Strategic Management Cocacola Essay Research Paper Company

Strategic Management: Cocacola Essay, Research Paper

Company History

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Dr. John S. Pemberton in Atlanta, Georgia invented Coca-Cola in May 1886.

During the first twelvemonth, gross revenues of Coca-Cola averaged nine drinks a twenty-four hours, adding up to entire gross revenues for that twelvemonth of $ 50.

Today, merchandises of The Coca-Cola Company are consumed at the rate of more than one billion drinks per twenty-four hours.

The Company is the universe & # 8217 ; s taking maker, seller, and distributer of non-alcoholic drink dressed ores and sirups.

The Company and its subordinates employ about 31,000 people around the universe.

Syrups, dressed ores and drink bases for Coca-Cola, the Company & # 8217 ; s flagship trade name, and over 230 other Company soft-drink trade names are manufactured and sold by The Coca-Cola Company and its subordinates in about 200 states around the universe.

Mission statement

Our mission is to maximize share-owner value over clip. In order to accomplish this mission, we must make value for all the components we serve, including our consumers, our clients, our bottlers and our communities. The Coca-Cola Company and its subordinates ( our Company ) create value by put to deathing a comprehensive concern scheme guided by six cardinal beliefs:

consumer demand drives everything

trade name Coca-Cola is the nucleus of our concern

we will function consumers a wide choice of the non-alcoholic ready-to-drink drinks they want to imbibe throughout the twenty-four hours

we will be the best sellers in the universe

we will believe and move locally

We will take as a theoretical account corporate citizen.

The Company & # 8217 ; s runing direction construction consists of five geographic groups plus The Minute Maid Company. The North America Group comprises the United States and Canada. The Latin America Group includes the Company & # 8217 ; s operations across Central and South America, from Mexico to the tip of Argentina. The Greater Europe Group stretches from Greenland to Russia & # 8217 ; s Far East, including some of the most constituted markets in Western Europe and the quickly turning states of Eastern and Central Europe. The Africa and Middle East Group encompasses the Middle East and the full continent of Africa. The Asia Pacific Group has operations from India through the Pacific part including China, Japan, and Australia.

The Minute Maid Company, the Company & # 8217 ; s juice concern in Houston, Texas, is the universe & # 8217 ; s taking seller of juices and juice drinks. The Minute Maid Company & # 8217 ; s merchandises include Minute Maid Premium Orange Juice with Ca, Minute Maid Premium Lemonade Iced Tea, Minute Maid Coolers, Hi-C Blast and Five Alive.

By contract with The Coca-Cola Company or its local subordinates, local concerns are authorised to bottle and sell Company soft drinks within certain territorial boundaries and under conditions that guarantee the highest criterions of quality and uniformity.

Corporate Aim

The Coca-Cola Company is a publically held corporation, chartered in Delaware on September 5, 1919. As of December 31, 1998, about 389,000 stockholders of record held about 2.47 billion portions of the Company s common stock.

The Coca-Cola Company stock, with heart symbol KO, is listed and traded in the United States on the New York Stock Exchange. Common stock besides is traded on the Boston, Cincinnati, Chicago, Pacific and Philadelphia exchanges. Outside the United States, Company common stock is listed and traded on German and Swiss exchanges.

The Coca-Cola Company has a committedness, more than a century old, to societal duty through philanthropic gift and good citizenship. The Company & # 8217 ; s repute for good corporate citizenship consequences from charitable contributions, employee volunteerism, proficient aid and other presentations of support in 1000s of communities global.

The Coca-Cola Company continues to patronize the universe & # 8217 ; s most exciting athleticss events, including World Cup Football, the National ( American ) Football League, National Basketball Association, NASCAR, the Tour de France, the Rugby World Cup, COPA America and legion athleticss squads. The Coca-Cola Company has sponsored the Olympic Games since 1928.

Resources

Human resources

The company employs about 31,000 people in about 200 states. They maintain a long-standing committedness to equal chance, affirmatory action and valuing the diverseness of their employees. The Company strives to make a on the job environment free of favoritism and torment with regard to race, sex, coloring material, national beginning, faith, age, sexual orientation or disablement.

Benefits offered employees include wellness, alveolar consonant and life insurance ; short- and long-run disablement ; a retirement program ; a tuition assistance plan ; and engagement in the Company Thrift Plan.

It is the policy of the Company to supply employees with chances to develop cognition and accomplishments that lead to more effectual occupation public presentation.

They employ both specializers in the field and people with general accomplishments runing from marketing to finance.

The house operates a pay-for-performance concern environment. Their Entire Compensation plans are structured to drive value creative activity, to supply cost-efficient wagess that are meaningful to associates, and to promote uninterrupted acquisition, doing the Company every bit successful as it can be. Integral to their success in the about 200 states where they do concern are the people of the Coca-Cola concern system, who remain intensely focused on making long-run value for their portion proprietors.

Physical resources

The central office of the company is located in Atlanta USA though they have subdivisions in other states around the universe.

The house has one of the most diverse drink trade name portfolios in the universe.

In the United States, their core trade names of Coca-Cola authoritative, diet Coke and Sprite are complemented by Barq & # 8217 ; s root beer, Minute Maid Soda, Nestea, Fruitopia, Citra and Cherry Coke. Add to that the popular POWERaDE line, Minute Maid juices and Hi-C, plus the new bottled H2O, Dasani. Next up: the enlargement of frozen Coca-Cola.

But they besides sell Tian Yu Di ( teas, Waterss and fruit juices ) in China, Mori no Mizudayori ( mineral H2O ) in Japan, new SONFIL ( juice/dairy blend ) in Spain, Kuat ( guarana-flavored soft drink ) in Brazil and literally 100s of assortments of local drinks. Adding Schweppes merchandises last twelvemonth brought them 39 new trade names in more than 160 states.

Bottlers

The company owns Coca-Cola Enterprises the largest soft-drink bottler in the universe, runing in eight states.

The Company besides has concern relationships with three types of bottlers: ( 1 ) independently owned bottlers, in which they have no ownership involvement ; ( 2 ) bottlers in which they have invested and have a non-controlling ownership involvement ; and ( 3 ) bottlers in which they have invested and have a commanding ownership involvement.

They view certain bottling operations in which they have a non-controlling ownership involvement as cardinal or anchor bottlers due to their degree of duty and public presentation. The strong committedness of these bottlers to their ain profitable volume growing helps Coca Cola run into their strategic ends and furthers the involvements of their global production, distribution and selling systems. These bottlers tend to be big and geographically diverse, with strong fiscal resources for long-run investing and strong direction resources.

These bottlers give Coca-Cola strategic concern spouses on every major continent.

This is utile in deriving competitory advantage as the company has a interest in two tierces of the bottlers they use hence they can act upon them.

Fiscal resources

The company believes that it s ability to bring forth hard currency from operations to reinvest in it s concern is one of their cardinal fiscal strengths.

The steadfast gets its finance from gross revenues, franchising, loans and stock floatation.

Investings

During 1999, the Company & # 8217 ; s acquisition and investing activity, which included the acquisition of drink trade names from Cadbury Schweppes plc in more than 160 states around the universe, investings in the bottling operations of Embotelladora Arica S.A. , F & A ; N Coca-Cola Pte Limited, and Coca-Cola West Japan Company, Ltd. , totalled $ 1.9 billion.

During 1998 and 1997, the Company & # 8217 ; s acquisition and investing activity totalled $ 1.4 billion and $ 1.1 billion, severally.

The Company patrons and/or contributes to pension and station retirement wellness attention and life insurance benefit programs covering well all U.S. employees and certain employees in international locations.

In July 1999, they completed the acquisition of Cadbury Schweppes plc drink trade names in 155 states for about $ 700 million. These trade names included Schweppes, Canada Dry, Dr Pepper, Crush and certain regional trade names. Among the states excluded from this dealing were the United States, South Africa, Norway, Switzerland and the European Union member states ( other than the United Kingdom, Ireland and Greece ) .

In September 1999, they completed the acquisition of Cadbury Schweppes drink trade names in New Zealand for about $ 20 million. Besides in September 1999, in a separate dealing valued at about $ 250 million, they acquired the carbonated soft drink concern of Cadbury Schweppes ( South Africa ) Limited in South Africa, Botswana, Namibia, Lesotho and Swaziland.

To run into their long-run growing aims, Coca-Cola make important investings in marketing to back up their trade names. Marketing investings heighten consumer consciousness and increase consumer penchant for the trade names. This produces long-run growing in volume, per capita ingestion and their portion of global non-alcoholic ready-to-drink drink gross revenues.

They heighten consumer consciousness and merchandise entreaty for their trade names utilizing incorporate selling plans. The house s integrated selling plans include activities such as advertisement, point-of-sale selling and merchandise sampling.

Intangible resources

The Coca-Cola trade name is the most recognized hallmark in the universe. The bottle and name can recognised by people the universe over. The word coke is used in mundane linguistic communication to depict all types of Cola drinks. The image of the company is besides a great resource, it is recognised as a charitable administration and one that offers great quality.

For illustration ;

They are assisting build multigrade schoolhouses in the Philippines to educate kids, to beef up communities.

Following inundations in Mexico and Venezuela last twelvemonth, they dedicated their consumer hotline to linking people with losing relations through the Red Cross and provided H2O and supply trucks to help in catastrophe alleviation.

Coca-Cola clients are notoriously loyal and about everyone around the universe sees it as the superior soft drink.

Unique resources

Coca-Colas alone merchandising point is its name, image and gustatory sensation. No other trade name enjoys the type of trueness afforded to Coke. A batch of rivals have tried to capture the gustatory sensation or to box their merchandises to look like Coke but to no help. This singularity is perchance the company s greatest competitory advantage.

The Competitive Environment

There are a batch of rivals in the soft drink industry all of whom have the same market/customers as Coca-Cola, nevertheless none is rather every bit successful as the house.

Coca-Cola, the bosom of the concern, is seen as one of life & # 8217 ; s simple, low-cost and frequent pleasances.

From the expression and feel of the bottle to the sound of effervescence, the tickle of fizz on the nose and lingua and, of class, the alone spirit, Coca-Cola is a centripetal experience. Wherever the company creates reminders of that experience, such as their Sensa-Domes in South Africa where consumers

experience a 3-D film and particular effects to remind them of the pleasance of imbibing a Coke they ignite the trade name.

Competition in this industry where one merchandise is virtually the same as the following is in some instances based on monetary value, advertisement and packaging. Supermarket and less good known trade names are a batch cheaper and some even package their merchandises in a similar wadding to coke ( i.e. The authoritative ruddy battalion with white Hagiographas ) .

There have been a batch of new entrants into this industry but many ne’er last ( e.g. Buzz Cola ) . The merchandise distinction of Coca-Cola and ( Pepsi ) has hindered the success of new competition. Consumers regard them of Begin of better and higher value. The consumers are loyal to these trade names and merely weaver at times of depression when they are forced to purchase cheaper trade names.

Coca-Cola has a recognised image which no other trade name except it s closest rival Pepsi can trust to vie with. Virgin Cola tried to sell it s self as the same but failed.

Pepsi is Coca-Colas greatest rival. Its merchandises including Diet Pepsi, Pepsi-One, Mountain Dew, Slice and Mug trade names V history for about tierce of entire soft drink gross revenues in the United States, a consumer market numbering about $ 56 billion. Pepsi-Cola drinks are available in approximately 170 states.

Pepsi-Cola North America besides makes and markets ready-to-drink iced teas and javas, severally, via joint ventures with Lipton and Starbucks.

PepsiCo, Inc. is among the most successful consumer merchandises companies in the universe, with 1999 grosss of over $ 20 billion and 116,000 employees. PepsiCo trade names are among the best known and most respected in the universe and are available in approximately 190 states and districts.

The company consists of:

Pepsi-Cola Company, the universe & # 8217 ; s second-largest drink company ( 2nd to Coke )

Frito-Lay Company, the universe & # 8217 ; s largest maker and distributer of bite french friess

Tropicana Products, Inc. , the universe & # 8217 ; s largest seller and manufacturer of branded juices

PepsiCo Mission Statement:

PepsiCo & # 8217 ; s overall mission is to increase the value of our stockholder & # 8217 ; s investing. We do this through gross revenues growing, cost controls and wise investing of resources. We believe our commercial success depends upon offering quality and value to our consumers and clients ; supplying merchandises that are safe, wholesome, economically efficient and environmentally sound ; and supplying a just return to our investors while adhering to the highest criterions of unity.

PepsiCo & # 8217 ; s success is the consequence of superior merchandises, high criterions of public presentation, typical competitory schemes and the high unity of its employees.

PepsiCo, Inc. ( symbol: PEP ) portions are traded chiefly on the New York Stock Exchange in the United States. The company is besides listed on the Amsterdam, Chicago, Swiss and Tokyo Stock Exchanges.

Pepsi-Cola merchandises account for about a one-fourth of all soft drinks sold internationally. In add-on to trade names marketed in the United States, major merchandises include Mirinda and Pepsi Max. Pepsi-Cola North America includes the United States and Canada. Key Pepsi-Cola international markets include Argentina, Brazil, China, India, Mexico, Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom. The company has besides established operations in the emerging markets of the Czech Republic, Hungary, Poland, Slovakia and Russia, where Pepsi-Cola was the first U.S. consumer merchandise to be marketed.

Pepsi-Cola provides advertisement, selling, gross revenues and promotional support to Pepsi-Cola bottlers and nutrient service clients. This includes some of the universe & # 8217 ; s favored and most recognized advertisement. New advertisement and exciting publicities maintain Pepsi-Cola trade names immature.

The company is good known for it s adverts and the merchandises bluish packaging. Unlike other rivals to Coke who ever adopt the ruddy battalion and seek to be seen as the same as Coke, Pepsi marketed itself as an option, a challenger, which I believe is one of the factors of their success.

The company serves about every bit many states as Coke has more trade names and the 2nd most successful juice trade name in the universe. Their brands 7UP and Pepsi are besides merely as easy recognizable globally as Coca-Cola trade names.

Political Influences

The company due to it s planetary span is affected by a batch of Macro Environmental Influences. Political state of affairss in all the states they trade in will impact the company. If the USA is at war or confronting other jobs with state involved with Coca-Cola the this will do concern really bad for the house in that peculiar state. Natives might take out their feelings towards the USA on the company.

Foreign trade ordinances and revenue enhancement policies of both the US and the states they deal with affect them. Legislation on employment and equal chances besides influences the manner the house hires and handle its employees.

There are besides Deposit Torahs which require that drink bottlers and distributers charge a refundable sedimentation on drink containers.

Environmental protection

The company s committedness to the environment is based on the rule that they shall carry on their concern in ways that protect and continue our environment. Furthermore, they promote a doctrine of shared duty, where all participants in the supply concatenation accept duty for the environmental impacts happening in their specific portion of the concatenation.

Working together with their providers, clients, regulators and our environmental spouses, they can accomplish an effectual balance between responsible environmental and economic stewardship. At The Coca-Cola Company it is believed that the best possible environment for our success is the best possible environment.

To assist us run into the chances and challenges of a quickly altering environmental landscape, The Coca-Cola Company has developed a comprehensive environmental direction system. This system is designed specifically for alliance with operations of the Coca-Cola concern system and focuses on environmental issues straight related to their concern. Conformity, waste minimization, pollution bar, uninterrupted betterment, and designation of cost nest eggs are all trademarks of The Coca-Cola Environmental Management System ( TCCEMS ) .

At the nucleus of The Coca-Cola Environmental Management System is a simple overarching rule: we shall carry on our concern in ways that protect and preserve the environment. This rule is supported by a series of policies, demands and patterns.

Their system supports and encourages a broad array of environmental leading enterprises around the universe. The intent of these enterprises is treble:

To progress their apprehension of the environmental issues confronting their concern

To further new and advanced solutions to those issues

To function as a accelerator for constructive duologue and improved environmental public presentation

Economic Influences

Business rhythms like recession and roars affect the company. In times of recession people are more likely to purchase cheaper options to their merchandise since it is non an indispensable merchandise. Decreased income will intend that people want to pass their hard currency on critical things. The rate of involvement and the rate of exchange of other states will besides impact the company. As a US based house exporting goods to topographic points like Britain whose currency have a higher value it will intend more net income for coke.

Inflation affects the manner the house operates in many markets around the universe. In general, they are able to increase monetary values to antagonize the inflationary effects of increasing costs and to bring forth sufficient hard currency flows to keep their productive capableness.

With about 70 per centum of the company s 1999 runing income generated outside the United States, failing in one peculiar currency is frequently offset by strengths in others over clip. Coca-Cola utilizations derivative fiscal instruments to further cut down their cyberspace exposure to currency fluctuations.

Euro Conversion

In January 1999, certain member states of the European Union established lasting, fixed transition rates between their bing currencies and the European Union & # 8217 ; s common currency ( the Euro ) .

The passage period for the debut of the Euro is scheduled to phase in over a period stoping January 1, 2002, with the bing currency being wholly removed from circulation on July 1, 2002. The Company has been fixing for the debut of the Euro for several old ages. The timing of their phasing out all utilizations of the bing currencies will hold to follow with the legal demands and besides be scheduled to ease optimum co-ordination with the programs of their sellers, distributers and clients. The work related to the debut of the Euro and the phasing out of the other currencies will include change overing information engineering systems, recalculating currency hazard, recalibrating derived functions and other fiscal instruments, measuring and taking action, if needed, sing the continuity of contracts ; and modifying their procedures for fixing revenue enhancement, accounting, paysheet and client records.

New Accounting Standards

In June 1998, the Financial Accounting Standards Board ( FASB ) issued Statement of Financial Accounting Standards No. 133 ( SFAS No. 133 ) , Accounting for Derivative Instruments and Hedging Activities. The statement requires all derived functions to be recorded on the balance sheet at just value and establishes new accounting regulations for fudging instruments. This company will hold to alter its procedure to follow with the above.

Socio-cultural Influences

Thingss like income distribution, population and life manner will impact the houses determination of whether or non to ramify out into a certain part.

Degrees of instruction will make up one’s mind whether the right staff is available before new mills are set up.

Technological influences like velocity of technological transportation and rate of obsolescence have to be borne in head before new expensive equipment is purchased. The house can non afford to blow financess on shortly out of day of the month equipment, particularly with Pepsi near behind.

Coca-Cola though a transnational administration operates in a inactive environment where the hereafter can be easy forecasted.

The company s core competency is the trade name name and image of Coca-Cola, though their selling and distribution channels come a close second.

The company claims to be a corporate citizen whose first responsibility is to the populace and its clients, nevertheless I believe that their first trueness is to their stockholders and the board of legal guardians.

The ultimate aims of Coca-Cola s concern scheme are to increase volume, expand their portion of global non-alcoholic ready-to-drink drink gross revenues, maximize our long-run hard currency flows and make economic-value-added by bettering economic net income.

Coca-Cola has more than 16 million clients around the universe that sell or serve their merchandises straight to consumers. There are about six billion people in the universe who are possible consumers of the Company & # 8217 ; s merchandises. Ultimately, their success in accomplishing their mission depends on their ability to fulfill more of the drink ingestion demands and the company s ability to add value for its clients.

From the above strategic analysis I would state that the company s strengths are

The trade name name Coca-Cola Coke

The image of the company/product ( the existent thing )

Their place in the market

Their failing

The fact that the merchandise can be easy substituted ( clients will travel for a cheaper option if need be since the merchandise is non that dissimilar in gustatory sensation and visual aspect to equal merchandises )

I see their chief chance as the company hammering new markets and their chief menace is the presence and go oning growing Pepsi-Cola.

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