...Situational Analysis and Marketing Plan: Coca-Cola Steve Lenart MKTG 730: Marketing Analysis Foundation (F14) I. History The Coca-Cola Company may be one of the world's most recognized companies and it all started back in 1886. Dr. John S. Pemberton was a pharmacist in Atlanta, Georgia. He created a “soft drink” that utilized flavored syrup combined with carbonated water (Coca Cola History, 2014). The first people that tried it considered it, “excellent.” Now that he knew he had a winning recipe, he needed a clever name. He was discussing names with his bookkeeper, Frank M. Robinson, when they came upon a breakthrough. The term Coca-Cola comes from two of the drink's ingredients. The recipe called for “coca” from the coca plant, and also used “kola” nuts. Just like that, the name of the product was born. Pemberton passed away in 1888, only two years after creating Coca-Cola. Before is death, he sold portions of his business to many parties and the majority of the business to Asa Candler. Mr. Candler was responsible for distributing the product beyond Atlanta, Georgia. Demand quickly grew, and a soda fountain owner is credited with first implementing a bottling system for Coca-Cola. The unique contoured bottle was trademarked in 1977. The company is still based out of Atlanta, Georgia, but by today's standards is an extremely large, multi-national conglomerate that has tremendous reach throughout the globe. It would be very foolish when discussing...
Words: 6860 - Pages: 28
...Edition: 1.1 February 2002 Distance Education Course ML–302.5 Marine Terminal Operations Unit 1 Marine Terminals The three lessons in this unit will cover the topics of: • the role and function of marine terminals • terminal development • operational planning • civil engineering aspects of terminal design. Module B: Certificate in Maritime Logistics Diploma in Shipping Logistics—Jamaica Maritime Institute 1−1 Unit 1: Marine terminals Marine Terminal Operations Unit 1 ...........Activities and expectations Agenda To complete this unit, you will: • Read and study the text in this unit and any assigned passages in the Student Reader. • Apply the information by performing the Activities • Test yourself by doing the Practice Exercises and checking your answers. Resources There is no textbook for this course. All the information you require is in this Study Guide. In addition, your Student Manual lists some books that you may wish to read to expand your knowledge. Learning outcomes When you have completed this unit you will be able to: • • Explain some of the considerations in equipment selection. • Discuss the needs for storage areas. • Discuss safety and emergency response considerations. • 1−2 Describe the role and functions of marine terminals. List the broad categories of studies that are needed in planning a new terminal. Module B: Certificate in Maritime Logistics (Course...
Words: 74405 - Pages: 298
...MRKT 310 Principles of Marketing What is Strategic Marketing? Diet Coke October 04th, 2015 1. Creating Value for Customers: Value is the benefit buyers receive that meets their needs (Principles of Marketing, 2015). Customers do not want only the products and services but want what those products and services will do for them as well. Companies create value for its customer by creating, communicating, delivering, and exchanging values. They do this by understanding their customers, describing the product and making the product available to the customers, For example, diet coke, consumers buy them for reduced calories. The consumers should be able to receive the reduced calorie it promised and at a good price compared to the alternative and at a convenient location. It should also be worth the price paid compared to other brands. It should also have the label describe the content of the calorie without the customers searching to hard to find it. 2. Role of customer in the company’s strategic plan: The coca cola mission statement is, “To refresh the world, to inspire moments of optimism and to create value and make a difference”. This mission statement creates a close link and communication with customers. The understanding of the consumers need leads the company’s strategic plan towards satisfying those needs. They survey the environment and conduct a research of the current and potential customers. A customer knowing that a company’s mission centers...
Words: 720 - Pages: 3
...drinks o 5 cents per glass • Logo created by the bookkeeper at the pharmacy • Average of 1.7 billion Coke-owned beverages consumed today • Mission Statement: o To refresh the world o To inspire moments of optimism and happiness o To create value and make a difference • Expanded product lines to include alternative drinks but Coca-Cola remains its main product Demographic segmentation is based on variables such as age, gender, ethnicity, education, occupation, income, and family status. • “Real men” segment. While women who want to drop a size enjoy diet sodas, real men don’t want to be caught with a glass of “girly” diet drink. In response to that, Coca-Cola launched Coke Zero to cater to men. The successful introduction relied on advertising featuring such masculine images as James Bond to target men through its packaging, promotions and image. By appealing to men between the ages of 18 to 34 years who wanted to drink a low –calorie cola but would prefer not be seen buying or sipping Diet Coke, Coca-Cola increases its sales of Coke-branded products by one –third. Psychographic Segmentation Coca-cola was able to keep up with their sales by sneaking out what their consumers want. They used psychographic segmentation strategy to categorize the cola beverage. For instance, as more Americans expressed concerns about their weight, Coca-cola began introducing Diet Coke followed by different types of flavors, which became the number one selling diet soft drink in the States...
Words: 737 - Pages: 3
...Accounting 3230 Fall 2014 Part I: Leonard Company sponsors a defined benefit pension plan for its employees. The following data relate to the operation of the plan for the years 20X2 and 20X3. | 20X2 | 20X3 | Projected benefit obligation, January 1 | $ 600,000 | | Plan Assets(fair value and market-related value), January 1 | 410,000 | | Pension Asset/Liability, January 1 | 190,000 CR. | | Prior Service Cost, January 1 | 160,000 | | Service cost | 40,000 | $ 59,000 | Settlement rate | 10% | 10% | Expected rate of return | 10% | 10% | Actual return on plan assets | 36,000 | 61,000 | Amortization of prior service cost | 70,000 | 50,000 | Annual Contributions | 97,000 | 81,000 | Benefits paid to retirees | 31,500 | 54,000 | Increase in projected benefit obligation due to changes in actuarial assumptions | 87,000 | 0 | Accumulated benefit obligation at December 31 | 721,800 | 789,000 | Average service life of all employees | | 20 years | Vested benefit obligation at December 31 | | 464,000 | (a) Prepare a pension worksheet presenting both years 20X2 and 20X3 and accompanying computations and amortization of the loss (20X3) using the corridor approach. (b) Prepare the journal entries (from the worksheet) to reflect all pension plan transactions and events at December 31 of each year. (c) For 20X3, indicate the pension amounts reported in the financial statements. Part II: The accounting records of Scotty inc show the following data for 20X2....
Words: 3092 - Pages: 13
...business strategy Individual Assignment Table content Content Page number Acknowledgement……………………………………………………………….……………1 Executive summary ……………………………………………...………………………..…..2 Introduction 4 Task 01 – Report 6 (LO 1.1) Strategic context 6 (LO2.3) Stakeholder analyzing 9 (LO2.1) Organizational audit 11 Porter’s Value Chain for Coca Cola Company 11 VRIO Framework 14 (LO 2.2) Environmental audit 16 PEST analysis 16 Porter’s five forces analysis 18 SWOT analysis for Coca Cola Company 20 (LO1.3) Different planning techniques 22 Product life cycle 24 BCG Matrix 25 GE Matrix 26 (LO1.2) Criticisms of strategic planning 27 (LO 3.1) Ansoff’s Growth Strategies 29 (LO3.2) Future strategy for the Coca Cola Company 33 (LO4.1) Roles and responsibilities for strategy implementation 34 (LO4.2) Resources requirements for new strategy (Water purification system) 36 (LO4.3) Time scale to monitor the strategy 37 Conclusion 38 References 39 List of Figures IV. IV. Figure Page Number Figure 01 – Stakeholder analyzing 9 Figure 02 - Porter’s Value Chain 11 Figure 03 - VRIO framework 15 Figure 04 - PEST analysis 16 Figure 05 - Porter’s five forces analysis 19 Figure 06 - BCG Matrix 25 Figure 07 - GE Matrix 26 Figure 08 - Ansoff’s Growth Strategies 29 Figure 09 - Ansoff’s Growth Strategies for Coca Cola 32 Figure 10 - Time scale……………………………………………………………………......37 Introduction In this assignment describe the strategies of...
Words: 8189 - Pages: 33
...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...
Words: 4148 - Pages: 17
...define these leading companies provide the fodder NGOs are looking for to further their agendas. Global Exchange’s attacks on Starbucks over fair-trade coffee and against Nike over sweatshops in Asia, like the Center for Science and Environment’s (CSE) attack on Coca-Cola India, are all examples of NGOs using companies’ powerful reputations against them. Being an attractive target, however, need not imply vulnerability. Organizations and their leadership teams need to start thinking systematically, proactively, and strategically about their reputational risk from crises concerning CSR (corporate social responsibility) and take actions to mitigate these risks before they become reality. The CSE’s allegations of pesticide-contaminated Coke and Coca-Cola India’s response provide an important example of the world’s most important brand under attack and the steps taken in the aftermath. This example highlights the importance of a strong reputation, a willingness to collaborate, and a strategic response to successfully weathering the crisis. Purpose of the Case Study 1. To give students the opportunity to apply a strategic framework to corporate communications, in a foreign context, with a global brand 2. To identify how, why, and where an organization is vulnerable to a...
Words: 2229 - Pages: 9
...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...
Words: 3939 - Pages: 16
...Coca-Cola Business Plan Student Name Class College December 2, 2014 “Because so many organizational processes and outcomes depend on making good decisions, including business strategy, product design, and customer interactions, understanding how to make the best decisions will make you a more effective professional and manager” (Phillips & Gully, 2014, p. 290). Coca-Cola has created a name for itself in the soft drink industry that cannot be utterly disposed of. Coca-Cola has created a highly demanded and successful product, yet with the changing times, has in addition made a name for itself in providing a product not entirely respectable of the health and well-being of its customers. Thus, Coca-Cola joins the ranks of many firms knowingly providing a product that offers inherent health risks to its consumers and threatens to operate on border-line ethical practices. Coca-Cola cannot reverse the operations that have already taken place, however we can improve upon their name and future products. There is potential to implement a corrective strategy because the organization is one of past, present and perceivable future. Coca-Cola is a brand that has been around since 1886 and has always been able to provide a product that consumers want. Although the brand has focused on optimistic marketing strategies through great slogans and creating consumer attention, there needs to be a focus on wellness. The reality is that we are in an ever-changing world and it currently...
Words: 2677 - Pages: 11
...management can include ideas such as making sure one has enough resources for the business but not an overburden so that products won’t get used. INTRODUCTION The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Along with Coca Cola, the world's best known brand, The Coca Cola Company markets four of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. Throughout the world, no other brand is an immediately recognizable as Coca Cola. Any company to be successful need to use it resources very efficiently. the emergence of HRM as a universal remedy for integrating business strategy and people management has exposed personnel practitioners to a fresh set of role challenges and managerial expectations that have stressed out the gaps between the HR language and reality. The goal of human resource management is to help an organization to meet strategic goals by attracting, and maintaining employees and also to manage them effectively. Coke achieved great heights by planning controlling and organising their resources effectively. They are currently the leaders in the soft drink industry. What does it take to become one of the largest global companies in the world? The Coca-Cola Company answered this question by inventing a great product, implementing great company values for employees and creating a vision that has evolved into a Manifesto for...
Words: 1280 - Pages: 6
...An operations strategy is the structure upon which an organization determines how it arranges and uses its resources in order to maintain acompetitive advantage. It is a formulated framework consisting of two elements. The structural element contains components like location and size of the organization, whereas the infrastructural element focuses more on aspects like product quality control. A successful operations strategy will align and actualize the organization’s business strategy. Sponsored Link Talent Management Strategywww.cornerstoneondemand.com Improve workforce productivity and customer sat. Free Whitepaper Competencies Design an effective operations strategy around competency priorities to focus on how the organization plans to offer its competitive edge in the marketplace and how it distinguishes itself from other organizations that offer similar products or services. Many organizations target one competency from the traditional list of cost, quality, flexibility and service. For example, a quality-driven operations strategy focuses on beating out the competition with its products' durability and reliability. Cost Driven An organization designing a cost driven operations strategy focuses on providing a product more cost-efficient than its rivals. Many cost driven products are commodities such as salt, flour, sugar or even gasoline, which customers usually buy strictly on the basis of price because they perceive little or no difference between brands. Service Driven...
Words: 3533 - Pages: 15
...Title (Summer Internship Project Report) Submitted in the Partial fulfillment of the requirement for the award of POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) Submitted to SIES COLLEGE OF MANAGEMENT STUDIES Nerul, Navi Mumbai Submitted By Sunil Kumar Bose 111 Marketing 2014-16 Declaration I, Sunil Kumar Bose, studying in the second year of POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) at SIES College of Management Studies, Nerul, Navi Mumbai, hereby declare that I have completed the Summer Internship Project titled “Driving Kinley Water NDs at Medical Channels and at WD outlets” as a part of the course requirements for the POST GRADUATION DIPLOMA IN MANAGEMENT (PGDM) Program. I also declare that the work undertaken by me is original and has not been copied from any sources. I further declare that the information presented in this project is true and original knowledge and has not been submitted to SIESCOMS or any other institute for any other examination. Signature of the Student: Date: 5th July 2015 Name of the Student: Sunil Kumar Bose Roll No.: 111 Acknowledgement I take this opportunity to express my profound gratitude and deep regards to my corporate project guide Mr. Gurjot Singh Bedi, Area Sales Manager (ASM) and Mr. Alok Chand, Sale Manager (SM), HCCBPL Varanasi for his exemplary guidance, monitoring and continuous encouragement throughout...
Words: 17851 - Pages: 72
...Market Segmentation- Report Marketing Mix, Segmentation and Targeting Segmentation Each business will have their marketing segmentation set different from other businesses. For example McDonald’s is a ham-burger fast food restaurant; McDonald’s sells food but they will target different groups of people via using the market segmentation methods (Behavioural, Demographic, Psychographic and Geographic): * Behavioural- this is basically the time and occasions of when the consumers buy the item. It is to do with how and why they would consume your item. It is to target; occasions, usage, loyalty and benefit sought. Occasions is how often people buy the product this will happen in food restaurant for example Tuesday there won’t be as much customers as Friday. Usage is how often the person will use the product for example a mobile phone, devices and such a smart phone will have to be used a lot. A Majority of devices (mobile phone etc) are planned obsolescence- industrial design policy of planning or designing a product, with an artificially limited useful life time, so it will become obsolete, that is: unfashionable or no longer functional after a certain period of time. * Demographic- relating to a structure of the population- young to old age range. Salary statistics of people will be strongly considered in this method, older people with a high paying job will buy products that are more expensive because they can afford it; young people won’t have as much money as the older...
Words: 3650 - Pages: 15
...China. Entering into an outside business sector is similar to running across new domain for entrepreneurs. Remote nations have diverse laws, economies, business methodologies and coin. Social contrasts can additionally obstruct a nation's prosperity. Despite the fact that each business ought to suspect a tremendous learning bend, entering a remote business sector could be simpler with the reception of a couple of techniques (Krishna, 2005). Coca Cola One of the most popular carbonated drinks in stores, restaurants, and confection machines is coca cola and not just in one or two countries but it has got its operations worldwide. It is conveyed by The Coca-Cola Company of Atlanta, Georgia, and is customarily suggested fundamentally as Coke (an enlisted trademark of The Coca-Cola Company in the United States since March 27, 1944). In the first place the company was started with a medical patent and that was back in the late nineteenth century. The person who got this patent was John Pemberton. one of the leading and famous business man of that time Asia Griggs Candler was the one who acquired the company and it his strategically planned decision that showcased the company with great success overall the world. This all took...
Words: 3532 - Pages: 15
