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Coca cola brand strategy
Coca cola brand strategy
Coca cola marketing strategy analysis
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Introduction The Coca-Cola Company is a leading manufacturer, distributor and marketer of soft drink concentrates and syrups, juice and juice-drink products. The company is a profitable company that trades on the New York Stock Exchange. The original product was formulated in 1886 by john Pemberton, a pharmacist in Atlanta Georgia, who sold it at a local drug store soda fountain as a "treatment for the mental and physical disorders. A few years later, Asa Candler acquired the formula, established a sales force and began advertising the brand of Coca-Cola. 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. D. Direct investments to highest potential areas across markets. E. Drive efficiency and cost effectiveness everywhere. In 2003 Coca-Cola Company products comprised of about 10% of total worldwide sales of non-alcoholic beverage products. The company's' primary competitor in many countries is PepsiCo. Other significant competitors include Nestle S.A., Cadbury Schweppes plc, Groupe Danone, and Kraft Foods Inc., among others. The remaining portion will evaluate the performance and give an investment outlook of the Coca-Cola Co using market and ratio analysis. Market Position of Coca Cola in the US: Coca Cola plays a major in its industry, not only in the U.
Therefore, the long-term brand of Coca cola and better pricing strategies would help in competing with Pepsi. Unlike, Pepsi, Coca cola had targeted entering into partnership and alliances with local distributors and firms. This helps to develop strong relationship within the domestic firms to reduce the domestic barriers and thus, enhance the company’s competitiveness (Thabet, 2015). Lastly, the Asian markets consist of related and supporting industries to the soft drink industry that helps the companies in gaining a strong competitive position in the markets. Based on the competitive advantage of nation’s model, Coca cola has more home based advantages to develop a competitive advantage in relation to other countries on a global
To handle the enormous scope of its business, the Coca-Cola Company has divided into six operating units: Middle and Far East Groups, Europe, The Latin America Group, The North America, The Africa Group and The Minute Maid Company. The head Quarter is in the United States. Methods of Research I will use The method of research which I will use is the secondary research, i.e. I have asked The Coca-Cola Company to send me their history and annual reports. I will also call The Coca-Cola Company office to ask some details, I will also use ask them some relevant questions (questionnaire method), interview the people on the high street and will do some research over the Internet. From those sources I am going to finish my all other tasks.
Coca-Cola was formulated by John S.Pemberton, originally as a cocawine called Pemberton's French Wine Coca, and originally sold as a patent medicine for five cents a glass at soda fountains, which were popular in America due to a contemporary view that soda water was good for your health. Coca-Cola is the trademarked name, registered in 1893, for a popular soft drink sold in stores, restaurants and vending machines around the world.
Coca-Cola has an extensive history that began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains (WOCC 1). He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water using the process of effervescence and deemed “excellent” by those who tried the new product (1). Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca‑Cola” as well as designing the trademarked, distinct script, still used today(1).
Aaron, Daniel G. and Michael B. Siegel. "Sponsorship of National Health Organizations by Two Major Soda Companies." American Journal of Preventive Medicine, vol. 52, no. 1, Jan. 2017, pp. 20-30. EBSCOhost, doi:10.1016/j.amepre.2016.08.010. The United States has the “highest rates of obesity in the world” which can be caused by the consumption of soda. A American drinks about 46 gallons of soda in the year of 2009, which gave the United States one of the highest rates of soda consumption. Americans consume sodas every day and is one of the reason people start to gain weight. To find ways to reduce consumption of soda is very important because it
Coca-Cola was invented by Doctor John Pemberton, a pharmacist from Georgia (iml.jou.ufl). It was first called Pemberton's French Wine Coca and was sold as a medicine to help cure colds and give people a boost of energy (iml.jou.ufl). Later on, the name was developed into Coca-Cola by Frank Robinson, John Pemberton’s bookkeeper (iml.jou.ufl). The name Coca-Cola existed because of the Coca leaf, which was present in Coca-Cola, contained cocaine (iml.jou.ufl). After Pemberton died in 1888, Asa Griggs Candler became the sole owner of Coca-Cola in 1891 (iml.jou.ufl). Currently, Coca-Cola is owned by a man named, Muhtar Kent, a friend of Asa Griggs Candler (iml.jou.ufl)
The history of Coca-Cola began in 1886 when a pharmacist from Atlanta, Dr. John S. Pemberton created a different soft drink through his curious experiments. He created a flavoured syrup which was then mixed with carbonated water at a neighbourhood pharmacy shop. This drink was sold at soda fountains as a patent medicine for five cents a glass. It gained huge popularity in the Unites States due to a common belief that carbonated water was good for health. Pemberton’s claim that Coca-Cola cured many diseases like addiction to morphine, headache also led to an increase in sales. Coca-Cola made an average sales of nine servings per day in Atlanta.
The Coca-Cola Company was founded in 1892. Since its inception, the organization has seen a steady increase in its market share over the years, and to this day has operations in over 200 countries worldwide. To achieve such success in its competitive market, Coca-Cola has employed sound strategies that have helped it become among the leaders in its industry. The Coca-Cola Company utilizes Market Based Management (MBM) techniques as well as Value Driven Management (VDM) techniques within the organization and in its market to help the firm sustain its stronghold of the market.
Many large companies in the world is known around the world adopted this strategy, recognizing the global market segment needs, take appropriate marketing actions to create a market . The Coca-Cola Company is the successful use of a model of global marketing, today became the world’s largest and most successful soft drink companies. The Coca-Cola Company's products to anyone who is not required, but because of the company's marketing operations , making today the per capita consumption of soft drinks in some countries over the demand f
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.
My advice for Coca-Cola is to invest in the modern market. Because I think marketing is the ‘smallest’ investment. They have to invest in marketing because of the competitive small companies. And the other markets have more huge disadvantages. The traditional market have a small bargaining power of consumers, you cannot solve this problem. And the economic crisis has an huge impact on the post-modern market.
The Coca-Cola firm is an American multinational beverage business and industrialist, retailer and dealer of non-alcoholic beverage syrups, whose headquarter is in Atlanta, Georgia having more than 550 brands of the world's largest supplier of soft drinks.
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.
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.
Look SDmart, Retrieved 05/16/07, from http://findarticles.com/p/articles/mi_m1365/is_1_31/ai_63974359/print. Coca-Cola: A Technological View, retrieved 5/18/07, from http://projects.olin.edu/ahs/HOT2004/PolarBears/content.htm. Coca-Cola Our Company- Around The World, retrieved 5/18/07 from http://www.coca-cola http://www.thecoca-colacompany.com/ourcompany/aroundworld.html Nutrition Business Journal. Penton Publishing. October/November 2005.