...Coca-Cola Supply Chain Management & Coca-Cola Facebook Analysis Dr. R. LeWayne Johnson Importance of Standardization in Supply Chain Management Supply Chain Management (SCM) according to May School of Business at Texas A&M University is defined as the strategic management of supply chain activities to maximize customer value and achieve a sustainable includes all the activities that must take place to get the right product into the right consumer’s hands in the right quantity and at the right time – from raw materials extraction to consumer purchase. SCM focuses on planning and forecasting, purchasing, product assembly, moving, storage, distribution, sales and customer service. SCM professionals are involved in every facet of the business process as they strive to achieve a sustainable competitive advantage by building and delivering products better, faster and cheaper.The importance of an organization’s supply chain is driven by the degree that the flow of goods from one destination to another destination is cost effective and timely to the business needs. An additional metric that determines the importance of an organization’s supply change is if the organization realizes profit from the supply chain. Supply Chain consists of many trading partners, from raw materials to finished products. A typical supply consists of several collaborative units such as (a) supplier, (b) manufacturer, (c) wholesaler and, (d) retailer. each party consists of 5 logistics activities...
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...Coca-Cola case analysis In the decade since the Coca-Cola case was written, the following environmental factors have changed. The market for carbonated drinks has slightly decreased and non-carbonated drinks such as teas, energy drinks, and flavored water have increased in popularity and consumption. There has been a tremendous increase in the use of technology for sales and marketing, internal systems management, product dispensing, etc. The global recession and continuing volatility in the stock market have affected revenues of beverage makers. Coke’s response to the increasing demand for non-carbonated drinks has been to introduce zero or low calorie drinks. One of its stated goals is to innovate with natural sweeteners, which has the potential to lower calories per serving. This is a departure from its past where the company thought that it could dictate public taste, not the other way around (Freedman and Butterfield). Additionally, to address the growing concern over the obesity rate in the US, Coke has decided not to directly market their beverages to children younger than the age of 12. (Coca-Cola). As per the balanced scorecard approach to effectiveness (Daft), in recent years Coca-Cola has been focusing not only on the Financial and Internal Business Process components, but also on the Learning and Growth and Customer components. Since 2001 Coca-Cola has started reporting on its corporate responsibility strategies and programs. The company will publish its first GRI...
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...beverage with extreme marketing skills, making Coca-Cola a dominant soft drink through-out the whole 20th century. The name Coca-Cola is referring to two main ingredients in the drink: kola nuts, a source of caffeine and coca leaves. Unfortunately, the current Coca-Cola formula still remains a trade secret. Coca-Cola is currently not targeting specific groups of customers but rather adapting to the market by creating and developing new products. Coca-Cola targets all ages of customers, but the mainly targeted customers are specifically from age 12-30. On the other hand for the age range of below 12 and above 30, although there is no specific product that satisfies them, the company compensates it by creating partnerships with restaurants and fast food chains. Coca Cola can be differentiated in few collections: the Coca-Cola classic, Oasis Juice, Diet Coke, Coca-Cola Zero and Coca-Cola Life. However, Coca-Cola made its success in the industry with its original sales of classic Coca-Cola, through the ‘share a coke’ campaign, selling all coke products with customized customer’s name on the cans or bottles. The Coca-Cola classic will be mainly discussed in this paper with the help of its official website http://www.coca-colacompany.com/. 2.0 Target Market For the selection of target markets of Coca-Cola, the company targets different segments of the market by offering various products for each segment using differentiated marketing. Coca-Cola offers product for different age-group customers...
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...for a business to establish this familiarity to secure future business relationships with its customers, thus securing a future income for the business. The following will explain different definitions of marketing as well as elaborate on how marketing affects an organization’s success, including examples of marketing techniques used by businesses worldwide. According to the Merriam-Webster Dictionary (2012), marketing can be defined as “the process or technique of promoting, selling, and distributing a product or service.” A popular example of promotion includes the Coca-Cola Company that is well known for its Coca-Cola Polar Bear Campaign. These polar bears originally made their debut in a print advertisement in France in 1922. Until 1993, the polar bears would appear sporadically in print advertising, until Coca-Cola introduced their “Always Coca-Cola” campaign. The Coca-Cola Company “Always Coca-Cola” campaign was initially prepared to run 27 commercials. One such commercial, known as the “Northern Lights” included a family of polar bears watching the Northern Lights in the sky while enjoying their bottles of...
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...Internet Technology, Marketing, and Security Michael Hawkins Dr. Daniel Sersland BUS 508 – Contemporary Business July 26, 2012 Marketing has changed and businesses need to employ a variety of Digital Media tools in a marketing plan to be successful. Social Media is one of these tools. Social Media Examiner and CompTIA researched the benefits of Social Media Marketing and found many reasons why businesses should be marketing with Social Media. In addition to improving communication and fostering relationships with potential clients and business partners, five reasons to use Social Media include to: 1. Increase Exposure 85% of marketers said that they saw increased exposure for their businesses with Social Media. (Stelzner, 2012) Nearly all marketers surveyed said that using Social Media for a year or longer saw an increase in the exposure of their business. 2. Generate Leads just by spending as few as 6 hours a week using Social Media 61% of marketers saw the benefits of generating leads. This number increases 10% with at least 3 years of marketing with Social Media. Small Business saw an even greater increase in lead generation. 3. Save Money 51% of businesses saw cost savings with using Social Media to market. (CompTIA) According to HubSpot, inbound marketing costs 62% less than traditional outbound marketing. There is no other marketing avenue where you can get the daily exposure for your business than on Social Media. 4. Improve Search Rankings...
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...only be familiar with those platforms, but also know how to reach the consumer through them. This paper explores the concept of social media and its users with a case study of Coca-Cola’s web presence. Two of the most recent social media campaigns, Expedition 206 and 24-Hour Session with Maroon 5 will be examined. Questions that will be answered throughout the paper will identify the effects social media has, if companies can reach their audiences effectively through social media, and what will make social media better by research on best practices. Social media marketing helps a company form a relationship and connect with their audience. Tools such as Twitter, Facebook, various blog sites and Foursquare are used to fuse a connection. It is then up to the company to ensure that a relationship develops. Social media is widespread and it is imperative to remain ahead of the competition. Coca-Cola’s competitors, Pepsi Co., Nestlé and Dr. Pepper Snapple Group all have a presence on social media sites and engage in social media marketing. Coca-Cola is a market leader in the carbonated beverage industry not only in numbers, but also with their presence on social media. Companies in any industry can study their social media presence and interaction and form their own social media guidelines based on Coca-Cola’s current presence. The company’s presence on social media engages fans and followers while...
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...Coca Cola and Web 2.0 Technology What is Web 2.0? According to the textbook, web 2.0 “ refers to a loose cloud of capabilities, technologies, business models, and philosophies.” However, the wikipedia website stated that web 2.0 is “proliferation of interconnectivity and interactivity of web-delivered contet.” Most people thought Web 2.0 is a term used in internet technology which is equal to RSS plus Blog, plus SNS, and plus any other new internet term. In my point of view, web 2.0 is a personalized web service that need every users’s participation. All of users face to a lot of microcontent every day. For example, blogs, pictures, videos, musics, new friends, favorite tags and so on. Web 2.0 can help users to manage, maitain, store, store, share, and transfer these microcontents. Web 2.0’s strategic position is “web as platform”. The users can concrol the data by themselves. The core cmpatency of web 2.0 is service, not packaged software. According to McKinsey&Company’s reasearch, there are “69 percent of respondents report that their companies have gained measurable business benefits.” Web 2.0 can help company provide more innovative products and services. It can improve more effective marketing. Besides, web 2.0 not only can provide better access to knowledge, but also can lower the cost of doing business and higher revenues. The companies that use web 2.0 technologies effectively will get greater benefits. Through the use of Web 2.0 technologies, the successful companies...
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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 and Social Media Marketing Chris Wharton University of Redlands Principles of Marketing BUSB 340 Vernon Stauble 7/28/2011 This paper will define the concept of social media marketing and briefly discuss some strategies associated with the concept. In addition, the paper will discuss how Coca Cola implements social media marketing into their current advertising campaign. Now let us define social media marketing. Social media marketing is described by (Grant, 2010) “as a term that refers to using social networks such as Twitter, Facebook, You Tube, and Digg, as well as blogs, forums and other online communities to reach online consumers.” Social media marketing has given companies a profound opportunity in reaching mass consumers in all geographic locations throughout the world. All at the touch of a button. This type of media advertising has had a profound affect on marketing concepts and strategies in bringing new consumers through the corporate gates. Now lets analyze some common goals that enable the sale of goods and services through social media marketing. One of the most common goals is to increase brand awareness throughout communities. Coca Cola launched a marketing strategy in 2010 that encompassed a global effort in reaching societies throughout the world. The operation termed, “Expedition 206” encompassed sending the companies three “happiness ambassadors” armed with laptops, video cameras, and smart phones to document their findings...
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...Running Head: COCA-COLA AND THE FOUR Coca-Cola and the Four Functions of Management Tiffany Woodward University of Phoenix Abstract: We will be explaining how internal and external factors affect the four functions of management in the Coca-Cola Company. We will be providing specific examples for internal and external factors that affect the company; the factors are as follows: globalization, technology, innovation, diversity, and ethics. Coca-Cola and the Four Functions of Management The Coca-Cola Company is one that we have loved and enjoyed for many years and more to come. The company was established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Today the well-known soda is sold in over 200 countries and is consumed at the rate of more than one billion per day. The four functions of management are planning, organizing, leading, and controlling. Coca-Cola had to do all of these to become the successful, thriving company they are today. Globalization is an external factor that would affect these functions. “Through the late 1990s, under CEO Roberto Goizeta, Coca-Cola pursued a strategy that involved focusing resources on Coke’s megabrands, an unprecedented amount of standardization, and the official dissolution of the boundaries between the U.S. organization and the foreign operations”. (Ghemawat, 2011) Coca-Cola has to recognize how much business that they have around the world and adjust any strategy to keep being successful. In the last few years...
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...Coca-Cola Use of Information Sources Coca-Cola is a company that is known worldwide for its product. It is a drink that spans all ages, colors, races, and countries. The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The world’s headquarters are located in Atlanta, Georgia, with many other locations around the country. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Coca-Cola, the company’s flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world (Coca-Cola Company, 2012). Internationally, Coca-Cola has adopted a global strategy that includes sponsoring professional sports leagues, music artists or groups and the Olympics. For example, the company advertises with the NBA, World Cup Tournaments, the NCAA and popular music groups such as Maroon 5 (Coca-Cola Company, 2012). Coca-Cola pays several million dollars in order to have the exclusive rights to advertise or partner with these events. Although it is an expensive way to advertise, the benefits extend far past the cost of advertising. Millions of viewers worldwide tune into or watch these events and the brand exposure is enormous. Viewers are exposed to the brand and the Coca-Cola brand becomes synonymous with that popular athlete, league or artist...
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...Coca-Cola’s “Share A Coke” Social Media Campaign Analysis Corey Jackson JWMI: Marketing In A Global Environment Professor Karen Barnes 8/30/2015 The Coca-Cola Company, founded in 1886, is the world leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Today, the company markets more than 500 beverage brands in 200 countries, with around 70% of the company volume and 80% of the company profit coming from outside the United States. While Coke is probably the only product that is universally appealing in every corner of the globe, the company feels that its responsibility is to ensure that with every single can of Coca-Cola sold and enjoyed, individual connections are made with consumers. This can only be achieved locally. Coca-Cola’s strategy is noted to be an effective combination of global and international communications strategies. A right balance between standardization and adaptation makes the brands stand out from its competitors by focusing on consistent image and quality in a global scale, but at the same time being specifically relevant to local culture and customs. Coca-Cola recent global campaign “Share a Coke” vividly exemplifies this principle and brings the brand’s popularity to a new high level. The “Share a Coke” program was first introduced in Australia in 2012. 150 of the most popular names among young people are taking the place of Coke’s iconic logo. Customers with less common...
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...Coke On POE: Ask 50M Fans To Share Happiness Coca-Cola is asking its 50 million Facebook fans to share happiness. In this story you will get unlimited inspiration and insights about Coke’s POE, Crowdsourcing and Social CRM strategy. Coke’s ground-breaking and integrated social marketing approach could inspire many brands and their CMOs. Let’s take a deep dive here… Coca-Cola is asking its 50 million Facebook fans for creative input about how it can make the world a “happier place”, in a scheme to activate its Open Happiness theme and to collect customer data. With Coke’s new Facebook App, fans can register their interest in the scheme by filling out their details, and they can share their ideas on happiness. On the app, Coca-Cola explains that users who give their permission will next receive marketing e-mails from the company and information may be disclosed to service providers who handle campaigns on its behalf or to affiliates who may send marketing offers and information. Coke has said the ideas it is looking for will be ones which enable people to be more active, give to others, be social or “engage in other activities associated with increased happiness”. Further information, including timelines for the project, will be revealed in the coming weeks. Now there are a few things at Coke that could really inspire CMOs. Are you ready for some of my opinions? Most marketers around the globe have embraced social media, but they failed to integrate it. Organizing...
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...BTEC National Diploma in Business Assignment Brief Unit: 9 CREATIVE PRODUCT PROMOTIONS P2 Version 2 The role of promotion within the marketing for coca cola Clarawiniferd Mesode ( IBSIA) Due date: 31 November 2011 TABLE OF CONTENT PAGES Introduction 3 P2 4/15 Introduction Task 2 p2 was to describe the brand image and how this image is supported through the promotional campaign for one of the company I chose at p1 and I chose Coca cola business or company and we also had to describe the role of promotion within the marketing mix of the promotional mix of the campaign I selected. This was quite an interesting assignment to do and was not difficult as I imagine it to be. Task 2 Promotional objectives * Raising awareness of product. Coca cola raised awareness with the company profile by going all green and also helps increase it sells and more awareness fort his company and its products. * Creating distinctive market presence Global Footprint is a good example of that when it comes to international presence; Coca-Cola easily trumps its rival Pepsi. Coca-Cola's larger global footprint exposes it more too international economic forces, particularly in the developing world. While this led to strong growth through much of the decade, weakness in emerging market economies could easily slow this momentum. Furthermore, because Coke generates...
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...Comparative Essay _ Coca Cola VS Pepsi While there are a lot of soda companies out there not all of them are similar, especially there marketing strategies and how they make use of their websites. A couple of the mainstream companies are Coca-Cola and Pepsi. While some people will make a very strong case that they are vastly different in taste, this is especially true with their websites and the way they present themselves. Let’s compare the Coca-Cola’s website with Pepsi’s website, the biggest different is the color. Coca-Cola uses red as their main color and Pepsi uses blue. On the first page of their website, Coca-Cola shows the 2015 official commercial “Big Game” linked with YouTube and on the right side of video, they display latest social media trends such as Facebook, Twitter, Flickr, and YouTube. The upper left side is a “AHH” campaign, which is a collection of mini Flash games that the public creates. Coca-Cola stows away these games, in an archive, which can be found on their website. The lower part of website, there is “Live Positively” campaign logo with a link, which is about Coca-Cola’s corporative social responsibilities. The website also has a tab that directs its guests to Coca-Cola’s beverage collection page. The first thing a guest will notice on Coca-Cola’s website is that the way the links are set up is extremely disorganized. They can make it look more professional, if they stop re-directing their links to different websites. For example, if someone...
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