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Coca cola challenged this criticism and took assistance from the U.S. Embassy situated in India.
For regaining its position in India, Sanjiv Gupta, a coca cola representative, did research and then showed the results to public through websites and advertisement. Sanjiv Gupta showed a great example of regaining the position of a brand after severe criticism. Coca cola fought bravely in this attack and openly communicated with the public.
Future of coca cola
Coca cola is the leading brand of the world. Coca cola advertisement and other promotional activities are at its peak. In order to sustain its position in the market it is imperative that coca cola should keep on altering its strategies according to the changing tastes of customer. Besides this, it is also essential for the company to maintain the financial position so that it can develop a constant relation with the shareholders. The present position of…
Bell, L. (2003). The Story of Coca-Cola. London: Black Rabbit Books.
Company, D.P., & Allen., F. (1999). Secret Formula: How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-Known Product in the World. Chicago: Diane Publishing Company.
Eldred, M.J. (2008). The Emperors of Coca Cola. Chicago: Lulu.com.
Gill, M., & Gill, C. (2008). Coke or Pepsi? London: Fine Print Publishing Company.
COCA-COLA vs. PEPSICO COMPANY
Company Financial Comparative Study
Coca-Cola Company and Pepsi Incorporation are beverage-producing companies worldwide. Over the years, people have had different opinions and ideas about the two companies, although their products are meant to serve the same purpose. Both plants have sub-plants, although Coca-Cola Company has its sub-plants worldwide. Pepsi Company has managed to set plants in specified regions, which serve as strong hold of the company. Pension plans set by both companies have also affected the level of investment and risk in the companies, and has also affected their level of production and sell of their products worldwide. Both companies have established strong public relations worldwide which aids them in linking the consumers to the company.
Both companies have diversified products that face competition from the rival company, and have different pension schemes. Pension schemes for both companies aim at benefiting their retired employees, and…
Haslett, W. (2010). Risk Mnanagement: Foundations For a Changing Financial World. Chicago: Wiley Publishers.
Kortleve, N.N. (2006). Fair Value and Pension Fund Management. London: Emerald Group Publishing.
Sortino, F. (2001). Managing Downside Risk in Financial Management. Toronto: Butterworth-Heinemann.
Stickney, C.W. (2009). Financila Accounting: An Introduction to Concepts, Methods, and Uses. Balton: Cengage Brain .
Coca Cola Is Everything
Coca-Cola Is Everything: SCM, CM, EP, Social Media
Importance of standardization in supply chain management
Software services of Coke
My Coke ewards an example of a switching cost
Pepsi's Facebook page and comparison with Coca-Cola's Facebook
Supply Chain management is regarded as anintegratedapproach for managing business resources. The companies including largescaleenterprises utilize its capabilities to enhance their business performance. The capability of the supply chain management can be increased through using a standard system in all operation across the globe. The companies enable their business processes to reduce cost and increase efficacy. The additional advantages can also be achieved through integrating their system for suppliers and distributor's capability enhancement.
Coca-Cola is a multinational organization and it has the capability to integrate supply chain management, Enterprise resources planning, Customer relationship management, and Social media marketing to support the business processes. The expansion and reline of business intelligence…
Celsi, M.W., Money, A.H., Samouel, P., & Page, M.J. (2011). Essentials of business research methods. ME Sharpe.
Kumar, V. (2010). Customer relationship management.John Wiley & Sons, Ltd.
Linkner, J. (2007). Leaning Forward: Surviving/Winning in the Future of Interactive Marketing. Dog Ear Publishing.
Nicosia, N., & Moore, N.Y. (2006). Implementing Purchasing and Supply Chain Management: Best Practices in Market Research (Vol. 473). Rand Corporation.
Coca Cola Pricing Strategy
Coca-Cola does not have one price all over the world and the reason behind this pricing strategy can be encapsulated in two main arguments:
Not all countries in the world have a thriving economy
The currency exchange rate can make all the difference
Let us now understand what these arguments mean. If India ever followed the uniform pricing strategy all over the world, it would not only lose a large chunk of customers but also lose out seriously to its competitors in those local markets. Every country, regardless of its size and economy, does have local producers offering a vast or limited variety of refreshment drinks. These drinks are normally priced low since they are every-day drinks and need to be consumed often, sometimes more than once a day. If the local producers ignore the per capita income of the country, they would never be able…
Coca Cola India. Tuck School of Business, Dartmouth. 2004
Draganska, M. Consumer Preferences and Product-line Pricing Strategies: An Empirical Analysis. 2003
Coca-Cola is an extremely effective organization. Nevertheless it has a number of difficulties surfacing at this time. The Coca-Cola Company offers around four hundred various consumer drinks and merchandise. The majority are not known as well as seldom observed with regards to accessible purchase. Furthermore, an additional problem the organization ought to deal with may be the health problems associated with soft drinks since it really is recognized that the well-known Coca-Cola soft drink is not really good for people's health and wellness. Along with modern and continuous change in consumer behaviour towards healthier items, the overall clients for the company may reduce (Brennan, et al., 2008).
Main body -- SWOT Evaluation
Planets top brand
Coca-Cola offers and enjoys a powerful brand name reputation around the world. The organization features a top brand name along with a powerful brand name collection. Business-Week as well as Interbrand,…
Brennan, R., Baines, P., Garneau, P. And Vos, L. (2008) Contemporary Strategic Marketing -- Coca-Cola: Challenges to Global Growth. Palgrave Macmillan, 2nd edition, pp. 227 -- 240 and 365 -- 373.
Daily Finance (2012). Coca Cola. Accessed 14-0312 from http://www.dailyfinance.com/quote/nyse/the-coca-cola-company/ko/earnings-growth-rates
Geuss, Megan (October 2010), "First Coupon Ever," Wired 18 (11): 104
Kamruzzaman, M. et al. (2009). Strategic Management Issues of Multinational Companies (MNCs): A Case Study on Coca-Cola Company. Retrieved on August 25th, 2011 from http://www.slideshare.net/Zafour/strategic-management-issues-of-multinational-companies-mncs-a-case-study-on-cocacola-company
Coca-Cola Supply Chain Management-A
Coca cola supply chain management
The first section of this paper touches on the Coca-Cola Company's historical background detailing the time of its inception and the brains that were behind its formation and growth. This section also touches on the advertisements that have since been used from its inception. This section finally illuminates its mission statement.
The second section talks about the challenges that Coca-cola has faced. These challenges include competition its products faces from its competitors like PepsiCo. Another challenge that has been highlighted is that of an incidence at the bottling plant in Shanxi Province. Other challenges faced include advertisement flops and changes in the taste of consumers with regard to carbonated soft drinks and their subsequent switch to other brands like juice products. Another challenge that has been highlighted is brand extensions.
The third section of this paper highlights financial implications the implementation…
Adi, I. (2011, October). Shaking things up at Coca-Cola. Harvard Business Review .p.1.
Dean, F.Q. (2005, December 11). Why coke has real problems. BloombergBusinessWeek. p.1.
Ianev, R. (2009). Oracle RAC for SAP at Coca-Cola Hellenic: Laying the Foundation for Higher SAP Availability and Optimized Maintenance Management. Retrieved from http://www.oracle.com/us/solutions/custstory-rac-cocacolahellen-177736.pdf
SAP. (2004). Coca-Cola Enterprises Joins SAP in Direct Store Delivery Initiative to Enhance
The total asset turnover ratio on the other hand indicates that just as is the case with the fixed asset turnover ratio, the Coca-Cola Company has been less effective in the utilization of all its assets in sales generation.
The inventory turnover ratio is essentially a measure of the number of times the inventory of a business entity is replaced or sold within a given period of time. In the words of Gallagher and Andrew (2007, p.97), "if the company has inventory that sells well, the ratio value will be high." During the three years under consideration (see table 3 above), PepsiCo has consistently had a better inventory turnover ratio than the Coca-Cola Company. This essentially means that PepsiCo has consistently had stronger sales than the Coca-Cola Company. eceivables turnover ratio on the other hand is a worthy measure of how fast a given company is in the collection of…
Bragg, S.M. (2012). Business Ratios and Formulas: A Comprehensive Guide (3rd ed.). Hoboken, NJ: John Willey and Sons
Gallagher, T.J. & Andrew, J.D. (2007). Financial Management: Principles and Practice (4th ed.). Minnesota: Freeload Press.
Gitman, L.J. And McDaniel, C.D. (2008). The Future of Business: The Essentials (3rd ed.). Mason, OH: Cengage Learning
Ingram, R.W., & Albright, T.L. (2006). Financial Accounting: Information and Decisions (6th ed.). Mason, OH: Thomson Higher Education.
Instead, the Cola Wars helped the industry grow. In 2000, for example, 41% of total non-alcoholic beverages sold were CSDs. In the late 1990s and into the 21st century, the drinks with high growth (and media hype) were non-carbonated juices, sports drinks, tea drinks, dairy drinks, and bottled water. Pepsi dominated this market with Gatorade, Lipton and Aquafina. The bottlers were also required to reinvest in more complex equipment to keep up with the market, since they were poised for CSDs which were growing at a far slower pace. Labor costs, equipment costs, and higher retail prices also changed the landscape (Yoffie, 13). Pepsi was more innovative in flavor, acquisition, and most particularly, remarketing its product to a newer generation of consumers (energy drinks, combo drinks, etc.).
Building on SWOT
In July 2006, Coke built a website called "The Coke Show," attempting to get people to build their own profile…
Global Consumption of Soft Drinks Rising 5% Globally. (December 12, 2003).
Minfully.org. Retrieved from:
How Coca-Cola is Reinventing their Marketing Strategy with Social Media.
Coca-Cola's industry conditions, according to the Five Forces analysis, are generally favorable. The environmental conditions, according to the PEST analysis, are also generally favorable. This means that with few obstacles, Coca-Cola should be able to achieve its business objectives.
The industry code for Coca-Cola is 312111: Soft Drink and Ice Manufacturing (U.S. Census Bureau, 2007).
Porter's Five Forces
Porter's Five Forces explain the ability of firms to earn profits in their industry. The bargaining power of suppliers is relatively low. Coca-Cola is a high volume buyer -- the highest in the industry -- and for most suppliers this volume is critical to the business. The inputs are not well-differentiated, so the switching costs for Coke are not especially high. The bargaining power of buyers is moderate. Most wholesale and retail buyers are all but obligated to carry Coca-Cola, given the popularity of the firm's products. Some…
CBO. (2011). Budget and economic outlook: Fiscal years 2011 to 2021. Congressional Budget Office. Retrieved March 24, 2012 from http://www.cbo.gov/publication/21999
Gwin, C. (2001). A guide for industry study and the analysis of firms and competitive strategy. Babson.edu. Retrieved March 24, 2012 from http://faculty.babson.edu/gwin/indstudy/index.htm
Insurance Journal. (2000). Coca-Cola to pay $192.5m to settle racial discrimination suit. Insurance Journal. Retrieved March 24, 2012 from http://www.insurancejournal.com/news/national/2000/11/17/11540.htm
Interbrand. (2011). Best global brands 2011. Interbrand. Retrieved March 24, 2012 from http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2011.aspx
The company is a beverage company first and foremost, hence refreshing the world. Unlike main competitor Pepsi, Coca-Cola has not veered much outside of beverages, preferring to build its business around its core product and complements thereof. This simplifies the business, allowing for a more manageable organizational structure.
The consistency of the company's operations around the world supports is well-supported by these organizational components. In every country, Coca-Cola's business has roughly the same structure, albeit differing in size and scope. This allows for a relatively centralized control system. When head office works with top bottlers to establish culture and controls for the entire organization, this is only possible because the company is strictly focused on the beverage business, such that its operations are similar throughout the world. Smaller bottlers in smaller markets can take their cues from larger bottlers because they mainly differ in scale.
The mission and vision complement…
Coca-Cola Annual Review 2010. Retrieved March 8, 2012 from http://www.thecoca-colacompany.com/ourcompany/ar/pdf/TCCC_2010_Annual_Review.pdf
Coca-Cola website (2012).
Our company. Retrieved March 8, 2012 from http://www.thecoca-colacompany.com/ourcompany/meet_our_people.html
Coca Cola Strategic Plan
The Coca Cola Company embodies American ingenuity and capitalism. Since its inception in 1887, Coca Cola has provided happiness and prosperity to the world. Now, 125 years later, the Coca Cola Company has over 100,000 employees and nearly 3500 soft drink brands (1).
What has made the Coca Cola Company so unique is its brand image. The Coca Cola brand is very important to the overall business success of the company. This brand has become a sustainable competitive advantage for the company over the past 100 years. This brand image and its value in the consumers mind have propelled the Coca Cola Company as well. As such, my strategic plan will focus on primarily on leveraging this brand for the benefit of both shareholders and consumers alike. The tactics that will be outlined below will also follow this strategy with very little deviations. Below is Chart…
1) "Growth, Leadership, Sustainability." Coca-Cola Company Information: The Coca-Cola Company. Web. 02 Mar. 2012. .
2) "AccuVal | Insights | Industry Insights | Is Demand Fizzing Out?" Business Valuation, Valuation. 01 Aug. 2010. Web. 02 Mar. 2012. .
3) "Population Profile of the United States." Census Bureau Homepage. Web. 02 Mar. 2012.
This report will be based on the earnings conference call for Coca-Cola Company's Q3 2011 results.
The North American market is the largest and flagship market for Coca-Cola, but is not a major growth market for the company. Coca-Cola saw volume up 5% for the quarter and the year-to-date. Much of that was attributed to Dr. Pepper, with organic volume only being up 1% in Q3 and YTD. The company also saw significant success with Coke Zero, which was up 12% in the quarter, marking the 22nd consecutive quarter of double-digit growth for that product. Sparkling beverages were down for the quarter, but remain up for the year. Still beverages are up for the year, led by Powerade, which has seen 12% growth year to date. Gold Peak Tea has also seen double digit growth in the third quarter. Coca-Cola's investments in the mature North American market are focused…
Q3 2011 Coca-Cola Company Earnings Conference Call. Retrieved February 4, 2012 from http://edge.media-server.com/m/p/5muhm7t9/lan/en
Overall, though, the biggest problem with HIV / AIDS is that there are so many people in countries like Africa who are contracting it and who cannot get proper treatment for it (Batchelder, 2002).
A large segment of the population is sick in that country with HIV / AIDS, and more children are being born to mothers who are infected. Most of the time, the infection passes to the children before or during birth, and that drastically shortens the life spans for these children (Cohen, 2005). This is a sad state of affairs, but there is only so much that can be done. The people in Africa and other countries where HIV / AIDS is rampant need education, but they also need supplies like condoms to protect themselves from disease. If they do not understand about protection and/or they do not understand that they could catch a deadly disease if…
Batchelder, T. (2002, April). The Anthropology of HIV-AIDS. Townsend Letter for Doctors and Patients.
Blau, G. (1993). Testing the relationship of control to different performance dimensions. Journal of Occupational & Organizational Psychology, 66: 125-138.
Booysen, L. (1999). The changing nature of business leadership for the 21st century organization. Accountancy.
Cohen, M.A. (2005, October). The emergence of AIDS in the U.S.: interview with Roberto Giraldo, MD. Townsend Letter for Doctors and Patients.
Coca-Cola's response to the threats and opportunities it faces has been largely defensive. The company has introduced new products largely in response to categories that have been created by other companies -- moving into coffee drinks in response to Pepsi's deal with Starbucks and introducing Fruitopia and Nordic Mist (Foust, 2006). These moves are reactionary and despite the company working hard at new innovation, it tends to lag other firms in the creation of innovative products. In addition, the company finds itself on the defensive with respect to taxation and other government relations issues. Moreover, Coca-Cola still finds itself subject to prices of raw ingredients, where it could otherwise have implemented backwards integration, long-term hedging or other strategies to mitigate the potential consequences of commodity price fluctuations.
The result is that Coke has been largely unsuccessful. On the Investor Relations section of its website, Coke puts forth some minor initiatives…
Foust, D. (2006). Queen of Pop. Business Week. New York: Aug 7, 2006., Iss. 3996; pg. 44 http://proquest.umi.com/pqdweb?index=1&did=1088393691&SrchMode=1&sid=9&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1236357834&clientId=29440
Coca-Cola Company 2009 Form 10-K. Retrieved June 24, 2010 from http://www.thecoca-colacompany.com/investors/pdfs/form_10K_2009.pdf
QuickMBA.com. (2007). Porter's five forces. QuickMBA.com. Retrieved June 24, 2010 from http://www.quickmba.com/strategy/porter.shtml
Fredrix, E. (2010). Coca-Cola CFO: Industry must fight soda taxes. Associated Press. Retrieved June 24, 2010 from http://www.boston.com/business/taxes/articles/2010/06/14/coca_cola_cfo_industry_must_fight_soda_taxes/
For nutritionists, who continue to issue dire warnings about the obesity epidemic, a diet soda surge is good news, although the soda industry discounts the link. The shift to diet is being felt across the industry, including the many small regional soda companies. Coca-Cola operates in a highly saturated industry, as there are many, many competitors for cola products. Some companies manufacture highly competitive goods, such as PepsiCo, which manufactures markets and sells a variety of salty, convenient, sweet and grain-based snacks, carbonated and non-carbonated beverages, and foods. PepsiCo's North American divisions operate in the United States and Canada, with international divisions operate in over 200 countries, with its largest operations in Mexico and the United Kingdom. Pepsi's customers include franchise bottlers, and independent distributors and retailers (Reuters at (http://www.investor.reuters.com/business/).
Other industry competitors are the less known generic "cola" producers; competitor Cadbury Schweppes Americas everages launched a new offering to…
Coca-Cola Co. 2005. Annual Report.
Coca Cola Co. 2004. Annual Report.
Coca Cola Co. 2003. Annual Report.
Cosgrove, J. 2005. 'The 2005 Soft Drink Report: new flavor introductions and health
The Coca-Cola Company states that the people of its company and the brands that it manufactures are the two secrets for its continued success in the bottled drink-manufacturing sector. The primary goal of the company is to enrich its workplace; it states in its report about the company's workplace, wherein the primary focus is on the needs of the employees. The aim of creating a diverse workforce that pertains to the employees and the customers as well as the communities that are involved in the day-to-day working of the company. When this has been achieved, feels the management of the Coca-Cola Company, it would be possible to develop better ideas and also better brands, and eventually improve the services rendered to customers and its shareholders. These are the statistics about the workforce of the company: women make up more than 48.5% of the non-hourly employees, and 32.3% of…
Coca cola is probably the largest company in the world. What started off as a kind of medicine in a little pharmacy in 1886 has now evolved into a world famous soft drink, having production units in about 200 countries. This paper shall discuss the ways in which the coca cola packaging has evolved over the years and briefly discuss the kind of impact different slogans and advertising campaigns have had on its sales.
Pemberton, a pharmacist invented coca cola in 1886 and Robinson who was the owner of the pharmacy suggested Coca-Cola as a name for his drink. Candler, Frank Robinson and a few others established the company of Coca cola in 1892.
Coca cola became popular as "coke" and was first bottled in 1894.The bottle has since then evolved greatly over the next thirty years yet the present design of contoured bottle of coca cola is…
1) Arthur J. Pulos. American Design Ethic. A History of Industrial Design to 1940. Massachusetts Institute of Technology. 1983.Page No: 259
2) Anonymous- Antique coke bottles. Available from: http://www.antiquebottles.com/coke/index.html [Accessed on:8/11/05]
3) Victor M. Gonzalez- Famous Soft Drink Has 105 Years of Bottling History. Posting Year: 2003. Available from: http://www.collectingchannel.com/cdsDetFeat.asp?PID=40551& ; CID=100 [Accessed on:8/11/05]
4) Gary Hamel. Leading the Revolution. End of Progress. 2000. p.10
However, Isdell strongly believes there's still growth for carbonated drinks. The threats the company may face are first, because of the poor relationship Coca-Cola has with its bottlers, it may impede progress. It was in the late 1990s when Ivester has imposed a tremendous price increase on its bottlers in order to sustain a profit. The bottlers were outraged and refused to carry some of Coca-Cola's new beverages. Although relations have improved, the relation between bottlers and the company has never quite reached what it was before. Therefore, this is a threat when Coca-Cola is looking to expand and promote their drinks but bottlers are skeptical and refuse to do so. Another threat is although the efforts of Coca-Cola's willingness to explore new beverage markets, they are a little late to the game. PepsiCo has begun such expansion years before and has dominated the market, and has proven to be…
New, cheaper 200 ml bottles for example are aimed at rural and low-income urban markets. In a country where poverty is the plight of the majority of the citizens, such a strategy shows particular awareness of the specific culture and market. Market and cultural awareness is therefore of utmost importance when entering a foreign market such as India.
Characteristics and Importance of the Indian Market
It has been mentioned above that the Indian market, in terms of consumption per capita, has proved to be the soft drink market with the greatest growth potential in the East. It is therefore a very important location for the globalization and expansion practices of soft drink companies. Coupled with expansion plans however should be sensitivity to the market's needs, requirements and characteristics, some of which have been mentioned above.
In addition to the reality of in some cases extreme poverty, the culture of India…
Coca-Cola Company Executive Summary
The following are 'snapshots' of current conditions at what is arguably world's largest producer of soft drinks.
Strategic planning and development
hile Coke has been the generic word for 'brown soft drink' for decades, it has lots market share, calling for strategic plans to win it back. In fact, market development is a big feature of Coke's planning this holiday season. To do that, it plans to "spend an extra $350 million to $400 million on marketing and advertising worldwide" (Leith, 2004) with $100 million of that in North America; that may be necessary to spend that much to overcome the weak U.S. soft drink market and Coke is willing to do it. Despite the global nature of Coke's business, and the fact that North America (U.S., Canada) comprises only about 30% of the company's business overall, it is considered "critical" (Leith, 2004)
Economic planning and…
Clayton, Maxine. "Coca-Cola." Fast Company 1 Nov. 2004: 38.
Edwards, Jim. "First come the free meals and tickets to sports and entertainment events. However, over time, some vendors have heaped on the largesse, only to make their partners pay the tab. In marketing's unfolding ethics scandal, clients are being ... taken for a ride." ADWEEK, 1 Nov. 2004: unpaged. www.highbeam.com.
Howard, Theresa. "Coke CEO reduces earnings forecasts; Soft-drink giant to raise funds spent on advertising." USA Today 13 Nov. 2004: unpaged. www.highbeam.com.
"Judge OKs Coca-Cola Extending Task Force." AP Online 23 Nov. 2004: Unpaged. www.highbeam.com.
Lastly, there were also the issues that had long since followed the brand that Martin, reports on his article that deal with consumer concerns regarding past business practices, tainted soda cans and prejudice against Coke employees.
If I were the CEO of Coke, there are quite a few things that I would change within the structure of the company, branding and techniques. The first thing that I would do is change the face of the company, now let me be clear in exactly what I mean by this statement. Martin reports that the average age of the directors is 68. This needs to change, in my opinion it would be difficult to have innovate thought and concept originating in a room full of individuals whom possibly cannot move past the old ways and concepts that have continued through Coke from its origination up until now. There also needs to be…
Coke launches water conservation campaign. 05 June 2007. MSNBC.com. 05 June 2007 http://www.msnbc.msn.com/id/19045993/print/1/displaymode/1098/ .
Fisher, Ken. Coke buys Glaceau for $4.1 billion. 25 May 2007. 05 June 2007 http://cnnmoney.printthis.clickability.com/pt/cpt?action=cpt&title=Coke+buys=Glaceau+for+%244.
Martin, Andrew. Coke Struggles to Keep Up With Nimble Rivals. 27 May 2007. 05 June 2007 http://www.nytimes.com/2007/05/27/business/yourmoney/27coke.html?ei=18b2d686c2a .
Coca Cola Company is the biggest beverage company in the world. The company faces major competition and the top three competitors include Pepsico, Inc., Nestle S.A. and Dr. Pepper Snapple Group, Inc. The weaknesses of the company encompasses its substantial dependency on carbonates and the adverse perception of coca cola products being filled with high sugar content and therefore deemed unhealthy. The prospects that the company should seize encompasses the rise in growth and development of emerging markets and also the increase in need for healthier drinking options. The company's recent performance has been impressive as the company has generated increases in net income. However, the company should improve the sales revenue generated as this amount has been dwindling in the past three years. The company relies on debt to finance its assets as its debt to equity ratio stands at 188%.
The history of Coca-Cola started out in…
Coca Cola Company. (2016). About Our Suppliers. Retrieved from: http://www.coca-colacompany.com/our-company/workplace-overview/suppliers/suppliers
Coca Cola Company. (2016). Form 10-K. United States Securities and Exchange Commission.
Coca Cola Company. (2016). Supplier and Customer Partnerships. Retrieved from: http://www.coca-colacompany.com/our-company/suppliers/supplier-and-customer-partnerships
Coca Cola. (2015). Form 10-K. United States Securities and Exchange Commission.
Coca Cola Company
The organization of choice for this paper is the Coca-Cola Company that is operating in beverage industry for more than a century principally manufacturing, distributing, and marketing nonalcoholic beverages globally. It mainly offers sparkling and still beverages. The Coca-Cola Company is a USA-based company, headquartered in Atlanta, Georgia and founded in 1886.
Amongst the market leaders in the beverage industry, Coca-Cola Company fights to remain on the top. Keeping up its reputation and serving the masses throughout the globe since the past many decades the company continuously adapts its product and process in order to satisfy the customers to the maximum possible extent. This research paper analyses the organization using the PESTEL analysis and SWOT along with an analysis of the information needs of the organization and how a customer relation management system (CM) can be integrated into this giant beverage firm that has ruled the beverage…
August W. Giebelhaus (May 13, 2008). "Coca-Cola Company." The New Georgia Encyclopedia. Georgia Humanities Council
Coca Cola Company, n.d. Global Reporting Initiative (GRI) Index. Retrieved Oct 19, 2011 from www.thecocacolacompany.com/citizenship/gri_index.html
Coca Cola Company, n.d. Mission statement. Retrieved Oct 19, 2011 from www.thecocacolacompany.com/.../mission_vision_values.html
Coca-Cola Goes Live With Global Consolidation, n.d. Planning, Reporting and Decison Making Using mySAP.COM." SAP United States. SAP.
Coca Cola Initiative
Coca Cola's ecent and Ongoing Integration Initiative: Legal Implications and ecommendations
No company continue to prosper without continuing to grow and adapt -- markets and operating environments are in a constant state of evolution, and companies must respond in kind in order to maintain efficiency and profitability, and to ensure that their products and distribution methods are in keeping with market demand. Many company adaptations are achieved through subtle and simple changes, however at times more significant change initiatives are implemented in order to bring about more profound and widespread organizational changes. These initiatives can have significant legal implications and consequences if they are not undertaken with proper planning and care, and the larger an organization is the more complex these implications can become. The following pages discuss the potential implications of an ongoing initiative at the Coca Cola Company.
Company and Initiative Overview
Coca Cola is…
Coca Cola. (2011). 2010 Annual Report.
Hoovers. (2012). The Coca Cola Company. Accessed 25 February 2012. http://www.hoovers.com/company/The_Coca-Cola_Company/rfyhsi-1.html
Rudo, J. (2012). German Antitrust Law. Accessed 25 February 2012. http://www.antitrust.de/
WRBM. (2004). Coca-Cola moves to settle EC anti-trust allegations. Accessed 25 February 2012. http://www.foodproductiondaily.com/Supply-Chain/Coca-Cola-moves-to-settle-EC-anti-trust-allegations
Coca-Cola Company ("Coca-Cola," "Coke") is a U.S.-based manufacturer and distributor of non-alcoholic beverage. The company recorded revenue of $46.5 billion in FY2011, and earned $8.5 billion in net income. According to the company's website, it sells products in over 200 countries, given the company near-global scope. This also ensures that Coca-Cola has substantial exposure to foreign currencies. This report will discuss a number of international financial aspects to Coca-Cola's business, including foreign currency risk and capital structure.
As Coca-Cola operates in just about every country in the world, there are a very few options for international expansion. The company's Mexican subsidiary is already exporting to Cuba, circumventing Helms-Burton. However, there remains one country where one cannot currently buy a Coca-Cola product, and that is the Democratic People's Republic of Korea (DPRK), or North Korea (Hebblethwaite, 2012). There is increasing wealth in that country, however, as the result of Chinese investment.…
Coca-Cola 2011 Annual Report. Retrieved December 11, 2012 from http://ir.thecoca-colacompany.com/phoenix.zhtml?c=94566&p=irol-financials
Hebblethwaite, C. (2012). Who what why: In which countries is Coca-Cola not sold? BBC News Magazine. Retrieved December 11, 2012 from http://www.bbc.co.uk/news/magazine-19550067
MSN Moneycentral. (2012). Coca-Cola Company. Retrieved December 11, 2012 from http://investing.money.msn.com/investments/stock-income-statement/?symbol=KO
Park, J. (2012). North Korea's economic dreams are, well…dreams. Reuters. Retrieved December 11, 2012 from http://www.reuters.com/article/2012/11/04/us-korea-north-economy-idUSBRE8A30KM20121104
Coca-Cola's key resources are its brand, its distribution network, its innovation pipeline and its bottlers. The company success is largely related to its ability to leverage the first three, while the bottlers are basically a hygiene factor. Poor relations with bottlers can distract the company but at best the bottlers can only be a minor contributing factor to the other three resources. The company's positioning within the industry is as an industry leader, and the most powerful firm within the industry. Coca-Cola markets itself as a differentiated producer.
Coca-Cola's strong industry position is only somewhat congruent with its key resources. Certainly the strength of the Coca-Cola brand is closely related with the firm's premium status in the industry. The brand supports this status and the differentiated pricing that Coca-Cola has. However, the rocky relationship with the bottles does not support Coca-Cola's premium image. Customers would probably expect that an exceptional…
Barney, J.B. (1995) 'Looking inside for competitive advantage', Academy
of Management Executive, 9 (4), pp 49-61. Retrieved from http://sfxhosted.exlibrisgroup.com.ezproxy.liv.ac.uk/lpu?title=academy+of+
Grant, R.M. (1991) 'Resource-based theory of competitive advantage:
Coca Cola's Localization Strategy
When most multinational corporations like Coca Cola enter foreign markets and implement localization strategy, they do it with reasons. As presented in the case, Coca Cola seeks to set up a corporate image. When it penetrates a local market, it replaces consumers' and government's collision. Implementation of corporate culture, personnel, marketing, and materials localization is useful in establishing the company's public image. The second reason is to dominate the local market rapidly. When multinational corporations enter foreign markets, they tend to lack understanding of the domestic market (Banutu-Gomez, 2012). This makes it challenging to keep up with development and changes of the target market resulting in the loss of vibrant market opportunities.
By implementing a localization strategy, Coca Cola could also choose local human resources to attain research and development, materials and marketing through observing the market via a local subsidiary. The company could be based…
Banutu-Gomez, M. (2012). COCA-COLA: International Business Strategy for Globalization. The Business & Management Review, Vol.3 Number 1, November 2012 pp 155-167.
Yunker, J. (2012). Beyond borders: Web globalization strategies. Indianapolis, Ind: New Riders.
Its key formulas and marques have trademark and patent protection. The Coca-Cola brand itself has been named the world's most valuable brand with a value over $71 billion (Interbrand, 2011). On the balance sheet, intangibles are recorded at $15.4 billion. The company has strong relationships with Coca-Cola Bottlers (a separate company) and with a vast network of contract producers and distributors around the world. The company interacts with retailers through their distributors, so these relationships have significant value that is not normally reflected on the balance sheet. Goodwill accrues when a firm is acquired, and is valued at $12.2 billion.
Coca-Cola's reputation is generally strong, the company having avoided major ethical scandals and boasting an exceptional business track record. The corporate culture at Coca-Cola is supportive of innovation "our shared passion is transforming Coca-Cola" (Coca-Cola, 2012), and this attracts top talent to the company and allows the company…
This provides tremendous opportunity to build market share without significant increases in infrastructure. The downside of these markets is that they tend to be less efficient, because fixed costs are higher in relation to revenues. The company can win in such markets, however, if it uses its globally powerful brand to gain a stronger presence in underserved markets, thereby pre-empting rival firms from entering these markets. ith Coca-Cola establishing market share, it will be all the more difficult for other companies to match the distribution clout and brand loyalty that Coca-Cola can build up.
In every market, competition remains a serious threat. Economies of scale can help the company in two ways. The first is that it improves margins, leaving more money left over for marketing efforts. The second is that there is often price competition in competitive markets. ith better economies of scale, Coca-Cola can withstand price wars long…
QuickMBA. (2012). Competitive advantage. QuickMBA.com. Retrieved March 9, 2012 from http://www.quickmba.com/strategy/competitive-advantage/
QuickMBA. (2012). Porter's generic strategies. QuickMBA.com. Retrieved March 9, 2012 from http://www.quickmba.com/strategy/generic.shtml
Coca-Cola enterprises formulated a formal risk-assessment approach in 2003 that divided their business environment into 5 categories: financial, operational, social, environmental and ethical considerations.
In order to better assess the various risks that potentially impact their business in each of these areas, they divided each of these into a further six categories:
Reputation and Image,
Business and Operations,
Political and Regulatory,
Market and Financial,
Information Technology and Business Process Change,
People and Organization.
By focusing attention on each sector in turn and paying close attention to potential risks and possible market changes, Coca-Cola is able to move towards the future in a progressive and optimistic manner.
An example of their risk evaluation in operation is paying attention to the People and Organization sector when, Coca-Cola may, and indeed has noted in the past, that consumers are more interested in healthy beverages. eeking the best for their organization and seeking profit…
Ballou, Brian, Heitger, Dan L., and Schultz, Thomas D., (2009). Measuring the costs of responding to business risks. Management Accounting Quarterly. Retrieved July 26, 2010, from http://findarticles.com/p/articles/mi_m0OOL/is_2_10/ai_n31641694/?tag= rbxcra.2.a.44
Coca-Cola Entreprises Inc. Managing coproate risk. http://www.cokecce.com/brochures/corporate_responsibility/governance4.html
Johnson, Kevin and Swanson, Zane, (2007). Quantifying legal risk: a method for managing legal risk. Management Accounting Quarterly. http://proquest.umi.com/pqdweb?index=0&did=1411673301&SrchMode=1&sid=5&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1301589798&clientId=29440
Juras, Paul, (2007). A risk-based approach to identifying the total cost of outsourcing. Management Accounting Quarterly. http://proquest.umi.com/pqdweb?index=0&did=1411673311&SrchMode=1&sid=6&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1301589926?&clientId=29440
Voluntary Inter-industry Commerce Solutions Association (VICS) Case
"True or false: Coca-Cola's experience with inventory forecasting supports the principles set forth by CPFR"
There was a time in which supply chain management was a rather straight forward process. However, as business has grown substantially larger throughout the years so have their supply chains and distribution networks. As the case mentions, Coca-Cola used to come in little green bottles and the drivers unloaded the products to retail locations from the truck as needed. Today however, the second-largest Coca-Cola bottler in the world delivers more than a hundred and twenty five million cases to different types of customers all with different requirements and promotional activities (Murphy, 2002). Today's modern organizations have to integrate the latest in technology and supply chain management in order to effectively meet the demands for their products on such a massive scale.
Coca Cola's experience with inventory…
Almyta Systems. (n.d.). Inventory Control. Retrieved from Almyta Systems: http://systems.almyta.com/Inventory_1.asp
Carter, C., & Easton, L. (2011). Sustainable supply chain management: evolution and future directions. International Journal of Physical Distribution & Logistics Management, 46-62.
Murphy, J. (2002, November 1). Special Issue: Collaborative Commerce - Forecasting Tool Lowers Coke Bottler's Inventory. Retrieved from Supply Chain Brain: http://www.supplychainbrain.com/content/technology-solutions/forecasting-demand-planning/single-article-page/article/special-issue-collaborative-commerce-forecasting-tool-lowers-coke-bottlers-inventory/?adcode=5
VICS. (2011). Collaborative Planning, Forecasting & Replenishment (CPFR®) Committee. Retrieved from VICS: http://www.vics.org/committees/cpfr/#f1
The company does not discriminate their employees in any way and it ensures that their employees are always satisfied. This has helped the company to have a high employees retention rate and employee satisfaction rate. The company always aims high and this is why the employees are encouraged to e as innovative as possile Veale, Oliver, & Langen, 1995()
The Coca-Cola Company elieves in their own unique culture which they share and why helps to nurture all that the company does. The company culture is driven y one major factor which is passion. This is one of the company values. The other values are leadership, integrity, accountaility, collaoration, innovation and quality Foster, 2007()
The company strives in all ways possile to e analytical and creative in a rilliant way. This helps the company to commit to change and to always find more sustainale ways for carrying out the company's…
Boney, F.N. (1987). First Atlanta and Then the World: A Century of Coca-Cola. The Georgia Historical Quarterly, 71(1), 91-105
First Atlanta and then the world is a journal article that was published in The Georgia Historical Quarterly, volume
No organization exists in a vacuum, but instead, is part of society and culture. This is more extreme in the 21st century due to the process of globalization. Globalization has changed the world of marketing and consumerism. No longer are markets just local, and with the advances in telecommunication and the Internet, customers may be a few miles from the vendor, or a few thousand miles. Organizations have also undergone a change in overall philosophy -- not just moving toward entrepreneurial thought as a way to change their marketing paradigm, but through consumer and corporate expectations of business in a more ethical and sustainable manner. While this is true, and there is even a philosophical paradigm called Corporate ocial Responsibility, there has been a reason for the evolution of this change in viewpoint, really beginning in the post-World War II world. The entire premise of globalism, though, teaches…
Coca-Cola Corporation. (2013). Sustainability Report. Retrieved from: http://www.coca-colacompany.com/sustainabilityreport/performance-highlights.html#section-activehealthyliving and http://assets.coca-colacompany.com / b7/90/e060c3824d99a15d2d53416e7420/2009-2010_The_Coca-Cola_Company_Sustainability_Review.pdf
Schwerin, D. Conscious Globalism. Ambler, PA: DJ Investment Advisors, 2005.
U.S. Government. (2013). Comparison of Revenue by State. Retrieved from: http://www.usgovernmentrevenue.com/compare_state_revenue_2013dZ0g
Coca-Cola's Philanthropic Practices as a Successful Organizational ehavior
Coca-cola is an immensely successful corporation, and a large part of that success is owing to unbeatable brand recognition. No one asks for an "RC Cola," whereas everyone asks for a "Coke." Coke, a private brand, has become synonymous with that particular type of beverage -- something against which PepsiCola has had to struggle during its entire existence, especially in the United States.
ut fortunate posturing in brand recognition does not go entirely to organizational behavior. Rather, Coke benefits from a corporate culture in which philanthropy is encouraged and indeed lived. Coke informs its employees constantly of its philanthropic moves and commitments, and really instills the feeling that employees are working not only for higher dividends but for humanity as well.
This practice has been so successful for Coke that it has turned into an organizational behavior for them -- it is…
Stanford Graduate School of Business. (2005). Executive Program for Philanthropy Leaders. www.gsb.stanford.edu
Black Issues in Higher Education. (1997). Philanthropically always Coca-Cola - interview with Coca-Cola Foundation head Ingrid Saunders Jones -- Interview.
New Georgia Encyclopedia. (2005). Coca-Cola Philanthropy.
One way that Coca-Cola could have avoided the lawsuit, then, would have been to enforce its existing regulations concerning diversity. The evidence supported that these codes were ignored, even at the senior management level. In addition, the acrimonious relationship between primarily white managers and primarily black workers should have been an indication that there were issues of discrimination.
Aside from taking recognizing troubles and reacting early, there are systemic ways that Coca-Cola could have addressed the situation. During the trial, a number of statistics were introduced in support of the claimants. These included numbers on blacks being dismissed vs. whites being dismissed and figures concerning promotions. Coca-Cola could have recognized the situation in advance by setting up utilizing these types of metrics to understand the impact of its human resources policies.
In addition, Coca-Cola could have avoided the issue by enforcing its existing codes. Senior management did not appear to…
Lovel, J. (2003). Race discrimination suit targets Coke bottle CCE. Atlanta Business Journal. Retrieved April 12, 2010 from http://atlanta.bizjournals.com/atlanta/stories/2003/05/05/story1.html
King, A. (2001). Coca-Cola takes the high road -- race-based employment discrimination suit. Black Enterprise. Retrieved April 12, 2010 from http://findarticles.com/p/articles/mi_m1365/is_7_31/ai_69290709/
No author. (2002). Coretha Rushing's formula for diversity: Forge close relationships, mutual respect and don't fear criticism. Knowledge @ Emory. Retrieved April 12, 2010 from http://knowledge.emory.edu/article.cfm?articleid=455
White, B. (2002). Black Coca-Cola workers still angry. Washington Post. Retrieved April 12, 2010 from http://www.washingtonpost.com/ac2/wp-dyn/A4802-2002Apr17?language=printer
Coca-Cola leads the world's beverage industry with as many as 400 products and has its presence globally in more than 200 countries. In addition to this, Coca-Cola collaborates with some 320 licenses to produce more than 10000 products in 57 countries. Products range from fashion apparel to holiday decorations and even a Coca-Cola Picnic arbie doll. Every year, licensees sell 50 million licensed Coca-Cola products.
Internal usiness Environment
For over 100 years, Coca Cola still remains the world's largest producer of carbonated soft drinks. The company sells the very famous Coke® with the punch line "Always Coca-Cola" that is still the common man's term for any aerated soft drink.
The company's signature Coke® brand is well recognized by literally billions of consumers, and Coke is sold in almost every country in the world - more than 200 countries worldwide.
The Coca-Cola Company is the world's largest…
"Coke looks for a comeback." (2005)Available at: CNN Money website:
"Coca-Cola presents 2004-2005 Past American Idol Finalists at Simon Malls."(2005). Available at: http://biz.yahoo.com/prnews/050321/dem002_3.html
Coca-Cola "2004 Annual Report."Available at
Coca-Cola official website: Available at www.coca-cola.com
(Conniptions886 2009). Again the ad stresses the outdoor beach culture among those who have the means and leisure to enjoy it.
Coca Cola ads have not seemed to change that much over time. They have sacrificed expressing multiculturalism, without popular exception to build a following for their target market. One comparison ad done by Pepsi and much more reflective of diversity, and especially the diversity of the urban culture is the ad affectionately known as "Chain reaction." In general Pepsi seems to have somewhat let go of the beach culture and decided to focus on the massive urban youth culture. This is not to say that Pepsi has become the label of multicultural expression, as they still clearly target the white youth audience:
(Youtube user DuncansTV2008)
The Pepsi chain reaction video is a great example of the change of focus of one brand to the urban culture of the youth…
CocaColaChannel 2007, http://www.youtube.com/watch?v=tXufTYF80b0
Conniptions886 2009, http://www.youtube.com/watch?v=F8TDXFy7LSo&feature=email
Conniptions886 2009, http://www.youtube.com/watch?v=4o-GR2wogWE&NR=1
Conniptions886 2009): http://www.youtube.com/watch?v=xrBxEZfejBE&NR=1
Coca-Cola Enterprises Strategic Alliances
The carbonated beverage industry is one of the oldest and more complicated industries in existence. This industry is heavily dependent on its customer loyalty that it has developed historically and its reliance on marketing and innovation to grow new revenue streams. There are a growing number of potential threats that are present in the carbonated beverage industry. One trend that is emerging in many of the markets in the developed countries is that the consumers are becoming more health conscious. As a result the demand for drinks containing high fructose corn syrup is diminishing relatively rapidly in some segments. Coca-Cola has had to innovate to diversify their product mix to offer products that appeal to these demographics.
Another threat is that younger generations are seeking new types of drinks and new product brands. For example, the energy drink industry has grown rapidly. "Globally, the…
Coca-Cola Company. (2014, August 14). The Coca-Cola Company and Monster Beverage Corporation Enter into Long-Term Strategic Partnership. Retrieved from Coca-Cola Company: http://www.coca-colacompany.com/press-center/press-releases/the-coca-cola-company-and-monster-beverage-corporation-enter-into-long-term-strategic-partnership
Foeger, L. (2014, March 26). The American energy drink craze in two highly caffeinated charts. Retrieved from Quartz: http://qz.com/192038/the-american-energy-drink-craze-in-two-highly-caffeinated-charts/
Jumenez-Lutter, M. (2014, January 14). The Coca-Cola Company. Retrieved from Supply Chain World: http://scw-mag.com/index.php/sections/distribution/143-the-coca-cola-company
Kretzmann, D. (2014, September 2). Why the Coca-Cola Partnership Bodes Well for Monster Beverage. Retrieved from The Motley Fool: http://www.fool.com/investing/general/2014/09/03/why-the-coca-cola-partnership-bodes-well-for-monst.aspx
ith a small number of companies competing for a market that in many cases (North America, for example) is subject to slow growth, the competition can be characterized as intense. Thus, Coca-Cola's marketing message must also take into account the moves that its competitors are making. Coca-Cola not only must respond to shifts in the competitive environment but as industry leader must protect its position by making proactive moves to establish competitive shifts, forcing the competition to respond.
The Coca-Cola Company, with its broad product range and ubiquitous market presence broadly targets the entire world. Coca-Cola has only loose differentiation in its target markets because of this. hile the company literally believes it should sell to every single consumer, some segments are more attractive than others. The soft drink business in most markets is subject to fairly strong brand loyalty. Therefore, the company often targets its marketing efforts…
Coca-Cola 2008 Form 10-K. Retrieved June 18, 2009 from http://www.thecoca-colacompany.com/investors/pdfs/form_10K_2008.pdf
Coca-Cola 2008 Annual Review. Retrieved June 18, 2009 from http://www.thecoca-colacompany.com/investors/pdfs/2008_annual_review/2008_annual_review.pdf
MSN Moneycentral. Retrieved June 18, 2009 from http://moneycentral.msn.com/detail/stock_quote?Symbol=ko&getquote=Get+Quote
Coca-Cola website. Retrieved June 18, 2009 from http://heritage.coca-cola.com/
Some examples of how they use these things can be seen in their use of sports in their marketing mix. They sponsor NASCA, produce innovative Superbowl commercials and were a major corporate sponsor at the Beijing Olympics last summer. They feel that the more they can connect to their customers through these activities they more comfortable those consumers become with their products. Making these kind of connects is a key to the way the Coca-
Cola Company chooses to do business. It is this type of thinking that allows them to be the leading company that they are.
The Coca-Cola Company is a major player in the beverage industry around the world. They are known as the global leader.
They have been around a long time and are in no danger of going anywhere anytime soon. They are a force to be reckoned with and should be watched very closely…
Annual Report for the year ended December 31, 2005. (2006). Retrieved March 7, 2009, from the United States Securities and Exchange Commission. Web site: www.sec.gov/Archives/edgar/data/21344/000104746906002588/a2167326z10-k.htm
The Coca-Cola Company Fact Sheet. (2008). Retrieved March 7, 2009, from Coca-Cola
Company.com Web site www.thecoca-colacompany.com/ourcompany/pdf/Company_Fact_Sheet.pdf
The Coca-Cola Heritage Timeline. (2008). Retrieved March 7, 2009, from Coca-Cola
Coca Cola's business strategy is built upon differentiation. It uses both types of differentiation, quality and branding, to set itself apart from its competition. The success of Coca Cola is literally built upon the strength of the Coke brand, even though Coca Cola now markets thousands of products in addition to the original Coca Cola. This branding has proven a significant source of the company's strength, as seen when one examines the brand in connection with a SWOT analysis of the company. However, when Coca Cola faces any type of threat as a brand, that threat can leave the entire company vulnerable. Moreover, the company's largest opportunities are in areas outside of its traditional soft-drink market.
This paper will provide an internal overview of the business strategy employed by the Coca Cola Company, differentiation, and how it uses both a quality strategy and effective branding to set…
Blackwell, E. (2009 April 23). In Coke- Pepsi rivalry, both sides win. Retrieved December 5,
2011 from The Street website: http://www.thestreet.com/story/10490193/1/in-coke-pepsi-rivalry-both-sides-win.html
The Coca Cola Company. (2011). Our company. Retrieved from: http://www.thecoca-
4. Decision and Defense against Weaknesses
The Coca-Cola brand is already a strong one, but the company's involvement in unethical behaviors has negatively affected it. In order to decide upon the most favourable courses of action to be implemented in the direction of brand strengthening, one has to critically analyze the proposed strategies:
restatement of the company's traditional brand values will offer an increased perception of the brand, but is likely to further generate the image of a ruthless competitor
Communications with customers will attract the sympathy of the audience, but require increased resource consumption and the results may be unsustainable
The internal investigations of the ethical division could delay the process and reduce their operational efficiency - however, this risk would not materialize if the proper measures are taken
An increased focus on people would also generate increased expenditures and pose risks on operational efficiency, but it would generate…
Anderson, H., Strengthen Your Brand Through Email, Click Z, 2001, http://www.clickz.com/875611last accessed on November 27, 2008
Daye, D., Brand Spotlight: Coca-Cola, Branding Strategy Insider, 2007, http://www.brandingstrategyinsider.com/2007/04/brand_spotlight.htmllast accessed on November 27, 2008
Levine, L., Strengthen Your Brand, Strengthen Your People, All Business, 2007, http://www.allbusiness.com/human-resources/employee-development/4554288-1.htmllast accessed on November 27, 2008
Shanker, M.C., Strengthen Your Brand to Increase Traffic and Sales,
Coca Cola Corporation is an American Icon of business that has established a new direction for American Industry operations in the 20th century. According to Moxley (2002), "Beginning with its invention in 1886 by druggist John "Doc" Pemberton in Atlanta, the development of the product is shown, along with the changes in American life that accompanied -- and affected -- the prices. We learn that by giving out free samples and pervasive advertising, Coca-Cola became known throughout the country." (Moxley, 2002)
Coke was a known brand by the turn of the 20th century. The use of free samples gave future customers the chance to try the product risk-free and instil confidence in the owners belief in the quality of the product. According to Moxley (2002), "Bottling plants were shipped around the world, laying the base or the worldwide expansion of the product in the late 1940s and 1950s. Throughout, the…
Business as (un)usual. (1992). Computerworld, 26(51), 55. Retrieved fromhttp://search.proquest.com/docview/215989760?accountid=13044
Dietz, L.S. (1993, We'll buy it FOR GOD, COUNTRY AND COCA-COLA: The unauthorized history of the great american soft drink and the company that makes it, by mark pendergrast (scribner's: $27.50; 425 pp.): [home edition]. Los Angeles Times (Pre-1997 Fulltext), pp. 1. Retrieved from http://search.proquest.com/docview/282015633?accountid=13044
Financial markets; the coca-cola company finalizes transaction with coca-cola enterprises. (2010). Investment Weekly News,, 554. Retrieved from http://search.proquest.com/docview/757586030?accountid=13044
Moxley, M.A. (2002). Coca-cola: The history of an american icon. School Library Journal, 48(9), 76. Retrieved fromhttp://search.proquest.com/docview/211741080?accountid=13044
Coca-Cola has a number of products, but their core product is the eponymous flagship beverage. But what is Coca-Cola? In essence, it is a syrup that is mixed with carbonated water in order to produce a soft drink. The production method is to gather the base ingredients, and then to create the syrup, which is a mixture of these flavoring ingredients, sugars and some water. This syrup is then blended with the carbonated water in order to produce the final product. When you get a Coke at a soda fountain, the blending occurs at the fountain. When you get a Coke in a bottle or can, it is blended at the manufacturing facility right before it is packaged, so that the packaging maintains the carbonation.
The process looks like this:
source: Process Flow Sheets (no date)
The Coca-Cola supply chain is complicated mainly by the volumes that the…
Process Flow Sheets (no date). Soft drinks production process flow chart. Process Flow Sheets. Retrieved September 15, 2016 from http://processflowsheets.blogspot.ca/2011/08/soft-drinks-production-process-flow.html
Zmuda, N. (2014). Coca-Cola maintains marketing spend amid sluggish demand. Advertising Age Retrieved September 15, 2016 from http://adage.com/article/cmo-strategy/coca-cola-maintains-marketing-spend-amid-sluggish-demand/294251/
(Olsen) One of Coca-Cola India's community projects was the "Elixir of Life Project," which brought clean water into 100 schools benefiting more than 30,000 children, and earned Coca-Cola India 2008's Golden Peacock Award. (Muruganantham).
One of the major themes of the Bible, and perhaps the reason for it's existence, is the concept of communal responsibility. People must be responsible to the community in which they exist, otherwise conflict, destruction, and harm is often the result. In the modern world large multinational companies must also be responsible to the communities which produce and consume their products. In the case of Coca-Cola India, Coke's inability to maintain production values allowed pesticide contamination of their product. Their initial response was anything but neighborly; calling the CSE liars, incompetents, seeking gag orders and threatening lawsuits. However once they came to the understanding that they did indeed have a responsibility to the local…
Muruganantham, G., (2010, November) Case study on Corporate Social Responsibility of MNC's in India., Paper presented at the International Trade & Academic Research
Conference (ITARC), London. Retrieved from Academy of Business and Management Research web site, Web. 29 Feb. 2011.
Olsen, Thomas a., Monica Pinto, and Shalina Virji., (2005) "Navigating Growth in Emerging Markets: Six Rules for Improving Decision Making Between corporate
and Local Leadership." Journal of Business Strategy 26 (6), Retrieved from Academic OneFile. Web. 1 Mar. 2011.
This modeled on the precedent here for healthy charitable contribution to active-living initiatives. Accordingly, from its $82 million raised in philanthropic funds, "$6.7 million or 18% was directed to innovative physical activity and nutrition education programs, ranging from the restoration of walking trails and biking paths through the National Park Foundation to support for the Great Fun2Run Program, a curriculum-based program in England that guides teachers, students and their families on the benefits of healthier active lifestyles." (CCC, 1) This constitutes a significant counterpoint to the way it is seen today, largely as a major contributor to this crisis.
According to the 2009 published outline of its intended role as a more ethically oriented corporate entity, Coca-Cola reports that "we aspire to help people around the world lead active healthy lives through the variety and availability of the beverages we produce; our assortment of package sizes; the ingredient, nutrition and…
Coca-Cola Company (CCC). (2009). The Coca-Cola Foundation Seeks Bids for Summer Youth Activity and Nutrition Education Programs in the State of Alabama. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/press/press_release/22457-the-Coca-Cola-Foundation-Seeks-Bids-for-Summer-Youth-Activity-and-Nutrition-Education-Programs-in-the-State-of-Alabama
Coca-Cola Company (CCC1). (2009). Live Positively: Our commitment to making a positive difference in the world. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/reports/report/1145-Live-Positively-Our-commitment-to-making-a-positive-difference-in-the-world -
CSRWire. (2010). CSR Profile of Coca-Cola Company. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/members/profile/12216-Coca-Cola-Company-the
All departments: marketing, production, distribution, sales, customer service should be trained for ethics. Company should become the flag bearer of equal employment and diversity as some measure has already been taken by the management. It is not just the product that goes into market; for the company as old as Coca Cola a lot more is at stake. The voices of employees, complaints of customers, grievances of distributors and even concerns of competitors should be given importance. Ethics is the do or die situation and if not tackled and constantly monitored, then the fate of Coca Cola would not be different from that of Enron.
Stakeholders & Future company's future depends on safeguarding the interests of all its stakeholders. Most companies like Coca Cola count on the charitable works they do for maintaining their public reputation. Setting up charity schools, hospitals, roads and health centers etc. does not necessarily mean…
Sterlicchi, John. 2005, 'Coca-Cola Crunch Time; the World's Largest Beverage Company Is Striving to Regain Some Fizz by Spending Its Way Out of Trouble.' The Evening Standard. February 11, 2005: 46.
Copeland Jr., J. Ethics as an Imperative. Accounting Horizons. Volume: 19. Issue: 1.
Coca Cola' Wikipedia Encyclopedia. December 10, 2007, Available at http://en.wikipedia.org/wiki/Coca-Cola
Summary of the Company
Coca-Cola is a manufacturer and sometimes distributor of non-alcoholic beverages. The company was founded in 1886 in Atlanta, where the company is still based. It was concocted by John Pemberton, who then sold the product in soda fountains and pharmacies. The name comes from key ingredients, including cocaine and Kola nut, and the drink was initially marketed as a medical tonic. Coca-Cola was initially a syrup that was sold, to which carbonated water was added at the time of dispensing. The company spread nationwide in the early part of the 20th century, and began overseas expansion (Bellis, 2015).
The first major shift in the business model came in the 1960s when the soda fountain -- the main distribution point for the product, began to fall out of favor (Bellis, 2015). To some extent, this was replaced with fast food restaurants, another primary distribution point,…
Bellis, M. (2015). The history of Coca-Cola. About.com Retrieved April 24, 2015 from http://inventors.about.com/od/cstartinventions/a/coca_cola.htm
Coca-Cola Form 2014 Form 10K. Retrieved April 24, 2015 from http://assets.coca-colacompany.com/d2/78/7d7cad454f3fbd033d55d786b890/2014-annual-report-on-form-10-k.pdf
Hebblethwaite, C. (2012) Who, what, why: In which countries is Coca-Cola not sold? BBC News. Retrieved April 24, 2015 from http://www.bbc.com/news/magazine-19550067
Interbrand (2014). Rankings. Interbrand. Retrieved April 24, 2015 from http://www.bestglobalbrands.com/2014/ranking/
Typically, buyers have the ability to switch their tastes from one soft drink brand to the other.
Barrier to Entry: It is very difficult to enter the industry due to several factors:
First, a new firm will need to implement economic of scale to enjoy cost reduction and compete favourably within the industry. To establish economic of scale, a new firm will require huge capital investment ranging from several millions of dollar. Huge capital needed to enter the industry serves as a barrier for a new firm. More importantly, a new firm will need to overcome the tremendous marketing muscle to establish market presence within the industry, and entering into the industry requires substantial capital. Moreover, government regulation is another factor making entry into the industry very difficult. egulations such as Soft Drink Inter-brand Competition Act are making the new entry nearly impossible in the U.S. market.
Assessment of the…
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Lagos, T. & Smith, V. (2001). Analysis of the Coca-Cola Company. Massachusetts Institute of Technology.
Coca-Cola. According to the company's 2012-Year in eview, one of the objectives that the company had coming into 2013 was to improve the strength of its product portfolio. The company wanted to find products where there was untapped potential, and take steps to exploit that potential and improve the overall portfolio strength. To that end, Coca-Cola was able to take an ownership stake in Core Power, which makes protein drinks in the United States, and entered into a partnership with Aujan, which is a maker of juice, sparkling beverage and malt beverages in the Middle East. The company also continued to enjoy strong growth from some of its targeted brands, notably I LOHAS and Ayataka, both of which reached the billion-dollar mark in sales in the past year (Coca Cola, 2012).
As a result of these efforts, the company was able to enjoy broad-based success. Volume was up 4%, and…
Coca-Cola 2012-Year in Review. Retrieved January 8, 2014 from http://www.coca-colacompany.com/annual-review/2012/year_in_review.html
Cross, A. (2013). Core Power shakes up protein drink category. Coca-Cola Journey. Retrieved January 8, 2014 from http://www.coca-colacompany.com/stories/from-grass-to-glass-core-power-shakes-up-protein-drink-category
Metcalfe, J. (2013). Green tea wars heat up. Wall Street Journal. Retrieved January 8, 2014 from http://blogs.wsj.com/japanrealtime/2013/06/18/green-tea-wars-heat-up/
MSN Moneycentral. (2014). Coca-Cola Co. Retrieved January 8, 2014 from http://investing.money.msn.com/investments/stock-price?symbol=KO&ocid=qbes
Coca-Cola faced a number of different ethical issues. The case outlines some of them. The company had faced charges of racial discrimination at many of its plants, in particular relating to the lack of upward mobility for African-Americans at some of the company's southern plants. The company also faced charges of misrepresenting market tests, manipulating earnings, disrupting long-term contractual agreements with some of its distributors. All of these issues affect different stakeholders, but each has the ability to disrupt the company's reputation as an ethical firm. The new management needs to prioritize these issues and address them, while placing the issues in the context of a new philosophy of ethical management.
Of these issues, the manipulation of earnings is the most important. In order to make that determination, we must examine the different issues from the stakeholder perspective to understand the bottom line. The charges of racial discrimination affect a…
Sample, K, & Drever, M. (no date). The Coca-Cola Company struggles with an ethical crisis. Case 2, in possession of the author.
Chen, A., Sawyers, R. & Williams, P. (1997). Reinforcing ethical decision making through corporate culture. Journal of Business Ethics. Vol. 16 (8) 855-865
Dobbin, F., Kim, S. & Kalev, A. (2011). Organizatioanl determinants of diversity programs. American Sociological Review. Vol. 76 (3) 386-411.
In addition, the other two decades were far more traditional and nostalgic. The 70s commercial used images from as far back as the 1920s, like Charlie Chaplin, and that would appeal to a much older audience, people that would remember the old silent films, or appreciate them. The 80s commercial was traditional and nostalgic, as well. It used young people, (as all their commercials do), but it also seemed to appeal to an older, more mature audience, that would appreciate the theme of "old friends," coming home, and being a family that the commercial implied. The 90s commercial was not nostalgic at all; it was trying to be hip, modern, and certainly appeal to a younger, hipper crowd by using big celebrities that would appeal to young people.
These commercials say a lot about society, and how it has changed, and how marketing has become much more centered on youth…
Christmas 1975." Coke Commercial. RetroJunk.com. 1975. 14 Feb. 2009. http://www.retrojunk.com/details_commercial/977/
Old Friend." Coke Commercial. RetroJunk.com. 1980s. 14 Feb. 2009. http://www.retrojunk.com/details_commercial/8893/ .
Paula Abdul & Elton John." Diet Coke Commercial. RetroJunk.com. 1990s. 14 Feb. 2009. http://www.retrojunk.com/details_commercial/9268/ .
In this paper, Coca-Cola Company which is the biggest beverage company in the world has been analysed. A comprehensive strategic analysis to ascertain its competitive advantage has been conducted using the following analytical tools: SWOT analysis and Porter’s generic strategies. Out of the four generic strategies, it has been revealed that Coca-Cola Company follows the differentiation strategy.
By integrating the differentiation strategy with the strengths, weaknesses, opportunities, and threats of the organization key insights were noted. The strengths pinpointed and selected in the SWOT analysis comprise of distribution system, company valuation, and brand equity. Coca-Cola Company’s system of distribution is unique and inimitable. Second, its high market value facilitates sustaining differentiation and brand equity aids in ensuring its different products are purchased across the world. The three items selected in the weaknesses area in the SWOT analysis include the intense market rivalry with Pepsi, lack of a healthy…
In this paper, beverage giant, the Coca-Cola Company, has been analyzed. An internal as well as external analysis of the company has been undertaken using the following analytical tools: PESTEL, SWOT and Porter’s Five Forces. The 5-factor analysis has revealed: medium threat of new entrants, medium to high threat of substitute products, low supplier and buyer bargaining power, and high level of rivalry with its chief competitor, PepsiCo.
SWOT analysis results were as follows: Strengths: Brand Equity; Company valuation; Extensive international presence; Greatest market share; Brilliant marketing plans; Customer Loyalty and Distribution system. Weaknesses: Competition with Pepsi; Low Product Diversification; Lack of a health beverage offering and Water management. Opportunities: Diversification; Focusing on developing countries; Packaged drinking water; Supply chain improvement and Market lesser selling offerings. Threats: Sourcing of Raw Materials and Indirect competition.
Lastly, PESTEL analysis results were as follows: Political and Legal Factors potentially impacting the…
Coca Cola's strategic controls and their fit with the company strategy. What the paper reveals is that there is a real disconnect between Coca Cola's corporate image and its internal corporate dealings. The company is far more ruthless and cutthroat than one would imagine from its very friendly corporate image. It has been involved in several substantial scandals and appears willing to do morally questionable things in order to retain its role as market leader. However, the lack of fit between the company's strategic controls and its stated strategy does not appear to have hurt the company. Coca Cola has been and remains one of the world's economic leaders, despite whatever internal leadership problems the company has faced.
What is fascinating about Coca Cola is that its mission and organizational components do not seem to fit with its strategy, but the company is still tremendously successful. Coca Cola's stated…
The Coca Cola Company. (2011). Functional leadership. Retrieved from:
The Coca Cola Company. (2011). Mission, vision & values. Retrieved from:
Coca-Cola Company. Specifically it will discuss and analyze the case study, including relevant facts and recommendations regarding the study. Coca-Cola is one of the most well-known and famous brands in the world, and it has been in existence since the late 1800s. This case study indicated that it faced several ethical issues in the last decade that eroded its credibility and created strife inside and outside the company.
The facts of Coca-Cola are legendary. One writer notes, "Both the Coca-Cola brand and company took an early lead in the soft-drink industry, for the brand achieved national distribution early on and the company has consistently dominated the industry" (Wolburg, 2003). Coca-Cola is one of the world's leading soft drink manufacturers, and they sell their product in at least 200 countries worldwide. They were the leading soft drink company for decades, and their main rival is PepsiCo, who they have been…
Author Unknown. The Coca -- Cola Company Struggles with Ethical Crises.
Dubinsky, A.J., Nataraajan, R., & Huang, W. (2004). The influence of moral philosophy on retail salespeople's ethical perceptions. Journal of Consumer Affairs, 38(2), 297+.
Meyer, K.E. (2004). Perspectives on multinational enterprises in emerging economies. Journal of International Business Studies, 35(4), 259+.
Wolburg, J.M. (2003). Double-cola and antitrust issues: Staying alive in the soft drink wars. Journal of Consumer Affairs, 37(2), 340+.
Coca-Cola's mission, vision and values are analyzed, against the literature outlining what the best practices for these things are. Coca-Cola's mission statement has three parts, only one of which says something meaningful; the other two state the obvious. The vision statement contains no vision, does not meet the criteria of a high quality vision statement, and needs to be replaced in its entirety. The values statements are superficial; taken at face value they express nothing wrong, but they also add no real value because of their superficiality. Recommendations for improving or replacing these three statements are given at the end of the analysis.
When used properly, a mission statement can be a powerful strategic tool (Mullane, 2002). A poorly constructed mission statement might have limited strategic value, but a good one can clearly define why the organization exists, and what it hopes to accomplish by way…
The company was also performing less profitably than other companies in beverages industry.
The profit margin of the company 7.12% which is lower than those of major company competitors, namely, of Pepsi Co and Hansen, Embotell and must be managed carefully by the corporate headquarters.
The competitive advantages of the company include very high market capitalization, the highest in the industry, very high brand awareness and well developed network of retail locations all around the globe, though facing fierce competition from world wide brands and local brands, good marketing tactics and developed employee selection and retaining process. These factors ensure the company diversifies its' output markets and also enjoy searching of outsourcing and thus less cost consuming production facilities, and spread the output network.
The management of the company clearly identifies the major risk factors associated with the company business and ensure to develop risk management system within the corporation.…
Coca Cola Annual Report, Available at http://ir.thecoca-colacompany.com/phoenix.zhtml?c=94566&p=IROL-sec&control_selectgroup=Annual%20FilingsAvailable at http://biz.yahoo.com/ic/ll/348g5r.html
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Coca Cola Annual Report, Available at http://ir.thecoca-colacompany.com/phoenix.zhtml?c=94566&p=IROL-sec&control_selectgroup=Annual%20FilingsAvailable at
Marketing Planning for Coca-Cola
Coca Cola is the global companies operating in more than 200 countries. Headquartered in the United States, the company uses different brands to market their products across the globe. While Coca-Cola has recorded an increase in sales in the last few years, the company has faced a stiff competition with several beverages companies globally. The study develops marketing planning for Coca-Cola, and examines the internal and external environments that the company operates. The report also develops the SWOT analysis for the company, and outcome of the analysis reveals that the company is facing stiff competitions with different soft drink companies. The report recommends that the management of Coca-Cola should focus in the production of energy boost drinks because these categories of drinks have gained increased market attention among consumers. Moreover, few companies are still operating in this line of business.
Coca-Cola is an American multinational…
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Eric, S. Siegel, B. R. Ford, J. et al. (1993), 'The Ernst & Young Business Plan Guide' (New York: John Wiley and Sons)
Marketing Plan for Coca-Cola Drink
Current marketing situation
Coca-Cola is a carbonated drink that is manufactured by The Coca-Cola Company. The drink is aimed for the non-alcoholic beverage industry because it is a soft drink. Within the non-alcoholic beverage industry, there are soft and hot drinks. Hot drinks comprise of tea and coffee, while soft drinks contain flavor, sweetness, and carbonated or non-carbonated water. The industry is dominated by the soft drinks category and includes bottled water, sports drinks, ready to drink coffee, energy drink, juice, carbonates, and bottled water. In the United States, Coca-Cola is the most consumed non-alcoholic beverage. In order to cater for the health conscious consumers the company developed two drinks namely Coca-Cola Zero, and Diet Coca-Cola that are aimed for health conscious teens and adults respectively. With a global presence, the drink has continued to attract more and more consumers mainly because of its unique…
Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. New York, NY: Psychology Press.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.
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