STRATEGI PEMASARAN DALAM MENGHADAPI PENDATANG BARU: STUDI KASUS COCA-COLA

Abstract

The increasing competition in the global and national soft drink industry reflects a rapidly evolving market landscape. The Coca-Cola Company, a market leader for more than a century, now faces significant challenges from new entrants emphasizing health, sustainability, and local innovation. This study aims to analyze Coca-Cola’s marketing strategies in responding to these new entrants and identify key factors contributing to consumer loyalty. The research employs a descriptive qualitative approach using secondary data from annual reports, academic journals, and market research sources (Euromonitor, Nielsen, Statista). Findings reveal that Coca-Cola has adopted differentiation strategies through product portfolio innovation, personalized digital marketing, and cultural adaptation in each market. Furthermore, the company has reinforced its sustainability image through the “World Without Waste” campaign and investments in environmentally friendly packaging technology. These strategies have proven effective in maintaining brand equity and increasing consumer engagement, despite pressures from competitors such as Pepsi, Le Minerale, Teh Botol Sosro, and You C1000. The study concludes that a combination of global brand strength, continuous innovation, and local adaptation forms the foundation of Coca-Cola’s competitiveness in an increasingly open market.