...Coca-Cola Company A Multinational Enterprise The Coca-Cola Company indeed is an MNE because it operates a headquarters in Atlanta, Georgia with other local operations in nearly 200 countries around the world. Coke succeeded as a multinational because of its understanding and appeal to global commonalities (Rugman, A. M. & Collinson, S., 2006). The firm has implements three principles that are assigned to make it more locally responsive, the three principles are: Coca-Cola's three principles * Principles * Description * Operates on a local scale The company modifies its operations to meet local need and institutes a strategy of "think local, act local". Country-by-country basis: It focuses itself as a pure marketing company and pushing its brands on a regional basis and local basis rather than a worldwide basis. Integrates with local environment: Coke is now working to become a model citizen by reaching out to local communities and getting involved in local activities Background of the Coca-Cola Company A carbonated beverage called Coca-cola or often referred as Coke is the world's largest beverage company and the best-known brand in the world. Coca-Cola Company has operated for 124 years since 1886. Coca-Cola was invented by a pharmacist in Atlanta, John Pemberton and he has become one of the global market leaders in the beverage industry (iloveindia.com). The Coca-Cola Company offers over 400 different brands in more than 200 countries worldwide. Coca-Cola...
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...Coca Cola’s Marketing Challenges in Brazil: The Tubaínas War Case Analysis I. Summary The case study deals with Coca Cola’s attempt to pursue different strategies in order to stand up to the strong growth of the so called tubaínas. Tubaínas is defined as the numerous brands of inexpensive, carbonated and sweet beverages which are manufactured and distributed locally throughout Brazil by hundreds of small companies. Due to the significant growth of the tubaínas in Brazil, Coca Cola intended to find a way to impede and even defeat the steady increase, to sustain their performance and strength. II. / III. Statement of the problem / Causes of the problem One of the biggest problems Coca Cola faced was its declining market share in 1999 which dropped to 48%. It became evident that Brazil seemed to be a challenging market for Coca Cola concerning sales, market share and profitability despite the existing high brand awareness all over the world. The decline was the result from the rising social class C which included typical workers in the lower middle class and accounted for around 28% of total national consumption of soft drinks. The outcome of a market study conducted by Boston Consulting Group showed that brand awareness was the least significant factor in the beverage purchase decision of Class C. However lower-priced products, also referred to as B brands, played a decisive role and were preferred. Another market study, published by A.C. Nielsen/CBPA study supported the...
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...Journal of Business Case Studies – November/December 2010 Volume 6, Number 6 Calculating The Beta Coefficient And Required Rate Of Return For Coca-Cola John C. Gardner, University of New Orleans, USA Carl B. McGowan, Jr., Norfolk State University, USA Susan E. Moeller, Eastern Michigan University, USA ABSTRACT In this paper, we demonstrate how to compute the required rate of return for Coca-Cola using modern portfolio theory with data downloaded from the internet. We demonstrate how to calculate monthly returns for the index and Coca-Cola and how to use the returns to compute the beta coefficient and the required rate of return using the downloaded data. We show how to validate the data for the market index and the company and how to compute the returns using the dividend and stock split adjusted prices. We demonstrate how to graph the characteristic line for Coca-Cola and use the graph to check that the regression was run correctly. We use Coca-Cola and the S&P 500 Index in this paper, but any company listed on Yahoo! Finance can be used as the example. This paper can be used as the basis of a lecture on intermediate corporate finance or investments to demonstrate the process using a real company. Keywords: beta; characteristic line; required rate of return; Coca-Cola; teaching note INTRODUCTION M arkowitz1 (1952) began modern portfolio theory (MPT) which can be used to explain the relationship between risk and return for assets, particularly stocks. Stock of...
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...COCA- COLA AMATIL Limited. Level 14, 40 Mount Street, North Sydney, Nsw, Australia www.ccamatil.com April 5th 2013 Subject: Case Study on Coca- Cola Amatil (Australia) I am pleased to submit “A proposal for the Blow fill technology Packaging Project”. The material described in the attached proposal used the most relative and advance data on implementation of blow fill technology by Coca Cola Amatil. Of the particular interest are the state of the art technologies that are used by the organization to improve the supply chain and make environment friendly. The proposal explains the need to work on analyzing the crucial issues faced by the organization while implementing this technology. Please have a look at the case study proposal and in case you have any questions, please do not hesitate to contact. Yours truly, Niranjan R Balikai Project summary The case study would work on analysing, the implementation of blow fill technology at Coca Cola Amatil. Based on the current information, implementation of this technology will reduce the risks associated with quality. The contamination of bottle can be avoided. The use of blow- fill technology at CCA lead to cost reductions along with reduction in carbon footprint at CCA by eliminating the empty bottle storage, transport costs and raw material rise PET resin which was previously used to manufacture bottles. The most important point of focus in this case is to analyse the benefits that CCA derives from implementation...
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...Chapter Eight Case Study - Coke Zero Coke Zero Coca Cola has been the leader in the soft drink market for decades, consistently besting their nearest competitor, Pepsi. The struggle for the top spot has been on-going for over one hundred years, and at times has been fairly interesting. Both companies have been trying new strategies, flavors; can designs and even recipe changes in order to gain market share, niche competitive advantage as well as a sustainable competitive advantage. (Lamb, Hair Jr., & McDaniel, 2013, p. 26) Both companies constantly change their products and their marketing techniques in order to secure an advantage over one another. Coca Cola over the years has used common good business practices in order to evaluate their business, so they would know which direction to take it, next. Sometimes their choices were effective, other times they were not. A Coca-Cola marketing situation comes to mind going back to 1985, when seemingly out of the blue, Coke changed their formula. The onslaught of public outcry then began, forcing Coca Cola to re-think their strategy and into damage control mode. It was either a brilliant strategy designed to be a publicity stunt, or one of the worse blunders ever in corporate America. The answer is still not clear to this day, however the results were interesting and have been fodder for Marketing classes ever since. News about the “New Coke” dominated the airwaves for weeks on end, and people rushed out to try it. Most did...
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...Midterm: Social Media Case Study Brief Company History Coca-Cola was first introduced to the market in 1886 and has since been the leader, manufacturer, distributor and marketer within the carbonated soft drink and syrup industry ever since. The worlds leading soft drink was developed by John Pemberton, originally designed to work simply as a carbonated machine. Later, the formula Pemberton created was sold in a pharmacy for a mere five cents a bottle and became a town phenomenon. Coca-Cola’s mission is to, “Strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference.” Today, consumers still can “Open Happiness” from the bottle, which features the minimally alternated Coca-Cola logo designed by Frank Robinson back in the late 1800’s. Coca-Cola hasn’t strayed far from its original mission, vision and brand image, which has certainly contributed to the strong consumer loyalty they continue to maintain. Strategy and Objectives Coca-Cola strives to maintain their competitive edge over their main competition, Pepsi. Though there have been numerous market shifts, which may have perhaps altered their strategy, Coke is persistent to uphold their top status. Today, consumer loyalty is the utmost important asset to a company, which is why Coca-Cola initiated the campaign strategy called Expedition 206. Within the modern world of social media there comes discussion, criticism, brand interaction and most importantly to a brand, they...
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...The Coca Cola Company: Marketing Strategy Contents Introduction and Summary of the Company ............................................................................................ 3 Environmental Analysis ........................................................................................................................... 3 Political ............................................................................................................................................... 4 Economic............................................................................................................................................. 4 Social................................................................................................................................................... 4 Technological ...................................................................................................................................... 5 Customer analysis – STP analysis ............................................................................................................. 5 Segmentation ...................................................................................................................................... 6 Targeting ............................................................................................................................................. 6 Positioning .............................................................................
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...CHU HAI COLLEGE OF HIGHER EDUCATION 2010-2011 SEMESTER 2 BBA 353 STRATEGIC MANAGEMENT Group Case Study Project The Coca-Cola Company Tsang Hoi Ki Chan Ho Yin Fung Tsun Wai Chan Ka Po Yuen Sze Wing Chan Tai Hoi Yan Yue Kan (200826001H, (200826002H, (200826004H, (200826019H, (200826020H, (200826027H, (200926024E, FNE) FNE) FNE) FNE) FNE) FNE) FNE) Abstract This paper is a strategic analysis of The Coca-Cola Company (Coca-Cola), a leader in the beverage industry. Coca-Cola, the world’s leading soft drink maker, operates in more than 200 countries and owns or licenses more than 500 brands of nonalcoholic beverages. The company faces challenges in today’s market because of market changes, socio-economic changes and globalization. An external analysis of the soft drink industry is performed to understand the impact of environment. An internal analysis of Coca-Cola is performed to understand the internal capabilities. The conclusion of this case study emphasizes that the company needs to reduce its dependence on carbonated beverage and diversify its product portfolio into the noncarbonated sector to remain competitive. 2 Table of Contents Abstract .............................................................................................................................. 2 Section 1: Introduction ................................................................................................... 5 1.1 1.2 1.3 Mission and Objectives ..........
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...1. Situation Analysis Case Background Created in 1886 by Dr. John Pemberton, Coca-Cola has gone through many changes, some good and some bad, but in the end has become the worldwide leader in its industry (Graham, 2011). The company boasts a lineup of approximately 500 different drinks, including soft drinks, teas, coffees, juices, and waters. Soft drinks are their “cash cow” with around two billion cans and bottles sold each day (Graham, 2011). The syrup originally was designed as a "cure-all tonic" and contained coca leaves (Davis, 2004). Two years after creating the mixture, and just before he died, Dr. Pemberton sold the rights to the beverage to Asa Candler. Due to increasing demand Joseph Biedenharn started bottling Coca-Cola and bottled distribution of the soda began; within five years large scale bottling operations became available. Throughout the company's history, and even today, it has faced and overcame many challenges. Coca-Cola was, until recently, the world’s most valuable brand (Elliott, 2013), but is still the worldwide leader in the beverage industry. Through all the successes, Coca-Cola has encountered some challenges along the way. Coca-Cola has been criticized for discrimination against minority employees, poor working conditions of migrant workers, and even assassinations of trade union leaders and union-affiliated workers that provoked protests (Raman, 2007). Another emerging issue the company is facing is criticism that their products are contributing...
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...Cultural Impact on Business: A Case Study on Coca Cola’s Cultural Issues in India admin August 20, 2012 Blog No comments Socio Cultural barriers faced by coca cola in India Coca – cola, the world’s largest selling soft drink company had established its strong presence in the world since 1886. Coca-Cola is the first international soft drink brand to enter the Indian market in the early 1970’s. Till 1977 Coca-Cola was the leading brand in India; later, due to FERA (Foreign Exchange Regulation Act), they left India and didn’t return till 1993. Coca-Cola had to face many issues regarding its quality, resource exploitation and market exploitation along with price-quality trade-offs. People all over India are challenging Coca-Cola for its abuse of water resource. Coca-Cola had affected both quality and quantity of ground water. Due to its waste extracts, Coca-Cola was criticized for polluting the nearby fresh water and ground water and soil; because of this issue, farmers are suffering from water scarcity. Despite all these social and cultural issues, customers are using Coca-Cola due to its strong brand reputation all over the world. This is because Indians are now using more soft drinks and the youngsters are more in this category. However, with many studies and policy changes, Coca-Cola will be able to establish its brand reputation and increase its market share in the near future. This report is prepared from an organizational point of view. The point here is to prepare a report...
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...Coca-Cola’s globalization and its main strategies by Olga Skuratovska Management 502 (MGT502) Professor Claudia J.Ford October 15, 2014 Olga Skuratovska Skuratovska1 Professor Claudia J.Ford Management 502 (MGT502) October 15, 2014 Introduction For my business case study research paper I chose the Coca-Cola Company. I went through a lot of information about the company, I learned the company’s history and analyzed their main strategies that made Coca-Cola one of the most successful and recognized beverage company in the world. “The Coca-Cola Company, founded in 1886, is the world leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. It currently operates in over 200 countries worldwide and is most famous for the innovative soft drink, ‘Coca-Cola’, but can now boast in the region of 230 different brands (www.coca-cola.com). Its headquarters are in Atlanta, Georgia. Its subsidiaries employ nearly 30,000 people around the world. 70% of the company volume and 80% of the company profit come from outside the United States. It is one of the most visible companies in the world. Their Coca-Cola product is now available all over the world and has resulted in the drink becoming the world’s...
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...CHU HAI COLLEGE OF HIGHER EDUCATION 2010-2011 SEMESTER 2 BBA 353 STRATEGIC MANAGEMENT Group Case Study Project The Coca-Cola Company Tsang Hoi Ki Chan Ho Yin Fung Tsun Wai Chan Ka Po Yuen Sze Wing Chan Tai Hoi Yan Yue Kan (200826001H, (200826002H, (200826004H, (200826019H, (200826020H, (200826027H, (200926024E, FNE) FNE) FNE) FNE) FNE) FNE) FNE) Abstract This paper is a strategic analysis of The Coca-Cola Company (Coca-Cola), a leader in the beverage industry. Coca-Cola, the world’s leading soft drink maker, operates in more than 200 countries and owns or licenses more than 500 brands of nonalcoholic beverages. The company faces challenges in today’s market because of market changes, socio-economic changes and globalization. An external analysis of the soft drink industry is performed to understand the impact of environment. An internal analysis of Coca-Cola is performed to understand the internal capabilities. The conclusion of this case study emphasizes that the company needs to reduce its dependence on carbonated beverage and diversify its product portfolio into the noncarbonated sector to remain competitive. 2 Table of Contents Abstract .............................................................................................................................. 2 Section 1: Introduction ................................................................................................... 5 1.1 1.2 1.3 Mission and Objectives ..........
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...Topic: Analysis international strategy of the Coca Cola enterprise in terms of supply chain Introduction Pharmacist John Pemberton founded the CCE (Coca-Cola Company) in 1886. The CCE formula and brand was purchased in 1889 through Asa Griggs Candler, He was an American business who established the CCE. Subsequently, The Coca-Cola Company is one of a biggest enterprise, and a largest beverage organization in the U.S that people across a global is lots of consumed and recognized. Also, the company has organized structure of itself in terms of reflecting on the particular requirement of local market sensitively. (Coca Cola company Case study). CCE currently provides over 650 brands to customers more than 200 countries, and CCE have the headquarter in Atlanta, Georgia. (Academia). - The global and local strategy of Coca Cola Once again, the Coca Cola enterprise is largest beverage company of the world. It has been recognized the most valuable branch of the world. It has promoted many kind of soft drink of the top worlds brand such as Coca Cola, diet coke, sprite, and Fanta. (Studymode.com). The Coca Cola Company has been successful by think over five main point factors: 1. “A unique and recognized brand” Coca Cola is the most popular among trademarks across the globe. 2. “Quality” Consistently they have offered high quality of product for consumer. 3. “Marketing” carried on a good idea, inventive and innovative into marketing platform across a globe. 4...
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...Business Analysis During this research work, Coca-Cola Company will be studied in order to review: 1.-Company Background 2.-Company Mission 3.-Company Vision 4.-Coca-Cola Business Environment 5.-Income Statement (Comparisons between Coca-Cola vs. PepsiCo). 6.-Balance Sheet (Comparisons between Coca-Cola vs. PepsiCo). 7.-Cash Flow Statement (Comparisons between Coca-Cola vs. PepsiCo). 8.-SWOT Matrix 9.-Economic trends and influence to Coca-Cola Company 10.-Strategies used by Coca-Cola Company 11.-Technological Advantages 12.-Coca-Cola and Globalization 13.-Coca-Cola’s Human Resource Management 14.-Management Decisions 15.-Conclusion Company Background So the first let’s find out who is Coca-Cola, where it’s come from, how big is this company, where you can find its products, since when is the market, who are the principals competitors from this company to have a better understanding who is this company. What is Coca-cola and where it’s come from? Coca-Cola is a beverage which is carbonated soft drink, was invented by Doctor John Pemberton who was a pharmacist form Atlanta, Georgia in May 1886, then 1887 Asa Candler bought the formula from John. By late 1890s, Coca-Cola was one of America’s most popular fountain drinks, because of a very aggressive marketing campaign; as a result the syrup sales went over 4000% at that time, then by 1960’s the soda fountain consumption declined its popularity and bottled soft drinks and fast food restaurants became popular...
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...How Coca-cola hrm activities can help organization... HRM Activities: A case study of the Coca-Cola Company Human resource management (HRM) involves the management of employees in an organization. It involved various activities which comprises of recruitment and selection, training and development, rewarding and appraisal, motivation, directing, and controlling employees (Eslami N & Nakhaie H., 2011). HRM can also be referred to as the framework of philosophies, procedures, policies and practices used in the management of the existing relationship between employers and employees (Wilton, 2010). The five broad categories as discussed by Wilton (2010) include: a) Resourcing- The activities here comprises of HR planning where the HR manager must match the organization’s demand and the workforce supply. Recruitment, selection, induction, employment contracts management, talent management, and succession planning are all part HRM resourcing functions. b) Performance- This involved management of individual or group performance, and how the employees contribute to the organizational goal. The activities here included performance appraisals and goal-setting. c) Reward-The function involves designing and executing a reward system that covers individuals. It may be financial or non-financial. d) Learning and development- The function involves identification of an organization, individual and team requirements. The HR manager then designs and implements a training...
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