...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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...Coca Cola’s International Strategy Table of Contents Introduction …………………………………………………………………………...…. 3 Coca-Cola’s International Strategy ..............................................................……….……. 4 Effective branding…….............................................................................................…….. 4 Quality Production ………...…...……………………………………………...………… 6 Good marketing Strategy……………………………………………………...…..………6 Global availability………………………………………………………………..………..7 Consistent innovation………………………………………………………………...……7 Communication across cultures…………………………………………………...………8 Assessing the environment………………………………………………………..………9 Interdependence Social Responsibility and Ethics……………………..……….……….11 Conclusion ………………………………………………………………….…….….….10 Bibliography…………………………………………………………………..................10 Introduction Managers of multinational organisations need to be able to manage businesses internationally. One needs to possess knowledge and skills beyond those of usual business expertise to be in a position to manage at the international level. For instance, managers in multinational firms are required to understand the various regulations in the countries in which the organisation operates. They also need to understand the values and customs, as well as the laws in the various societies in different countries. The ability to execute transactions in various nations is also essential...
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...Legal and General The Strategic Positioning of Coca-Cola in their Global Marketing Operation Examines how Coca-Cola has strategically positioned it self within the world’s soft drinks market. Given that they operate in over 200 countries, they are faced with a clear choice of whether to standardise their product offerings globally and reap the potential benefits of economies of scale, adapt their offerings to a particular market (which may facilitate increased market specific penetration), or adopt an integrated approach utilising both approaches simultaneously (Vrontis’ AdaptStand approach). There has been much literature written regarding the external and often uncontrollable factors which may impact upon a firms positioning strategy; this paper looks at these externalities and the internal controllables in order to derive a ‘best fit’ strategic and tactical approach. Moreover, this paper looks at the strategic international positioning of Coca-Cola by utilising a number of models. Keywords: Coca-Cola, global, international, strategy, positioning, adaptation, standardisation, AdaptStand, AdaptStandation, international, marketing, Introduction If we consider business to be akin to war, then perhaps there is no better starting point than the writings of Sun Tzu [circa 400-320 B.C.]. ‘The Art of War’ is the oldest formalised writing focusing on the concepts and principles of warfare and military strategy. Written over two millennia ago, it is still valid ...
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...Using Teams in Production and Operations Management Cameilia Rochester Baker Professor Gary Shelton BUS 508 February 11, 2012 1. Describe a major global corporation: (1) a leading manufacturer or (2) a major retail or restaurant business. Describe the type of business, market share, financials, size, and global presence. According to Coca-Cola.com the drink was created in 1886 by John Pemberton, an Atlanta pharmacist, who was just simple, curious and he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who though the taste was remarkable and the Jacobs' Pharmacy put it on sale for five cents a glass (Coca Cola Company, 2012). The Mixture was named Coca-Cola by Pemberton's bookkeeper, Frank Robinson, and today Coca-Cola still has the same formula. The company had so many Imitations, and they were not too pleased that other company’s were taking advantage of its success, and they knew what a great product and brand this was that they decided that they needed to protect the secret ingredient. The company started focusing advertising on the authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no substitute" (Coca Cola Company, 2012). The Company...
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...Coca - Cola: Case study This case is about Coca-Cola's corporate social responsibility (CSR) initiatives in India. It details the activities taken up by Coca-Cola India's management and employees to contribute to the society and community in which the company operates. Coca-Cola India being one of the largest beverage companies in India, realized that CSR had to be an integral part of its corporate agenda. According to the company, it was aware of the environmental, social, and economic impact caused by a business of its scale and therefore it had decided to implement a wide range of initiatives to improve the quality of life of its customers, the workforce, and society at large. However, the company came in for severe criticism from activists and environmental experts who charged it with depleting groundwater resources in the areas in which its bottling plants were located, thereby affecting the livelihood of poor farmers, dumping toxic and hazardous waste materials near its bottling facilities, and discharging waste water into the agricultural lands of farmers. Moreover, its allegedly unethical business practices in developing countries led to its becoming one of the most boycotted companies in the world. Not with standing the criticisms, the company continued to champion various initiatives such as rainwater harvesting, restoring groundwater resources, and going in for sustainable packaging and recycling, and serving the communities where it operated. Coca-Cola planned...
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...BRIEF SUMMARY OF CASE: This is a detailed and comprehensive case describing the market entry of two global consumer product companies, PepsiCo and Coca-Cola Corporation into a Big Emerging Market (BEM), India. It traces the history of the challenges encountered by these two companies in the developing country environment of India from the late 1980s to the present time. Emphasis is placed on lessons learned by the two companies as they adjust to competing in an unfamiliar and rapidly-changing environment. Key themes include: - The effects of the changing political scene resulting in the imposition of a non-standard domestication policy on foreign direct investors. - The need for foreign companies to adapt their marketing and competitive strategies to suit conditions in the Indian marketplace. - And the role of ‘globalization’ policies across the marketing mix variables, but particularly in the case of promotional strategies. Answers to Questions: Q1. The political environment in India has proven to be critical to company performance for both PepsiCo and Coca-Cola India. What specific aspects of the political environment have played key roles? Could these effects have been anticipated prior to market entry? If not, could developments in the political arena have been handled better by each company? A1. The political environment of India has had a very significant impact in the way foreign businesses operate in the country....
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...Strategy-Enviroment Fit The Coca-Cola Co. The biggest multinational beverage company Coca-Cola was born in 1892 by Asa Griggs Candler in Georgia. Today The Coca-Cola company is selling more than 400 brands in 200 countries and 94% of the world population knows or heard about the Coca-Cola company by their product Coca-Cola, Coke, Cola or Coca etc., possibly it is the most recognized carbonated beverage company in the world (Sivny 2007). According to Journal of American Business review, what makes the Coca-Cola Company successful in the global food industry is their strong global strategy that based on four powerful strategic foundations: labor and management strategy, collaborative, marketing and differentiation strategy (2013). When companies start to operate internationally they have to decide how to staff their facilities by choosing from three frameworks that covers international employment: ethnocentric, polycentric and geocentric staffing approaches. One of the key to success of the Coca-Cola Company is implementing the geocentric approach to their staffing strategy, which is choosing the best mixture of home, host-country and third party managers to manage the operation. According to Statista, statistic shows that the number of employees of the Coca-Cola company worldwide is 130.6 thousand in 2013 (2013). One of the Coca-Cola’s mission towards their employees is to create a better working place, and inspire their employees with the best working environment...
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...This process has effects on economic development and prosperity, on culture, on environment, on political systems, and on human physical well being in societies around the world. Globalization is not new, though for thousands of years, people and later corporations have been buying from and selling each other in lands at great distances, such as the famed Silk Road across central Asia that connected China and Europe during the middle ages. Likewise for centuries, people and corporations have invested in interprises in other countries. In fact many of the features of the current wave of globalization are similar to those prevailing before the outbreak of the first world war in 1914. But policy and technology developments have spurred increases in cross border trade investment and migration so large that many observer believe the world has entered a qualitatively new phase in its economic development. The current wave of globalization has been driven by policies that have opened economies domestically and internationally. In my essay I will explain the implications of globalization on Coca-Cola. History of Coke The Early Days Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion for mental and physical disorders. The formula changed hands three more times before Asa D. Candler added carbonation and by 2003, Coca-Cola was the world’s largest manufacturer,...
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...Coca Cola Global Success Coca Cola Global Success The supply chain begins with extraction of raw materials, to manufacturing of product, to the distributors on to the end product user, the customer or consumer. Supply chain management is the management of processes a from the raw material suppliers to the final customer (Wisner, Choon & Leong, 2012). There are many strategies used because a break in the supply chain can cause financial havoc for a company or even destroy a company. A company must meet the customer demand and get the product out to their customer in order to stay competitive in the market and financially afloat. Distributing to a global market can bring even more risk to a company. The Coca Cola Company uses strategies that have minimized the risks including the creation of Bottling Investments Group (BIG), set up in local markets, uses a SAP integrated program, involved with environmental concerns, and employs risk management planning. Coca Cola began in 1886 by Atlanta pharmacist, Dr. John Pemberton when he created the soft drink that could be sold at soda fountains. Coca Cola is a mixture of syrup and carbonated water. It expanded to soda fountains outside Atlanta. In 1894 due to growing demand the beverage was made portable and put in bottles. In 1899, three businessmen purchased the bottling rights and developed a bottling system large scale (Coca-Cola). Coca Cola Company owns and manufactures the concentrates, beverage bases and...
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...Business Analysis During this research work, Coca-Cola Company will be studied in order to review: 1.-Company Background 2.-Company Mission 3.-Company Vision 4.-Coca-Cola Business Environment 5.-Income Statement (Comparisons between Coca-Cola vs. PepsiCo). 6.-Balance Sheet (Comparisons between Coca-Cola vs. PepsiCo). 7.-Cash Flow Statement (Comparisons between Coca-Cola vs. PepsiCo). 8.-SWOT Matrix 9.-Economic trends and influence to Coca-Cola Company 10.-Strategies used by Coca-Cola Company 11.-Technological Advantages 12.-Coca-Cola and Globalization 13.-Coca-Cola’s Human Resource Management 14.-Management Decisions 15.-Conclusion Company Background So the first let’s find out who is Coca-Cola, where it’s come from, how big is this company, where you can find its products, since when is the market, who are the principals competitors from this company to have a better understanding who is this company. What is Coca-cola and where it’s come from? Coca-Cola is a beverage which is carbonated soft drink, was invented by Doctor John Pemberton who was a pharmacist form Atlanta, Georgia in May 1886, then 1887 Asa Candler bought the formula from John. By late 1890s, Coca-Cola was one of America’s most popular fountain drinks, because of a very aggressive marketing campaign; as a result the syrup sales went over 4000% at that time, then by 1960’s the soda fountain consumption declined its popularity and bottled soft drinks and fast food restaurants became popular...
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...Royce Echarry Assignment 3 The Coca Cola Company is a global business that operates on a local scale, in every community where the company do business. There able to create a global reach with local focus because of the strength of Coca Cola System which comprises company and more than 250 bottling partners. The Coca Cola is not a single entity from legal or managerial perspective and the company does not own or control all of our bottling partners, while many view the company as simply Coca Cola the system operates through multiple local channels. The company manufactures and sells concentrates beverages bases and syrups to bottling operations, owns the brands and it’s responsible for consumers brand marketing initiative. A transnational corporation is any enterprise that undertakes foreign direct investment owns or controls income gathering assets in more than one country, produces goods or services outside its country of origin or engages in international production. For example Coca-Cola Company is a transnational corporation because they have proven successful in their international operations and are one of the most recognized brands in the world. Coca-Cola has used each of the six strategies. Coca-Cola Company was very successful in implementing strategies regardless of the country. The company has 6 keys of strategies necessary for firms to be successful when expanding globally. Differentiation strategy is defined as a marketing technique used by a manufacturer to...
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...ORGANISATIONS THEORY AND PRACTICE PROJECT WORKSHEET 1 – 2012 THE COCA COLA COMPANY l Porter's Five Forces Model 1. Competitive Rivalry within an Industry Coke has nearly 50% share of the global carbonated soft-drink industry and over 80% in many markets. The market share of other competitors is too low to encourage any price wars. Cola-Cola gets one of its competitive advantages through the well-known global trade marks by achieving the premium prices. It means Cola-Cola have something that their competitors do not have. Coke appears to have sustainable scale advantages over its competition - its greatest competitive advantage is the scale of its global bottling system, even more than the predominance of the Coke brand. Beverage industry competition can be classified as a Duopoly with Coca Cola and Pepsi, the flagship product of PepsiCo. * Competing brands: Pepsi is second to Coke in sales, and outsells Coca-Cola in some markets. Pepsi internationally manufactures concentrates of brand Pepsi, Mountain Dew, and other brands for sale to franchised bottlers in the US and international markets. Pepsi also markets, sells, and distributes juices under several Tropicana trademarks in the US and internationally. In addition to the soft drink and juice business, PepsiCo is engaged in the snack food segment through its domestic and international Frito Lay business. Like Coca-Cola, Pepsi has been attempting to move into the faster growing non-carbonated beverage segment...
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...This report is based upon the information from the Harvard business case: “Cola Wars Continue: Coke and Pepsi in the Twenty-First Century”. Both Coca Cola Company and PepsiCo are the largest players in the Carbonated Soft Drinks (CSD) industry. The purpose of this report is to gain insight into the possible strategies that can be applied, in order to expand the overall throat share in the future. History revealed that a highly competitive strategy that was utilized in the past by both companies resulted in a ‘Nash Equilibrium’. Because of this, the report is described from the perspective of both Coca-Cola and Pepsi. The scope of this report covers not only on the increase of overall market share, but also finding new opportunities in unrevealed markets. The analysis is also based upon the eight key concept model. In addition the PEST-analysis and the five forces model of Porter is also utilized to gain insight into the ‘macro-environment’ and ‘meso-environment’ 1. Analysis The eight key concepts analysis is applied to identify the key issues with regard to both Coca-Cola and Pepsi. The outcome of the analysis is utilized to establish the new strategy for both companies. The key issues for each concept are described in this paragraph. Direction The mission and vision of the two companies, described in the case, differ on one major issue. The Coca-Cola Company direction limits its market to a product portfolio of beverage brands, whereas PepsiCo does not only focus...
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...Chain Analysis 8. SWOT 9. Six Strategic Objectives 10. Financial analysis 11. Recommendations 12. Conclusions 13. Bibliography A brief Walkthrough Coca Cola is a well-known brand and the world’s leading beverage producer. The company is over 100 years old and enjoys patrons in over 200 countries. The company till date remains true to its vision and mission which has permeated through to all levels of the company. Coca Cola has a product of more than 3,500 beverages. These include * Energy drinks and Sports Drinks * Fruit and Fruit juices * Soft Drinks * Tea and coffee * Water * Other drinks The external environment analysis shows that coca cola enjoys a competitive position across the industry due to high capital requirements and exit costs. It has an intense but healthy rivalry with Pepsi. The Pestel analysis shows a growing demand for healthier alternatives to carbonated drinks which Coca-Cola is now addressing. Through the internal analysis of the company, we understand that the company has a competitive advantage in terms of its brand reputation and value chain process which it should continue to further use to its advantage. The value chain is perfectly aligned to ensure maximum efficiency. As the financial analysis, will show, Coca Cola has an extremely competitive share value and performance making it one of the most profitable companies across the world. Overall, the Company easily implants its strategic intent...
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...| | |Marketing Management 2A | |BCom Marketing Management Year 2 | |Student Number: 500429 | | | | | | | |Mohamed Reza Carrim | |09/04/2013 | | | Question 1: Theoretical elements of market segmentation, market positioning and market targeting Market Segmentation The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase you’re offering. If done properly, this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments. When the focus is on segmented markets, the company's marketing...
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