Global Strategic Management : Coca Cola

The company known as Coca-Cola today was started in September of 1919, but the first Coke brand was served as early as 1886. Since that time it has grown to be one of the most globally recognized brand names with a stock value of $167 billion. Coke’s plan has always been developed with the future in mind. Right away the company realized that it was more profitable to manufacture the concentrate used to make carbonated drinks than to bottle it. From that point on they saw the entire world, not simply the originating country, as their desired market. It seems only practical that the company should pursue this agenda until conquered then focus the effort on expanding into different product lines. This logical

In order to fight with the upcoming competitors, the Coca Cola Company needs to keep up with the changes in consumers’ preferences and lifestyle. Coca Cola Company should focus on producing variety of beverages that can cater different groups of consumers, for example, those who are weary of sugar intake and those who drink for the taste and does not mind the sugary sweetener. Most people are actually not aware of the other beverage offered by the company and they can only relate the company to a high sugar soft drink. By introducing new beverage or pushing their other beverages to get more recognition, they can satisfy more consumers’ needs.

Founded 129 years ago in 1886 by Dr. John Styth Pemberton, the Coca-Cola Company is a multinational corporation and producer, retailer, and distributor of nonalcoholic beverage. For over 20 years, it has been one of the biggest brands and is recognized by 94% of people all over the world. There are many factors that contribute to the success and reputation of Coca-Cola, the following essay will discuss briefly about how Coca-Cola dominates the beverage industry in the 21st Century.

Coca-Cola has sold more than one billion servings every day. More than 10,450 beverages are consumed every second. The company achieved earnings of $4,347,000,000 in 2003. It is present on all seven continents and is recognized by 94% of the world population. How did Coca-Cola grow from its humble roots as a home-brewed Georgia-based patent medicine to be the international soft drink powerhouse that it is today? Coca-Cola used numerous technologies to achieve its rise to the top of the soft drink industry, defining new technologies and establishing paradigms that popped the status quo like a cap from a soda bottle. Through technology, Coca-Cola perfected Coke as a beverage and spread it throughout the world. Even

Coca-Cola, or Coke, is a soft drink which is produced by Coca cola Company and it is carbonated. it had been invented within the late nineteenth century by John Pemberton and it is originally intended as patent medicine and was bought out by a businessman called Asa Griggs Candler, who led Coca-Cola to its dominance of the globe soft-drink market by his marketing techniques over the twentieth century. It’s name refers to two of its original ingredients, were kola nuts which is a source of caffeine and the leaves of coca. The current formula of Coca-Cola remains a trade secret. The Coca-Cola Company produces concentrate, although a variety of recipes and experimental recreations are published, which is sold to licensed Coca-Cola bottlers

Coca- Cola Company is US multinational beverage corporation, with 129 years of history. Coca Cola was recognized as 4th world’s most valuable brands and most valuable brand in beverage industry in 2014 according to Forbes magazine. Coca-Cola’s international market strategies are the classic example of successful Global Marketing Mix, which uses both standardization-adaptation strategic combinations to achieve bigger market shares all over the world. However in a big game there are always big players, and Coca Cola’s most fierce rivalry is Pepsi. Both of them control around 60% of global nonalcoholic beverages industry as well as they are present in more that 200 countries around the world. Coca Cola as long-term leader in the beverage market owns huge portfolio of 500 brands. So

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.

As the Coca Cola company has come a long way from advertising a few servings of sparkling drinks in a pharmacy, to a worldwide business. Coca Cola’s loyalty to remain at the front of the shifting public values in increasing their promotion tactics has confirmed to their plus. Without any confusion The Coca Cola Company has developed all the basics necessary to run a multimillion, worldwide venture and it refreshes all the people that come in contact their

Coca-Cola and PepsiCo compete at length with each other among an extensive list of other brands. A key concern for both of these companies in 2011 was their capability to market, produce, and distribute across national boundaries of a single nation. This concern has decreased as both companies were able to push though their limitations and were able to establish manufacturing plants in countries across the globe. (Coca Cola Company, 2011)

The political situation of a country affects its economic settings and economic environment affect the business performances. Coca-Cola sales are impacted by a set of economic factors that beyond are beyond the company’s control. These factors include the level of economic growth in the country and in the industry, tax rates and currency exchange rates, interest rates, labor costs and others. The global economic and financial crisis of 2007 – 2009 is a relevant example of an economic factor that greatly impacted the majority of businesses around the globe. However, the crisis has impacted Coca-Cola to a lesser extent compared to many other businesses. Its’ operating margin remained at industry-front 22% despite the crisis, although dividend yield was reduced to 2.6 % Quarts. (Timmons, H. (2014). Economic factors relate to goods, services, and money. Despite directly affecting businesses, these variables refer to financial state of the economy on a greater level –whether it be local or global, inflation increases cost of production. Consequently, Coca-Cola had to face the uncontrollable problem of increasing their pricing. With this increase they risk losing customers who cannot afford their products because it is a desired product not a necessity. Due to inflation in 11 years the price of an identical bottle of Coca Cola has doubled in price. Alternatively, Coca Cola could be forced to lower their prices to facilitate an increase in consumption

Coca Cola’s international achievement can be attributed to numerous of things, but in order to think globally one must first think locally. This is the main message that Coca Cola Company place huge emphasis on whenever they are entering a country. (Miller) Coca Cola has formatted its approach strategically using a tactical method, this is done to provide the appropriate marketing activities and beverage to its customers. As part of Coca Cola vision to taste the same around the world, they have chosen to standardize its product and manufacturing process. In Trinidad and Tobago the local name for Coca Cola is “Coke”. From the perspective of consumers the key conceptual categories are not the flavours and colas that marketer hold in high regard, but what we refer to locally as the ‘black’ sweet drink. (Miller) Trinbagonian’s are particularly fond of sugar and sweet products this is linked to the days of the sugar cane field. Coke came into Trinidad in 1939, while under the British Government. (Miller)

In 1886, the Coca Cola Company was developed but it wasn 't until 1898 that the fierce competitor Pepsi-Cola entered into the market. These 2 companies are the two major players that dominate the consumer beverage (soft-drink) industry. Coke and Pepsi have since been competing to rein the global market in consumer beverages. The market of drinks in the United States alone is valued at more than thirty million dollars annually. With the growth of these two companies, PepsiCo has developed and acquired additional products outside the scope of just the consumer beverage industry, these products have helped the company to increase their exposure and position in the global market. This has not been the case for the Coca Cola Company; they

This paper focuses on global business strategy of The Coca-Cola Company, who is the leader in the beverage industry as well as, the world?s leading soft drink maker that operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. The paper will concentrate on the PESTEL analysis of the organization focusing on the external factors of the business and the environment where it operates. All of the following environments will be discusses in the research; Political, Economic, Sociological, Technological, Legal, and Environmental as they the changes in the market segment. Within this paper it will discuss some of thr

Coca-Cola is the number one non-alcoholic beverage in the world and is also the golden standard in the beverage industry. Over the pass decade carbonated beverage sales has decrease which has lead Coca-Cola to seek for new opportunity and investor. Contribution of US soda sales in Coca-Cola’s revenue could decline to less than 15% by 2020. By the end of 2017 Coca-Cola is looking to refranchise two-thirds of its bottling territories in North America. The outcome of Coca-Cola refranchise two-third of its bottling territories will reduce the revenue to Coca-Cola sales of its products, however the operating margin will increase. Also, this could reduce the percentage contribution by the U.S to Coca-Cola overall revenue.

In order to better analyze the industry and to understand the macro-environment in which Coca Cola is evolving, we have used