convenience and time saving, such as help the billing or regularly delivery (Joseph et al., 1993). Though the company is earning good profit, innovation is still one of the important strategies to gai Abnormal Psychological Disorders n more wealth. Different new products and packages could attract people to buy. For instance, if companies want to run success business, they must know how to dissolve in different culture. Coca-Cola knows people from different culture, using its innovation to mix different cultures and flavours to Abnormal Psychological Disorders gether to make new product (e.g. with the European launch of Jianchi, a new drink inspired by the ancient principles of traditional Chinese wisdom (The Coca-Cola Company, 2009)). The Coca-Cola Company aims to focus on market and work smart. Generally, comparin Abnormal Psychological Disorders g with old generation, Coca-Cola seems more popular in the younger groups. Especially they put vending machines in schools to gain more profit. “A Coca-Cola official said that his company would “continue to be very 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 mu Abnormal Psychological Disorders ch 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 overcome the whole market. For example, diet coke is not just market segmentation, it concerns with the value chain on purchasing Coca-Co Abnormal Psychological Disorders la (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 different 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)>