Abstract This paper provides an overview of the background of the Coca-Cola Company, its' marketing strategies and positioning through product, price and promotion. The writer considers Coca-Cola's targeting and positioning a key marketing strategy for the company. Additionally, the paper explains that Coca-Cola's goal is to use the company's assets, financial strength, distribution system and strong commitment of management and employees, to become more competitive and accelerate growth. The paper concludes with recommendations for improvements in Coca-Cola's marketing.
Outline:
Introduction
The Coca-Cola Company's Background
Coca-Cola's Marketing Strategies & Evaluation - Strategy Level
Coca-Cola's Marketing Strategies & Evaluation - Tactical Level
Industry Analysis
SWOT Analysis
Recommendations for Improvements in Marketing Operations and Strategy
Conclusion
From the Paper "At the strategy level, Coca-Cola's marketing strategy involves a thorough examination of the company's market segmentation, targeting, and positioning. Overall, Coca-Cola boasts impressive statistics, including 50,000 employees; a total debt of only $7,003.0 million; cash balance of $6,707.0 million; and revenues for 2004 of $22,150.0 million, which has steadily increased since 2001 (Reuters at http://www.investor.reuters.com/business/). Currently, the United States is the company's largest market. However, only 20% of Coca-Cola's operating income comes from the United States, where the company sells over 3 billion unit cases a year to capture 41% of the entire United States soft drink market (Research Reports at http://www.ascensio.com/Reports/CokeClassicCC.aspx). This is an example of the strength of Coca-Cola's market segmentation, because essentially half of the United States soft drink market belongs to Coca-Cola. Even in a developed market such as the United States case sales have grown at 3% per year over the past five years."
Abstract This paper examines the possible entrance of the Coca-Cola Company into Iran, looking at what problems it may have in entering this market, how it might be able to overcome these challenges, and what continuing challenges that it would face in this market.
From the Paper "We all know ? at least if we are old enough to have heard the jingle ? that Coke would like to teach the world to sing in perfect harmony. Except that this isn?t quite true. What the Coca-Cola Company would most like to do is to teach the world to drink Coke ? or one of its other wholly owned brands. The company has in fact proved to be remarkably hardy in the ever-more-globalizing economy. It's hard to travel anywhere in the world today and not see someone sipping a Diet Coke."
Abstract The paper relates that the highest grossing coffee beverage in Japan is Coca-Cola's Georgia. This unique coffee beverage can be served hot or cold. Following is the marketing information for an introduction of Georgia into the United States. Included in this, is a market analysis, an industry and competitor assessment and the marketing strategy that will be employed.
From the Paper "Market Analysis: As noted, Georgia is the highest grossing coffee beverage in Japan; however, to successfully enter the United States market, a different market segment should be targeted. Instead of targeting adult beverage drinkers, the late teen, early twenties age demographic should be targeted for American Georgia. Young adults between the ages of 12 and 21 spend $217 billion a year, in the retail market (Clements). In fact, teenage girls spend approximately $47 per week, while boys spend $45 per week ("Girl Power")."
Abstract In this paper the author takes a close look at the Coca-Cola Corporation. The author looks at the management and how Douglas Daft came to the helm with his new philosophy of thinking "local", rather than global management. The author examines what has happened to Coca-Cola over the last few years in various countries and how this has effected its reputation. The author them moves on to discuss Coca-Cola's relationship with its bottlers, trade unions and profit margins. Finally the author looks at how Coca-Cola has re-established itself in China, creating a new business model and its wars with competitors.
From the paper:
?Coke's overwhelming success in the U.S. is in large part due to its bottlers. Daft's decentralization strategy reassigns much of the work performed by 29,000 laid-off employees to the "anchor bottlers" (for marketing and sales) and to sub-contractors (for plant and office maintenance) resulting in fewer direct employees worldwide. This strategy allows the company to concentrate its efforts on garnering market share while not having to take responsibility for global industrial relations. The anchor bottlers, Coca-Cola Enterprises and Cola-Cola Amatil, actually have more employees than Coca-Cola Company (CCC). The company relies on them to bottle and distribute the lion's share of its products.?
Abstract This paper examines the successful strategies and management skills employed by the Coca-Cola company. It explains that Coca-Cola is seen every where, sports events, television, movies, billboards, and many other media outlets and that the visibility of the product is a true testament to the force behind the product. The paper looks at how everyday managers at all levels in 200 countries exercise the four management functions as they produce products which are consumed daily by the entire world. The paper also notes that globalization has brought 200 countries to produce Coca-Cola products, and that Coca-Cola leaders are able to maintain control over globalization by making exchanges, sponsorships, or agreements with foreign governments to run their manufacturing sites internationally. In conclusion, the paper shows that Coca-Cola has had an effect on American culture and continues to influence our way of life and Coca-Cola management will continue to place a magnifying glass on the consumer in an attempt to discover a trend which will give the company an advantage over its competitors.
From the Paper "Innovation is certainly always part of the Coca-Cola Company and is why they advertise different styles of bottles, prints on cans, and items which do not have anything to do with a drink such as stuffed animals, T-shirts and caps. Producing different kinds of products involve technology. If a new product is planned to be launched, not only research for demand and possible sales prices should be conducted through an opportunity analysis. In order to be cost efficient and at least break-even, the kind of production line and machinery needed to produce the item has to be assessed and analyzed. A detailed business plan should show the strengths and weaknesses in order to help managers and executives in the decision making process, also called SWOTT analysis. At that point, an idea can become a goal. Technology also helps to communicate the plan via information technology such as e-mail and inter-/intranet to the people who make it happen. Management needs to plan for the skills necessary to accomplish the task."
Abstract This paper conducts a detailed case study of the Coca-Cola Company, applying the measures of quality management and the balanced scorecard to the business practices of the organization. It identifies problems within the Coca-Cola Company and discusses possible solutions and changes to overcome the cited issues. In addition, the paper discusses the manner in which these approaches were used to tackle the problems and then concludes with an analysis of the strengths and weaknesses of the contemporary strategic design of the company.
Table of Contents:
Introduction
Discussion of Problems within the Coca-Cola Company
Analysis of the Coca-Cola Company under the Balanced Scorecard
Analysis of the Coca-Cola Company under Total Quality Management
Strengths and Weaknesses of the Coca-Cola Company's Current Strategic Designs
Conclusion
From the Paper "As any company in a highly competitive environment faces, Coca-Cola has faced many organizational problems. The biggest threat faced by this company is the entry of many new, strong competitors in the soft-drink and related beverages industry. For example, PepsiCo is one of Coca-Cola's toughest competitors that offer the same range of products at the same prices. This threat is significant because it cannot be eliminated just be producing a better quality product at a lower price."
Abstract This paper discusses the CocaCola crisis in Belgium, when school children became ill from drinking CocaCola and thus began a corporate nightmare in which the company performed a textbook example of how not to handle a crisis. This paper traces the Coca-Cola company's handling of the crisis and concludes with a suggested revision of how it should have been handled.
Table of Contents
Introduction
Coca-Cola Background
Missteps
Positive Steps
A Better Way to Handle the Crisis
No Apparent Crisis Response Plan
Speed of Response
Accuracy of Response
Focus of Response
Tone of the Response
Credibility of the Response
From the Paper "Coca Cola's apparent reaction was to investigate rapidly what could have caused the contamination. The investigation centered on the two Coca-Cola bottling plants in Belgium, which are owned by Coca-Cola Enterprises Inc. (CCE.N), the largest bottler of Coke products in the world, a company which is 40 percent owned by the Coca-Cola Company. By Tuesday, June 15, company investigators working with French and Belgian authorities reported that there was a belief that faulty carbon dioxide at Coke's factory in Antwerp, Belgium and fungicide on pallets used to transport the drinks from Dunkirk to Belgium may have contaminated the drinks in question."
Abstract In this paper, the writer discusses that Coca-Cola has long been a powerful symbol of American corporate success and yet, that proud legacy is now under attack as the company finds itself faced with sagging fortunes. This paper suggests that Coke's socialization practices are lacking insofar as they do not have appropriate employee programs and evaluation processes in place; consequently, new or veteran workers are left with the impression that the organization is reneging on its relational commitments under the psychological contract. In the end, the writer maintains that Coca-Cola must pursue socialization practices that stress the value of employee excellence (this includes stringent accountability measures) and it must find new ways of relating to workers that it does, indeed, value relational as opposed to merely transactional contacts between the company and its workers.
Outline:
Introduction
Socialization Practices of Coca-Cola Detecting the culture of Coca-Cola Socialization Tactics: Institutionalized Approach but Missing Methods for Socialization
Psychological Contract between the Organization and its Workers: The Missing Relational Element
From the Paper "The culture of the company is thus one that is wedded to its own past and informed by its own self-image as an embodiment of American enterprising excellence.
"Further, the company is not beyond drawing faith from its successes in the past after previous reversals. For instance, although Coke appears to be going through somewhat of a fallow period at the moment, close observers are quick to point out that Coke has rebounded from adversity in the past. Although it is not clear how much Coke reminds workers of how the organization has come back from the brink in the past, the corporate culture is certainly one predicated upon showing an organizational history of success and fortitude."
Abstract This study provides an analysis of the key success factors that have helped Coca-Cola achieve its industry dominance over the years. To this end, an assessment of Coca-Cola's vulnerabilities and a discussion of the impact of globalization on Coca-Cola are followed by an analysis of the company's major competitors. This background and overview of the company is followed by a discussion of what marketing strategy Coca-Cola should pursue based on existing environmental and competitive challenges. Current and future branding approaches are also analyzed, followed by several recommendations in the study's conclusion.
Outline:
Executive Summary
Review and Discussion
Recommendations
From the Paper "The Coca-Cola Company (hereinafter alternatively "Coke" or "the company") was established in 1886 and currently maintains its headquarters in Atlanta, Georgia (Coke, 2008). Today, the company manufactures, distributes and markets a wide range of nonalcoholic beverage concentrates and syrups on a global basis consisting primarily of sparking and still beverages (Coke). According to the company's corporate profile, "The company's sparkling beverages include nonalcoholic ready-to-drink beverages with carbonation, such as energy drinks, and carbonated waters and flavored waters. Its still beverages consist of nonalcoholic beverages without carbonation, including non-carbonated waters, flavored waters and enhanced waters, juices and juice drinks, teas, coffees, and sports drinks" (Coke, p. 3). In addition, the company markets a variety of fountain syrups, syrups, and concentrates (i.e., flavoring ingredients and sweeteners) (Coke). The company's nonalcoholic beverage products are marketed under the Coca-Cola, Diet Coke, Fanta, and Sprite brand names (Coke); the company also owns two mineral water brands in Denmark as well as a soft drink brand in Finland (Coke)."
An in-depth evaluation of several marketing strategies adopted by CocaCola in order to increase its market share in the international market and its rapidly expanding its operations worldwide.
Abstract The CocaCola Company was founded as a small business enterprise and has grown to become one of the largest companies operating worldwide. The rapid expansion of CocaCola and its leadership in several markets is primarily because of its effective and well-defined marketing strategies. This paper gives a history of the company and discusses some of its earlier marketing ploys from advertising its products through newspapers and billboards in 1900 to being advertised on the radio and television in the 1930's. It also analyzes some of today's several marketing strategies such as product lines, brands, packaging and pricing adopted by CocaCola in terms of their success, future trends and recommendations for improvements.
From the Paper "Coca Cola has adopted the strategy of differentiating its brands from that of the competitor through strong image building of its brands. Its strong advertising campaigns have always focused on developing a strong image of its products. The brand building efforts of Coca Cola has based on image and its association with energy and fun. Another important aspect of Coca Cola's differentiating strategy is its taste. The company has maintained the taste of its product since its introduction in the market. The taste of Coca Cola is one of the most important factors that give an edge to the company over its competitors."
Abstract This paper explains that a multi-national conglomerate like Coca-Cola has extensive social and ethical responsibilities. It discusses how some workers of the Coca-Cola Company in Columbia have been involved in a series of violent crimes. The writer examines Coca-Cola's involvement in this issue, and whether the company can be held accountable in any way.
From the Paper "Coca Cola has grown tremendously since pharmacist John Styth Pemberton first invented a batch of his sweet soda in Atlanta in May 1886. For most companies, stakeholders are typically identified as the stockholders, supplier, employees and customers of the company. The demands and requirements of the stakeholders have also changed in the organization. The company "will actively cultivate a diverse, rewarding culture that encourages our people to develop to their fullest potential, assuring enjoyment and satisfaction in the Coca-Cola workplace." (Coca-Cola, The Actions We Will Take, 2005) The company has very defined markets at every location in which it operates. And depending on the legal requirements the operations might be with regional bottling plants and facilities in the region. Realizing the complexities of managing operation in different locations the company has established an International Advisory Council (IAC) to help senior managers make effective decisions for the company. (Coca-Cola, International Advisory Council, 2005) The company realizes that cultural, economic and political dynamics impact the strategy that can be employed by the company. By better understanding the needs of the local population and government and legal needs better insights can be got to help senior management plan better strategies for launching new brands or introducing existing ones. Location-wise, the company has five strategic units: North America, Africa, Asia, Latin America, and Europe, Eurasia and the Middle East. (YahooFinance, 2005)"
Abstract This paper focuses on the external environment that The Coca-Cola Company is operating in and how it will continue to succeed in the 21st century. The paper presents a competitive analysis where the competition and other social aspects of the company are taken into consideration. It also discusses the current strategy that the company adopts and what obstacles are prevalent in the non-alcoholic beverage industry's environment. In addition, the paper looks at the role these aspects play in helping The Coca-Cola Company to maintain its global domination in the beverage industry. The paper contains many graphs and tables.
Table of Contents:
Introduction
Methodology
Main Findings
Situational Analysis
SWOT Analysis
Porters Five Factors
Coca-Cola's Strategy
Obstacles the Company Faces
Activities to increase brand image
Conclusion and Recommendations
From the Paper "The future is bleak if The Coca-Cola Company cannot keep up with their competitors in the category of innovation. PepsiCo was the first to jump into the bottled water business in order to increase sales as the carbonated drinks market is saturated. Now with consumers being more health-conscious, the bottled water industry is growing aggressively. It is the fastest growing segment in the beverage industry. The most brutal battle in the beverage industry is the one for dominance of bottled water. With the niche growing at a 30% annual clip, bottled water will likely catapult ahead of coffee and beer to become the second-best-selling beverage- just behind soft drinks - by 2005 (Clifford, 2002). For this reason, PepsiCo came into the water bottling industry in 1995, followed by Coca-Cola in 1999."
Abstract The paper discusses the fact that CocaCola is no longer the "sparkling brand" in the beverage industry and refers to an article in the New York Times entitled, "Coke Struggles to Keep Up With Nimble Rivals" by Andrew Martin in which he refers to the problems which CocaCola has endured. The paper then suggests missed opportunities, new marketing strategies and ideas to rectify the situation and to restore CocaCola's position.
From the Paper "The history of Coke is a vast one that dates as far back as 1886. Two men, an Atlanta Pharmacist and a civil war veteran created coke as a tonic that was made to help aid people suffering from fatigue and headaches. In 1926, a foreign department was created to begin globalizing the Coke brand. The year 1981 marked a boom in profit share for Coke stockholders when value per share increased from an average of $35 to $2,209.72 during the time Goiuzueta was the chief executive. In 1990, the World of Coke Museum opened with an average of 750,000 visitors per year. (Martin 3) May 2007, Coke announced the purchase of the vitamin water company Glaceau for $4.1 billion. (Fisher) June 2007, Coke announces their funding project to conserve seven major rivers worldwide as well as revamp bottling techniques."
Abstract The paper discusses how the global success of the Coca-Cola Corporation is directly related to its history, marketing strategies, and international cultural influence. The paper further discusses the historical contribution of the inventor of Coca-Cola, a pharmacist named John Pemberton. The paper shows how, from the true beginnings of the product to the influence on international marketing and business, Coca-Cola has influenced every part of the soft drink industry. The paper goes on to show how the impact of Coke took this new "refreshing" and uniquely flavored beverage from behind the soda fountain counters of Atlanta across the cultural divide of the international market and how it has evolved into not only an American symbol but also a global icon.
From the Paper "Injured late in the war, in 1865 at a battle in Macon, Georgia Pemberton was shot and received a saber wound. The recovery from these events left him with an addiction to morphine. In his pursuit of relief from the pain and the addiction he concocted the early formula for the elixir slash cure for what ails you. He was obsessed with creating the ultimate medicine and drink collectively as one. He was convinced that the effects the coca leaves had on the South American natives that harvested and chewed their leaves had enhanced their lives."
Abstract The paper offers a profile of the Coca-Cola company and discusses how the full satisfaction of customers' needs sits at the core of Coca-Cola's marketing strategies. The paper then focuses on Coca-Cola's strategies that are based on customer relations, increasing market share, increasing the exports to foreign countries, and penetrating the unserved markets. The paper concludes with recommendations based on these marketing objectives.
Outline:
Organization Profile
Marketing Orientation at the Company
Marketing Planning Process at the Company
Marketing Activity Recommendations
From the Paper "The Coca-Cola Company was founded in 1886 in Atlanta, Georgia by Asa Griggs Candle and it is publicly traded on the New York Stock Exchange under the signature KO, for a value of $50.34 a share (July 16, 2008). The organization activates in the non-cyclical consumer goods and services sector, in the non-alcoholic beverages industry. In 2007, the company had registered revenues of $28,857 million and net profits of $5,981 million, both revealing growth as compared to fiscal year ended in December 2006. Their current market capitalization is of $116.93 billion (Reuters, 2008)."
