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ThecompanycultureIrecommend TheCoca ColaCompany TheCoca ColaCompanyisanAmericanmultinationalbeveragecompanyandmanufacturer retailerandmarketerofnon alcoholicbeverageconcentratesandsyrups ThecompanyisbestknownforitsflagshipproductCoca Cola inventedbypharmacistJohnStithPembertonin1886 BesidesitsnamesakeCoca Colabeverage Coca Colacurrentlyoffersmorethan500brandsinover200countriesorterritoriesandserves1 6billionservingseachday TheCoca ColaCompanycorporateheadquartersinAtlanta TheCoca ColaCompanywasfoundedin1892 It sbasedintheUnitedStatesinAtlanta istheworld slargestbeverageCompany andhas48 oftheglobalmarketshare TheCoca ColaCompanyisheadquarteredinAtlanta Georgia UnitedStates ItscurrentchairmanandchiefexecutiveisMuhtarKent Companyprofile Cola ColaoperatesasoftdrinkthemedtouristattractionindowntownAtlanta Ga the WorldofCoca Cola isamulti storiedexhibitionofthemanyflavorssoldbythecompanyaswellasamuseumtothehistoryofthecompany culture Mission Vision Values MissionTorefreshtheworld Toinspiremomentsofoptimismandhappiness TocreatevalueandmakeadifferenceVisionPeople Beagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe Portfolio Bringtotheworldaportfolioofqualitybeveragebrandsthatanticipateandsatisfypeople sdesiresandneeds Partners Nurtureawinningnetworkofcustomersandsuppliers togetherwecreatemutual enduringvalue Mission Vision Values ValuesIntegrity BerealAccountability Ifitistobe it suptomePassion CommittedinheartandmindQuality Whatwedo wedowellLeadership Thecouragetoshapeabetterfuture Let s LOGO HappinessPassionVigor FocusontheMarket Focusonneedsofourconsumers customersandfranchisepartnersGetoutintothemarketandlisten observeandlearnPossessaworldviewFocusonexecutioninthemarketplaceeverydayBeinsatiablycurious Product Thecompanyoperatesafranchisedsystemdatingfrom1889whereTheCoca ColaCompanyonlyproducessyrupconcentratewhichisthensoldtovariousbottlersthroughouttheworldwhoholdanexclusiveterritory Brandportfolio TheCoca ColaCompanyistheworld sbiggestdrinkscompany controllingmorethanhalftheglobalmarket BesidestheCoca Cola theCompanyhasaportfolioofmorethan3 300beverages fromdietandregularsparklingbeveragestostillbeveragessuchas100percentfruitjuicesandfruitdrinks waters sportsandenergydrinks includingteasandcoffees theirvarietyspanstheglobe Itownsfouroftheworld sfivebest sellingsoftdrinks 12 Product 13 Product Fanta芳达 Qoo酷儿 MinuteMaid美之源 Product Sprite雪碧 Nestle雀巢 Icepurifiedwater冰露 Duringthe1990s thecompanyrespondedtothegrowingconsumerinterestinhealthybeveragesbyintroducingseveralnewnon carbonatedbeveragebrands OnSeptember3 2008 Coca ColaannouncedthepurchaseofChinaHuiyuanJuiceGroupLimited History Advertising SWOTAnalysis SWOTAnalysisChart STRENGTHS 1 Longhistory2 Goodquality3 Specialrecipe4 Innovativespirit5 productdistributionandworldwidenetwork6 solidfinancialperformance7variedproducts water juices softDrinks sportdrinks etc SWOTAnalysisChart WEAKNESSES 1 AsCoca colacompanyisamultinationalcorporation it sdifficulttomanage 2 Coca colaisakindofhighglucosecarbonateddrink thereforeitislowinnutritionalvalue 3 Thetransportcostsofrawmaterialishigh 4 doesnotenjoythenumberonepositioninIndia Pakistan 5 AlotofloyalpepsicustomersarenotenoughloyalCoca cola SWOTAnalysisChart OPPORTUNITIES 1 Itcansatisfytheyoungpeoplesneed andhasaworld widereputation 2 Ithasalargemarketshare 3 Thecompanytakesanactivepartinthepublicserviceactivities suchasbeingthesponsoroftheOlympicGames SWOTAnalysisChart THREATS 1 Astheawarenessofhealthisprevalent peoplemaydrinklessofCoca cola 2 Itencountersfiercecompetition Manydrinkwantstosubstituteit andwecan tneglectitsbiggestrival Pepsi cola 3 Imoditypricesgrowthleadstorisingcosts Suggestion Firstofallinnovationcanbeused Thismaycertainlygivecoca colacompetitiveadvantagebecauseitintroducesanewproduct whichmanypeoplewillwanttotry Peoplewillliketopurchasethecommodityeventhoughpriceishighbecausenosubstitutesareavailable Itmayalsogivecoca colabrandloyaltywhichmeanscustomerswillstayloyaltothemnomatterwhathappens Anotherfactorismarketing Thisisaveryimportantfactorforcoca cola Inorderforthecompanytomaintainitsstrongmarketposition coca colaneedstocontinuouslystrengthenitsbrandtomaintainbrandloyaltyandpositiveresponsesanddifferentiateitselffromitscompetitors Theyshouldinstalledhi techwaterrecyclingsystemsothattheycansave50 watersavingsofitsoperations Manyofcoca cola splasticbottlesarerecycledandasaresultlessresourcesarelostandcostsdecrease Throughdiversification innovationinwater juicesbusinesssupportedwithaggressiveadvertisingstrategycoca colacompanycanattractsanewmarketsegment Thiswillmeantheywillhaveahigherrevenueincreasinglongtermprofitabilityandimprovecreditrating Conclusion Coca ColaCompanymarketingstrategies ProductsFeaturesAndPromotional Coca Colaisacarbonatedsoftdrinkbuthundredyearsago theprototypeofCoca Colawasmedicineandsoldindrugstores Hayes 1996 Coca Colaformulahascaffeinethatismainreasonwhysomanypeoplelikedrinkit Moreover Coca Colatriestoinvitethemostfamousstar whichincludesentertainmentandsportstars tobeitsbrandspokesmaninordertoattractyoungconsumers Finally Coca ColaCompanyalsousesrewardstrategytoencouragepeopletopurchaseitsproducts ProductsFeaturesAndPromotional Personally IthinkCoca Colasuccessfullyuseadvertisementstoimprovetheirperformance Firstly Coca Colaindicatesitsentireproductsonitswebsite Therefore consumerscanensurethefeaturesofeveryproductandalwayshavesomerewardactivities Furthermore manystarsareCoca ColaCompanybrandspokesmanwhichcanattractalargenumberoftheirfanstobuyCoca Cola Ultimately Coca ColaCompanyalsocollaborateswithsomeentertainmentperformanceswhichalsocanimproveitspopularity PsychographicProfileToTheMarket Coca Colaisthemostpopularsoftdrinkintheworld Mostofpeoplelikedrinkingitfromyoungchildrentooldpeople AccordingtoCoca ColaCompany2009YearinReview 2009 percapitaconsumed382cansinNorthAmerica 284cansinLatinAmericaand177cansinEurope in2009andthisnumberwasincreasingeveryyear Youngadultsarethemajorconsumerstherangeofagefrom15to30 YoungadultslikedrinkingCoca ColabecauseoftheCoca Cola sadvertisements Inaddition theCoca ColanotonlyhasexcellenttastebutalsodrinkingCoca Colameansyouthandfashion PsychographicProfileToTheMarket Inmyopinion Coca Colashouldpaymoreattentiononothersgroupssuchas childrenandoldpeople despitethattherearehugenumberofchildrenandoldpeoplelikedrinkingCoca Cola Specifically drinkingtoomuchCoca ColaisharmfultochildrenandoldpeoplebecauseCoca Colaishighcaloriedrinkanditalsohascaffeine Hence inordertotargetchildrenandoldpeopleCoca ColaCompanyshouldtocreatenewlowcalorieCoca Colawithoutcaffeine TargetMarketApproach Coca Colaaimstoselltoalargebroadmarket Ittriestousemanystrategiestoestablishaninternationalbrand Coca Colainvestsandconstructsfactoriesindifferentcountryinordertoreducethecost Forinstance accordingtoCoca ColaCompanywebsitearticle Workingasaglobalteam Coca ColaCompanyhas92800associatesaroundtheworldand87percentofthemareoutsidetheU S Meanwhile Coca ColaCompanytranslatesitsadvertisementsintomanycountrieslanguages Toillustrate ontheCoca ColaCompanywebsitethereareeightlanguagessuchasChinese JapaneseandEnglish TargetMarketApproach Personally therearetworeasonsmakeCoca ColaCompanytodevelopmassmarket Firstofall asIsidebefore investingandconstructingfactoriesinmanycountriescanreduceitscostandgainhugemoneybecauseinmanycountriesrawmaterialsarecheaperthantheU S Also itisnothardtoseethatmassmarketcanincreasemorepeopletopurchaseCoca Colaandmarketcompetitiveness Tosumup becominganinternationalbrandisthebestmethodtomakeCoca ColaCompanybecomingstrongerinthefuture CompetitiveTrends ItisnodoubtthatCoca Cola sgreatestarch rivalisPepsiCo Thesetwocompanieshavecompetedforhundredyears AccordingtoHills 2009 PepsiCo sU S marketsh