Coca-Cola's Georgia

Paper Summary:

The paper relates that the highest grossing coffee beverage in Japan is Coca-Cola's Georgia. This unique coffee beverage can be served hot or cold. Following is the marketing information for an introduction of Georgia into the United States. Included in this, is a market analysis, an industry and competitor assessment and the marketing strategy that will be employed.

From the Paper:

"Market Analysis: As noted, Georgia is the highest grossing coffee beverage in Japan; however, to successfully enter the United States market, a different market segment should be targeted. Instead of targeting adult beverage drinkers, the late teen, early twenties age demographic should be targeted for American Georgia. Young adults between the ages of 12 and 21 spend $217 billion a year, in the retail market (Clements). In fact, teenage girls spend approximately $47 per week, while boys spend $45 per week ("Girl Power")."

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