This report was commissioned to analyze the ten marketing success factors of Coca-Cola Company and suggest Coca-Cola Company on how to solve the problems that had been faces. The research shows on how Coca-Cola Company achieves their success in nowadays by marketing success factors. The ten marketing success factors of Coca-Cola Company are market research, market analysis, selecting target market, SWOT analysis, marketing mix, positioning, factors that influencing customer choice, innovation, brand development strategy and implementing, monitoring, controlling. Further investigation reveal that the market problems of Coca-Cola Company. Coca-Cola Company has facing market problems such as health effect, competitors and environmental impact. Based on the study, we recommended Coca-Cola Company solve their health problem by launch sugar free, sugar less, low-calorie and no-calorie product. We recommended Coca-Cola Company solve their competitors problem by understand the culture of a country and launch a product that has not launched by others competitors before. Finally, we recommended Coca-Cola Company solve their environmental impact by using recycle plastic in their bottle.
2.0 Business Overview
2.1 History of Coca-Cola Company
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia. Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this company. The Coca-Cola company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. White head, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T.Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion. 2.2 Mission of the Coca-Cola Company
A mission statement is a statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. Coca-Cola Company Roadmap starts with their mission, which is enduring. It declares their purpose as a company and serves as the standard against which they weigh their actions and decisions. The mission of Coca-Cola Company is to refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference. In order to achieve these missions, Coca-Cola Company must create value for all the constraints they serve, including their consumers, their customers, their bottlers, and their communities. The Coca-Cola Company creates value by executing comprehensive business strategy guided by six key beliefs...