COMPETITIVE ADVANTAGE BY COCA
COLA
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LOGISTIK
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HISTORY
19th century historical origins
The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a drugstore in Columbus, Georgia, by John Pemberton, originally as a coca wine called Pemberton's French Wine Coca.[4][5] He may have been inspired by the formidable success of Vin Mariani, a European coca wine.[6]
In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a nonalcoholic version of French Wine Coca.[7] The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.[8] It was initially sold as a patent medicine for five cents[9] a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health.[10] Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.[11]
By 1888, three versions of Coca-Cola – sold by three separate businesses – were on the market. A copartnership had been formed on January 14, 1888 between Pemberton and four Atlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O. Mullahy and E.H. Bloodworth. Not codified by any signed document, a verbal statement given by Asa Candler years later asserted under testimony that he had acquired a stake in Pemberton's company as early as 1887.[12]
Asa Candler, however, eventually took on a more formal position by being part of the Coca-Cola Company incorporation filed in the Fulton County Superior Court on March 24, 1888. This action included Charley Pemberton and Woolfolk Walker, along with the latter's sister, Margaret Dozier. The four made up the original shareholders for "Coca-Cola Company," a Georgia corporation. All parties held copies of the Coca-Cola recipe and could continue to use the formula separate of each other.
Pemberton, though, had declared that the name "Coca-Cola" belonged solely to his son Charley. The situation was quite agitating to both Candler and Walker, and quickly placed the two at odds with Charley Pemberton. What further caused friction over this issue was that John Pemberton variously forgot he had actually signed over the sole rights to the "Coca-Cola" name to his son Charley earlier. Pemberton's ongoing health problems, compounded by his morphine addiction brought about from his old Civil War injury, made the situation difficult.
Charley Pemberton's record of control over the "Coca-Cola" name was the underlying factor that allowed for him to participate as a major shareholder in the March 1888 Coca-Cola Company incorporation filing made in his father's place.[13] More so for Candler especially, Charley's position holding exclusive control over the "Coca Cola" name continued to be a thorn in his side.
Asa Candler's oldest son, Charles Howard Candler, authored a book in 1950 published by Emory University. In this definitive biography about his father, Candler specifically states: "..., on April 14, 1888, the young druggist [Asa Griggs Candler] purchased a one-third interest in the formula of an almost completely unknown proprietary elixir known as Coca-Cola."[14]
The deal was actually between John Pemberton's son Charley and Walker, Candler & Co. - with John Pemberton acting as cosigner for his son. For $50 down and $500 in 30 days, Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola Company that Charley held, all while Charley still held on to the name. After the April 14th deal, on April 17, 1888, one-half of the Walker/Dozier interest shares were acquired by Candler for an additional $750.[15]
Charles Howard Candler's statement that April 14, 1888 was the date his father secured a "one-third interest in the formula" held by Charley Pemberton for the then obscure Coca-Cola elixir nonetheless confirms that this event was a major turning point for Asa Candler and his interests in Coca-Cola. This, too, was a most auspicious occasion that Asa Candler would have especially wanted to preserve in an 'official' photograph. By this time the "Coca-Cola" syrup-making apparatus had already been moved from Joe Jacob's pharmacy to the basement of Candler's larger 47 Peachtree Street location, where the drink's ever increasing syrup-bottling demands could be better handled.
In 1910, Asa Candler had ordered all corporate documents pertaining to the first Coca-Cola Company burned.[16] An original 1888 photograph shows the very beginnings of the Coca Cola Company, and formerly was the personal property of Asa Griggs Candler.
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, brazenly came forward to claim her signature on the 1888 Coca-Cola Company bill of sale had been forged. Subsequent analysis of certain similar transfer documents had also indicated John Pemberton's signature was most likely a forgery, as well, which some accounts claim was precipitated by his son Charley.[17]
In 1892, Candler set out to incorporate a second company; "The Coca-Cola Company" (the current corporation). When Candler had the earliest records of the "Coca-Cola Company" burned in 1910, the action was claimed to have been made during a move to new corporation offices around this time.[18]
The loss of the early corporate records further obscured the 1888 corporation's legal origins. Only one sole original "ASA G. CANDLER & CO." photograph from 1888 remains, and that example Candler at one time kept at his private home outside of Atlanta.
After Candler had gained a better foothold of Coca-Cola in April 1888, he nevertheless was forced to sell the beverage he produced with the recipe he had under the names "Yum Yum" and "Koke". This was while Charley Pemberton was selling the elixir, although a cruder mixture, under the name "Coca-Cola", all with his father's blessing. After both names failed to catch on for Candler, by the summer of 1888, the Atlanta pharmacist was quite anxious to establish a firmer legal claim to Coca-Cola, and hoped he could force his two competitors, Walker and Dozier, completely out of the business, as well.[19]
When Dr. John Stith Pemberton suddenly died on August 16, 1888, Asa G. Candler now sought to move swiftly forward to attain his vision of taking full control of the whole Coca-Cola operation.
Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler more than anyone else. Candler is said to have quickly maneuvered to purchase the exclusive rights to the name "Coca-Cola" from Pemberton's son Charley right after Dr. Pemberton's death. One of several stories was that Candler bought the title to the name from Charley's mother for $300; approaching her at Dr. Pemberton's funeral. Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick of opium by his side. Ten days later, Charley died at Atlanta's Grady Hospital at the age of 40.[20]
In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th {1888}, he {Asa Candler} became sole proprietor of Coca-Cola, a fact which was stated on letterheads, invoice blanks and advertising copy."[21]
With this action on August 30, 1888, Candler's sole control became technically all true. Candler had negotiated with Margaret Dozier and her brother Woolfolk Walker a full payment amounting to $1,000, which all agreed Candler could pay off with a series of notes over a specified time span. By May 1, 1889, Candler was now claiming full ownership of the Coca-Cola beverage, with a total investment outlay by Candler for the drink enterprise over the years amounting to $2,300.[22]
According to collected general histories about Coca-Cola, one early account claimed that Coca-Cola was sold in bottles for the first time on March 12, 1894. The event witnessing the first commercial sale of bottled Coca-Cola however actually took place a few years before, in early 1891. The basic concept of bottling Coca-Cola was brainstormed by Asa Candler in late 1890.
Asa Candler first made the drink elixir available in bottles available at his Asa G. Candler & Co., 47 Peachtree Street, Atlanta, Georgia pharmacy location, with the first ever advertisements documenting bottled Coca-Cola found in Grier's Almanac issued in January 1891. Large bottles of Coca-Cola were "Sold by Druggists and Grocers at 25 Cents per Bottle." The drink also contained the coca-leaf drug extract, which was cited in a banner advertisement atop one of the calendar pages in the 1891 Grier's Almanac. Asa Candler had proclaimed himself "sole proprietor" by this time, after having paid off the financial notes due on the outstanding shares of the original Coca-Cola Company held by Woolfolk Walker and Margaret Dozier.
The first bottling of Coca-Cola outside of Atlanta occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. The proprietor of the bottling works was Joseph A. Biedenharn. The original bottles were Biedenharn bottles, very different from the much later hobble-skirt design of 1915 now so familiar.
Although Asa Candler had spearheaded bottling Coca-Cola as early as late 1890, he never-the-less was tentative about bottling the drink. At the time, to get the bottled drink to market into all sectors of the United States, Candler reasoned using trains and horse-drawn wagons was not cost productive - unaware that the gas motor automobile and what came to be known as motor trucks - was just around the corner. In his world present in the 1890s, keeping distribution local was the key factor Candler understood. For Candler, national distribution of bottled Coca-Cola was too big a jump for his still, relatively small company.
It was then a few years later that two entrepreneurs from Chattanooga, Tennessee, namely; Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea of bottling and were so persuasive that Candler signed a contract giving them control of the procedure for only one dollar. Candler never collected his dollar, but in 1899, Chattanooga became the site of the first Coca-Cola bottling company. Candler remained very content just selling his company's syrup. [23] The loosely termed contract proved to be problematic for The Coca-Cola Company for decades to come. Legal matters were not helped by the decision of the bottlers to subcontract to other companies, effectively becoming parent bottlers.[24]
The first outdoor wall advertisement that promoted the Coca-Cola drink was painted in 1894. in Cartersville, Georgia.[25]
Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an over-the-counter remedy for nausea or mildly upset stomach.
20th century landmarks
By the time of its 50th anniversary, the soft drink had reached the status of a national icon in the USA. In 1935, it was certified kosher by Atlanta Rabbi Tobias Geffen, after the company made minor changes in the sourcing of some ingredients.[26]
The longest running commercial Coca-Cola soda fountain anywhere was Atlanta's Fleeman's Pharmacy, which first opened its doors in 1914.[27] Jack Fleeman took over the pharmacy from his father and ran it till 1995; closing it after 81 years.[28]
On July 12, 1944, the one-billionth gallon of Coca-Cola syrup was manufactured by The Coca-Cola Company.
Cans of Coke first appeared in 1955.[29]
New Coke
Main article: New Coke
On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with "New Coke". Follow-up taste tests revealed most consumers preferred the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the public's nostalgia for the old drink, leading to a backlash. The company gave in to protests and returned to a variation of the old formula using high fructose corn syrup instead of cane sugar as the main sweetener, under the name Coca-Cola Classic, on July 10, 1985.
21st century
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968.[30]
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola". The word "Classic" was removed because "New Coke" was no longer in production, eliminating the need to differentiate between the two.[31] The formula remained unchanged.
In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern United States.[32] The change is part of a larger strategy to rejuvenate the product's image.[32] The word "Classic" was removed from all Coca-Cola products by 2011.
In November 2009, due to a dispute over wholesale prices of Coca-Cola products, Costco stopped restocking its shelves with Coke and Diet Coke. However, some Costco locations (such as the ones in Tucson, Arizona), sell imported Coca-Cola from Mexico.[33]
Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September 22, 2011, the company announced price reductions, asking retailers to sell eight-packs for $2.99. That same day, Coca-Cola announced the 12.5-ounce bottle, to sell for 89 cents. A 16-ounce bottle has sold well at 99 cents since being re-introduced, but the price was going up to $1.19.[34]
In 2012, Coca-Cola would resume business in Myanmar after 60 years of absence due to U.S.-imposed investment sanctions against the country.[35][36] Coca-Cola with its partners is to invest USD 5 billion in its operations in India by 2020.
Brand portfolio
This is a list of variants of Coca-Cola introduced around the world. In addition to the caffeine-free version of the original, additional fruit flavors have been included over the years. Not included here are versions of Diet Coke and Coca-Cola Zero; variant versions of those no-calorie colas can be found at their respective articles.
| Name | Launched | Discontinued | Notes | Picture |
|---|---|---|---|---|
| Coca-Cola | 1886 | The original version of Coca-Cola. |  | |
| Caffeine-Free Coca-Cola | 1983 | The caffeine free version of Coca-Cola. |  | |
| Coca-Cola Cherry | 1985 | Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)" in North America until 2006. |  | |
| New Coke/"Coca-Cola II" | 1985 | 2002 | Was still available in Yap and American Samoa[citation needed] |  |
| Coca-Cola with Lemon | 2001 | 2005 | Available in:
Australia, American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, New Caledonia, New Zealand, Réunion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank-Gaza
|  |
| Coca-Cola Vanilla | 2002; 2007 | 2005; | Available in: Austria, Australia, China, Finland, Germany, Hong Kong, New Zealand, Malaysia, Sweden, United Kingdom and United States. It was reintroduced in June 2007 by popular demand. |  |
| Coca-Cola with Lime | 2005 | Available in Belgium, Netherlands, Singapore, Canada, the United Kingdom, and the United States. |  | |
| Coca-Cola Raspberry | June 2005 | End of 2005 | Was only available in New Zealand. Currently available in the United States in Coca-Cola Freestyle fountain since 2009. |  |
| Coca-Cola Black Cherry Vanilla | 2006 | Middle of 2007 | Was replaced by Vanilla Coke in June 2007 |  |
| Coca-Cola Blāk | 2006 | Beginning of 2008 | Only available in the United States, France, Canada, Czech Republic, Bosnia and Herzegovina, Bulgaria and Lithuania |  |
| Coca-Cola Citra | 2006 | Only available in Bosnia and Herzegovina, New Zealand and Japan. |  | |
| Coca-Cola Orange | 2007 | Was available in the United Kingdom and Gibraltar for a limited time. In Germany, Austria and Switzerland it's sold under the label Mezzo Mix. Currently available in Coca-Cola Freestyle fountain outlets in the United States since 2009. |  |
SWOT Analysis
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Strengths- Coca Cola is an extremely recognizable
company. Popularity is one of its superior strengths that is
virtually incomparable. Coca Cola is known very well
worldwide. It's branding is obvious and easily recognized. Things like,
logos and promos shown on t-shirts, hats, and collectible memorabilia.
Without a doubt, no beverage company compares to Coca Cola's social
popularity status. Some people buy coke, not only because of its taste, but
because it is widely accepted and they feel like they are part of something
so big and unifying. At the other end of the spectrum, certain individuals
choose not to drink coke, based solely on rebelling from the world's idea
that coke is something of such great power. Overwhelming is the best word to
describe Coca Cola's popularity. It is scary to think that its popularity has
been constantly growing over the years and the possibility that there is
still room to grow. If you speak the words “Coca Cola”, it would definitely
be recognized all around the world. Money is another thing that is a strength
of the company. Coca Cola deals with massive amounts of money all year. Like
all businesses, they have had their ups and downs financially, but they have
done well in this compartment and will continue to do well and improve. The
money they are earning is substantially better than most beverage companies,
and with that money, they put back into their own company so that they can
improve. Another strength that is very important to Coca Cola is customer
loyalty. The 80/20 rule comes into effect in this situation. Eighty percent
of their profit comes from 20% of their loyal customers. Many people/families
are extremely loyal to Coca Cola. It would not be rare to constantly find
bottles and cases of a product such as coke in a house. It seems that some
people would drink coke religiously like some people would drink water and
milk. This is an improbable feat. Customers will continually purchase these
products, and will probably do so for a very long time. If two parents were
avid Coca Cola drinkers, this will be passed down do their children as they
grow loyal to the company. With Coca Cola’s ability to sell their product all
over the world, customers will continue to buy what they know and what they
like…Coca Cola products.
Weaknesses- Coca Cola is a very successful company,
with limited weaknesses. However they do have a variety of weaknesses that
need to be addressed if they want to rise to the next level. Word of mouth is
probably a strength and weakness of every company. While many people have
good things to say, there are many individuals who are against Coca Cola as a
company, and the products in which they produce. Word of mouth unfortunately
is something that is very hard to control. While people will have their
opinions, you have to try to sway their negative views. If bad comments and
views are put out to people who have yet to try Coca Cola products, then that
could produce a lost customer which shows why word of mouth is a weakness.
Another aspect that could be viewed as a weakness is the lack of popularity
of many of Coca Cola’s drinks. Many drinks that they produce are extremely
popular such as Coke and Sprite but this company has approximately 400
different drink types. Most are unknown and rarely seen for available
purchase. These drinks do not probably taste bad, but are rather a result of
low profile or non existent advertising. This is a weakness that needs to be
looked at when analyzing their company. Another weakness that has been
greatly publicized is the health issues that surround some of their products.
It is known that a popular product like coke is not very beneficial to your
body and your health. With today’s constant shift to health products, some
products could possibly loose customers. This new focus on weight and health
could be a problem for the product that are labeled detrimental to you
health.
Opportunities- Coca Cola has a few opportunities in its
business. It has many successful brands that it should continue to exploit
and pursue. Coca Cola also has the opportunity to advertise its less popular
products. With a large income it has the available money to put some of these
other beverages on the market. This could be very beneficial to the company
if they could start selling these other products to the same extent that they
do with their main products. Another opportunity that we have seen being put
to use before is the ability for Coca Cola to buy out their competition. This
opportunity rarely presents itself in the world of business. However, with
Coca Cola’s power and success, such a task is not impossible. Coca Cola has
bought out a countless number of drink brands. An easy way to turn their
profit into your profit is too buy out their company. Even though this may
cost a vast amount of money initially, in the long run, if all goes to plan,
it results in a large profit. Also, the company will no longer need to worry
about this product being part of the competition. Brand recognition is the
significant factor affecting Cokes competitive position. Coca Cola is known
well throughout 90% of the world population today. Now Coca Cola wants to get
there brand name known even better and possibly get closer and closer to
100%. It is an opportunity that most companies will ever dream of, and would
be a supreme accomplishment. Coca Cola has an opportunity to continue to
widen the gap between them and their competitors.
Threats- Despite the fact that Coca Cola
dominates its market, it still has to deal with many threats. Even though
Coca Cola and Pepsi control nearly 40% of the entire beverage market, the
changing health-consciousness attitude of the market could have a serious
effect on Coca Cola. This definitely needs to be viewed as a dominant threat.
In today’s world, people are constantly trying to change their eating and
drinking habits. This could directly affect the sale of Coca Cola’s products.
Another possible issue is the legal side of things. There are always issues
with a company of such supreme wealth and popularity. Somebody is always
trying to find fault with the best and take them down. Coca Cola has to be
careful with lawsuits. Health minister could also be looked at as a threat.
Again, some people may try to exploit the unhealthy side of Coca Cola’s
products and could threaten the status and success of sales. Other threats
are of course the competition. Coca Cola’s main competition being Pepsi, sells
a very similar drink. Coca Cola needs to be careful that Pepsi does not grow
to be a more successful drink. Other product such as juices, coffee, and milk
are threats. These other beverage options could take precedent in some
people’s minds over Coca Cola’s beverages and this could threaten the
potential success it presents again.
|
Competitive Advantage
Coca Cola is an example
of a company with sustained competitive advantage, innovation, an extensive
business model and an intelligent and substantial distribution network. The
best example of a company with a sustainable competitive advantage is The
Coca-Cola Company. The Coca-Cola Company was incorporated in 1892 to produce
the sweet fizzy drink – first developed by a pharmacist – that has become the
world’s most recognised brand.
Today, almost 120 years
later, The Coca-Cola Company is still going strong and is one of the most
sought-after stocks on the New York Stock Exchange. Coca-Cola’s competitive
advantage has proven its sustainability over the last 100 years.
This can be ascribed to:
The secret recipe for
Coca-Cola, which arguably tastes better than other cola drinks.
Their ability to continue
developing new products and re-inventing old ones – Coca-Cola currently offers
over 400 brands in 200 markets worldwide.
The world’s most
comprehensive distribution system has made Coca-Cola accessible to billions of
people worldwide. Coca-Cola is often available in ample supply to people in
areas where other consumer goods companies would never consider delivering
their products. The African continent is an excellent example – it’s fairly
common to see a small shop selling cold Coke in the middle of nowhere.
Coca-Cola’s production
techniques are so well developed that it costs a fraction of the selling price
to manufacture their product, resulting in high profit margins.
The Value Chain of Coca Cola Company
Analyzing the value chain of Coca Cola is helpful to create a better understanding how profit is made. Information not only Coca Cola needs. Shareholders, consumers and other groups witch interact with Coca Cola have a better overview on the process how value is generated in this Company. In all function of a company value is created: production, marketing, product development, service, information systems, materials management, and human resources. In each sector a different value gets created, which makes it nearly impossible to copy the product.
PROCUREMENT
Coca-Cola has followed a strategy of increased ownership of bottling operations worldwide as a way to make its operations more efficient and also to improve product availability as well as marketing focus. In some cases, investments represent minority shares in the bottling company, wherein Coca-Cola is able to help focus and improve sales and marketing programs, assist in the development of effective business and information systems, and lend operating expertise. Situations where the current bottler is not competitive with current competition or system wide sales standards, Coke frequently moves in to acquire the franchise and quickly turn the situation around.
TECHNOLOGICAL
The world is getting smaller and smaller. Ease of travel and increasingly sophisticated, instantaneous worldwide communication capabilities drive this phenomenon. Coca-Cola's management views this as favorable: "As the world has gotten smaller, a 'global teenager' has emerged. In Germany and around the world, these teenagers share similar tastes in music, clothing, and consumer brands. With its global scope and the power of the world's most ubiquitous trademark, the Coca-Cola system is uniquely equipped to market to this group"
Analyzing the value chain of Coca Cola is helpful to create a better understanding how profit is made. Information not only Coca Cola needs. Shareholders, consumers and other groups witch interact with Coca Cola have a better overview on the process how value is generated in this Company. In all function of a company value is created: production, marketing, product development, service, information systems, materials management, and human resources. In each sector a different value gets created, which makes it nearly impossible to copy the product.
PROCUREMENT
Coca-Cola has followed a strategy of increased ownership of bottling operations worldwide as a way to make its operations more efficient and also to improve product availability as well as marketing focus. In some cases, investments represent minority shares in the bottling company, wherein Coca-Cola is able to help focus and improve sales and marketing programs, assist in the development of effective business and information systems, and lend operating expertise. Situations where the current bottler is not competitive with current competition or system wide sales standards, Coke frequently moves in to acquire the franchise and quickly turn the situation around.
TECHNOLOGICAL
The world is getting smaller and smaller. Ease of travel and increasingly sophisticated, instantaneous worldwide communication capabilities drive this phenomenon. Coca-Cola's management views this as favorable: "As the world has gotten smaller, a 'global teenager' has emerged. In Germany and around the world, these teenagers share similar tastes in music, clothing, and consumer brands. With its global scope and the power of the world's most ubiquitous trademark, the Coca-Cola system is uniquely equipped to market to this group"
Marketing
plain CocaCola
Executive summary
Giant soft drink company Coca Cola has come under intense scrutiny
by investors due to its inability to effectively carry out its marketing
program. Consequently it is seeking the help of Polianitis Marketing Company
Pty Ltd to develop a professional marketing plan which will help the business
achieve it’s objectives more effectively and efficiently, and inevitably regain
there iron fist reign on the soft drink industry.
When establishing a re-birthed marketing plan every aspect of the
marketing plan must be critically examined and thoroughly researched. This
consists of examining market research, auditing business and current situation
(situation analysis) and carefully scrutinising the soft drink industry and
possibilities for Coca Cola in the market. Once Coca Cola have
carefully analysed the internal and external business environment and
critically examined the industry in general the most suitable marketing
strategies will be selected and these strategies will be administered by
effectively and continually monitoring external threats and opportunities and
revising internal efficiency procedures.
Situation Analysis on Coca Cola.
MarketAnalysis:
The market analysis investigates both the internal and external business environment. It is vital that Coca colacarefully monitor both the internal and external aspects regarding it’s business as both the internal and external environment and their respective influences will be decisive traits in relation to Coke’s success and survival in the soft drink industry.
The market analysis investigates both the internal and external business environment. It is vital that Coca colacarefully monitor both the internal and external aspects regarding it’s business as both the internal and external environment and their respective influences will be decisive traits in relation to Coke’s success and survival in the soft drink industry.
Internal Business
Environment
The internal
business environment and its influence is that which is to some extent within
the business’s control. The main attributes in the internal environment include
efficiency in the production process, through management skills and effective
communication channels. To effectively control and monitor the internal
business environment, Coke must conduct continual appraisals of the business’s
operations and readily act upon any factors, which cause inefficiencies in any
phase of the production and consumer process.
External
Business Environment
The External
business environment and its influences are usually powerful forces that can
affect a whole industry and, in fact, a whole economy. Changes in the external
environment will create opportunities or threats in the market place Coca cola must be aware off. Fluctuations in the
economy, changing customer attitudes and values, and demographic patterns
heavily influence the success of Coka
Cola’s products on the
market and the reception they receive from the consumers.
Place and Distribution:
There are four types of distribution strategies that
Coca Cola could have chosen from, these are: intensive, selective, exclusive
and direct distribution. It is apparent from the popularity of the Coca Cola’s
product on the market that the business in the past used the method of
intensive distribution as the product is available at every possible outlet.
From supermarkets to service stations to your local corner shop, anywhere you
go you will find the Coca Cola products
Monitoring And Controlling
Monitoring and controlling allows the business to check for variance in the budget and actual. This is important because it allows Coca Cola to take the necessary actions to meet the marketing objectives. There are three tools Coca Cola should use to monitor the marketing plan. They are the following:
Monitoring and controlling allows the business to check for variance in the budget and actual. This is important because it allows Coca Cola to take the necessary actions to meet the marketing objectives. There are three tools Coca Cola should use to monitor the marketing plan. They are the following:
i. Sales Analysis
The sales analysis breaks down total business sales by market segments to identify strengths and weaknesses in the different areas of sales. Sellers of Coca Cola products vary from major retail supermarkets to small corner stores. This gives the its products maximum exposure to customers at their convenience.
The sales analysis breaks down total business sales by market segments to identify strengths and weaknesses in the different areas of sales. Sellers of Coca Cola products vary from major retail supermarkets to small corner stores. This gives the its products maximum exposure to customers at their convenience.
ii. Market Share Analysis
Market share analysis compares Coca Cola’s business sales performance with that of its competitors. Coca Cola looks to increase its market share by over 60%. With the changes Coca Cola is currently undergoing, they aim to regain an iron fist control of the market. Target market various age groups and lifestyles from high school students too universities, and male or female.
Market share analysis compares Coca Cola’s business sales performance with that of its competitors. Coca Cola looks to increase its market share by over 60%. With the changes Coca Cola is currently undergoing, they aim to regain an iron fist control of the market. Target market various age groups and lifestyles from high school students too universities, and male or female.
MarketingProfitabilityAnalysis
This analysis looks at the cost side of marketing and the profitability of products, sales territories, market segments and sales people. There are three ratios to monitor marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. The results of these three tools can help Coca Cola determine any emerging trends, such as the need for a different product. Comparing these results with actual results gives the business an idea on when to change.
This analysis looks at the cost side of marketing and the profitability of products, sales territories, market segments and sales people. There are three ratios to monitor marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. The results of these three tools can help Coca Cola determine any emerging trends, such as the need for a different product. Comparing these results with actual results gives the business an idea on when to change.
SOURCE
COMPETITIVE ADVANTAGE OF ME
I think, I am happy to pursue the creation of hijab.
I love my hijab if her creation and I was unthinkable to pursue the hijab
creations.
