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VRIO Framework: Coca-Cola's Sustainable Competitive Advantage Analysis

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  Coca-Cola Co. is the largest beverage manufacturer and distributor in the world and one of the longest running successful brands in history. Coca-Cola Co. can attribute its popularity to its iconic carbonated soft drink, “Coca-Cola” or “Coke”, introduced into the market in 1886. The popularity of this drink has led to positive brand perception and long-term customer loyalty due to its nostalgic taste and distinctive red and white logo. For most people, being a consumer of Coca-Cola over competitors is a strict purchasing trend that is carried through generations, giving Coca-Cola 48% of the beverage industry’s market share compared to competitor Pepsi, who holds only 20.5%. From the loyalty of consumers to the classic drink, the company has created strong competitive advantage and has evolved into a total beverage company that dominates the beverage industry. Here, we will use the VRIO framework to analyze how Coca-Cola’s strengths cause the brand to maintain a sustainable compet...
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Rebranding: How Did Dunkin' Donuts Rebrand for Success?

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  Have you noticed the swift rebranding of the popular coffee restaurant chain Dunkin Donuts? Many people have left this change unnoticed until recently, but this rebranding has been in motion since 2018, leading to alterations in the brands name, logo, and offerings. After almost 80 years of familiarity since its introduction, Dunkin’ Donuts is now simply called “Dunkin” and the logo’s font type has changed to emphasize that they offer a world of other products than coffee and doughnuts. This prioritization of coffee beverages and speedy food service was in turn to align their branding with consumer trend changes. Although this change may not have been noticed right away by consumers, the industry has shown it has not gone completely unnoticed as this rebranding has caused the company much growth in the market. Rebranding is a risky marketing strategy, as you can never be sure consumers will be accepting of the changes made within a brand. Although, it seems Dunkin’ Donuts has don...
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Apple Inc.: How Creating a Strong Brand Created Long Term Success

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Apple Inc: A Long-Time Favorite         Apple Inc. is an American multinational corporation and technology company, specializing in technological products such as electronics, software, and online services. Over time, the company has grown rapidly and shows continuous success with the innovation of their new products and reliable quality of products. As of April 2024, Apple has a market capitalization of about $2.603 trillion, making it the second most valuable company in the world according to market cap data. Market capitalization is the total market value of a company and measures how much the company is worth to the market. This number has grown exponentially in the long run from $297.09 billion in 2010 until now, giving consumers hope of continuous increase in the company's value. However, in between 2023 and 2024, there has been an evident decrease in the market capitalization as 2024 has brought a -13.06% change, showing the value of the company is declin...
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