Case Studies as a Management Consultant Coca-Cola Company is the leading soft drink and beverage company across the globe that has constantly achieved tremendous success and profitability throughout its operations. The company’s success and profitability throughout the years can be attributed to effective management strategies of its business operations. This has contributed to a strong reputation that has not only attracted a huge customer base but also resulted in enhanced performance. The success and profitability can also be attributed to diversification of its products and provision of excellent customer service. However, the company has experienced significant challenges in the recent past that has forced its former executive to …show more content…
Neville Isdell, embarked on a process to identify marketing problems and opportunities. During this process, Isdell stated that the company’s system wasn’t broken and there was still an opportunity for growth of the firm and other brands. The identification of marketing problems and opportunities was utilized as the framework for developing marketing and innovation strategy transformation towards positioning the company on the cutting edge of consumer brands. In light of the troubles surrounding the firm, all it took to revamp Coca-Cola’s business operations and profitability was to see a different reality for growth (Cravens & Piercy, 2008, …show more content…
As previously mentioned, Coca-Cola’s product strategy of developing healthy beverages is influenced by the need to meet the changing tastes and preferences of consumers towards alternative beverages. As part of its product strategy of developing healthy beverages, Coca-Cola launched 18 clinical trials to examine the health benefits of various new ingredients for future drinks. The transformation of Coca-Cola’s beverages has played a crucial role in transformation of the firm following a turbulent period that was characterized by significant success of its major
Facts: In 1886, John Pemberton invented a caramel-colored soft drink. It was name Coca-Cola after the main two ingredients kola nuts and coca leaves. The problem came when they called the beverage Coke. Coca- Cola Company sued The Koke Company from using the word “Koke” for any of their products. Coca- Cola Company was the plaintiff and The Koke Company was the defendant in this case. Coca- Cola states that the Koke Company is in violation of trademark infringement and it is unfairly making and selling the beverage that use a trademark of Coke. The defendant The Koke Company propose to manufacture and sell as a bottled product soft drink, which the defendant has designated as "Koke-Up"
A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability assurance and care.
The Porter’s model of competitive advantage of nations is based on four key elements including factor endowments, demand conditions, related and supporting industries and firm strategy, structure and rivalry. This makes it suitable in understanding the competition existing in the soft drinks industry in the Asian markets. The factor conditions identify the natural resources, climate, location, and demographics. Coca cola and Pepsi enjoy the growing population in the Asian markets (Yoffie, 2002). A higher population guarantees the two companies adequate revenues. Other factors include communication infrastructure and availability of skilled workers. Most of the Asian countries are embracing new technologies that grow much knowledge of the diverse beverage drinks. Secondly, the demand conditions play a significant role in enhancing competitiveness for the firms. Both Coca cola and Pepsi are an
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.
CASE 1-3: Coke and Pepsi Learn To Compete in India The political environment in India proved critical in that their government was unfavorable to foreign investors. They prohibited the import of soft drinks since they felt it could be gotten anywhere. They also prohibited the foreign brand name and wanted the name Lehar Pepsi and Coca-Cola India, an indigenous name. These effects couldn’t have be anticipated prior to entering the market because the trade policies, rules and regulations of India were difficult and unpredictable.
Numerous definitions of strategy exist, in most circumstances strategy can loosely be explained as an overall plan of deployment of resources to ascertain a favourable position within a market (Zablah, Bellenger and Johnston 2004; Grant 1994, p 14). Further, imbedded in many successful organisations are strategies, the importance of which is to remain relevant in the market, and successful in the various attributes of business; profiteering, employee motivation, maintaining sustainable core competencies, effectiveness in operation, or efficiency in the conduction of operations. Therefore challenges involved in the formulation and implementation of a strategy can revolve around the overall external market, as well as internal
As stated by Iacobucci & Churchill, 2010, research design is the framework to collect and analyze data. Coca-Cola’s market research should have included both exploratory (ideas and insights) as well as descriptive (relationship between two variables) parts. Additionally, the market research should have encompasses the consumption of Coke to demographic, geographic and psychographic aspects to further analyze whether the company should tap into the Pepsi Generation or target another market. Furthermore, ethnography, the research in natural setting such as in-home use should have been conducted. If this was the case, the company would have not fallen victim to the results of the taste test and altered the original recipe. Additionally to the market research, the team should have used both individual and group methods for preliminary research and ensured that research results are the same then proceed. Market research is all about asking the right questions. Coca-Cola should have asked participants whether they would give up the original formula for a new one. Instead of asking “Which flavour do you prefer?”, they should have asked “ How would you feel if we changed thee original Coke recipe?”. If this was the case, Coca-Cola could have begun to uncover not only the deep attachment consumers had to the brand as well as realized the sensation transference that came from
Weaknesses – Coca-Cola is a very successful company with an impeccable social media following. Word of mouth is probably a strength, but only when feedback from consumers is positive, but there are people who are against Coca-Cola and their products. Even though Coca-Cola produces over 200 brand products, Coca-Cola lacks the social media popularity of other brands that they produce (Moth, 2013). Many drinks that they produce are extremely popular such as Coke or Sprite, but there are a lot of Coca-Cola products that are unknown, unseen, and unavailable for
There are very few corporations that hold such world popularity like the Coca-Cola Company. The trademark of Coca-Cola is by far one of the world’s most popular brand names. Coca-Cola dominates the product industry and sets a standard of competition not easily met. Research shows that the trademark is recognized by over 94% of the world’s population and is the most widely recognized word following “OK.” Coke’s original formula was conceived in the late 19th Century. It original business began as a health formula with less than 10 servings a day in its first year. Now business is credited with approximately 1 billion servings consumed each day. Coca-Cola now holds a monopoly on the soft drink industry and includes a massive 500 product range.
The Coca Cola Company has served various kinds of drinks from 1866 until present. As expected, Coca Cola Company made $48 billion net operating revenues, $9 billion net income, and $162 billion market capitalization in 2012. These huge amounts of earnings in 2012 proving that the Coca Cola Company makes big profit successfully within a year. Besides profit that is achieved, Coca Cola Company also ranked by Interbrand as World’s Most Valuable Brand with $77.8 billion in 2012. Moreover, the company supports over 280 physical activities or nutrition education programs in more than 115 countries around the world (The Coca Cola Company, 2013).
Learning from experience Coca-Cola has had some fierce competition over the years but nothing in the form of an entire health market shift like now. As well as mounting political persecution of its products like they are facing today. They must rely on past experiences to get through but likely will need to start studying the new trends to stay relevant.
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.
Cola Wars Environmental Analysis 1. Introduction External environmental analysis of US carbonated soft drink (CSD) industry allows concluding that declining CSD sales call for changes in industry operations whereby market players can benefit from the fundamental shift in the industry development and maintain its leadership positions in beverage market. Analyses of macrolevel, industry, and competitive environments suggest that expansion, strong brand recognition, and changes in value chain will be key success factors in the future industry development. 2. What is the difference between a.. External environmental analysis a. Macrolevel environment (PESTEL analysis) i. Political New federal nutrition guidelines identified CSD as the largest source of obesity-causing sugars in the American diet.
Coca-Cola is a company with sustainable competitive advantage. The company is innovative and has an extensive business model with boasts of a sustainable distribution network. The company was incorporated in the late 1800s to commence the production of a sweet fizzy beverage that has become the world's most known brand. Presently, the company is still on an upward trajectory as it remains one of the world's most sought-after stocks. The company's competitive advantage has shown resilience and sustainability over the years.
The Coca-Cola company was founded in 1886 by John Pemberton, a Civil War veteran and Atlanta pharmacist. He was inspired by his curiosity as he stirred up a fragrant, caramel-colored liquid that he brought down to a place called Jacobs’ Pharmacy. There he added carbonated water and let several customers sample the new concoction. Jacobs’ Pharmacy put it on sale for five cents a glass and named it Coca-Cola. This “inspired curiosity” has now grown to be the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. In 1906 Coca-Cola opened bottling plants in Canada, Cuba, and Panama. Today they produce nearly 400 brands in over 200 countries. More than 70% of their income comes from outside the U.S. (1). This paper will focus on an analysis of operations of the statement of cash flow reports and a vertical and horizontal analysis of the consolidated balance sheets. Also an analysis of the global financial condition of the Coca-Cola Company and the value of goodwill and other intangible assets will be discussed.