...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 the...
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...Coca-Cola: International Business Strategy For Globalization Dr. Michael Ba Banutu-Gomez, Professor, Management and Entrepreneurship, William G. Rohrer College of Business Rowan University, Glassboro, NJ ABSTRACT The purpose of this research was to analyze the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. However, the author learned that CocaCola did not effectively utilize all of the strategies in each country. Key Words: Coca-Cola, International Business, Strategy, Globalization, International Marketing, Labor Relations, Distribution, Diversification, Management, Channels, Costs, Gains and Collaboration. INTRODUCTION...
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...Conclusion 8 References 9 Introduction This discusses the details of marketing principles and this assignment has considered Coca cola, a company which is in the soft drinks industry as the base. This includes evaluation of benefits and costs of a company being market oriented and the deviation from its core activities. Further this discusses the micro and macro factors that affect Coca cola and how the marketing decisions should be taken considering these factors. The segmentation aspect which is adopted in Coca cola is discussed here. And effective strategies adopted in a company lead the company to achieve competitive advantage is been highlighted in this assignment. Further Targeting strategies, buyer behaviours that impact Coca cola is been discussed along with proposition for new positioning of the beverages of Coca cola. The distribution also plays a major part in a company’s marketing activities. And the strategies used by Coca cola are discussed here with the setting of prices with the aim of achieving objectives and the promotional activities adopted are discussed here. Additional elements of marketing mix, and the different strategies that should be adopted when selling to businesses rather than customers and the strategies that are used in international marketing are discussed in this assignment. About Coca Cola The company Coca Cola started in 1886, in Atlanta and this drink was initially made as a trial and to fulfill the curiosity of a pharmacist in Atlanta...
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...Case Study: Coca-Cola OL – 421 INTRODUCTION: The Coca-Cola Company, an Atlanta based beverage giant, has spent the last 127 years refreshing the world, one Coke, one beverage, at a time. The evolution of The Coca-Cola Company is a true story of success, success that is contributed to producing quality products that people want, genius marketing, and effective corporate strategic planning. At Coca-Cola’s inception, only 9 servings of Coke were sold per day, and today, 10,450 Coca-Cola beverages are consumed each second; Coca-Cola is what success tastes like. Coca-Cola is the world’s largest beverage company and is strong all the way around, their financials are sound, they have a strong management and marketing team, and they produce products that people want and in some cases need. Although, even a successful company can come tumbling down, and in order to stay ahead of the competition and to continue revenue growth, I would advise the company to seek out additional business strategies in which I will explain in depth in the following sections. CURRENT MISSION, GOALS AND STRATGIES: Coke’s mission is to, “refresh the world, inspire moments of optimism and happiness, and to create value and make a difference.” The company’s goals include maximizing growth and profitability to increase shareholders’ wealth. The strategies that The Coca-Cola Company are currently pursuing to achieve these goals include: (1) product innovation; (2) creating...
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...Coca-Cola’s Marketing Plan: Phase III Laura Darby, Paula Coletti, Mira Walker, Victor Torres - Rosario, and James Rowan September 6, 2010 MKT/421 Henry Weber Product Life Cycle and Factors All products move through stages called the product life cycle. There are four stages that a product will follow. The stages are market introduction, market growth, market maturity, and sales decline (Cannon, McCarthy, & Perrault, 2009, p. 261). Different products will move through the life cycle at a different pace and there are certain factors that will affect its movement. “Kick’em Back” will begin in the market introduction stage of the product life cycle. Customers do not know about the product and are not looking for the drink. During this stage, Coca-Cola will likely lose money because they are investing in the product and receiving little sales. “Kick’em Back” should move quickly through this stage because Coca-Cola is a large, “well known” company, and they have many resources to advertise to the public. As “Kick’em Back” enters the second stage, market growth, sales will quickly rise. The company should move through the stage slowly because customers will be satisfied with the product and continue to buy it. As competitors begin to enter the market, they will try to copy the product or make it better (Cannon, McCarthy, & Perrault, 2009, p. 262). At the end market growth, sales and profits will decline for Coca-Cola. According to Cannon, McCarthy...
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...Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China Section the basic situation of Coca-Cola Company 1. Coca-Cola and the company's produce Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention. "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century. In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120 bottling...
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...Business-Level and Corporate-Level Strategies Shemeika Goodwin Strayer University Professor Dr. Yemer February 15 2015 Abstract This research paper will analyze the business-level strategies for Coca-Cola to determine the business-level strategy that is most important to the long-term success of the firm and whether or not the decision was a good choice. It will also analyze the corporate-level strategies for Coca-Cola and determine the corporate-level strategy this is most important to the long-term success of the firm and whether or not the decision was a good choice. This paper will analyze the competitive environment to determine the corporation’s most significant competitor. Compare their strategies at each level and evaluate which company is most likely to be successful in the long term. It will also discuss the slow-cycle and fast-cycle markets. The Coca-Cola Company was founded in 1892 and was incorporated on September 5, 1919. The Company is currently worth over $168.7 billion. The Coca-Cola Company markets, distributes and sell more than 500 non-alcoholic beverage brands including carbonated beverages such as Coca-Cola, Diet Coke, Fanta and Sprite. The Coca-Cola Company also owns or licenses an array of still beverages that include bottled waters, sport drinks, juice drinks, coffees, ready-to-drink teas and energy drinks. Analyze the business-level strategies for the corporation you chose to determine the business-level strategy you think is most important to...
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...U06a1 – Integrated Global Marketing Case Study The Coca-Cola Company Terry D. Copeland Capella University MBA 6012 June 28, 2013 Company Selection and Overview The Coca-Cola Company (Coca-Cola) was first established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Initially distributed at Jacobs’ Pharmacy for five cents a glass, the fledgling company sold just nine glasses of Coca-Cola a day for the first year (Coca-Cola, 2013). By 1891, Atlanta businessman Asa Candler, a prolific salesman, acquired the rights to the business for $2300; and as the company’s first president, his vision to transform Coca-Cola from an invention into a national brand was set in motion. He immediately recognized the potential of the new company and began to implement the marketing strategy that propelled Coca-Cola to its current standing as the world’s leading manufacturer in the beverage industry producing over 500 brands in over 200 countries with an estimated 1.8 billion servings consumed per day all over the world (Coca-Cola, 2013). Candler initially gave away coupons for complimentary first tastes, and outfitted distributing pharmacies with clocks, urns, calendars, and apothecary scales bearing the same red and white Coca-Cola script brand that remains as the world’s number one brand to this day (Coca-Cola, 2013). People saw the Coca-Cola brand everywhere, and by 1895, Candler had built syrup plants in Chicago, Dallas...
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...Tate Thybo, Wyatt Treeby, River Voigt Executive Summary This paper provides detailed information about the Coca-Cola Company. The company is regarded as the most valuable and popular brand in the world. Coca-Cola Company owns more than 400 brands, which include sport drinks, teas, coffees, soft drinks, and other beverages. The paper outlines the current scenario and historical background of the company. The first part of the study is based on discussion about strategic focus and plan of Coca-Cola Company. The report delivers brief introduction about the goals, mission, vision, sustainable competitive advantage, and core competencies of the company. In today’s market place, the company is facing challenges because of regulatory changes, socio-economic changes and market driven changes. Therefore, it is pivotal for the company to focus on mission and vision to maintain sustainability in the competitive market place. The second part of the paper outlines the situational analysis of the company. The situation analysis of the Coca-Cola Company is determined by SWOT analysis, customer analysis, competitor analysis, industry analysis, and company analysis. The external and internal analysis provides clear picture about the issues of the company. This profile of the report covers all features of the Coca-Cola Company that focus on the products and provides vibrant information about the commitment of the company towards business malfeasance. This is divided...
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...Cola Wars Tonya Hall October 1, 2012 Executive Summary Coca-Cola Company is a leading manufacturer, distributor, and marketer of non-alcoholic drinks in the United States and all over the world. It is a multinational company that has market presence in almost all countries of the world. The company has also diversified from its initial soft drinks to manufacture fruit juices and other non-soda beverages. Its objective has been to maintain its global leadership in the supply of beverages and other non-soda beverages through maintaining high quality production methods that ensure that the name and products remain a household brand. Coca-Cola Company I. Current Situation The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. It is one of the most recognized soft drink brands in the world. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John S. Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated the Coca-Cola Company in 1892 (“Coca-cola management”, 2012). Asa Candler heavily promoted his product through the distribution of coupons for complimentary glasses of Coca-Cola and the distribution of souvenirs depicting the company trademark. Within three years of incorporation, Asa Candler announced that the beverage was being consumed in every state and territory...
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...Business Analysis Part III: The Coca-Cola Company Karen Mace MGT 521 June 11, 2012 Elaine Nissley Business Analysis Part III: The Coca-Cola Company The Coca-Cola Company is a successful global food and beverage organization. In 2012, The Coca-Cola Company was ranked 59 by Fortune 500 magazine [ (CNNMoney) ]. This was an increase from the previous ranking of 70. DiversityInc magazines ranked the organization as number 12 on the magazine’s top 50 companies for diversity in 2011 [ (The Coca-Cola Company) ]. The Coca-Cola Company has been the dominant leader in the global soft-drink industry through the 20th century [ (The Coca-Cola Company) ]. The Coca-Cola Company has been influenced by different economic trends, such as lower disposable consumer income and the importance of conservation. In a recession, consumers will often reduce their spending on non-essential items such as carbonated beverages so that their disposable income can be used to cover the essential household expenses. Carbonated beverages have been viewed as non-essential items because they lack any nutritional value. Coca-Cola has positioned the company to sustain this economic trend by offering products focused on a nutritional aspect such as flavored waters and reduced sodium sports drinks. Consumers can validate their spending on these items because they are healthy and “good for them”. Coca-Cola has addressed the importance of conservation by reducing the size of the bottle. The reduction in size...
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...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. 1. Life insurance expense of officers was $9,000. 2. Equipment was acquired in early January for $300,000. Straight-line depreciation over a 5-year life is used, with no salvage value. For tax purposes Scotty used a 30% rate to calculate depreciation. 3. Interest revenue on State of New York bonds totaled $4,000. 4. Product warranties in 20X2 were $10,000. The reminder is estimated...
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...2012, London.UK. COCA-COLA: International Business Strategy for Globalization Michael Ba Banutu-Gomez William G. Rohrer College of Business, Rowan University, USA Key Words International Differentiation Strategy, Global Strategy, International Marketing Strategy, Culture in International Marketing Strategy, Coca-Cola Strategy, International Distribution Strategy, Choosing Distributors and Channels, The Challenge of Distribution, Hidden Costs And Gains In Distribution, International Collaborative Strategy, International Labor Relations and Management Strategy, and International Diversification Strategy. Abstract The purpose of this research was to analysis the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries...
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...History • First coca-cola created by an Atlanta pharmacist in 1886 combining caramel-colored liquid and carbonated water o Created as a response to the Prohibition as a nonalcoholic version of 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...
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...effective Coca-Cola has been in their marketing strategies in terms of product positioning in regard to their products and services Who/How/Where Coca-Cola positions themselves: Coca-Cola is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in the world. There is a great variety of brands offered by Coca-Cola throughout the world like Diet coke, sprite, Fanta, Rc cola, Minute made etc. You can find the Coca-Cola soft drinks anywhere in every country of the world. Advertisements for Coca Cola started on the radio in the 1930s and on the television in 1950. Currently Coca-Cola is advertised on over five hundred TV channels around the world including Viral and Outdoor media. Coca-Cola has positioned themselves too market toward a certain age group, this age group is youths from 15-25 but they also have a unique way of marketing which also reached the 40+ audience. Targeting youths, they base their strategies on entertainment and for the older generation their marketing strategies are mainly about the family drink, which is low cost and convenient. Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of their consumers and can be described as how the product is considered by their consumer. Many people see ‘Coca-Cola’ as a part...
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