Coca-Cola: A Case Analysis
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The document analyzes Coca-Cola, discussing its history since 1886, strengths in branding and global distribution, weaknesses in substitutable products, and opportunities in new markets and product lines. It outlines Muhtar Kent's vision for long-term value creation. Coca-Cola focuses on sustainability, community initiatives, and outsourcing supply chain, production, and distribution to bottlers while considering related diversification into candy and restaurants.
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The first Starbucks opened in Seattle, Washington, on March 30, 1971,
By three partners who met while they were students at the University of San Francisco
English teacher Jerry Baldwin
History teacher Zev Siegl, and
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uncoordinated initiatives as a technological solution for problems in
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Coca-Cola: A Case Analysis
- 1. COCA-COLA: A CASE ANALYSIS STEPHEN TILSON
- 2. INTRODUCTION TO THE COMPANY • COCA-COLA INVENTED IN 1886 – JOHN PEMBERTON • COMPANY FOUNDED JANUARY 29, 1892 – ASA CANDLER • BOUGHT OUT OTHER OWNERS FOR $2300 • PRODUCT DEVELOPMENT, BOTTLING INNOVATIONS, MARKETING • SOLD FOR $25 MILLION IN 1919 • SOMEONE DRINKS ONE OF COCA-COLA’S BRANDS MORE THAN 1.9 BILLION TIMES EACH DAY.
- 3. SWOT ANALYSIS - STRENGTHS • WELL-KNOWN BRAND/REPUTATION • INITIAL WORLDWIDE SPREAD • MARKETING – EMOTIONAL CONNECTION W/ CUSTOMERS • STRONG GLOBAL DISTRIBUTION CAPABILITY • BOTTLING COMPANIES • REFRANCHISING
- 4. SWOT ANALYSIS - WEAKNESS • PRODUCTS EASILY SUBSTITUTED • PEPSICO, OTHER BRANDS, EVEN GROCERY STORES • EMOTIONAL MARKETING COMBATS THIS BY CREATING NOSTALGIA & LOYALTY
- 5. SWOT ANALYSIS – MARKET OPPORTUNITIES• PRODUCT LINE EXPANSION • LOW CALORIE, NATURAL ALTERNATIVES • 1000 NEW PRODUCTS INTRODUCED SINCE 2007 • NEW GEOGRAPHIC MARKETS • NEW BOTTLING PLANTS, UNITED MARKETING FOCUS • SUSTAINABILITY FOCUS • WOMEN – 1.7 MILLION FEMALE ENTREPRENEURS SINCE 2010 • WATER – REPLENISHED 100% OF WATER USED IN 2016 • WELL-BEING – HEALTHY RECIPE/PACKAGE CHANGES; CLEAN WATER/MEDICAL ACCESS
- 6. SWOT ANALYSIS - THREATS • SHIFT IN BUYER WANTS • MORE HEALTH CONSCIOUS BEVERAGES • ADDRESSING THIS THROUGH R&D, RECIPE CHANGES • PACKAGING SIZE – TREAT, NOT HYDRATION SOURCE • NEW PRODUCTS FROM COMPETITORS • COMBATTING BY INTRODUCING NEW PRODUCTS • OVER 500 ROLLED OUT IN 2016
- 7. SWOT ANALYSIS •EXCEPTIONALLY STRONG COMPANY •CONTINUALLY REEVALUATE & IMPROVE
- 8. MUHTAR KENT • FORMER CEO AND CURRENT CHAIRMAN OF THE BOARD OF DIRECTORS • “IT’S ABOUT MAKING SURE WE ARE A BETTER AND MORE VALUABLE COMPANY TODAY THAN WE WERE 10 YEARS AGO. AND IT’S ABOUT DOING EVERYTHING POSSIBLE TODAY TO CREATE GREATER VALUE FOR YOU AND ALL OF OUR STAKEHOLDERS A DECADE FROM NOW AND EVEN TWO, THREE AND FOUR DECADES FROM NOW. IN OTHER WORDS, WE MANAGE THIS BUSINESS NOT ONLY FOR THE NEXT QUARTER BUT ALSO FOR THE NEXT QUARTER CENTURY”
- 10. CRUCIAL VALUE CHAIN ACTIVITIES • SUPPLY CHAIN MANAGEMENT • OPERATIONS • DISTRIBUTION • SALES & MARKETING • SERVICE
- 11. VALUE CHAIN ACTIVITIES - OUTSOURCING • BOTTLING SYSTEM REFRANCHISE • OUTSOURCE 3 OF MOST CRUCIAL ACTIVITIES: • SUPPLY CHAIN MANAGEMENT • OPERATIONS • DISTRIBUTION
- 12. CORPORATE SOCIAL RESPONSIBILITY • PERFECT SCORE ON CORPORATE EQUALITY INDEX (HUMAN RIGHTS CAMPAIGN) • HIRED 5000 U.S. VETERANS BETWEEN 2012 & 2016 • PREVIOUSLY MENTIONED FOCUS ON WOMEN, WATER, WELL-BEING • CONTINUE MAKING IMPROVEMENTS TO COMMUNITIES • MAKE ADDITIONAL EFFORTS IN PACKAGING/RECYCLING
- 13. RELATED DIVERSIFICATION: RECOMMENDED INDUSTRIES • CANDY INDUSTRY: • BEVERAGE FLAVORS TRANSLATE TO CANDY • MANUFACTURING FACILITIES ALREADY IN PLACE • ALREADY FOOD HEALTH & SAFETY COMPLIANT • RESTAURANT INDUSTRY: • DINER-TYPE ESTABLISHMENTS • ALL DISHES CONTAIN COKE OR OTHER BEVERAGE • ADVERTISEMENTS, NAME RECOGNITION, EMOTIONAL CONNECTION
- 14. RECOMMENDATIONS • ALREADY A STRONG COMPANY • CONTINUE SELF-EVALUATION & IMPROVEMENT EFFORTS • CONTINUE EXPANSION & SUSTAINABILITY EFFORTS • EXPLORE ADDITIONAL WAYS TO FULFILL CSR • CONSIDER RELATED DIVERSIFICATION INTO OTHER INDUSTRIES
- 15. REFERENCES • MYERS, A. (2016). COCA-COLA COMPANY. IN SALEM PRESS ENCYCLOPEDIA. • THE COCA-COLA COMPANY. (2017). 2016 ANNUAL REVIEW. RETRIEVED FROM HTTP://WWW.COCA- COLACOMPANY.COM/CONTENT/DAM/JOURNEY/US/EN/PRIVATE/FILEASSETS/PD F/2017/TCCCAR16-FINAL.PDF • THOMPSON, A. A., PETERAF, M. A., GAMBLE, J. E., & STRICKLAND III, A. J. (2016). CRAFTING AND EXECUTING STRATEGY: THE QUEST FOR COMPETITIVE ADVANTAGE: CONCEPTS AND CASES (20 ED.). NEW YORK: MCGRAW-HILL EDUCATION.