Quality of the product is also a key factor for success. Cocacola enterprises aubo t us cocacola enterprises is the leading western european marketer, distributor and producer of nonalcoholic beverages and one of the worlds largest independent cocacola bottlers. 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. The company is known for its major product coca cola that was invented by john stith pemberton, a pharmacist, in 1886. Pemberton, an atlanta pharmacist, when he tried to. Implementation of sap bi in coca cola linkedin slideshare. This report is an analysis of the strategy used by the coca cola company. Coca colas corporate communication strategy within the company includes conducting stakeholder analysis to understand their individual stakeholders needs and attitudes.
Cola hbc above the willis towers watson benchmarking pool of high. 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. The cocacola company has operations in over 200 countries worldwide. Coca cola uses this strategy to explore new drink categories continuously, and it is keeping the tradition of expanding on their current portfolio of brands and products. Strategic business management and planning coca cola company. Introduction and summary of the company coca cola is known as soft drink of the world bell, 2004. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Download file to see previous pages the present study would focus on the coca cola company. Strategy strategy implementation and control leadership structural design information and control systems.
The distribution system of coca cola follows the fmcg distribution pattern. Pdf on feb 1, 2019, naama al tunaiji published coca cola strategy project find, read and cite all the research you need on researchgate we use cookies to make interactions with our website. Strategies cocacola used to become a famous brand business. As such, the company must be aware of the latest economic 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. This involved a series of focus groups with consumers aged 18 and over and with employees of the cocacola company. It was invest by dr john pemberton, who was a pharmacist in atlanta. The coca cola company business level and corporate level strategies this paper analyzes the businesslevel 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. In 2000 cocacola failed to make the top ten of fortunes annual americas most admired companies list for the first time in ten years. Making sure that every one of its thirsty clients gets the right product, at the right time and in the right price range is coca cola s supply.
Ko advantages cocacola pursues a differentiation strategy, essay. Pdf on feb 1, 2019, naama al tunaiji published coca cola strategy project find, read and cite all the research you need on. It contributes to the highest sales of soft drinks globally. Coca cola is one of the most leading company in soft drink beverage industry. 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. Pdf on feb 1, 2019, naama al tunaiji published coca cola.
Strategy implementation at the cocacola company running. It is expected that by implementing these strategies cocacola company will be. The coca cola company is a leading multinational company in manufacture, distribution, and marketing of nonalcoholic beverages. Because of this, coca cola has come up with long term objectives. The beverage industry analysis gives a synopsis of the trends in the industry that coca cola is a part of.
Jun 20, 2014 the coca cola company implements two very important market structures. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. The company markets four of the worlds top five soft drinks brands. Globally, coca cola is more dominant and has a majority of the global market share. The paper as titled strategic resource management focuses on four main aspects, which include human resource management, management of physical resource marketing and information system respectively. However, in the 1990s and 2000s poor decisions, mismanagement, and alleged misconduct cast a shadow over the company. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Pdf strategic marketing plan for cocacola 2016 researchgate. The drink did not have bubbles at that time and started. Strategy implementation and strategic controls for the first one, somebody could think about the cocacola company as an unethical business. Enable suppliers to demonstrate leadership within the coca cola company system enable suppliers to reduce duplicative auditing on behalf of the coca cola company through periodic stewardship reporting the pass it back program has seven general steps, each of which is described in detail in the sections below. The organizations business strategy is defined as a set of objectives.
Moreover, the company has become the largest manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups which operate in more than 200 countries. A global and local strategy the cocacola company is the worlds largest beverage company and is the leading producer and marketer of soft drinks. Marketing strategy of coca cola coca cola strategy. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops. Currently, the coca cola company offers over 500 brands in more than 200 countries and supplies 1. Coca cola is one of the most leading company in soft drink beverage.
Pdf coco cola marketing strategy and market plan ekin. Cocacola must implement effective distribution channels to remain competitive. An example for such successful implementation of marketing strategy is coca cola. Business strategy for cocacola company research paper. Making sure that every one of its thirsty clients gets the right product, at the right time and. Coca cola is the worlds most favorite brand and is available all over the world. Coca cola is a type of company that requires making changes in its products and business strategies according to the consumer expectations and external environment. Marketing strategy of cocacola linkedin slideshare. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making. Cce is the sole licensed bottler for products of the cocacola company in belgium, continental france, great britain, luxembourg, monaco, the. Specific activities like product placement during the holidays help the coca cola company keep up with the timetable. 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. I was delighted to announce zorans appointment as chief executive officer in december.
Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Making sure that every one of its thirsty clients gets the right product, at the. Describe the coca cola company s organizational design, key strategic control systems, primary human resources concerns, and cultural factors, the effect they have had on the implementation of the coca cola company s strategy. 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. Feb 09, 2017 each subbrand of coca cola has different pricing strategy. 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. Coca cola stands number one in the list of most well known brands of the world coca cola company, 20062011. The coca cola brand is globally valued and recognized.
Moreover, we can say that the brand image, beverages. Further, the implementation of contingency plans regarding the risks associated with coca cola is also discussed. 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. Dec 12, 20 a successful story regarding the implementation of sap bi in coca cola company. 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. Coca cola is a usbased beverage company headquartered in atlanta, georgia. While the business of cocacola does not involve traditional unethical subjects, some could argue that now, with the information available at the moment, being involved in a. Corporate level strategy coca cola company is now the largest soft drink company in the world. The coca cola company has an organizational design which is divided into two operational groups namely bottling. The cocacola company offers full transparency about diversity and inclusion, corporate governance and more. Strategic change is the transition that results from the implementation of organization. In addition, when the coca cola company started, it was selling soft drinks only but later the company. Strategic marketing plan for cocacola 2016 technical report pdf available april 2016 with 121,80. This paper seeks to examine its strategic process and growth stategy that could account for this trendy growth.
It has its headquarters in atlanta, georgia and well developed systems, procedures and tools that align it to the structure in place to enable it cope with ever increasing competitive world. Coca cola has more than 3000 products in over 200 countries of the beverage brands with core focus on brand of coca cola, diet coke, coke zero, sprite and fanta. Company evaluation the coca cola company is the leading supplier of nonalcoholic beverages in the world. The success of the cocacola company revolves around five main factors. This study empirically examined the marketing strategies in cocacola. In 1889, asa candler first bought the coca cola brand and formula and later incorporated the company in 1892. An example for such successful implementation of marketing strategy is coca. This is an achievement that forms the foundation for much of the companys success.
We could say that the company has detailed implementation plan when conducting. Essay corporate level strategy coke cola case 3169 words. In india they have captured even the rural market by extensive distribution. Coca cola company, he inherited a host of troubles. Strategy implementation at the coca cola company 2 strategy implementation at the coca cola company executive summary coca cola ought to have strong organizational components that have facilitated its dominance in the world beverage market for many years. Coca cola strategy formulation free download as powerpoint presentation. If you continue browsing the site, you agree to the use of cookies on this website. 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. Next chapter focuses on the task of external analysis of soft drink industry and its role in strategy formulation. Nov 09, 2019 the coca cola company is a leading multinational company in manufacture, distribution, and marketing of nonalcoholic beverages.
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. Although the company receives substitute threats from other firms such as pepsi, it still manages to achieve the set targets and their vision. Pass it back supplier toolkit the cocacola company. The company is most wellknown for its soft drink, coke. Cce is the sole licensed operator for products of the cocacola company in belgium.
The coca cola company has operations in over 200 countries worldwide. Cce is the leading western european marketer, producer, and distributor of nonalcoholic beverages and one of the worlds largest independent cocacola bottlers. Here, different types of strategy analysis tools have been used and we try to find. Ko advantages coca cola pursues a differentiation strategy, and has built its company around the pursuit of this strategy.
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