Table of Contents
Executive Summary i
Financial Overview 1
Table 1: The Coca Cola Company 5-year Financial Overview 1
Current Market Situation 2
Market Description 2
Product Review 2
Table 2: Coke Zero Nutritional Facts 2
Competitive Review 3
Table 3: Competitor Review 3
Channels and Logistics Review 3
S.W.O.T Analysis 4
Table 4: The Coca Cola Company S.W.O.T. Analysis 4
Strengths 4
Weaknesses 5
Opportunities 5
Threats 5
Objectives and Issues 6
First Year Objectives 6
Second Year Objectives 6 Issues 6
Marketing Strategy 7
Product 7
Price 7
Place 7
Promotion 8
Position 8
Marketing Communication Strategy 8
Marketing Research 9
Action Programs 9
3rd Quarter 9
4th Quarter 10
Budgets 10
Table 5: Marketing Budget for Coke Zero 11
Controls 12
Works Cited 13
Executive Summary
The Coca-Cola Company (TCCC) is a beverage company that manufactures, distributes, markets and sells various nonalcoholic beverages worldwide. In order to remain competitive within the industry, The Coca-Cola Company introduced a new product that penetrates a new segment in the beverage market, the Diet Cola market. The introduction of Coke Zero will continue to strengthen TCCC’s competiveness within the industry. However in order for Coke Zero to penetrate the market and maintain its status as a leader in the diet cola market, it must remain competitive and establish a strong brand within consumers’ minds. Coke Zero is an unique product that offers the original taste of Coca-Cola while
The next stage is a stage of providing the actual change actions. Here, the company has chosen a new CEO and President, Douglas Daft, who was an opposite of Ivestor. Daft was a delegator, who wanted to turn Coca-Cola to a most desired company by employees in the world. He also saw a company as a head of the class, when speaking about diversity of workforce and business. Daft was fast in his actions. He has put Ware on the position of Vice-President for Global Public Affairs, as he was concerned about diversity issues in the company as well. They applied Ware’s suggestions about supporting the diversity from the top-executives and tying compensation increases to the achievement of diversity goals. On this stage, the U.S. District Court for the Northern District of Georgia approved the Settlement Agreement, which was used to non-hourly U.S.-based workers of the company, excluding its bottlers and called for pay-back to employees, future pay equity and equal employment opportunity. Task Force was created to provide an independent supervision of company’s compliance and was reporting on implementation of these programs. On this stage, Coca-Cola learned a lot about its past mistakes and provided dozens of changes to its policies and procedures. As it is not possible to change a whole organization in a short-time period, Coca-Cola was implementing changes during the next decade after a lawsuit and even created a document, called “Manifesto of
The analysis of a company's financial statements helps in the determination of both the weaknesses and strengths of the concerned entity. Further, such an analysis helps in the determination of the future viability of firms. There are a wide range of techniques utilized in the analysis of financial statements. In that regard, it is important to note that the relevance of a horizontal, vertical as well as ratio analysis of a company's financial statements cannot be overstated. This is more so the case when it comes to the interpretation of the various dollar amounts presented in both the balance sheet and the income statement. In this text, I carry out a horizontal, vertical as well as ratio analysis of both The Coca-Cola Company and PepsiCo, Inc. The analysis' results will be critical in the evaluation of each company's performance. Findings will be used as a basis for recommendations on how each company can improve its financial status.
Coca Cola was born in the laboratory of Dr. John Pemberton in May 1886 in Atlanta, Georgia. Coca-Cola's own name was made by Frank Robinson. And marketed for the first time with an ad of banners with the inscription of oil paints labeled "drink Coca Cola". Although it was the title of "brand of the century", Frank Robison had experienced a loss in sales. Coca Cola formula then bought by Asa Chandler in 1892 that heavily promoting senhingga experiencing huge profits. Coca cola increasingly global sales thanks to independent bottling firms with licenses to other countries and this is maintained until now.
The Coca-Cola Company is one of the largest beverage companies around the world with 128 years history and more than 500 brands including Coca-Cola, Diet Coke, Fanta, Sprite and so on. Among these brands, the product “Coca-Cola” recognizes the Company better known around the world. Now Coca Cola are sold in more than 200 countries. The main headquarter of Coca-Cola locate in Atlanta, Georgia, United States. The current CEO of Coca-Cola is Muhtar Kent. According to the 2014 annual financial report, the Coca-Cola Company got $45.998 billion revenue and its decrease 1.83% than last year. The Coca-Cola Company got $7.098 billion profit by the 2014 annual report and it is also 17.31% decrease than last year’s profit.
The Coca Cola Company is the world’s leading owner and marketer of nonalcoholic beverage brands. In order to achieve long-term sustainable growth they look at their brands, financial strength, unrivaled distribution system, global reach, and a strong commitment by management and associates worldwide. The company focuses on inspiring their employees, satisfying customer desires, nurturing partners, making a global difference, maximizing returns to shareowners, and managing for overall effectiveness. The financial statement that the Coca Cola Company provides shows their strong leadership by the data they present. By discussions held in class it allows us to analyze the following
The multinational company that I have chosen is Coca Cola Company since it is a very popular brand and has been serving its customers for more then 10 decades and even after so many years its popularity seems to be increasing day by day which itself speaks about the company's remarkable performance. The Coca Cola Company is an American multinational corporation and manufacturer, retailer and marketer of the nonalcoholic beverage concentrates and syrups (Wright, 1999). It came into existence in 1886 and was invented in Columbus, Georgia by John Stith Pemberton. The current statistics of the company shows that it is currently operating in over 200 countries offering its customers over 500 brands with each day serving of more then 1.7 billion (Charles W. L. Hill, Essentials of Strategic Management, 2012). .Further more the Coca Cola Company is alone responsible for the 78% of the total gallon sales of all the beverages sold worldwide. The company is listed in New York Sock Exchange and is very popular in most of the countries especially United States of America, which alone consumes 47% of the total gallons, sold worldwide (Zurkuhlen & Meeker, 1987). The company headquarter is located in Atlanta, Georgia, United States of America and its current chief executive and chairman is Muhtar Kent (Charles W. L. Hill, Strategic Management Theory: An Integrated Approach, 2012).
Conglomerate Coca-Cola is a company that prides itself on being the world’s largest beverage company, and one who embodies the cross borders concept of international business by being recognised by no less than 94% of the world’s population is an undoubted success story. However, the company is not immune to the various political, economic, social and technological factors (PEST) that can affect their international operations and, in turn, the future development of the firm.
History "Coca-Cola enterprises Incorporated, employees 66,199 operates, 444 facilities, 47,235 vehicles, 1.9 million pieces of cold drink equipment and sold 3.8billion unit cases in 46 states in the united states, all 10 provinces of Canada and portions of Europe including Belgium, France, Great Britain, Luxembourg and the Netherlands" (Coca-Cola facts 99). An, Atlanta Pharmacist Dr. John Slyth Pemberton founded Coca-Cola on May 8, 1886. The carmel colored ingredients, Coca leaves and kola nuts. Later the drink was striped of narcotics. The drink was first designed as a drug that will help people feel better. Pemberton sold his new drink for 5 cents a glass. Some time later carbonated water was added to
The Coca-Cola Company is an American historical multinational, and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America. The Coca-Cola Company is home to 20 billion-dollar-brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Coke manages seven main operating segments (most of them geographically-based), including: Eurasia and Africa; Europe; Latin America; North America; Asia Pacific; Bottling Investments; and Corporate. The North America operating
PepsiCo and Coca-Cola are fierce competitors and according to their financial statements they are both healthy companies. Therefore I would invest in Coca-Cola if I had to make the decision because it has higher income, a stronger long-term debt to networking capital ratio, steadily rising net income per common share, and a climbing and high solvency ratio. PepsiCo still shows healthy growth and outperforms Coca-Cola in many areas. I will conduct a financial analysis of Coca-Cola and PepsiCo to identify their strengths and weaknesses, ultimately deciding which one is worth the investment.
The Coca-Cola beverage, produced by the Coca-Cola company of Atlanta, Georgia is sold in more than 200 countries. The Company produces the coca-cola (otherwise called Coke) beverage which is then distributed to licensed international Coca-Cola bottlers. The bottlers hold exclusive contract with Coke and produce the complete Coke before they distribute, market, and sell it. The bottlers include Coca-Cola Enterprises which is the largest Coca-Cola bottling company in N. America ("Brand Fact Sheet". Coca-Cola official website).
In this essay, we will be talking about Coca-Cola company, so let's firstly briefly describe it. Basically, it is a carbonated soft drink which it sold almost everywhere in this world, places such as, local stores, restaurants or even any vending machines, in airports for example. These drinks are produced by the company Coca Cola Atlanta Georgia, but among all of us we call it just a Coke. I would like to mention that Coca Cola has registered it's trademark in the United States of America in March 27, 1944. A person called John Pemberton has invented it originally as a patent medicine in the nineteenth century, however later on a businessman Asa Griggs Candler has bought this company from John.
produces syrup concentrate, which is then sold to various bottlers throughout the world who hold
The soft drinks market is dominated by 3 household Coca Cola, PepsiCo and Dr Pepper Snapple. Coke Zero is successful because it was carried to new category – sugar free coke and be first to get into the prospect’s mind. It is filled a need for an underserved consumer -- young adult males, offering to anyone seeking great Coca Cola taste with zero calories. In a world where new products rise and
On this specific case point, we learned that one of the keys for success at Coca-Cola has been the capacity for adaptation, marketing strategies, and implementation of new technologies. Coca-Cola has benefited from technological improvement such as those in the transportation field making its product present in markets that were not accessible as before. It is clear that the company has a clear global presence and it has a big share of the market for “soft” drinks thanks to its particular marketing strategies and advertisement.