...E J U L I E J AC O B S S É B AS TI E N M AG E R M AN M AR G AU X M O M M E N X AVI E R V AN S NI C K J I M M Y ADVANCED MARKETING – MS. ROTHENBERGER SOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENT 2014-2015 T A B L E O F C O N T E NT S 1. 2. Executive summary ................................................................................................................3 Environmental analysis ...........................................................................................................4 2.1. 2.2. Macro-Environmental Factors .......................................................................................4 Micro-Environmental Factors: Industry Analysis...........................................................5 Threat of new entrants –Low Pressure ..................................................................................5 Power of suppliers – Low Pressure.........................................................................................6 Rivalry of existing firms – Medium To High Pressure ............................................................6 Threat of substitute – High Pressure ......................................................................................7 Power of buyers – Low Pressure ............................................................................................7 3. Marketing Strategy .................................................................................................................8 3.1. 3...
Words: 7976 - Pages: 32
...Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China Section the basic situation of Coca-Cola Company 1. Coca-Cola and the company's produce Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention. "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century. In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120 bottling...
Words: 3232 - Pages: 13
...Coca-Cola Marketing Study Exploring Opportunities In India Agenda • Introduction • Challenges Faced • Opportunities Explored • Planning & Strategy • Actual Implementation & Results • Current Scenario & Future Prospects Coca Cola – The Company Coca Cola Worldwide • It was founded by John Pemberton in 1886 • It is No 1 nonalcoholic beverage company with a market share of with a 52% • It is the largest brand in the world with a brand value of 67 billion dollars. • It has its footmark in more than 200 Countries. Mission • • • • To refresh the World. To inspire moments of Optimism To create Value and Make a Difference The Coca Cola promise simply says - The Coca Cola Company exists to benefit and refresh everyone who is touched by our business. Coca Cola in India • • • • • Entered the India market in early 1790’s. Closed down it operations in India in 1977. Came back to India in 1993. Has a market share of 51%. Created a direct employment of 25,000 people & indirect employment of 1,50,000 people. • Hindustan Coca Cola Beverages is a 100% owned bottler. Challenges Faced Re-entry in India • Late comeback of Coca Cola after PepsiCo had already arrived in Indian market • Pepsi’s head start as a disadvantage for Coca cola’s brand awareness • Acquisition of Parle • “Thumbs Up or Coke” decision • Competing with the help of Thumbs Up in the Cola war Beverages Market in India • No profitability after establishing presence against competition • Marketing...
Words: 688 - Pages: 3
...U06a1 – Integrated Global Marketing Case Study The Coca-Cola Company Terry D. Copeland Capella University MBA 6012 June 28, 2013 Company Selection and Overview The Coca-Cola Company (Coca-Cola) was first established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Initially distributed at Jacobs’ Pharmacy for five cents a glass, the fledgling company sold just nine glasses of Coca-Cola a day for the first year (Coca-Cola, 2013). By 1891, Atlanta businessman Asa Candler, a prolific salesman, acquired the rights to the business for $2300; and as the company’s first president, his vision to transform Coca-Cola from an invention into a national brand was set in motion. He immediately recognized the potential of the new company and began to implement the marketing strategy that propelled Coca-Cola to its current standing as the world’s leading manufacturer in the beverage industry producing over 500 brands in over 200 countries with an estimated 1.8 billion servings consumed per day all over the world (Coca-Cola, 2013). Candler initially gave away coupons for complimentary first tastes, and outfitted distributing pharmacies with clocks, urns, calendars, and apothecary scales bearing the same red and white Coca-Cola script brand that remains as the world’s number one brand to this day (Coca-Cola, 2013). People saw the Coca-Cola brand everywhere, and by 1895, Candler had built syrup plants in Chicago, Dallas...
Words: 3486 - Pages: 14
...Business 4-Marketing Principles By: Contents Introduction 3 Task 1.1 4 Task 1.2 4 Task 2.1 5 Task 2.2 6 Task 2.4 7 Conclusion 8 References 9 Introduction This discusses the details of marketing principles and this assignment has considered Coca cola, a company which is in the soft drinks industry as the base. This includes evaluation of benefits and costs of a company being market oriented and the deviation from its core activities. Further this discusses the micro and macro factors that affect Coca cola and how the marketing decisions should be taken considering these factors. The segmentation aspect which is adopted in Coca cola is discussed here. And effective strategies adopted in a company lead the company to achieve competitive advantage is been highlighted in this assignment. Further Targeting strategies, buyer behaviours that impact Coca cola is been discussed along with proposition for new positioning of the beverages of Coca cola. The distribution also plays a major part in a company’s marketing activities. And the strategies used by Coca cola are discussed here with the setting of prices with the aim of achieving objectives and the promotional activities adopted are discussed here. Additional elements of marketing mix, and the different strategies that should be adopted when selling to businesses rather than customers and the strategies that are used in international marketing are discussed in this assignment. About Coca Cola The company Coca Cola started...
Words: 2828 - Pages: 12
...Coca-Cola: International Business Strategy For Globalization Dr. Michael Ba Banutu-Gomez, Professor, Management and Entrepreneurship, William G. Rohrer College of Business Rowan University, Glassboro, NJ ABSTRACT The purpose of this research was to analyze the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. However, the author learned that CocaCola did not effectively utilize all of the strategies in each country. Key Words: Coca-Cola, International Business, Strategy, Globalization, International Marketing, Labor Relations, Distribution, Diversification, Management, Channels, Costs, Gains and Collaboration. INTRODUCTION...
Words: 9970 - Pages: 40
...Strategy-Enviroment Fit The Coca-Cola Co. The biggest multinational beverage company Coca-Cola was born in 1892 by Asa Griggs Candler in Georgia. Today The Coca-Cola company is selling more than 400 brands in 200 countries and 94% of the world population knows or heard about the Coca-Cola company by their product Coca-Cola, Coke, Cola or Coca etc., possibly it is the most recognized carbonated beverage company in the world (Sivny 2007). According to Journal of American Business review, what makes the Coca-Cola Company successful in the global food industry is their strong global strategy that based on four powerful strategic foundations: labor and management strategy, collaborative, marketing and differentiation strategy (2013). When companies start to operate internationally they have to decide how to staff their facilities by choosing from three frameworks that covers international employment: ethnocentric, polycentric and geocentric staffing approaches. One of the key to success of the Coca-Cola Company is implementing the geocentric approach to their staffing strategy, which is choosing the best mixture of home, host-country and third party managers to manage the operation. According to Statista, statistic shows that the number of employees of the Coca-Cola company worldwide is 130.6 thousand in 2013 (2013). One of the Coca-Cola’s mission towards their employees is to create a better working place, and inspire their employees with the best working environment...
Words: 1063 - Pages: 5
...Coca Cola and Social Media Marketing Chris Wharton University of Redlands Principles of Marketing BUSB 340 Vernon Stauble 7/28/2011 This paper will define the concept of social media marketing and briefly discuss some strategies associated with the concept. In addition, the paper will discuss how Coca Cola implements social media marketing into their current advertising campaign. Now let us define social media marketing. Social media marketing is described by (Grant, 2010) “as a term that refers to using social networks such as Twitter, Facebook, You Tube, and Digg, as well as blogs, forums and other online communities to reach online consumers.” Social media marketing has given companies a profound opportunity in reaching mass consumers in all geographic locations throughout the world. All at the touch of a button. This type of media advertising has had a profound affect on marketing concepts and strategies in bringing new consumers through the corporate gates. Now lets analyze some common goals that enable the sale of goods and services through social media marketing. One of the most common goals is to increase brand awareness throughout communities. Coca Cola launched a marketing strategy in 2010 that encompassed a global effort in reaching societies throughout the world. The operation termed, “Expedition 206” encompassed sending the companies three “happiness ambassadors” armed with laptops, video cameras, and smart phones to document their findings...
Words: 764 - Pages: 4
...COCA COLA CASE STUDY « Think global, act local » T. Levitt 1) What is the primary basis for Coke’s past international marketing success? Is it only advertising? The Coca Cola Company expanded slowly abroad in the early 1920’s. Coca Cola presented the beverage with different logos which are culturally symbolic. However the true growth of Coca Cola beverages in the world had been possible during the World War II. Coca Cola Company delivered beverages to the US soldier in Europe and Asia. Marketing: understanding the market Marketing philosophy: A good understanding of customer needs and providing a good offer. Coca Cola: in America is a ritual, you open the fridge and drink a coca cola. Abroad, drink coca cola is to live the American dream. Many will say that it is the level of advertising. But the better answer may be the consistent and effective, locally oriented global marketing, aimed carefully at targeted markets around the globe. Coke and other brands have become leaders in their product categories by understanding consumer motivations and desires and by creating relevant and favorable image associations. Image association: Pavlov theory Cowboy Marlboro Coke Soft drinks Cigarette Pleasant There is nothing fly-by-night in such activities. 2) Given the growing political and economic uncertainty, what changes can Coke make to its global marketing strategy? During the 1990’s, the marketing strategy of Coca Cola Company was described by...
Words: 795 - Pages: 4
...Coca-Cola’s Marketing Plan: Phase III Laura Darby, Paula Coletti, Mira Walker, Victor Torres - Rosario, and James Rowan September 6, 2010 MKT/421 Henry Weber Product Life Cycle and Factors All products move through stages called the product life cycle. There are four stages that a product will follow. The stages are market introduction, market growth, market maturity, and sales decline (Cannon, McCarthy, & Perrault, 2009, p. 261). Different products will move through the life cycle at a different pace and there are certain factors that will affect its movement. “Kick’em Back” will begin in the market introduction stage of the product life cycle. Customers do not know about the product and are not looking for the drink. During this stage, Coca-Cola will likely lose money because they are investing in the product and receiving little sales. “Kick’em Back” should move quickly through this stage because Coca-Cola is a large, “well known” company, and they have many resources to advertise to the public. As “Kick’em Back” enters the second stage, market growth, sales will quickly rise. The company should move through the stage slowly because customers will be satisfied with the product and continue to buy it. As competitors begin to enter the market, they will try to copy the product or make it better (Cannon, McCarthy, & Perrault, 2009, p. 262). At the end market growth, sales and profits will decline for Coca-Cola. According to Cannon, McCarthy...
Words: 1570 - Pages: 7
...Case Study: Coca-Cola OL – 421 INTRODUCTION: The Coca-Cola Company, an Atlanta based beverage giant, has spent the last 127 years refreshing the world, one Coke, one beverage, at a time. The evolution of The Coca-Cola Company is a true story of success, success that is contributed to producing quality products that people want, genius marketing, and effective corporate strategic planning. At Coca-Cola’s inception, only 9 servings of Coke were sold per day, and today, 10,450 Coca-Cola beverages are consumed each second; Coca-Cola is what success tastes like. Coca-Cola is the world’s largest beverage company and is strong all the way around, their financials are sound, they have a strong management and marketing team, and they produce products that people want and in some cases need. Although, even a successful company can come tumbling down, and in order to stay ahead of the competition and to continue revenue growth, I would advise the company to seek out additional business strategies in which I will explain in depth in the following sections. CURRENT MISSION, GOALS AND STRATGIES: Coke’s mission is to, “refresh the world, inspire moments of optimism and happiness, and to create value and make a difference.” The company’s goals include maximizing growth and profitability to increase shareholders’ wealth. The strategies that The Coca-Cola Company are currently pursuing to achieve these goals include: (1) product innovation; (2) creating...
Words: 1907 - Pages: 8
...DEVELOP ORGANISATIONAL MARKETING OBJECTIVES 1. Evaluate how effective Coca-Cola has been in their marketing strategies in terms of product positioning in regard to their products and services Who/How/Where Coca-Cola positions themselves: Coca-Cola is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in the world. There is a great variety of brands offered by Coca-Cola throughout the world like Diet coke, sprite, Fanta, Rc cola, Minute made etc. You can find the Coca-Cola soft drinks anywhere in every country of the world. Advertisements for Coca Cola started on the radio in the 1930s and on the television in 1950. Currently Coca-Cola is advertised on over five hundred TV channels around the world including Viral and Outdoor media. Coca-Cola has positioned themselves too market toward a certain age group, this age group is youths from 15-25 but they also have a unique way of marketing which also reached the 40+ audience. Targeting youths, they base their strategies on entertainment and for the older generation their marketing strategies are mainly about the family drink, which is low cost and convenient. Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of their consumers and can be described as how the product is...
Words: 1297 - Pages: 6
...2012, London.UK. COCA-COLA: International Business Strategy for Globalization Michael Ba Banutu-Gomez William G. Rohrer College of Business, Rowan University, USA Key Words International Differentiation Strategy, Global Strategy, International Marketing Strategy, Culture in International Marketing Strategy, Coca-Cola Strategy, International Distribution Strategy, Choosing Distributors and Channels, The Challenge of Distribution, Hidden Costs And Gains In Distribution, International Collaborative Strategy, International Labor Relations and Management Strategy, and International Diversification Strategy. Abstract The purpose of this research was to analysis the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries...
Words: 10141 - Pages: 41
... An Analysis of Marketing Strategies of “The Coca Cola Company” Lecturer: Phan Kim Thoa Vice Dean Of Faculty Of English For Specific Purposes Hanoi, 29th October, 2014 MEMBERS: Hoang Le Minh Ngoc Nguyen Minh An Hoang Thai Anh Vo Tran Hai Bang Nguyen Quang Thai Tran Viet Anh Content I. Marketing Concept 1. 4P of Marketing Mix 2. 4P & 4C of Marketing Mix 3. 7P of Marketing Mix II. Introduction about "Coca Cola Co., Ltd " III. Background IV. Marketing strategies 1. What is the business strategy? 2. Strategic objectives 3. Marketing strategies V. Effective of media and advertising 1. Global Advertising 2. Global Branding VI. Conclusion VII. References I. Marketing concept What is marketing ? "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." - The official academic definition from The Chartered Institute of Marketing (CIM). So we can understand that “Marketing” means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behavior. Marketing value An...
Words: 4107 - Pages: 17
...Cola Wars Tonya Hall October 1, 2012 Executive Summary Coca-Cola Company is a leading manufacturer, distributor, and marketer of non-alcoholic drinks in the United States and all over the world. It is a multinational company that has market presence in almost all countries of the world. The company has also diversified from its initial soft drinks to manufacture fruit juices and other non-soda beverages. Its objective has been to maintain its global leadership in the supply of beverages and other non-soda beverages through maintaining high quality production methods that ensure that the name and products remain a household brand. Coca-Cola Company I. Current Situation The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. It is one of the most recognized soft drink brands in the world. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John S. Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated the Coca-Cola Company in 1892 (“Coca-cola management”, 2012). Asa Candler heavily promoted his product through the distribution of coupons for complimentary glasses of Coca-Cola and the distribution of souvenirs depicting the company trademark. Within three years of incorporation, Asa Candler announced that the beverage was being consumed in every state and territory...
Words: 3235 - Pages: 13
