Coca-Cola was founded 125 years ago and has dominated the non-alcoholic beverage industry for a significant amount of time. It currently leads the industry in market share at around 40% and 1.9 billion servings are consumed each day around the world (Business Insider). The company is mainly known for their carbonated soft drinks, but they own around 500 brands of soft drinks, juices, bottled waters, sports drinks, and other types of drinks. Coca-Cola has a total of 17 brands that have individual revenues of over $1 billion including: Coca-Cola, Diet Coke, Powerade, Dasani, Fanta, and Minute Maid (Market Realist). Coca-Cola is served in over 200 countries across the world and can be enjoyed by all types of people; however, they are targeting One could categorize Coca-Cola as a CPG company. Technically it could be thrown into that bucket, but in reality, Coca-Cola is not competing with companies like General Mills, Procter & Gamble, or Reckitt Benckiser. Coca-Cola sells perishable drinks, not reusable or disposable products. Coca-Cola is almost a medicine. As a matter of fact, the company’s original marketing strategies revolved around the ability of the drink to cure headaches. Its primary competitors are PepsiCo, Dr. Pepper Snapple Group, and less obvious, Starbucks and Nestle. As Coca-Cola partners with Dunkin Donuts on a new joint venture offering bottled coffee products, they enter into a niche product market where Nestle and Starbucks are their primary competitors (WSJ). Thus, if one was to classify Coca-Cola as something other than non-alcoholic beverages, then they could classify them as a bottling company. We chose to stick with the beverage industry because it requires more expertise to understand the chemistry and manufacturing involved with advantages in the unfamiliar bottling industry than it does to understand how brand equity drives competitive
Coca Cola Company has over 300 different brands across 200 countries. The company offers customers both carbonated and non-carbonated beverages which include fruit drink, fruit juice, sports drinks, bottle water and coffees. To stay ahead of the competition, Coca Cola is always developing new and existing brand locally and globally. The company does a good job investing a lot of money in marketing campaigns. These campaigns are meant to help with spreading awareness so that customers can stay inform of new and existing brands.
The Coca-Cola Company - American multinational corporation operates in a nonalcoholic segment of Beverage Industry. The history of the industry goes back to the 17th century, when the first marketed soft drink came to the Western Market.
This is all thanks to the company's ability to stay competitive in the world marketing competitive environment. "The competitive environment, also known as the market structure, is the dynamic system in which your business competes. The state of the system as a whole limits the flexibility of your business."-Stan Mack(CHRON) The ability to stay flexible in todays market has enabled company to create revenue through adapting to changing views of the consumers. Although the first thought when hearing the Coca Cola name is still soda, the trend of non-carbonated and sugary drinks is the most revenue producing products of the company today. Don't get it wrong, the company still has 4 name brand sodas that bring in over $1 billion apiece in revenue annually, but the most substantial revenue is the companies investment in non-carbonated and sugar-based drinks. Products such as Smart Water, Vitamin Water, and Fairlife Superkids(milk) are among the nearly 400 products produced by the company that are not soda-related.(Fortune) So even with soda sales at the 30-year low, The Coca Cola Company continues to adapt to the ever-changing competitive market environment and sustain its household name and
Invented in 1886 by Dr. John S. Pemberton, Coca Cola has become known for its recognizable brands and distinctive taste. Coca Cola Enterprises falls under the beverage industry and reaches consumers in over 200 countries, having the world’s largest beverage distribution system. In today’s market, the number of daily sold Coca Cola beverages averages 1.9 billion. Its mission is to “refresh the world, inspire moments of optimism and happiness and create value and make a difference” (Coca Cola website). Its vision serves as a framework to guide all aspects of the business to continuously achieve sustainable quality growth. Coca Cola’s recognizable brands and distinctive taste has created one of the world’s largest beverage systems that focus on its mission and vision to continuously sustain quality growth.
The Coca-Cola company is world wide beverage company. It has an annual revenue of over $45 billion dollars. It is one of the world’s most recognizable brands. The company is the number one nonalcoholic beverage company. Coca-Cola owns, operates and markets more than 500 beverage brands, that range from sparkling water to juice, to of course, soda. These products are sold in more than 200 countries.
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.
American Soft Drink and the Company That Makes It. 3rd ed. New York: Basic, 2013.
According to Coca-Cola “Globally, Coca-Cola is the number one provider of sparkling beverages, juices and juice drinks, with nearly 200 no and low calorie products. As of 31 December 2016, the company had over 100,300 associates worldwide and has more than 900 plants around the world. The Coca Cola brand from 2006 to
Coca Cola currently has an average of 120,000 thousand full time employees worldwide. The Coca Cola Hub is located in Atlanta, Georgia. The employees helped produce Coca Cola’s popular American drink, bringing in over $1.5 billion in net sales in the first quarter in 2016. The Demographic profile of Coca Cola’s customers is so diversified, because of the multiple products they offer to the variety of markets. Coca Cola strategically analysis there products to target and mass market for the right customers, areas and preferences. This creates wants and needs to help brand new products and unpopular products.
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.
“A unique and recognized brand” Coca Cola is the most popular among trademarks across the globe.
The Coca-Cola company is one of the world’s leading soft drink maker, operating in more than 200 countries, selling more than 400 brands of non-alcoholic beverages including diet and light beverages, waters, juices and juice drinks, teas, coffees, sports and energy drinks. Coca-Cola is one of the most valuable brands in the world and is also recognized as one of the most successful brands globally. The success of this brand revolves around five main factors.
The beverage manufacture and bottling industry is greatly influenced by economic and other market trends associated with consumers. To capitalize on its strengths and opportunities, Coca-Cola targets specific demographic segment through online viral marketing for its product; it uses the new technology tools (Facebook, Instagram) as medium of communication market its products and interact with the consumers. The company use well-known celebrities for their add campaign and sponsor sport events such as the Olympics and world cup soccer game to promote their brands. On the other hand to minimize its weakness and threats, Coca-Cola allocate funds and resources for research “guided by international standards including the International Labor Organization's code of practice on HIV/AIDS and the world of work, and the Joint United Nations Program on HIV/AIDS (www.coca-cola.company.com)”. The company also promotes diversity in its workplace that serves to recognize leadership and fairness to encourage a work atmosphere of open communication and to essentially seek and leverage new ideas.
According to "History: The Coca-Cola Company" (2014), “The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Com...
By defining “real stakeholders” as those who have a legitimate claim and firm has responsibility towards them and the influence and power are reciprocal (Fassin 2009), the following groups are real stakeholders for whom Coca-Cola HBC is responsible in terms of both management and ethical issues.