Case Study Of Coca-Cola Enterprises

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.

The Coca Cola Company is very cautious and responsive to change; they act with urgency and have the courage to discourse when needed to work more efficiently. Coke’s focus is to administer its system assets to build values and rewards for the people who take risks by finding better ways to solve problems. Coca Cola Company feels they are accountable for their actions and inactions and hence answerable to the people. They learn from their outcomes and understand what works or what doesn’t for them.

The company spends about 20% of its budget on advertisement so that it could maintain and communicating their differentiation strategy (Macin). Coca Cola also uses its logo to set it apart from their competitors. The use their red colored cans as a tool to be unique. These tools have been used for years unchanged.

During 1985 the Coca-Cola Company instituted a transformation of their flagship brand, thereby altering a formula principally contributing to a remarkable success story approximately one hundred years in the making. Conspicuous erosion of market share to rival Pepsi gravely concerned company executives on account of potential backlashes associated with exclusivity agreements coming out of the restaurant and vending industries. Now those contracts hung in the balance and were becoming particularly ominous. Moreover, losing out to their rival might mean imperiling en masse renewals of agreements going forward. A change in Coke's recipe would inevitably jettison an indomitable formula remaining unchanged for a century and had spawned a global enterprise. Could this create additional concerns for Coca-Cola Company's marketing and sales executives? In other respects and considering Coke the preeminent brand on the planet, could management have overlooked valuable intangible assets such as brand loyalty and goodwill cultivated over the decades? Be that as it may, development of a contemporary formula demonstrating an empirical preference over both present-day Coke and Pepsi began in earnest.

The Coca Cola Company was introduced in 1886 by John Stith Pemberton in Columbus, Georgia. It is an American Multinational Beverage Corporation and manufacturer, retailer and marketer of non-alcoholic beverage drinks and syrups. The Coca Cola head -quarters is based in Atlanta Georgia. The company’s main product is recognized worldwide as Coca Cola. Its formula and brand was purchased in 1889 by Asa Griggs Candler who had incorporated The Coca-Cola Company in 1892. History proves that Coca-Cola have had many acquisitions in order for them to branch out and become market leaders in different areas throughout the world buying up the local popular beverage and replacing them with their own product thus creating a new profit in a new area. (Cola, 2014)

Coca-Cola is a carbonated soft drink. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by business man Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

A brand is recognised when a good quality product is produced, promoted and sold giving excellent satisfaction to consumer. With intensified competition in the market, building and maintaining a strong brand is extremely crucial. Brands go through their individual life cycles and brands that represent quality and esteem are able to maintain their position in the market. One of such brand is The Coca Cola Enterprise. The Coca Cola Enterprise is definitely a brand to look up to being the world’s largest beverage company and marketing over 500 non alcoholic beverage brands. The company has been in the market since 1886 that is for 128years now. It owns and markets four of the world top five non alcoholic drink brands which include Coca Cola, Diet Coke, Fanta and Sprite. How has Coca Cola been able to be at the top for such a long time? The answer is because of its excellent brand communication and service quality.

In the year 2001, the international labor rights funds as well the steelworkers union took coca cola to federal court. The two unions also sued two others bottlers Pan-American Beverages, Inc. as well as Bebidas Alimentos. The charges were against the torture and murder of Sinaltrainal leaders who were the representatives of workers in the bottler 's company. Accompanied in the lawsuit were also survivors of the alleged murders and who had been hired. The survivors claimed that contracted security forces top carry out the tactical killings of the bottler’s leaders.

Cola has been around for ages. In technical terms, there is not a need of cola yet so many people find themselves drinking it every day. Globally, but especially in the U.S., there is a very big want of Coca-Cola and its affiliate products. They are a huge company with a lot of financial benefits backing up their name. Any place you go to whether it is out to eat or an amusement park, you find yourself asking if they have Coke or Pepsi products. And a majority of the time, you tend to hear that they have Coke products because they have more control of the market.

In this project I will do a detail study of Coca Cola Company. I will study about the market value of Coca Cola and how sustainable the Coca Cola Company is for the people. I will highlight the issues which are faced by Coca Cola and describe the business cycle of the company. I will mention all the strength and capabilities of Coca Cola in coming years.

Coca-Cola Company was and is able to keep its name and a good position because no matter where they sell the soft drink, it always tests the same. The use of technology and information has made the task easier, there is no doubt that Coca-Cola has been taking advantage of Management Information Systems. Haag explains that people can use technologies to work with information to reach the goals of a company. (p 5), the history of Coca-Cola is a good example of this concept.

The annual reports conducted in 2005 tells that the coca cola company sells beverage products in almost more than 200 countries worldwide, Serving almost 1.6 billion drinks every day in 2010. Also in 2010 coca cola was recorded the first brand to top £1 billion sale in annual grocery in uk.

Coca-Cola is serving whole economy as an individual and family company offering all wide variety of products for families and as on individual basis by targeting individual choices of target market and overall promotes healthy lifestyle. Coca-Cola products are not only having physical existence but are also connected with people’s memories, their thoughts. The company always come up

Coca-Cola is the largest blast distributor on the earth. Many people in the society we are living today are ignorant of the works of the company to the society and they only pay attention to the negative impacts of the company. The firm has experienced punitive disapproval in the most recent duo of months in which its experts are dealt with Guatemala. The important fountain of all the brutality is the specialist amalgamation. In 2001 it was prosecuted by merger workers in "Colombia" for coarseness against unionized authorities. In a statement at Coke 's yearly meeting of stakeholders in 2005, the association demanded, their group and our packaging accomplices have been blamed for collusion in the murder of uniting persons and

One of the hardest challenges a company can face is staying relevant. With so many new products arising in the market consumers have the choice today. The world of monopoly dwildling when it comes to product choices. Coca-Cola has faced many challenges in staying innovative in an ever changing market. There is influence from the tv ads, news reports, health studies, word of mouth and the internet to name a few. This paper will review the challenge of staying innovative for Coca-Cola and how they are becoming more mobile to overcome the challenges of staying in the top 5 of the most recognizable brand in the World. (Gaille, 2013) This paper will discuss innovation trending, being mobile, and the building block experimenting with marketing techniques to boost sales.