some of these large players have tried this by focusing on local tastes. In addition, the changing consumer preferences trigger shift towards healthy drinks.

Government regulation has an impact on several soft drink manufacturing aspects. For instance, several nations require food and drinks to make under good hygiene. Certain ingredients may be prone to regulation. The rising obesity cases have resulted in nearly thirty states in the U.S., Mexico, among others (Trehan and Trehan 2011, p. 37Marketline 2015). To tax sugar drinks sales, which will probably likely reduce several soft drinks products consummation. Rising regulation tends to de-motivate newcomers. TGenerally, the probability of new entrants is moderate.

The substitutes for soft drinks consist of tap water, non-ready-to-drink hot beveragedrinks, and alcoholic beverages. In nations where tap water is unsafe to drink, tap water may be a threat to some extent to the soft drinks (Tech Target 2018, p. 1Marketline 2015). The leading players have product varieties, which minimize the dangerthreat caused by the substitutes. TGenerally, the threat of substitutes is moderate. Comment by Grammarly: Deleted:d Comment by Grammarly: Deleted:fr Comment by Grammarly: Deleted:m

The players in the soft drinks market are almost similar: several primaribasically operate in the drink and food industry; thus promoting . This promotes rivalry and implying ies that market changes probably similarly affect the companiesaffect the companies in a similar manner. The switching costs are low: the buyers can switch from player to players without costs; hence . This increasinges rivalry. The exit ease relies to a certain degree on the company's business model. A company that manufactures ready-for consumption soft drinks in an integrated process will require assets disposal, for example, a uniquespecial equipment to exit the market. Alternatively, a company of a similar size which functions together with a bottling partner’s network will likelyprobably have few assets, and exit is thus, easy (Marketline 2015). The moderate market growth rate minimizes rivalry intensity. TGenerally, the rivalry degree in this market is reasonablmoderate. Comment by Grammarly: Deleted:, Comment by Grammarly: Deleted:to

The bottled water has increased in volumes from 2010 due to the shift to health-conscious drinks shift such as bottled water in North America (Puravankara 2007, p. 1Marketline 2015). Rising incomes and urbanization in Asia-Pacific more consumers are purchasing bottled water. The table below shows strategic analysis of Coca-Cola Company using the five forces.

Table 3: Coca-Cola Company Strategic Analysis (Source: Author)

The study intendede purpose of this research was to investigate analyze the practicaleffective adaptation of sports marketing strategies to promote brands or products, with Coca-Cola Company as the case study. To address this question, the researcher developed five research questions to answer it clearly. The first research question was how Coca-Cola hashas Coca-Cola adapted sports marketing strategies to promote their products or brand.? The leading brands of Coca-colaCoca-Cola: Diet Coke, Sprite, Fanta, and coke zero were selected to offer a clear presentation about sports marketing effectiveness at the Coca-Cola Company. Despite the fact that sales of carbonated drinks have been annually declining due to their association with sugar-sweetened flavorsflavours and the health risks as a result of consuming them, Coca-Cola has been able to experience growth in the highlighted brands. In 2015 for example, Coke Zero rose by 7%, Sprite by 3.3%, and Fanta improved by 8.3% (Malcolm, 2016, p. 1). Unfortunately, diet coke declined by 5.6%. The decline is due to change in customer tastes and preferences. The consumers are now interested in eliminating foods with additives and preservatives. The second reason is that the consumers are becoming more health conscious (Fortune 2015, p. 1). The last reason is due to stiff competition from bottled water. With regards to the 2008 Olympic games in China and the use of defensive strategy, the volume in the North America region reduced by 1%. Much of the profits did not emanate from the United States but somewhatrather outside the country. The amountvolume of coke rose by 2% in Europe, 6% in Mexico, 7% in Brazil, 28% in India, and 29% in China ((Marber, Wellen, Wurtz, and Yi et al. 2012, p.p. 11-12). The 2008 earnings were $1.89 billion, an improvement compared to the 2007 earnings of $1.65. Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:ing

Generally speaking, the Coca-Cola Company uses defensive marketing strategy. The company It used this approachstrategy in the 2008 Olympic in Beijing. Some of the activities consisted of coca-colaCoca-Cola forming an Olympic-themed can and filling it with red colorcolour which is usunormally used to identify the company. The colorcolour is also symbolic in China and signifies aspects such as good luck, success, and joy. The can including the bottle also had Olympic athletes which the company has contracts. The can evenalso have kites and clouds images which symbolize good luck, spirit, teamwork and chase away bad luck among the Chinese. The bottle was further re-designed and is currently taller and smaller and added a fluorescent glow to attract the young generation. The company also It introduced a high-tech fifty-foot version of the contour bottle. The bottle weighed twenty tons and showeds several LED screens, all of which electronically showed messages of hope, love, optimism, and happiness. The objective of coke was to pull through the emotional factors surround china's Olympics' hosting, to attract and retain new consumers. The torch was included in the torch lighting ceremony. Coke sponsored the torch relay. Other strategies included designing hand-like objects and distributing them to the spectators to wear them and wave inside the stadium, selling trading pins, and erecting a building with the shape of coke bottle. Also,, creating a virtual environment and computer game to capture the young Chinese generation, formed and sponsored radio station (the station's name was coca cola radio), and using the National Basketball Association superstars (LeBron and Ming) in their advertisements. The firmIt also adopted billboards to promote its brand. Several retailing stores also displayed cokes advertisements. Coke bottles were neatly placed on Beijing streets (Marber et al. 2012, p.p. 12-15). Coca-Cola It also partnered with the Olympic committee to sponsor and enable ten families from any geographic location to participate in a context which involved touring the company’s bottling facility. The above activities indicate that Coca-Cola used defensive marketing strategies. So far, the partnership between Coca-Cola and Olympic Games has been stablerong since 1928 because of cooperation. Cooperation with the Olympic committee has enabled Coca-Cola to have Olympic sponsor rights and maximize Olympic resources. Both Coca-Cola and the boardcommittee have completed activities such as the Olympic Torch Relay, issue the Olympic souvenir tin, and medal. These eventactivities have touched several audiences. Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:d Comment by Grammarly: Deleted:, Comment by Grammarly: Deleted:ing Comment by Grammarly: Deleted:e

Sports stars selection by Coca-Cola to act as image spokesmen is unique. The company endorsed a contract with Ma Lin, Liu Xiang, and Teng Haibin before the 2004 Olympic Games in Athens. The company chose the stars after a close analysis and scrutiny. The actostars won all the gold medals hence did not fail the company because they all attained the gold medal. The company selected these stars because of their image and personality resonated with the brand image: Aggressive, optimistic, and excellence (Wang 2015, p. 24). AlsoIn addition, their performance in sports is excellentgood and is ambitious.

The company also aims to capture the correct target market and adhere to a brand connotation. The company has accepted the challenge of linkingmaking a link between consumers, the institution, company, sports exercise. In basketball, the company understands that the teenagers love basketball and are likelyprobably to pass the spirit to soccer (Wang 2015, p. 254). The company’s brand concept of cooling seems to resonate with basketball movements.

Coca-Cola further promotes its products from different angles. The Company uses channels such as television commercialization, internet, print media, and on the spot to communicate its brands. In the National Basketball Association Chinese match, the company maximizes the internet to appeal to the young consumers. The most criticalimportant sports marketing function is to improve or introduce the relationship between consumers and enterprises and to help consumers to approve brands by integrating the sports culture into brand culture (Wang 2015, p. 25). In 2004 when the Chinese match rolled out for the first time in China, the company supported ten types of basketball games into China that are famous in the "basketball carnival" in the All-Star weekend, therefore, conveying the brand connotation of cooling themselves. Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:c

Coca-Cola tries to cover all sports events. In terms of football, the company tends to sponsor various levels such as school football, the world cup, and community football. The company has so far organized five to fIn terms of football, the company tends to sponsor various levels such as school football, the world cup, and community football. The company has so far organized five to five or ive or three to three in various cities at the primarybasic level. In the case of the World Cup, the company has the full use of sponsor rights to come up with distinct activities and appeal to the public (Wang 2015, p. 265). The relationship would help to increase brand awareness and make the brand equity strong.

The second question was which mode of sports marketing is Coca-Cola Company using? The sports marketing mode assumes two forms. These are sports sponsoring and inviting sports stars as the spokesman of a brand image. Sports sponsoring is a two-way traffic between the sports sponsor and sports system. The sponsor offers funds, or technical support and the beneficiary acknowledges the sponsor with rights such as advertising, naming, and patent. Via sports sponsoring, the sponsor's product or brand attains some form of communication and interaction with the target market. Sports marketing It creates a channel for the company to communicate with the fans emotionallyemotionally communicate with the fans. Overall, there is the probability if the sports are sponsoring to establishcreate a connection with the target audience, unlike advertising. Sports sponsoring can be sub-divided into sports media sponsorship, sports event sponsorship, and sports organization sponsorship. In sports media sponsorship, the company sponsors the media or buys the media's advertisement time frame; leading . This leads to a high rate of exposure and acquires joint interest via television broadcast of the event it sponsors. Moreover, one title sponsors the media's sports program. Iin the Olympic games in Athens for example, China Mobile Corporation obtained the naming right of the CCTV's "Star Today "and shared the excitement of the Olympic with the audience through the CCTV channel. One may also sponsor the media including the journalists who take part in sports events interview. Sports event sponsorship offers the right to name sports events, sponsor sports events, advertisement right, and right to use a mascot. In sports organization sponsorship, the sponsor acquires return with long duration and influence by sponsoring a sports organization. Inviting sports stars offers certain personality elements for the brand image. In the 2004 Olympics, MacDonald's invited two Chinese champions to publicize their brand. The benefits are many. First, if sports athletes with good image and reputation assume the spokesman role, the sports stars figures appear in all types of advisements, promotion products, and publicity materials. Such publicity This utilizes the celebrity impact to accelerate the enterprise and products influencing power. Second, invite the sports star or teams to use their experience as an image spokesman. One can invite the stars to participate in the meeting with fans or to attempt products. Alternatively, the sports team or stars can participate in welfare activities on behalf of the company. Third, the spokesmen names can be used to nominate a product after inviting them as image spokesmen (Wang 2015, p. 26). Several companies have resized sales using this method, hence increasing the company's profits.. For example, Nike sponsors Jordan, names the sports shoes after Jordan "Air Jordan" and printing the basketball jersey with Jordan's number. This increased the company's profits.

The third question was what marketing tools does the Coca-Cola Company use? The questionThis question had to consider a broad spectrum of marketing tools namely print advertisements, magazines, billboards, commercials, banners, television, newspapers, radio, and telephone directories, as well as social media such as sharing, networking, blogging, tweeting, pinning, bookmarking, posting, and media sharing. Coca-Cola uses all the marketing tools. The company is trying to defend its marketing position, . Ttherefore, it has to exploit all the marketing tools as a defensedefence strategy.

The fourth question was: Is there relations between sports marketing and (1) brand reputation, (2) market share, and (3) consumer expectation? The sports market strategies have helped to dominate the soft drinks market, with a market share of 25.3%, followed by PepsiCo 11.7%, Nestle 6.6%, Groupeand Groupe Danone 5.3%, and others 51.1% (Ryall 2013, p. 82Market Line 2015). RegardingIn terms of brand reputation, Coca-Cola was number 12 out of 100 basing on the public survey conducted by Harris Company. The ratings were based on social responsibility, products and services, emotional appeal, financial performance, vision and leadership, and workplace environment. Overall, the firmit earned an "excellent" score on reputation garnering around 81 reputation quotients (The Coca-Cola Company 2016, p. 2). The consumers are happy about Coca-Cola's art of sponsoring sports. Their expectations are high due to Coca-Cola's art of sports sponsorship generosity Comment by Grammarly: Deleted:s Comment by Grammarly: Deleted:e

Coca-Cola is a market leader in the category of soft drinks, and should, t. Therefore, it should continue using defensedefence marketing strategy. As most brands that generate a large percentage of sales revenue to the company are carbonated, the company should think of expanding its product lines to cover more natural drinks. The customers are becoming more and more health conscious while the government is heavily taxing carbonated drinks to save the population form the rising cases of obesity and risks to type II diabetes. Although the company has a broad range of natural products such as bottled water, it should keep on improving the drinks by reducing the sugar content besides diversifying to fruits and vegetable juices to attract and retain the customers and at the same time maintain its market share and corporate reputation. As the developed markets especially the United States is becoming saturated with sudden beverage declines emanating from these nations, the company should now think of investing heavily in developing countrienations, especially China due to the large population and the expectation of thirst to increase in the country. Comment by Grammarly: Deleted:, Comment by Grammarly: Deleted:c

The first strategy is improving profit and revenue growth. The company should use market segmentation and also make sure that the employees receive generous compensation and benefit because employees they play a role in making sales revenue. In developing markets, the firmit should increase the volume, and ensure that the beverages are affordable. Coca-Cola It tries to maintain a balance between pricing and volume in emergdeveloping markets (The Coca-Cola Company 2016, p. 2). In developed markets, the company should focus on the price mix and improve the profits by offering several small packages and more premium packages such as aluminumaluminium bottles and glass.

The second strategy is to invest in the business and brands. The company should keep on marketing the brands. It rose the spending on media advertising in 2016. The company was interested in sharing strong and effective advertisements and should, therefore, . It should also invest in its beverage portfolio. In 2016, Coca-Cola it formed a strategic partnership with Monster Corporation on the energy drinks (The Coca-Cola Company 2016, p. 3), in addition to investing in supplementary . It also invested in brands such as cold-pressed juices and buyingought China's plant-based protein brand. The establishmentIt also expanded with the U.S. to further distribute the filtered milk. Comment by Grammarly: Deleted:o

The third strategy is maintaining efficiency. In 2016, for instance, the firmit reduced the expenditure n non-media marketing such as promotions within the store (The Coca-Cola Company 2016).and Due to efficiency, it recorded at least $600 million in the improvement of productivity (The Coca-Cola Company 2016, p. 3). .

The fourth strategy is to make the company simple. Changing customer tastes and innovations have led to a scenario in which precision, employee empowerment, and speed dictates the winner. In 2016, for example, Coca-Colait removed a functional management layer, and aligned the business divisions directly to the headquarters, (The Coca-Cola Company 2016). It also streamlined various internal processes, and eliminateds the roadblocks which prevented effectiveness and responsiveness..

The last strategy is to refocus on the criticalkey business model. Coca-colaCoca-Cola has at least five hundred brands, among them garnering profits for the company in billions (The Coca-Cola Company 2016, p. 2). The firmIt has also managed to acquire and maintainnage various bottling partners to improve performance, optimize manufacturing and distribution systems, and re-franchise the bottling terrains to become independent.

The first research question on the practicaleffective adaptation of sports marketing strategies shows that Coca-Cola maximizes the opportunity with growths in Coke Zero, Sprite, and Fanta respectively. However, the approachstrategy has not made any impact on Diet Coke due to its declining sales. The researcher also found out that Coca-Cola implements defensive marketing strategy. With regards to the 2008 Olympic Games, the sales volume declined in the North America region. AlsoIn addition, the profits from the United States were low. Coke’s volume rose in Europe, Mexico, Brazil, India, and China. Overall, the 2008 earnings improved compared to 2007. The second question was interested in sports marketing modes. These are sports sponsoring (sports media sponsorship, sports event sponsorship, sports organization sponsorship) and inviting sports stars as the spokesman of a brand image. In the third question, the researcher discovered that Coca-Cola uses various marketing tools to promote its brands. Coca-Cola is number twelve with regards to brand reputation, is the market leader in the soft drinks category, and the consumers' expectations are high due to Coca-Cola's art of sports sponsorship generosity. The last question on sports marketing roles is to foster brand popularity of a company and brand image, attain more communication effects, an efficientective way to build a robustpowerful brand. The proposed solution expand its product lines to cover more natural drinks and investing heavily in developing nations because developed nations markets are saturated. The various strategies to attain success, improving profit and revenue growth, invest in the business and brands, maintain efficiency, make the company simple, and refocus on a business model. Comment by Grammarly: Deleted:are

The chapteris part closes the discussion on the practicaleffective adaptation of sports marketing strategies to promote brands or products, with Coca-Cola Company as the case study. The sectionis part has five sections. The first section is a conclusion and purposes to review how each objective was achieved. The second part is the action plan, followed the study limitations, recommendations, and finally, a summary of the chapter.

The first objective was to find outinvestigate how Coca-Cola has adapted sports marketing strategies to promote their products or brand. To measure this goalobjective, the researcher used Coca-Cola’s leading brands to determine their growth performance. As the sports marketing strategies were geared towards the 2008 Olympic Games in China, the researcher tried to find outinvestigate the sales volume and earnings improvement after the company used the approachstrategy. Apart from sales decline in Diet Coke and sales volume decline in North American markets, the researcher concluded that the sports marketing strategies adopted by Coca-Cola to promote its products andand that brands are effective. Comment by Grammarly: Deleted:a

The second objective was to discover the mode of sports marketing used by Coca-Cola Company. The objective is ppart needed qualitative analysis and based on the case study approach;, the researcher found out that sports sponsoring and inviting sports stars are used by Coca-Cola. Comment by Grammarly: Deleted:ing

The third objective was to identify the marketing tools used by the Coca-Cola Company, and requires . This objective required qualitative analysis. Basing on the data collected, the researcher found out that the company uses various marketing tools to reach out to the audience. The researcher discovered that Coca-Cola is careful when choosing the kind of marketing tool to convey a message to a specificcertain demographic. If it is the young generation, for example, the company maximizes the internet and social media.

The fourth objective was to determine if there are relations between sports marketing and (1) brand reputation, (2) market share, and (3) consumer expectation. Theis objective was of utmost importance to the study topic because it is by, particularly brand reputation and market share that a company figures out if a particularcertain marketing strategy is effective or not. Coca-Cola’s brand reputation is appealing as it. It received an “excellent” score from a poll conducted by Harris Company, which . Its strategies are also effective because it leads the soft drinks category in market shares. Additionally, the planstrategies are helpfuleffective because it met the consumer expectations.

An action plan shows how the strategies will be carried out and . It shows each task or step, the person responsible for achieving each functiontask or levelstep, the date of completing each task or phasestep (Luther 2011, p. 273). Tech Target (2018) defines an action plan as a document which lists the steps that must be followed to accomplish a specificcertain goal. The objective of an action plan is to indicate the resources needed to attain the goal, create a timeline showing when the tasks will be completed and establish the kinds of resources that are requirneeded. The action plan for this study topic is as indicated below. The plan It consists of the objectives, actions, timeline, responsibility, and outcome. Table 3 below outlines all the proposed goals, activities, projected schedule, accountability, and results.

The study was limited with regards to the fact that it The first limitation of this study is that it investigateds only one company, the Coca-Cola Company. Investigation of one company alone . This may restrict limit the ability to generalize the results and findings to other companies within different sectors and business models. Secondly, divergence in the outcomefindings may occur as a result of sources of data used. The secondary data collected may not be specific to the research objective.

Coca-Cola should continue sponsoring sports. Its impact on brands or product promotion is valideffective. Sports have become a culture. People have high emotions towards sports and. They are always happy when one's team wins. Sports have also become part of the entertainment. As the vastlarge audience is attracted to sports, media companies gain an interest in broadcasting the event. By using sports marketing strategy, therefore, tThe company passes its message to an extensiv wide target market through the usage of the sports marketing strategy, therefore. Sports marketing are efficientective compared to advertising because the more the person sees the event with for example if the company attained the naming right, the more it sinks into the audience mind. Comment by Grammarly: Deleted:,

The company should keep on using defensedefence marketing strategy. The defence marketing strategy is ideal . It is recommended for a market leader, an attacker, and an institution company that who wants to block out the competitors.

Based on the findings from the situational analysis, the researcher noted that Coca-Colacola has the strengths of brand portfolio, geographic presence, bottling, and distribution as well as . It also has weaknesses which include a decline in revenue and lawsuits. The opportunities are acquisitions, focus on the Indian market, expansion of capacity, and growth in the consumption of soft drinks. The threats are government regulations, stiff competition, health concerns, water issues, and foreign exchange risks. The company should use the strengths to neutralize the weaknesses and maximize the opportunities to address the threats. Comment by Grammarly: Deleted:,

Carbonated soft drinks are tremendously declining. In Canada for example, the carbonates volume reduced by two percent in 2005, and the total volume growth was negative since the year 2001. The carbonated soft drinks are large and do not have the health features to make profits in an environment where the consumers are becoming more health conscious. The United States has also been affected by the declining sales volume. The case volume reduced 0.7% in 2005 compared to the previous year. The sizevolume of each category decreasreduced by 3.9% when the channels were combined. Coca-Cola decreasreduced by 3.9%, Pepsi-Cola 4.7%, and Cadbury Schweppes 1.2%. The diet brands were also affected. The volume of Diet Coke decreasreduced by 5% while Diet Pepsi cutreduced at 4.7% (Puravankara 2007, p. p. 84-85). Due to the declining sales in carbonated soft drinks, Coca-Cola should emphasize on natural beveragedrinks because the consumers are becoming more health conscious. These consist of non-carbonated drinks, bottled water, and energy drinks.

As the North American region sales volume has started to decline with low sales in the United States, Coca-Cola should think of focusing heavily on developing nations as it will be the next best performing market for its products. In China, for example, the population is large, and the thirst level is high. The company can maximize such markets to defend its market share. Comment by Grammarly: Deleted:c

It also appears that health and wellness are taking the lead in the beverage market globally. PepsiCo is committed to becoming a market leader in health and wellness. PepsiCo introduced the Smart symbol to enable the consumers to identify its products which result in a lifestyle that is healthy. The Smart logosymbol meets the criteria needed by the authority, for example, the Food and Drug Administration. The symbol is evident in its brands such as Aquafina, Diet Pepsi, Gatorade, and Tropicana. Coca-Cola should also emulate the same principle; . Iit should analyzeanalyse the consumers and try to offer products that add value. The key driver for beverage demand is the population demographics. The young generation and the baby boomers will determine the beverage industry future. The baby boomers are interested in maintaining a healthy life (Puravankara 2007, p.p. 887-89). The probability of the baby boomers increase in the consumption of beverages and foods that are healthy is higher, unlike the other generations. Alternatively, the young generation needs energy drinks and sports drinks that meet their tastes and preferences. Coca-Cola should, therefore, address the needs of the above market segments to maintain its position as a market leader. Comment by Grammarly: Deleted:is Comment by Grammarly: Deleted:of Comment by Grammarly: Deleted:c Comment by Grammarly: Deleted:i

The other aspect is stiff competition. For several years, PepsiCo has been Coca-Cola’s primary competitor. Pepsico is among the most significanlargest companies with product diversity. Its revenue is not less than thirty-five billion dollars and a quarter of the revenue emanates from soft drinks. PepsicoIt operates in two hundred countries and controls seventeen brands, and each contributes to one billion dollars in sales annually. As cola wars continue to become a threat to Coca-Cola Company, mainly due to PepsiCo’s dominance in non-carbonated drinks (Puravankara 2007, p. 90). AlsoIn addition, PepsiCo defeated Coca-Cola inwith respect to market capitalization in 2006. PepsiCo’s performance was attributed to product diversification and focusing on healthy products. It is, therefore, recommended that develops strategies to succeed in the Cola war. Comment by Grammarly: Deleted:s

Food safety is an issue as new products continue to be discovered in the soft drinks market. In 2006, Coca-Cola faced class actions lawsuits in Florida and Massachusetts because of high benzene levels, a chemical associated with cancer. Other companies that sufferfaced the lawsuit were Cadbury and PepsiCo. In 2006, the company was accused of the presence of lead in their products in Mexico. There is also the discouragement of using Aspartame as an artificial sweetener in the drinks due to its health impacts (Puravankara 2007, pp. 95-96). The company is rolling out a quality system to solve regulation and safety issues. From the findings above, Coca-Cola It is recommended that the company will gain significantly if it concentrates on food regulation and safety issues as itCoca-Cola is the most trusted brand in the world.

Lastly, Coca-Cola should aim at improving profit and revenue growth, invest in the business and brands, maintain efficiency, make the company simple, and refocus on the business model to attain success.

The first section reviewed the objectives. The first objective was to find outinvestigate how companies, notabespecially Coca-Cola have efficiently adapted effectively adapted sports marketing strategies to promote their products or brand. Apart from sales decline in Diet Coke and sales volume decline in North American markets, the researcher concluded that the sports marketing strategies adopted by Coca-Cola to promote its products and brands are effective. The second objective was to discover the mode of sports marketing used by the Coca-Cola Company and the one that is effective. The researcher found out that sports sponsoring and inviting sports stars are used by Coca-Cola. The third objective was to identify the kinds of marketing tools that are available and the ones used by the Coca-Cola Company. The researcher discovered that Coca-Cola is careful when choosing the typekind of marketing tool to convey a message to a specificcertain demographic. The fourth objective was to determine how the use of sports marketing strategies has helped Coca-Cola to improve its (1) brand reputation, (2) market share, and (3) consumer expectations. Coca-Cola received an "excellent" score regardingin terms of brand reputation. It also leads the soft drinks category in market shares. The strategies are effective because it met the consumer expectations. The fifth objective was to verify the role of sports in marketing. The researcher found out that sports plays an enormous great role in marketing. The action plan was subdivided into objectives, actions, timeline, responsibility, and outcome with regards to the study topic. The study limitations are that the case study is focused on only it bases on one company, therefore, limits the generalization of the research findings. There is also divergence in research findings because of the sources of data used. The recommendations are that: Comment by Grammarly: Deleted:a Comment by Grammarly: Deleted:s

· Coca-Cola should continue sponsoring sports because of its ability to reach out to a wide target market;

· kKeep on using defense marketing strategy

· ; uUse the strengths to neutralize the weaknesses, and maximize the opportunities to address the threats

· ; eEmphasize on natural drinks because the consumers are becoming more health conscious

· ; iInvest heavily in developing nations because the developed nation's market is saturated, and use the highlighted strategies to attain success.

·

References

Albala, K. (2015). The SAGE EncyclopediaEncyclopaedia Oof Food Issues. Thousand Oaks, CAalifornia: SAGE Publications, Inc.

Alonso, M. (2014). Strategies in Sports Marketing: Technologies Aand Emerging Trends. Hershey: Business Science Reference.

Al Marzooqi, O. (2015). Impact of Different Factors oOn Organizational Productivity-Research Methodology,. International Journal of Sales, Retailing & Marketing, vol. 4, no. 8, pp. 110-138.

Anders, J. (2013). Coca-Cola’s Marketing Strategy: An Analysis of Price, Product, and Communication. Chicago: GRIN Verlag.

Ang, L. (2014). Principles of Integrated Marketing Communications. Cambridge, UK England: Cambridge University Press.

Bailey, S. (2014). A Guide tTo tThe Non-Alcoholic Beverage Industry. [Online]. Available at:

http://marketrealist.com/2014/11/guide-non-alcoholic-beverage-industry [Accessed 14/11/Nov. 14, 2017].

Bee, C., and & Dalakas, V. (2015). Rivalries and Sponsor Affiliation: Examining tThe Effects Of Social Identity andAnd Argument Strength oOn Responses tTo Sponsorship-Related Advertising Messages,. Journal of Marketing Communications, vol. 21, pp. 408–424.

Baran, R., and& Galka, R. (2013). CRM: The Foundation oOf Contemporary Marketing Strategy. New York. NY. Y: Routledge.

Batra, R., Myers, J., and& Aaker, D. (2009). Advertising Mmanagement. New Delhi: Pearson.

Bradley, B. (2015). Pete Sampras and Andre Agassi Held A Total 90s Retro Match In The Streets Of New York. Vanity Fair. [Online] (updated 2015) Available at: HYPERLINK "http://www.vanityfair.com/culture/2015/08/" http://www.vanityfair.com/culture/2015/08/ pete-sampras-andre-agassi-tennis-match-streets-of-new-york [Accessed Nov. 14, 2017]

Cialdini, R. (2009). Influence: Science and P practice, 5th edition. (5th ed.). Boston, MA: Allyn & Bacon.

Cohen, L., Manion, L., and Morrison, K. (2013). Research methods in education. New York, N.Y.: Routledge.

Crowther, D., and Lancaster, G. (2017). Research Mmethods. New York, N.Y.: Routledge.

Crow, G., and Wiles, R. (2008). Managing anonymity and confidentiality in social research: The case of visual data in community research. [Online] (updated 2008) Available at: < HYPERLINK "http://eprints.ncrm.ac.uk/459/1/0808_managing%2520anonymity%2520and%2520confidentiality.pdf" http://eprints.ncrm.ac.uk/459/1/0808_managing%2520anonymity%2520and%2520confidentiality.pdf> [Accessed Nov. 20, 2017]

Czinkota, M., and & Ronkainen, I. (2007). International Marketing. Cincinnatti: Cengage Learning.

Derfus, P. J., Maggitti, P. G., Grimm, C. M., and& Smith, K. G. (2008). The Red Queen Eeffect: Competitive Actions andAnd Firm Performance,. Academy of Management Journal, vol. 51, pp. 61–80.

De Roeck, K., Maon, F., and& Lejuene, C. (2013). Taking Up tThe Challenge oOf Corporate Branding: An Integrative Framework,. European Management Review, vol. 10, pp. 10, 137-151.

Desbordes, M., and Richelieu, A. (2012). Global Sports Marketing: Contemporary Issues and Practice. London: Routledge.

Donovan, T. (2013). Fizz: How Soda Shook Up Tthe World. Chicago: Chicago Review Press.

Esmaeilpour, M., Sayadi, A., and Mirzaei, M. (2017). Investigating the Impact oOf Service Quality Dimensions oOn Reputation andAnd Brand Trust,. International Journal of Business & Economic Sciences applied Research, vol. 10, no. 3, pp. 7-17.

ESP Properties. (2017). Sponsorship Spending Forecast: Continued Growth Around tThe World. . [Online]. (updated 2017) Available at: <http://www.sponsorship.com/IEGSR/2017/01/04/Sponsorship-Spending-Forecast--Continued-Growth-Ar.aspx> [Accessed 21/11/Nov. 21, 2017].

Farrely, F., Quester, J., and Burton, R. (2006a). Changes in Sponsorship Value: Competencies and Capabilities of Successful Sponsorship Relationships. Industrial Marketing Management, Vol.35 No 8, pp 1016-1026.

Farrely, F., Quester, J., and Burton, R. (2006b). Changes in Sponsorship Value: Competencies and Capabilities of Successful Sponsorship Relationships. Industrial Marketing Management, Vol. 35, No. 8, pp 1016-1026.

Ferrell, O. C., and Ferrell, J. F. (2016). Business Ethics: Ethical Decision Making & Cases. Manchester: Cengage Learning.

Ferrell O. C., and Hartline, M. (2013). Marketing Sstrategy, Ttext, and Ccases. London: Cengage Learning.

Fortune. (2015). 3 Reasons Why Diet Coke Will Keep Plunging. [Online]. (updated 2015) Available at: < http://fortune.com/2015/10/23/diet-coke-sales-plunge/> [Accessed 11/11/June 11, 20157].

Fletcher, R., and Crawford, H. (2015). International Marketing: An Asia-Pacific perspective (6th edition). Frenchs Forest, N.S.W: Pearson Education Australia.

Given, L. (, Ed.) (2008). The EncyclopediaEncyclopaedia oOf Qualitative Research Methods: A-L. New York: Sage.

Gog, M. (2015). Case Study Research,. International Journal of Sales, Retailing & Marketing, vol. 4, no. 9, pp. 33-41.

Graue, C. (2015). Qualitative Data Analysis,. International Journal of Sales, Retailing and Marketing, vol. 4, no. 9, pp. 5-11.

Harrell, E. (2010). Ken Rosewall and Rod Laver. Time. [Online]. (updated 2010) Available at: <http://keepingscore.blogs. time.com/2010/09/09/top-10-tennis-rivalries/slide/ ken-rosewallrose wall-and-rod-laver/> [Accessed 20/11/Nov. 20, 2017].

Havard, C. (2014). Glory oOut oOf Reflected Failure: The Examination oOf How Rivalry Affects Sport Fans,. Sport Management Review, vol. 17, 243–253.

Havard, C. T., Gray, D. P., Gould, J., Sharp, L. A., and Schaffer, J. J. (2013b). Development and validation of the Sport Rivalry Fan Perception Scale (SRFPS). Journal of Sport Behavior, 36, 45–65.

Havard, C. T., and Reams, L. (2016). Investigating Differences iIn Fan Rival Perceptions bBetween Conferences iIn Intercollegiate Athletics,. Journal of Sport BehaviorBehaviour, vol. 39, pp. 126–146.

Havard, C. T., Wann, D. L., and Ryan, T. D. (2013a). Investigating the Impact oOf Conference Realignment oOn Rivalry iIn Intercollegiate Athletics,. Sport Marketing Quarterly, vol. 22, pp. 224–234.

Havard, C., Gray, D., Gould, J., Sharp, L., and Schaffer, J. (2013b). Development and Validation of the Sport Rivalry Fan Perception Scale, Journal of Sport Behaviour, vol. 36, pp. 45–65.

Hoffman, K. D., and Bateson, J. E. (2017). Services Marketing: Concepts, sStrategies, & Ccases. London: Wiley and Sons.

Hollensen, S. (2012). Essentials of Global Marketing, 2nd edition. Harlow, UK: Essex, England: Pearson Education.

Hill, D. (2010). Emotionomics: Leveraging Emotions fFor Business Success. London: Kogan Page.

Hui, Y. H. (2007). Handbook of Food Products Manufacturing. London: Wiley and Sons.

Ireland, D., Hoskisson, R., and Hitt, M. (2008). Understanding Business Strategy: Concepts Aand Cases. Mason, OH: Cengage Learning.

Jain, A. (2010). Principles of mMarketing. India:, FK Publications.

Kabus, J. (2016). Contemporary Aspects oOf Sport Marketing,. Valahian Journal of Economic Studies, vol. 7, no. 21, pp. 45-50.

Kapferer, J..-N., Bastien, V., and Dawsonera. (2012). The Luxury Strategy: Break tThe Rules oOf Marketing tTo Build Luxury Brands. London: Kogan Page.

Keegan, W. J., and Green, M. C. (2013). Global marketing, 7th ed. (Global edition). New Jersey, NJ: Pearson Education.

Kilduff, G. J. (2014). Driven to Win: Rivalry, Motivation, aAnd Performance,. Social Psychological and Personality Science, vol. 5, pp. 944–952.

Kilduff, G. J., Elfenbein, H. A., and Staw, B. M. (2010). The Psychology oOf Rivalry: A Relationally Dependent Analysis oOf Competition,. Academy of Management Journal, vol. 53, pp. 943–969.

Lee, A., Yao, J., Mizerski, R., and& Lambert, C. (2015). The Strategy oOf Global Branding andAnd Brand Equity. New York, N.Y.: Routledge.

Leivenberg, R. (2013). Ranking the 10 Greatest Rivalries iIn Golf History. Bleacher Report. [Online]. (updated 2013) Available at: <http://bleacherreport.com/ articles/1692077-ranking-ten-greatest-rivalries-in-golf-history > [Accessed 15/11/Nov. 15, 2017].

Koc, M. (2013). Sport Sponsorship aAs aA Promotional Tool: Special Focus iIn Albania Business-To-Business (B2B) Perspective, . Creative & Knowledge Society, vol. 3, no. 2, 3(2), pp. 28-38.

Kottler, P., and Armstrong, G. (2017). Principles of Mmarketing. London, UK: Pearson Higher Education.

Kumar, R. (2010). Research Methodology: A Step-by-Step Guide for Beginners. New York: USA, Sage.

Kurtz, D., and Boone, L. (2014). Boone & Kurtz Contemporary Marketing. Mason, OH: South-Western, Cengage Learning.

Leng, H. K., and Hsu, N. Y. (2015). Emerging Trends andAnd Innovation iIn Sports Marketing andAnd Management in Asia. Hershey: IGI Global.

Lopez, D. (2013). Brand Ddevelopment of Coca-Cola Company (UK). Liverpool: Grin Verlag.

Luther, W. (2011). The Marketing Plan: How to Prepare and Implement It. New York: AMACOM.

Malcolm, H. (2016). Chapter 1: Coca-Cola Profit Up asAs Growth of Of Sprite, Coke Zero Offset Diet Coke Drop. [Online]. (updated 2016) Available at: < https://www.usatoday.com/story/money/2016/02/09/coca-cola-fourth-quarter-earnings/80044994/> [Accessed 19/11/Nov. 19, 2017].

Marber, A., Wellen, P., Wurtz, M., and Yi, X. (2012). Marketing Warfare: A Case Study fFrom tThe 2008 Beijing Olympics,. International Journal of Business and pPublic Administration, vol. 9, no. 2, pp. 11-18.

Mathur, U. (2007). Product and Brand Management. New Delhi: Excel Books.

Market Line. (2017). Coca-Cola Company SWOT analysis. [Online] (updated 2017) Available at: < HYPERLINK "http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=30868c4f-db59-4760-9218-10a2abad2591%40sessionmgr4008" http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=30868c4f-db59-4760-9218-10a2abad2591%40sessionmgr4008> [Accessed Nov. 18, 2017]

Marketline. (2015). Soft drinks industry profile: Global. [Online] (updated 2015) Available at:

< HYPERLINK "http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=096e4a70-afb6-483d-9a13-351f1db08063%40sessionmgr4006" http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=096e4a70-afb6-483d-9a13-351f1db08063%40sessionmgr4006> [Accessed Nov. 18, 2017]

McCollough, M., and Shook, S. (2017). Integrating the Marketing Research andAnd Marketing Strategy Courses,. Journal of the Academy of Business Education, vol. 18, pp. 187-200.

Motzek, R. (2011). Making a Difference - The Societal Marketing Concept Supporting Educational andAnd Cultural Issues. Munich: GRIN Verlag GmbH.

Mullin, B. J., Hardy, S., and Sutton, W. A. (2014). Sport mMarketing. Champaign, IL: Human Kinetics.

Newland, B. (2017). The Business ofOf Sports Marketing: An Interview withWith Lisa Murray, Chief Marketing Officer And Executive Vice President, Octagon WoldwideWorldwide, . Sports & Entertainment Review, vol. 3, no. 3, pp. 62-64.

Nestle, M. (2015). Soda pPolitics: Taking on Big Soda (andAnd Winning). Oxford: Oxford University Press.

Nganga, C. (2014). Coca-Cola Company: History, SWOT Analysis, Marketing Strategies. Munich: GRIN Verlag GmbH.

Percy, L. (2012). Strategic Integrated Marketing Communications. New York, N.Y.: Routledge.

Pinson, L. (2008). Anatomy of a Business Plan: A Step-By-Step Guide toTo Building theThe Business andAnd Securing Your Company's Future. Tustin, U.S.: Out of Your Mind & into the Marketplace.

Pradhan, S., and Pradhan, S. (2009). Retailing Management: Text andAnd Cases. New Delhi, India: Tata Mcgraw-HillMcGraw-Hill Education Pvt. Ltd.

Prange, C. (2016). Market Entry in China: Case Studies on Strategy, Marketing, and Branding. Cham: Springer International Publishing.

Pride, W. M. (2011). Marketing pPrinciples. South Melbourne, Vic: Cengage Learning.

Puravankara, D. (2007). Strategic aAnalysis of the Coca-Cola Company. [Online]. Available at <Retrieved October 2017, from http://www.summit.sfu.ca/item/8182> [Accessed 25/11/2017].

Rich, M. (2014). Learning Research Methods: How Personalised Should We Be? Electronic Journal of Business Research Methods, vol. 12, no. 2, pp. 124-131.

Ritchie, B. W., Burns, P., and Palmer, C. (2005). Tourism Research Methods: Integrating Theory withWith Practice. Wallingford, UK: CABI Pub.

Rubin, A., and Babbie, E. (2010). Essential Research Methods forFor Social Work. Belmont, CA: Brooks/Cole, Cengage Learning.

Ryall, M. (2013). The New Dynamics ofOf Competition, Harvard Business Review, vol. 91, no. 6, pp. 80-87.

Sakar, S., Balaji, M., and Krishnan, B. (2015). How Customers Cope withWith Service Failure? A Study ofOf Brand Reputation andAnd Customer Satisfaction,. Journal of Business Research, vol. 68, no. 3, pp. 665-674.

Schmitt, B. (2011). Experience Marketing: Concepts, Frameworks, andAnd Consumer Insights. Hanover: Now Publishers.

Shank, M., D., and Lyberger, M. R. (2014). Sports Marketing: A Strategic Perspective, 5th eEdition. New York, N.Y.: Routledge.

Shankar, V., and Carpenter, G. S. (2012). Handbook of Marketing Strategy. Cheltenham: Edward Elgar Publications.

Shilbury, D., Westerbeek, H., Quick S., and Funk, D. (2014). Strategic Sports Marketing. New York, N.Y.: Allen & Unwin.

Shimp, T. (2008). Advertising Promotion andAnd Other Aspects of Of Integrated Marketing Communications, (8th eEdition). Mason: OH: Cengage Learning.

Singh, N. (2013). Sports Marketing: Changing tThe Game,. Journal of Marketing and Communication, vol. 8, no. 3, pp. 62-66.

Singh, K. (2007). Quantitative Social Research Methods. New York: Los Angeles: Sage Publication.

Smith, A.T., and Stewart, B. (2014). Introduction to Sports Marketing, 2nd : Second Eedition. London: Routledge.

Steen, D. P., and Ashurst, P. R. (2006). Carbonated Soft Drinks: Formulation andAnd Manufacture. Oxford: Blackwell Publications.

Tech Target. (2018). Action plan. . [Online]. (updated 2018) Available at: < http://whatis.techtarget.com/definition/action-plan> [Accessed 4/01Jan. 4, /2018].

Thyer, B. (, Ed.) (2010). The Handbook ofOf Social Work Research Methods. London, UK: Sage Publication.

The Coca-Cola Company. (2016). Five Strategic Actions. . [Online]. (updated 2016) Available at:

< http://www.coca-colacompany.com/stories/five-strategic-actions> [Accessed 19/11/Nov. 201719, 2017].

Trehan, M., and& Trehan, R. (2011). Advertising and Sales Management. India, FK pPublications.

Tripodi, J. ( 2001). Sponsorship- A Conformed Weapon inIn the The Promotional ArmoryArmoury,. International Journal of Sports Marketing and Sponsorship, vol. 3, no. 1, pp. 82-103. March/April 2001.

Veloutsou, C., and Moutinho, L. (2009). Brand Relationships throughThrough Brand Reputation andAnd Brand Tribalism, . Journal of Business Research, vol. 62, no. 3, pp. 314-322.

Wang, M. (2015). Brief Analysis ofOf Sports Marketing Strategy Adopted by Coca Cola Company, Asian Social Science, vol. 11, no. 23, pp. 22-29..

Tignor, S. (2011). High Strung: Bjorn Borg, John McenroeMcEnroe, and the And The Untold Story ofOf Tennis’s Fiercest Rivalry. New York, NY: HarperCollins.

Tyler, B. D., and Cobbs, J. B. (2015). Rival Conceptions ofOf Rivalry: Why Some Competitions Mean More Than Others, . European Sport Management Quarterly, vol. 15, pp. 227–248.

Whyte, R., and Lohmann, G. (2015). The Carrier-Within-A-Carrier Strategy: An Analysis of JetstarJet star,. Journal of Air Transport Management, vol. 42, pp. 141–148.

Wiggins, D. K., and Rodgers, R. P. (2010). Rivals: Legendary Matchups That Made Sports History. Fayetteville, AR: University of Arkansas Press.

Yeshin, T. (2016). Integrated Marketing Communications. New York, N.Y.: Routledge.