Jun 03, 2011 cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in its home market. Corporate strategy direction of cocacola by youngtae jo. Coca cola company strategy of sales was price penetration where low price are charged and the company attends large market as possible. Pdf operation strategies for cocacola vs pepsi companies. Marketing theory case of the coca cola company the. Utc mean under the crown scheme, coca cola often do this type of scheme and they. This case study examines the coca cola imc approach as described in the cola war blog. An evaluation of marketing strategies undertaken by coca cola. Cocacolas headquarters are in atlanta, georgia, in america.
Corporate level strategy cocacola company is now the largest soft drink company in the world. The brand development strategy of coca cola comprised redesigning. Coca colas entry strategies into the african market. Cocacolas mission and vision work in cohesion, they both support each other. In a 7 to 10page paper, integrated your external and internal company analysis, completing a formal company swot. The coca cola company is an american public limited company founded in 1886 with headquarters in atlanta, georgia, united states of america. Coca cola s headquarters are in atlanta, georgia, in america. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Coca cola companys mission statement is to maximize shareowner value over time. The product is controlled by the cocacola company, a. Engage your students during remote learning with video readalouds. Corporate level strategy coca cola company is now the largest soft drink company in the world. Jan 21, 2016 coke also announced that all brands coca cola, diet coca cola, coca cola zero, and coca cola life under the coca cola company umbrella will be united under the same creative campaign, in a huge shift of strategy. Company also does sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.
Coca colas entry strategies into the african market marketing. With the presence in more than 200 countries and the daily average servings to 1. This study tried to identify the impact of operation strategies for coca cola vs pepsi companies to attract their customers. Coca cola has intense competition with pepsi so its pricing cant exceed too much nor decrease too much as compared to the price of pepsi cola. Discussion and analysis of the marketing strategy of coke zero in. Promotion strategies of coca cola the final projects. Cocacola hellenic strategic priorities cocacola hbc. This was a case study and only primary data was used for the study. Organizational structure of coca cola company the coca cola company realizes that it needs to be able to meet the ever changing demands of its customers. The third keystone of cocacolas content marketing strategy is the offering of stories that are categorized in different topics such as history, brands, sustainability or music, for instance the cocacola company, 2015. The outcome of this case is use a completed external and internal analysis of the cocacola company, in the completion of a swot. Mar 21, 2014 marketing strategies of coca cola company 1. Coco cola marketing strategy and market plan executive summary giant soft drink company coca cola has come under intense scrutiny by investors due to.
This report looks at various marketing techniques used by coca cola to become one of the best known brands of the world. Pdf strategic marketing plan for cocacola 2016 researchgate. Marketing strategy contents introduction and summary of the company. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan. An evaluation of marketing strategies undertaken by coca. Analysis of brandlevel strategic pricing between cocacola company and pepsico.
Nowadays more expenses are spent on advertising by soft drink companies rather than on manufacturing. The external environment, internal profile and swot of cocacola the purpose of this document is to provide a formal company swot analysis of cocacola using the five forces of porters model and a. Cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in. Discussion and analysis of the marketing strategy of coke. Nov 29, 2012 with regard to the production of the soft drink itself, the main element to their products on offer is coca cola. The amount of money charged for a product or service, or sum of the values that consumers exchange for the benefits of having or using the product or services.
In 1916, the coca cola company began manufacturing of its most famous bottle. The consumer can also contact through helpline number. The cocacola brand is globally valued and recognized. Coca cola marketing strategies free download as word doc. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. With regard to the production of the soft drink itself, the main element to their products on offer is cocacola. This study tried to identify the impact of operation strategies for cocacola vs pepsi companies to attract their customers. The coca cola brand is globally valued and recognized. Cocacola in 2015 matt curd matt curd page 1 marketing plan. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us. The coca cola company has been in business for a really long time, and during this period, the venture managed to grow a healthy following as well as generate a ton of copycats trying to muscle in on their market share. The coca cola company is an international global business, and has more than just one product within the softdrinks market, other products include fanta and sprite all owned by the coca cola company.
Since coca cola operates in more than 200 countries. In order to achieve this mission, they are creating value for their consumers, bottlers, and their communities. From the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than 3500 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. In 1928, the companys president led an expansion plan of coke overseas when he introduced the soft drink to the olympic games. Cocacola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. The product is controlled by the coca cola company, a. Utc mean under the crown scheme, coca cola often do this. Project report on marketing strategies of coca cola submitted by acknowledgements. The cocacola company is a leading soft drink and beverage manufacturer and marketer with a footprint in every part of the globe.
The external environment, internal profile and swot of coca cola the purpose of this document is to provide a formal company swot analysis of coca cola using the five forces of porters model and a pest analysis. May 10, 2019 product in the marketing mix of coca cola. Coca cola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Previous failed marketing strategies such as coke zero and desani. It contributes to the highest sales of soft drinks globally. If a company plans to grow and progress, its essential to analyze and understand their current situation to formulate.
The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. Coca cola life how new strategies maintain dominance. Coca cola marketing strategies pepsi co coca cola scribd. The companys objective is to offer and deliver soft drinks products anywhere in the world using safe and affordable supply chain management.
Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Organizational structure of coca cola company the cocacola company realizes that it needs to be able to meet the ever changing demands of its customers. Because of this, cocacola has come up with long term objectives. Supporting an event, race, function or contest is also a type of promotional activity, through a company can achieve promotional objectives. Coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca colas public relations, events and experiences and direct selling. Marketing strategy essay coca cola is a soft drink that was invented in 1886. Brand looks like the relationship between a product and its. Coca cola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition.
Coca cola is the top company in the industry, according to euromonitor. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. This session, we will be conducting a strategic analysis of the cocacola company. You do this by integrating your brand strategies through your company at every point of public contact. In order to boost profitability, fmcg companies employ marketing mix strategies. Coca cola is one of the most leading company in soft drink beverage industry. Cocacolas new marketing strategy taste the feeling. The cocacola companys structure is a hybrid of both mechanistic and organic models.
It is important for the company to connect to the customers through different channels. Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of coca cola that maintains the same taste. Sep 07, 2016 coca cola company uses email, social media networks to interact directly with its consumers. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise. Because of this, coca cola has come up with long term objectives. Interview guides were administered among senior managers at. Factors considered will include an examination of which components are expended in regards to the integrated approach, the comparative importance of the components, component efficiency, and the overall success of the imc approach. Marketing strategy of coca cola coca cola strategy. Cocacola started with a pricing strategy based on the basis of competition. Nowadays, economies are becoming more entwined than ever, any possible. New customer strategy coca cola new customer strategy for coca cola cocacola porters generic strategies coca cola company promotional strategy guidelines and ideas for memo on imc of coke zero strategic plan for cocacola marketing strategy, value proposition and customer relationship sales strategy. The cocacola company has been in business for a really long time, and during this period, the venture managed to grow a healthy following as well as generate a ton of copycats trying to muscle in on their market share. Coca cola life how new strategies maintain dominance world. Coca cola company operations and strategies business essay.
Coca cola company is one of the fastest growing multinational enterprises in nigeria. Pemberton, an atlanta pharmacist, when he tried to. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. An example for such successful implementation of marketing strategy is coca cola.
History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. Marketing strategy is an idea which grows from the seed of value proposition enabling the company a. Aug 03, 2015 coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca colas public relations, events and experiences and direct selling. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas.
Furthermore, it is remarkable that the mixture of categories seems to follow a certain structure. If price of the coca cola exceed too much from the pepsi then people will shift to the pepsi cola and on the other hand if the price of coca cola decreases people might get the impression that its. Coca cola started with a pricing strategy based on the basis of competition. Strengths cocacola has been an intricate part of american culture for over a century.
Cola hbc, consumer relevance means meeting and exceeding consumer expectations by offering the right products, in the right packs, through the right channels for the right occasion. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Globally, coca cola is more dominant and has a majority of the global market share. Written by carmen sigmund in order to answer the in part one raised question, namely how does cocacola use storytelling in its content marketing strategy to emotionally connect with its users. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making. New customer strategy coca cola new customer strategy for coca cola coca cola porters generic strategies coca cola company promotional strategy guidelines and ideas for memo on imc of coke zero strategic plan for coca cola marketing strategy, value proposition and customer relationship sales strategy. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Last year was not a good one for coke in which it lost market share to pepsi. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. Business details, marketing strategies and analysis. Having a product people enjoy is far from the only thing needed to become one of the.
Moreover, the company has become the largest manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups which operate in more than 200 countries. The coca cola companys structure is a hybrid of both mechanistic and organic models. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. These products must be consistently fresh, in premium condition, and. Cocacola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition.
Company, with coordinated marketing to consumers and. Interview guides were administered among senior managers at coca cola kenya to collect data. Pdf coco cola marketing strategy and market plan ekin duran. Sep 08, 2018 bcg matrix in the marketing strategy of coca cola. Doc project report on marketing strategies of coca cola. The cocacola companys business strategy read a free. The company has the widest portfolio in beverage industry comprising of 3300 products.
Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. This paper performs a strategic analysis of the cocacola company, a leader in the beverage industry. Coke also announced that all brands cocacola, diet cocacola, cocacola zero, and cocacola life under the cocacola company umbrella will be united under the same creative campaign, in a. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world.
Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of cocacola that maintains the same taste. Cocacola life the first strategy of the company is to introduce a new product named cocacola life which is a cola beverage with less calorie content because of stevia leaf extract and cane sugar instead of the regular corn syrup. Aug 19, 2019 from the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than 3500 products. The cocacola company is one of the largest manufacturers, distributors and marketers of. This paper performs a strategic analysis of the coca cola company, a leader in the beverage industry.
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