Essay on Case Analysis of Coca Cola

Essay on Case Analysis of Coca Cola

Length: 1830 words (5.2 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

Case Analysis of Coca Cola

1. In the 1980s, under CEO Roberto Goizueta, Coca-Cola was a global brand with a growing presence in global-emerging markets like Europe, Russia, and South East Asia. It beat back its main rival Pepsi to be a leader in the carbonated beverage market with a 70% market share. During the 1990s however, under new CEO M. Douglas Ivester, the company’s market share started declining due to political (regulatory), economic, social (consumer), and technological (operations) challenges in the marketplace.

While Coca-Cola was trying to consolidate its position in it’s core cola market, there was an increasing shift in consumer tastes in favor of non-carbonated beverages such as juice, tea, and bottled water. Local brands in local markets moved in to fill the gap in Coca-Cola’s product lineup, and to cater to the growing local tastes and nationalistic preferences of consumers.

Coca-Cola’s global bottling & distribution system, consisting of ten anchor bottlers, was one of its greatest strengths. These independent bottlers like CCE, in which Coca-Cola held a significant minority stake, enjoyed a good run till the currency crises in Russia, Asia and Latin America in 1998 put a strain on the bottlers’ profit margins and on Coca-Cola’s profits in turn.

European regulatory authorities scuttled Coca-Cola’s growth and acquisition plans by invoking anti-monopolistic regulations against the company. The nationalistic and protectionist governments took a political stance against Coca-Cola, which was perceived to be a symbol of domineering, American businesses. Health and hygiene issues related to Coca-Cola’s products in Belgium & France further dented the company’s prospects in Europe. Domestic (US) and global...


... middle of paper ...


.... This strategic change was symbolized through Daft’s decision to stop construction of a large, ostentatious new headquarters on European soil.

Although Daft’s changes put Coca-Cola in a position to respond well to local opportunities, his global strategy was subject to certain risks. First, innovative product ideas and successful marketing strategies implemented at the local level might inadvertently remain there. In addition, customizing products to meet local tastes could be expensive.

And finally, with increased independence of regional offices, Coca-Cola’s main global mission might not be carried out consistently throughout the globe. Daft must adopt a strategy that incorporates local sensitivities with a unified global approach. This approach will put Coca-Cola in a position to be a global leader in the 21st Century.

Bibliography
Cocacola.com

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Analysis of Coca Cola Company Essay

- 1. Introduction For over 126 years, Coca Cola has been operated as world’s largest beverage company together with its subsidiary brands. The United States, as Coca Cola’s international headquarters, has one of the largest populations where Coke is the main beverage for most of the consumers. The purpose of this essay is to determine whether the environmental changes in the United States are beneficial for Coca Cola Company to operate more markets in the future. This essay will explore both the Coca Cola Company as well as the market in the United States....   [tags: Coca Cola Case Study, SWOT Analysis]

Strong Essays
2711 words (7.7 pages)

Essay about Environment Analysis and Market Research: A Case Study of Coca Cola

- Environment analysis and market research: A case study of Coca Cola. The Coca Cola Company has been among the world’s top companies that have been able to perform well in all the areas of the world. The company follows the latest strategic research and evaluation methods to formulate such strategic policies that helps in not only meeting the customer expectations and desires but also achieving various organizational goals and objectives. The main threat of the company is not from the local producers but from the global producer Pepsi Co that has similar product line and methods of manufacturing and distribution....   [tags: business management, softdrink giant]

Strong Essays
2321 words (6.6 pages)

Coca Cola Company Case Study Essay

- The Coca-Cola Company is one biggest enterprise that people across a global is lots of consumed and recognized. Also, the company has organized structure of itself in terms of reflecting on the particular requirement of local market sensitively. (Coca Cola company Case study). In this essay will analysis achieving of company strategy and consider about responsiveness of product to customers. Responsiveness, however, have to consider the international business strategy that to be suitable with regional and analysis their supply chain through cost and efficiency trade-off....   [tags: Coca-Cola, The Coca-Cola Company, Diet Coke]

Strong Essays
708 words (2 pages)

Coke Zero Essay

- I. Introduction Nowadays a trend of shape concerned is very popular globally. Consumer tends to prefer and buying more of healthy product and also low/non calories products. Lifestyle of people changing from eating junk foods to low/non calories products even become a vegetarian. Not only shape concerned but some of a dangerous disease also cause from consuming sweet and high fat foods. Therefore marketers see this opportunity in the market and try to invent any goods that can fulfill the demand of consumers in the market....   [tags: Coca cola Business Case Study Analysis]

Free Essays
1499 words (4.3 pages)

Swot Analysis : Coca Cola Essays

- Issue Identification The Coca-Cola Company is currently in a strong competitive position in comparison to its rival companies, dominating the carbonated soft drink market with a market share of 48.6 percent in 2015 according to Bloomberg. It is true that the firm’s annual report on Form 10-K shows a decrease of 4% in net operating revenues from 2014 to 2015 but the company still appears to be in a sound financial position with at 2% increase in volume of its beverage products, favorable product mixes in emerging markets, and a foreseeable increase in revenue from investments and recent acquisitions....   [tags: Soft drink, Marketing, Coca-Cola, Revenue]

Strong Essays
847 words (2.4 pages)

The Marketing Strategy Of Coca Cola Company Essay

- Lesson # Case Studies Star Student International American University Incredible Instructor Month Date, Year COKE IT IS. Coca-Cola Company started way back with a unique, market- tested formula at first was to develop a version of the coca wines (basically cola with alcohol and cocaine) became popular at that time but beverage manufacturers forced to produce a non- alcoholic beverage. It is the world 's biggest drinks company nowadays. A carbonated soft drinks as well as a substantial chunk of the somewhat larger, non-carbonated segment....   [tags: Coca-Cola, Soft drink, The Coca-Cola Company]

Strong Essays
1147 words (3.3 pages)

Marketing Strategy Of Coca Cola Essays

- Coca-Cola had emerged from a period of turmoil in 2005, sales were falling and there was limited synergy across international marketing efforts for the brand, which lead to inefficient usage of their resources and media budget. To correct this, a new leadership team was instilled with a renewed focus on strategized global marketing efforts and content creation. Specifically, a new team would be created out of the corporate headquarters in Atlanta to create synergy between the global and local positioning of the Coke brand by creating and locating content marketing campaigns that had potential global appeal....   [tags: Advertising, Coca-Cola, Carbonation, Marketing]

Strong Essays
1059 words (3 pages)

Essay on Strategic Management : Coca Cola

- Title: Essay of strategic management Introduction Coca-Cola is the world largest company in beverage. It is the most successful beverage company in the past 50 years for its’ strategic communication. Besides, it also indicate its mission documented to state holders in terms of using strategic management , but they should reshape a more detail about formal mission statement. Considering their statement of vision, they are in a shroud of secrecy, especially its website and falls by controlling the company’s future as the supports in case of company strategy, and the company should also be reformed in order to offer a detail tract for future and goals....   [tags: Coca-Cola, Soft drink, Strategic management]

Strong Essays
827 words (2.4 pages)

Coca Cola 's Marketing Strategy Essay

- Coca-Cola’s goal was to propel Coke to be the number one beverage in the market. In addition, the company looked towards diversifying their portfolio of offerings by introducing other lines of soft drinks. As competitors such as Pepsi infiltrated the market, Coca- Cola lost sight of their company’s objectives. Executives became immersed in other issues such as government allegations, syrup prices, ownership of company franchises and ignored the principle issues such as the marketing and sale of their product....   [tags: Coca-Cola, Cola, New Coke, Pepsi]

Strong Essays
882 words (2.5 pages)

The Carbonated Soft Drink Industry And Competitive Strategy Of Coca Cola And Pepsi

- This analysis takes a look at the carbonated soft drink industry and competitive strategy of Coca-cola and Pepsi. This was a very attractive market at the time as Americans were consuming carbonated soft drinks more than any other beverage. Both companies needed to find ways to boost flagging domestic cola sales and generate diverse sources of revenue. Both firms modified their production strategies including their bottling, pricing, and brand strategies. They looked to emerging international markets to stimulate growth and broaden their brand portfolios to include noncarbonated beverages like tea, juice, sports drinks, and bottled water....   [tags: Coca-Cola, Soft drink, Brand, Cola]

Strong Essays
701 words (2 pages)