Case Study Of The Coca-Cola Company

Another important weakness is that the company’s products are seen as a major cause of obesity. (Melser, 2013) The beverage sales are affected by various factors including change in trends and preferences. Recently, beverage sales have fallen because of people’s increased preference for the health drinks. Around the world, obesity is a major problem and the Coca Cola products are seen as a major cause of obesity. As people are getting health conscious they are moving towards low calorie healthy drinks. This affects coca cola’s profitability and popularity. However, the brand can overcome this situation by increasing the number of low calorie products in its brand portfolio. It will need to add more healthy choices for its customers in its product portfolio.

It is clear that Coca-Cola leads the competition in terms of quality and popularity with competition from both direct and indirect companies such as Pepsi who are their main competitors but indirect companies include Tropicana & Innocent smoothies. As these are its indirect companies competing against them in the opposite and more healthy market which means Coca-Cola brand image is being damaged as it’s indirect company competition is showing them up in terms of healthy imagery as they promote to consumers healthy living whereas on the other hand Coca-Cola is known to cause the opposite of what innocent smoothies do for its consumers.

The Coca-a-Cola company is huge and is involved in many different environmentally friendly programs. One of which is how they are giving back locally by providing clean water to less fortunate areas.

The Coca-Cola Company was created in Atlanta, Georgia, in the year 1886. The company is considered to be number one non-alcoholic beverage company in the world. It is leading in marketing, distributing an manufacturing its product which is the concentrate and syrup. Both the concentrate and syrup are sold to bottling companies for final product and packaging to consumers. Coca-Cola company has a wide range of products of about 500 different beverage brands around the world. In the early 1920 the company started its path of globalization, and now operating in more than 200 countries. Together with the bottling companies Coca-Cola has created the best production and distribution system worldwide. The employees are very involved

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.

Founded by John S. Pemberton in Antlanta, Georgia, United States, the Coca-Cola Company had created a great impact in the world history. By manufacturing carbonated drinks and drinking water, the company had secured partnerships with different bottling operations around the globe, mostly from Latin America and Asia, having the Coca-Cola FEMSA, Inc. as one of their largest franchise partners. In 1912, it had expanded its business in Asia, for the first time, by starting a bottling industry in the Philippines (Chong, 2013).

“Coca Cola, a company formed by John Stith Pemberton, a pharmacist, is an American multi-national company, which was started in 1886, and headquartered in Atlanta, Georgia.” [Coca-Cola]”The company has over 130,600 employees working across more than 200 countries.”[Sharon Bailey]

Stakeholder engagement and dialogue are imperative to successfully solving any issue that a company may incur in its operations or other processes. Without engagement and dialogue with stakeholders, a company may miss valuable insight into how to approach an issue and may also alienate stakeholders who are essential to the success of the business. Through stakeholder dialogue and engagement, a company can find common ground with stakeholders and implement solutions that benefit all involved (Lawrence & Weber, 2014.) Furthermore, stakeholders can also aid a company in assessing the pulse of the people within the communities that they serve and assist with finding solutions to issues (Lawrence & Weber, 2014.) The Coca-Cola Company (TCCC) had to engage its stakeholders to address the issue of its use of water in the communities in which it operated. Through this process of engagement and dialogue, TCCC was able to implement a plan that addressed the concerns of the stakeholders, world leaders, and community members while still adhering to the company's water needs.

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.

Coca-Cola Enterprises bottles 30 million bottles of Coke every day and delivers to 7 European countries. The company aims to serve the needs of the customer and they decided to improve this service through Salesforce. Coca-Cola Enterprises connects their customers to the business from the various countries they provide to. Some of the products the company uses are the Sales Cloud, the Service Cloud, App Cloud and Chatter.

The current Senior Vice President of Coca-Cola and Chief of Coca-Cola’s current marketing/Growth team is Francisco Crespo. (14) He has been with the Coca-Cola company for twenty-eight years and he leads the company’s integrated global marketing, corporate strategy, and customer and commercial leadership teams. Crespo’s clear objective to his teams is to increase Coca-Cola’s global presence. He previously served as president of Coca-Cola’s Mexico business unit based in Mexico City.

Since its creation in 1886, Coca Cola has had steadily increasing sales year after year making Coca Cola not only a house hold name but making them the largest soda manufacturer in the world. Recently though they have seen a decrease in sales. In the past five years Coca Cola’s yearly sales revenues have been consistently in between 40 to 50 billion dollars. Beginning in 2011 with 46.77 billion, reaching its peak in 2012 with 48.07 billion and steadily declining in the following years with 46.7 in 2013, 45.93 in 2014, and 43.65 in 2015. “Over the last 20 years, sales of full-calorie soda in the United States have plummeted by more than 25 percent. Soda consumption, which rocketed from the 1960s through 1990s, is now experiencing a serious and sustained decline” (Sanger-Katz, 2015). The main reason for this decline in sales are health concerns. People are becoming more health conscious and are trading sodas for healthier alternatives. Even the sales of diet sodas are taking a hit with many people concerned with the consumption of artificial sweeteners. As a way to appeal to those health conscious individuals Coca Cola began producing healthier alternatives to their beloved sodas such as teas, sports drinks, flavored waters, and products containing real sugar instead of high fructose corn syrup. They also began making smaller servings such as mini cans and bottles which appeals to those who want to cut down on their soda intake. Another reason for the decline in sales is the

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.

In order for a community project to be successful, companies must engage with their communities. Coca-Cola representatives’ travel to the communities they serve, but typically the NGOs running the program on behalf of Coca-Cola do most of the interaction with the communities. Coca-Cola has strong relationships with the World Wildlife

Coca- Cola is a widely recognized brand due to their effective marketing strategies. In 1946, Coca-Cola ads focused on associating its brand within the American Dream lifestyle. They did this by placing Coke directly within a happy family setting that exuded leisure and represented opportunity. This 1946 ad was a model showing the goal of the American Dream and the important position Coke held within achieving this goal. However, in 2013 Coca-Cola ads switched their focus to becoming a more health conscious brand. This 2013 ad reflected how our current generation was under greater pressure and plagued with poor health choices. In the ad, Coke helped people recognize the importance of enjoying life by taking a break from their high stress schedule. It also featured Coke Zero, which is a healthier option that addresses our current health problems and provides a solution. Both ads show how the standards of a “good life” have changed. In the 1940’s, people gave importance to achieving the American Dream lifestyle, whereas in the 2000’s, we are defining a “good life” as simply being healthy and happy.