Introduction
This study is conducted in order to carry out the company’s overall strategic marketing reasoning and evaluate the organizational resources. The report will highlight the Value Creation, Competitive Strategies adopted and the competitive advantage Coca Cola USA has over its competitors in the country.
Value Creation
1) OPERATIONAL EXCELLENCE ACHIEVED THROUGH COCA-COLA SYSTEM:
Coca-Cola understands that forecasting the bottlenecks is a necessity in this dynamic business environment. Leveraging from the collective geniuses of its various collaborations like the bottlers and suppliers in USA (Investors et al., 2014), it constantly evolves its supply chain process, to align functions like manufacturing, transportation and distribution (Anon, 2014). The company’s suppliers providing the system with materials, ingredients, packaging and machinery, must follow supplier guiding principles (SGP) and must comply with applicable laws and regulations, including those relating to child labour, discrimination, health and safety, etc. Coca-Cola addresses areas of concern by partnering with their chain of retailers, independent businesses and restaurants and providing them with nutritional information ensuring responsible marketing (Investors et al., 2014). It has joined World Wide Fund For Nature like other leading corporations to reduce their greenhouse gas emissions and has been able to significantly reduce their energy costs improving the energy efficiency ratio over
The story of one of the biggest marketing blunders in history, is a story of false hubris, desperation, and driving ambition. Made by one of the largest corporations in the world. The creators of a product on the forefront of the American consciousness. As intertwined into American culture as baseball, apple pie, and Thanksgiving dinner. That product of course was Coca Cola, the formula of which had remained unchanged close to 100 years. Since its creation by Atlanta pharmacist John Pemberton in 1885 as a topical remedy marketed as a cure from ailments such as stomach pains, headaches, and even impotence, Coca Cola had grown into the number one drink in America.
When thinking of what makes a successful advertisement, many would agree that the most successful brands adapt to the society and trends around them. Similar to everything else in our world, advertisements continue to change year after year and era after era. When thinking of common brands with impressive advertisements and campaigns, Coca-Cola is one that we are introduced to at a young age. Coke has been advertising their brand for over one hundred years. This brand continues to relate to many consumers by modifying and creating advertisement campaigns, which relate to current trends. Two advertisements in particular test the theory of how as era’s progress what was once seen as competitive relationship is now a budding romance and popular marketing strategy.
1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).
Coca Cola and Pepsi are the brands with the highest brand equities. Both, Coca Cola and Pepsi have gone through the highs and lows of their business to reach that position. Coca Cola’s marketing has been changing over time with more and more products being added every day, while Pepsi has implemented several smart marketing strategies to improve its turnover and profits. So, let’s see what were the marketing strategies implemented by Coca Cola and Pepsi.
The Coca-Cola Company is the globes leading and largest beverage company, offering to its consumers with more than five hundred still and sparkling brands. The portfolio of the company features seventy billion dollars brands such as Fanta, Coca-cola Zero and Diet Coke. The societal views of the 1990s greatly differ with the contemporary views especially with regards to issues such as masculinity and feminism. Within the last decades, women have changed the previous anticipation of their roles and have much self-sovereignty when compared to the previous decades. As a result, the advertisers of various products have changed the way through which they sell their brands to these groups of individuals. The paper shall presents how the commercial advertisement for one of its products the Diet Coke have changed over years most specifically focusing on the commercial ad of the year 1990s and that of the year 2014.
They have had the privilege of a worthy competitor constantly driving them to be smarter, faster, and better. A quote from Pepsi CEO "The more successful they are, the sharper we have to be. If the Coca-Cola Company didn't exist, we'd pray for someone to invent them." states it simply. The relationship between Coca-Cola & Pepsi is a healthy one that each corporation has learned to appreciate.
reduce cost as well. Coca Cola is working to drive productivity and continuous savings across us
The Coca-Cola Company is a beverage company. “It owns or licenses more than 500 nonalcoholic beverage brands” (MintGlobal, 2014). Coca-Cola Company was founded in 1886 by an Atlanta pharmacist who is Dr. John S. Pemberton; he created a unique tasting soft drink which generated flavored syrup and mixed with carbonated water. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, was credited with the name of beverage “Coca Cola”. They also designed the trademarked and unique script together (The Coca-Cola Company, 2013). Today, the Coca-Cola Company has been operated for 125 years, had employed 139,600 people, and sold 1.6 billion beverages each day in more than 200 countries (SASKIA R, 2011).
The brand I have chosen is Coca Cola. Achieving a healthy market position requires a variety of integrated strategies, and promotional activity plays a vital part in that mix. Promotion is one of the elements of the marketing mix, the others being product, price and place. The promotion category focuses on strategies that a business can use to provide information to consumers about its products. Specifically, promotion involves the strategies of advertising, personal selling, sales promotion and public relations. The integrated marketing communication is the coordination of the promotional mix elements with each other and with other elements of the brand’s marketing mix such that all elements speak with one voice.
Coca-Cola is the largest non-alcohol beverage manufacturer in the world, which holds approximate 43% market share. The firm is also ranked in top 20 in the Fortune 500 in terms of the largest capital with over 100 billion dollars in assets. John Stith Pemberton is the founder of the firm, which is headquartered in Atlanta, Georgia. During its 100 years of history, Coca-Cola has grown its businesses substantially in the globe. Currently, the firm presents over 160 countries, including China, India, Japan, and South East Asia countries. The main objectives of the firm that is it can serve its products to all consumers in the globe, and expands its businesses to the majority of strategic regions. In order to grow and expand its present to the other major markets, Coca-Cola executes its marketing strategies based on three different categories, including price, place, partnerships, and core products. These marketing methods have supported Coca-Cola to sustain, and grow in the soft drink industry.
Strategy is the set of decisions and actions to achieve an organisation’s goal for a longer term basis. Strategic managers always go for long term planning as they target the ‘big picture’ which is also the execution of the strategies for QBL. A perfect example is for the company to create a brand strategy and market it, to entertain consumers because high prices bring profit for limited days- advantages of innovation. The mautiian beverages market is very competitive and includes soft drinks like Coca -Cola, Eski (a local brand) and also energy drinks, non-carbonated drinks. During Christmas, our main competitor, Coca Cola take come along with a new wraparound labels on their PET bottles with Santa Claus picture; whilst Pepsi displays regularly image of pop music & football stars. However, I’m of opinion, that we should plan something for long term like special flavoured drinks for occasions.
Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. We make our branded beverage products available to consumers throughout the world through our network of Company-owned or -controlled bottling and distribution operations,
Moving to the Coke Company, they are not any behind in the competition against their rival, Pepsi Company. Perhaps, they are even ahead of Pepsi companies in both statistically and efficiently. Talking about statistics, they are certainly the number one brand leaving Pepsi in number two. And just like their rival Pepsi and every other beverage companies, they also have plans for marketing strategies and their marketing strategies are effective and creative as well. According to Chad and Gabriel (2003), “Coke is trying boost its vending-machine business by tapping into the Japanese obsession with cellphones. Coke partnered with Japan 's leading cellular operator, NTT DoCoMo, to develop a service called Cmode that lets customers buy a drink by using their phones instead of cash” (p.38). It was a very creative, innovative, and of course, one of the most effective marketing strategy Pepsi made to increase their sales and eventually to promote their brand. It was effective because it was a strategy especially for the people in Japan. In Japan, not many people had access to the vending machines or they didn’t have cash money to buy the drink, so they could easily buy it by using cell phone, which didn’t require cash money. The result of this strategy was extremely positive, as Chad and Gabriel informs, “On a recent summer day, Coke beamed an electronic coupon to all of its Cmode customers. Sales jumped 50% that day” (2003, p.38).
Coca-Cola is a company that is known worldwide for its product. It is a drink that spans all ages, colors, races, and countries. The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The world’s headquarters are located in Atlanta, Georgia, with many other locations around the country. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverages bases for Coca-Cola, the company’s flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world (Virginia,
Strategic planning is associate structure management activity that is used to set priorities, focus energy and resources, establish agreement around intended outcomes or results, strengthen operations, guarantee that employees and other stakeholders are operating toward common goals, regulate the organization's direction in response to a changing atmosphere. It is a disciplined effort that produces basic actions and decisions that form and guide what a corporation is, who it serves, what it does, and why it does it, with a spotlight on the longer term.