...COCA-COLA CO THE, SWOT ANALYSIS, IN SOFT DRINKS (WORLD) March 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Fruit/ Sports and Carbonates Bottled SportsWater and Vegetable Energy Drinks 169.5 billion Energy Drinks Juice 205.1 billion15 billion litres litres litres 16.2 billion 62 billion litres Concentrateslitres 43 billion litres Concentrates RTD Tea RTD Coffee 43.7 billion 30.1 billion 4.5 billion litres litres litres Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible...
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...COCA-COLA CO THE, SWOT ANALYSIS, IN SOFT DRINKS (WORLD) March 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Carbonates 169.5 billion litres Fruit/ Vegetable Juice 62 billion litres Sports and Bottled Sports and Energy Drinks Water Energy Drinks 205.1 billion15 billion litres 16.2 billion litres Concentrateslitres 43 billion litres Concentrates 43.7 billion litres RTD Tea 30.1 billion litres RTD Coffee 4.5 billion litres The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe...
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...companies’ opinions, reader discretion is advised. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Carbonates 169.5 billion litres Fruit/ Vegetable Juice 62 billion litres Sports and Bottled Sports and Energy Drinks Water Energy Drinks 205.1 billion15 billion litres 16.2 billion litres Concentrateslitres 43 billion litres Concentrates 43.7 billion litres RTD Tea 30.1 billion litres RTD Coffee 4.5 billion litres The Coca-Cola Company slightly underperformed the world’s soft drinks market amid the recession in Western Europe and slow economic recovery in the US. It is actively expanding in low calorie carbonates to retain consumers and widening the use of natural sweeteners in its beverages. The part acquisition of Aujan will help TCCC to accelerate its expansion into the Middle East and Africa region and the full takeover of Innocent is likely to boost its position in premium juice in Western Europe. © Euromonitor International SOFT DRINKS: COCA-COLA CO, THE PASSPORT 2...
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...Marketing decisions are very important to the success of any firm. Today marketing has many dimensions. Coca Cola and Pepsi Cola Companies have chosen to be socially conscious through their marketing efforts to improve its positive effects on society and reduce it negative effects through the way they manage brands, marketing strategy, positioning strategies and how they market to their consumers while striving for prosperity. How Coca Cola and Pepsi Cola Company does advances and manages its brand? According to Ahmet, C Bozer, president of the Coca-Cola Company’s Eurasia and Africa Group, states in the article, “How Coca-Cola Manages 90 Emerging Markets” that Coca Cola advances and manages its brand by finding the right mix. Coca Cola is a global company, therefore, it is important the brand is relevant locally also. To do this is to treat each country differently, while keeping and communicating the same message and brand architecture (www.coca cola.com). Pepsi Cola’s plan for how the company advances and manages its brand, is similar to Coca Cola, in that Pepsi Cola is also global and maintaining relevance locally and globally in products that appeal to local tastes and needs, and also working with local supply chain and encouraging people to live balance and healthy lives (www.Pepsi Cola.com). Coca Cola and Pepsi Cola Company marketing strategy In reading the 60 marketer, Coke vs. Pepsi: Why Coke is a More Valuable Brand than Pepsi, the founder, Jamie Turner states...
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...marketing strategy Segmenting, Targeting and Positioning (STP) play a vital role which helps Coca-Cola to introduce its product to customer and make them buy through this process they capture value from customer (Kotler- et- al, 2013). To understand the Coca-Cola’s product and its value perception, here is the STP analysis 3.2.1 Segmentation Strategy The competitive market and the changed demands of consumer have made Coca-Cola to satisfy their needs by improving and changing its product. For these reason Coca – cola has been successful to attract the customers and enhance its sales without interrupting other company. Such attempts taken by this company is to introduce new product based on changed demand such are to introduce Diet Coke, Caffeine free Coke. There are multi segmentation strategy which is used by Coca Cola. The marketing mix is used for the every segmentation of Coca cola which has various products as estimated 400 and product mix of 3,500. Geographic segmentation There are different users of Coca Cola such as various ethnic groups, lifestyles, age groups, sexes etc. Examples: Oasis- Juice with various flavour for the people aged between 20-30 and this is served in Ireland and Britian. Coca Cola diet, Coca Cola zero etc. for health concerned people. Climate- the product of Coca Cola is used more in summer than in winter and the sales increases in this time. Demographic segmentation Coca cola targets customer aged between 15 – 25 and more...
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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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...The Coca Cola Company: Marketing Strategy Contents Introduction and Summary of the Company ............................................................................................ 3 Environmental Analysis ........................................................................................................................... 3 Political ............................................................................................................................................... 4 Economic............................................................................................................................................. 4 Social................................................................................................................................................... 4 Technological ...................................................................................................................................... 5 Customer analysis – STP analysis ............................................................................................................. 5 Segmentation ...................................................................................................................................... 6 Targeting ............................................................................................................................................. 6 Positioning .............................................................................
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...Introduction The Coca-Cola Company is the world’s leading owner and marketer of nonalcoholic beverage brands and the world’s largest manufacturer, distributor and marketer of concentrates and syrups used to produce nonalcoholic beverages. Company own or license and market more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the world’s most valuable brand, Coca-Cola Company own and market four of the world’s top five nonalcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia, United States by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. It was introduced in 1886, patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. During the first year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for...
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...Coca Cola Report Introduction Coca- Cola is one of the very well known brands operating in FMCG sector. The drink which has quenched the thirst of so many people around the globe was invented by John Pemberton a pharmacist by profession and most commonly called as “Doc”. He was assisted by Frank Robinson in the marketing of the product. The company was totally in mess until Asa Griggs Candler took over the business in 1891. Secret of Coca Cola’s success is the innovative marketing strategies of Grigg which laid the foundation for the success the company is enjoying today. Initially the drink was sold as a medicine for the treatment of fatigue and headaches. Later, with the imposition of tax in 1898 on all medicines, Grigg categorized it into beverage sector after a prolonged court battle. Ever since then, Coca-Cola is operating as one of the well known brands in beverage industry. In 1919 Candler was chosen as mayor of Atlanta which made him excessively busy because of this he decided to sale out the ownership of the company and Ernest Woodruff became the new owner in September 12, 1919. He changed the formula of the drink and labeled it as New Coke. Unfortunately, the drink was rejected by the consumers and with no option left Woodruff had to introduce the old Classic Coke back for meeting customer demands. According to Business Insiders Coca Cola is a brand with which 94% of the world’s population is familiar. The company has marked its presence in more than 200 countries...
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...THE COCA-COLA COMPANY Students’ name: Malvina Shahini TABLE OF CONTENTS THE COCA-COLA COMPANY 0 Students’ name: Malvina Shahini 0 EXECUTIVE SUMMARY 2 INTRODUCTION AND COMPANY BACKROUND 2 INDUSTRY 3 GEOGRAPHICAL MARKET 4 PRODUCTS AND SERVICES 4 MARKET SEGMENTATION 5 MISSION, VISION AND VALUES 6 COMPANY'S STAKEHOLDERS 8 PART I: EXTERNAL ANALYSIS 9 PESTLE ANALYSIS 9 PORTER'S 5 FORCES OF COMPETITION MODEL 11 PART II: INTERNAL ANALYSIS 14 VALUE CHAIN MODEL 14 VRIO FRAMEWORK 16 BCG ANALYSIS 17 POSITIONING 17 PART III: COMPANY’S CORPORATE AND BUSINESS STRATEGY 19 PART IV: IDENTYFYING ISSUES AND CHALLENGES FACING THE COMPANY 20 PART V: IDENTIFICATION AND EVALUATION OF THE MAIN STRATEGIC OPTIONS FOR GROWTH 22 ANSOFF MATRIX MODEL 22 PART VI: RECOMMENDATION AND CONCLUSION 24 REFERENCE LIST 24 EXECUTIVE SUMMARY This paper is a strategic analysis of The Coca-Cola Company, a leader in the beverage industry. Coca-Cola, the world’s leading soft drink maker, operates in more than 200 countries and owns or licenses more than 500 brands of non-alcoholic beverages. The company faces challenges in today’s market because of market changes, socio-economic changes and globalization. The purpose of this assignment is to assess the current situation of the Coca-Cola Company and to provide recommendations on strategies that the firm can pursue in the future. In detail, an external analysis of the company is performed to understand the impact of...
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...The Coca-Cola Company: Company Evaluation MGT/ 498 April 20, 2012 The Coca-Cola Company: Company Evaluation The Coca-Cola Company is the leading supplier of non-alcoholic beverages in the world. The brand is most recognized in the industry, providing over 3,500 soft drinks, sports drinks, water, juices, coffee, and milk products to more than 200 countries around the world. Guided by the company’s core values, Coca-Cola has created value and accomplished great notoriety through careful planning and execution of their business strategy. Current Strategies Although the Coca-Cola operates in a consolidated industry the company is still able to implement an integrated low cost/ differentiation strategy that “builds on the company’s basic strengths in marketing and innovation, driving increased efficiency and effectiveness in interactions with our system and generating new energy through core brands that focus on health and wellness”(Coca-Cola Company). The low cost side gives the company the ability to continue building profits in the midst of new entrants into the industry, substitutions, competitor rivalry, suppliers' power, and buyers' power. The low cost/differentiation strategy allows Coca-Cola to decrease costs consistently while adding differentiated attributes to its product lines. Using this strategy, Coca-Cola has “ increased its annual marketing budget substantially, launched many new products, and developed a model to help retail customers maximize their...
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...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 in to four sections that include positioning, point of difference, market objectives...
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...Report: The Coca-Cola Company A) The Coca-Cola Company: Established in 1886, The Coca Cola Company is the world largest non-alcoholic drinks company, controlling over 21% of soft drinks off-trade ready-to-drink (RTD) volumes, which represents its core business. Its general growth strategy is, essentially, growing through acquisitions and organic growth [1], making small-scale acquisitions in developed countries and investing in major emerging markets. In 2012, The Coca Cola Company achieved the highest market share in Global Soft Drinks industry in Bottled Water (9%), Carbonates (49%), Concentrates (2%), Fruit/Vegetable Juice (11%), ready-to-drink (RTD) coffee (16%), and RTD tea (9%) [2]. Nowadays, Coca-Cola is pursuing an ambitious plan with 8 priorities: Maximize cash flow, attract and retain the best talent, develop the world’s most innovative effective marketing, think and act like an integrated global enterprise, create competitive advantage by fulfilling their live positively commitments, and design and implement the most efficient and effective business system. Scope: Given the multi-brand strategy and how it changes depending on the geographic market, the present analysis will focus on Coca Cola’s core business (soft drinks) in Europe as it gathers the most interesting conditions and elements leading to rapid and industry-disruptive changes. The challenging context, which is analyzed in detail in the second part, creates an opportunity to know whether Coca Cola will sustain...
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...Marketing Plan [pic] Table of Contents |Executive Summary……………………………………………………………………...... |4 | | | | |Detailed List of Assumptions……………………………………………………………... | | | | | |Situational Analysis……………..…………………………………………………………. | | |Company Performance.…………………………………………………………………. | | |Three Years of History as a Continuing Business..…………………………………….. | | |Market Demand…………………………………………………………………….. | | |Customer Analysis………………………………………………………………….. | | |Competition and Industry…………………………………………………. | | |Market...
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...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....
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