Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more ➡
Download
Standard view
Full view
of .
Add note
Save to My Library
Sync to mobile
Look up keyword
Like this
34Activity
×
0 of .
Results for:
No results containing your search query
P. 1
Organizational Policy & Strategy Coca-cola Company

Organizational Policy & Strategy Coca-cola Company

Ratings: (0)|Views: 9,077|Likes:
Published by zobasabri
Coca-cola Financial and Strategic Analysis
Coca-cola Financial and Strategic Analysis

More info:

Published by: zobasabri on Nov 04, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, DOC, TXT or read online from Scribd
See More
See less

03/19/2013

pdf

text

original

 
ORGANIZATIONAL POLICY & STRATEGY COCA-COLA COMPANY 
Introduction:
1
 
Coca-Cola
is a household name. It has been in operation since1886. Coca-Cola almost controls the soft drink market.
Coke
products include Coca-Cola ,Diet Coke, Sprite, and Fanta.
Coke
produce 400 brands, over 2,600 beverage products.
Coke
portfoliocontains , water, juice, sport drinks, energy drinks, tea & coffee. Thecompany success can be attributed to overall company strategy toproduce and promote its products.
Coca-Cola
uses many marketingtechniques to encourage consumers to buy their products. Thesetechniques are of varying effectiveness and have been adjustedover time to appeal to changing societies.
Coca-Cola
determined tobuild a global brand to bottlers throughout the world. And a portionof the proceeds goes toward advertising to build and maintain brandawareness.
Vision Statement
 To maintain our reputation as the leading cola company in theworld.
Mission Statement
Everything we do is inspired by our enduring mission:
To Refresh the World
... in body, mind, and spirit.
To Inspire Moments of Optimism
... through our brandsand our actions.
To Create Value and Make a Difference
... everywherewe engage.
2
 
The Five Forces Framework:Barriers to Entry:
 There is many factors that make it very difficult for thecompetition to enter the soft drink market include:
Bottling Network:
Coke
is increasing investment in bottling.
Coke
long term bottling strategy is to reduce ownershipinterest in bottlers besides, have an option to sell thecompany interest to investee bottlers.
Coke
using franchiseeagreements with their existing bottler’s who have rights in acertain geographic area in perpetuity. These agreementsprohibit bottler’s from taking on new competing brands forsimilar products. Now
Coke
owns significant percent of bottling companies as backward strategy. Recently
Coke
implement horizontal strategy by acquiring a wholecompanies to support the business. .
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of brand equity and loyal customer’s all over the world. Thismakes it virtually impossible for a new entrant to match thisscale in this market place.(FIFA 2006,Apple iTunes, )
Retailer Shelf Space (Retail Distribution): Retailers enjoysignificant margins of 15-20% on these soft drinks for theshelf space they offer. These margins are quite significant fortheir bottom-line. This makes it tough for the new entrants to
3

Activity (34)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
dat_ceo liked this
Matija Turcec liked this
Saptha Giri M R liked this
Ishana Agarwal liked this
ekky_prathiwi liked this
dennard liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->