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Coca-Cola is not only a popular beverage brand, but also a company that supports young talent through a competition where they solve complex case studies. This initiative serves as preparation for future work in strategic management fields. Contestants could choose from six challenges focused on HR, marketing, sales, finance, innovation and digital, and communications.

This year, the University of West Bohemia was represented by a four-member team consisting of Jakub Koutník, Mikuláš Mazanec, Lukáš Marek from the Faculty of Economics and Matouš Hora from the Faculty of Engineering. They decided for a marketing challenge, which was currently connected to the Ice Hockey World Championship in the O2 arena in Prague. Their task was to create an event marketing campaign including an LED ring, screens in the stadium and a fan zone. The goal was to attract new fans, build relationships and increase sales of Coca-Cola beverages.

They used their previous experience from the study of marketing to work on the task. They incorporated tools such as logical framework, SWOT analysis and buying personas into the plan. After sending the documents to the jury, they were invited to the final round in Prague as one of the top 5 teams. A ten-minute presentation was followed by a block of questions from the expert jury. The judging was close and the ZČU team came in a great 4th place.

In addition to valuable experience from the competition, the participants also took away important contacts to representatives of various departments directly in the Coca-Cola company. We thank all participants for their participation and congratulate them on their placement!