Coca-Cola has over a century of brand recognition and global presence as strengths. However, its classic soft drinks are high in sugar and calories, which is a weakness as health concerns rise. Coca-Cola has opportunities to introduce healthier drinks to stay relevant as consumer demand shifts. Its largest threat is failing to diversify as fitness trends grow - competitors offering nutritious drinks could overtake Coca-Cola if it does not adapt.
History and geographical impact of Coca-Cola has arisen from various groups, concerning a variety of issues, including health effects, environmental issues, and business practices. The Coca-Cola Company, its subsidiaries and products have been subject to sustained criticism by both consumer groups and watchdogs, particularly since the early 2000s.
Coca cola Hello for Happiness PresentationAmy Ramli
A presentation for Hello Happiness by Coca Cola for an International Business Subject - intercultural..
How the Coca Cola Hello Happiness project is viewed in the cultural perspective
Coca Cola's Profile, History, Headquartes, Product line n width, Porter's Five force model' Competitors, SWOT, Marketing n Promotional Strategies, Conclusion, KSF i.e., Key Success Factors
History and geographical impact of Coca-Cola has arisen from various groups, concerning a variety of issues, including health effects, environmental issues, and business practices. The Coca-Cola Company, its subsidiaries and products have been subject to sustained criticism by both consumer groups and watchdogs, particularly since the early 2000s.
Coca cola Hello for Happiness PresentationAmy Ramli
A presentation for Hello Happiness by Coca Cola for an International Business Subject - intercultural..
How the Coca Cola Hello Happiness project is viewed in the cultural perspective
Coca Cola's Profile, History, Headquartes, Product line n width, Porter's Five force model' Competitors, SWOT, Marketing n Promotional Strategies, Conclusion, KSF i.e., Key Success Factors
I do not recommend to anyone relying on the PowerPoint slides for making any decision on whether to invest on Coca-Cola stock. These slides were published for potential employers to gain information about my educational background, not for financial advice.
*Update / Correction: Pepsi was stated as a substitute under the discussion of Porter's Five Forces. This cannot be true because Porter's Five Forces clearly states that a substitute cannot be competitors' similar products. Instead, a substitute is considered an entirely different product groups. So, in this case, Pepsi is not considered a substitute for Coke but Gatorade, Budweiser, coffee and tea.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
Fils-Aime 13
Valdirene Fils-Aime
Michael Matvichuk
CMGMT 4140 -- Strategic Management
Project: Five-Step Strategic Management Plan Analysis
Coca-Cola Company in the beverages industry
Step I. Corporate Mission and Goals
Brief history of the background and evolution of the organization
Coca-Cola Company is the manufacturer of Coke or Coca-Cola soft drinks. The company was founded in 1886 by John Pemberton. He was inspired by his curiosity as he stirred up a fragrant, caramel-colored liquid that he brought down to a place called Jacobs’ Pharmacy. There he added carbonated water and let several customers sample the new concoction. Although John Pemberton invented Coca-Cola, which is a carbonated soft drink, he later sold it to businessman Asa Griggs Candler, whose smart marketing tactics made the soft drinks to dominate the world of beverages in the entire 20th century. During the introduction stage into the market, the company used to sell nine drinks in Atlanta per day, but currently it is selling more than 19400 beverages every second around the globe (Moran). Its advertising strategies have changed to reach greater markets. Today Coca-Cola is one of the best-known brands around the world. However, when the company started, it used free coupons to promote its product. When Griggs Candler acquired the company, his budget to promote the product was $11,000. In 2011, the company allocated $4 billion for the marketing of its products (Moran). Also, over the decades the bottling of the beverages has changed to differentiate it from other close substitutes. These changes have also been seen in the company logos.
Mission and Vision
Coca-Cola has aimed to maximize its profit while keeping long-term sustainable growth in the beverage industry. The mission statement of the company states that it aims to refresh the world, inspire the moments of happiness and optimism, and create value and build a difference in the world. The vision of the company is their road map and acts as a guide to every aspect of their business by explaining what ought to be accomplished to achieve sustainable and quality growth around the world. It appears that the vision of Coca-Cola consists of 6 P’s which are people, portfolio, partners, planet, profit, and productivity. The company’s values include integrity, collaboration, accountability, diversity, leadership, passion, and quality (“Mission, Vision & Values”). The winning culture of the company explains its behaviors and attitudes that will make their vision 2020 a reality.
General Structure and Leadership Style
The organizational structure of the company is structured in such a way that it operates smoothly, and the growth of the company is enhanced. The company is composed of fifteen board members who include the CEO of the company James Quincey. The board members are all divided, and each of the board heads several other committees. Currently, the company is now divided into three regional groups, which include ...
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETSVARUN KESAVAN
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.
Prior to his death in 1888, just two years after creating what was to become the world’s #1-selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest sold to Atlanta businessman, As a G. Candler. Under Mr. Candler’s leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca-Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Large scale bottling was made possible just five years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-Cola. The three entrepreneurs purchased the bottling rights from As a Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca-Cola worldwide bottling system.
Here is a swot analysis of Cocacola company Done on 2014, basing on Information found on the internet,, it will be usefull for people out there, especially for students who will have this kind of assignment
1. Coca-Cola SWOT
Mission Statement
"Everything we do is inspired by our enduring mission:
To Refresh the World... in body, mind, and spirit.
To Inspire Moments of Optimism... through our brands and our actions.
To Create Value and Make a Difference... everywhere we engage."
Strengths
The Coca-Cola Company was founded in 1886 in the United States by Doctor John Pemberton a pharmacist from
Atlanta, Georgia. It has been developed for over a hundred years. Its long history can really benefit it business
since its brand name has been widely spread to the world. People over 200 countries can enjoy its products and
recognize the little red can anywhere. Interestingly enough, though, more than 70% of Coca-Cola’s income comes
from outside the United State of America.
The promotion strategy of the Coca-Cola Company is undoubtedly, brilliant. By usually employing poop singers,
movie stars and professional athletes to endorse the product, the general public feels at ease in purchasing it.
Well, if Tom Hanks drinks Coke, so could I. Using this strategy gives a wide range of people in different cultures,
walks of life and countries to relate with Coca-Cola and its products.
Coke has also developed Coke Gear, some are collectible items, such as Christmas ornaments, special edition
bottles etc. Others are items such as duffle bags, cups, sunglasses cases, stickers etc. These types of items are not
only giving the consumer a sense of pride by displaying a product they like but, they are also promoting it to other
potential consumers.
The taste of Coke is unique and widely accepted by consumers. The Coke Company has its secret formula, as many
others do, and though many try to re-create a similar taste, Coke is still the original cola. “Today, products of the
Coca Cola Company are consumed at the rate of more than one billion drinks per day.” Bellis, M. – The History of
Coca-Colahttp://inventors.about.com/od/cstartinventions/a/coca_cola.htm
The Coca-Cola Company has also developed the signing contracts with other market giants like McDonalds, this
way the soft drinks of the company can be linked with the food of the restaurants and both companies benefit
from that.
Weaknesses
Most of the Coca-Cola drinks are not so…let’s say, healthy, for lack of a better word, especially their soft drinks.
The amounts of sugars and increased calories have been known to cause cavities, and weight gain. I researched so
many studies about the correlation between soda and weight gain and all were inconclusive, so I did my own
experiment. I decided to stop drinking Coke for a time, in two weeks I had lost 10 lbs. I maintained the portion
2. amounts the same, even the types of foods I ate. The only thing I did was stop drinking Coke. So the tie is there,
Coke and other sodas do in fact, make you gain weight.
Opportunities
Coca-Cola has the opportunity and the financial capability to create and provide healthy drinks. More and more
people are becoming health conscious and want to intake healthier foods into their bodies. If Coca-Cola intends
on staying on top, this new “global health kick” is a great opportunity for the Coca-Cola Company to introduce new
products. By extending into the dessert and power drinks markets, Coca-Cola can maintain its reputation where
sweet things are not only accepted but, required.
Threats
Coca-Cola’s biggest threat is itself. It needs to diversify its market into other possible venues. This new “staying
fit” phenomenon sweeping the nation can be its downfall if the company does not act. Sure there are other
competing soft drink companies but, let’s face it, they have been trying for years to topple Coke and have been
unsuccessful. The “new” competitors are companies that are developing green tea, and nutritious water, these
are the companies Coke has to worry about.