INTRO There are many factors, internal as well as external that impact the planning function of management within an organization, and Coca-Cola is no exception. More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. The Coca-Cola franchise covers a population of approximately 398 million people. Coca-Cola Enterprises employs approximately 72,000 people who operate 463 facilities, 54,000 vehicles and approximately 2.4 million vending machines, beverage dispensers and coolers.
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.
The Coca-Cola became incorporated in 1919 and is now the largest manufacturer, distributor and marketer of non- alcoholic beverages in the world. Nature of the Business Today Coca-Cola markets and connects with consumers using a portfolio of nearly 400 brands in over 200 different countries. Coca-Cola has five strategic business units: North America, Africa, Asia, Latin America, and Europe, Eurasia and the Middle East. The company adopted their strategies of success using the following strategic priorities: A. Accelerated carbonated soft-drink growth, led by Coca Cola B. selectively broaden the family of beverage brands to drive profitable growths C. grow system profitability and capability together with our bottling partners.
The soft drink industry is one of the largest and assorted industries in the world; consumption in the United States alone is rated at 95%. Together Pepsi and Coke have dominated the soft drink industry, staying higher than any other competition for decades. Not only have they dominated the national market, but also have dominated the global market. Pepsi and Coke have triumphed over many obstacles, so that they may produce and distribute products in most countries around the globe. Both employ a strategy called “the follow up strategy”.
Introduction The global market for international soft drink industry is about $ 198 billion out of which the giants like Coca Cola and Pepsi hold a major stake. The marketing and sales trends vary from one country to another depending on the geographic and climatic conditions. Cadbury Schwepps is the third major player in the global soft drink industry. The three giants occupy about 90% of the total market. Over the past few years, the global trends have clearly indicated that the consumption of carbonated and non-carbonated soft drinks has nearly doubled.
PRODUCT The Coca Cola Company has almost 400 brands of beverage. It markets four of the world's top five soft drink brands (Classic, Sprite etc). Consumers in nearly 200 countries enjoy The Coca Cola company’s products every day. The original and the best sell brand is Classic. It probably is the most people’s first choice.
The worldwide product lines include several hundred brands that have been estimated to produce nearly $108 billion in cumulative annual retail sales. To be designated as a food and beverage industry main brand PepsiCo had to reach annual sales of over $1 billion which it achieved in 2009. PepsiCo has a significant presence in Mexico through its acquisition of the Gamesa cookie company and the Sabritas snack company. The corporation has a division in Europe that includes all operations in Europe and South Africa. PepsiCo also has a Middle East and Africa division that includes all operations in Asia, the Middle East, and Africa.
“Advertising and marketing capabilities”: The company has spent annual advertisement that was $3.499 billion, $3.266 billion and $3.342 billion in 2014, 2013 and 2012, respectively. Advertising payment charged for 6,9% of total profits each year. In 2014, The Coca Cola Company was the biggest promoter in worldwide about the beverage industry. (Coca Cola Company,