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 marketshare, 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)."
Abstract This paper, as part of the Coca-Cola Company marketing plan, states that the marketing objectives are to sell as much product at the greatest profit margin to the largest targeted audience possible; to maintain dominant marketshare by constant awareness of its primary competitor, PepsiCo., and to find and develop new market segments. The paper defines the value-creation objectives for the new fruit drink focusing on the health aspects of the drink and the good and energetic tastes with campaigns geared to teenage consumers. The author includes a SWOT analysis.
Table of Contents
Market and Marketing Analysis
What Is The Product Offering?
What Are Competing Offerings?
Who Could Benefit From The Product Offering?
Why Do Customers Buy?
Why Don"t Customers Buy"
How Is The Product Bought?
How Is The Product Sold?
Traditional Market Analysis
SWOT Analysis for CocaCola Company
Strengths
Weaknesses
Opportunities
Threats
Market Audit
Financial Status the Company
Financial Status of Product Offering
Financial Status of the Industry
Integrated Marketing Analysis
Traditional (Basic) Marketing Channel
Comprehensive Marketing Channels
Integrated Buying and Selling Processes
Marketing Planning
Company Objectives
General Product Offering Objectives
Segmentation and Target Marketing Objectives and Strategies
Key Market Analysis
Profitability Analysis; Longevity Analysis
Value Creation Objectives & Strategies
Image Management Objectives and Strategies
Company/Organization
Communication Objectives and Strategies
Channel-based
Timeline of Events
Budget
Evaluation of Performance
Contingency planning
From the Paper "The primary beneficiaries of the product offering are the shareholders of the Coca-Cola Company. Next in line are the executives of the Coca-Cola Company who are on strong incentive bonus programs pegged to increased sales. Following the executives are the bottlers throughout the world who sell the product to a multi-layered distribution network. After that, there are the grocery stores, markets, vending machine companies, and restaurants that sell the product at Value Added markups. At the bottom of this benefit, chain is the end user customer. And, it is on the act of understanding purchase motivations of this customer that the remainder of this analysis is focused."
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 presents an overview of the ongoing struggle between Pepsi-Cola and Coca-Cola to dominate the marketplace. The author describes the marketing and advertising campaigns adopted by both companies and the ensuing results.
From the Paper "One of the largest areas of penetration that the two companies have achieved is in competition for exclusive sales rights on college campuses. Under one contract, Pennsylvania State University accepted $14-million for a 12-year contract to make Pepsi-Cola the exclusive soft drink sold on campus. In the fierce competition for college rights, Coca-Cola and PepsiCo are expected to spend over $600 million per year for exclusive rights on various campuses. (Van der Werf A41)
"Universities and colleges now often ask for payments in the form of gifts to scholarship funds or projects to renovate buildings or build new ones, hoping to tap various corporate accounts and increase their receipts, although such tactics raise concerns about colleges tying themselves too closely to sponsors. Schools have also sought increases in commissions they receive for on-campus soft-drink sales, sometimes going from 15 percent to 65 percent. Despite concerns about potentially alienating sources of public funding, and questions about university ethics and consistency with teaching about free-market economics while awarding monopoly contracts, cash-starved public universities are the key targets of major companies seeking high-profile schools been the most aggressive at seeking corporate support. The biggest single soft-drink contract is a $28-million, 10-year contract between Coca-Cola and the University of Minnesota. The University of Illinois at Chicago won a deal from Pepsi paying the school some $6.5-million over l0 years. (Van der Werf A41-42; Marcus 12)"
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")."
An in-depth evaluation of several marketing strategies adopted by CocaCola in order to increase its marketshare 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 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 marketshare 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 presents a firm analysis of the Coca-Cola Company operating in Brazil and compares it to a major, indigenous bottler. The paper examines the analysis in the context of marketing, political and economical challenges, and problems being experience by Coca-Cola in Brazil. Further, the paper provides a detailed SWOT analysis on the company, as well as appropriate financial details and ratios. The financial evaluation includes foreign sales to total sales, foreign assets to total assets, foreign employees to total employees, and foreign equity to total equity.
From the Paper "Significant investors accounted for by the equity method are Coca-cola enterprises Inc. is the world's largest bottler of the Company's beverage products and ownership in this company is approx. 37 percent with Net Sales to Coca-Cola Enterprises in 2003 being the approximate amount of $4.7 billion. In 2003, Coca-Cola FEMSA's net sales of beverage products were approximately $3.2 billion. The Latin American market therefore accounts for nearly 70 percent of all sales for the Coca-Cola Company. "Brazilian operations posted an 8% volume growth. Evidence of Brazil's economic recovery is the fact that approximately 30 percent of our incremental volume growth came from single serve packages." Reported in the third quarter was that: "Year-to-date the Brazilian operations are generating as much operating cash flow as Argentina and Venezuela operations, underscoring its growth potential." It was stated that: "In Brazil very specifically after spending the last sixteen months trying to build a new business model with the relationship with the other Coca-Cola bottlers and the Coca-Cola company, and by the way this is a model that I think has been successful. Coca-Cola has a 36.5% share of the soft drink market." Reported Feb 4 2004 Comtex news Coca-Cola has closed 2003 with an increase of 1.5% market share hitting the record of 33.5% stake in the Brazilian market."
Abstract In this article, the writer notes that the most critical source of new revenue, product differentiation, and demands for innovation are new products. The writer points out that despite the highly critical nature of products within the traditional 4Ps of marketing which also include pricing, promotion, and place or distribution, many companies are challenged by the tasks associated with transforming innovative ideas into saleable products. The writer discusses product development and innovation. The writer looks into brands and products, making use of CocaCola, Pepsi, Microsoft and Salesforce.com as examples.
Outline:
Approaches Companies Take To New Product Development
Figure 1: Grid of Product Introductions
New Products: Blue Ocean or Red Ocean Strategy?
Managing Product Life-cycles
Bringing Innovation into Products
References
From the Paper "The differences between Pepsi and Coca-Cola in their NPDI and broader PLM processes are certainly defined by each of their relative innate competitive advantages, yet Pepsi is definitely the more aggressive and less risk averse at acquiring new brands. Pepsi's aggressiveness on acquiring brands has in fact paid off more than the philosophy inside Coca-Cola of trying to build brands. With the Coca-Cola board of directors anchored by famed investor William Buffet who nixed the deal for Coke to acquire the Gatorade brand for 10.1% equity, the philosophy he exemplifies of having the company build its own brands over time. Coca-Cola favors organic growth of product lines and brands while Pepsi has a much more aggressive merger & acquisition (M&A) strategy for growth. Pepsi's M&A strategies in fact have been very risky yet have continually fueled their product line growth and enabled them to continually build an impressive array of products in their portfolio. At the center of their strength is the strategic definition of their business as being refreshment and beverages over purely soft drinks."
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)."
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 This paper discusses the three levels of the marketing environment, the internal environment, the micro-environment and the macro-environment, and uses the Coca-Cola product C2 as a case study to assess if it should be launched in the U.K. The author uses the PEST model to analyze the wider macro-environment, Porter's five forces model to identify opportunities and threats that are arising in the micro-environment and a SWOT analysis to assess the current market place and competitors, to identify strengths, weaknesses, opportunities and threats. The paper also includes recommendations based on the results of the analysis. This paper includes appendices.
From the Paper "Coca-cola should concentrate on increasing the sales of the 'Diet Coke' which has the advantage of being a well known and trust brand and which is in the perfect position to take advantage of the current demand for a healthier soft drink. A renewed marketing campaign should be used to convert more consumers to Coca-cola, and away from rival brands."
Tags: case study, coca-cola company, businesses, marketing strategies
Abstract This paper examines the history of the CocaCola Company, especially the way that it has very successfully expanded around the globe. A SWOT analysis is used by the author to guide recommendations for continued profitability and future growth by this company. The paper underscores that meeting the consumer's taste and culture and being involved in each community in every individual location is the key to Coca-Cola's strategic management skills in operating worldwide.
Table of Contents:
Table of Contents
Executive Summary
Introduction
Firm Analysis
Expansion into Global Markets SWOT Analysis
Cross-Cultural Issues
Recommendations
From the Paper "One of the first countries to experience the Coca-Cola taste was Germany in 1929. Ten years later, operations in Germany have reached sales of over $4.5 million annually. Another country of great importance to European distribution is Spain. It presently operates in more than 10 production facilities and distributes Coca-Cola products in over seven independent distribution sites. In Asia, Coca-Cola's early beginnings were its bottling plant in Shanghai, China in 1927. Plants in Malaysia, Vietnam, and Korea soon followed."
Tags: diversification, universally recognized word, stock market, operations competition
Abstract This paper analyzes the CocaCola Company from a marketing point of view. Topics covered in the report are: Brief Company History, Mission Statement, External Factors and Industry Environment (Economic Factors, Social Factors, Technological Factors), Rivalry, suppliers, and buyers, Company Profile- Organization Structure, Strategic Analysis, Strengths, Weaknesses, Opportunities, and Threats, Building Competitive Advantage through Action Plans.
From the Paper "The Coca Cola system is indeed a special business. At the heart of Coco Cola, especially in its first 100 years, there has been a commitment to intense marketing and to the preservation of its patented formulas and processes to make its special syrup. The Coco Cola Company became an organization in 1892. Today, Coca Cola provides the consumer with a desired product and service. Coca Cola has become a household word within the United States and one of the most recognized symbols around the world. Coca Cola sells image versus performance. Coca Cola grew steadily and diversified with global vision (Pearce & Robinson 6th edition)."
