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Background on coca cola company
History and background of coca cola
Background on coca cola company
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Introduction
A pharmacist, Dr. John S. Pemberton founded the Coca-Cola company in 1886, Atlanta. 127 years later, this multinational company become the world’s leading manufacturer, marketer and distributor of carbonated soft drink. Their products such as Coca-Cola, Diet Coke, Coke Zero, Sprite, Fanta, Powerade etc. are packaged in a multitude of formats including but not limited to cans, glass and plastic bottles (Coca-Cola, n.d.(a)).
Coca-Cola took gradual steps to overcome challenges and difficulties to become the all time favorite drink of billions of people. They employ more than 30,000 people around the world. It is unarguably the most visible company in the world. (Vrontis And Sharp, 2003, p. 290) Their three main missions include “to refresh the world - in mind, body and spirit, to inspire moment of optimisim - through our brands and actions, and to create value and make a difference everywhere we engage” (Coca-Cola, n.d. (b)).
Ever since the introduction of Diet Coke in the 1980s, Coca-Cola have continuously added brands and variations to their hall of fame. According to MercoPress (2013), a new member, Coca-Cola Life, is admitted into the family, signifying Coca-Cola’s attempt to go green. In fact, the famous logo with the classic red background is now literally green. Currently only available in Argentina, Coca-Cola Life is sweeteened with sugar and a naturally occuring, no-calorie sweetener stevia and packaged in a fully recyclable material made with 30% plant material.
Current Growth Strategy
The strategic direction of Coca-Cola can be analaysed by combining the product and market segments into Ansoff’s matrix. Growth can be achieved by focusing on any of the quardrants (Howells, 2012, p. 151). In the beginni...
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...ne_kjellberg.pdf?sequence=1>. [Accessed 12 November 2013].
MercoPress, (2013). Grren Coke with natural sweentener stevia launched in Argentina. [Online]. Available at: [Accessed 10 November 2013].
Pecina, J., (2013). Nueva Coca-Cola, Life. [Online image]. Available at: [Accessed 10 November 2013].
Trefis, (2013). Will Coca-Cola Life Breathe Life Into The Ailing CSD Category?. [Online]. Available at: [Accessed 10 November 2013].
Vrontis, D. And Sharp, I., (2003). The Strategic Positioning of Coca-Cola in their Global Marketing Operation. Helensburgh: Westburn Publishers Ltd. pp. 290, 391.
This helps in the serving of the customer needs in order to gain a good competitive advantage that will last in the market and create a big impact. From the above diagram it is clear that Coke Life positions itself in good taste soft drink that contains low calorie. It is therefore very competitive when compared to the normal soft drinks of other beverage competitors such as the Pepsi. Coca-Cola Company serves the best purpose for customers who would wish to strike a perfect balance between soft drink products that have low sugar content and have good taste. The figure demonstrates how market positioning can be a good strategy to help a company to achieve its goals and objectives (Nasdaq, 2014). This helps to counter the competitor and strike a unique feature of the product or service. It is therefore important to ensure that the company finds the right position for its products in the target market that will enable the customer differentiate them from the competitor’s products.
Therefore, the long-term brand of Coca cola and better pricing strategies would help in competing with Pepsi. Unlike, Pepsi, Coca cola had targeted entering into partnership and alliances with local distributors and firms. This helps to develop strong relationship within the domestic firms to reduce the domestic barriers and thus, enhance the company’s competitiveness (Thabet, 2015). Lastly, the Asian markets consist of related and supporting industries to the soft drink industry that helps the companies in gaining a strong competitive position in the markets. Based on the competitive advantage of nation’s model, Coca cola has more home based advantages to develop a competitive advantage in relation to other countries on a global
Analysis of the Coca-Cola Company The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Company markets many of the world's top soft drink brands, including Coca-Cola, Diet Coke, Sprite and Fanta. Through the world's largest and most pervasive distribution system, consumers in nearly 200 countries enjoy the Company's products at a rate of more than one billion serving a day.
Coca-Cola was formulated by John S.Pemberton, originally as a cocawine called Pemberton's French Wine Coca, and originally sold as a patent medicine for five cents a glass at soda fountains, which were popular in America due to a contemporary view that soda water was good for your health. Coca-Cola is the trademarked name, registered in 1893, for a popular soft drink sold in stores, restaurants and vending machines around the world.
To alleviate this conflict Coca-Cola will need to reduce its effect on obesity and related health issues discuss above. The solution to reduce obesity and health related issues is to provide smaller servings and a product with fewer calories. The company has developed a strong tradition of creating programs and events to bring the spirit of the Games to consumers in Olympic host cities and around the world. Coca-Cola is intent on pushing away from the supersize drinks and back to the older, smaller sizes. It started experimenting with smaller package sizes, offering a 7.5-ounce minican that had fewer than 100 calories and retailed for an average of 50¢. Coca-Cola is test-marketing an all-natural stevia-based low-calorie cola called Coca-Cola Life. It’s already available in Argentina and Chile, and this fall it’s coming to the U.K. But it might have a rocky debut when it hits the U.S. This will allow Coca-Cola to continue to provide a profitable product and have a positive effect on the health issues. NEED
Coca-Cola es una empresa que se ha distinguido por más de 124 años en ofrecer bebidas refrescantes a los consumidores que pueden ser con y sin gas. Fue fundada por John Pemberton en Atlanta (su sede), su principal producto es el que lleva el mismo nombre de la compañía, Coca-Cola, sin embargo ya cuenta con una mayor diversidad de productos para todos los gustos que se clasifican en dos principales categorías con y sin gas.
Coca –Cola (KO) is one of the world’s largest beverage companies. Company was incorporated in September 1919 under the State of Delaware law and headquarters is located in Atlanta Georgia. But from 1886, company established its brand in US (Coca-Cola, 2012, p. 1). Currently company is providing for more than 500 varieties of non-alcoholic sparkles to the customers around the world. Apart from this, company also serve for still beverages that includes enhanced water, water, ready-to-drink, juices, energy drink, sport drinks and so on.
The Coca Cola Company offers its products through stylish and unique labeling which presents the Coca Cola brand logo on every product. The customers can easily identify the Coca Cola products because of its unique packaging (Freeman, Kelly, Baur, Chapman, Chapman, Gill &King 2014). In 1986 the Coca Cola Company introduced its new product Diet Coke through Secondary brand association. The major benefits of secondary brand association for the new products are as follows:
They have created ways for agricultural interventions to clean water and so that committees can have food security. They have gone on to create community programs that are responsible use within its operations, and strategic engagement and advocacy in countries such India by providing access to safe water to three million people in developing countries by the end of 2015. Through their partnership with the Columbia Water Center, part of the Earth Institute is one of many examples of how PepsiCo is dedicated to find lasting solutions to the water scarcity and water security. Their goal is to provide safe water to more millions of people in Brazil, China, India and Mali for future protects. The Coca-Cola Company is the world 's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. They are one of the world 's most valuable and recognizable brands There beverage distribution system has consumers in more than 200 countries. The company focuses on initiatives that reduce its environmental footprint, support active, healthy living, create a safe, inclusive work environment, and enhance the economic development of the communities where it operates. As part of a worldwide commitment to give back to the communities in which it operates, Coca-Cola in 2009 launched its Live Positively campaign. This international campaign is a set of initiatives that aim to create positive change in the world through
Experimentation with the new market for carbonated beverages on the decline coke has done experiments in new flavors and healthier alternatives to try to stay competitive. As well as investing in “Keurig Green Mountain is a K-Cup maker but has a new Keurig Cold that can deliver Coca-Cola through the new system.” (Cooper, 2014)
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
Key success factors in the industry are a strong brand presence, maintaining customer loyalty as exploring new markets and distribution channels as well as offering a diversified product line. Implications of these factors are strong competition and dependency of company’s behavior and marketing strategies on competitors’ behavior. This is especially true for Coca-Cola and PepsiCo since their flagship products are very much alike in look and taste.
This competitive advantage has been rendered sustainable as other players have found it difficult to catch up with the company's competitive strategy. In spite of this clear advantage, it was noted that the company faces some challenges being the world leader in soft drink distribution. The canning and bottling of the product which is done in many countries have now fallen into the hands of independent companies, thus it becomes hard for a given company to control the quality of the packaging
Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. Coca-Cola is the leading provider of soft drinks in the world. It not only has the No. 1 selling soda with regular Coke, but its Diet Coke brand outpaced Pepsi for second billing. Within the pop category, Coca-Cola has a number of brand variants, including Dr Pepper and Sprite. The company also produces fruit juices and sports drinks. Emphasis on the soft drink industry, though, has contributed to Coca-Cola 's ability to distinguish itself as a quality provide. Coca cola has its market presence around 200 countries. Every year, The Coca-Cola Company launches hundreds of new products to meet the ever-changing tastes of consumers around the world. In 2014 alone, the company launched more than 450 new products. These recently launched beverages cover a wide selection of categories, including sparkling (Sprite Cranberry, a seasonal drink sold in North America), ready-to-drink coffee (a new offering from the popular Japanese brand Georgia), juice drinks (del Valle Peach Nectar from Brazil and Minute Maid Pulpy Pear from China), enhanced water (Aquarius Delight from Argentina) and a new beverage made from organic fruit (ViO Bio Limo from
Coke Facts The Coca Cola Company Coca Cola India: Key Facts - Coca Cola Business, website: http://www.cokefacts.com/facts/facts_in_keyfacts.shtml