Essay about Coca Cola Research

8938 Words Dec 6th, 2012 36 Pages
'12

Business Policy and Strategy

Table of Contents 1.0 Executive Summary 2.0 Introduction 3.0 Current Situation 4.1 Current Performance 4.2 Strategic Posture 4.0 External Factors (The Opportunities and Threats in SWOT) 5.0 Internal Factors- Competitive Capabilities 6.0 Strategy Suggestions and Alternatives Analysis 7.0 Implementation
8.0 Appendices
9.0 Citation

Executive Summary

Coca-Cola is the provider of carbonated and non-carbonated beverages that can be found in many homes, businesses, and almost everywhere you go in your daily routine. As follows in this plan, Coca-Cola renovates their concept and strategic focus by adding importance to target segments with new and evolving
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Back in 2002, the company launched new products, including Diet Lemon Coke, Vanilla Coke, and many varieties of Fanta including lime, grape, strawberry and passion fruit in Australia. The company has also acquired many new international water brands such as Dannon Waters, Sparklettes, Alhambra and Evian brands found in US. They also continued their collaboration with the Walt Disney Company to market children's soft drinks.
Coca-Cola has invested a vast amount of money in many marketing campaigns to support their many brands. The main end result, which Coke hopes to gain with these campaigns, is to enhance the consumer awareness and consumer preference for a certain brand. As a result, Coca-Cola has maintained a long-term growth in profitable volume and a large market share in the worldwide non-alcoholic beverage market.

3. Current Situation
3.1 Current Performance The Coca Cola Company is the world's largest beverage company. Its portfolio includes 15 billion dollar brands including Vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Coke is also the number one carrier of sparkling beverages, ready to drink coffees and juice drinks (Kent). The company offers its products through company-owned or controlled bottling centers, as well as through independently owned bottling partners, distributors, wholesalers, and retailers. Coca-Cola is now introducing more of its

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