Individual Project Research Paper Example | Topics and Well Written Essays - 500 words

Individual Project - Research Paper Example In fact, it is among the six sponsors at Partner level in sponsoring the FIFA World Cup. This level is the highest sponsorship level at the FIFA World Cup and comes with the highest cost among all sponsors. In the 2010 FIFA World Cup in South Africa, Coca-Cola enjoyed association with FIFA and exclusive marketing assets as a marketing strategy. Therefore, a crucial consideration would be the significance that this marketing strategy has on the company. The proposed research question is: â€Å"How did the marketing of Coca-Cola at the 2010 FIFA World Cup affect its performance?† To answer this question, datasets on the company’s performance indicator would be retrieved. In this paper, cash flow was used as the performance indicator. Dataset on cash flows for Coca-Cola Company was retrieved from the quarterly financial reports of the company as posted on its website and reported by the media. To further objectively answer the research question, it would be helpful to compare the cash flows posted by Coca-Cola to the costs it incurred in its marketing during the period under focus. These datasets on cash flows and marketing expenditure for Coca-Cola are publicly available. From Bloomberg, Stanford reports that together with the other five partners, Coca-Cola raised between $24 million and $44 million. This is an immense expenditure for the six companies, including Coca-Cola. From the dataset on the quarterly financial postings of Coca-Cola, the cash flows before the 2010 FIFA World Cup were $1.3 billion and $4.3 billion in the first and second quarters respectively; the sales volume during the tournament were $7.2 billion in the third quarter; and the sales after the FIFA World Cup was $9.5 billion in the fourth quarter (Coca-Cola). This indicates a tremendous increase in sales during the tournament and subsequent periods. Consistent results were posted on Bloomberg. From this online dataset,