Coca Col A Global Leader

The Coca-Cola Company is America’s number one soda brand and has been consumer’s drink of choice for decades. Coca-Cola does not sell just for its great taste, but also for its effective marketing strategies and sustainability. According

It is a globalized product that gives the pleasure of refreshment during a break. Applying the SWOT analysis in Coke, among strengths that they have is being the world’s leading brand. Besides having strong brand recognition, they also have a leading brand value and a strong brand portfolio. The company owns four of the top five soft drink brands in the world which are Coca-Cola, Diet Coke, Sprite and Fanta. Strong brands allow the company to introduce brand extensions such as vanilla coke, cherry coke and coke with lemon. Over the years, the company has made large investments in brand promotions. Next strength is that they have a large scale of operations.  Coca-Cola is the largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world. The company currently sells its products in more than 200 countries. The company’s operations are supported by revenues from South East Asia, and strong infrastructure across the world. Among weaknesses they have is a negative publicity where The Coca-Cola Company has been involved in a number of controversies and lawsuits related to its relationship with human rights violations and other perceived unethical practices. The company produces products that are not considered “healthy”, the large portion of their beverages are high in sugar content, and as the world’s waistline keeps growing, people are going to

Coca-Cola is shifting its product strategy to develop healthy beverages. “Minnick’s ambitions, if they hold, would utterly redefine Coca-Cola’s image as a purveyor of sugar-laden junk that you should’ve give your kids” (Carvens & Piercy, 2009). Entering a healthy-beverage market segment can potentially improve as well as expand Coca-Cola image. The new market segment will reel in even more consumers for the company, only

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

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.

“Coca-Cola brands are available to consumers throughout the world. Today they account for 1.7 billion servings of all beverages consumed worldwide daily. Coca-Cola has the edge in the market and because they are first to capitalize on new consumer trends. They continue to focus on continuous operating improvements, and they are ever changing to meet market demands. Pepsi Co satisfies the needs of its customers with the wide variety of products offered. They also have the different type of beverage or snack and its brands can substitute for each other. Coco-Cola and Pepsi Co is known as the top 100 most valuable brands in the world.

Coca-Cola is able to market to a large and diverse amount of people by making relationships with any person that comes in contact with the product. Mustard Knet (Chief Operating Officer and President of the Coca-Cola Company), “developing cross-cultural relationships is the reason as to why we are the largest beverage company globally… and why almost 80% of our profits and revenues come from outside North America.

The brands of The Coca Cola Company represent some of the most popular beverage brands in the world. Coca cola is one of the best selling soft drink product on the market. It is sold in hundreds of countries around the world.

Coca Cola is the world’s most successful beverage. The first servings of coke were sold for 5 cents a glass. During the first year, sales averaged a modest 9 serving per day in Atlanta. Today, the daily serving of Coca Cola beverages are estimated at 1.9 billion globally. Coca- Cola originally was intended as patent medicine, which was invented in the late 19th Century by John Pemberton.

The company selected for this project is the Coca-Cola company. Coca-Cola is an internationally recognized brand that has been around for 125 plus years. While the company has had years of success with its signature soft drink Coke, consumers are becoming more health conscience with their beverage choices. With more research coming out about the effects of sugar and artificial ingredients on an individual’s overall health, Coca-Cola will continue to explore products that are low in sugar and natural. Howard Telford, Senior Beverage Analyst for Euromonitor, states that “Widespread changes in consumer consumption of soft drinks, seeking new healthier, functional and natural drinks – necessitate a companywide focus on the creation and

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.

Through intensive and detailed research, the soft drink company has sought to effectively acquire an insight in the lives of their target market vis-à-vis the youth. In this regard the marketing agency of the company was allowed to create an integrated marketing communications campaign that sort to increase both the consumption and brand health of coca cola classic. As of this day, coca cola is an internationally recognized soft drink company with great and ambitious plans to further grow the brand majority of the soft drinks in the coolers, and in vending machines. The brands include among others, sprite, fanta and so forth on a worldwide scale.

The company has also stated that their beverages compete in a segment of the commercial beverage industry which tends to be highly competitive and consists of numerous companies that are similar to Coca Cola which compete in multiple geographic areas, or businesses that are mainly regional or local in operations, which means that Coca Cola is competing with on a global scale with both local, regional, and global companies for a share of overall market segmentation (Source: Page 9 from Cocal Cola Financial Statement for

Coca-Cola has the widest portfolio in the nonalcoholic industry, comprising of 3500 different beverages and about 500 brands. More specifically, apart from the classic Coke, Coca-Cola has expanded into several other brands such as Sprite, Fuze and Fanta which have large market shares in their respective segments and generate huge profits for the company. Moreover, some of its products are available in several flavors and sizes. For example, Coke Diet is sold in 200ml, 500ml, 1-liter, 1.5-liter, 1.75 liter or 2-liter bottles in different versions such as Coke Diet caffeine-free, cherry, lemon and Splenda. This means that the company does not just try to cover the consumers’ thrust but it also

Coca Cola’s Company competes in the nonalcoholic beverages segment of the commercial beverages industry. Based on internally available data and a variety of industry sources, we believe that, in 2005, worldwide sales of Company products accounted for approximately 10 percent of total worldwide sales of nonalcoholic beverage products. The nonalcoholic beverages segment of the commercial beverages industry is highly competitive, consisting of numerous firms.