Currently cocacola is a very famous soft drink global company which consist of a large product line as cocacola light, diet and lemon etc. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Remote environmental factors allows companies to make appropriate strategies based on outside factors. In 1985 the formula for coca cola was transformed and the coca cola company free a new coke. Pemberton, an atlanta pharmacist, when he tried to. Coca cola company is one of the business organisations facing a fierce competition in the global market with pepsi, its major competitor, in addition, the company has to deal. Find out more about how we work towards a better shared future. Marketing strategy of coca cola coca cola strategy. Apr 24, 2015 cocacola has much work to do to turn around its business, but q1 results show it is on the right track, ceo muhtar kent tells cnbc.
Within a few years, cocacola became the most recognized. The coca cola company introduced diet coke in 1982. The cocacola company produces and distributes coke, diet coke, and other soft drinks worldwide. All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. Under its business level strategy, the company offers its products at the most competitive price in the market. After a brief introduction, where i detailed the structure of the report and the methodology, the report began with the analysis of the complementary components, starting by looking at the organizational design, then describing the. The products are said to bring joy, as apparent from coca colas latest tagline little drops of joy.
Cocacola has several strategies aimed at providing it with a competitive advantage over its competitors in the soft drinks market. The company primarily offers nonalcoholic beverages, including sparkling beverages and still beverages. Sep 08, 2018 distribution strategy in the marketing strategy of coca cola it uses several sales and distribution models depending on market, geographic conditions and the customers profile. Cocacola has much work to do to turn around its business, but q1 results show it is on the right track, ceo muhtar kent tells cnbc. Cola company to address changing consumer preferences. The ir framework has been used to critically analyse the global strategy of cocacola. Every structured business is formed by different departments organized in a hierarchical organization model, so the organizational design is the way in which those departments are organized. Costa gives cocacola a hot, new strategy 20180904 food. Cocacola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want including low and nosugar options across a wide array of categories in more packages sold in more locations. Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities around the world. Cocacolas three principles that will guide it through 2020. Because of this, coca cola has come up with long term objectives.
This section looks at how coca cola views it customers and the way it designs the consumer strategy. The cocacola company is present in more than 200 countries around the globe. Our strategy and ambitions are clear, and we measure and manage our ongoing. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states.
Our sustainability plan p rogress will come through daytoday diligence in delivering on our sustainability commitments and creating new solutions. At the cocacola company, innovation continues to be an integral part of our growth strategy. Its sparkling beverages include nonalcoholic readytodrink beverages with carbonation such as carbonated energy drinks, and carbonated waters and flavored waters. In the beverage industry, cocacola is affected by social, political, ecological and technological environmental factors. When kent took over as ceo in 2008,women held 23 percentofthe senior management roles at cocacolathat number has now risen to above 30 percent. The products are associated with having a good time with friends and family and enjoying everyday life. Global global business strategy 1 g global business strategy fahad umar abstract this paper focuses on global business strategy of cocacola company. Coca cola enters all the markets rich and poor rodrigues, 2009. People are at the center of everything we do, from our employee to the communities we call home.
It investigates european companies experiences in setting and pursuing sustainability objectives the measures that have. Mar 22, 20 which business level strategy does coca cola use. Business level strategy of coca cola introduction in todays business environment, business strategy plays a crucial role to the organizations in order to achieve the competitive advantage over the other competitors. International business strategy for globalization michael ba banutugomez william g. Coca cola companys market 1 the coca cola companys marketing strategy and marketing mix duane t. Pep are very similar businesses in terms of industry, ideal consumers, and flagship products. Strategic business management and planning coca cola company. Cocacola company s revenues double it growth in latin america, pacific rim and east, south asia. By using the differentiation strategy, coke creates a product and service that is unique and valued. Coca cola uses this strategy to explore new drink categories continuously, and it is keeping the tradition of expanding on their current portfolio of brands and products. Its strategy is to be globally known and its mission and vision suggests its going to do that by. In two years time, diet coke was the top selling diet soft drink in the world. Cocacola was established in 1886 in atlanta by john pemberton.
Termination of the bottler agreements actions contrary to the interests of our shareholders other than the coca cola company and femsa. Operation management in coca cola company business essay. It contributes to the highest sales of soft drinks globally. The company is weak in both, and management views the. At the cocacola company, we act with a growth mindset, taking an expansive approach to whats possible. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. Coca cola has more than 3000 products in over 200 countries of the beverage brands with core focus on brand of coca cola, diet coke, coke zero, sprite and fanta. Global global business strategy 1 g global business strategy fahad umar abstract this paper focuses on global business strategy of coca cola company. Heres how cocacola keeps its marketing strategy focused. Market focus and growth strategy of the coca cola company.
This paper seeks to examine its strategic process and growth stategy that could account for this trendy growth. The coca cola company is identified with having a strong culture the ccc has incorporated the culture with their 2020 vision, which is a longterm strategy aimed to be a roadmap for understanding the trends and forces that will shape their business of the future. This strategy gives coke the opportunity to service a large geographic, diverse area. With your download, get the 26 best papers relevant to this one, including 19 top related papers. In 2009 the coca cola company, along with its bottling partners, outlined their 2020 vision a single document that holds a shared ambition with specific goals for the business.
Cocacola has been successful in the global market because it follows the local strategies and is able to deliver as. Cola has launched our way forward, a new report outlining the companys longterm business strategy across the globe and the specific actions being taken in ireland and northern ireland. This was the first extension of the coca cola and coke trademark. The coca cola company is present in more than 200 countries around the globe. Cocacola enters all the markets rich and poor rodrigues, 2009. Introduction cocacola is a very popular cola a carbonated soft drink sold in stores, restaurants and vending machines. The company is most wellknown for its soft drink, coke. Cocacola has several remote environment factors that affect the company. The coca cola company has operations in over 200 countries worldwide.
Learn more about the cocacola company, our brands, and how we strive to do business the right way. Cocacola reports strong growth in fourth quarter and full year 2019. Cola system launches a new business strategy across. The cocacola company business level and corporate level strategies this paper analyzes the businesslevel and corporatelevel strategies of the cocacola company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing effectively in the long run. Business strategy of introduction cocacola is a very popular cola a carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. We own or license and market more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, readytodrink teas and coffees, and energy and sports drinks. The cocacola company is the worlds largest beverage company. We are here to refresh the world and make a difference. Coke has too many vendors and its distribution is so effective that it serves in almost in all shops and mostly in summer or hot areas. A report on strategic planning of coca cola subject. The cocacola company is a leading soft drink and beverage manufacturer and marketer with a footprint in every part of the globe. A proper business level strategy will enable cocacola to lock out new entrants into the beverage and soft drinks industry and to gain a competitive advantage over its existing competitors. Stp segmentation, targeting and positioning analysis is.
Coca cola is one of the most leading company in soft drink beverage industry. The products are also marketed as consistent and of high quality. Another strategy coca cola could use would be to have a coca cola retail store, and have product development whereby coke improves its existing products and. The ir framework has been used to critically analyse the global strategy of coca cola. Our business depends on our relationship with the cocacola company and femsa, and changes in this relationship may adversely affect us. The cocacola brand is globally valued and recognized. Over the past few years, we have accelerated the pace of our innovation agenda through global success stories such as coca cola zero sugar which are creating sustained momentum in the majority of our markets.
New business strategy to focus on choice, convenience and the consumer. As such, the company must be aware of the latest economic trends and political movements in each country so as to formulate corporate strategy and manage daytoday operations. Coca cola uses the differentiation strategy to make themselves unique and separated from other companies. Pdf strategic marketing plan for cocacola 2016 researchgate. Quesnoy jones international university abstract in this paper i will be discussing the coca cola companytccc target market and marketing mix. Branding is one of the most important aspects of any business, large or small. Our business depends on our relationship with the coca cola company and femsa, and changes in this relationship may adversely affect us. Coca cola swot analysis 6 key strengths in 2020 sm insight. Business strategy on coca cola coca cola pepsi co free. The main idea behind their marketing is they read peoples mind across geographical. Cola wants to offer the right portfolio of beverages to satisfy evolving consumer needs.
Rohrer college of business, rowan university, usa key. Both coca cola and pepsico are global leaders in the beverage. The first part of the paper concentrate on the internal and external analysis of the. Company achieves or exceeds all full year guidance. The vision is to provide outstanding strategic management in the cocacola company system which results in customer preference and loyalty, throughout the companys commitment to them and in an extremely lucrative cocacola corporate considered beverages system. Termination of the bottler agreements actions contrary to the interests of our shareholders other than the cocacola company and femsa. An evaluation of marketing strategies undertaken by coca. Hubert patricot, president, european group cocacola enterprises, inc.
The cocacola companys business strategy read a free. Pdf on feb 1, 2019, naama al tunaiji and others published coca cola strategy project find, read and cite all the research you need on researchgate. Nov 09, 2019 the coca cola company is a leading multinational company in manufacture, distribution, and marketing of nonalcoholic beverages. Over the past few years, we have accelerated the pace of our innovation agenda through global success stories such as cocacola zero sugar which are creating sustained momentum in the majority of our markets. More than 10,000 soft drinks from cocacola are consumed every second of every day on average. They also have nonprice attributes that customers will pay a premium for. Coca cola company strategy of sales was price penetration where low price are charged and the company attends large market as possible. Secondly, the reliability and the depth of coverage of the reports allows cocacola to analyze the data, such as economic growth and in. The coca cola company business level and corporate level strategies this paper analyzes the business level and corporatelevel strategies of the coca cola company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing effectively in the long run. Business strategy of introduction coca cola is a very popular cola a carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries.
Coca cola has been successful in the global market because it follows the local strategies and is able to deliver as per the needs of the local people hill, 2009. A specific strategy will help to match strength and distinctive competence in such a way that cocacola enjoys a competitive advantage over immediate rivals in. An example for such successful implementation of marketing strategy is coca cola. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns.
Coke is one of the worlds most recognizable and widely sold commercial brands and. The cocacola company business overview from the companys financial report. There are two types of organizational designs, functional and divisional. Under kents leadership, cocacola is seeking to reviseits strategy through social responsibility initiatives, brand expansion, and company diversity. An evaluation of marketing strategies undertaken by coca cola. Heres how coca cola keeps its marketing strategy focused. Coke as a brand in itself tries to substitute the entire soft drink markets. They sell more than two billion unit cases annually, and they operate in 28 countries. At the coca cola company, innovation continues to be an integral part of our growth strategy. Global strategy for coca colas international expansion.
Unlike price skimming where higher price are charged. The company has effective cost control policies that translate to cut on costs in its business processes, hence resulting to competitive pricing of its products in the market. Business strategy on coca cola coca cola pepsi co free 30. We want to meet stakeholders expectations while demonstrating leadership for the future. The companys objective is to offer and deliver soft drinks products anywhere in the world using safe and affordable supply chain management. Want an expert to write a paper for you talk to an operator now start live chat now. Coca cola strategic management linkedin slideshare. By adapting this strategy coca cola could gain more customers, especially the customers who are not only attracted by the product but also the personal experience gained from the business. Asa griggs candler was a pharmacist was introduced to john stith pemberton in 1888. Because of this, cocacola has come up with long term objectives. Rohail riaz 51515 table of contents 1 executive summary 3 2 history of coca cola 4 3 brands of coca cola 7 3. Coca cola position its products as refreshing and thirst quenching. This report is an analysis of the strategy used by the cocacola company. Cocacola uses the differentiation strategy to make themselves unique and separated from other companies.
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