When Coca-Cola introduced Surge, a new citrus soft-drink, what type of strategy was being pursued?
A) Functional-level strategy
B) Multi-domestic strategy
C) Corporate-level strategy
D) Retrenchment strategy
E) Business-level strategy

Question

Quizplus · Accepted Answer

Coca-Cola's introduction of Surge represents a business-level strategy, which focuses on competing within a specific market segment. By introducing a new citrus soft-drink, Coca-Cola was attempting to compete with other companies in the carbonated beverage market and attract customers who prefer citrus flavors.

When Coca-Cola Introduced Surge, a New Citrus Soft-Drink, What Type