...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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...SWOT Analysis Strengths • Zero sugar • Low calories • Taste is identical to regular Coke Weaknesses • Health-threatening artificial sweetener 4 SWOT Analysis Opportunities • Dominate the “healthy soft-drink” market Threats • Diet Pepsi • Diet Dr. Pepper SWOT Coca-Cola Zero is a sugar-free, zero calories soft drink produced and distributed by The Coca-Cola Company. This product can benefit people who assist in weight lossing and lower the chance having dental problem. The Coca Cola Company owes the largest distributor in the world, its products can be easily bought anywhere. Some people have tried coke zero and felt the taste is same as original one; it can not give them surprise on the taste. Besides, Coke Zero contain too many chemical ingredients fpr making the artificial sweetened. People may question if the artifiicial sweeteners are good for health. Even though there are some weaknesses about Zero.Coca Cola Company still have strong confidence to launch Zero. They use the cool design to attract youngsters. Since Coke Zero is a sugar-free product, it is suitable for diabetes. Hence, they can extend their market to absorb more customers. The major challenge is there are too many similar products exist in the market.for examples, Pepsi Max, Coke light…etc. Moreover, customers also get many other choices otherthan softdrick to buy, for examples, . i.e Sparking water, Juice….etc. To conclued, Zero still needs to put more effort to be promoted...
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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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...and Competitive environment (Do NOT use a SWOT) This may be presented as multiple sections, but the key is to go into detail on breaking down all relevant aspects of the four Ps as well as how each competitor’s mix is the same or differs. Be sure to go into detail about which products are REALLY the primary competition (have the same targets) and which are lesser competitors and why. How do they address the target, what is the share (if possible, if not try to infer it from other data), how do they compete on price and quality elements? Keep in mind that there is no way to understand the competitive environment if you don’t know your product’s position and the position of its competitors in terms of relevant characteristics including its competitive advantages and disadvantages and its position in all aspects of the four Ps. Place The Coca-Cola Company is the world’s largest beverage company with more than 500 brands. They are the number one provider of sparkling beverages, ready-to-drink coffees, and juices/juice drinks. They also sport the world’s largest beverage distribution system that distributes in more than 200 countries. Coke Drinks are sold in convenience stores, Price In 2012, The Coca-Cola Company had a net operating revenue of $48,017,000, a 3% increase from 2011’s sales, which were $46,542,000. This is more than thirty percent of their net operating revenue in 2010. ( , 2012) This is due to the fact that Coke-a-Cole offers not only a quality product...
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...it. He was trying to concoct a head ache remedy once he mixed his special syrup with carbonated water, he realized that he had the makings of a popular soda beverage. Coca-Cola had two ingredients cola from the cola nut, and extract of coca leaf which is also the source of cocaine (Abbette, 2012). Among the biggest challenges for Coca-Cola has been the bottling of its product (Coca Cola Company, 2013). The bottlers agreed that a distinctive beverage needed a standard and a distinctive bottle (Coca Cola Company, 2013). In 1916, the bottlers approved the unique bottle. The new Coca-Cola bottle was so different it could be recognized in the dark and it set itself apart from competitors. The 1980’s featured memorable slogans such as “Coke is It!”, “Catch the Wave” and “Can’t Beat the Feeling”. In 1993, during the technology boom Coca-Cola experimented with computer animation and the popular “Always Coca-Cola” campaign was commenced (Coca Cola Company, 2013). In 2009, the “Open Happiness” campaign was an open invitation to billions around the world to pause, refresh and continue to enjoy one of life’s simple pleasures with a Coca-Cola. The “Open Happiness” message was seen in stores, on billboards, in TV spots and printed advertising along with digital and music components. In financial circles, Coca-Cola has been one of the strongest and most reliable trading stocks showing a steady return. Advertisement boomed with many celebrities promoting the product, being seen...
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...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 Coca-Cola not to bring up all of the other products and brands that comprise the Coca-Cola name. Coca-Cola has been very successful diversifying the brand by offering a wide variety of carbonated beverages. Even when looking at Coca-Cola as a brand, one cannot simply look at carbonated, sweetened beverages. The Coke Brand transcends time and space. Nowadays, one might find a designer purse...
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...Introduction The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland. Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day. The Coca-Cola Company is the world’s largest company, refreshing consumers with more than 450 sparkling and brands. Along with the coca-cola recognized as the world’s most valuable brand. Globally no.1 provider of Coca-Cola the product that has given the world’s its best-known taste was born in Atlanta, Georgia, on May 08, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer & distributor of non-alcoholic beverage concentrates & syrups. The Company beverage products comprises of bottled & canned soft drinks as well as concentrates, syrups and not ready-to-drink power products. The coca cola company began building its global network in the 1920s. The company aims at increasing shareowner value overtime. It accomplishes this by working with its biz partners to deliver satisfaction and value to customers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. The associates...
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...products can be found in nearly 200 countries around the globe. The company has 22 brands that each generates more than $1 billion each in annual retail sales. PepsiCo owns some of the world's most popular brands, including Pepsi-Cola, Mountain Dew, Diet Pepsi, Lay's, Doritos, Tropicana, Gatorade, and Quaker. Our brands are available worldwide through a variety of go-to-market systems, including direct store delivery (DSD), broker-warehouse, and food service and vending (PepsiCo, 2012). A SWOT analysis of a company is an important piece for an investor to determining if it is possible invests in a company and have a viable return of this inversion. This analysis will help to understand if the company is achieving its goals and objectives. Another important point would be identifying the company stakeholder and how the needs of those stakeholders are meet. SWOT Analysis Conducting a SWOT analysis of PepsiCo will determine the current status and strength for a potential investor. A SWOT analysis is a planning tool used to analyze an organization’s strengths, weaknesses, opportunities, and threats ((Nickels, McHugh, & McHugh, 2010). Strengths PepsiCo has 22 brands that each has revenue of more than $1 billion in annual retail sales. Pepsi is the world’s second largest beverage and food company based on net revenue Bobby, S. (2012, June 27). PepsiCo is a multinational Corporation, offering manufacturing, distribution and marketing of soft-drinks, beverages, grain-based...
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...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...
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...Bahria University Department of Management Sciences MBA Program Strategic Management (Sm) Report on “Strategic Management of Coca Cola Company” PRESENTED TO: Sir Naveed m khan PRESENTED BY: * RAFIA ALAM * Irsa afzal * Saira Urf Sana * Sana Anjum * Hina Majeed MBA-6A Dated: 22nd May, 2013 Acknowledgement We have the pearl of our eyes to admire blessing of the compassionate and omnipotent because the words are bound, knowledge is limited and time is short to express His dignity. It is one of the infinite blessings of almighty ALLAH that He bestowed us with potential and ability to complete the present training and make a material contribution towards the deep oceans of knowledge. This report reflects the efforts of few people who assist us in its preparation. First we avail this opportunity to bow our head before ALLAH almighty in humility who given us the wisdom and perseverance for completing this piece of report. We invoke peace for Holy Prophet Muhammad (P.B.U.H) who is forever torch. We feel highly privilege to ascribe the most and ever burning flame of my gratitude and deep scene of devotion to the “Sir Naveed M. Khan” who taught us “Strategic Management” with heart and also gave a guideline to this report and guides right from the beginning till the completion of this report. Than we are grateful to Mr. Tabassum Mumtaz (HR Manager) at Coca Cola in Karachi who guides us about their organization, its products their strategies, financial...
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...Cola Wars Continue: Coke and Pepsi in 2010 Table of Contents 1 Overview 2 General environmental analysis 3 Industry Analysis 3.1 Industry Structure - U.S. soft drink market share of concentrate producers - Suppliers within the carbonated soft drink industry 3.2 Market Structure - U.S. Liquid Consumption Trend (gallons/capita) - U.S. non-alcoholic refreshment beverage volume 2009 - U.S. soft drink market share – soft drink brands 3.3 Marketing Channels 3.4 Porter’s five forces 4 5 4 2 2 2 2 4 Competitive / corporate strategies of Coke and Pepsi 5 SWOT Analysis 6 Questions 6.1 How has the competition between Coke and Pepsi affected the industry’s profit? 6.2 If it has been such a profitable industry, why have so few firms successfully entered this business over the last century? What are the barriers? Why have Coke and been so successful in launching their products? 6.3 Why, historically, has the soft drink industry been so profitable? 6.4 Compare the economics of the concentrate business to that of the bottling business: Why is the profitability so different? 6.5 How can Coke and Pepsi sustain their profits in the wake of flattening demand and the growing popularity of non-CSDs? 7 9 11 Exam Case Study Cola Wars Continue: Coke and Pepsi in 2010 1 Overview (Power Point Page (PPP) 2) For more than a century, Coke and Pepsi compete for market share within the world’s beverage market. The most intense battles were fought over the $74 billion carbonated soft drink (CSD)...
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...Channels 3.4 Porter’s five forces 4 5 4 2 2 2 2 4 Competitive / corporate strategies of Coke and Pepsi 5 SWOT Analysis 6 Questions 6.1 How has the competition between Coke and Pepsi affected the industry’s profit? 6.2 If it has been such a profitable industry, why have so few firms successfully entered this business over the last century? What are the barriers? Why have Coke and been so successful in launching their products? 6.3 Why, historically, has the soft drink industry been so profitable? 6.4 Compare the economics of the concentrate business to that of the bottling business: Why is the profitability so different? 6.5 How can Coke and Pepsi sustain their profits in the wake of flattening demand and the growing popularity of non-CSDs? 7 9 11 Exam Case Study Cola Wars Continue: Coke and Pepsi in 2010 1 Overview (Power Point Page (PPP) 2) For more than a century, Coke and Pepsi compete for market share within the world’s beverage market. The most intense battles were fought over the $74 billion carbonated soft drink (CSD) industry in the United States that lasted until the mid-1990s. Coke’s and Pepsi’s revenues grow annually, as the worldwide CSD consumption rose steadily by an average of 3% per year. In the early 2000s, however, domestic CSD consumption started to decline in consequence of the evolving linkage between CSDs and health issues such as obesity. Coke and Pepsi faced new challenges regarding the growth of non-CSD beverages...
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...Enter your Student Registration No: 1528707 Name of the Company COKE |Particulars |2014 |2013 |2012 | |Share Capital |30,320,000 |33,173,000 | 32,790,000 | |Reserves and Surplus |1,760,000 |1,760,000 |1,760,000 | |Liabilities (Long, Medium, Short) |61,703,000 |56,882,000 |53,384,000 | | | | | | | | | | | |Assets (Fixed, Current) |61,703,000 |56,882,000 |53,384,000 | |Total Revenue |45,998,000 |46,854,000 |48,017,000 | |Total Expenses |36,322,000 |36,126,000 |36,961,000 | |Profit Before Tax ...
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...10/6/2015 10/6/2015 NAVEED KHAN - Student Coca-Cola NAVEED KHAN - Student Coca-Cola Revenue Analysis Business Communication Revenue Analysis Business Communication 1. Introduction For this assignment I will be analysing Coca Cola market line report and conducting a SWOT analysis, strengthens, weaknesses, opportunities and threats. I will also be analysing their financial year and give a conclusion at the end of the report. 2. Findings I have found that Coca Cola have an increasing demand for functional beverages and these are bound to help boost the sales of all Coca Cola products across Western Europe. I have also found that the company address specific consumer needs such as products with no calorie, low calorie and no artificial sweeteners. Coca Cola have recently made their presence known by taking their place in the newly-emerging functional beverages market space. 3. Financial Year As you can see the majority of Coca Cola’s revenue comes from Great Britain. The Netherlands, Belgium, France, Norway and Sweden make up the rest of the revenue for Coca Cola. As you can see the majority of Coca Cola’s revenue comes from Great Britain. The Netherlands, Belgium, France, Norway and Sweden make up the rest of the revenue for Coca Cola. 4. Opportunities Coca Cola have many opportunities which include a new focused portfolio to attract health conscious consumers the “NON ALCOHOLIC READY TO DRINK” (NARTD) category. This is particularly...
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...Running head: COCA-COLA Five Year Marketing Plan Coca-Cola Company Liberty University Jennifer Bachelder, Ryan Belush, Teresa Bissette, Travis Boyce, Carol Brown, Brenda Chamlee, and James Crandall Abstract Our group has decided to market an existing product, but we would like to add a variety pack to this product. We feel if Coca-Cola would add a variety pack to their existing products it would offer more choices for the consumer and we feel this would increase sales by meeting the needs of those consumers with different taste. We would like for the variety pack to consist of Coke, Diet Coke, and Coke Zero. Not only would this benefit different age groups it would increase sales for Coca-Cola. Because it allows convenience to the consumers who have church events, work parties, or school events. 1. Executive Summary Since Coca Cola was launched as a company, the company has exceeded expectations by a long shot. Innovators who get into the practice of trying to market something like a soda can sometimes fall behind the competition as other sodas have in the past such as generic brand sodas produced by companies such as Food Lion and Wal-Mart. Coca Cola strives to continue providing better soda quality than its competitors by hiring only the best employees and producing the highest quality product while ensuring that distribution is also performed effectively. Coca Cola intends on using its large fan base of the product to continue...
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