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2021/5/91ThecompanycultureIrecommend2021/5/92TheCoca-ColaCompany

TheCoca-ColaCompanyisanAmericanmultinationalbeveragecompanyandmanufacturer,retailerandmarketerofnon-alcoholicbeverageconcentratesandsyrups.

ThecompanyisbestknownforitsflagshipproductCoca-Cola,inventedbypharmacistJohnStithPembertonin1886.BesidesitsnamesakeCoca-Colabeverage,Coca-Colacurrentlyoffersmorethan500brandsinover200countriesorterritoriesandserves1.6billionservingseachday.2021/5/93TheCoca-ColaCompanycorporateheadquartersinAtlanta

TheCoca-ColaCompanywasfoundedin1892.It’sbasedintheUnitedStatesinAtlanta,istheworld’slargestbeverageCompany，andhas48%oftheglobalmarketshare.TheCoca-ColaCompanyisheadquarteredinAtlanta,Georgia,UnitedStates.ItscurrentchairmanandchiefexecutiveisMuhtarKent.Companyprofile2021/5/94Cola-ColaoperatesasoftdrinkthemedtouristattractionindowntownAtlanta,Ga;the"WorldofCoca-Cola"isamulti-storiedexhibitionofthemanyflavorssoldbythecompanyaswellasamuseumtothehistoryofthecompany.culture2021/5/95Mission,Vision&Values

Mission

Torefreshtheworld...Toinspiremomentsofoptimismandhappiness...TocreatevalueandmakeadifferenceVisionPeople:Beagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe.Portfolio:Bringtotheworldaportfolioofqualitybeveragebrandsthatanticipateandsatisfypeople'sdesiresandneeds.Partners:Nurtureawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,enduringvalue.

2021/5/96Mission,Vision&Values

ValuesIntegrity:BerealAccountability:Ifitistobe,it'suptomePassion:CommittedinheartandmindQuality:Whatwedo,wedowellLeadership:Thecouragetoshapeabetterfuture2021/5/97Let'sLOGOHappinessPassionVigor2021/5/98FocusontheMarketFocusonneedsofourconsumers,customersandfranchisepartnersGetoutintothemarketandlisten,observeandlearnPossessaworldviewFocusonexecutioninthemarketplaceeverydayBeinsatiablycurious2021/5/99ProductThecompanyoperatesafranchisedsystemdatingfrom1889whereTheCoca-ColaCompanyonlyproducessyrupconcentratewhichisthensoldtovariousbottlersthroughouttheworldwhoholdanexclusiveterritory.2021/5/910BrandportfolioTheCoca-ColaCompanyistheworld'sbiggestdrinkscompany,controllingmorethanhalftheglobalmarket.BesidestheCoca-Cola,theCompanyhasaportfolioofmorethan3,300beverages,fromdietandregularsparklingbeveragestostillbeveragessuchas100percentfruitjuicesandfruitdrinks,waters,sportsandenergydrinks,includingteasandcoffees.theirvarietyspanstheglobe.Itownsfouroftheworld'sfivebest-sellingsoftdrinks.2021/5/911Product2021/5/912122021/5/913Product·Fanta芳达·Qoo酷儿·MinuteMaid美之源2021/5/914Product·Sprite雪碧·Nestle雀巢·Icepurifiedwater冰露2021/5/915Duringthe1990s,thecompanyrespondedtothegrowingconsumerinterestinhealthybeveragesbyintroducingseveralnewnon-carbonatedbeveragebrands.OnSeptember3,2008,Coca-ColaannouncedthepurchaseofChinaHuiyuanJuiceGroupLimited.History2021/5/916Advertising2021/5/917SWOTAnalysis2021/5/918SWOTAnalysisChartSTRENGTHS1.Longhistory2.Goodquality3.Specialrecipe4.Iductdistributionandworldwidenetwork6.solidfinancialperformance7variedproducts(water,juices,softDrinks，sportdrinks,etc)2021/5/919SWOTAnalysisChartWEAKNESSES1.AsCoca-colacompanyisamultinationalcorporation,it’sdifficulttomanage.2.Coca-colaisakindofhighglucosecarbonateddrink,thereforeitislowinnutritionalvalue.3.Thetransportcostsofrawmaterialishigh.4.doesnotenjoythenumberonepositioninIndia,Pakistan.5.AlotofloyalpepsicustomersarenotenoughloyalCoca-cola.2021/5/920SWOTAnalysisChartOPPORTUNITIES1.Itcansatisfytheyoungpeoplesneed,andhasaworld-widereputation.2.Ithasalargemarketshare.3.Thecompanytakesanactivepartinthepublicserviceactivities,suchasbeingthesponsoroftheOlympicGames.2021/5/921SWOTAnalysisChartTHREATS•1.Astheawarenessofhealthisprevalent,peoplemaydrinklessofCoca-cola.2.Itencountersfiercecompetition.Manydrinkwantstosubstituteit,andwecan’tneglectitsbiggestrival—Pepsi-cola.3.Imoditypricesgrowthleadstorisingcosts2021/5/922SuggestionFirstofallinnovationcanbeused.Thismaycertainlygivecoca-colacompetitiveadvantagebecauseitintroducesanewproduct,whichmanypeoplewillwanttotry.Peoplewillliketopurchasethecommodityeventhoughpriceishighbecausenosubstitutesareavailable.Itmayalsogivecoca-colabrandloyaltywhichmeanscustomerswillstayloyaltothemnomatterwhathappens.Anotherfactorismarketing.Thisisaveryimportantfactorforcoca-cola.Inorderforthecompanytomaintainitsstrongmarketposition,coca-colaneedstocontinuouslystrengthenitsbrandtomaintainbrandloyaltyandpositiveresponsesanddifferentiateitselffromitscompetitors.Theyshouldinstalledhi-techwaterrecyclingsystemsothattheycansave50%watersavingsofitsoperations.Manyofcoca-cola’splasticbottlesarerecycledandasaresultlessresourcesarelostandcostsdecrease.Throughdiversification&innovationinwater&juicesbusinesssupportedwithaggressiveadvertisingstrategycoca-colacompanycanattractsanewmarketsegment.Thiswillmeantheywillhaveahigherrevenueincreasinglongtermprofitabilityandimprovecreditrating.Conclusion2021/5/923Coca-ColaCompanymarketingstrategies2021/5/924ProductsFeaturesAndPromotionalCoca-Cola

isa

carbonated

softdrinkbuthundredyearsago,theprototypeofCoca-Colawasmedicineandsoldindrugstores.(Hayes,1996).Coca-Cola

formulahascaffeinethatismainreasonwhysomanypeoplelikedrinkit.Moreover,Coca-Colatriestoinvitethemostfamousstar,whichincludesentertainmentandsportstars,tobeitsbrandspokesmaninordertoattractyoungconsumers.Finally,Coca-ColaCompanyalsousesrewardstrategytoencouragepeopletopurchaseitsproducts.2021/5/925ProductsFeaturesAndPromotionalPersonally,IthinkCoca-Colasuccessfullyuseadvertisementstoimprovetheirperformance.Firstly,Coca-Colaindicatesitsentireproductsonitswebsite.Therefore,consumerscanensurethefeaturesofeveryproductandalwayshavesomerewardactivities.Furthermore,manystarsareCoca-ColaCompanybrandspokesmanwhichcanattractalargenumberoftheirfanstobuyCoca-Cola.Ultimately,Coca-ColaCompanyalsocollaborateswithsomeentertainmentperformanceswhichalsocanimproveitspopularity.2021/5/926PsychographicProfileToTheMarketCoca-Colaisthemostpopularsoftdrinkintheworld.Mostofpeoplelikedrinkingitfromyoungchildrentooldpeople.AccordingtoCoca-ColaCompany2009YearinReview(2009),percapitaconsumed382cansinNorthAmerica,284cansinLatinAmericaand177cansinEurope,in2009andthisnumberwasincreasingeveryyear.Youngadultsarethemajorconsumerstherangeofagefrom15to30.YoungadultslikedrinkingCoca-ColabecauseoftheCoca-Cola’sadvertisements.Inaddition,theCoca-ColanotonlyhasexcellenttastebutalsodrinkingCoca-Colameansyouthandfashion.2021/5/927PsychographicProfileToTheMarketInmyopinion,Coca-Colashouldpaymoreattentiononothersgroupssuchas,childrenandoldpeople,despitethattherearehugenumberofchildrenandoldpeoplelikedrinkingCoca-Cola.Specifically,drinkingtoomuchCoca-ColaisharmfultochildrenandoldpeoplebecauseCoca-Colaishighcaloriedrinkanditalsohascaffeine.Hence,inordertotargetchildrenandoldpeopleCoca-ColaCompanyshouldtocreatenewlowcalorieCoca-Colawithoutcaffeine.2021/5/928TargetMarketApproachCoca-Colaaimstoselltoalargebroadmarket.Ittriestousemanystrategiestoestablishaninternationalbrand.Coca-Colainvestsandconstructsfactoriesindifferentcountryinordertoreducethecost.Forinstance,accordingtoCoca-ColaCompanywebsitearticle“Workingasaglobalteam”,Coca-ColaCompanyhas92800associatesaroundtheworldand87percentofthemareoutsidetheU.S.Meanwhile,Coca-ColaCompanytranslatesitsadvertisementsintomanycountrieslanguages.Toillustrate,ontheCoca-ColaCompanywebsitethereareeightlanguagessuchasChinese,JapaneseandEnglish.2021/5/929TargetMarketApproachPersonally,therearetworeasonsmakeCoca-ColaCompanytodevelopmassmarket.Firstofall,asIsidebefore,investingandconstructingfactoriesinmanycountriescanreduceitscostandgainhugemoneybecauseinmanycountriesrawmaterialsarecheaperthantheU.S.Also,itisnothardtoseethatmassmarketcanincreasemorepeopletopurchaseCoca-Colaandmarketcompetitiveness.Tosumup,becominganinternationalbrandisthebestmethodtomakeCoca-ColaCompanybecomingstrongerinthefuture.2021/5/930CompetitiveTrendsItisnodoubtthatCoca-Cola'sgreatestarch-rivalisPepsiCo.Thesetwocompanieshavecompetedforhundredyears.AccordingtoHills(2009),

PepsiCo