Business Level Strategy of Coca Cola

The story of one of the biggest marketing blunders in history, is a story of false hubris, desperation, and driving ambition. Made by one of the largest corporations in the world. The creators of a product on the forefront of the American consciousness. As intertwined into American culture as baseball, apple pie, and Thanksgiving dinner. That product of course was Coca Cola, the formula of which had remained unchanged close to 100 years. Since its creation by Atlanta pharmacist John Pemberton in 1885 as a topical remedy marketed as a cure from ailments such as stomach pains, headaches, and even impotence, Coca Cola had grown into the number one drink in America.

When thinking of what makes a successful advertisement, many would agree that the most successful brands adapt to the society and trends around them. Similar to everything else in our world, advertisements continue to change year after year and era after era. When thinking of common brands with impressive advertisements and campaigns, Coca-Cola is one that we are introduced to at a young age. Coke has been advertising their brand for over one hundred years. This brand continues to relate to many consumers by modifying and creating advertisement campaigns, which relate to current trends. Two advertisements in particular test the theory of how as era’s progress what was once seen as competitive relationship is now a budding romance and popular marketing strategy.

Corporate level strategy is best described as an organization making internal changes to differentiate themselves from their competition. Evolving internally allows a company to develop competitive advantages over their competitors along with allowing the company to decipher what makes them unique. Internal changes can include but are not limited to creating a proprietary product or process, reducing costs, and partnering with other organizations. What makes a company unique is more formally referred to as core competency. Together, obtaining core competencies and competitive advantages can elevate an organization and create

Coca Cola and Pepsi are the brands with the highest brand equities. Both, Coca Cola and Pepsi have gone through the highs and lows of their business to reach that position. Coca Cola’s marketing has been changing over time with more and more products being added every day, while Pepsi has implemented several smart marketing strategies to improve its turnover and profits. So, let’s see what were the marketing strategies implemented by Coca Cola and Pepsi.

In its promotional activities, Coca Cola always doing creative approaches through a variety of promotional methods. Moreover, that still exist and are relevant to consumers who are young adults, Coca Cola has always melakukkan rejuvenation products through

The Coca-Cola Bottling Company holds true to their values and strategy, thus creating more value within their brand. Business level strategy implements new products that embodies a fun and sociable atmosphere amongst family members and friends. This ambitious quality in a company is what pushes them past the threshold of complacency to move their product. One way they were able manage their brand globally was by using intense advertisements. Adding to their already famous and highly desired beverage, a business level strategy was instituted to add flavors to their cola product. By adding Cherry Coke and Vanilla Coke to their products, they satisfied the taste buds of millions upon millions of consumers here and abroad. Having the corporate level strategy makes the corporation thrive in the global market. It is also viewed as staying relevant or competitive, by developing more products that would best serve everyone who enjoys their product.

Coca Cola has differentiated its product and services that are valued by its customer. Its product are based on customer’s preferences, with affordable price and made easily accessible.

Coca-Cola has been a complex part of world culture for a very long time. The product’s image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola’s greatest strengths. “Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment” (Allen, 1995).

Coca-Cola is the largest non-alcohol beverage manufacturer in the world, which holds approximate 43% market share. The firm is also ranked in top 20 in the Fortune 500 in terms of the largest capital with over 100 billion dollars in assets. John Stith Pemberton is the founder of the firm, which is headquartered in Atlanta, Georgia. During its 100 years of history, Coca-Cola has grown its businesses substantially in the globe. Currently, the firm presents over 160 countries, including China, India, Japan, and South East Asia countries. The main objectives of the firm that is it can serve its products to all consumers in the globe, and expands its businesses to the majority of strategic regions. In order to grow and expand its present to the other major markets, Coca-Cola executes its marketing strategies based on three different categories, including price, place, partnerships, and core products. These marketing methods have supported Coca-Cola to sustain, and grow in the soft drink industry.

Shopper shifts toward being more wellbeing cognizant have influenced the drink part the most unsafe one for an organization that has customarily harvested the greater part of its volume and benefit from the chestnut fizzy beverage is the way that the country is turned out to be more wellbeing and weight-cognizant (O'Neill, 2015).

It is vital for an organisation to examine and make changes based on internal and external factors that affect its performance because if there is anything that is steadfast and unchanging it is change itself. Change is inevitable in an organisation. So let us identify COCA-COLA’s strength and weaknesses a SWOT analysis which stands for strength, weaknesses, opportunity and threats.

Strategy is the set of decisions and actions to achieve an organisation’s goal for a longer term basis. Strategic managers always go for long term planning as they target the ‘big picture’ which is also the execution of the strategies for QBL. A perfect example is for the company to create a brand strategy and market it, to entertain consumers because high prices bring profit for limited days- advantages of innovation. The mautiian beverages market is very competitive and includes soft drinks like Coca -Cola, Eski (a local brand) and also energy drinks, non-carbonated drinks. During Christmas, our main competitor, Coca Cola take come along with a new wraparound labels on their PET bottles with Santa Claus picture; whilst Pepsi displays regularly image of pop music & football stars. However, I’m of opinion, that we should plan something for long term like special flavoured drinks for occasions.

Coca Cola has settled on numerous pricing choices yet there is doubtlessly their definitive objective to amplify shareholder esteem. Hence, Coca Cola uses lower value point to infiltrate new markets that are particularly delicate to cost. Coca Cola does that to face the opposition and to raise brand mindfulness among the populace. When it is firmly executed, it re positions itself as a premium contrasted with various contenders. The brand has a picture of acquiring impalpable advantage way of life, gathering association, snippet of bliss & satisfaction. However the advertising technique still concentrates on a reasonable pleasure in life (Coca-Cola Company

Strategic planning is an essential component in the growth and development of any business entity with the aim of enhancing its financial resources while reducing the cost of distribution and manufacturing of the products. Coca-Cola Company, UK, is one of the major players towards the development of the economy. This company focuses on the manufacturing and distribution of soft drinks and other relevant beverages. In the execution of this research project, the focus will be on the Coca-Cola Company-UK with the aim of understanding how to adopt and implement strategies in the context of the organization. Coca-Cola Company-UK focuses on the accomplishment of three critical missions: refreshing the world, creation of value and being the difference, and provision of inspirational moments in relation to happiness and optimism. In order to achieve these missions, the organization has to inculcate quality strategies towards the achievement of the competitive advantage thus fighting stiff competition within the industry of operation (Data Monitor, 2011).

We take this opportunity to express our gratitude towards Mr. Sanjay Sharan, Department of Marketing, IBS, Hyderabad. We are indebted to him for the expertise and invaluable guidance we have received while working on this project.