VMOSA
Vision
In 20091, the Coca-Cola Company and its bottling partners have developed a 2020 vision of doubling2 its total revenues to $ 200bn by 2020. As a framework for this 2020 vision, the vision of the Coca-Cola Company focuses on
People: be a great place to work where people are inspired to be the best they can be;
Portfolio: bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs;
Partners: nurture a winning network of customers and suppliers, together we create mutual, enduring value;
Planet: be a responsible citizen that makes a difference by helping build and support sustainable communities;
Profit: maximise long-term return to shareowners while being mindful of our
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The “We” approach refers to the building of stronger communities through
The economic empowerment of 5 million women entrepreneurs across its value chain by 2020 in order to help women entrepreneurs to overcome barriers that prevent them to succeed in business11;
The compliance with Human and Workplace Rights standards;
Charitable Contributions amounting to at least 1% its operating income annually.
The “World” approach consists of protecting the environment through water packaging climate protection
Sustainable agriculture
Indeed, the Coca-Cola Company has committed to become water-neutral12 by 2020. They plan to give back to communities the same amount of water used in their finished beverage products. They are also investing in recycling programs and “PlantBottle”13 packaging to reduce the carbon footprint of the drink.
PRODUCT DESCRIPTION (Unique Value Proposition, Core product, supplemental features, symbolic and experiential features)
Coca Cola Life is the first soda from the Coca-Cola Company which is naturally sweetened with sugar and Stevia. Compared to a regular cola, it contains a third less sugar and a third fewer calories14. This new product is characterised by a green label and a fully recyclable “PlantBottle” packaging,
The Coca-Cola Company is America’s number one soda brand and has been consumer’s drink of choice for decades. Coca-Cola does not sell just for its great taste, but also for its effective marketing strategies and sustainability. According
Coca-Cola is the provider of carbonated and non-carbonated beverages that can be found in many homes, businesses, and almost everywhere you go in your daily routine. As follows in this plan, Coca-Cola renovates their concept and strategic focus by adding importance to target segments with new and evolving
we must demonstrate mutual respect toward one another – we all bring something valuable to the
As the company transforms its beverages, it is also reinventing the company brand along the way.
Coca-Cola Company also has a company focus on sustainability. Live Positively is Coca-Cola’s platform for sustainability and is Coca-Cola’s “commitment to make a positive difference in the world by redesigning the way we work and live so sustainability is part of everything we do”. Coca-Cola is reaching across borders through collaboration and partnership to connect and change, is using optimism to stir hope, build solutions, create possibilities, and touch communities across the globe, and with their actions change can be inspired in the world now and in the next generation.
The partnerships are being forged both across thousands of miles and with local suppliers, creating virtual organizations that extend beyond the physical boundaries of a company. They share ideas and data to be competitive. Jordan Lewis, author of Partnerships for Profits, has developed a comprehensive framework for evaluating and collaborating with potential partners for strategic alliances by choosing partners which:
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
We maintain an environment that enables us to treat every customer as if they are our only one.
The Coca-Cola Company is a leader in the beverage industry with a reputable brand and strong global presence. According to the Coca-Cola Company’s mission statement and 2020 vision, some of its goals include:
Since its creation in 1886, Coca Cola has had steadily increasing sales year after year making Coca Cola not only a house hold name but making them the largest soda manufacturer in the world. Recently though they have seen a decrease in sales. In the past five years Coca Cola’s yearly sales revenues have been consistently in between 40 to 50 billion dollars. Beginning in 2011 with 46.77 billion, reaching its peak in 2012 with 48.07 billion and steadily declining in the following years with 46.7 in 2013, 45.93 in 2014, and 43.65 in 2015. “Over the last 20 years, sales of full-calorie soda in the United States have plummeted by more than 25 percent. Soda consumption, which rocketed from the 1960s through 1990s, is now experiencing a serious and sustained decline” (Sanger-Katz, 2015). The main reason for this decline in sales are health concerns. People are becoming more health conscious and are trading sodas for healthier alternatives. Even the sales of diet sodas are taking a hit with many people concerned with the consumption of artificial sweeteners. As a way to appeal to those health conscious individuals Coca Cola began producing healthier alternatives to their beloved sodas such as teas, sports drinks, flavored waters, and products containing real sugar instead of high fructose corn syrup. They also began making smaller servings such as mini cans and bottles which appeals to those who want to cut down on their soda intake. Another reason for the decline in sales is the
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.
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.
Last year, Coca-cola saw its sales decreased in the European market. In order to increase the sales, Coca-Cola needs to define a new strategic communications plan. As mentioned above the image of Coca-Cola has been damaged quite a lot for the past 2 years by different factors. A hard work needed to deal with consequences of this damage in the image of the company.
People: Be a great place to work where people are inspired to be the best
The global beverages industry is currently a low-growth market, with an expected compound annual growth rate of 5.7% between 2017 and 2025 (Grand View Research 2017). Additionally, the industry is quite saturated with firms that offer increasingly differentiated products. However, due to this low growth rate, companies have been engaging in price competition to gain competitive advantage and increase their market share. Nevertheless, Coca Cola is a dominant force in this market, controlling 40% of the industry, and is therefore at a low risk of losing its position.