This type of market has many implications for both consumers and competing firms. Coca-Cola Company is one of the premier global consumer brands. The company has been around for a century and has been growing constantly. Today Coca-Cola manufactures more than 500 sparkling and still brands that are sold in more than 200 countries around the world. Coca-Cola’s main competitor is Pepsi.
Coca-cola is very committed to developing its business sustainably while respecting the environment. They are also committed to innovative and clean energy. Since 2010, they have been consistently reducing the carbon emissions and water consumption. Sales and operations Coca-cola has been establishing clear category and right product at the right price to favour the occasion which is called (OBPPC (Occasion, Brand, Package, Price and Channel) strategy. The OBPPC is the strategy offered to suit their customer’s needs, which has been helping capture people’s disposable income faster than its competitors, innovation allows the company tap into the less price-oriented experience and growing the revenue.
Age and life cycle can be tricky variables because there are different needs and wants as accord to the age of a person. The main sector in which Coca-Cola Company targets is the youth because there is a much need of refreshment and energizers to cope up with their daily activities. Gender is also an issue needed to be given prior by Coca-Cola. Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on socialization practices. Coca Cola targets both genders with its wide variety of drinks.
With the shift in the market away from heavily sugared carbonated beverages, Coca-Cola has had to adapt their product line to stay competitive and profitable. As shown in the Nasdaq, over the last few years their current assets were trending downward and have turned around to start tending back upward. The shift in the standards of the consumer for a healthier choice is a microeconomic factor that has affected the financial statements and debt and asset ratios. The purchase of the companies that allowed Coca-Cola to expand into other opportunities and markets, and to remain remain profitable, also vastly increased their long term debt Therefore, even though the long term debt was increased by 30%, which would seem indicative of a negative financial aspect, it actually is a positive for the company’s profitability. Even with the smaller portion cans and campaigns to balance what you drink with your exercise levels, I believe that Coca-Cola’s financials would look much different without the acquisition of the additional companies, most notably the Monster beverage company.
Very few will argue that Coca-Cola is not a “highly effective, lean and fast-moving organization”. Perhaps it can replace that vision with one that effects its current state. A possible replacement can be one that deals with a growing health concern in the United States. Conclusion After analyzing Coca-Cola’s mission, vision, values and goals, there is no doubt that it attributed to much of the company’s success. Each element seemed to be centered around the vast interest of its stakeholders.
Much proof would indicate that Coca-Cola has definitely chosen a differentiation strategy since its early days. To prove this, a look will be taken into how it has being done. According to softdrinkcolar blogspot (2012:1), the company spends about 20% of their total advertisement budget for maintaining and communicating on its differentiation strategy. Coca-Cola has created differentiation using a soft sell approach and has positioned itself on the following standards: # Corporate reputation for quality and innovation: one of the best place to work- This would attract a pool of workers of the highest caliber, thus leading to more value induced into the company. # Successful communication of perceived strengths of the product: Integrated marketing strategy- This has
Dr. John Stith Pemberton in Atlanta created Coca-Cola in 1886. Over the years Coca-Cola Company has turned into the leading brand of sodas in commercial and is positioned number one in carbonated soft drinks and juice drinks. Despite the fact that the Coca-Cola company is strong in the soda market, they still face the competition of Pepsi, which is its a significant rival in the worldwide business sector. This essay seeks to analysis on the invention of the New Coke and how it became the most disastrous blunders in marketing history during the competition of Pepsi and Coca-Cola and evaluating marketing is about much more than the product itself and branding has a significant weight and emotional value in it. Branding is the way in which the
In terms of Coca-Cola Company also some macro environmental factors like demographics, economic, natural, technological, social and political factors can bring some impact in the market of the company. So, every marketer should find out these factors and should bring some changes to their marketing strategies in order to rule in the market and to sustain their business organization. Since the Coca-Cola Company has always focused on adding value to its product, it is standing at the top position in the market. There are very few competitors who can compete Coca-Cola on that
Currently, the main competitor for the Coca – Cola Company is the PepsiCo, Inc., which also has a wide range of beverages under its brand. Both of the companies are the leaders of the carbonated soft drinks industry and they compete in order to surpass. Both companies committed heavily to sponsoring outdoor events and activities in order to advertise their products or brands. Also, there are other soda brands in the market which became popular as they have unique flavors. For example, Dr. Pepper could succeed to emerge in the market with its unique taste.
If bad comments and views are put out to people who have yet to try Coca Cola products, then that could produce a lost customer which shows why word of mouth is a weakness. 2. Lack of popularity of many of Coca Cola’s Brands: Yes, this fact is undeniable that there is no other cola brand popular than Coca Cola but the same is not true for every brand Coca Cola produces. It has approximately 400 different drink brands worldwide and a vast port folio but every brand is not very popular. Most are unknown and rarely seen for available purchase.