Coca cola strategic management linkedin slideshare. 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. Introduction cocacola is a very popular cola a carbonated soft drink sold in stores, restaurants and vending machines. Company achieves or exceeds all full year guidance. Find out more about how we work towards a better shared future. Cocacola company s revenues double it growth in latin america, pacific rim and east, south asia. This section looks at how coca cola views it customers and the way it designs the consumer strategy. Cola company to address changing consumer preferences. The main idea behind their marketing is they read peoples mind across geographical. Quesnoy jones international university abstract in this paper i will be discussing the coca cola companytccc target market and marketing mix. 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. The coca cola company introduced diet coke in 1982.
Coke as a brand in itself tries to substitute the entire soft drink markets. Our business depends on our relationship with the cocacola company and femsa, and changes in this relationship may adversely affect us. 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. Pdf strategic marketing plan for cocacola 2016 researchgate. 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. 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. Our sustainability plan p rogress will come through daytoday diligence in delivering on our sustainability commitments and creating new solutions. The company is weak in both, and management views the. The companys objective is to offer and deliver soft drinks products anywhere in the world using safe and affordable supply chain management. Asa griggs candler was a pharmacist was introduced to john stith pemberton in 1888. 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 company strategy of sales was price penetration where low price are charged and the company attends large market as possible. 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. 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. The ir framework has been used to critically analyse the global strategy of coca cola. Mar 22, 20 which business level strategy does coca cola use. Costa gives cocacola a hot, new strategy 20180904 food. The coca cola company is present in more than 200 countries around the globe. 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. The coca cola brand is globally valued and recognized. The cocacola companys business strategy read a free. 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. 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 has operations in over 200 countries worldwide. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Operation management in coca cola company business essay. Coca cola enters all the markets rich and poor rodrigues, 2009. Within a few years, cocacola became the most recognized.
Our business depends on our relationship with the coca cola company and femsa, and changes in this relationship may adversely affect us. Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities around the world. Pep are very similar businesses in terms of industry, ideal consumers, and flagship products. Global strategy for coca colas international expansion. People are at the center of everything we do, from our employee to the communities we call home. The cocacola brand is globally valued and recognized. Cocacola has several strategies aimed at providing it with a competitive advantage over its competitors in the soft drinks market.
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. Cocacola enters all the markets rich and poor rodrigues, 2009. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. We want to meet stakeholders expectations while demonstrating leadership for the future.
In the beverage industry, cocacola is affected by social, political, ecological and technological environmental factors. 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 was established in 1886 in atlanta by john pemberton. This report is an analysis of the strategy used by the cocacola company. 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.
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. They sell more than two billion unit cases annually, and they operate in 28 countries. Marketing strategy of coca cola coca cola strategy. Coca cola position its products as refreshing and thirst quenching. 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. 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. Business strategy on coca cola coca cola pepsi co free. A report on strategic planning of coca cola subject. 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. Branding is one of the most important aspects of any business, large or small. Currently cocacola is a very famous soft drink global company which consist of a large product line as cocacola light, diet and lemon etc. Unlike price skimming where higher price are charged. The company primarily offers nonalcoholic beverages, including sparkling beverages and still beverages. Rohrer college of business, rowan university, usa key. At the cocacola company, innovation continues to be an integral part of our growth strategy.
All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. At the cocacola company, we act with a growth mindset, taking an expansive approach to whats possible. Heres how cocacola keeps its marketing strategy focused. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. 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. Global global business strategy 1 g global business strategy fahad umar abstract this paper focuses on global business strategy of coca cola company. With your download, get the 26 best papers relevant to this one, including 19 top related papers. International business strategy for globalization michael ba banutugomez william g.
Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. New business strategy to focus on choice, convenience and the consumer. By using the differentiation strategy, coke creates a product and service that is unique and valued. The cocacola company is present in more than 200 countries around the globe. 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. Cocacola has several remote environment factors that affect the company. 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.
The cocacola company is the worlds largest beverage company. Heres how coca cola keeps its marketing strategy focused. Cocacola reports strong growth in fourth quarter and full year 2019. Business level strategies of the coca cola company 1. The products are said to bring joy, as apparent from coca colas latest tagline little drops of joy. 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. Cocacolas three principles that will guide it through 2020. 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. 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 companys market 1 the coca cola companys marketing strategy and marketing mix duane t.
The company is most wellknown for its soft drink, coke. Coca cola is one of the most leading company in soft drink beverage industry. Our strategy and ambitions are clear, and we measure and manage our ongoing. Cola wants to offer the right portfolio of beverages to satisfy evolving consumer needs. The products are also marketed as consistent and of high quality. It investigates european companies experiences in setting and pursuing sustainability objectives the measures that have. 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. In two years time, diet coke was the top selling diet soft drink in the world. Its strategy is to be globally known and its mission and vision suggests its going to do that by. Hubert patricot, president, european group cocacola enterprises, inc. The cocacola company is a leading soft drink and beverage manufacturer and marketer with a footprint in every part of the globe. There are two types of organizational designs, functional and divisional. We are here to refresh the world and make a difference.
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. At the coca cola company, innovation continues to be an integral part of our growth strategy. Global global business strategy 1 g global business strategy fahad umar abstract this paper focuses on global business strategy of cocacola company. Because of this, cocacola has come up with long term objectives. Both coca cola and pepsico are global leaders in the beverage.
Strategic business management and planning coca cola company. Learn more about the cocacola company, our brands, and how we strive to do business the right way. The products are associated with having a good time with friends and family and enjoying everyday life. 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. 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. Stp segmentation, targeting and positioning analysis is. Market focus and growth strategy of the coca cola company. Want an expert to write a paper for you talk to an operator now start live chat now. Business strategy on coca cola coca cola pepsi co free 30.
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. Coca cola swot analysis 6 key strengths in 2020 sm insight. 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. Cocacola uses the differentiation strategy to make themselves unique and separated from other companies. 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.
It contributes to the highest sales of soft drinks globally. The cocacola company business overview from the companys financial report. Its sparkling beverages include nonalcoholic readytodrink beverages with carbonation such as carbonated energy drinks, and carbonated waters and flavored waters. An example for such successful implementation of marketing strategy is coca cola. Because of this, coca cola has come up with long term objectives. 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 cola. Pemberton, an atlanta pharmacist, when he tried to. Nov 09, 2019 the coca cola company is a leading multinational company in manufacture, distribution, and marketing of nonalcoholic beverages. Cocacola has been successful in the global market because it follows the local strategies and is able to deliver as. The first part of the paper concentrate on the internal and external analysis of the.
This strategy gives coke the opportunity to service a large geographic, diverse area. This paper seeks to examine its strategic process and growth stategy that could account for this trendy growth. 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. Under its business level strategy, the company offers its products at the most competitive price in the market. 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. 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. Coca cola uses the differentiation strategy to make themselves unique and separated from other companies. More than 10,000 soft drinks from cocacola are consumed every second of every day on average. 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. They also have nonprice attributes that customers will pay a premium for.