Case Study Of Coca Cola

The one central mistake in Coca-Cola's decision to change the formula was maximization. When Goizueta became chairman in 1981, he was determined to be the chairman of change. His aggressive attitude helped reinvigorate what had become a sluggish company. Goizueta started shattering tradition early in his tenure. Putting the sacred Coke name on a new product for the first time, he had introduced diet Coke in 1982 followed by another new product Cherry Coke in early 1985. (Bastedo & Davis, 1993) Goizueta had moved the company aggressively and successfully into new fields, buying Columbia Pictures in 1982. (Bastedo & Davis, 1993) Goizueta and the other executives were getting caught up in the success of their previous changes and decided to make one grand decisive move to recapture the soft-drink market they were losing to Pepsi.

Coca-Cola was having difficulty distributing product to different area of Africa with no roads. In

From the late 1800s until today, the Coca-Cola’s brand has evolved into a top contender in the beverage industry, which ignited the “cola wars” with the company’s top competition PepsiCo. with Coca-Cola controlling 45 percent of the global soft drink market; Coca-Cola’s most famous brands include: Coke, Diet Coke, Sprite, Powerade, Dasani water and Fanta with Coke, Diet Coke, Sprite and Fanta being four of the top five leading soft drinks. At the peak of Coca-Cola’s reign, an estimated $1 billion of their products were consumed daily. In 2006, Coca-Cola lost it’s top position to PepsiCo. due to their competitors diverse strategy to include snack foods in their product line. As a result, Coca-Cola’s reputation was in jeopardy. Although Coca-Cola takes pride in its social responsibility by offering educational opportunities and learning tools to the youth and graduates, environmental conservation efforts and charitable donations for HIV/AIDS research, the company has encountered a stream of ethical dilemmas. Coca-Cola’s ethical dilemmas include: contaminated products, antitrust violations, racial discrimination suits, fraud accusations, manipulating marketing and financial statements, anti-union tactic allegations, ‘strong-arming’ distributors and channel surfing. This misconduct has severely affected Coca-Cola’s reputation with its shareholders. Although Coca-Cola has set a strong standard of accountability and is reinforcing the integrity that once fueled the company, their

The Coca Cola industry is a vibrant model that started in 1886 by John Styth Pemberton who was a pharmacist in Atlanta, which is the capital; headquarter for the Coca Cola Company. It is the world’s primary manufacturer of non-alcoholic beverage and operates on a global scale across over 200 countries worldwide with over 500 brands. The company is widely recognized by 94% of the world’s population (coca cola Company.com). Coca Cola is largely successful, has become the iconic beverage of the American culture, is ranked number three in the world, and is regard as “happiness in a bottle worldwide (bestglobalbrand.com) The company post revenue of 5.37 billion dollars with a 2% rise in the North American market (NBC.com). This report will therefore examine many different aspect of the Coca Cola company which as allow them to become the beverage and brand of choice worldwide.

The history of Coca Cola began in 1886 when Dr. John S Pemberton, an Atlanta pharmacist created a tasty soft drink which could sell at soda fountains. Since then, Coca Cola grew to be a global brand and touched great heights. Today, it sells across 200 countries and is just as popular across all the markets and nations. The company today, owns or licenses and markets more than 500 non alcoholic beverage brands. The brand has only few major competitors in the global market. The daily servings of coca cola are estimated to be at 1.9 billion globally. (Coca-Colahellenic, n.d.) This is just another proof of the popularity of the brand which has a very large and diversified

The following is a case study referring to two major soft drink organizations. These two major organizations have been popular throughout their life time. But before getting into all of that first let 's have a background to both of the companies so let 's begin with PepsiCo. It began with the merger of Pepsi-Cola and Frito-lay. Caleb Bradham was the creator of PepsiCo. Donald M. Kendall, former president and CEO of PepsiCo, he was the present and also chief executive officer. Another huge announcement that PepsiCo had was acquiring Quaker Oats, so PepsiCo would gain access to Gatorade and control 83.6 percent of the sport drink market. PepsiCo would control around 33 percent of the U.S. uncarbonate-beverage. Now giving the background to Coca-Cola their annual sales were around 20.5 billion, and market value reached 110.1 billion. The company was the largest manufacturer and distributed, and marketer of soft-drink concentrate and syrups. One of the main reasons for this was the company 's strategy of spinning off its bottling operations to avoid consolidation on is balance sheet.

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

focused not only to purchase but to consume the product. Marketing in the 1980’s for PepsiCo

A way of gaining support across countries, Coca Cola developed, “Coca-Cola’s shaping a better future grant challenge”, which promotes innovative approaches that would bring positive change to the community around them. Coca Colas purpose for this program is to motivate young leaders to act on a social issue and bring change. As these individuals witness the social and cultural struggles that are breaking their communities apart. Those willing to take the challenge to help restore the community and its happiness, Coca cola is ready to back them up and be a part of the change. They will help “global shapers” get the resources necessary to accomplish the change they envision. Coca Cola’s take away from this is to spread the project of these global shapers all across communities facing similar struggles. Recent winners of the grant brought solar lighting to schools in Kenya, provided lifesaving technology for hospital patients

Pepsi-Cola is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1903, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, and Pepsi Ice Cucumber in Japan .Pepsi cola is situated is an Industry that is dominator by two Competitors Coca

Since the 1990’s Coca-Cola has been involved in some scandalous and very unethical activities in areas such as product safety, anticompetitiveness, racial discrimination, channel stuffing, distributor conflicts, intimidation tactics, pollution, depletion of natural resources, and health concerns (Ferrell, Fraedrich, & Farrell, 2015). According to the case study, they have been named in multiple law suits; some which resulted in out of court private settlements, others in a court battle and still others that remain unresolved at this time (Ferrell, Fraedrich, & Farrell, 2015). By all accounts, Coca Cola has made attempts to resolve all complaints and issues but sometimes their technique was not what many thought it should be. Even with a history of troubles, Coca Cola remains one of the most recognized brand names in the world. In the south, if you ask someone what they want to drink they will most likely say a “coke”; one must understand that this could actually mean any of a dozen different carbonated soft drinks because everything is a “coke”. They are well known for their savvy marketing and a reputation for quality (Farrell, Fraedrich, & Farrell, 2016).

In the 1980s, under CEO Roberto Goizueta, Coca-Cola was a global brand with a growing presence in global-emerging markets like Europe, Russia, and South East Asia. It beat back its main rival Pepsi to be a leader in the carbonated beverage market with a 70% market share. During the 1990s however, under new CEO M. Douglas Ivester, the company’s market share started declining due to political (regulatory), economic, social (consumer), and technological (operations) challenges in the marketplace.

In Pakistan the coke segments more in urban and suburban areas as compare to rural.

1.) Why do companies like Pepsi need to globalize? What are the various ways in which foreign companies can enter a foreign market? What hurdles and problems did Pepsi Face when it tried to enter India during the 1980s?

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.