The Coca-Cola Company is the world's largest beverage company, largest
manufacturer, distributor and marketer of non-alcoholic beverage
concentrates and syrups in the world and is one of the largest corporations in
the United States. The company is best known for its flagship product Coca-
Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola
formula and brand was bought in 1889 by Asa Candler who incorporated
The Coca-Cola Company in 1892. Besides its namesake Coca-Cola
beverage, Coca-Cola currently offers nearly 400 brands in over 200
countries or territories and serves 1.5 billion servings each day.
Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending
The company operates a franchised distribution system dating from 1889
where The Coca-Cola Company only produces syrup concentrate which is
then sold to various bottlers throughout the world who hold an exclusive
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is
listed on the NYSE and is part of DJIA and S&P 500. Its current president
and CEO is Muhtar Kent.
Mission, Vision & Values
The world is changing all around us. To continue to thrive as a business over
the next ten years and beyond, we must look ahead, understand the trends
and forces that will shape our business in the future and move swiftly to
prepare for what's to come. We must get ready for tomorrow today. That's
what our 2020 Vision is all about. It creates a long-term destination for our
business and provides us with a "Roadmap" for winning together with our
Our Roadmap starts with our mission, which is enduring. It declares our
purpose as a company and serves as the standard against which we weigh
our actions and decisions.
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.
Our vision serves as the framework for our Roadmap and guides every
aspect of our business by describing what we need to accomplish in order to
continue achieving sustainable, quality growth.
• People: Be a great place to work where people are inspired to be the best
they can be.
• Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by helping build
and support sustainable communities.
• Profit: Maximize long-term return to shareowners while being mindful of
our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-moving organization.
Our Winning Culture
Our Winning Culture defines the attitudes and behaviors that will be
required of us to make our 2020 Vision a reality.
Live Our Values
Our values serve as a compass for our actions and describe how we behave
in the world.
• Leadership: The courage to shape a better future
• Collaboration: Leverage collective genius
• Integrity: Be real
• Accountability: If it is to be, it's up to me
• Passion: Committed in heart and mind
• Diversity: As inclusive as our brands
• Quality: What we do, we do well
Focus on the Market
• Focus on needs of our consumers, customers and franchise partners
• Get out into the market and listen, observe and learn
• Possess a world view
• Focus on execution in the marketplace every day
• Be insatiably curious
• Act with urgency
• Remain responsive to change
• Have the courage to change course when needed
• Remain constructively discontent
• Work efficiently
Act Like Owners
• Be accountable for our actions and inactions
• Steward system assets and focus on building value
• Reward our people for taking risks and finding better ways to solve
• Learn from our outcomes -- what worked and what didn’t
Be the Brand
• Inspire creativity, passion, optimism and fun
Marketing Objectives of Coca Cola
o To increase the market shares in the upcoming years.
o To increase awareness of the product on the market.
o To survive the current market war between competitors.
o To increase the size of the worldwide Coca Cola enterprise by 10% .
Marketing strategy of Coca Cola
o Accelerate carbonated soft-drink growth, led by Coca-Cola.
o Selectively broaden the family of beverage brands to drive profitable
o Grow system profitability and capability together with our bottling
o Serve customers with creativity and consistency to generate growth
across all channels.
o Direct investments to highest potential areas across markets.
o Drive efficiency and cost-effectiveness everywhere
o Integrated promotional activities.
World’s leading brand.
Large scale of operations.
Strong supply chain management system
Unable to differentiate itself from Pepsi.
Less effective campaigns.
Growing bottled water market.
Acquisitions Intense competition
Intense competition with competitors.
Intense price competition.
Dependence on bottling partners
Sluggish growth of carbonated beverages
Key Success Factors. . .
The Coca-Cola Company is one of the largest, most successful and most
widely recognized corporations in existence. Coca-Cola is a dominating
force in the beverage industry and sets a very high standard of competition.
Research shows that its trademark is recognized by over 94% of the world’s
population. There are many factors contributing to Coca-Cola’s success,
however, it is believed that their key success factors are Marketing,
Innovation, and Globalization.
Coca-Cola is seen as one of the founding fathers of the modern day
marketing model. They were among the pioneers of advertising techniques
and styles used to capture an audience. Through its intense marketing
campaigns, Coke has developed an image that is reflected in what we think
of when we buy Coke and what we associate with drinking Coke. This
image has been subconsciously installed in our brain by the advertising
campaigns that show Coca-Cola associated with “good times.”
Coca-Cola has been able to survive and grow in an ever-changing market
because of its ability to systematically innovate and deliver new products.
Coca-Cola began to employ a strategy referred to as “play to win
innovation.” The company began operating in a decentralized environment
that was unfeasible in previous years. Now Coca-Cola offers nearly 400
different products in and is still dominating the beverage industry. This is
made possible by the company’s ability to innovate and adapt to changing
Today’s big business takes place on a global scale, and Coca-Cola is no
exception. Technology is continually changing business, and these constant
changes have been making it more feasible and profitable for businesses to
expand their operations globally in order to serve all different types of
diverse markets around the world. This global view is reflected in Coke’s
recent “I’d like to teach the world to sing” commercial. Coca-Cola is taking
advantage of the large revenue opportunities made possible by participating
in a global market and now offers products in 200 countries around the