The companys objective is to offer and deliver soft drinks products anywhere in the world using safe and affordable supply chain management. According to the company website, coca cola has entered into partnership with bottlers around the world. The analysis will be on these points 1 sustainability and road map to success, 2 strategy remain same with the changes in technology, 3 continuity in strategic direction and continuous improvement 4 the myth of. Analysis of brandlevel strategic pricing between cocacola company and pepsico. There are various divisions created for major regions of the world and heads of each division report to the parent company. Leadership strategy of cocacola company limited premium. Cocacola uses the differentiation strategy to make themselves unique and separated from other companies. This paper seeks to examine its strategic process and growth stategy that could account for this trendy growth. We invest to improve peoples lives, from our employees to all those who touch our business system, to our investors, to the broad communities we call home. In fact the coca cola company has developed bought and conglomerated more than three thousand five hundred different drinks and has successfully or otherwise marketed and positioned these drinks in. Its soft drinks are the mostselling drinks in history. By using the differentiation strategy, coke creates a product and service that is unique and valued.
The first part of the paper concentrate on the internal and external analysis of the. When kent took over as ceo in 2008,women held 23 percentofthe senior man agement roles at coca. The coca cola company is present in more than 200 countries around the globe. Ceo james quincey said, the brand coca cola will always be the heart and soul of the coca cola company, but the company has outgrown its core brand. Coca colasri lanka coca cola beverages sri lanka ltd ccbsl, located in biyagama.
Quesnoy jones international university abstract in this paper i will be discussing the coca cola company tccc target market and marketing mix. Ceo james quincey said, the brand cocacola will always be the heart and soul of the cocacola company, but the company has outgrown its core brand. In addition, when the coca cola company started, it was selling soft drinks only but later the company. Business strategy march 24, the strategic analysis of the coca cola company this paper will provide the analysis of mission, vision, objectives of the coca cola company. The cocacola company is a leading soft drink and beverage manufacturer and marketer with a footprint in every part of the globe. After a brief introduction, where i detailed the structure of the report and the methodology, the report began with the analysis of the complementary components, starting by looking at the organizational design, then describing the.
With your download, get the 26 best papers relevant to this one, including 19 top related papers. In fact the coca cola company has developed bought and conglomerated more than three thousand five hundred different drinks and has successfully or otherwise marketed and positioned these drinks in the global market. At the coca cola company, we strive to use our leadership to be part of the solution to achieve positive change in the world and to build a more sustainable future for our planet. Asa griggs candler was a pharmacist was introduced to john stith pemberton in 1888. The business is global in scale where it operates everywhere as a local company, including malaysia. The purpose of this research was to analysis the efficiency of global strategies. Mar 22, 20 which business level strategy does coca cola use. It contributes to the highest sales of soft drinks globally. This report is an analysis of the strategy used by the cocacola company. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns.
Coca cola is a truly global brand selling across more than 200 countries with a large and varied product portfolio and obviously an excellent presence in the world of marketing. Business strategy of introduction coca cola is a very popular cola a carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. Global global business strategy 1 g global business strategy fahad umar abstract this paper focuses on global business strategy of coca cola company. Pdf strategic marketing plan for cocacola 2016 researchgate. This strategy allows cocacola to attain the trust of the peruvian population as a global company salas.
Coca cola company has a strong competitive position in the market with rapid growth. As the cocacola company had an imposing portfolio of successful brand acquisitions, this strategy represented a good opportunity to diversify the business. Company achieves or exceeds all full year guidance. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making. Find out how the cocacola company is achieving sustainability goals around water stewardship, packaging and more. Identifying market segments andtargets formarketing. Coca cola is a truly global brand selling across more than 200 countries with a large and varied product portfolio and obviously an. The cocacola companys business strategy read a free. The coca cola company is identified with having a strong culture the ccc has incorporated the culture with their 2020 vision, which is a longterm strategy aimed to be a roadmap for understanding the trends and forces that will shape their business of the future.
A savvy atlanta businessman asa candler, acquired the. Essay corporate level strategy coke cola case 3169 words. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. The coca cola company is a leader in the cokes industry, with thousands of employees and offices in the entire world, making it an emporium of beverages. Mission, vision, values and goals of coca cola company. Over the past few years, we have accelerated the pace of our innovation agenda through global success stories. The cocacola company has operations in over 200 countries worldwide. Global global business strategy 1 g global business strategy fahad umar abstract this paper. Aug 19, 2019 from the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than 3500 products. Coca cola uses the differentiation strategy to make themselves unique and separated from other companies.
Identifying market segments andtargets formarketing strategy. Its sparkling beverages include nonalcoholic readytodrink beverages with carbonation such as carbonated energy drinks, and carbonated waters and flavored waters. It became a highgrowth company under roberto goizueta who was president and then chairman and ceo from 1980 until his death in 1997. In conclusion, cocacolas global leadership strategy has proved to be effective.
Being an international company, this is the best leadership strategy fit for its operations. The cocacola company produces and distributes coke, diet coke, and other soft drinks worldwide. The bottling system that the company uses is of a great advantage from the point that the companies that make the bottles are owned by. Cocacola is a usbased beverage company headquartered in atlanta, georgia. Check out this story and more news from the cocacola.
Market focus and growth strategy of the coca cola company. With the presence in more than 200 countries and the daily average servings to 1. Business level strategy of coca cola introduction in todays business environment, business strategy plays a crucial role to the organizations in order to achieve the competitive. Globally, coca cola is more dominant and has a majority of the global market share. When kent took over as ceo in 2008,women held 23 percentofthe senior man agement roles at cocacolathat number has now risen to above 30 percent. These strategies include differentiation, marketing. It needs to use its internal strengths to develop a market penetration and market development strategy. Effective corporate governance is as much about fostering a. Coca cola has segmented the worldwide market on the basis of geographies. Pep are very similar businesses in terms of industry, ideal consumers, and flagship products. Business strategy for cocacola company research paper. It is also foundational to how we build, evolve and report on our business and. The cocacola company business level and corporate level strategies this paper analyzes the businesslevel and corporatelevel.
Coca cola company s market 1 the coca cola company s marketing strategy and marketing mix duane t. Coca cola has segmented the worldwide market on the basis of. Introduction cocacola is a very popular cola a carbonated soft drink sold in stores, restaurants and vending machines. The cocacola brand is globally valued and recognized. The brand development strategy of coca cola comprised redesigning. Coca cola brand has been in malaysia since 1936, the company only established its corporate presence here 1979 by franchised its bottling and distribution to local.
As such, the company must be aware of the latest economic trends and political movements in each country so as to formulate corporate strategy and manage daytoday operations. Moreover, the company has become the largest manufacturer, distributor, and marketer of non. Cocacola is evolving its business strategy to become a total beverage company. As such, the company must be aware of the latest economic trends and political movements in each country so as to formulate. The cocacola company is present in more than 200 countries around the globe. Find out how the coca cola company is achieving sustainability goals around water stewardship, packaging and more. It involves creating and delivering products with features or attributes that. Business level strategies of the coca cola company 1. Coke is one of the worlds most recognizable and widely sold commercial brands and. The company primarily offers nonalcoholic beverages, including sparkling beverages and still beverages. The beverage industry analysis gives a synopsis of the trends in the industry that coca cola is a part of.
The coca cola company tccc has multiple business units with a wide range of products that span the whole world. Value creation is a crucial process for attaining and sustaining a competitive advantage. Over the past decade, cocacola has been experiencing. Coca cola is one of the most leading company in soft drink beverage industry. At the cocacola company, innovation continues to be an integral part of our growth strategy. These programs have been linked to business goals and have contributed to the high performance of cocacola company veale 25. Oct 31, 20 these programs have been linked to business goals and have contributed to the high performance of cocacola company veale 25. The coca cola company segments the customers based on the following criteriageographic segmentation. New focus on choice, convenience and consumers news. The companys objective is to offer and deliver soft drinks products.
Pemberton, an atlanta pharmacist, when he tried to. Strong brand identity cocacola is a highly popular brand with a unique brand identity. This paper identified six key strategies necessary for firms to be successful when expanding globally. However, the world of soda is also marked by intense competition. Mar 21, 2014 the coca cola company is a leader in the cokes industry, with thousands of employees and offices in the entire world, making it an emporium of beverages. The coca cola company business level and corporate level strategies this paper analyzes the business level and corporatelevel strategies of the coca cola company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing effectively in the long run. An example for such successful implementation of marketing strategy is coca cola. The coca cola company has operations in over 200 countries worldwide. Nov 09, 2019 the coca cola company is a leading multinational company in manufacture, distribution, and marketing of nonalcoholic beverages. In conclusion, cocacolas global leadership strategy. Comparative analysis of cocacola company and pepsico. Corporate level strategy cocacola company is now the largest soft drink company in the world. However, cocacola hasnt devised any health alternative or solution for this problem yet. The statement of purpose for coca cola is to revive the world, to motivate snapshots of positive thinking, and to make esteem and have any kind of effect wherever we lock in.
Cocacola reports strong growth in fourth quarter and full year 2019. Moreover, the company has become the largest manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups which operate in more than 200 countries. The coca cola brand is globally valued and recognized. Strategic business management and planning coca cola company. Sep 08, 2018 distribution strategy in the marketing strategy of coca cola it uses several sales and distribution models depending on market, geographic conditions and the customers profile.
Many health experts have prohibited the use of these soft drinks. The mission is to create customer products, communications, consumer service, bottling system strategies, processes and tools in order to make aggressive benefit and distribute higher value to. Discussion and analysis of the marketing strategy of coke zero in. Vision, mission, goals and objectives of coca cola company. Corporate level strategy coca cola company is now the largest soft drink company in the world. Because of this, coca cola has come up with long term objectives. The statement of purpose for cocacola is to revive the world, to motivate. Coca cola international strategic management project report. They also have nonprice attributes that customers will pay a premium for.
The mission is to create customer products, communications, consumer service, bottling system. Another marketing strategy for cocacola in peru is. Business strategy on coca cola coca cola pepsi co free 30. Coca cola strategic management linkedin slideshare. Cocacola is the biggest manufacturer of carbonated beverages.