...Coca-Cola’s globalization and its main strategies by Olga Skuratovska Management 502 (MGT502) Professor Claudia J.Ford October 15, 2014 Olga Skuratovska Skuratovska1 Professor Claudia J.Ford Management 502 (MGT502) October 15, 2014 Introduction For my business case study research paper I chose the Coca-Cola Company. I went through a lot of information about the company, I learned the company’s history and analyzed their main strategies that made Coca-Cola one of the most successful and recognized beverage company in the world. “The Coca-Cola Company, founded in 1886, is the world leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. It currently operates in over 200 countries worldwide and is most famous for the innovative soft drink, ‘Coca-Cola’, but can now boast in the region of 230 different brands (www.coca-cola.com). Its headquarters are in Atlanta, Georgia. Its subsidiaries employ nearly 30,000 people around the world. 70% of the company volume and 80% of the company profit come from outside the United States. It is one of the most visible companies in the world. Their Coca-Cola product is now available all over the world and has resulted in the drink becoming the world’s...
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...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...
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...I. Executive Summary Coca Cola is one of the largest leading beverage company that produce products such as water, juice and juice drinks, sports drinks, energy drinks, teas and coffees. Coca Cola products are distributed through restaurants, grocery markets, street vendors, and others, all of which sell to the end users: consumers. Coke is increasing investments in bottling investments, front-end capability, equipment and people. Coke’s long –term bottling strategy is to reduce ownership interest in bottlers and sell the companies interest to investee bottlers. Coca – Cola Company has two major rivals: PepsiCo and Cadbury Schweppes PLC. PepsiCo is a fierce competitor in the beverage industry’s two fastest growing categories: water and sport drinks. Cadbury Schweppes PLC is the world’s largest confectionery company and has a strong regional beverage presence. In order for Coca – Cola to compete with PepsiCo, Coke should also focus in making a sport drinks. Consumers now a day is so conscious of their health that they buy sport drink in order to energize them to exercise more. Coca Cola should produce beverage such as sport drink in order to attract consumers to but their product instead of PepsiCo. This case answers, How can Coca – Cola produce healthy products in order to lessen health problems that consumers are facing today, the use of plastic bottles in order to help the environment and to have a new line of energy drink that is less unhealthy...
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...Case Study: THE COCA-COLA COMPANY Ian Christopher Tapia Christine Joy Pabiton Edgel Perfinan Ma. Christina Gallaza INTRODUCTION The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta,Georgia. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler (December 30, 1851 – March 12, 1929), who incorporated The Coca-Cola Company in 1892. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments. Coca-Cola’s Background Information • Invented in May of 1886 by Dr. John Styth Pemberton • First glass sold for 5 cents at Jacob’s Pharmacy in Atlanta • May 29, 1886- first newspaper advertisement pronounced it “Delicious and Refreshing” Coca-Cola’s History • April 1888, Dr. Pemberton sold off his interest in Coca-Cola and passed away two days after. • April 1888, Asa Candler began buying up Coca-Cola shares • By 1892, Asa Candler was sole proprietor of Coca-Cola for a total investment of $2,300. Coca-Cola’s Growth ...
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...Taylor Levesque Case Study #2 – Alternative Marketing April 27th, 2014 Professor Milbourne Coca – Cola Happiness Machine Description: In 2010 Coca Cola developed a plan to reinstate the message Coca – Cola has had for quite some time “Open Happiness”. For this campaign they wanted to extend their digital content. Coke executives and their marketing team came up with the Happiness machine. The idea behind the Happiness vending machine was to express a real organic experience. How they executed this was by Placing a normal coke machine on a college campus and making it seem genuine by having the machine wide open while it was being stocked. When a student paid for a coke the machine continues to hand out more of its product for free along with other awesome surprises. The element of surprise and happiness this stunt created a new emotional connection with the brand to the given audience. Target: The audience for the Coca Cola happiness machine was a college campus that was coke affiliated and had heavy foot traffic. St John’s University in New York was the surprise location. This Target audience is a more specific for the product and brands target audience. Since Coca Cola target audience is much generalized. Connecting to a heavy traffic target audience on a college campus allowed them to create a more personalized emotional connection to a certain group of people. Also, it allowed them to create the bigger buzz they were looking for on social media and digital...
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...Coca cola case study In 2007, Coca-Cola began working in partnership with the Carbon Trust to calculate the carbon footprint of some of its most popular products in Great Britain. As part of this work, Coca-Cola Enterprises (CCE) piloted the Carbon Trust's product carbon foot printing methodology (PAS 2050). In March 2009, the carbon footprint of four brands (Coca-Cola, Diet Coke, Coke Zero and Oasis Summer Fruits) was published .The work that the Carbon Trust has undertaken with Coca-Cola in Great Britain is now being applied to a wider range of products and across European markets. The Carbon Trust has now licensed its Footprint Expert tool to Coca-Cola. During 2011 Coca-Cola will use the tool to repeat the carbon foot printing of the 14 products originally selected, as well as extending it to a further 36 products. Coca-Cola has launched Trace Your Coke, a new online tool to help consumers understand the journey and carbon footprint of some of its most popular products.In the distribution channels, the company has installed 2000 EMS-55 energy management devices in vending machines. These devices activate lights and adjust cooling based on use, leading to improved energy efficiency by up to 35 percent. In addition, the company installed 1,400 climate-friendly coolers at the 2010 Olympic Games to reduce greenhouse gas emissions by approximately 5,600 metric tons, the equivalent of taking about 1,200 cars off the road for an entire year. Finally...
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...Case study Coca-cola Industry The Competition among companies selling same or substitutes of a product is an important determinant of the performance of the companies. However, firmly established companies enjoy competitive advantages in the market hence leading to their stable existence. Among businesses that enjoy these benefits include the Coca-Cola Company. Coca-Cola took part in securing of its competitive advantages in lots of ways. The company’s history is a huge determinant the space Coca-Cola occupies when you talk of competitive advantages between businesses. It is so since it has created awareness for a long time and still spends heavily in the advertisement procedure. The companies also brand help improved competitive advantages since it has existence and adjusted with the change of taste and presences making it universally accepted hence improving its stakes in the competitive advantages among other companies. Coca-Cola has also implemented strategies that have helped its existence for the more than 120 years of existence. These policies have given the company a comfortable seat in the world of stock exchange. All these strategies are: a) Putting up a flexible structure – Coca-Cola has been able to cut costs so as to deal with hardship times in the market. It is an activity that not all companies can do lead to their dissolution and making Coca-Cola enjoy competitive advantages. It is all made possible since Coca-Cola has a broad scope of capital that would...
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...Case Study #2 Strategic Steps: In regards to each of the different groups and their problems, the following could be done for each. For the business partners, the company could begin to offer the partners rebates and other discounts on a regular basis to keep them happy and in contact with the company; they should also be given a decent amount of time to complete those tasks given to them. The employees should be given the opportunity to invest into the company that they work for by starting an employee stock ownership program. This is something I am currently a part of where I work and it keeps employees proud of where they work and concerned about the wellbeing of the company. Employees should also be given the chance to further their education if they would like and the company should offer a partial reimbursement for that. Consumers should expect a great product from Coca-Cola and they should have reason to be a loyal customer, the company should implement customer appreciation initiatives thanking the consumers for their patronage. The government can be an enemy and a friend depending on the situation and in order to be on the friend side, the company needs to provide the government with proper documentation to give them insight to the company’s finances. Coca-Cola’s initiative to be a friend to the environment would relieve concerns across the board. For the board of directors, they need to know that the company is thriving and has a plan for the future. They should reevaluate...
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... Int. Marketing Coca-Cola and PepsiCo. Case Study Hw#4 1. Q1. The key specific aspects of the political environment in India that have proven to play a critical role in the performance of both PepsiCo and Coca-Cola are ones that have portrayed India to be seen as unfriendly to foreign investors during years where imports were being banned from being sold in India. Coca-Cola chose to leave India in 1977 after a dispute with the government over its trade secrets and Coca-Colas refusal to cut its equity state to 40 percent. In 1991, a new government took office and introduced measure to stabilize the economy, which was appealing to foreign investors. 2. Q3. In terms of production policies, the two companies entered the market with products close to those already in the Indian market such as colas, fruit drinks, carbonated waters. They also entered the market introducing some new products such as sprite and their own brands of bottled water. Both companies have used promotional strategies to help their brand grow in India. PepsiCo gives away premium rice and candy with purchases of their product while Coca-Cola offers free passes, and special prizes like a vacation. PepsiCo and Coca-Cola have production plants and bottling centers in large cities around India for their wide range of distribution all over. Coca-Cola bought out Parle in 1993, and obtained its bottling...
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...Coca-Cola History Coca Cola is a Carbonated soft drink that is sold in stores of over in over 200 countries, it is produced in the Coca-Cola Company at Atlanta, Georgia. This company became a registered trademark in 1944. Originally Coca Cola was a patent medicine when it was invented in 1886 by John Pemberton, who fought in the civil war and wanted to create a product. He tried creating several drugs and selling them at various pharmacies, but he failed and therefore tried to enter the beverage market. However, he did not know how to advertise but luckily that was when Frank Robinson, an early marketer and advertiser come into the picture. Robinson designed the original and now world famous Coca-Cola logo and patented Coca-Cola’s formula....
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...facing The Coca-Cola Company in this case? Describe the “performance-expectations gap” found in the case—what were the stakeholders’ concerns, and how did their expectations differ from the company’s performance? Public issue is defined as any issue that is of mutual concern to an organization and one or more of its stakeholders. The public issue in this case was concerning the amount of water The Coca-Cola Company was using and how safe if was for its consumers, and the deprivation of water from local villagers in a town in Kerala, India. Also another issue was the amount of pesticide residues the Coca-Cola products contained. The performance-expectations gap is defined as when the performance from a company and the expected performance of that company by stakeholders are progressing on two different levels leaving space between them or a “gap”. The stakeholders’ concern is that with the amount of water Coca-Cola uses in its production of products it will cause a shortage in the amount of fresh water available to everyone worldwide. Their expectations are that the company is keeping up with making clean products that do not continue to cause harm to the environment. Stakeholders are expecting the business to be increasing performance as well as being economically friendly. 2. If you applied the strategic radar screens model to this case, which of the eight environments would be most significant and why? After applying the strategic radar screens model to this case the most...
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...Coca-Cola Company Case Study GB 518 Financial Accounting Principles and Analysis Kaplan University SUMMARY Accounting is an important aspect of business because it is the foundation that offers support to management for planning, and controlling activities as well as decisions. When an organization is doing business they need a way to keep score of operational financial activities. The purpose of my research paper is to discuss the details of my interview with an accountant at Coca-Cola Company, Atlanta headquarters. Mr. Joe Angus has worked with the company for twelve years and sat down with me for a 25 minutes interview in his office to eagerly share the accounting practices of the company, and the operating activities within the business that generates revenue and move the business forward. Company Overview The Coca-Cola Company is the largest beverage company in the world that provides consumers with more than 500 sparkling and still brands of refreshing drinks. While Coca-Cola is the most valued brand in the company’s portfolio, it features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitamin water, PowerAde, Minute Maid, Simply, Georgia and Del Valle. Globally, Coca-Cola Company is the number one provider of sparkling beverages, ready-to-drink coffees, juices, and juice drinks. Throughout the world’s largest beverage distribution system, consumers in more than 200 countries enjoy Coca-Cola Company beverages at a rate of more...
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...Running head: COCA-COLA ETHICAL ANALYSIS Coca-Cola Ethical Analysis Coca-Cola Coca-Cola is a reputable company that has been a recognizable brand in the United States since it’s creation in the late 1800s. Rapidly expanding in the international market, Coca-Cola has proven to their competitors they are innovative, forward-thinking, and here to stay. After the untimely death of CEO, Roberto Goizueta, Coca-Cola has experienced various ethical dilemmas. These ethical dilemmas have had a direct impact on Coca-Cola’s business relations, stakeholders, corporate culture, and financial advancements. By thoroughly examining ethical issues of the past, resolving legal grievances, and consulting third party organizations Coca-Cola is striving to regain the trust of consumers and business partners worldwide. Background Stakeholders are various parties who are directly or indirectly affected by the decisions and/or actions of a company. Throughout Coca-Cola’s history their business endeavors have had both positive and negative impacts on members of society. The primary stakeholders such as; employees, customers, investors, government agencies, community organizations, and shareholders are essential for a business to survive. However, the direct impact a company may experience from the influence of secondary stakeholders such as; media, trade organizations, and special-interest groups may also contribute to a company’s downfall. The constant changes in top level...
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...1. Public issue: Using dangerous amount of water, leading to depletion of ground water for local communities 1. Water scarcity 2. Dangerous levels of pesticide residues in its products 3. Bottling plants use too much water, depriving local communities of supplies for drinking and irrigation Stakeholders concerned: 1. Local communities 2. Bottling plants (i.e. Kerala) 3. TCCC’s operating groups 4. Franchises 5. Governments (i.e. UN) 6. Activist groups 7. General public (i.e. schools, colleges) 8. World Wildlife Fund 9. Nature Conservancy 10. World Business Council for Sustainable Government 11. UNESCO 12. CARE 13. India resource Center Expectation vs Performance: Expectation of stakeholders for TCCC to carry out services in ethical manner by not depleting community water and serving harmful pesticide. Water was an emerging concern for the world’s leaders as consumption was growing at an unsustainable rate of growth, leading to billions of people worldwide lacking access to safe drinking water. Acute water shortages were predicted to affect 1/3 of the world’s population by 2025. The UN highlighted water stress as a cause for diseases, rising food prices and regional conflicts. TCCC and its bottlers use around 80 billion gallons of water worldwide every year. Water supplies is an essential part of its business, being used in practically every aspect of its business from manufacturing processes to the production...
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...Introdução à Gestão Professor Dr. Luís Mira Amaral Licenciatura em Engenharia e Gestão Industrial Marketing O Caso da © Diana Rodrigues (76362) | Dinis Santos (76438) | Inês Pinho (76518) | Tiago Reganha (76430) 12 de Janeiro de 2013 Marketing – O Caso da Coca-Cola Company Índice 1. 2. 3. 4. Sumário Executivo .............................................................................................. 4 Definição de Marketing ........................................................................................ 5 Evolução do Marketing ........................................................................................ 5 Conceito Contemporâneo de Marketing .............................................................. 7 4.1 5. Marketing de Relacionamento com o Cliente ............................................... 7 Fundamentos do Marketing Empresarial: ............................................................ 8 5.1 Marketing Estratégico:.................................................................................. 8 Visão, Missão, Valores e Objectivos: ...................................................... 8 Análise do Marketing .............................................................................. 9 Os 5 C’s do Marketing: ..................................................................... 9 Análise SWOT ................................................................................ 10 Análise PEST .................................
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