Product Portfolio Analysis
‘Coca-cola’ is my chosen business.
SWOT – Strengths, Weaknesses, Opportunities, Threats.
S- 1. ‘’Bottling Network: Coca-Cola partnerships with 275 bottling companies allow it to distribute products all over the world. The network also allows companies to cater to varying consumer tastes in different cultures, regions and countries. For example, if a local market prefers tea then the local bottler can mix and package the beverage for distribution. It has relationships with local retailers and final consumers to make that happen’’ 2. ‘’Technology: I am not referring to Coca-Cola’s ability to make computer chips but rather the company’s definition of technology such as know-how, trade secrets such as recipes and software that aids in the logistics of getting its products to market.’’ W- 1. ‘’ More bottling: Coca-Cola’s gross profit margins declined from 64% in 2009 to 60% in 2011.’’ 2. ‘’ Concentrates, which until 2010 comprised the majority of Coca-Cola’s revenue, commanded a higher margin. The remaining portion of revenue came from “finished products.” Bottlers bought the concentrates from Coca-Cola, taking on the added cost of mixing and bottling the beverage, and selling it as a finished product.’’ O- 1. ‘’ New Markets: Believe it or not Coca-Cola still has markets to conquer. In the United States 403 servings of Coca-Cola per capita were served according to Coca-Cola’s 2011 annual review. China and India’s population had 38 and 12 servings per capita, respectively. Coca-Cola invests heavily in infrastructure in emerging markets to make it easier to sell products. ‘’ 2. Healthy Options: Coca-Cola’s healthy drinks experienced the greatest growth in revenue and U.S. share gain in 2011. According to Beverage Digest, Coca-Cola’s bottled water brand Dasani gained the most volume in the liquid refreshment megabrand category in the United States. Case volume for water increased 10% globally according to Coca-Cola’s 2011 annual...
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