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.
It understands deeply consumers’ needs and tries to fully satisfy consumers’ requirements for its products. For example, Coca-Cola has good quality in refreshing drinks. In addition, Coca-Cola is superiority as it offers advantages in some aspects that other brands cannot. It plays role in emotional relationship with consumers and offered classic icon, symbol, and image (Sagar, 2012). Its classic logo was designed by writing the word of Coca-Cola in Spencerian script with red and white colour (Feloni, 2015).
Coca-Cola Enterprises believes that immediate action is to be undergone in regard to climate change one of the biggest risks for their organization. The organization recognizes the pert they must participate in addressing environmental impacts such as climate change. By saying this they are trying to grow a low-carbon company and motivate consumers and stakeholders to lead a better outlook for a more dependable future. Coca-Cola enterprises has come up with a strategy to reduce the carbon footprint of their organization. It focuses on three subjects; measuring the carbon footprint, setting targets and coming up with roadmaps to help reduce carbon and driving innovation.
By adding 25% across the Coca-Cola system through operational improvements, water efficiency can be enhanced. This target improves the 21.4% of water efficiency that it achieved from the year 2004 to 2012 based on 2010 water efficiency levels (Michel Gunther,
Part of the company success depends on their ability to grow and expand in emerging markets. With Coca-Cola’s change management, infrastructure enhancements took place. In addition to higher sale rate, and efficient communication with different stakeholders. The company started taking actions in 19 countries including Mexico and Philippines. With such collaboration, Coca-Cola’s future success will take place in international market (Gilhuly, 2015).
The Coca-Cola logo is visible on three bottles and four glasses throughout the video. The climactic scene shows the older brother saving the younger brother’s Coke bottle from a few bullies, which is also the only time they’re actually nice to one another - Coke is literally the drink that brings families together. Then, at the end of the video, the Coca-Cola logo appears with the caption “Taste the Feeling.” However, it’s not like Coca-Cola needs to sell more drinks. Why should they bother advertising at all, when people would undoubtedly buy their products regardless? Well, the drink - and, consequently, the brand - has been around since 1886.
Coca-Cola will need to find a way to sustainably manufacture that will not pillage the continents already scarce natural resource. The general health is also a critical issue unlike many other markets people do need the extra calories, but critics will argue that they should be getting them through other means of nutrition. Also, there is a great concern about water usage for the production of Coca-Cola’s product and the impact of not having sufficient refrigeration to keep the products cold. Which in turn would result in a waste of the product its self and of the already of the scarce resource. Not everybody will necessarily agree with these criticisms or feel that they are not important enough to oppose Coca-Cola’s focus on moving into Africa, but they do indeed bring up some moral and ethical
Coca-Cola's business is based on a complete transport and distribution. There will always be possible improvement in this respect. Thus, Coca-Cola should remain strictly monitor their supply chain, and continuously improve to bring costs down. Diversified health and food business will increase Coca-Cola products to their customers. This will also ensure that they get from existing customers to provide better income through cross-selling products.
Introduction This paper outlines how the Coca-Cola Company reconfigured its value chain activities to exploit their core competences and gain market power on a global platform. The research was carried out with online resources provided by the company it self and news articles. The Coca-Cola Co. transformed its business model and implemented product, packaging and pricing strategies through different distribution channels. The company continues exploring and participating in new lines of beverages, extending existing product lines and effectively promotes and markets its products. Coca-Cola Value Chains & Core Competencies The Coca-Cola Company is a world leader in the soft drinks industry company.
Besides, Coca-Cola is also successful due to its supply chain function. Supply chain can be refer as the process of transferring the goods or services from suppliers to the final customers. “We ensure that every link in the chain stretching from bottler to consumer is working together. We cover every aspect of supply from Procurement and Manufacturing (including Quality, Environment, Safety & Health), to Engineering and Logistics.” (Coca-Cola Company, 2013) Moreover, the successful of Coca-Cola is also due to its innovation. For an example, Coca-Cola attracted its customers by introducing some innovative vending machine such as Small World Machine in India, Coke Hug Machine and etc.