aggressive and proactive” in going after school business” (Marion, 2000). In 2008, the company launched more than 700 new products globally, which was including more than 160 low or no-calorie beverage options (The Coca-Cola Company, 2009). This gives people more options to choose what they want, especially for those people who do not like to drink with too much sugar but water, so diet coke is not the only option for those people anymore. Furthermore, the company follows the mass marketing strategy. As all the products are non-alcohol and everyone can drink, Coca-Cola targets the whole market rather than and particular segment of the population. But this does not mean that Coca-Cola does not have its differentiation strategy to overcom drug that is a great concern in  e the whole market. For example, diet coke is not just market segmentation, it concerns with the value chain on purchasing Coca-Cola (see Appendix B) and Diet Coke in economic differences with purchasing, production cost, as well as marketing functional support cost (Peter, 1987). Coca-Cola has successfully segmented its market in diff drug that is a great concern in  erent products. The company stays the No.1 of selling the sparking beverages, juice and juice drinks, as well as No. 2 in sales of sports drinks and No. 3 in sales of bottle water (The Coca-Cola Company, 2009) Coca-Cola uses the same strategy to market and formula it’s business: “One sight, one sound, one sell” (David, 1996). The Coca-Cola Company operates its business in multiple geographic areas such as Eurasia & Africa, Europe, Latin America, North America and Pacific. At the beginning of 2007, the company decided to change the operating structure, combining Eurasia and Middle East Division, and the Russia, Ukraine and Belarus Division, and, with the India Division to form the Eurasia operating segment; and combined the China Division and the Japan Division with the remaining former East, South Asia and Pacific Rim operating segment to form the Pacific operation segment. This was completed by the year end of 2007. (The Coca-Cola Company, 2008) On the oth drug that is a great concern in  er hand, Warren et al.(2001) claims that the positioning and strategy are being used in same condition in all countries and it shows a global image of fun, good times and enjoyments. Coke is “The rea drug that is a great concern in   thing” and unique. Coca-Cola has being positioned with a low/no tech product, and “it’s flavored, carbonated, sweetened water in a plastic, glass and metal container”(Warren et al., 2001). However, despite aims to reach consumers’ desire, there was an interesting problem came out from its positioning. For instance, according to Madden (2007), Diet Coke and Coke Zero (see Appendix B), although Diet Coke is not only aimed to sell to women on purpose, 80% of Diet Coke sales are t>