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The Coca-Cola Value Chain

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Length: 2732 words (7.8 double-spaced pages)
Rating: Blue      
Price: $29.95
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Introduction

Coca Cola markets nearly 2,400 beverages products in over 200 geographic locations. As a result development of a superior value system is imperative to their operations. Throughout this paper we will analyze their value system by using Michael Porter’s value chain analysis model. In an attempt to paint a current picture of the non-alcoholic beverage industry we will assess the market activity by using mergers, acquisitions and IPO’S as our benchmarks to determine if the market is growing or contracting.

Value Chain Analysis

A value chain is a model used to disaggregate a firm into its strategically relevant value generating activities, in order to evaluate each activity's contribution to the firm's performance (Terms V 2006). Through the analysis of this model we can gain insight as to how a firm creates their competitive advantage and shareholder value.

The value chain of the nonalcoholic beverage industry contains five main activities. These include inbound logistics (suppliers), operations, outbound logistics (buyers/ customers), marketing and sales,...


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...) Coca Cola HBC Improves Sales Productivity by 25
Percent with Symbol Solutions. Retrieved October 24, 2006 from, http://www.scansource.com/symbol/files/CocaCola_CS.pdf

Reuters (2006) Beverages (Nonalcoholic): Milestones. Retrieved October 24, 2006 from, http://www.investor.reuters.com/business/KeyDevelopmentsBusInd.aspx?industry=BEVNON&topiccodes=207&target=%2fbusiness%2fbussecindustry%2fbussecindfake%2fbusindmajerdev

Yahoo Finance (2006) IPO’s By Industry. Retrieved October 25, 2006 from, http://biz.yahoo.com/ipo/indg_m.html



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