Introduction:
In the following report, we present a macro analysis of the Coca Cola Company. It shows the issues and current situation of Coca Cola, specifically in India. The study shows the essential elements in the beverage industry.
This work contains a brief introduction of Coca Cola and details the biggest issues, which have been analyze with STEEPLE analysis in order to analyze the current situation of the company. The main objective is to determine the position of Coca Cola Company in the market and see the factors that are affecting it directly and indirectly. The study shows several factors that such as the economic growth, environmental issues in the communities, legal problems,etc.
COCA COLA
Coca Cola is an American multinational corporation and manufacturer of non-alcoholic beverages. The company is well known for its main product Coca-Cola, invented in the 1886 by John Stith Pamberton and was incorporated in 1889 by Asa Griggs Candler. Coca Cola Company currently have more than 500 brands over 200 countries, and serves approximately 1.7 billion servings per day. Since 2000, Coca-Cola has been criticized for many malpractice issues, including health situations, pollution problems and poor business practices. The main allegations against the company are related to the effects of coca cola on health, environmental irresponsibility, controversial marketing campaigns, and suspicious labor practice, among others. The perception of the company by its unethical practice has form lawsuits, boycotts, and one particular pressure group known as ''The Killer Coke''. In the following analysis, I'm going to be pointing out the main issues of the company and how its market has been affected.
STEELPE ANALYSIS
For the following c...
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...oca Company represents in the market, they could have all types of beverages.
• The company should be taking more advantage of the social network and media. Make a new system for ads so the public gets to know all of the products.
• Coca Cola should be more open to the feedbacks in order to improve their products/tactic.
• The company should be careful with the advertisements, some of them have cause controversy around the world and this affects the sales of the products. The last controversy Coca Cola faced with the TV commercial in SuperBowl'14, where people from different cultures sang the song ''America. The Beautiful'' in 7 different languages. Many people started boycotting the Coca Cola products.
• There should be more control in every department of the company, anything can cause Coca Cola big losses and the brand name can get affected.
Conclusion
The company known as Coca-Cola today was started in September of 1919, but the first Coke brand was served as early as 1886. Since that time it has grown to be one of the most globally recognized brand names with a stock value of $167 billion. Coke’s plan has always been developed with the future in mind. Right away the company realized that it was more profitable to manufacture the concentrate used to make carbonated drinks than to bottle it. From that point on they saw the entire world, not simply the originating country, as their desired market. It seems only practical that the company should pursue this agenda until conquered then focus the effort on expanding into different product lines. This logical idea has catapulted them into the much sought after position of number one.
Coca Cola has a well-organized leadership that is established around the world. The Coca Cola Company limited is viewed as one of the world’s biggest beverage companies making it the top producer and marketer of quality soft drinks. Coca Cola faces a lot of competition in the market from companies such as Pepsi forcing them to go over budget each year on production and marketing to develop new product design and to stay ahead of the competition.
- this was considered to be a very helpful way to spread the company trade name and mark (Coca Cola) more widely around the world. That will lead to open new markets for them to sell their products, so that will reinforce their reputation in the international market.
Invented in 1886 by Dr. John S. Pemberton, Coca Cola has become known for its recognizable brands and distinctive taste. Coca Cola Enterprises falls under the beverage industry and reaches consumers in over 200 countries, having the world’s largest beverage distribution system. In today’s market, the number of daily sold Coca Cola beverages averages 1.9 billion. Its mission is to “refresh the world, inspire moments of optimism and happiness and create value and make a difference” (Coca Cola website). Its vision serves as a framework to guide all aspects of the business to continuously achieve sustainable quality growth. Coca Cola’s recognizable brands and distinctive taste has created one of the world’s largest beverage systems that focus on its mission and vision to continuously sustain quality growth.
Coca –Cola (KO) is one of the world’s largest beverage companies. Company was incorporated in September 1919 under the State of Delaware law and headquarters is located in Atlanta Georgia. But from 1886, company established its brand in US (Coca-Cola, 2012, p. 1). Currently company is providing for more than 500 varieties of non-alcoholic sparkles to the customers around the world. Apart from this, company also serve for still beverages that includes enhanced water, water, ready-to-drink, juices, energy drink, sport drinks and so on.
Weaknesses: Although domestic business as well as many international markets are thriving (volumes in Latin America were up 12%), Coca-Cola has recently reported some "declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power." According to an article in Fortune magazine, "In Japan, unit case sales fell 3% in the second quarter [of 1998]...scary because while Japan generates around 5% of worldwide volume, it contributes three times as much to profits. Latin America, Southeast Asia, and Japan account for about 35% of Coke's volume and none of these markets are performing to expectation (Mclean, 1998).
An Atlanta Pharmacist, Dr. John S. Pemberton, created Coca-Cola in 1866 (Coca Cola Co). The company grew to be today’s largest non-alcoholic beverage company with operations all over the world. The company strives to make the best work environment for its employees and for its suppliers to follow the same form of conduct. Fortune magazine has named them 4th Most Admired Company, while they rank within the top 50 of most diverse companies. They battle for consumers with PepsiCo, another leading non-alcoholic beverage company. To face similarities between the two companies products, Coca-Cola does a great job of marketing its beverages to all sorts of demographics by changing the flavors and size of its containers. On top of that they are becoming a “greener” company by trying to reduce their ecolo...
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
This report has been prepared in order to analyse the operations and financial position of Coca Cola Amatil Limited (CCA). This report will begin by providing a summary of background and history of CCA including its portfolio, formation and relationship with the Coca Cola Company. The report will then provide a brief on the corporate governance of the company with an overview of the Board of Directors and Management Board as well as several sub committees in order to give an insight into the agency of CCA.
For more than a century, the Coca-Cola Company has been a leader in everything from sales, marketing/advertising, and most recently ethical issues. The company has seen its fair share of lawsuits from competitors, employees, and customers alike. In the beginning of 2013, Coca-Cola’s Chairman and CEO, Muhtar Kent, issued a statement that relayed Coca-Cola’s renewed efforts to “be guided by their established standards of corporate governance and ethics.” (Coca-Cola Company, 2013, para. 1) His stance on corporate responsibility, ethics, and compliance while well-laid out, were not always the determining factor of how the company did its business. In 1996, this was all a different story and a somewhat seemingly downward spiral of unethical events began to happen at Coca-Cola.
Weaknesses – Coca-Cola is a very successful company with an impeccable social media following. Word of mouth is probably a strength, but only when feedback from consumers is positive, but there are people who are against Coca-Cola and their products. Even though Coca-Cola produces over 200 brand products, Coca-Cola lacks the social media popularity of other brands that they produce (Moth, 2013). Many drinks that they produce are extremely popular such as Coke or Sprite, but there are a lot of Coca-Cola products that are unknown, unseen, and unavailable for
Considering individuals are becoming more health conscious it would be beneficial for Coca Cola to continue producing even more healthy products. Producing healthier drinks could potentially get their products back in schools. Researching into cheaper materials as well as environmentally friendly alternatives to plastic would be another recommendation. The main concern for Coca Cola is water supply. Without water Coca Cola would not be able to stay in business. It is recommended for Coca Cola to reduce the amount of water it uses. They have already begun a goal to improve water use. “Our 2020 goal is aggressive and builds on the 21.4% water efficiency improvement we’ve made since 2004. We expect to increasingly assess not just the quantity of the water used to grow our product ingredients, but the impact of that use as well” (Improving,
Coca-Cola has recently made national news for many morally wrong business decisions. They are draining most of the water from
Learning from experience Coca-Cola has had some fierce competition over the years but nothing in the form of an entire health market shift like now. As well as mounting political persecution of its products like they are facing today. They must rely on past experiences to get through but likely will need to start studying the new trends to stay relevant.
Coke Facts The Coca Cola Company Coca Cola India: Key Facts - Coca Cola Business, website: http://www.cokefacts.com/facts/facts_in_keyfacts.shtml