The assignment focuses on analyzing and comparing two companies which belong to same sector or industry with a marketing angle. The purpose states that the study of the module Marketing Management needs to be implemented in virtual front by providing thoughtful process to the company chosen.
2. Two Companies In The Same Sector
2.1 About The Company: Coca Cola
Coca-Cola is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company, which is in the United States since March 27, 1944). It is a carbonated soft drink sold in the stores, restaurants, and vending machines of more than 200 countries.. Originally proposed as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing strategies led Coke to its governing of the world soft-drink market throughout the 20th century.
The company produces and offers concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate by combining it with filtered water and sweeteners. The bottlers then distribute and merchandise Coca-Cola to retail stores and vending machines. This includes Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for soda fountains to restaurants and food service distributors.
The Coca-Cola Company has introduced on occasions, other cola drinks under the Coke brand name. The most common an used of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Coca-Cola Cherry, Coca-Cola Zero, Diet Coke Caffeine-Free, Coca-Cola Vanilla, and special editions with lemon, lime or coffee.
Mission, Vision & Values
The world all around us is changing. To continue to flourish as a business over the next ten years and beyond, the company must look ahead; understand the trends that will shape business in the future and move fast to prepare for what's to come. The company must get ready and be prepared for tomorrow today. That's what 2020 Vision is all about. It creates a long-term destination for business and provides a "Roadmap" for winning together with bottling partners.
Coke’s roadmap starts with a mission, which is lasting. It declares its aim as a company and serves as the standard against which company measures its actions and decisions.
➢ To refresh and revive the world.
➢ To encourage moments of optimism and happiness.
➢ To create value and hence make a difference.
Company’s vision a focus serves as the framework for its Roadmap and guides every aspect of business by describing what it needs to achieve in order to continue achieving sustainable, quality growth.
➢ People: Be a great place to work where people are encouraged to be the best they can be.
➢ Portfolio: Bring to the world a portfolio of quality beverage brands that expect and satisfy people's desires and needs.
➢ Partners: Nourish a winning network of customers and suppliers, together we create mutual, enduring value.
➢ Planet: Be a responsible and answerable citizen that makes a difference by helping to build and support sustainable communities.
➢ Profit: Increase long-term return to shareowners while being mindful of our overall responsibilities.
➢ Productivity: Be a highly effective and fast-moving organization.
Coke’s Winning Culture
Winning Culture of the company defines the attitudes and behaviors that will be needed to make its 2020 Vision a reality.
Live Its Values
Company’s values serve as a plot for its actions and describe how it behaves in the world. ➢ Leadership: The courage and confidence to shape...