My Coke
: managing market leadership through portfolio

  • António Cabral de Melo von Amann (Student)

Student thesis: Master's Thesis


This teaching case study along with its teaching note is an interactive educational tool for marketing undergraduate and MBA programs. Based upon a real business dilemma this teaching case study pictures the competitive Portuguese beverage market in the early months in 2008. At the time, the company “Coca-Cola Portugal” along with its business partner the company “Refrige”, was facing growth problems, private labels with extreme competitive prices were increasing market share and shelve space year after year; moreover Portugal’s economic situation was unfavorable and consumers had less pocket money for beverage purchases. Concerned with developing events on the market, Coca-Cola decides to explore within its internal resources a solution to stay competitive in the market, raising the possibility of moving forward with the introduction of brand new stock keeping units. The “My Coke” case study enables students to get in touch with commercial strategies at the point of sale in the modern trade channel, thus realizing how such strategies converge with overall marketing objectives. Students will be introduced to the terms of stock keeping unit, share of space, fair share, sales cannibalization, promotion planning and listing fees. In the end, the case study provides students the possibility to take a position on a real and important business problem. To do so they must weigh in different types of qualitative and quantitative data choosing which one they believe are the most important; like a regular collaborator on a regular day at any Fast-Moving-Consumer Goods Company.
Date of Award18 Sept 2012
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSandra Oliveira (Supervisor) & João Borges Assunção (Co-Supervisor)


  • Mestrado em Gestão

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