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The Coca-Cola Marketing Strategies, 2007.
This paper examines the history of the Coca-Cola company and its present day marketing strategies.
2,193 words (approx. 8.8 pages), 9 sources, APA, $ 68.95
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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."
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Management Theory and the Coca-Cola Company, 2008.
An analysis of the success the Coca-Cola company, focusing on various management methods.
1,758 words (approx. 7.0 pages), 7 sources, APA, $ 56.95
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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."
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Coca-Cola: Is the Fizz Still There?, 2001.
An in-depth look at the Coca-Cola Corporation, its management, marketing strategies and financial approach to business development.
2,790 words (approx. 11.2 pages), 10 sources, $ 83.95
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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.?
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The Coca-Cola Company?s European Crisis, 2002.
This paper reviews the way that the Coca-Cola Company could have better handed their 1999 European crisis.
2,030 words (approx. 8.1 pages), 7 sources, APA, $ 64.95
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Abstract
This paper discusses the Coca Cola crisis in Belgium, when school children became ill from drinking Coca Cola 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."
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Socialization at Coca-Cola, 2008.
This paper looks at organizational behavior and discusses the matter of socialization at Coca-Cola.
854 words (approx. 3.4 pages), 10 sources, APA, $ 30.95
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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."
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The Coca-Cola Company, 2008.
An analysis of the external factors that affect various aspects of the Coca-Cola Company.
5,193 words (approx. 20.8 pages), 18 sources, MLA, $ 129.95
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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."
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The Coca Cola Company, 2002.
An in-depth evaluation of several marketing strategies adopted by Coca Cola in order to increase its market share in the international market and its rapidly expanding its operations worldwide.
4,689 words (approx. 18.8 pages), 6 sources, MLA, $ 120.95
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Abstract
The Coca Cola Company was founded as a small business enterprise and has grown to become one of the largest companies operating worldwide. The rapid expansion of Coca Cola 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 Coca Cola 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."
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Coca Cola Responsibilities, 2005.
Reviews the corporate social responsibilities of Coca-Cola, with a focus on events in Columbia.
2,587 words (approx. 10.3 pages), 18 sources, MLA, $ 78.95
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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)"
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Coca Cola, 2004.
An analysis of the history and development of Coca Cola.
1,511 words (approx. 6.0 pages), 9 sources, MLA, $ 49.95
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Abstract
This paper presents the history of the soft drink company, Coca Cola. The paper examines the business strategies employed by the company that have afforded it worldwide success. The paper contends that the Coca-Cola company, through its different strategies for the training and motivation of its employees who belong to quite diverse places of the world, has managed to achieve the status of being one of the foremost soft drink manufacturers in the whole world.
From the Paper
"The Coca-Cola Company was founded in the year 1886, and is one of the leading manufacturers of non-alcoholic drinks or beverages, and also syrups. It is responsible for producing almost 400 beverage brands all over the world, and the company though based in Atlanta, has operations in almost 200 countries all over the world. (Welcome to the Coca-Cola Company) The person who was actually responsible for the creation of Coca-Cola was Dr. John S Pemberton in the year 1885, when it began to be sold as a ?brain tonic? but did not see success that way. Disappointed, he sold off the formula, after which it changed hands once again, after which it finally reached Asa D Chandler, who hit upon the idea of adding bubbles to the drink, or, in other words, of ?carbonating? it. This was a stupendous success and in the year 1892 the Coca-Cola Company was founded, and it has never had to look back since that time."
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PepsiCo and Coca-Cola, 2008.
A comparison of the marketing and business strategies of PepsiCo and Coca-cola.
2,454 words (approx. 9.8 pages), 6 sources, APA, $ 74.95
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Abstract
This paper discusses the carbonated beverage industry. It specifically evaluates the industry through the perspectives of the Coca-Cola Company and PepsiCo. The paper views PepsiCo's strategies, product diversification and expansion into other industries. It then looks at Coca-Cola's over-reliance on a single product to generate revenues as well as its dependence on its distribution contracts.
Table of Contents:
Abstract
Strategy and Value Creation
Economies of Scale in Advertising
Profitability of Concentrate Producers v. Bottlers
Concentrate Producers v. Bottlers
Carbonated Beverage Industry Consolidation
Challenges & Opportunities in the Industry
Future Sustainability & Recommendations
Conference Activity
From the Paper
"Coca-Cola and PepsiCo certainly face difficulties in an increasingly global and competitive market. Maintaining profitability will be more difficult for Coca-Cola because, while it has diversified its product line, it is still substantially dependent on sales of Coke Classic through the traditional distribution channels. Conversely, PepsiCo will find it easier to maintain and even increase profitability because it established a growth strategy based on diversification of brands and products across several industries and thus it is not solely dependent upon the carbonated beverage industry to drive profits. The recommended strategy for Coca-Cola is for the company to reduce the product image of its primary brand, Coke Classic, as somewhat unhealthy and to begin to market itself as a purveyor of health-conscious beverages with a newly re-branded line of fruit drinks. PepsiCo's forward strategy should be to continue to diversify its product line and to develop healthy snacks to complement its line of juice drinks and water products."
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The Coca Cola Company and the MRP II System Design, 2002.
This paper describes in detail the Coca Cola Company's successful implementation of Manufacturing Resource Planning (MRP II) software to re-design and update their manufacturing software.
2,435 words (approx. 9.7 pages), 5 sources, MLA, $ 74.95
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Abstract
The paper discusses the re-design process for the Coca Cola Company, one of the more complex design projects using MRP II ever accomplished. The paper illustrates the key advantage in the design of the MRP II system for Coca Cola, MRP II's capability to integrate and interface with a variety of existing systems. The author believes that the key to success was the planning, the ability to break down the process into small bits and the ability to keep focused on the main goals of the re-design.
From the Paper
"MRP II has hundreds of capabilities including creation of manufacturing orders, master production schedules, a system manager including tax and bank services, a general ledger, accounts receivable, purchase orders, inventory control, order entry, job costing, multi-currency support, time, attendance, forecasting and this is only a small portion of its capabilities. Prior to the invention of MRP II all of these processes were handled by separate software packages, such as Peachtree for accounting, Peoplesoft for human resources, and Microsoft Access for other functions. None of these programs could communicate with one another. MRP II gave companies the ability to combine all of these into one system and allow communication between these functions."
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Coca Cola in India, 2006.
Examines Coca Cola's expansion into the Indian market.
926 words (approx. 3.7 pages), 5 sources, MLA, $ 32.95
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Abstract
At one time, Coca-Cola was American capitalism's most successful and easily-recognized brand. But, as Coca-Cola expands into markets once thought to be impenetrable, problems arise. This paper shows that the problem is not merely a sort of anti-American marketing approach by local brands world-wide, but also the recognition that what goes up (in terms of sales and popularity) might sometimes reach a plateau. The paper examines why this seems to have happened with Coke in India.
From the Paper
"It is easy to answer the question about why Coke should enter and increase its presence in the Indian market: As mentioned earlier, it is a huge market in terms of population. Its climate is hot and therefore more cold drinks will be consumed. What is less easy to answer is how Coca-Cola should position its major brand- Coca-Cola, which has not been as successful in India to date as elsewhere. For this reason, Coke is doing the smart thing- investing in, and building non "Coke" brands and products, from bottled waters to fruit drinks. It is also developing products which have been successful in other Asian nations, such as "its ready-to-drink coffee in Japan""
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Coca-Cola Company Marketing Plan, 2002.
This paper is a traditional analysis of the Coca-Cola Company marketing plan and includes the plan for the introduction of a fruit drink.
2,265 words (approx. 9.1 pages), 14 sources, APA, $ 70.95
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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 market share 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 Coca Cola 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."
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The Coca Cola Company, 2002.
An overview of the Canadian soft drinks industry with an emphasis on the impact and sucess of Coca Cola.
2,650 words (approx. 10.6 pages), 6 sources, $ 97.95
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Abstract
This paper will take a detailed look at the soft drinks industry from a Canadian perspective, and then link the role that Coca Cola has played in guiding the growth of the industry. It will be clear at the end of the study that there are good reasons for Coca Cola being the industry leader. It is an innovative company that has found the secret to success: complete customer satisfaction. It has generated generations of loyal customers and ongoing growth will characterize its future. The soft drink industry will be looked at as well its corporate profile. Financial statements (1997) will be examined.
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Coca Cola in Brazil, 2004.
An analysis of international trade, in general, and the Coca Cola market in Brazil, in particular.
1,900 words (approx. 7.6 pages), 4 sources, MLA, $ 60.95
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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."
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