Marketing Research on Coke
The Coca-Cola Company Profile
The Coca-Cola Company is the world’s leading beverage company. With a brand value of 78.5 billion dollars, Coca-cola is the world’s number one brand according to Interbrand. Based in Atlanta, Georgia, the company distributes carbonated soft drinks, light and diet beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks in over 200 countries.
Even though Coco-Cola’s beverage portfolio caters primarily to Carbonated Soft Drinks, the company has been expanding fast into the non-carbonated soft drinks category in response to a shift in consumer demand and a greater emphasis on healthy options. The Company generated net annual operating revenue of 28.9 billion USD in 2007, representing a 20% growth over the previous year.
Even though Coca-cola is the leading brand with large scale operations across the world, the company has been facing sluggish sales in the carbonated drinks market in North America.
The main threats that face Coca-Cola are the rise in the number of substitutes as well as the growing health consciousness of the consumers. With key acquisitions of many non-carbonated drinks and the opportunity presented by the growing bottled water market, Coca-Cola is in a favorable position to meet its threats.
Company Priorities
Based on its annual report, Coca-cola has outlined 5 priorities that it will focus on in the year 2008 and that is to grow its leadership in the sparkling beverage industry, rapidly grow its still beverages, leverage a balanced geographic portfolio, accelerate innovation pipeline and strengthen coca-cola’s system capabilities.
These priorities show the increased commitment of the Coca-Cola Company to further grow in the market and continuously establish itself as the world leader in the beverage industry.
Coca-Cola is number 1 in sparking beverages, juices and juice drinks, and in ready to drink coffee and teas. It is number 2 in sports drinks and number 3 in
The Coca-Cola Company is the world’s leading beverage company. With a brand value of 78.5 billion dollars, Coca-cola is the world’s number one brand according to Interbrand. Based in Atlanta, Georgia, the company distributes carbonated soft drinks, light and diet beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks in over 200 countries.
Even though Coco-Cola’s beverage portfolio caters primarily to Carbonated Soft Drinks, the company has been expanding fast into the non-carbonated soft drinks category in response to a shift in consumer demand and a greater emphasis on healthy options. The Company generated net annual operating revenue of 28.9 billion USD in 2007, representing a 20% growth over the previous year.
Even though Coca-cola is the leading brand with large scale operations across the world, the company has been facing sluggish sales in the carbonated drinks market in North America.
The main threats that face Coca-Cola are the rise in the number of substitutes as well as the growing health consciousness of the consumers. With key acquisitions of many non-carbonated drinks and the opportunity presented by the growing bottled water market, Coca-Cola is in a favorable position to meet its threats.
Company Priorities
Based on its annual report, Coca-cola has outlined 5 priorities that it will focus on in the year 2008 and that is to grow its leadership in the sparkling beverage industry, rapidly grow its still beverages, leverage a balanced geographic portfolio, accelerate innovation pipeline and strengthen coca-cola’s system capabilities.
These priorities show the increased commitment of the Coca-Cola Company to further grow in the market and continuously establish itself as the world leader in the beverage industry.
Coca-Cola is number 1 in sparking beverages, juices and juice drinks, and in ready to drink coffee and teas. It is number 2 in sports drinks and number 3 in