Coca-Cola Case Study the Global Strategy

4646 WordsFeb 8, 201319 Pages
Coca-Cola Case Study The Global Strategy Coca-Cola Case Study The Global Strategy Group B Group B Executive Summary Coca-Cola is currently at the leadership position in the beverage industry and it has been successful through its strong brand image, exceptional outsourcing strategies and efficient supply chain management. However, there are still some issues that Coca-Cola needs to solve. This report is segmented into three main parts. The first part discusses market position, market share and product through research. The second part focuses on the current issues, core competence and future plans of Coca-Cola. Recommendations are provided in the third part in order to resolve the issues brought up earlier and to provide…show more content…
For instance, Pepsi and Nestle are the main competitors of Coca-Cola. Furthermore, it is shown that Coca-Cola and Pepsi have accounted for half of the market share in the soft drink industry. Coca-Cola Company has developed over 3500 products and they have been sold in 200 countries around the world, such as Japan, Canada and China (Kumar 2012). Figure 1 Figure 1 indicates the global market share of Coca-Cola in 2010, and other best-selling beverages in the world. Based on the statistics, Coca-Cola's sales revenue accounted for more than a quarter of the global beverage market share, which was 25.9% and followed by Pepsi with 11.5% (Statista 2012). The other leading brands were Nestle and Suntory Holdings, which were 3% and 2.8% respectively (Statista 2012). However, the majority of the beverage market share was taken up by other small brands, which means there are some challenges and opportunities for market development. Compared with year 2009, Coca-Cola's market share has increased, due to the increment in the sales revenue, and 77% sales revenue comes from the international market (REUTERS 2010). To be more specific, Coca-Cola's sales revenue grew by 11% compared with last year in Pacific market, which was the highest increment in all markets. The second highest growth was in Latin American, the increase was up to 7%, which was still really high. However, the market share in North America

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