Coca Cola Company

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TABLE OF CONTENT

Preface..............................................................................................................................2 Background......................................................................................................................2 Problem Formulation........................................................................................................3 Objectives.........................................................................................................................3 Theoritical Basis...............................................................................................................4 Selected Object...............................................................................................................17 Contents...................................................…………………………………………...…26 Implementation of Safari Strategy in Coca Cola Company….......................................26 Output from Safari Strategy’s Implementation to Coca Cola Company.......................39 Conclusion......................................................................................................................45 Curiculum Vitae..............................................................................................................48 Index...............................................................................................................................50

CHAPTER I
PREFACE

BACKGROUND

Coca-Cola is the world's largest beverage company. Coca-Cola sells four of the five top non-alcoholic beverages of the world, including Coca-Cola, Diet Coke, Sprite, and Fanta. Coca-Cola employs 71,000 people in more than 200 countries. Coca-Cola produces approximately 400 brands comprising more than 2,600 beverage products. Coca cola products are distributed through restaurants and food stores, and suppliers.  Coca-Cola was first introduced on May 8, 1886 by John Styth Pemberton, a pharmacist from Atlanta, Georgia, United States. It was he who first mixing the caramel syrup which was then known as the Coca-Cola. Frank M. Robinson, John's friend and accountant, suggested the name Coca-Cola because it believes that the two-letter C will stand for advertising. In 1892, Pemberton sold Coca-Cola copyright to Asa G. Chandler who later founded the Coca-Cola company in 1892. Chandler versed in creating the consumer's attention by making a variety of souvenir items bearing the Coca-Cola. Those innovative styles of advertising such as colorful designs for the bus, decorative chandeliers of glass, as well as a series of souvenirs such as fans, calendar and clock are used to socialize the Coca-Cola’s name and encourage sales. Coca-Cola itself has two main competitors over the world, namely Pepsi Co. and Cadbury. Coca-Cola products are Coca Cola, Diet Coke, Sprite, and Fanta. That fourth product is included in the top five non-alcohol beverages worldwide. But until recently, Coca-Cola has not expanded it business to several other products such as Pepsi Co. has done. As the main competitor, Pepsi Co. already a step ahead of Coca Cola in that respect. Pepsi has been doing some expansion as it acquired Tropicana, merger with the Quecker Cats Company, which eventually adds some others major brands, including Pepsi-Cola, Quacker, Tropicana, Firto-lay, and Gatorade. Beside of those two major competitors, there are also many local competitors that produce beverage product similar to Coca Cola with cheaper price. That’s why it’s important for Coca Cola Company to improve their strategic management to defeat their competitors. Safari Strategy is one kind of strategic management that can be used by Coca Cola company and has some advantages for Coca Cola to stand still in their market range.

PROBLEM FORMULATION
Based on the description above problems can be formulated as follows: 1. How safari strategy can fit for Coca Cola strategy?
2. What kind of project...
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