...The Coca Cola Company- Midterm MGMT 330- Principles of Leadership and Management The soft drink Coca Cola as we know today was created by a pharmacist by the name of John Pemberton. One day while he was experimenting with a new recipe, he created a syrup, which he believed was tasteful. This syrup was taken to Jacobs Pharmacy in Atlanta, Georgia, May 8, 1886. Pemberton added the syrup to carbonated water because at the time it was believed to help cure health issues. This new drink became popular that Pemberton was able to sell nine drinks a day at 5 cents per glass. From that point on, the greatest refreshment of all times was invented. Dr. Pemberton’s accountant helped create name and logo what is known today. In 1888, the secret formula was sold to a business man by the name of Asa Candler. He soon began to produce, distribute, and advertise Coca Cola. For many years the soft drink was only served in soda fountains, until two business men sold the idea to Chandler to sell Cola in glass bottles. This way everyone would be able to enjoy it not only at the parlors but in their homes as well. A few years later the design of the contour bottle was produced in order to authenticate the beverage from its competitors and imitators. At the start of the 21st century, The Coca Cola Company began expanding their company, distributing their soft drinks to different countries. Not only does the company produce soft drinks, it also produces: bottled water, children’s...
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...Lesson 5: Be Brave and Creative with Your Content Creation Lesson 4. Move onto Dynamic Story Telling Lesson 3: Create Conversations Lesson 2: Ensure your Content is Linked Lesson 1: Create Liquid Content Yet in 1985 the Coca-Cola Company decided to terminate its most popular soft drink and replace it with a formula it would market as New Coke but The relationship between the arch-rivals had not been a healthy one. In the 1970s, Coke’s chief rival raised the stakes even further by introducing the Pepsi Challenge most of those who participated preferred Pepsi’s sweeter formula. in 1981, Coke’s number one status was starting to look vulnerable. It was losing market share Coke’s market share had slipped to an all-time low of just under 24 per cent. http://brandfailures.blogspot.com/2006/10/new-coke.html With Pepsi gaining ground, Coca Cola launched a product with a different taste In creating New Coke, Coca-Cola was reversing its brand image to overlap with that of Pepsi. The company has made similar mistakes both before and after By going back on its decision to scrap original Coke, the company ended up creating an even stronger bond between the product and the consumer. Biggest mistake was introducing a product it wasn't sure customers wanted Despite the thousands of taste tests Coca-Cola carried out on its new formula, it failed to conduct adequate research into the public perception of the original brand. despite expensive marketing campaigns, consumers...
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...Running head: THE COCA-COLA COMPANY The Coca-Cola Company 1 Running head: THE COCA-COLA COMPANY 2 The Coca-Cola Company: History and Strategy The Coca-Cola Company is one of the oldest and largest beverage companies in the world. Its success has primarily been due to its ability to evolve along with consumer demands and markets. Through its failures and successes, Coke has become one of the most successful and most recognized brands in the world. History of Soft Drinks Relative to the history of the world, soft drinks are relatively new and have become one of the largest industries in the world. The term “soft drink” refers virtually to any drink that is not hard liquor and people of desire to drink natural carbonated water since the time of the Romans. Carbonated water had always been related to health through mineral baths and thus created the notion that if it was good to soak in it, then it must be better to drink it. By the end of the 1700s, scientists had discovered how to take carbon dioxide, infuse it into plain water, and create bottled carbonated water. It did not take long before people desired this health drink to be flavored and in the late 1700s citric acid was added from lemon juice that open the gate for the creation of carbonated lemonade in England. By the mid and late 1800s, popular soft drinks such as ginger ale and root beer were sold on the market as health elixirs much like today’s sports drinks. A pharmacist named Charles...
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...Coca Cola Analysis A financial analysis of the changes in Coca Cola’s financial statements between FY 96’ and FY 10’ shows profitability overall. Revenues grew by 89%, Total Assets grew by total assets are up from 1996 to 2010 with an increase by 77.8% from $16,161 to $72,921. Gross Profit remained steady at 64% while Net Income rose by 81% which shows that expenses and costs were managed much better. Current Assets showed a strong increase in cash while the % of receivables on the books were reduced showing a lowering DSO. Inventory was also reduced by 2% or 33% from 1996 showing good management of assets and an improvement in controlling inventory. Long term debt doubled so additional debt was taken on, however this was more than off-set by the improvement in short term liabilities, so by percentage, there was an overall reduction in total liabilities. Shareholder’s equity increased throughout the years from $6,156 to a total of $31,003 in FY 10’; increase of 19%. Liquidity improved with the large increase in cash, reduction of receivables along with a reduction in current liabilities. The quick ratio was about the same which shows that inventories were closely regulated. Surprisingly the average collection period increased from 32 days to 46 days even though the cash position rose while receivables fell. The large improvements were the inventory turns which increases cash flow as well the fixed asset turnover improvement. With these improvements in turnovers...
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...MN 2305 100769268 Word count : 1819 Coca cola company(TCCC) mission statement Executive summary Swot analysis of TCCC Objectives STP strategies 4ps strategies Financial budgeting Coca Cola’s mission statement: -To refresh the world -To inspire moments of optimism and happiness -To create value and make a difference Executive summary . The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Since then the company has become the world’s leading manufacturer in the soft drink industry, offering more than 500 brands in over 200 countries. TCCC provides 1.7 billion servings every day ,78% of these being Coke branded products. Over the past decade carbonated drinks have been increasingly criticised for their high sugar content or the health risks of artificial sweeteners and their impact on obesity. As a result we observe that the market for carbonates is shrinking significantly. Health awareness linked to alimentation is expected to grow exponentially over the next decade and it is safe to assume that the target market in 2 years will be much larger than today. People will tend to act more responsibly and be more careful about the chemicals they put in their bodies. In an effort to capture health-conscious customers, Coca Cola recently launched a new mid calorie alternative containing naturally occurring sugar, The Coca-cola life. This new soda takes advantage of the stevia, a natural sweetener which is calorie...
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...food, beverages can genuinely be shared. When several people drink beer from the same vessel, they are all consuming the same liquid; when cutting up a piece of meat, in contrast, some parts are usually deemed to be more desirable than others. As a result, sharing a drink with someone is a universal symbol of hospitality and friendship. It signals that the person offering the drink can be trusted, by demonstrating that it is not poisoned or otherwise unsuitable for consumption.” (Page 21) | Each time I have company over, without thought to why, I have always offered my guest(s) a beverage. I’ve never even given consideration to as why drinks are often shared rather than food, much of the less never thought about what sharing a drink with someone can symbolize. I can connect this to the world by that many people authentically share drinks whether it is at a small gathering or a party for it does actually indicate hospitality, friendship, and even a sense of trustworthiness. | (Beer) “Liquids, being easily divisible, make ideal currencies.”- (Page33) | Like described in the above quote, liquid is easy to be shared equally. This allows beverages such as beer to be a system of money in general use. Once again, I’ve never given any thought to beverages, much less about how it would be a supreme currency. I think the author is trying to convey that liquid can be a good way to make money or to give out in payments, for it is described how several people would be paid through beer and...
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...Introduction Company Overview Coca-Cola is the most recognized brand name in the world. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.6 billion servings a day. Their product portfolio includes sparkling beverages such as Coca-Cola®, Coke Zero™, Diet Coke®, Sprite® and Fanta®, and still beverages, such as juice and juice drinks, waters, enhanced water, sports and energy drinks, teas, coffees, dairy and soy-based drinks, and beverages with added nutritional benefits. The Coca-Cola Company, along with more than 300 bottling partners worldwide, provides more than 3,300 beverage products in more than 200 countries in which Coca Cola company operates. Their global system includes approximately 700,000 associates and its headquarters are in Atlanta, Georgia. The company segmented the whole market using geographical parameters into three segments: * Established countries: Austria, Greece, Italy, Cyprus, Northern Ireland, Republic of Ireland and Switzerland. * Developing countries: Croatia, Hungary, Estonia, Latvia, Lithuania, Poland, The Czech Republic, Slovenia and Slovakia. * Emerging countries: Belarus, Bosnia and Herzegovina, Republic of Macedonia, Bulgaria, Armenia, Moldova. Montenegro, Nigeria, Romania, Russia, Serbia and Ukraine. The segmentation for the segments is based on different criteria: * Socio-economic similarities * GDP per capita * Consumption of...
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...structure and competitive strategy of Coca-cola and Pepsi over 100 years of rivalry. New challenges of the 21st century included boosting flagging domestic cola sales and finding new revenue streams. Both firms also began to modify their bottling, pricing, and brand strategies. They looked to emerging international markets to fuel growth and broaden their brand portfolios to include noncarbonated beverages like tea, juice, sports drinks, and bottled water. For over a century, Coca-Cola and Pepsi-Cola had vied for the "throat share" of the world's beverage market. The most intense battles of the cola wars were fought over the $60 billion industry in the United States, where the average American consumes 53 gallons of carbonated soft drinks (CSD) per year. In a "carefully waged competitive struggle," from 1975 to 1995 both Coke and Pepsi had achieved average annual growth of around 10% as both U.S. and worldwide CSD consumption consistently rose. This cozy situation was threatened in the late 1990s, however, when U.S. CSD consumption dropped for two consecutive years and worldwide shipments slowed for both Coke and Pepsi. The case considers whether Coke's and Pepsi's era of sustained growth and profitability was coming to a close or whether this apparent slowdown was just another blip in the course of a century of enviable performance. A rewritten version of an earlier case by Michael E. Porter and David B. Yoffie. Essay: The case study “Cola Wars Continue: Coke and Pepsi in the...
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...Semester, 2016 INTRODUCTION: This analysis is for Coca-Cola advertisement, our goal is learn about methods used to attract audience attention and interests for a specific product or service or brand through a systematic preparation and blend of pictures ,music ,texts ,colors ,sounds ,…that make an apparent and interior meaning for them.so the primary purpose is to make a perfect ads with no disturbance or complexity to audience. ************ --} Let’s start the analysis with: 1) Visual: * Real or Imaginary? This ad is real, and part of our day life. * People: people here were happy, lovely &energetic, the ads focuses on youth people that their ages are between (18_40)year because people at this age make a lot adventures that make them thirsty and Coca-Cola want to make its beverage the first option comes to their mind, and there was a diversity of people because of the difference in race, sex, place and seasons, this shows that the ads is for all youth people around the world, and Coca-Cola company share this people their great lovely and friendly times & memories. * Objects: : Coca-Cola shows people its international beverage and differentiate it effectively .It is also attracting youth people to try its beverage and feel the freshness and the great taste.it also relates the image of friendship and happy life adventures to its beverage, it is positioning itself effectively. Another thing Coca-Cola tried to make an ad that people love to watch continuously...
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...current and potential strength to provide better value to its customers. Coke revamped its entire Marketing Strategy post 2000 to counter its declining popularity and counter increasing competition. Cokes New Marketing Strategy 1. Create Liquid Content: This implies creating content in terms of images, videos or articles that are so dynamic that they beg to be shared. 2. Ensure Content is linked: The created content has to be relevant and connected to the companies’ goals and brand. It has to be innately relevant to the business objectives of the company, its brand and the consumers’ interests. 3. Create Conversations: Create conversations and then act and react. Not to just publish content but to interact with the audiences viewing and sharing the content. Interaction via the Social media, the new Distribution Technologies of Twitter, Facebook, Instagram etc. (Coke Marketing Strategy involves listening to consumers globally as to what they want from a beverage in terms of price and taste. What are their activities and how they relax and recharge? What are they looking for during holiday seasons?) 4. Dynamic Story Telling: Earlier television, radio and newspapers were the one way interaction of product promotion. Coca-Cola has markedly shifted away from the static to the dynamic to allow the story to evolve as they converse and interact with their consumer via media formats...
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...COCA-COLA CASE STUDY Presentation Identifier Goes Here 1 STATISTICS AND FACTS ON LIQUID REFRESHMENT BEVERAGE BRANDS The liquid refreshment beverage (LRB) market encompasses CSDs, bottled water, ready-to-drink (RTD) coffee and tea, fruit beverages, energy drinks and sports beverages. Based on sales, Coca-Cola, Pepsi, Mountain Dew, Dr Pepper and Gatorade were the leading liquid refreshment beverage (LRB) brands in the United States in 2013. All five brands combined, held a market share of over 42 percent in the U.S. in 2013. Especially to be emphasized is the performance of the carbonated soft drink CocaCola, which accounted for a U.S. market share of 18.1 percent alone. Coca-Cola is owned by The Coca-Cola Company, which is headquartered in Atlanta, GA. The brands’ outstanding performance is more than present among all regions and channels. Coca-Cola is not only listed as the leading LRB in the U.S., it also topped the list of soft drinks brands worldwide in 2014, based on brand value. Additionally, the soft drink brand had the second highest number of fans on its Facebook site. A big competitor of the Coca-Cola Company in the liquid refreshment beverage business is undoubtedly PepsiCo, Inc., which is based in Purchase, NY. The company owns, among others, the soft drink brands Pepsi and Mountain Dew and the sports drink Gatorade, which were ranked second, third and fifth in the market share ranking of LRB. SoftSrinks Off-Trade RTD Volume 534.8 Billion...
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...Marketing Plan: Coca-Cola in 2015 Matt Curd Matt Curd Page 1 Marketing Plan Purpose: In brief the purpose is to market a new innovative beverage packaging for Coca-Cola. The packaging has been designed around the brief ‘consider the creation of a new concept form of beverage packaging container for 2015.’ The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Coca-Cola's headquarters are in Atlanta, Georgia, in America. It is best known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Today, Coca-Cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. The company owns the majority of the soft drinks available in coolers and in vending machines in the western world. Some of these brands include, Coca-Cola and sub brands1, Dr Pepper, Fanta, Sprite, Oasis and PowerAde. A full list of Coca-Colas affiliated brands can be found on their corporate website2. The 2005 Annual Report states the company sells beverage products in more than 312 countries or territories.3 The international presence of Coca-Cola is phenomenal and its logo, advertising and colours are among the most recognized in the world. Mission: Taken from thecoca-colacompany.com Everything we do is inspired by our enduring mission: • • • To Refresh the World... in body, mind, and spirit. To Inspire Moments of...
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...Marketing Plan: Coca-Cola in 2015 Matt Curd Matt Curd Page 1 Marketing Plan Purpose: In brief the purpose is to market a new innovative beverage packaging for Coca-Cola. The packaging has been designed around the brief ‘consider the creation of a new concept form of beverage packaging container for 2015.’ The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Coca-Cola's headquarters are in Atlanta, Georgia, in America. It is best known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Today, Coca-Cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. The company owns the majority of the soft drinks available in coolers and in vending machines in the western world. Some of these brands include, Coca-Cola and sub brands1, Dr Pepper, Fanta, Sprite, Oasis and PowerAde. A full list of Coca-Colas affiliated brands can be found on their corporate website2. The 2005 Annual Report states the company sells beverage products in more than 312 countries or territories.3 The international presence of Coca-Cola is phenomenal and its logo, advertising and colours are among the most recognized in the world. Mission: Taken from thecoca-colacompany.com Everything we do is inspired by our enduring mission: • • • To Refresh the World... in body, mind, and spirit. To Inspire...
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...What Coca-Cola Did Wrong, And Right, In China The company moved very wisely in trying to buy Huiyuan--except when it came to dealing with the government and the law. The Chinese government rejected Coca-Cola's planned $2.3 billion acquisition of the Chinese company Huiyuan Juice, despite Coke's announcement a week earlier that it would commit $2 billion on top of that to expansion in China over the next three years. When the government declared the deal dead, a chill blanketed boardrooms around the world. Is the climate for foreign firms in China cooling? Is protectionism rearing its ugly head? What happened? Retail sales in China are still growing at a double-digit rate despite the global financial turmoil. The country can no longer be considered an emerging market for many brands. It became the largest market in the world for automobiles earlier this year; car sales rose 25% in February after the government started issuing tax rebates for small engines. Companies are getting more and more of their revenues from China; Yum! Brands (nyse: YUM - news - people ) generates about a third of its revenue from its KFC and Pizza Hut sales in China. If the country turned inward, the effect on the bottom-line of businesses from Unilever to General Motors would be huge. However, China's government went to great lengths to indicate that the rejection of the deal was about monopoly, not protectionism. My own observations suggest that local officials throughout the country are green-lighting...
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...Accounting Coca-Cola Jeffery Bloom December 15, 2013 Introduction This paper discusses an unusual or conflicting accounting principle, which has affected the chosen for profit organization and of course the analysis of its revealed monetary statements for the past two monetary years. The paper conjointly discusses the functions of each one of the departments of the organization and their strengths and of course the weaknesses. The organization that has been chosen during this paper is Coca-Cola enterprises Inc. The organization will be the highest manufacturer and the distributor of its bottled liquid refreshment. It’s involved with non-alcoholic refreshment. The financials of the organization for the past 2 years clearly show that the organization is practicing okay. Financials of the Company The net operating revenue as to the organization within the whole money year 2012 was $ 21, 807 million whereas the money year 2013 it really has dipped slightly too actually $21, 645 million. This has not affected the gross profit as to the organization that has shown a rise of $268 million. Within the whole money year 2012 the organization showed a net loss other then it bounced back and turned the loss within the whole profit within the whole money year 2013. The losses within the whole money year 2012 were because of the further indirect expenses incurred from the organization. The accounting principles that are set from the finance department as to the government needs...
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