Coca-Cola has achieved a competitive advantage through strong brand recognition around the world and an extensive distribution system. It holds the leading market share for carbonated beverages and offers over 400 brands globally. Coca-Cola faces competition from PepsiCo but maintains competitive differentiation through emotional branding appeals and product variety. Its marketing strategies aim to target young consumers and expand into new markets and product categories.
these presentation was made by Georgian-American University students for Mgmt mid-term, it covers coca colas Environment,Organizational Culture,SR an Ethics,Organizational Strategies,Organizational Structure and Design And HR Mgmt
these presentation was made by Georgian-American University students for Mgmt mid-term, it covers coca colas Environment,Organizational Culture,SR an Ethics,Organizational Strategies,Organizational Structure and Design And HR Mgmt
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
Coca
Cola began its journey as a small organization which produced beverage. It’s supply chain was little and
limited to a small market. However as Coco Cola grew and expanded itself its supply chain also got expanded
from traditional mass merchandising to modern Supply Chain techniques like J.I.T.
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
Coca
Cola began its journey as a small organization which produced beverage. It’s supply chain was little and
limited to a small market. However as Coco Cola grew and expanded itself its supply chain also got expanded
from traditional mass merchandising to modern Supply Chain techniques like J.I.T.
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
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
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 ...
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
COCA COLA COMPANYIntroductionCoca cola is the larges.docxmonicafrancis71118
COCA COLA COMPANY
Introduction
Coca cola is the largest retailer of beverages in the world
The company has more than 400 brands and produces more than 3000 products
It spreads over more than 200 countries
The company has created employment opportunities for thousands of people worldwide
Coca cola is the worlds largest beverage producer which serves more than 200 countries. The company produces variety of brands stretching to more than 400 brands. The company also commands market in more than 200 countries making it a successful international company. Coca cola company also plays major roles in global social corporate responsibilities and it also know for sponsoring various sports. Of great importance, is that the company has created employment to thousands of people across the globe. The success of the company makes it the best fit for this study.
Of all the above brands, the company’s products stretch the tally further to 3000
2
Coca cola company organizational structure
The company is headed by CEO who is the president of the company
He is assisted by subordinates who control various functions of the company
Subordinates work under control of vice president of various functional departments
The company operates as functional form of organization
The organizational structure of the company is centralized. The head of the company is the CEO who serves to oversee of the activities of the Company. The CEO also serves as the president of the company. The president works with sub ornate staffs who control various activities of the company. Authority flows from top management to the Junior management with each person playing his or her role. This is same with communication where vertical communication is embraced
3
Cont.. Organizational structure
The company embraces centralized management system
it has regional heads in the countries is has penetrate
Communication systems in the company follow a certain chain of command
Regional heads of different countries take charge business growth in their region. They are answerable to the vice president in their functional departments.
4
Operational plans for coca cola company
The company’s operational plans are;
To simplify operational model
Expanding productivity programs
To provide local operations with clear goals
To focus on great brands and strong bottling partners
Target investments that leverage global muscles
The company in its daily operations aims at simplifying matters so as to advance efficiency. This also comes along with increased productivity levels of the organization.
Mostly, the company targets those investments which will breakeven and hence get back value of their investment.
5
Coca cola company financial plan
The company’s cash flow has been increasing despite stiff competition from new entrants
The company has heavily invested in diversification
It has heavily invested on technology to minimize cost and improve efficiency
the company is aiming at increasing.
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1. COMPETITIVE ADVANTAGE OF COCA-COLA
Author- Younus Miraj
Shanto-Mariam University of Creative & Tchnology
Uttara-Dhaka
2. ABSTRACT
Coca Cola is now a brand all around the world. Every day they promote their market every
corner of the world. More than 60 percent soft drinks liked people like coca cola. They have
different kinds of products like Coke, Sprite, Fanta, Lift etc. They always try to provide their
product with low price with different packaging.As it is a soft drink, Coca-Cola Company
follows Intensive Distribution. It is found more or less everywhere in Bangladesh. In terms of
promotions they use Emotional Appeal.
INTRODUCTION
Coca-Cola is a cola (a type of carbonated soft drink) what sells in stores, restaurants and
vending machines. It is produced by The Coca-Cola Company.The Coca-Cola Company
offers nearly 400 brands in over 200 countries or territories, which shows its reorganization.
The Coca-Cola Company only produces concentrate syrup which is then sold to various
bottlers throughout the world who hold a Coca-Cola franchise. Executive summary this
reports gives internal and external audit of coca cola.
Coca Cola though was the company with the most obstacles. I think there are many different
things that should be taken into consideration when you are trying to find out which issues
that have attempted Coca Cola.Coca cola owns more than half of the world’s beverages.
Coke is affordable in all countries. It was not out of the price range for an afternoon snack.
Coca cola is recognized by 94% of size worldwide so youth world’s population can use it for
a crowd or as a personal snack drink.
COMPETITIVE ADVANTAGE
Competitive advantage involves communicating a greater perceived value to a target market
than its competitors can provide. This can be achieved through many avenues including
offering a better-quality product or service, lowering prices and increasing marketing efforts.
Sustainable competitive advantage refers to maintaining a favorable position over the long
term, which can help boost a company's image in the marketplace, its valuation and its future
earning potential.[1]
Competitive advantage occurs when an organization acquires or develops
an attribute or combination of attributes that allows it to outperform its competitors. These
attributes can include access to natural resources, such as high grade ores or inexpensive
power, or access to highly trained and skilled personnel human resources. New technologies
such as robotics and information technology can provide competitive advantage, whether as a
part of the product itself, as an advantage to the making of the product, or as a competitive
aid in the business process for example, better identification and understanding of
customers.[2]
3. TYPES OF COMPETITIVE ADVANTAGE
When a firm sustains profits that exceed the average for its industry, the firm is said to
possess a competitive advantage over its rivals. The goal of much of business strategy is to
achieve a sustainable competitive advantage.
There are two basic types of competitive advantage:(1-2)[3]
1. Cost advantage
2. Differentiation advantage
1. Cost advantage:
A competitive advantage exists when the firm is able to deliver the same benefits as
competitors but at a lower cost benefits that exceed those of competing products. Thus, a
competitive advantage enables the firm to create superior value for its customers and superior
profits for itself.
2. Differentiation advantage:
Differentiation by a firm from its competitors is achieved. When it provides something
unique that is valuable to buyers beyond simply offering a low price.
FIVE FORCE MODEL
Since its introduction in 1979, Michael Porter’s Five Forces has become the de facto
framework for industry analysis. The five forces measure the competitiveness of the market
deriving its attractiveness. The following is a Five Forces analysis of The Coca-Cola
Company in relationship to its Coca-Cola brand.
There are a given a chart the below of five force models:
COMPETITIVE
ADVANTAGE
Differentiation
advantage
Cost advantage
4. Figure 1:Chart of five force model.
1. Threat of New Entrants/Potential Competitors:
There is an increasing amount of new brands appearing in the market with similar prices than
Coke products. Coca-Cola is seen not only as a beverage but also as a brand. It has held a
very significant market share for a long time and loyal customers are not very likely to try a
new brand.
2. Threat of Substitute Products:
There are many kinds of energy drink soda or juice products in the market. Coca-
Cola doesn’t really have an entirely unique flavor. In a blind taste test, people can’t tell the
difference between Coca-Cola and Pepsi.
3. The Bargaining Power of Buyers:
The individual buyer is no pressure on Coca-Cola. Large retailers have like Wal-Mart and
have bargaining power because of the large order quantity but the bargaining power is
lessened because of the end consumer brand loyalty.
4. The Bargaining Power of Suppliers:
The main supply for soft drink is included carbonated water, phosphoric acid, sweetener, and
caffeine. The suppliers are not concentrated or differentiated.Coca-Cola is likely a large or
the largest customer of any of these suppliers.
5. Rivalry among Existing Firms:
Currently, the main competitor is Pepsi which also has a wide range of beverage products
under its brand. Both Coca-Cola and Pepsi are the predominant carbonated beverages
and committed heavily to sponsoring outdoor events and activities.There are other soda
brands in the market that become popular, like Dr. Pepper, because of their unique flavors.
These other brands have failed to reach the success that Pepsi or Coke has enjoyed.
5. COMPANY PROFILE ORIGIN
a) The first Coca-Cola recipe was invented in Covington, Georgia,
by JOHN STITH PEMBERTON, originally as a coca wine called
“Pemberton's French Wine Coca’ in 1885.”
b) The first sales were made at Jacob's Pharmacy in Atlanta,
Georgia, on May 8, 1886, and for the first eight months only nine
Drinks were sold each day.
c)
It incorporated in 1892 as Coca-Cola Company (the current corporation).(a-c)[4]
COMPANY PICTURE
Figure 2:Picture of The coca cola company.
HEADQUARTERS
The Coca-Cola Company, Atlanta, USA
6. COMPANY PROFILE
The world is changing all around us. Coca Cola Company isfounded in 1886. World's leading
manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups,
used to produce more than 230 beverage brands. The corporate headquarters are in Atlanta,
with local operations in nearly 200 countries around the world.The Coca Cola Company is a
leader in the coke’s industry, with thousands of employees and offices in the entire world,
making it an emporium of beverages.[5]
MISSION OF COMPANY
There are given below of company mission:
To refresh the world - in mind, body and spirit
To inspire moments of optimism - through our brands and actions
To create value and make a difference everywhere we engage
VISSON OF COMPANY
To achieve our mission, we have developed a set of goals, which we will work
with our bottlers to deliver :( A to Z)[6]
Profit:Maximizing return to shareholders, while being mindful of our overall responsibilities
People: Being a great place to work, where people are inspired to be the best they can be
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
people's desires and needs
Partners: Nurturing a winning network of partners and building mutual loyalty
Planet: Being a responsible global citizen that makes a difference
Productivity: Be a highly effective, lean and fast-moving organization
VALUE OF COMPANY
Our shared values that we are guided by are:
Leadership
Passion
Integrity
Accountability
Collaboration
Innovation
Quality
7. VARIETIES OF PRODUCT
There are given the below verities of products:
SL NO PRODUCT NAME SL NO PRODUCT NAME
1 Coca-Cola 5 Ceil
2 Diet Coke 6 PowerAde
3 Coca-Cola Zero 7 Simply
4 Dasani 8 Coca Cola light
IMAGE OF PRODUCTS
Coca-Cola Diet Coke Coca-Cola Zero Dasani
Ceil PowerAdeSimply Coca-Cola light
Figure 3:Image of variety products.
COCA-COLA STRATICES
Coca cola owns more than ½ of the world’s beverages.Coke is affordable in all the countries.
It was not out of the price range for an afternoon snack.Coke comes in a variety of sizes
worldwide so you can use it for a crowd or as a personal snack drinkCoca-Cola is recognized
by 94% of the world’s population.
8. MARKETING
STRATEGY
Going
Global
Our
Quality
Promises
Targeting
young
Mind
Change Of
Bottle
Designs
Fun IslandCocateria
Coca Cads
Coca Hookha
Coke Pumps
MARKETING STRETEGY
Examines how Coca-Cola has strategically positioned itself within the world’s soft drinks
market. Given that they operate in over 200 countries, they are faced with a clear choice of
whether to standardize their product offerings globally and reap the potential benefits of
economies of scale, adapt their offerings to a particular market.
Figure 4: Chart of marketing strategy.
1. Going Global:
To take up global marketing strategy through standardization and integrationof the many
services to ensure uniform growth for the company “Coke” throughout the world. From now
onwards Global marketing strategies will be incorporated not in a specific area or country but
other country also which was neglected till now, which will get 100% recognition to the
company “COKE”.
Figure 5: Image of going global.
9. 2. Our Quality Promises:
Quality Is The Highest Business Objective. Have achieved “GOLDEN PEACOCK
NATIONAL QUALITY AWARD 2004” in India and are marching forward to achieve such
more awards globally. Though there were many problems in quality, the quality department
has taken an immediate action to ensure that consumers do not lose interest
Figure 6: Image of our quality promises.
3. Targeting young minds:
Coke’s commercials are basically based on young generations.so, the young generation is the
target market of Coke because they want to represent Coke with the youth and energy but
they also consider about the old people they take then as a co-target market.
4. Change Of Bottle Designs:
While targeting young minds of India they are also changing the design of the bottle to attract
the young minds of India. As bottles of Coke Company have always been simple we are
going to launch designer bottles with few new old attractive tastes.
Figure 7: Image of bottle design.
10. 5. Fun Island :
To provide is a real fun time in a private island of Coke Company. This island is mainly
meant for college couples on a special occasion. To have fun things like
coke fountain
coke Halloween parties
coke games
cock competitions
Figure 8: image of Fun Island.
6. Cocateria:
To open worldwide cafeteria like cocateria. Where we are going to have all the varieties of
drinks only of coco Cola Company including refreshments
Figure 9:Image of Cocateria.
11. 7. Coca Cabs:
We are providing private cabs for tourists for their personal use with limited free coke drinks
in the cab for the customers.
Figure 10:Image of coca cabs.
8. Coke Hookah:
Coke hookah is planning to introduce a coke flavor hookah. This flavored hookah combines
the taste of generations which are not harmful and are suitable for girls, ladies, old people etc.
Figure 11:Image of coke hookah.
9. Coke Pumps:
To install coca pumps all over the world .this will reduce the cost price of the soft drink
compared to the bottled price and will create more demand in the market.
Figure 12:Image of coke pumps.
12. SWOT ANALYSIS
STRENGTH WEAKNESS
1. The best global brand in the world in
terms of value ($77,839 billion)
2. World’s largest market share in
beverage
3. Strong marketing and advertising
4. Most extensive beverage distribution
channel
5. Customer loyalty
6. Bargaining power over suppliers
7. Corporate social responsibility
1. Significant focus on carbonated drinks
2. Undiversified product portfolio
3. High debt level due to acquisitions
4. Negative publicity
5. Brand failures or many brands with
insignificant amount of revenues
OPPORTUNITIES THREATS
1. Bottled water consumption growth
2. Increasing demand for healthy food
and beverage
3. Growing beverages consumption in
emerging markets (especially BRIC)
4. Growth through acquisitions
1. Changes in consumer preferences
2. Water scarcity
3. Strong dollar
4. Legal requirements to disclose
negative information on product labels
5. Decreasing gross profit and net profit
margins
6. Competition from PepsiCo
7. Saturated carbonated drinks market
Figure 13:Chart of SWOT.
COMPETITORS
The biggest competitor of coke is Pepsi.
Pepsi is often second to Coke in terms of sales.
In Bangladesh, Coca-Cola ranked first and behind of the coca cola have Pepsi, seven
up, Mountain Dew and so on.
CONCLUSION
To produce the world's best is known product. The Coca-Cola Company has built internal
and external structures to support the delivery of its business goals. The Coca-Cola Company
has to employ the highest quality processes and establish standards which guarantee the
production of a standardized product which meets consumers' high expectations each and
every time they drink a bottle or can of Coca-Cola.More than complying with standards and
acquiring first rates, Coke aimed at enhancing the shopping experience and enjoyment of
refreshments.