Kalia Hymes, Amy Isom, Joshua O’Brien Busa 308: Marketing Principles Prof. M.

Simpson

Table of Contents
Company Description………………………………………………………………3 Business Mission……………………………………………………………………3 Marketing Objectives……………………………………………………………...4 Industry Analysis…………………………………………………………………..5 SWOT Analysis……………………………………………………….……………6 Target Market………………………………………………………….…………...9 Marketing Mix………………………………………………………….………….10 Marketing Research…………………………………………………….……...….17 Organizational Structure and Plans………………………………………………19 Financial Projections…………………………………………………………...….21 Summary…………………………………………………………………….….….22 Sources Cited……………………………………………………………………....23

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2007). is ranked number 94 in the Fortune 500 and number one in the beverage industry (Fortune 2007). They produce non alcoholic beverage concentrates and syrups which are sold to bottling partners. South Asia and the Pacific Rim. and values. Coca-Cola is headquartered in Atlanta. Business Mission Coca-Cola is passionate about their mission. vision. Africa. Coca-Cola also has the leading brand (Coca-Cola Datamonitor. teas.088 million in 2006 and they have an employee count of approximately 71. distributors. and Bottling Investments.Company Description The Coca-Cola Company. and marketers of non alcoholic beverage concentrates and syrups.000 (Coca-Cola Datamonitor 2007). founded in 1886. Coca-Cola sells a variety of soft drinks. The Coca-Cola Company is one of the leading manufacturers. Eurasia and Middle East. Their three major segments are North America. and water. 2007). juices. Latin America. Georgia but “approximately 74% of its products are sold outside the US” (CocaCola Datamonitor. and Corporate. They operate in eight segments. but most of their revenues come from three of those segments. They run their company based on three things. North Asia. They own four of the top five soft drink brands and serve over 6 billion consumers. Their five other segments include Europe. Their company mission includes three major things: 3 . They recorded revenues of $24. 2007). Coca-Cola owns more than 400 brands in which they market for in over 200 different countries (Coca-Cola Datamonitor. sports drinks. The bottlers usually add carbonated water with the concentrates and sweeteners and then bottle the product and sell it to wholesalers or retailers.

This will be their major focus in the future. Their vision is to maximize profits and returns to shareholders. The company likes to obtain a product line of beverages that satisfy the needs and wants of consumers. They are having growth in emerging markets in Latin America. 2007). 4 . and mission. Coca-Cola would like to continue to market to countries around the world outside of the United States. innovation. 2007). Also Coca-Cola prides itself in making a difference in their community and their many contributions that work to improve the environment. accountability. and Western Europe (FrontPage. Their main values include: leadership. mind. They want CocaCola to be an enjoyable place to work at and for employees to be motivated in coming to work. Coca-Cola has remained successful by maintaining strong values. because they feel this is where their major growth opportunities lie. 2006). They are implementing and continuing to build on their global strategy (FrontPage. and quality (Coca-Cola Company 2006). Coca-Cola wants to have skillful workers and inspire them to do the best that they can. the BRIC. To inspire moments of optimism through our brands and our actions. passion.“To refresh the world in body. Marketing Objectives Future growth for Coca-Cola will emerge from their focus shift towards the global market as well as the health conscious market. and spirit. And also to create value and make a difference everywhere we engage” (Coca-Cola Company. The business decisions that Coca-Cola makes are guided by their values. integrity. collaboration. visions. Coca-Cola wants to build trusting relationships with their partners and suppliers along the supply chain.

The market is shifting from soft drinks to juices.Consumers are moving towards a healthier lifestyle. “The core of our business is healthy and it’s poised to capture significant growth over the coming years” (Credeur. To remain competitive Coca-Cola must also enter into this market and follow the healthier trends. Industry Analysis The Coca-Cola Company falls in the beverage industry with many other developing companies. Also they are having trials for their Enviga green tea which can help boost metabolism.088 million dollars. Coca-Cola’s closest competition in this industry is Coca-Cola Enterprises and Anheuser-Busch. 2007). 2007). Consumer behavior is changing therefore CocaCola must adjust their marketing strategies and product lines to meet the consumers’ needs. Pepsi Americas. Leading the beverage industry by generating revenues of $24. The beverage industry is moving toward the more health conscious consumer. sport drinks. “ In many European countries. and Brown-Forman (Fortune 2007). This new market is huge and creates a lot of growth opportunity for Coca-Cola (Credeur. which in turn is causing Coca-Cola to expand their products to continue to meet their needs. Coca-Cola has been performing trials on their Minute Maid Heart Wise orange juice to prove that it does help lower cholesterol and improve health. and water lines that will aim at the more health conscious market. Constellation Brands. sport drinks. Molson Coors Brewing. Others that fall into the industry include Pepsi Bottling. and water products. They would like to focus on providing juices. the increasing consumer trend toward a healthier 5 .

These are the segments that earn the highest revenues. 2007). 2007). Sprite. Business Week valued Coca-Cola at $67. and Pacific Rim. The brand of Coca-Cola is known globally and allows the company to enter new and emerging markets. 2007). and they have a large scale of operations. and Fanta which are four of the leading brands in soft drinks (Coca-Cola Datamonitor. The revenues earned in these segments have helped The Coca-Cola Company to grow and expand (Coca-Cola Datamonitor. Pepsi.000 million and Pepsi at only $12. Each of these segments continuously grows in revenues each year. lower calories and other added values” (Fuhrman. East. Diet Coke. Coca-Cola owns the brand names of CocaCola.690 million. Coca-Cola’s brand name is valued higher than their biggest competitor. 6 . and Bottling Investments. Having a strong brand name also allows them to expand their company by adding products such as Cherry Coke and Coke with Lemon. South Asia. SWOT Analysis Strengths Coca-Cola has a lot of strength in their marketing plan and business. Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola’s three major segments are Latin America. and have continuing revenue growth in all of their three segments. and allowing them to meet different consumers’ needs. They are the world’s leading brand name.lifestyle continues to grow demand for functional beverages that offer physical or mental well being.

is the leader in manufacturing. This type of publicity can affect their brand image and decrease demand for their products (Coca-Cola Datamonitor. In 2006. These residues contained harmful chemicals that could damage the nervous and reproductive systems and could potentially cause cancer.Coca-Cola. In 2006. Coca-Cola owns 32 beverage concentrate manufacturing plants. 2007). and marketing nonalcoholic beverage concentrates and syrups. Coca-Cola was accused of selling a product with pesticide residues in India and received negative publicity. 2007). Selling in 200 countries. They also own bottle water production and beverage facilities. distributing. it could affect the overall company’s growth in the future and could allow their competitors to surpass them (CocaCola Datamonitor. Coca-Cola was plagued with harmful publicity much like this scenario throughout the year. CocaCola did not perform well and its market growth ceased in North America. 2007). therefore it is important for them to have a good performance for the target market. The company’s large-scale of operation allows it to feed upcoming markets with relative ease and enhances its revenue generation capacity” (Coca-Cola Datamonitor. they include: negative publicity. Weaknesses Coca-Cola has three major weaknesses that occur internally in the company. The company actually got worse. and decrease in cash from operations. poor performance in North America. Coca-Cola had a decrease of 7% in cash flows from operations in the year 2006. This affected the company by reducing the amount of funds available for Coca-Cola to 7 . If this poor performance continues. Coca-Cola focuses on North America as their major target market. with large scale operations.

the bottled water market. which as a result helped their international operations grow and get stronger. like the bottled water market. This enabled Coca-Cola to have a strong hold on the global market.reinvest in the company (Coca-Cola Datamonitor. Coca-Cola also took over TJC Holding. By acquiring Kerry Beverages Limited Coca-Cola gained control over distribution and manufacturing joint ventures in nine major Chinese provinces (Coca-Cola Datamonitor. which sells sparkling and mineral water. The increasing health conscious market is just one of the new markets that CocaCola has shown a growing interest in. and the growing Hispanic population in the United States. 2007). It also gives them an opportunity for growth and to enter into new markets. Some acquisitions of the Coca-Cola Company are Kerry Beverages Limited in 2006 which is headquartered in Hong Kong. 2007). Three of their major threats are intense competition. Coca-Cola must then finance their growth with debt which makes them vulnerable to interest rates. dependence on bottling partners. They even acquired companies in Australia and New Zealand. a bottling company located in South Africa. Opportunities Major opportunities for growth for Coca-Cola include acquisitions. They also acquired Apollinaris in Germany. 2007). “Bottled water is one of the most fast-growing segments in the world’s food and beverage market owing to increasing health concerns (Coca-Cola Datamonitor. Threats Even a large and successful company like Coca-Cola has external threats. This growing demographic segment gives Coca-Cola an opportunity to try and reach new consumers and expand their product lines. and slow 8 .

leaving Coca-Cola with many competitors in their industry. Nestle. sales promotion programs. where as its diet soft drinks are targeted at consumers who are of older age (Clark. However. Most of the revenue that Coca-Cola generates comes from selling concentrates and syrups to bottlers.growth of carbonated beverages. Therefore the company's target markets are any and all consumers that have a thirst that demands satisfaction. and Kraft Foods. relatively similar. there are some brands that target specific consumers. 2007). This intense competition influences Coca-Cola and their strategies. Their largest ones are PepsiCo. Coca-Cola’s PowerAde is a sports drink that is aimed at athletic men and women. The nonalcoholic beverage industry is highly competitive. 212). p. in which they have no ownership control. and identifiable segments or groups” (Hair. 2005). and brand and trademark (Coca-Cola Datamonitor. Two ways in which Coca-Cola 9 . (Coca-Cola Datamonitor. For example. & McDaniel. Lamb. 2006). These distributors and bottling partners make their own business decisions and Coca-Cola has no say in the choices they make. advertising. Key aspects that are affected are pricing. Cadbury Schweppes. Market segmentation is defined as “the process of dividing a market into meaningful. Target Market As Coca-Cola’s mission statement states it wants to “refresh the world” (CocaCola Company. This type of marketing approach is referred to as market segmentation. The high dependence Coca-Cola has on their partners and suppliers makes them vulnerable. product innovation. 2007). Groupe Danone. Not having control over a major aspect of their business is a major threat. 2006.

2006. Lamb. & McDaniel. p. Place. Currently Coca-Cola offers a wide range of products including coffee. Before 1960 the Coca-Cola Company only had one beverage aimed at the entire soft drink market (Hair. place. & McDaniel. tea. Lamb. water and their wellknown Coca-Cola soft drinks (Coca-Cola Datamonitor. in the past year the Coca-Cola Company felt like they needed to focus on the need that their products satisfy for their consumers. Marketing Mix: Product. and heart health (MacAuthor &Thompson. Lamb. price. For example. 48). They came out with a beverage portfolio based on “seventeen need states” of their consumers. Product is defined as “everything. weight management. Some of these included relaxation. p. product. The Coca-Cola Company’s products consist of beverage 10 . that a person receives in exchange” (Hair. p. Therefore the Coca-Cola Company’s target market strategy is to segment the entire soft drink market to better understand and design marketing mixes that specifically matched with the characteristics and desires of each segments. 2006. 212). 48). Promotion Product: In order for an organization to be successful it needs to have a well-defined marketing mix. 2006). 2006. 2007). both favorable and unfavorable. promotion (Hair. & McDaniel. The marketing mix consists of the four P’s. Market segmentation allows the Coca-Cola Company to market to people with different product needs and preferences. Price.segments its target market are by demographic and geographic segmentation. sports drinks. energy drinks. hydration.

energy. waters. Lamb.concentrates and syrups. The Coca-Cola Company also packages its products different sizes to appeal to certain consumers (Hair. including diet and light beverages. 285). and sports drinks (Coca-Cola Datamonitor. Lamb. For example. p. 287). 2007). Lamb. This enabled the Coca-Cola Company to spread risk across many product lines rather than depend only on one and to help generate sales and boost profits within its organization (Hair. with the main product being the finished beverages (Coca-Cola Datamonitor. ranging from two liters to twenty ounces (Coca-Cola Company. teas. which is the definition of consumer products (Hair. 2006). p. 248). Convenience products normally require a wide distribution in order to sell sufficient quantities to meet profit goals (Hair. Therefore the Coca-Cola Company products can be considered a business product. The Coca-Cola Company has a fairly large product mix which contains about 400 brands. The Coca-Cola Company has increased its product mix by product line extensions as well as creating new products. Coca-Cola’s products can be viewed as both business and consumer products. In addition. 2006. The Coca-Cola Company has extended its product line 11 . the Coca-Cola Company often pays a certain amount to retail stores to resell their product. & McDaniel. & McDaniel. juice and juice drinks. Ultimately. 2006. 286). 2006. & McDaniel. p. coffees. Diet Coke is available in twelve-ounce or even six-ounce cans and various plastic containers. Lamb. & McDaniel. The Coca-Cola Company has increased its product mix width since 1960. the main goal of the Coca-Cola Company’s is to satisfy a consumer’s personal want. The type of consumer product the Coca-Cola Company creates is convenience product. 2006. 2007). p.

Cherry Coke. The Coca-Cola Company states in its mission statement that it wants to offer its products to all consumers globally (Coca-Cola Company.by introducing a variety of drinks (“Will New Cokes”. such as schools and concert venues (Hair. retailers and distributors) instead of directly selling to distribute its products worldwide (Coca-Cola Datamonitor. 2006). 285).e. These include Vanilla Coke. The Coca-Cola Company uses intermediaries (i. Place and distribution strategies are “concerned with making products available when and where customers want them” (Hair. The Coca-Cola Company also uses intensive distribution strategies to make sure their products can be available everywhere. 411). Since their product is a convenience product. it requires a wide distribution in order to meet profit goals (Hair. Lamb. The Coca-Cola Company also increases its product mix and broadens its market by the innovation of new juice and sport drink products (Marcial. Place/Distribution: Another crucial part of the marketing mix is place and distribution of an organizations product. 2007). One low profile type of retailing that the Coca-Cola Company does to increase its distribution of its product is the use of automatic vending machines. 2006. Lamb. Cherry Vanilla Coke. 2006. 2006. p. 2006). p. Coke Plus and many more to attempt to meet the needs of all of its’ consumers. Lamb. & McDaniel. 12 . & McDaniel. whatever it may be. This fairly large product mix enables the Coca-Cola Company to satisfy the needs of their consumers’ thirst. 48). These can be found in a number of places. p. 2006). & McDaniel. 2007). This type of product mix allows the Coca-Cola Company to achieve its mission statement in which it states that it wants to “refresh the world” (Coca-Cola Company.

2007).Recently the Coca-Cola Company has focused more on their global strategy to help them increase their growth. Currently many Europeans are beginning to be more worried about their health. Their innovation and introduction of new products as well as their “winning culture” has helped them begin to grow again worldwide. Price is defined as “what a buyer must give up to obtain a product” (Hair. 2007). such as convenient stores and gas stations. as well as vending machines (Coca-Cola Datamonitor. & McDaniel. better relationships with bottlers. 2007). and Western Europe (“Innovation. The prices of the Coca-Cola's Companies products vary according to the brand and the size in which they come in (Coca-Cola Company. the CocaCola Company is in many other countries including India that are in the growth stage of the product life cycle (“Marketing: New products”. the BRIC. The Coca-Cola Company’s growth in these areas are caused by their improved marketing to consumers. Much of this growth is coming out of Latin America. 2007). 49). 2007). In addition. and the launch of Coca-Cola Zero. They also launched Minute Maid juice in India as well as China and Korea (“Marketing: New products”. Price is the quickest and most flexible element to change in the marketing mix. acquisitions”. Lamb. which has increased Coca-Cola’s Diet Coke and Coke Zero sales (Fuhrman. The distributors and retail stores that the Coca-Cola Company deals with often implement 13 . 2006. their “live happily” campaign in 200 markets. The Coca-Cola Company's products are sold by a wide variety of distributors and retail stores. p. Price: Price of the product or service is another important part of the marking mix. 2006).

2006. Lamb. Lamb. & McDaniel.their own pricing strategy (Coca-Cola Datamonitor. In addition there are also psychological pricing strategies that are used to make consumers perceive that the products are cheaper than they really are. p. an ad in Singapore portraying teenagers careening down a store aisle on a grocery cart was perceived as too rebellious (Hair. 77). p. There is often competition pricing of the Coca-Cola products and prices are set around the same level as its competitors. These external environmental factors include culture. persuading. the Coca-Cola Company often has to adapt its advertisements in different cultures. Promotion: The fourth aspect of the marketing mix is promotion of a product. 49). Since the Coca-Cola Company operates on a global scale. demographic makeup and natural resources (Hair. The ultimate goal of any promotion 14 . political structure. 2007). 2006. However. In addition. Gas stations and convenient stores usually sell Coca-Cola products at a fixed price. & McDaniel. For example. 129). and reminding them of the benefits of an organizations product” (Hair. For example. 2007). the Coca-Cola Company promoted its new Coke Zero in Australia differently than it did in the United States because of the different external environmental factors associated with that segment (Alarcon. 2006. & McDaniel. 2007). p. economic and technological development. the retail outlets use a variety of pricing methods and strategies when selling Coca-Cola products (Coca-Cola Datamonitor. The promotions role in the marketing mix is to “bring about mutually satisfying exchanges with target markets by informing. their promotional strategy needs to consider the external environment in which their products are. Lamb. educating.

441). 444). The advertisers are unsure how to advertise to them in a “green” fashion where the advertisement achieves its goals of persuading. p. from TV advertisements to magazines and billboards (Steinberg & Vranica. p. 2007). p. Many organizations hire outside professional help to deal with public relations within an organization. Thus advertising is a main source in increasing consumer awareness. sales promotion. 2006. The four aspects of the promotional mix are advertising. public relations. There are four main aspects of the promotional mix that integrate together to create a competitive advantage for an organization. 2006. Lamb. Lamb. informing. 411) The advertising part of the promotional mix allows the organization to reach the masses with its product. The Coca-Cola Company uses many forms of advertising. and reminding as well as being environmentally friendly. 468). One target segment that the Coca-Cola Company is having trouble trying to advertise to is the more outdoor. The type of public relations tools that the Coca-Cola Company uses widely are product 15 . & McDaniel.is to get someone to by a good or service. The Coca-Cola Company was built heavily on advertising and marketing investments. 2006. & McDaniel. Public relations part of the promotional mix helps maintain an organizations image and educate consumers (Hair. Public relations are “the element in the promotional mix that evaluates public attitudes identifies issues that may elicit public concern. & McDaniel. Lamb. and executes programs to gain public understanding and acceptance” (Hair. 2004). and personal selling (Hair. Lamb. p. Today the Coca-Cola Company spends most of its money on advertising that maintains the brands awareness (Hair. 2006. & McDaniel. health conscious and environmentally friendly consumer (Steel.

2006. 163). The Coca-Cola Company also uses publicity to try and create a good company image. & McDaniel. 444). By creating this plant the Coca-Cola Company hopes to help eliminate carbon dioxide emissions and recycle a mast majority of their plastic bottles (Truini. p. Lamb. persuade. The Coca-Cola Company often uses is a spokesperson to appeal to the younger more youthful (Hair. & McDaniel. An example of this is when the Coca-Cola Company invested 60 million dollars in creating a recycling plant in South Carolina. An example of this is seen when the Coca-Cola Company was trying to boost their sales in North America by forming alliances with Nestea to create coffee and tea drinks (McKay & Corderio. 2004). Personal selling in the Coca-Cola Company often is done in a business-to-business fashion. An example of this can be seen in China where the Coca-Cola Company has increased advertising containing younger Chinese celebrities to help inform. p. Personal selling is defined as “direct communication between a sales representative and one or more prospective buyer” (Hair. 2006. 443). 16 . 2007). & McDaniel. Personal selling allows the organization to build relationships with their consumers or other business associates (Hair. This demonstrates how the Coca-Cola Company uses personal selling in a business-to-business atmosphere to provide its’ consumers with a larger variety of products that can satisfy their need. p. 2006. This effort in trying to help reduce the carbon dioxide emissions strengthens the Coca-Cola Company image of wanting to create value and make a difference everywhere they go. 2007). Lamb. 1999). and remind their target segment (Flagg. Lamb.placements and sponsorships (Steinberg & Vranica.

Even though Coca-Cola does an excellent job of quenching one’s thirst. These codes are converted into virtual "points" which can in turn be redeemed for various prizes or sweepstakes entries (Coca-Cola Company. They are widely distributed throughout the world. They have found that people expect more from their beverages. 444). Customers enter codes from specially marked packages of Coca-Cola products into a website. To try and fill this desire Coca-Cola has developed the Beverage 17 . Many marketing decisions they face are backed with data or conflicts that result in them creating a fancy or reasonable solution. they sometimes have trouble understanding what regions of the world to emphasize marketing certain products towards. persuade. Marketing Research The Coca-Cola Company is a mass company with many marketing channels. Lamb.The Coca-Cola Company also uses sales promotions to increase their effectiveness of their promotional efforts. The essence of sales promotion is to help stimulate a purchase (Hair. 2006). Some examples of sales promotions that the Coca-Cola Company uses are coupons and rebates and are used frequently because they are more likely to influence customers’ buying decision (Hair. 2006. & McDaniel. The ultimate goals and tasks of promotion mix are to inform. 2006. and remind the target audience. “My Coke Rewards” is customer loyalty marketing campaign from the Coca-Cola Company. To stay competitive. & McDaniel. Coca-Cola conducts marketing research to try and better understand their consumers. p. p. Lamb. 442). Coca-Cola creates products and services that will help fit into the needs and wants of their marketplaces. Another type of sales promotion that the Coca-Cola Company is currently using is their coke rewards points promotion.

2006). For instance. 2007). 18 . so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman. Coca-Cola also develops interesting marketing techniques such as business to business strategies to make their products more appealing to the younger generations. This region seemed more concerned about their health and well being. This relationship proves to be effective in promoting their products and attracting to the youth.Institute For Health and Wellness. as well as being potential profits for the company. In additions. but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. Coca-Cola wants to be able to keep their market alive and constantly drinking their line of refreshments. Coca-Cola within the last decade has been slowly grasping the idea of introducing and emphasizing products that may not be profitable in certain regions to other cultures where they may find value in such a product. so they continue to do research that will benefit their consumers. younger generations will pay more attention to consumer products when they are advertised in a modern and ‘hip’ way.Since in younger generations are very music oriented. “…the Institute works with the China Academy of Chinese Medical Sciences to research the active ingredients in Chinese medicinal beverages and soups for the potential development of new beverages” (The Coca-Cola Company Annual Review. This institute develops and tries new product ideas that can contribute to their product line. Coke Zero is a product that carries no carbohydrates or calories and was not quite meeting the expected profits in the United States. which contributed to Coke Zero becoming more of a profitable product. Coca-Cola united with iTunes. For example. According to marketing research.

Upset parents and school faculty see the carbonated drinks as contributing to the nation’s obesity. Bottled Water is a non carbonated drink that is becoming increasingly popular and more of a competition towards the carbonated and other drinks. Organizational Structure and Plan Coca-Cola implements an organizational strategy that better involves the employees and customers. they need to find an effective way that will sell and promote their whole product line. being one of the most popular carbonated drinks in the world. known for their bottled water. Since 2006. as well. With more marketing research. Coca-Cola conducted a thorough company analysis through their departments and segments. Coca-Cola likes to have a flexible organizational structure that will be compatible with the market environment. Coca-Cola could try and promote their other products that would acquire to different tastes. The company has also agreed to only advertise healthier products towards this targeted market. Coca-Cola could put more efforts towards their Dasani. In addition. brand. The ban limits the company to selling products in schools to children less than twelve years old. The ultimate goal of Coca-Cola’s structure is to continually build customer relationships. Coca-Cola is now being scrutinized for selling their product in public schools. Inc. A solution to this could be that Coca-Cola should input their marketing skills to other products. They assembled a 19 .Even though Coca-Cola has interesting ways to promote their products. the market has been seen as a complex environment and to help fix this problem. With the Classic Coke. “The soft drinks giant would do better to concentrate its advertising efforts on newer products with greater growth potential” (Datamonitor).

North Asia. we improved our efficiencies throughout the supply chain. For example. Bottling Investments and Corporate. This enabled the company to be closer to more potential and current business.diverse. Eurasia and Middle East. Coca-Cola decided to move the operating group headquarters to Johannesburg. multi-functional executive group mix from separate countries and divisions. Then each of these regions is broken down into smaller segments. Africa. Europe. and increased our EBITDA…” (The Coca-Cola Company Annual Review. Coca-Cola claims that the impacts and benefits of this new business model are already showing improvements. 2006). 2007). Latin America. South Africa from its previous home in the United Kingdom. The Coca-Cola segments work together as well as dependent from each other to fit their demographic segments. and be able to expand their empire through Africa. They also opened a new office in Cairo. Recently in 2006. CocaCola has been making new improvements all over the globe for their operating segments. East and South Asia. “Among our results. grew our volumes of single-serve presentations. They mixed these executives from the organizational levels and created a new business model that would accommodate to the centralized as well as local Coca-Cola divisions. Coca-Cola’s repositioning and structure allows them to be more intact with their consumers and business. and the Pacific Rim. which helped increase the products volume sale in that area by 23 percent (The Coca-Cola Company Annual Review. But all groups prove to be successful of share the similar approach and idea to operating: to create happy consumers through their products. 20 . The eight operating segments in the Coca-Cola empire: North America.

This increase is just the beginning for the company which shows extreme efforts towards the growth of the company. With already being sustainable in China and successful in India. The company said that with current economic growth continuing apace. From 2006 to 2007. Even though the rising costs of commodities pose a threat. and sports drink to bring in most of the revenue due to their increasing popularity and consumer demand. 2004). Coca-Cola expects to see a continue rise in profits through the next year. and increasing their products profitability from around the world. 21 . Coca-Cola’s profit will only increase. the net income per share has already risen 2. juice and water products. juices. With excellent resources and planning. For instance. The company’s financial future projections are looking promising and the company’s profits will continue to rise with more consumers drinking their products daily world wide. Coca-Cola can only bring in more consumers. introducing new product lines. China is a very profitable segment for CocaCola and will only continue to contribute to increased profits. With an upcoming year of hopefully new promising products. CocaCola will continue to expand its empire throughout the world. acquiring companies. The company’s top sellers in 2006 were their sparkling beverages.Financial Projections Coca-Cola has had an extremely successful year with improving the image of the company. Coca-Cola might be looking at their lines of bottled water.6%. Coca-Cola is set to switch its focus to the China market in an effort to sustain growth. Coca-Cola will still prove to be profitable. China should be its third biggest market by 2008 (Coca Cola Looks to China For Future Growth.

Coca-Cola proves to be a company with goals other than to maximize profits. Coca-Cola proves to be a societal-oriented company. 22 . From funding institutions that will teach children how to read to reforestation and building recycling plants. Coca-Cola creates their beverages to fit many thirsty consumers’ needs and desires. consumers. Not only do they serve the world with quality products ranging for any type of taste. with illustrating their constant improvements and innovations for their products. the company will only continue to grow and expand their empire through the world with new products. Coca-Cola follows their mission statement through the end. and the world’s environment. They have brought to much needed countries resources to the people and children. but they contribute to the well-being and restoration of the world.Summary The Coca-Cola Company demonstrates unique traits and strategies. Always coming up with interesting drink inventions and marketing strategies.

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