identify and explain ONE significant change in the behavior of your chosen organization’s existing consumers in the digital context and assess the extent to which this change is being driven

Company Chosen: Coca Cola
Individually, you have been asked to produce a report for senior management in your organization (or your choice) covering a significant change in consumer behavior from a digital perspective. Using the a company of choice you:
(i) identify and explain ONE significant change in the behavior of your chosen organization’s existing consumers in the digital context and assess the extent to which this change is being driven by developments in the organization’s external environment;
(ii) assess the potential of this change to impact on the organization’s current marketing activities and its ability to retain existing customers as well as to acquire and convert new/potential consumers; and
(iii) produce notes which recommend and justify a response to this change and explain how this will enhance organization’s marketing strategy.
3,000 (excluding appendices and references if applicable)

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