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Case Study
STRATEGIC MANAGEMENT
EXECUTIVE SUMMARY
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John
Stith Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-
colored syrup in a three legged brass kettle in his backyard. He first “distributed” the product by
carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five
cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by
accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme
that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda
fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was
only when a strong bottling system developed that Coca-Cola became the world-famous brand it
is today.
Interbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World and
estimated its brand value at $70.45 billion. Coca-Cola currently offers nearly 400 brands in over
200 countries or territories and serves 1.5 billion servings each day. Today, products of the Coca
Cola Company are consumed at the rate of more than one billion drinks per day.
HISTORY OF COCA COLA
Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed that Coca-Cola
became the world-famous brand it is today.
Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him
but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler
focused on fountain sales.
1899 The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could
build a business around bottling Coca-Cola. In a meeting with Candler,
Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to
bottle Coca-Cola across most of the United States (specifically excluding
Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John
T. Lupton, soon joined their venture.
1900-1909 … Rapid growth
The three pioneer bottlers divided the country into territories and sold bottling rights to local
entrepreneurs. Their efforts were boosted by major progress in bottling technology, which
improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were
operating, most of them family-owned businesses. Some were open only during hot-weather
months when demand was high.
1916 … Birth of the contour bottle
Bottlers worried that the straight-sided bottle for Coca-Cola
was easily confused with imitators. A group representing the
Company and bottlers asked glass manufacturers to offer
ideas for a distinctive bottle. A design from the Root Glass
Company of Terre Haute, Indiana won enthusiastic approval
in 1915 and was introduced in 1916. The contour bottle
became one of the few packages ever granted trademark
status by the U.S. Patent Office. Today, it's one of the most
recognized icons in the world - even in the dark!
1920s … Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas
and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A
few years later, open-top metal coolers became the forerunners of automated vending machines.
By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.
During the war, 64 bottling plants were set up around the world to supply
the troops. This followed an urgent request for bottling equipment and
materials from General Eisenhower's base in North Africa. Many of these
war-time plants were later converted to civilian use, permanently
enlarging the bottling system and accelerating the growth of the
Company's worldwide business.
For the first time, consumers had choices of Coca-Cola package size
and type -- the traditional 6.5-ounce contour bottle, or larger servings
including 10-, 12- and 26-ounce versions. Cans were also introduced,
becoming generally available in 1960.
Coca-Cola Zero® has been one of the most successful product launches in Coca
Cola’s history. In 2007, Coca Cola’s sold nearly 450 million cases globally. Put
into perspective, that's roughly the same size as Coca Cola’s total business in
the Philippines, one of our top 15 markets. As of September 2008, Coca-Cola
Zero is available in more than 100 countries.
3.6 Water
Sprite Not clearly defines. Kinley Soda Mostly those who consume liquor.
Mission Statement (actual)
Our mission declares our purpose as a company. It serves as the standard against which we
weigh our actions and decisions. It is the foundation of our Manifesto.
Our vision guides every aspect of our business by describing what we need to accomplish in
order to continue achieving sustainable growth.
People: Being a great place to work where people are inspired to be the best they can be.
Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's
desires and needs.
Partners: Nurturing a winning network of customers and suppliers, together we create mutual, enduring
value.
Planet: Being a responsible citizen that makes a difference by helping build and support sustainable
communities.
Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.
The vision statement of our company supports the existing strategies that is (generic
strategy) that Coca Cola needs to pursue is that of differentiation. In their current vision
and mission statements, the company says it aims to be a low cost leader, yet through our
thorough analysis of the strategic direction the company needs to adopt a generic strategy
of differentiation. This will allow Coca cola to do three things;
With the market just turning the bend to ‘saturation’, it is entering a phase of intense competition
with all major players diversifying their product lines, ranges and even businesses into a versatile
range of products to put in place more infantry on the battle ground to use to their advantage in
this war of brands. Therefore, we believe that the current strategic objective of Coca cola
should be to consolidate its existing brand, Coca cola through extensive strategic market research
and consumer insights to be able to home in on the correct target market like a precision
targeting missile rather than as an Anti-aircraft gun
Internal Audit
Strength Weakness
Strengths
Weaknesses
1. Product line is limited to beverages. 0.09 1 0.09
External Audit
Opportunities Threats
Opportunities
1. Bottled water consumption has 0.06 4 0.24
increased 11 percent.
Threats
Total
SWOT ANALYSIS
SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats inside a company, project, or a business venture. It involves
identifying the internal and external factors that are favorable/unfavorable for business to
succeed
STRENGTHS
1. Credit rating
2. Customer concentration, particularly in the US (Wal-Mart accounts for more than 10% of
Coca Cola's business in the US)
3. A lot of loyal Pepsi customers are not enough loyal Coca Cola customers
4. Does not enjoy the number one position in India, Pakistan.
OPPURTUNITIES
THREATS
ST:
• First of all innovation can be used. This may certainly give coca cola competitive
advantage because it introduces a new product, which many people will want to try.
People will like to purchase the commodity even though price is high because no
substitutes are available. It may also give coca cola brand loyalty which means
customers will stay loyal to them no matter what happens.(S1,S2,S4,S5,S7,T1,T2,T3)
• If coca cola used strong marketing with environment friendly attitude it may raise
barriers to entry, thus decreasing the threat of new entrants to the industry.
(T1,T4,T5,S2,S4,S5,S6)
SO:
• Coca Cola's brand represents quality, taste and excitement to the market, qualities that
remain unmatched by the company's competitors, thus severely reducing any threat of
being substituted. (S1,S4,S2,O1,O2,O3)
WO:
• Another factor is marketing. This is a very important factor for coca cola. In order for the
company to maintain its strong market position, Coca Cola needs to continuously
strengthen its brand to maintain brand loyalty and positive responses and differentiate
itself from its competitors.(W2,W3,W4,O1,O2,O3,O4)
WT:
• They should installed hi-tech water recycling system so that they can save 50% water
savings of its operations. (W3, W4, T4)
• Many of coca cola’s plastic bottles are recycled and as a result less resource are lost and
costs decrease. Through diversification & innovation in water & juices business
supported with aggressive advertising strategy Coca Cola Company can attracts a new
market segment. This will mean they will have a higher revenue increasing long term
profitability and improve credit rating.(W1,W4,T1,T3,T4)
SWOT Strategies
Strengths (S) Weaknesses (W)
• Another factor is
1. Possible growing marketing. This is a very
demand. important factor for coca
• Coca Cola's brand represents cola. In order for the
2. Expansion – Reaching quality, taste and excitement to company to maintain its
all segments. the market, qualities that remain strong market position,
unmatched by the company's Coca Cola needs to
3. Globalization competitors, thus severely continuously strengthen
4. Catering to Health reducing any threat of being its brand to maintain
Consciousness of substituted. brand loyalty and
People (S1,S4,S2,O1,O2,O3) positive responses and
differentiate itself from
5. Bottled water growth its competitors.
6. Acquisitions of smaller (W2,W3,W4,O1,O2,O3,O4)
players.
(W1,W4,T1,T3,T4)
SPACE Matrix
Coordinate: (3.6, 2.2) FS
+3.6
-1.00
Competitive
Defensive
Aggressive
+6.0
+1.0
-6.00
+2.
Conservative
0
2
CA IS
ES
Financial Strength
Return on Assets (R
Leverage
Competitive Advan
Market Share
2.2
X-axis: -1.4 + 5.0 = 3.6 Y-axis: 5.4 + -3.2 =
Product Quality
Coordinate: (3.6, 2.2)
Industry
Cash
Relative
Question
Dogs
Stars
Coke
Cows
Market Share
Customer Loyalty
Sales
MarksPosition
Growth
Rate
Technological know-
Control over Supplie
Competitive Advan
CONCLUSION:
The Coca Cola Company has a very rich history and spread over the world, the study in this
report specially the particular SPACE matrix tells us that Coca Cola Company should pursue an
aggressive strategy. Coca Cola Company has a strong competitive position in the market with
rapid growth. It needs to use its internal strengths to develop a market penetration and market
development strategy. This includes focus on Water and Juices products, and catering to health
consciousness of people through introduction of different coke flavor and maintaining basic coke
flavor. Further company should integrate with other companies, acquisition of potential
competitor businesses, innovation in branding and aggressive marketing strategy can bring long
term profitability.