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Coca Cola Company: Market Value and Sustainability


In this project I will execute a detail study of Coca Cola Company, I am going to study about the marketplace value of Coca Cola and exactly how lasting the Coca Cola Company is designed for the people. I'll highlight the problems which are encountered by Coca Cola and describe the business circuit of the business. I will refer to all the power and features of Coca Cola in arriving years.

Brief background of the Coca Cola Company

May 8th 1886 Coca Cola was made by John S. and dished up at Jacobs' Pharmacy. At start the business had a difficult start and it was called "Coca Cola" by company's accountant Frank. In 1887 the promotion method was coupons, and John S. recorded Coca Cola Syrup and Remove to US patent office. In 1915 the Coca Cola Company design a bottle by Alexander Samuelson which became standard bottle for Coca Cola. In 2008 Coca Cola sponsored the top games and Coca Cola facebook webpage which is made by two enthusiasts has over twenty two million followers worldwide. In '09 2009 Coca Cola became a billion dollars brand, and in 2010 2010 Coca Cola Company obtain the whole UNITED STATES bottling business. By 2011 Coca Cola Company celebrates its 125 years.

Reference coca cola website

Coca Cola is most significant company on earth which sells beverages. Coca Cola has large product brands which are more than five hundred. Its products include popular titles such as Coca Cola Old classic, Fanta, Sprite, and Minute Maid. Coca Cola besides being number one company is the most respected company on earth. Coca Cola has a long history to be sustainable company in profit and also for guarding neighborhoods and their environment (The Coca-Cola Company, 2010).

Vision, mission, and goals of Coca Cola

Mission of Coca Cola

In the mission assertion of Coca Cola its goal as a corporation is to provide in standard conditions. It also requires good bank account about every single action and decision created by Coca Cola. The aim of mission is to help make the world refresh, inspire people, bring happiness, and to make difference by value of its products.

Vision of Coca Cola

Coca Cola vision is the platform roadmap for every facet of Coca Cola's business. Coca Cola's eyesight is to attain sustainable growth by applying the principle defined below:

People: Bring inspiration into people's life while working in Coca Cola.

Partners: Creating an absolute network of suppliers and customers.

Portfolio: Bring collection of quality in to the world.

Productivity: Making Coca Cola effective company.

Profit: Make revenue while heedful of obligations.

Planet: Becoming dependable citizen and encouraging sustainable communities.

Objective of Coca Cola

Objectives are drive from perspective and quest of the business and it provide as action of Coca Cola how to react on the globe.

Headship: Having courage for better future.

Group work: Have confidence in collative genius.

Integrity: Be genuine.

Passion: Having difficult experience mind determined.

Accountability: To become responsible to the people.

Diversity: Broad as Coca Cola's brand.

Quality: Produce best products.

SWOT Coca Cola

Coca Cola's strengths

Coca Cola is widely known to the planet, and its popularity is its power. Coca Cola may people by its shade, logos, and marketing. Coca Cola has position in drink industry which is not challenged by any company. Individuals who drink Coca Cola are faithful to Coca Cola for example 80% of income of Coca Cola come from its 20% loyal consumers. Coca Cola has capacity to market and make products across the world which is exclusive to Coca Cola.

Coca Cola's weakness

Coca Cola Company has few weaknesses. There is no impact from Coca Cola to answer the question people pose about harm's of Coca Cola's refreshments. People feel that Coca Cola's products are not best for health.

Coca Cola's opportunities

Coca Cola has many opportunities which normally it takes advantage of for its success. Coca Cola can actively market its products that are less popular. Coca Cola is know to 90% people of the world and it can bring this to 100%. Coca Cola can improve the difference between itself and its competitors.

Coca Cola's external Threats

Coca Cola has been very successful company yet somehow to cope with some dangers. Coca Cola need to settle its lawsuits. In addition, it needs to change people's negative view about Coca Cola Company.


  • Recognized
  • Reputation
  • A great deal of funding
  • Loyal consumers
  • Trade globally


  • Issues Health
  • Unpopularity of some of the brands of Coca Cola
  • Whistle blowing
  • Imaginary advertising


  • Pursuing successful brand
  • Marketing less popular product
  • Takeover competition
  • Recognition of more brand


  • Lawful issues
  • Pepsi main competitor
  • Health authority
  • Shifting health consciousness thoughts

Challenges confronted by Coca Cola

Coca Cola worldwide market stocks in flavored carbonated and soft drinks are forty seven percent. In USA Coca Cola has this show to forty two percent and globally 50 percent. Coca Cola is world largest companies, distributer and internet marketer of drink industry which brings many troubles for Coca Cola. Canning and bottling is done in many countries, in 1995 change in company of Coca Cola business lead to five local group headed by group leader and it also resulted in spinning of canning and bottling procedures into self-employed companies.

The other challenges are confronted by coca cola are related to different things. There is repeated change of Chief Executive Officer and there was also financial meltdown in Russia which struck Coca Cola. Coca Cola is also facing the challenge of fragile global current economic climate. Coca Cola has to offer with price credited to local contests, and there is also problem of forex which leads to low profit credited to fragile currency. There was also challenge for extending Coca Cola which resulted inability of purchase of Cadbury. Coca Cola also offers challenge to be low quality.

Challenges that are ahead of Coca Cola are related to numerous spectrums. Coca Cola lacks creativeness in marketing and advertising. It offers poor relationship with some bottlers. There are some issues related to management of Coca Cola by over controlling mother board of directors. There may be unwillingness in Coca Cola to improve corresponding to industry demands. Pepsi diversification into snacks and non beverage industry is problem for Coca Cola.

Opportunities in given issues for Coca Cola

Brand recognition is vital factor affecting Coca Cola's competitive position. Coca Cola's brand name may ninety percent of the world. The primary cause over the past few years is to get this brand to better still known. Packaging changes impact Coca Cola's sales and industry position but generally people are tending never to be effective by new product.

Coca Cola bottling system let it take benefit of never-ending progress opportunities surrounding the world. This plan of Coca Cola offers opportunity to serve in large and different geographic areas.

Levels of strategies of Coca Cola

Step 7: What strategies are used in the company over time. Distinctly discuss separately all the degrees of strategies. And identify the DOMINANT strategy.

Building Competitive Benefits Though Business-Level Strategy

In a business model which is prosperous we need to have business level strategy which provide a company competitive benefit over its rivals. They must make a decision 1) customer needs and how they are satisfied 2) customer groups and how they have to be satisfied 3) distinctive competencies of how customers must be satisfied.

Business-Level Strategy and the Industry Environment

In bitty business composed of large number of small and medium size companies in the basic principle form of competitive strategy are chaining, horizontal merger, franchising, and using internet. In growth companies the strategies is determined by market demand. Companies need to identify from progress to maturity by choosing investment strategy that helps or facilitates there business design. You can find four main strategies which a business can have if the demand is slipping:

  • Leadership
  • Niche
  • Harvest
  • Divestment

Strategy in High-Technology Industries

Technical values are incredibly important in many high tech industries, and they assure compatibility, reduce misunderstanding in consumers, allow mass development by lower history and reduce risk with supply complementary products. A scientific model shift appear when new technology come and revolutionize the composition of industry, dramatically change aspect of competition, and require for the company to adapt to new approaches for surviving.

Strategy in the Global Environment

For some companies international expansions means a way to earn greater dividends by transferring skills and products offering produced from their distinctive competencies to advertise where indigenous rival lacks these skills. Companies also tote localization strategy customaries their product offering, business technique to country condition and marketing strategy. By far the most attractive foreign tend to be found in politically secure and develop countries. A couple of five ways to enter into foreign market:

  • Exporting
  • Licensing
  • Joint venture
  • Franchising
  • Wholly possessed subsidiary

Pg 284 ch 8

Corporate-Level Strategy: horizontal Integration, Vertical Integration, and Strategic Outsourcing

Corporate strategy should enable an organization or its unit to perform in a single or more value creation function at less expensive in a way which allows for differentiation or superior price.

Horizontal Integration can be comprehended as a means of increasing the profitability of the business by:

  • Reduce cost
  • Differentiation
  • Replication of business model
  • Managing the rivalry within the industry
  • Increase bargaining over buyer and supplier

Horizontal integration has two downsides 1) numerous pitfalls related to merger and acquisition 2) and the fact that the strategy may bring company incompatible with antitrust specialists.

Vertical Integration can allow a company to accomplish competitive advantage by building barrier to entrance, facilitating investment, product quality safety, and aiding improve program between adjacent level in value chain. The downside is bureaucratic cost for the business and insufficient overall flexibility when the technology is changing fast.

Strategic Outsourcing of noncore value creation activities may allow a corporation to lessen its cost, differentiate its product, respond to rapid changing of market condition also to make smarter views of scarce resources.

Corporate-Level Strategy: Formulating and Implementing Related and Unrelated Diversification

Diversification is known as by managers when a company is generating free cash moves which are money in excess to dependence on maintaining competitive advantages in company's original business. Diversify company can create value by:

  • Transferring competencies within businesses
  • Leveraging competencies for new businesses
  • Sharing tool for economical scope
  • Product bundling
  • Using diversification to control rivalry
  • Exploit organizational competencies to increase performance

Related diversification is strategy of establishing a business unit into new industry related to company's existing business unit by some type of linkage or commonality between one or more compound of every business product value chain.

Unrelated diversification's aim is to improve gain embedment general corporation competencies in new business units and perhaps to capture benefit of multipoint competition.

The Coca Cola strategy is to make Coca Cola more than a soft drink. It position itself to donate to make life better, fun times, little lighter and more enjoyable. The organization strategy of Coca Cola is based after opportunities. Coca Cola has learned that they are in drink industry plus they sell one billion cokes a day and they know that people drink 48 billion serving of beverages every day around the globe. So in term of global opportunity Coca Cola really needs only two share of beverage industry so they have to design business system or strategy to take benefit of this opportunity. Coca Cola reaches keystone of its strategy because it is instance known and allows Coca Cola to develop critical mass by day one. Coca Cola should capitalize on its brand as the brand make certain assurances, such as promise quality, guarantee value, offer propriety, promise careers, assure retail margin, promises make living by providing Coca Cola. Procter & Gamble is a very triumphant company but no one recognizes what Gamble & Procter is however in circumstance of Coca Cola we know instantly. Coca Cola use Corporate-Level Strategy in its business model to be very successful.

Changes in global environment

Strategic decision of the company which is working in global marketing place is now increasingly complicated. In such company manager can't know global procedures as group of 3rd party decisions. Hence they are confronted by trade off decision in which different products, environments, tool sourcing, and tactical options must be considered. In such companies two important things also play important role is stockholder activism which is demand place on global company by the stock holders in the surroundings where it operates. Second thing is multi-domestic industry which is an industry in which competition is segmented from country to country. A worldwide environment brings many issues for the firms which are point out below:

  • It increase global management task
  • It increase globalization of the company
  • Information outburst
  • Increase in global competition
  • Speedy development of technology
  • Strategic management planning raise managerial confidence

Page 137 Booklet Competitive strategy

In my thoughts and opinions there are many things which an organization can do to survive in challenging environment of global environment. A corporation should be developing a strategic planning for every single and every company for develop very successfully. A corporation should adjust to changes which occur in global environment. A firm like Coca Cola works in country to country basis because of its bottling department which performs in many countries hence presenting Coca Cola a gain in global environment.

Recommend new strategy

Coca Cola's strategy should be intense in term of marketing and advert. Coca Cola should also improve the relationship between Coca Cola and bottle producers. Coca Cola needs to change itself matching to beverage industry demand worldwide. The Coca Cola should execute socially relationships.


In summary Coca Cola should apply work place basic safety, inclusive work environment, replenishing of normal water and reforestation. Coca Cola should collaborate with bottling companies' associates to be safer for working environment prevent injuries or health issues and have safe tendencies. Coca Cola should also careful use water because it is used by Coca Cola in many drinks and scarce of normal water can be a big problem in future.

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