Read the following case study and answer the questions that follow

STRATEGIC GROWTH OF COCA-COLA COMPANY

The Coca-Cola Company is a leading multinational company in manufacture, distribution, and marketing of non-alcoholic beverages. The Company owns over 400 brands, including waters, juice drinks, diet, teas, energy and coffees. The Company has recorded tremendous progress in respect of sales units, buyer loyalty, growth in product portfolio, and profitability. The company has sustained its growth through diversification in several but related products. This process has been adopted in order to expand its product portfolio with an aim of remaining relevant to the expanding needs of the global market. To achieve this, the company ensures that each of its portfolios is strategically linked to other products, logo, and thematic image of quality reputation and wholesomeness (Singh, 2008). The choice of this strategy has been advantageous in several ways. Firstly, it is meant to leverage itself against the vulnerabilities and threats of competition. Secondly, the company has been able to benefit from the economies of scale. Lastly it has the potential of utilizing its expertise and technology gained in one market in order to enter a different market and product.

a) Evaluate the capabilities that have enabled Coca-cola Company to remain the leading beverage manufacturer in the world.

b) According to the case, how has Coca-Cola Company managed to create strong brands?