...Developing a Global Business Strategy: Coca Cola Expansion Strategy in Sudan and Iran Coca Cola or Coke is one of the leading companies in carbonated soft drinks; headquarter originally in Atlanta, Georgia, where it produces the concentrate and sell it to various licensed bottlers around the world. Coca Cola operates in five continents; Asia, Europe, Africa, Latin America and North America and more than 200 countries. Coca Cola Company has been very successful in international marketing effort. Aggressive advertising, branding and market segmentation have played an important part in the success. It has portrayed itself as fun, playfulness, freedom, lifestyle and the international appeal of Coca Cola was embodied by a 1971 commercial, where a group of young people from all over the world to a hilltop in Italy to sing “I’ll like to buy the world a Coke”. The company has been sponsoring big events, like Olympics, Sea Games, FIFA Cup and International Film Festivals all over the world to create awareness, credibility and to brand itself as world-class company. It also makes big donations to organizations, charities and involvement in the communities. These activities have aided Coca Cola in creating a positive image and consumers’ perception toward the company. For the Coca Cola company expansion, I chose Iran and Sudan since these two countries are not enlisted under the list that the company operates in. in addition, Iran and Sudan each exist in different continents...
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...Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China Section the basic situation of Coca-Cola Company 1. Coca-Cola and the company's produce Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention. "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century. In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120 bottling...
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...mission of the Coca-Cola Company is to refresh the world. In order to refresh the world, Coca-Cola has to reach the world and distribute the refreshments throughout the world. The Coca-Cola Company has done just that since its establishment in 1886. Since establishing themselves in the beverage market, Coca-Cola has earned more than $15 billion in revenue, employed more than 150,000 employees, and has products in over 200 countries. Coca-Cola has had to research the global and domestic markets to ensure a need for their product. With the research, comes compliance in all regulations when distributing or creating the product in global and domestic areas. Companies have their own procedures in place to guide employees through the ever-changing needs of consumers. These procedures provide an example to the employees regarding the conduct of the employees as business is conducted within global and domestic markets. The procedures also help in the decision-making of company executives as they explore expanding business in the global market. The Coca-Cola Company is a perfect example of a company using both domestic and international marketing. Marketing’s importance in the business world increases day by day. For Coca-Cola to market at a domestic level, they must promote their local products to local consumers in local markets and satisfy the needs of the local consumers. For Coca-Cola to market at a global level, they must promote multinational business all over the world...
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...Coca-Cola: International Business Strategy For Globalization Dr. Michael Ba Banutu-Gomez, Professor, Management and Entrepreneurship, William G. Rohrer College of Business Rowan University, Glassboro, NJ ABSTRACT The purpose of this research was to analyze the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. However, the author learned that CocaCola did not effectively utilize all of the strategies in each country. Key Words: Coca-Cola, International Business, Strategy, Globalization, International Marketing, Labor Relations, Distribution, Diversification, Management, Channels, Costs, Gains and Collaboration. INTRODUCTION...
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...Operations Strategy in a Global Environment Coca-Cola Coca-Cola is a global business that operates on a local scale in every community they do business. Coca-Cola sells more than 1.8 billion servings of their products each day. Coca Cola’s global strategy is huge and the company is considered an international phenomenon. Coca-Cola does business in over 200 countries. Ninety-four percent of the world’s population recognizes the brand. Coca-Cola produces more than 500 brands sold in over 20 million outlets worldwide. Coke was one of the four founding companies that established the Global Business Initiative on Human Rights back in 2009. They helped found this initiative as a way of ramping up respect for human rights across their business model as well as showing respect to their entire global supply chain. Coca Cola’s global strategy is obvious when you visit their web site. They have information describing their global strategy all over their site. Coca-Cola has adopted a transnational approach to their global strategy. The company operates hundreds if not thousands of global operations throughout the world. Coca Cola’s main headquarters is located in the United States and it is where they produce their syrup concentrates. Coke then sells their syrup concentrate to independent bottlers worldwide. The bottlers produce the final drinks by mixing the syrup with filtered water and sweeteners, carbonating them, and then putting them in cans and bottles. The bottlers are the ones...
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...Transcript of Coca-Cola photo credit Nasa / Goddard Space Flight Center / Reto Stöckli PRESENTATION OUTLINE COCA-COLA HERITAGE TIMELINE 1886 -2013 How might Coca-Cola have responded differently when this situation first occured, specially in terms of responsibility to negative perceptions among Indians of Coke and other MNCs? If Coca-Cola wants to obtain more of India's soft drink market, what change does it need to take? Companies like Coca-Cola and PepsiCo in demonstrating their commitment to working with different countries and r especting the cultural and natural environments of those societies. WONG KIM MAY ESHA CHOWDHURY KHO XIAN WEI 3.1% of all beverages consumed around the world are Coca-Cola products. DO YOU KNOW? Coke make so many different beverages that if you drank one per day, it would take up 9 years to try them all. Coca-cola's $35.1 billion in revenue makes it the 84th largest economy in the world, just ahead of Costa Rica. The Coca-cola brand is worth an estimated $74 billion : more than Budweiser, Pepsi, Starbucks and Redbull combined. If every drop of Coke ever produced were put in 8-ounce bottles and laid end-to-end, they would reach the moon and back over 2000 times. DO YOU KNOW The red & white Coca-cola logo is recognized by 94% of the World's population. There are 33 non-alcoholic brands that generate over $1 billion in revenue. Coca-cola owns a whopping 15 of them. Around the world, the average person...
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...Business and Marketing Strategy Q1: Assessment of environmental issues affecting Coca Cola Provide a detailed assessment of the environmental issues affecting Coca Cola global business and marketing strategy. Given guidance in terms of opportunities or threats they may pose for the company in the future. Lo; illustrate how marketing decisions are affected by various forces in the external business environment “WATER is to Coca-Cola as clean energy is to BP.” So declares Jeff Seabright, Coca-Cola's manager of environmental affairs, when asked about the firm's new global water strategy. The fizzy-drinks maker unveiled that strategy as part of its annual environmental report, released this week. “We need to manage this issue or it will manage us,” says Mr Seabright. At first sight, the analogy with oil may seem odd, but it is not so far-fetched. Big Oil has long been the target of activists clamouring for action on global warming. BP stole a march on its oily brethren by accepting that climate change is a real problem, making smallish investments in clean energy, and grandly proclaiming itself “beyond petroleum”. Coca-Cola has also been targeted by activists, but over the issue of water rather than energy. The firm has been hit hardest in India. First, experts from Delhi's Centre for Science and Environment, a green think-tank, tested various soft drinks and determined that they contained high levels of pesticide. It turned out that Coca-Cola was not the cause of the problem...
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...Harry Sethi International Marketing Coca-Cola Out of many brands globally, one brand that has been part of our lives somewhere someplace around the world is Coca-Cola. I have learnt a lot from this class from how to successfully market products to how to respect and turn culture into an advantage. One of the main things I learned from this class in regards to this brand has to be the 4ps. Product, Price, Promotion, and Place. This basic model has brought Coca-Cola to be known throughout, as a world class brand. The product that Coca-Cola has given to the people has always been similar but different to the world. First off, the product Coca-Cola has branded on is a carbonated soft-drink which is sold in stores, vending machine and restaurants. Coca-Cola first began its product as a coca based wine which had sold in Europe. With the introduction of prohibition it had changed its recipe to a non-alcoholic beverage. Many believed during this time that carbonated drinks had medicinal powers which Coca-Cola took advantage of and sold its beverage as a medicinal drink. As times have continued Coca-Cola has continued to expand its product variety from Coca-Cola to Minute-Maid its has consistently progressed different avenues of beverages. While it has expanded Coca-Cola has continued to protect Coca-Cola and has never changed its original product and never changed the recipe. Price, Coca-Cola as delicious as it is has always kept prices down and affordable to all, never raising the...
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...Analysis of Global Leadership Practices for The Coca-Cola Company Robert Walbrun 11/25/2014 City University - Seattle Abstract This paper will discuss The Coca-Cola Company, a company that does business with international stakeholders. It will analyze the leadership practices of working across cultures and outline what the organization does well in this regard and what opportunities exist for improvement. In conclusion, this paper will recommend actions that should be taken to make improvements in relations with international stakeholders. Analysis of Global Leadership Practices for The Coca-Cola Company The Coca-Cola Company spans across over 200 countries with more than 3500 products worldwide (“Coca-Cola at a glance”, n.d.). The company has been adaptive to the changing world and has adjusted its leadership structure to meet current business needs. Partnerships around the world have allowed it to adjust its manufacturing and distribution approach to meet the needs of each independent market. The company is cognizant of its emerging markets and makes investments that secure the future of those markets. While Coke is an extremely strong and recognizable brand around the world it has also exposed itself to controversial situations as it has worked to establish itself in new global markets. Unique challenges inhibit the company’s growth in some markets but recognition of collateral impact to specific business decisions and appropriate adjustments will...
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...Coca-Cola Company Introduction Coca- Cola Company is the world leading manufacturer, distributor, and marketer of soft drinks. It was established after Coca-Cola invention on May 1886 by Dr. Pemberton. This company manufactures about 4000 products and 400 brands using tea, coffee, water, energy drinks, juices and much more. The company’s corporate center of operations is in Atlanta with local operations in more than 200 countries around the world. Only 30 percent of its income comes from within the United States with estimated brand equity of 84 billion dollars relating to more than 50 market share of the global beverage industry. In early 20th century, the company expanded rapidly into some European countries. Major and swift growth worldwide took place after the Second World War II. The African market is targeted the most because of its potential economic growth. The American, European and Asian markets utilized fully that’s why must interest is in African nations because they are undergoing urbanization thus make it easy for this company to distribute its products. Also, the middle-class population is on the rise in Africa hence willing to buy more and more due to increasing income. Coca-Cola Company Organizational Structure The organization structure is so flexible that it can meet both local and global needs. Corporate segment is at the top of the structure; it provides support and directions concerning the formulation of new strategic decisions. It is made up of twelve...
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...Coca-Cola in India Coca-Cola is a brand name known throughout the entire world. It covers 60 percent of the $1.6 billion soft drink market. In 2006–2007, Coca-Cola faced some difficult challenges in the region of Kerala, India. The company was accused of using water that contained pesticides in its bottling plants in Kerala. An environmental group, the Center for Science and Environment (CSE), found 57 bottles of Coke and Pepsi products from 12 Indian states that contained unsafe levels of pesticides. The Kerala minister of health, Karnataka R. Ashok, imposed a ban on the manufacture and sale of Coca-Cola products in the region. Coca-Cola then arranged to have its drinks tested in a British lab, and the report found that the amount of pesticides found in Pepsi and Coca-Cola drinks was harmless to the body. Coca-Cola then ran numerous ads to regain consumers’ confidence in its products and brand. However, these efforts did not satisfy the environmental groups or the minister of health. India’s Changing Marketplace During the 1960s and 1970s, India’s economy faced many challenges, growing only an average of 3–3.5 percent per year. Numerous obstacles hindered foreign companies from investing in India, and many restrictions on eco-nomic activity caused huge difficulties for Indian firms and a lack of interest among foreign investors. For many years the government had problems with implementing reform and overcoming bureaucratic and political divi-sions. Business...
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...1)The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta, Georgia.[2] The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pembertonin Columbus, Georgia. [3] The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler(December 30, 1851 – March 12, 1929), who incorporated The Coca-Cola Company in 1892. 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 territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments. In those times Coca-Cola was only a syrup, but not a full drink. All people diluted it with water and drank as medicine, because it was made of cocaine. And once, one alcoholic because of his hangover diluted it with soda and liked it. From that day all people began to drink this beverage only with soda. 3)Coca Cola is aimed more at teenagers than any other age group.It is aimed at male and female teens because it is seen as a cool drink/ This because it is mainly promoted on the television which is mostly watched by teenagers rather than older people. It is sold all around so that everyone can buy it/ It is set at a reasonable price so that teens can afford it with...
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...organisational structure A Coca-Cola Great Britain case study Page 1: Introduction The Coca-Cola Company is truly global, and its main product is recognised and consumed worldwide. The Company organises and structures itself in a way that reflects that fact. At the same time, the Company looks to meet the particular needs of regional markets sensitively and its structure also needs to reflect that fact. This Case Study illustrates the way in which the Company has built an organisational structure that is robust and yet also flexible enough to meet these particular requirements. A global and local strategy The Coca-Cola Company is the world's largest beverage company and is the leading producer and marketer of soft drinks. The Company markets four of the world's top five soft drinks brands: Coca-Cola, Diet Coke, Fanta and Sprite. The success of The Coca-Cola Company revolves around five main factors: 1. A unique and recognised brand - Coca-Cola is among the most recognised trade marks around the globe 2. Quality - consistently offering consumers products of the highest quality 3. Marketing - delivering creative and innovative marketing programmes worldwide 4. Global availability - Coca-Cola products are bottled and distributed worldwide 5. Ongoing innovation - continually providing consumers with new product offerings e.g. Diet Coke (1982), Coca-Cola Vanilla (2002). The illustration shows the worldwide distribution of sales of Coca-Cola products by quantity...
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...U06a1 – Integrated Global Marketing Case Study The Coca-Cola Company Terry D. Copeland Capella University MBA 6012 June 28, 2013 Company Selection and Overview The Coca-Cola Company (Coca-Cola) was first established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Initially distributed at Jacobs’ Pharmacy for five cents a glass, the fledgling company sold just nine glasses of Coca-Cola a day for the first year (Coca-Cola, 2013). By 1891, Atlanta businessman Asa Candler, a prolific salesman, acquired the rights to the business for $2300; and as the company’s first president, his vision to transform Coca-Cola from an invention into a national brand was set in motion. He immediately recognized the potential of the new company and began to implement the marketing strategy that propelled Coca-Cola to its current standing as the world’s leading manufacturer in the beverage industry producing over 500 brands in over 200 countries with an estimated 1.8 billion servings consumed per day all over the world (Coca-Cola, 2013). Candler initially gave away coupons for complimentary first tastes, and outfitted distributing pharmacies with clocks, urns, calendars, and apothecary scales bearing the same red and white Coca-Cola script brand that remains as the world’s number one brand to this day (Coca-Cola, 2013). People saw the Coca-Cola brand everywhere, and by 1895, Candler had built syrup plants in Chicago, Dallas...
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...Coca – Cola’s history in brief: Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia. Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this company. The Coca-Cola company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. White head, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T.Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston...
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