Coca Cola Company Essay

The aim of The Coca-Cola Company is 'to be the world 's leading provider of branded beverage solutions, to deliver consistent and profitable growth, and to have the highest quality products and processes.

In order to attain this goal, the Company has developed six strategic priorities and has incorporated this into its business:

1. Accelerate carbonated soft drinks growth, led by Coca-Cola

2. Broaden the family of products, wherever appropriate e.g. bottled water, tea, coffee, juices, energy drinks

3. Grow system profitability & capability together with the bottlers

4. Creatively serve customers (e.g. retailers) to build their businesses

5. Invest intelligently in market growth

6. Drive efficiency & cost effectiveness by using technology

Coca-Cola works closely with its bottlers around the world on procurement and commercializing new products and new packaging technologies. Coca Cola Company can be considered as a franchise system. The bottlers are primarily local. So the effectiveness of the company depends on the effectiveness of the relationships between the bottlers and the companies brands. To manage franchise relationships, the company has to maintain a geographic orientation. Being effective with partnerships is important as partners may be multi-country bottlers, or they may operate within a single country. They may be public or private. In some countries Coca cola work with multiple bottlers. Coca-Cola’s supply chain is focused on delivering on its brands’ promises for great products Productivity and eliminating waste and inefficiencies is very important from the supply chain standpoint. ¬¬¬Coke’s global supply chain is a vastly complex network of plants, bottlers, warehouses and customers, along with multiple product lines following multiple supply chains with differing objectives. One of the main goals of the supply chain arm of Coca-Cola is to have every customer receive tailored services from the system, whether that customer is in New York City, Tokyo or a rural area in an isolated part of the world. The logistics flow of the supply

Technology advances, including product transportation, telecommunication, and computerization, became the driving force behind Coca-Cola’s ability to capitalize on the rapidly expanding marketplace across the globe. In order to know what consumers prefer it intends to use Information technology (IT) to monitor the pulse of its customers. Based on its Pricing strategy, Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in India. In certain countries during winter they reduce their prices to maintain their sales and profit. Coca Cola uses lower price point to penetrate new markets that are especially sensitive to price. Coca Cola does that to face the competition and to raise brand awareness among the population. In an economy like that of India, consumers tend to switch towards a low priced product. Coca Cola’s objective is to target every consumer of the country so Coca Cola has to set its prices at such a level which no one can offer to its consumers. As a part of Promotion strategy, they get or purchase shelves in big departmental stores and display their products in those shelves in that style which show their product clearer and more attractive for the