Coca Cola
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The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product CocaCola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day. Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally 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 is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent.
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Mission, Vision & Values The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. • • •
To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. • • • •
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.
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• •
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.
Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. • • • • • • •
Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well
Focus on the Market • • • • •
Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious
Work Smart • • • • •
Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently
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Act Like Owners • • • •
Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didn’t
Be the Brand •
Inspire creativity, passion, optimism and fun
4
Marketing Objectives of Coca Cola o To increase the market shares in the upcoming years. o To increase awareness of the product on the market. o To survive the current market war between competitors. o To increase the size of the worldwide Coca Cola enterprise by 10% .
Marketing strategy of Coca Cola o Accelerate carbonated soft-drink growth, led by Coca-Cola. o Selectively broaden the family of beverage brands to drive profitable growth. o Grow system profitability and capability together with our bottling partners. o Serve customers with creativity and consistency to generate growth across all channels. o Direct investments to highest potential areas across markets. o Drive efficiency and cost-effectiveness everywhere o Integrated promotional activities.
5
SWOT Analysis Strength World’s leading brand. Large scale of operations. Strong supply chain management system
Weakness Unable to differentiate itself from Pepsi. Less effective campaigns.
Opportunity Growing bottled water market. Untouched markets.
Acquisitions Intense competition
Threats Intense competition with competitors. Intense price competition. Dependence on bottling partners Sluggish growth of carbonated beverages
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Key Success Factors. . . The Coca-Cola Company is one of the largest, most successful and most widely recognized corporations in existence. Coca-Cola is a dominating force in the beverage industry and sets a very high standard of competition. Research shows that its trademark is recognized by over 94% of the world’s population. There are many factors contributing to Coca-Cola’s success, however, it is believed that their key success factors are Marketing, Innovation, and Globalization.
Marketing Coca-Cola is seen as one of the founding fathers of the modern day marketing model. They were among the pioneers of advertising techniques and styles used to capture an audience. Through its intense marketing campaigns, Coke has developed an image that is reflected in what we think of when we buy Coke and what we associate with drinking Coke. This image has been subconsciously installed in our brain by the advertising campaigns that show Coca-Cola associated with “good times.”
Innovation Coca-Cola has been able to survive and grow in an ever-changing market because of its ability to systematically innovate and deliver new products. Coca-Cola began to employ a strategy referred to as “play to win innovation.” The company began operating in a decentralized environment that was unfeasible in previous years. Now Coca-Cola offers nearly 400 different products in and is still dominating the beverage industry. This is made possible by the company’s ability to innovate and adapt to changing markets,
Globalization Today’s big business takes place on a global scale, and Coca-Cola is no exception. Technology is continually changing business, and these constant changes have been making it more feasible and profitable for businesses to expand their operations globally in order to serve all different types of diverse markets around the world. This global view is reflected in Coke’s recent “I’d like to teach the world to sing” commercial. Coca-Cola is taking advantage of the large revenue opportunities made possible by participating
7
in a global market and now offers products in 200 countries around the world.
8
1
Mission, Vision & Values The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. • • •
To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. • • • •
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.
2
• •
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.
Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. • • • • • • •
Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well
Focus on the Market • • • • •
Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious
Work Smart • • • • •
Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently
3
Act Like Owners • • • •
Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didn’t
Be the Brand •
Inspire creativity, passion, optimism and fun
4
Marketing Objectives of Coca Cola o To increase the market shares in the upcoming years. o To increase awareness of the product on the market. o To survive the current market war between competitors. o To increase the size of the worldwide Coca Cola enterprise by 10% .
Marketing strategy of Coca Cola o Accelerate carbonated soft-drink growth, led by Coca-Cola. o Selectively broaden the family of beverage brands to drive profitable growth. o Grow system profitability and capability together with our bottling partners. o Serve customers with creativity and consistency to generate growth across all channels. o Direct investments to highest potential areas across markets. o Drive efficiency and cost-effectiveness everywhere o Integrated promotional activities.
5
SWOT Analysis Strength World’s leading brand. Large scale of operations. Strong supply chain management system
Weakness Unable to differentiate itself from Pepsi. Less effective campaigns.
Opportunity Growing bottled water market. Untouched markets.
Acquisitions Intense competition
Threats Intense competition with competitors. Intense price competition. Dependence on bottling partners Sluggish growth of carbonated beverages
6
Key Success Factors. . . The Coca-Cola Company is one of the largest, most successful and most widely recognized corporations in existence. Coca-Cola is a dominating force in the beverage industry and sets a very high standard of competition. Research shows that its trademark is recognized by over 94% of the world’s population. There are many factors contributing to Coca-Cola’s success, however, it is believed that their key success factors are Marketing, Innovation, and Globalization.
Marketing Coca-Cola is seen as one of the founding fathers of the modern day marketing model. They were among the pioneers of advertising techniques and styles used to capture an audience. Through its intense marketing campaigns, Coke has developed an image that is reflected in what we think of when we buy Coke and what we associate with drinking Coke. This image has been subconsciously installed in our brain by the advertising campaigns that show Coca-Cola associated with “good times.”
Innovation Coca-Cola has been able to survive and grow in an ever-changing market because of its ability to systematically innovate and deliver new products. Coca-Cola began to employ a strategy referred to as “play to win innovation.” The company began operating in a decentralized environment that was unfeasible in previous years. Now Coca-Cola offers nearly 400 different products in and is still dominating the beverage industry. This is made possible by the company’s ability to innovate and adapt to changing markets,
Globalization Today’s big business takes place on a global scale, and Coca-Cola is no exception. Technology is continually changing business, and these constant changes have been making it more feasible and profitable for businesses to expand their operations globally in order to serve all different types of diverse markets around the world. This global view is reflected in Coke’s recent “I’d like to teach the world to sing” commercial. Coca-Cola is taking advantage of the large revenue opportunities made possible by participating
7
in a global market and now offers products in 200 countries around the world.
8
