Company background and overview of Coca Cola

Company background and overview of Coca Cola Coca-Cola is one of the world famous and largest brands in beverages industry. The company was established Doctor John Pemberton who was a pharmacist in 1886 in Atlanta, Georgia USA. The brand has since become household drink in over 200 countries across the globe. Carbonate drinks are the single largest component in Coca-Cola Company which account for about 78% of the total volume sold in the 2008. The company has over 3000 beverages products and has about 500 brands in its portfolio these includes Coca-Cola/Diet Coke family, Coca-cola enterprise (CCE) wide range of carbonates includes Fanta, Lilt, Sprite and PowerAde, plus the Schweppes brand in the UK according to keynote report. The Coca-Cola brand has been adopted the strategy of global marketing. They are considering the whole world as single market place and uniform marketing strategy was being used Coca-cola for many years, but now the trend is changing and different marketing campaigns are being designed for different regions of the world. . Business decisions are made on a domestic basis to fit in with the culture and needs of the domestic community. In 1919 Coca-Cola decided it was time to go global. The Coca-Cola Company decided to take its operations beyond national boundaries and marketing research was started in central America, china and many other countries of the world. Because of successful and efficient marketing research Coca-cola was able to produce globally in different regions of the world Coca cola in UK The carbonate market in the UK is dominated by relatively few companies. These are, In the main, subsidiaries of global conglomerates such as the coca cola company and Pepsi CO. Indeed, Coca-Cola, BSD and own label alone account for well over two thirds of the carbonates market volume in the UK.The purpose sale of BSD, In which PepsiCo already has a 10% share, is likely to make one of the these groups even stronger in the UK market. Coca -Cola Companys major brand in the UK and in the world is coke or simply Coca-Cola. Other major brands of the Coca-Cola Company in the UK portfolio include Diet Coca-Cola, Cherry CoCa-Cola,Fanta,Lilt,Sprite,Dr Pepper and Schweppes.Dr Pepper,Wich has been on sale in the UK since 1982,is reported to most popular among the younger and teenagers in the UK. The companys operations in the UK are divided between CCE and Coca-Cola Great Britain (CCGB). CCE is the manufacturer and distributor, whereas CCGB owns the brands and is responsible for marketing. The companys beverages are generally for all consumers. However, there are some brands, which target specific consumers. For example, Coca- Colas diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. PowerAde sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12. Coca cola in Nepal Coca-Cola was first introduced into Nepal in 1973, when it was imported from India, but local production would only begin in 1979, with the establishment of Bottlers Nepal Limited (BNL). Coca-Cola Sabco acquired bottling rights from The Coca-Cola Company for Nepal in 2004. BNL, which has plants in the capital Kathmandu and Bharatpur, is the only bottler of Coca-Cola products in Nepal. The Marketing, Sales and Distribution strategy for BNL is titled Refresh the Marketplace and includes a robust Consumer Response System to address any consumer concerns, ideas and suggestions. BNL is also committed to strengthening the community through various programmes, particularly in the health sector, as the country has the lowest per capita public health expenditure in the world. In association with the local community, BNL assists by supporting a Free Health Check-up Clinic at Bharatpur. The Nepalese enjoy Coca-Cola, Fanta and Sprite Advertisement   Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  If we look on advertising perspective of Coca-cola, advertising has created a demand for Coca-Cola worldwide. However, advertising has to be in line with the domestic culture. An adapted marketing mix means adjusting the mix with the prevailing culture, geographic, economic and other differences in different countries. Different languages and cultures caused problems. COCA COLA ADVERTISMENT Add 1 Bottlers Nepal and Bottlers Nepal (Tarai) on lat week announced the launch of their summer promotion campaign Coca-Cola Football Maha Utsab targeting soccer fans across the country. . According to Bottlers Nepal, consumers need to purchase Coca-Cola, Fanta or Sprite and SMS the 10-digit unique code under the bottles crown to 4477. The scheme is applicable to all 200 ml and 250 ml returnable glass bottles or all sizes of PET bottles from April 1 to May 31, 2010. During the scheme period, consumers will also get a chance to win attractive Coca-Cola t-shirts, caps and free drinks, said Pranaya Sthapit, country marketing manager of Bottlers Nepal. Coca Cola Advertisement in Rural Area of Nepal Coca Cola Advertisement in Rural Area of Nepal, Wikimedia Commons Figure: 1.1 Market Segmentation in Nepal : The supplier driven Nepalese market generally practiced mass marketing approach with product variations in the past. The socio-economic changes and developments in transport and communication system have made Nepalese marketers conscious of market segmentation. The marketing strategies of global organizations like Coca Cola, Pepsi, Nepal Lever and Standard Chartered Bank have reinforced this consciousness. The following points describe the practices of market segmentation in Nepal. 1: Non-systematic: Segmentation is generally not based on systematic market research. Past experiences, hunches of management and competitors strategy have influenced segmentation. 2: Variables for Segmentation: The variables mostly used for consumer market segmentation are: Geographic Demographic Psychographic Behavioural 3: Lack of Information: Nepalese marketers lack comprehensive information about consumer characteristics. They tend to regard marketing research as a wasteful cost. This has constrained the effective evaluation of market segments in terms of their attractiveness and appropriateness. Risks are not properly assessed. 4: Government Policies: Government policies in Nepal are not very supprotive of marketing. They do not regard businessmen as partners for development. Restrictions of movement of goods and controls have discouraged market segmentation. 5: Lack of Ethical Considerations: Environmental and welfare considerations are generally disregarded for market segmentation in Nepal. The above points clearly indicate that the concept of market segmentation is at an initial stage in Nepal. However, the importance of market segmentation is likely to increase in the years to come Positioning Positioning is the process of creating, the image the product holds in the mind of Consumers, relating to competing products. Coca cola and Pepsi both make soft drinks, Pepsi may try to compete but they will still be seen as down market from coke. coke has been positioned based on the process of positioning by direct comparison And have positioned d their products to benefit their target markets. Most people Create an image of a product by comparing it to another product, thus evident Through the famous battles between Coca-cola and Pepsi products. Product life cycle: When referring to each and every product or service ever placed before the consumer i.e. in the long term all the existing products and services are dead. For e.g.:- Replacement of Ford Cortina ( a highly successful car) by Ford Sierra, the replacement of sierra by the Ford Mondeo and the replacement of the old Mondeo by the new Mondeo in 2001. So every product is born, grows, matures and dies. So in the commercial market place products and services are created, launched and withdrawn in a process known as Product Life Cycle. To be able to market its product properly, a business must be aware of the product life cycle of its product. The standard product life cycle tends to have five phases: Development, Introduction, Growth, Maturity and Decline. Coca-Cola is currently in the maturity stage, which is evidenced primarily by the fact that they have a large, loyal group of stable customers. Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability. In foreign markets the product life cycle is in more of a growth trend Cokes advantage in this area is mainly due to its establishment strong branding and it is now able to use this area of stable profitability to subsidize the domestic Cola Wars. Insert the picture of the product lifecycle. Future financial objective In uk Coca-Cola Enterprises, the worlds largest bottler of Coca-Cola products which will soon be focused purely on some of the largest but also most mature soft drinks markets in Western Europe, is optimistic about the long-term growth prospects for this territory. The group aims to achieve in currency neutral terms: revenue growth of 4% to 6%; operating income growth of 6% to 8%; earnings per share growth in a high single-digit range; and return on invested capital improvement of 20 basis points or more per year. These metrics reflect the solid growth opportunity that lies ahead in Europe, says John Brock, chairman and chief executive of Coca-Cola Enterprises. They exceed our current long-term objectives. We are committed to these financial objectives, and in turn, to creating real value for our shareowners, our customers, and our employees. Financial Market share of coca cola in uk. Coca-Cola has reported strong second-quarter profits, beating market expectations, thanks to rising international sales. Total profits were $2.37bn ( £1.56bn), up 16% from a year ago and narrowly above forecasts of $2.3bn. The beverage makers share price jumped 2.3% in the first 15 minutes of New York trading. Revenues were up 4.8% to $8.67bn, thanks to rapid sales growth in Latin America, Africa and parts of Asia. Among the best growth markets were Brazil, where sales volumes were up 13%, and India, up 22% since last year. The producer of Fanta, Sprite and Vitamin Water also reported a pick-up in growth albeit at a more sedate 2% pace in its home market of North America. In Europe, however, sales were down 1 http://www.bbc.co.uk/news/business-10716077, 21 July 2010 Last updated at 15:42 Competitors Analysis Coca-Cola Enterprise is the UK subsidiary for the Coca-Cola Company. In 2008 UK carbonate was valued about  £6billin; with which Coca-Cola (GB) hold about 60% value in both retail and on-trade. Britvic soft drink which is UK subsidiaries of PepsiCo and is the main competitor was second place in terms of market shares of 15% retail sales according to mintel. PepsiCos flagship brands in soft drinks are Pepsi, Pepsi Max, Diet Pepsi, Gatorade and Mountain Dew, and the company also owns Tropicana and Dole, the worlds leaders in fruit juice. GlaxoSmithKline PLC, a giant in healthcare products, is the UK third largest carbonate drink and is also on a different scale from most drinks companies. The company specialised in medicines and oral care, as well as three famous drinks brands: Lucozade, Ribena and Horlicks. CCE, had a turnover of  £1.43bn in the year ending 31st December 2006, up 2.4% on the previous year whereas For the year ending 30th September 2007, Britvic PLC recorded total branded revenues of  £716.3m, up by 5.7% on 2006. According to John Sicher of Beverage Digest (2009), Coca-Cola was the number one brand with around 42.7% in 2008. PepsiCo was second, with 30.8%, however these market shares for both Coca-Cola and PepsiCo have slightly decreased from 2007 to 2008. Coca-Colas volume has also decreased 1.0% since 2007, whereas PepsiCos volume has increased 0.3%. Strong growth of Coke range in the UK is probably due to the introduction of coke zero and Diet coke product. Coke Zero is the most significant of KOs new innovations. This beverage is marketed as a calorie-free version of Coca-Cola Classic, omitting the diet label in an attempt to appeal to new demographics. This brand alone accounted for nearly one third of all 2006 growth for beverages bearing the Coca-Cola trademark. http://ivythesis.typepad.com/term_paper_topics/2009/08/strategic-analysis-coca-cola.html RECOMMENDATIONS After completing our project we have concluded some recommendation for the coca cola company, which are following. à ¢Ã¢â€š ¬Ã‚ ¢Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. à ¢Ã¢â€š ¬Ã‚ ¢According to the survey, conducted by the international firm Pakistani people like little bit sweeter cola drink. So for this coca cola company should produce their product according to the local demand. à ¢Ã¢â€š ¬Ã‚ ¢Marketing team should try to increase the availability of Coke in rural areas. à ¢Ã¢â€š ¬Ã‚ ¢They should also focus the old people. à ¢Ã¢â€š ¬Ã‚ ¢Now young generation has a trend to drink a coke 2 regular bottles at same time, so providing more satisfaction to them company should introduce  ½ liter disposable bottle. Coac- Cola Market Share The UKs Top 10 Soft Drinks by take-home sales value in 2009. Coca-Cola. Lucozade (GlaxoSmithKline). Robinsons (Britvic). Pepsi (Britvic). Tropicana (PepsiCo)   Red Bull. Ribena (Glaxo SmithKline). Schweppes (Coca-Cola). Actimel (Danone). Volvic (Danone Source: Nestle Worldwide The Top 10 Soft Drinks Companies in 2009 by market share. Coca-Cola ( bottling partners) PepsiCo ( bottling partners). Nestle. Suntory. Dr Pepper Snapple. Red Bull. Danone. Kirin. Asahi Breweries. Ito En. Coca-cola is number one for the 11th year http://www.financenews.co.uk/uncategorized/coca-cola-still-on-top-of-the-world/ (note;i need to search and type on this id) For 11 straight years, Coca-Cola has retained its spot as No 1 in Interbrands annual ranking of the 100 Best Global Brands followed by IBM, Microsoft, Google and GE. The 2010 report estimates the Coca-Cola brand value at $70.5 billion, up by two per cent since 2009, said the Interbrand that uses a combination of analysts projections, company financial documents and its own qualitative and quantitative analysis to arrive at a net present value. Top 5 Global brands in 2010 Rank Company Brand Value 1 Coca-Cola $70.452m 2 IBM $64,727m 3 Microsoft $60,895m 4 Google $43,557m 5 GE $42,808m The Himalaya Times ,Added At:   2011-02-14 12:18 AM The market share of Coca Cola and its rival Pepsi might be 50-50 in many parts of the world but when it comes to Nepal, the market share structure would be 3:1. The factor which needs to be credited for this data of Coca Colas market share cannot be determined that easily. As far as I know, the factors could be, the management and the quality it has maintained. The company with the largest paper work in Nepal had Bottlers Nepal, the sole distributor for Coke in the second spot. This also proves that the management is good and the quality maintenance needs no description at all. There were ups and downs in Coke. A couple of years or so, the workers went on for a strike all over Nepal in Bottlers Company resulting the distribution and production into halt. To worsen this case, this halt was in existence in the peak season which was finally solved. The year 2008 could be different and nothing is predictable. The number one spot could be snatched by Microsoft in this present age of information technology. If only Coca Cola could come up with some beverage for chilling cold with the same brand, who knows they might still be at the number one spot for the next ten years or so. Friday, January 11, 2008 | The carbonate market in the UK is dominated by relatively few companies. These are, In the main, subsidiaries of global conglomerates such as the coca cola company and Pepsi CO.Indeed, Coca-Cola, BSD and own label alone account for well over two thirds of the carbonates market volume in the UK.The purpose sale of BSD, In which PepsiCo already has a 10% share, is likely to make one of the these groups even stronger in the UK market. Financial objectives On September 7, 2010, CCE announced updated long-term financial objectives, including the following: Revenue growth of 4 percent to 6 percent; Operating income growth of 6 percent to 8 percent; Earnings per share growth in a high single-digit range; and Return on invested capital improvement of 20 basis points or more per year. Coca cola market share by area Area NORTH AMERICA LATIN AMERICA EUROPE MIDDLE EAST ASIA AFRICA Volume 30% 25% 22% 17% 6% RANKING 1 2 3 4 5 Figure: 2 Sources: Business plan on coca-cola 8/8/2010 MARKETING STRATEGY Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether youre a student in the United States enjoying a refreshing Coca- Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, were there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. Its a special thing to have billions of friends around the world, and we never forget it. Processes of Communication in a coca-cola The process of communication would be as follows: Message conceived decision made to send message and reasons why. Message encoded information for notice and what sort of layout is going to be used etc. Communications medium selected communication method selected, in this case notice. Message decoded language and knowledge used to send out the right message. Message interpreted meaning of notice, recipients view. Feedback supplied feedback supplied to sender e.g. opinions, response etc. Sample of communication process of coca-cola N N Massage . Feedback Figure: Schramm (1955) Note:Communication process copy from book http://books.google.co.uk/books?id=KKp3Hg5vmVsCpg=PA276dq=marketing+communication+theory+/coca+colahl=enei=69phTZj6G9HssgbEqKC2CAsa=Xoi=book_resultct=resultresnum=3ved=0CD4Q6AEwAjgK#v=onepageq=marketing%20communication%20theory%20%2Fcoca%20colaf=false Coca-Cola market share and sub product in Nepal Bottlers Nepal said it is planning to invest $10m in the next three years to expand its bottling operations and launch a brand of mineral water for the market. The bottler of Coca-Cola in Nepal will use the funds to modernise its bottling plants in Kathmandu and Bharatpur. The company, which posted a 20% growth in 2009, said it will start manufacturing the Kinley brand of mineral water following standards prescribed by the World Health Organization (WHO). Coca-Cola Sabco, one of Coca-Cola Companys bottling partners, has invested about $45m in the last five years, and annually produces one million bottles of carbonated soft drinks. Coca-Cola has a 67.8% market share in Nepals carbonated soft drinks business, according to global marketing research firm ACNielsen.

School Violence Essay -- Bullying in Schools

School violence has become a matter of increasing concern in recent years. With the occurrence of incidents such as Columbine, more schools are becoming aware of and concerned with a rise in teenage/school violence. Violence is a broad term to define but in it’s simplest terms, can be defined as â€Å"a verbal, visual, or physical act intended to demean, harm, or infringe upon another’s civil rights,† (Kopka, 175). In 1977, the National Alliance for Safe Schools was founded by Peter Blauvelt. This organization was formed with the intent of providing technical assistance, training and research to school districts concerned with increasing incidents of â€Å"serious, disruptive student behavior,† (Kopka, 36). The NASS conducts seminars, workshops, and school security assessments to help schools prevent and deal with violence in our schools. These security assessments are useful to schools as they provide school administrators with an accurate assessment of their preparedness to deal with a security issue. Then in 1983, the Center for Disease Control and Prevention began working in violence prevention by coordinating activities and programs for Public Health Service. They first seek to define the problem through surveillance and assessment methods. Then they develop and test intervention methods for their effectiveness in dealing with the problem. In the mid-1980s, violence was first defined as a public health issue. â€Å"As violent acts become increasingly prevalent in our nation’s schools, violence among youth is now recognized as a major public health issue that must be addressed by administrators, educators, family and community members, lawmakers and health care professionals,† (Kopka, 1). This declaration sparked the... ...ontinues intervention through the 12th grade,† (Kopka, 18). Many schools implement programs to assist in violence prevention and counseling such as: peer-mentoring, conflict resolution, early intervention, dating-violence intervention, gang and drug prevention and peer leadership and mediator programs. School violence is becoming more and more of a serious issue in our nation’s schools. It interferes with a healthy learning environment and only has negative effects on both it’s victims and perpetrators. And although no school is immune from violence, schools can better prepare themselves to deal with incidents by educating themselves (both students and staff) and offering prevention programs as well as assistance for victims. School violence is an issue that effects the whole school and community and the first step to dealing with it is recognizing it.

Case Analysis 1: Multistate Health Corporation Essay

Describe MHC’s strategy in terms of market position. Also, identify the type of external environment MHC is operating in and the degree to which the strategy matches the environment. In this particular case study of the Multistate Health Corporation their business strategy alignment was not well suited for that of the market. They decided to focus on two objectives that would give them success and deter away from the â€Å"oversupply of bed space.† One of the objectives were to focus on technology. â€Å"The strategic planners departed from the previous strategy, opting to become a leader in the development of new health care technologies and procedures† (Effective Training 51). The other objective that they decided to align with was to improve their efficiencies in their healthcare and outpatient services. The cause of this new direction for MHC is due to the changing environment of the healthcare system and the pressures that they were receiving from the federal and state government. In order to stay competitive with other healthcare facilities, they need to be proactive and adjust their business strategies to the needs of the environment. Identify the type of structure MHC currently uses in its primary businesses. Describe the fit between the structure and the competitive strategy. Describe any structural adjustments MHC should make to maximize the effectiveness of the strategy. The way that the Multistate Health Corporation is organization is through a three-tier hierarchy. At the top of the organization is the President and CEO of the company. Underneath this position there are three regional EVPs that report to the President and CEO. Within the three regions they have their own staff that is employed across several hospitals within those regions. With the new adjustments that they are making the increase in technologies and a new focus on outpatient services, they should really readjust the organizational hierarchy by including a Research and  Development sector that would be implemented across all of the regions instead of each region creating new technologies. This would definitely maximize the effectiveness of the new competitive strategy that could be instrumented more quickly and efficiently. Identify any areas where current management KSAs are not aligned with effective implementation of the competitive strategy. There seems to be contrasting opinions in regards to the HRPS Objectives. There are three different organizational levels that had outlooks on the current situation. The first organizational level is on the corporate level, regional as the second, and divisional as the third level. The regional and divisional level felt that improving the selection and searching process was the top objective of this strategy; however, corporate felt that creating and utilizing career development was the top priority. Here are two different precedents that levels within the organization feel is the most important. Their outlook for developing this new strategic plan are not in synced with one another and may cause future predicaments in implementation and development of the plan. Another issue that has seems to involve the current management is the KSAs of these employees. â€Å"No system for evaluating the KSA required for a CEO in one part of the corporation compared with that of another. For example, the CEO in Grand Rapids has a different responsibilities compared with a CEO in Detroit, but no one at the corporate level knows what the differences are† (Effective Training 53). This is going to pose a problem because not everyone is on the same page and the competencies of these positions are not consisted between regions. There needs to be a certain set of KSAs and responsibilities based on a certain position throughout the entire organization, not based on a particular region. Having all employees equipped with the same competencies makes them more marketable within the organization.

History of Female Spies of the South in the Civil War