...Karlsson EUC Nordvest Højere Handels Eksamen T-25 Vejleder: Dennis Jakobsen Problemformulering Lav et kort virksomhedsportræt af Coca Cola og redegør for deres CSR politik herunder: * Vision * Mission * Værdier Lav en analyse af virksomhedens CSR og dens praktiske anvendelse af CSR. Vurder på baggrund af analysen om der er sammenhold mellem deres CSR politik og deres praktiske anvendelse af CSR, samt Coca Colas fremtidige strategiske muligheder. Abstract This paper investigates how much and in which ways Coca Cola Enterprises uses CSR. The importance of CSR has grown over the last couple of years, and with the major brand Coca Cola has, it is of great importance to Coca Cola Enterprises. With Porter’s Five Forces I have analyzed the competition on the market, and which advantages it gives Coca Cola Enterprises when they use CSR. I have also used Porter’s generic strategies and through analysis I figured out which strategy Coca Cola Enterprises use. Coca Cola Enterprises uses the strategy called differentiation. This strategy is making customers prefer your product, and giving it a special value to the customers. CSR is about taking responsibility, and Coca Cola Enterprises does that. They do that in many ways for example with sustainable bottles and cans. The result shows that Coca Cola Enterprises uses CSR a lot. Through the analysis I have come forward to that Coca Cola Enterprises especially uses CSR in their marketing. This paper also shows that...
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...TOWS Development November 5, 2013UncategorizedGroup Threats 1. Competitors ( e.g Tesco using their own brand) 2. Possibly some marketing restrictions from the ASA or the European Union. (for making unproven claims such as calling their products “superfoods” without backing it up by any medical science) 3. Recession/economy slowing down/ consumers spending less money in supermarkets Opportunities 1. They could improve their brand by making their own store (juice bar) 2. Being mostly owned by Coca Cola creates many opportunities to operate internationally 3. Government and the EU passing legislation to promote healthy food/drinks Weaknesses 1. High price 2. Do it yourself (People making juice themselves because it is much cheaper) 3. Allergy to certain fruits Strengths 1. Being known as a friendly environmental company (Good Reputation) 2. Widely known brand (Majority of the market) 3. Seasonal Products (Innocent Big Knit) 4. Wide range of products Threats and weaknesses 1. Innocent can manage their threats and competitors by lowering their price of products as they higher than supermarkets using their own brands such as Tesco. Also during the recession they could make extra promotions to make it more affordable their consumers. 2. They can use the advantage of convenience when facing DYI products. Also promoting them as a healthy company that operates with government schemes could boost their sales even though their prices seem higher. Weaknesses and opportunities ...
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...Social Media Business Success Professor Brown Group Five Table of Contents Introduction……………………………………………………………………..1-3 What is Social Media Marketing………………………………………………..4-5 Social Media Success story……………………………………………………..5-7 Interview………………………………………………………………….……7-10 Social Media Do’s………………………………………………………….….7-10 Social Media Don’ts………………………………………………………….11-12 Why the principles are central to good social media………………………...12-13 Summary……………………………………….………………………………..13 References………………………………………………………………………..14 Social media is a popularity tool for individuals and business. As an experiment in the infancy of globalization it has outgrown its original hypothesis’. If sites such as Facebook were their own countries, they would be placed in the podium of power internationally. (Divol. 2012) So, it would be safe to assume that star power is worth its, time spent creating. By publishing high quality work and building a massive amount of followers; your audience will share your information with their audience. (Gunelius, 2013) However, from a marketing stand point business can’t rely on social media alone. “If you spend all your time on the social Web directly promoting your products and services, people will stop listening. You must add value to the conversation. Focus less on conversions and more on creating amazing...
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...market changes, socio-economic changes and globalization. An external analysis of the soft drink industry is performed to understand the impact of environment. An internal analysis of Coca-Cola is performed to understand the internal capabilities. The conclusion of this case study emphasizes that the company needs to reduce its dependence on carbonated beverage and diversify its product portfolio into the noncarbonated sector to remain competitive. 2 Table of Contents Abstract .............................................................................................................................. 2 Section 1: Introduction ................................................................................................... 5 1.1 1.2 1.3 Mission and Objectives ........................................................................................ 6 Past and Present .................................................................................................... 7 Products and Competency .................................................................................. 11 Section 2: Internal Analysis...
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...market changes, socio-economic changes and globalization. An external analysis of the soft drink industry is performed to understand the impact of environment. An internal analysis of Coca-Cola is performed to understand the internal capabilities. The conclusion of this case study emphasizes that the company needs to reduce its dependence on carbonated beverage and diversify its product portfolio into the noncarbonated sector to remain competitive. 2 Table of Contents Abstract .............................................................................................................................. 2 Section 1: Introduction ................................................................................................... 5 1.1 1.2 1.3 Mission and Objectives ........................................................................................ 6 Past and Present .................................................................................................... 7 Products and Competency .................................................................................. 11 Section 2: Internal Analysis...
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...Running head: THE COCA-COLA COMPANY The Coca-Cola Company 1 Running head: THE COCA-COLA COMPANY 2 The Coca-Cola Company: History and Strategy The Coca-Cola Company is one of the oldest and largest beverage companies in the world. Its success has primarily been due to its ability to evolve along with consumer demands and markets. Through its failures and successes, Coke has become one of the most successful and most recognized brands in the world. History of Soft Drinks Relative to the history of the world, soft drinks are relatively new and have become one of the largest industries in the world. The term “soft drink” refers virtually to any drink that is not hard liquor and people of desire to drink natural carbonated water since the time of the Romans. Carbonated water had always been related to health through mineral baths and thus created the notion that if it was good to soak in it, then it must be better to drink it. By the end of the 1700s, scientists had discovered how to take carbon dioxide, infuse it into plain water, and create bottled carbonated water. It did not take long before people desired this health drink to be flavored and in the late 1700s citric acid was added from lemon juice that open the gate for the creation of carbonated lemonade in England. By the mid and late 1800s, popular soft drinks such as ginger ale and root beer were sold on the market as health elixirs much like today’s sports drinks. A pharmacist named Charles...
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...PepsiCo – CocaCola Case Write-Up 11/09/15 Danny Blanks Ben Crook Will Dauterive Alberto Fernandez Zijian “Justus” Jia Case Questions Coke vs Pepsi 1) What is EVA? What are the advantages and disadvantages of using EVA as a measure of company performance? EVA stands for economic value added. EVA is a value based financial performance measure based on Net Operating Profit after Taxes, the invested capital required to generate that income, and the WACC. The primary advantage of EVA is that it provides a measure of wealth creation that aligns the goals of divisional or plant managers with the goals of the entire company. A primary disadvantage with EVA is that it struggles to control for size differences across organizational units compared to Return on Investment (ROI). Another disadvantage with EVA is that numbers can be easily altered or manipulated to boost EVA, therefore painting a better picture than what actually exist. EVA also places a large emphasis on producing immediate results, thereby creating a disincentive for management to invest in quality projects. 2) Please examine the historical performance of Coca-Cola and PepsiCo in terms of EVA. What trends do you observe? What are the factors behind those trends? What do you think are the key drivers of EVA? Through observing EVA for Coca-Cola and PepsiCo, we noticed a few things. First, Coca-Cola’s EVA seems to be more stable, but PepsiCo, which although was negative from 1994-1997...
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...When Brand Power Threatens Brand Extension There are two brands that I deter my MBA students from referring to in class. The first is CocaCola. Quite simply, Coke is the alpha of branding. And any reference to Coke usually ends up ridden with cliché’s and strategically void. If anyone ever begins a presentation on brands by talking about Coke you are in for a dull ride. The second unmentionable brand is Virgin. Inevitably the Virgin name comes up as soon as the topic of brand extensions and portfolios is mentioned, primarily because Virgin has been involved in more brand extensions than any other major brand in the past 20 years. The resulting portfolio of more than 200 different corporate entities breaks every established strategic guideline for extension and my students love nothing more than asking: "But how do you explain Virgin's success?" The simple answer is that I do not have to, because although Virgin does indeed extend its brand a lot, it rarely does so successfully. Fortunately for Virgin, Sir Richard is a consummate showman. Most business journalists confuse prevalence and proliferation with performance and power. Superficially at least, a brand portfolio that includes radio, beverages, cosmetics and airlines is a testament to the power of the Virgin brand. The launch of Virgin Mobile USA as a joint venture with Sprint PCS merely extended this remarkable track record while further obscuring the sad truth at the core of the Virgin brand. The purpose of brand extensions...
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...TERM PROJECT MARKETING STRATEGY 1 Marketing Strategies Of Coca Cola PRESENETED TO: MR. SUFIAN AHMAD PRESENTED BY: Sami Ullah Khan 27s-640 2 TABLE OF CONTENTS CONTENTS 1. 2. 3. 4. Acknowledgement. Mission statement Introduction. Coca Cola. a. Coca Cola International. b. History. 5. Management. 6. Market share. 7. Financial report. 8. Dividends and Cash Plan. 9. Products. 10. Strategic planning. 11. Bottlers owned by Coca cola 12. Coca Cola Pakistan. 13. Major Competitors a. Pepsi b. History. c. Financial assets. • Market share. • Financial report. • Products. • Methodology 14. Some basic information regarding marketing of coke a. Target market: b. Major segments: c. Factors effecting sales: d. Major competitors: e. Strategies of quality: f. Threats from competitors: g. Targets that would like to attain: h. Expanding target market i. Threats and opportunities for price: j. Strategies of getting goals i.e. “high profits”: k. Marketing strategy: l. Expectations for the coming year: m. How coke determine the yearly budget: 15. Marketing strategies 16. Pest analysis . 3 DEDICATION This report is dedicated to my beloved parents, Who educated me and enabled me to reach at this level. 4 ACKNOWLEDGEMENT We think if any of us honestly reflects on who we are, how we got here, what we think we might do well, and so forth, we discover a debt to others that spans written history. The work of some unknown person makes our lives easier everyday. We believe...
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...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. 3.2. Vision & mission .......................................
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...emerging markets . In 2004 became the second largest market in beverages in US. Controlled by a few food and beverage companies .Three giant competitors –Coca-cola, PepsiCo, Nestle.. REASONS FOR EMERGENCE Increased focus on fitness and health Safety concerns of municipal drinking water Convenience, purity and portability of bottled water Improved consumer awareness of need for proper hydration Chemical taste of tap water including chlorine and fluoride that was a great problem to US people. DISTRIBUTION AND SALE EASY AVAILABILITY DISTRIBUTION VARIED DEPENDING ON THE PRODUCER EASY DISTRIBUTION FOR COCA COLA AND PEPSI NEGOTIATED CONTRACT TRENDS Four dominant players were COCACOLA, DANONE, NESTLE AND PEPSICO PepsiCo and coca cola became global. Introduction of functional mineral water(very profitable innovation),PepsiCo was the first among the competitors Nestle became largest food company SWOT ANALYSIS STRENGTHS The lifestyle of people is changing Demand is increasing day by day in the bottle Water. Convenience, purity and portability can be the strengths of bottled water Better...
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...International Trade & Academic Research Conference (ITARC ), 7 – 8th November, 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...
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...The Marketing Review, 2003, 3, 289-309 www.themarketingreview.com Demetris Vrontis1 and Iain Sharp2 Manchester Metropolitan University Business School and Legal and General The Strategic Positioning of Coca-Cola in their Global Marketing Operation Examines how Coca-Cola has strategically positioned it self within the world’s soft drinks market. Given that they operate in over 200 countries, they are faced with a clear choice of whether to standardise their product offerings globally and reap the potential benefits of economies of scale, adapt their offerings to a particular market (which may facilitate increased market specific penetration), or adopt an integrated approach utilising both approaches simultaneously (Vrontis’ AdaptStand approach). There has been much literature written regarding the external and often uncontrollable factors which may impact upon a firms positioning strategy; this paper looks at these externalities and the internal controllables in order to derive a ‘best fit’ strategic and tactical approach. Moreover, this paper looks at the strategic international positioning of Coca-Cola by utilising a number of models. Keywords: Coca-Cola, global, international, strategy, positioning, adaptation, standardisation, AdaptStand, AdaptStandation, international, marketing, Introduction If we consider business to be akin to war, then perhaps there is no better starting point than the writings of Sun Tzu [circa 400-320 B.C.]. ‘The Art of ...
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... 1.1.4. Innovation and Learning Perspective: 2 1.2. Balanced Scorecard efficacy as a strategic control tool: 2-3 1.3. Conclusion: 3 Question 2: Coca-Cola’s Strategies: 4-5 2. Introduction: 4 2.1. Coca-cola’s Strategies: 4-5 2.1.1. Generic strategies: 4 2.1.2. Grand strategies: 5 2.1.3. Conclusion:...
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...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 CEOs and top management teams of large corporations, particularly in North America, Europe, and Japan, acknowledge that globalization is the most critical challenge they face today. They are also aware that it has become tougher during the past decade to identify internationalization strategies as well as with whom to do business (Krishna, 2005). Entering into a foreign market is like...
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