Coca Cola Research

Topics: Coca-Cola, Soft drink, Diet Coke Pages: 24 (8942 words) Published: December 14, 2012

Business Policy and Strategy

Table of Contents
1.0 Executive Summary
2.0 Introduction
3.0 Current Situation
4.1 Current Performance
4.2 Strategic Posture
4.0 External Factors (The Opportunities and Threats in SWOT) 5.0 Internal Factors- Competitive Capabilities
6.0 Strategy Suggestions and Alternatives Analysis
7.0 Implementation
8.0 Appendices
9.0 Citation

Executive Summary

Coca-Cola is the provider of carbonated and non-carbonated beverages that can be found in many homes, businesses, and almost everywhere you go in your daily routine. As follows in this plan, Coca-Cola renovates their concept and strategic focus by adding importance to target segments with new and evolving technologies. Coca-Cola will use its marketing tactics to help focus and separate themselves from their competitors. With innovative developing technologies and government regulations in the industry, Coca-Cola needs to address vital matters related to its current performance, their next strategic moves, and their implementation tactics to fully incorporate a strategic operation. To gain a broad insight, the following items need to be focused upon: 1. Keep themselves informed of their customers' needs when it come to producing new alternative beverages. 2. Focus on the strategies that will keep them ahead of their competitors. 3. Always strive to be first in the alternative beverage market. There are many complications and opportunities within this market. With the right resources, Coca-Cola will be profitable by effectively reaching their target goal to gain additional market share in the industry versus other competing beverage companies and they should also save money by following through with what they believe will work for them.

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate, which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments. The Coca-Cola Company is the world's largest beverage company and is also the leading producer and marketer of soft drinks. Due to the high competition in the market, Coke uses more than the usual amount of money that other companies may spend on research and development and marketing and production, in order to design a new product to gain a higher margin over its competition. The following topics focus on how the Coca-Cola Company uses strategies in order to compete in the mature market. Coca Cola needs to focus on certain strategies to be successful. Some of those strategies include, broad differentiation strategy, merchandising strategy, production strategy, marketing strategy, financial strategy, and finally, growth. The issues of the Company will be identified, then a SWOT analysis of the company will be conducted, and after that, an evaluation of alternative strategies will be stated and finally recommendations and implementation will be given. The Coca-Cola Company is the world’s largest producer of non-alcoholic beverages and the most valuable firm in the world. They own over 300 brands in over 200 countries and have products such as carbonated soft drinks and non-carbonated beverages, such as fruit juice, fruit flavored drinks, sports drinks,...
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