Coca-Cola company has been around for 125 years. It was created in 1886 and today is one of the most well known brands in the world. It’s the global, distributor, manufacturer, and marketor of non-alcoholic beverages. The brand as well as the secret formula in Coca-Cola’s main product coke, has made Coca-Cola one of the most iconic products in the world.
Coca-Cola through its advertising, marketing, sponsorship, and humaniterian efforts has been a largely popular and profitable company. These efforts has been carried out through Coca-Cola’s vision which is based on its overall strategy to maintain sustainable and quality growth. Their vision is based on the 6 P’s: people, portfolio, partners, planet, profit, and productivity; which creates value, satisfaction, profit, and success for itsself, its customers, employees, suppliers, the world, and its shareowners. Coca-Cola’s overall mission also pays omnage to its overall strategy. Its mission “to refresh the world, “to inspire moments of optimism and happiness”, and “to create value and make a difference” serves as the corporations overall purpose and standards for which actions and decisions are based (Coca-Cola.com).
Coca-Cola has achieved competitive advantage in numerous ways. They have achieved differentiation, brand identity, and gained loyalty from being a complementor to customers. Coca-Cola maintains buyer bargaining power with buyers and bottling companies as well as bargaining power with suppliers because of the wide availability of raw materials for production. Coca-Cola alongside with its bottling companies has a large economy of scale that creates heavy barriers for entry. They often face little intensity of competition because of the growth in developing countries. The company though, has forseen the threat of the new health movement, thus they have created coke zero, new products, and measures to reduce threats from substitutes and risks to their competitive position.... [continues]
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