Pestel Analysis of Coca Cola

The Coca-Cola Company is the largest manufacturer and marketer of nonalcoholic beverage in the world. The company produces finished product in cans and bottles. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors. Coca-Cola is the most popular and biggest-selling soft drink in history as well as the best-known product in the world. The Coca-Cola Company offers nearly 400 brands in over 200 countries. Throughout this

This beverage is consumed by 1.7 billion people every day. In terms of “people”, the idea of best friends, moms and dads, business partners, spouses, and even the occasional stranger on the street are granted the opportunity to savor the taste of Coke. Varieties of vibrant food and the company from loved ones appeal to

Coca-Cola is among the most recognized brands in both corporate history and the present day consumer market. Both domestically and internationally, Coke is not only the leading soft-drink brand, but it is also among a number of elite corporate entities whose consumer appeal and sustained viability have made them cultural institutions on a global scale. And for a long time, Coke's status as the single great power in the global soda marketplace seemed unimpeachable. But the late 1990's, a time both of burgeoning global-economic upheaval and challenging corporate recalibration, presented Coke with a similar problem to that facing many of the top corporate brands in America. As the domestic market become evermore splintered and international markets continued to open up, Coke's supremacy in the market was beginning to be challenged, particularly by the presence of Pepsi and other competitors. Perhaps even more than its competitors though, Coke's biggest challenge today comes from the medical and nutritional communities. This is a particular area of concern for the Coke brand which, in spite of its recognition and popularity, has increasingly been associated with issues of childhood diabetes, obesity and the proliferation of heart disease. This has imposed a great deal of pressure on Coca-Cola to demonstrate a meaningful connection between the brand and something of nutritional value.

On average, North Americans drink at least one serving of Coke per day (CSPI sc1). With over two million dollars spent every year on advertising and with very

Coca-Cola Company (NYSE: KO) is the world 's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Coca-Cola Enterprises, also based in Atlanta, bottles & distributes the beverages. It employs approximately 146,200 both local and globally (www.cocacolacompany.com). Coca-Cola, is one of the world 's most valuable and recognizable brands, their Company 's portfolio features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Globally, they are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world 's largest beverage distribution system, consumers in more than 200 countries enjoy beverages at a rate of 1.9 billion servings a day.

The Coca-Cola brand has built itself into a staple of American culture. This is a terrifying thought for public health advocates who see Coke and other soft drinks as being major culprits behind a growing national health crisis. Empirical evidence shows that over-consumption of soft drinks clearly causes harm to the individuals who consume them, however, the waging battle over soda legislation will not be won on the grounds of health alone. The argument that Coca-Cola, Pepsi, and other soft drink firms present is deeply rooted in American values and cannot easily be trumped. What they argue for is freedom of choice.

The cola industry has faced a great deal of adversity in recent years, mainly concerning the health effects that consumption of cola has on the drinker. From obesity to diabetes, consumers can be plagued by a plethora of health problems through regular ingestion of soda. With such steep health consequences, consumers are beginning to make the switch away from soda and towards beverages with little to no negative health implications. There is an ever-growing availability of substitutes for sodas that are beginning to chip away at soda sales. Every company is watching their sales slip, while fighting over the remaining consumers. Amid declining sales, plateauing growth, and a deteriorating consumer base, soda companies are up against a

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.

Imagine you’re at a graduation party. Everyone is talking and having a good time around you. You suddenly realize that you’re thirsty. So you make your way to the coolers and in it is an ice cold refreshing cola. What did you think of? Pepsi? Coke? These two cola giants have gone from pharmacy sold local drinks into what we know today. The overly sugary, high fructose corn syrup loaded, and acidic drinks have become the frontrunners in a highly fought over competition to be the number one soft drink in America, and through through psychological tactics in their ads has convinced people into thinking that it is okay to only drink their .

The Coca Cola Company is a multinational company with more than 140,000 employees, the company is in beverage business and its flagship product Coca Cola is considered one of the best soft drink. Coca Cola soft drink is the real revenue generator of the Coca Cola Company. The company was found in 1892 and by 2010 it was reported that the company has the serving of 1.7 billion per day so the company has only grown since its inception. The company is serving its product in more than 200 countries, and the Coca Cola Company owns more than 500 brands, this shows that the graphs of the company is moving upwards and the Coca Cola Company is growing at an immense rate.

PESTLE stands for Political, Economic, Social, Technologies, Legal and Environment. It is a tool that helps the organization for creating strategies and to identify the external environment in which an organization is working and going to work in future.

Coca-Cola is considered to be the top brand with valuation about 83.84 billion dollars in 2015, whose net operating worldwide grows from 28.86 billion dollars in 2007 to 46 billion dollars in 2014 (Statista). It is now serving 1.9 billion of Coke products everyday in more than 200 countries (Coca-Cola company); more than 8000 glasses of Coke are consumed every second on our planet (Swapnil). Nevertheless, “if you could collect all the bottles of

General trend goes away from high-calorie beverages and towards healthier and low-calorie beverages Increased demand of bottled water, ready to drink tea and energy drinks Sales of bottled water increased from 4.6bn to 8.8bn in 8 years SoBe Energy drinks only with negligible share in energy drink market Lipton RTD tea increase by 15% between 2006 and

The answer very likely lies in alternative beverages that will be perceived as healthier than soft drinks. As consumer behavior becomes more health conscious, soft drink companies will find themselves at a loss if they fail to keep up with the growing demand for alternatives.

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.