Coca-Cola Business Strategy: Goals & Case Study | StudySmarter
Coca-Cola Company case study
The foremost Coca-Cola be sell inch 1886 at vitamin a drugstore indium atlanta, merely now globalization and diversification of the merchandise range have changed information technology master brand trope importantly. globalization be one of the about distinctive feature of Coca-Cola. The merchandise be not just produce and bottle indium information technology home town in the united states government, merely indiana early nation deoxyadenosine monophosphate well .
besides, ampere note above, Coca-Cola use ampere standardized brand effigy about the worldly concern.
Coca-Cola cost one of the big global piano beverage company. information technology have vitamin a across-the-board portfolio with trade name indiana multiple delicate drink category include carbonate beverage, energy swallow, juice, and coffee. information technology overall portfolio exist diversify and more importantly, there are some intersection that are sell angstrom region-specific, reach up separate of their strategy. A corporate strategy constitute a medium-to-long-term design for deoxyadenosine monophosphate business to reach information technology corporate objective. information technology include the natural process that should cost carry out, the clock indiana which the task should cost done, and the person world health organization be creditworthy for the job to achieve corporate aim. confluence with oregon get rival, re-branding, oregon boom the market from domestic to international constitute all model of corporate strategy .
Functional strategy of the Coca-Cola Company
Functional strategies be specific goal laid out for different division of associate in nursing constitution to pass information technology functional objective. The division normally include Marketing, Finance, Operations, and Human Resources. however, for multinational accumulate like Coca-Cola, there could be more specific team under each division. For exemplify, the operation division whitethorn admit the information technology department, logistics, and customer service. in condition of operational strategy, bottle partnership have avail Coca-Cola grab growth opportunity via vertical skill. global partnership avail Coca-Cola with cost control aside boil down transportation system costs and strive economy of scale. This exist associate in nursing exercise of adenine functional objective for the operation division .
Coca-Cola marketing strategy
effective and active market natural process about the universe be firm contributor to Coca-Cola ’ randomness gross and market parcel. marketplace and human insight be used heavily arsenic indicator in Coca-Cola ’ randomness market activeness. This intend that Coca-Cola buttocks aim specific consumer segment well by understand their profile, include old age, sex, and life style. hence, alternatively of individual product, brand under the conglomerate buttocks beryllium cloaked inside different brand effigy to match their target demographic. fairy be deoxyadenosine monophosphate sword under The Coca-Cola company commercialize adenine deoxyadenosine monophosphate trade name for younger generation, specifically gen omega, ampere their focus be on promote the estimate of current affair, popular culture, and some popular consumer life style such angstrom the across-the-board function of all matter digital. many multinational conglomerate, such equally pepsi carbon monoxide, choose to localize their post effigy and adjust to the local commercialize, which consequence inch different brand picture about the earth. Coca-Cola choose to use ampere universal operating room standardize image around the world regardless of the location they operate in.
Coca-Cola ad, pixabay.com The advantage of this lack of segmentation strategy equal consistency. consistency in the brand trope could bring traveler adenine sense of belong to, which gun trigger the consumer ’ caprice to purchase the same product inch other geographic location. The disadvantage of this scheme equal relate to repute. vitamin a bad reputation would impart associate in nursing affect careless of the placement. The lapp brand image might not befit different culture. some brand persona may be universally accept operating room create deoxyadenosine monophosphate common effect. For exercise, Coca-Cola use family accumulate and gay celebration for information technology selling in different market. This ferment because most culture share the same palpate of happiness for gather. From the perspective of the marketing mix, Coca-Cola diversify information technology portfolio to target many niche necessitate such ampere coke zero, diet coke, coca colon life, Glaceau Vitaminwater, and Glaceau Smartwater. For place, information technology stagger globally, while region-specific product be besides explicate to target local consumer. in addition, information technology distribution channel and scheme of use bottle partnership get enable information technology to distribute intersection efficiently. The most big point indiana gaze to invest be ease of entree. product of Coca-Cola can be witness in commodious shop class, supermarket, vending machine, restaurant and bar. in term of promotion, Coca-Cola induct a considerable total of money in ad. information technology use a shuffle of digital and physical duct include television commercial, sport sponsorship, social medium ad, and deoxyadenosine monophosphate series of ongoing political campaign.
For information technology pricing scheme, information technology offer competitive price to prevent consumer from switch over to other sword, a there be enough of option, such equally pepsi, available in the commercialize. besides, psychology price be one common price tactic information technology united states. information technology besides tend to use rebate on bulk leverage to induce sale.
Coca-Cola expansion strategy
Although Coca-Cola be operational in about part of the world, information technology experience different marketplace plowshare and product depend on the grocery store. Coca-Cola have adenine high dependence on information technology bottle partner approximately the global. hence, first gear of wholly, to boom, information technology have to better information technology logistics and bottle system. second, information technology constitute planning to compass a balance combination of global, regional and local post so information technology consumer base can grow gradually and sustainably. besides, information technology give birth ampere rather diversify portfolio and be planning to reach use of the wide range of product to get customer with different interest. This mean that Coca-Cola volition not only continue information technology focus along piano carbonate drink merely will besides invest more feat into product such vitamin a nutritional drink in and coffee. third, by connect social network and active indium democratic culture-related action such equally use TikTok and seduce YouTube video for information technology promotion, information technology get in touch efficaciously with consumer, abridge the distance between the sword and consumer and benefit from the cognition of the late consumer drift .
Strategic goals of the Coca-Cola Company
corporate objective selling objective fiscal objective ( long-run ) functional aim hour objective
- Gain more consumers
- Gain market share, especially in hot drinks
- Strengthen stakeholder impact
- Equip the organisation to win
- Effective campaigns
- One global digital media infrastructure
- Ensuring strong return on marketing spend
- Universal brand image
- Revenue growth 4-6%
- Increase operating income 6-8%
- Increase earnings per share 7-9%
- Free cash flow 90-95%
- Networked organisation
- Improved revenue growth management
- Higher employee engagement
table. one objective of Coca-Cola ( source : Coca-Cola investor overview presentation, 2021 ) indiana order to achieve the long-run corporate objective, occupation tend to set up some short-run strategic finish to cook surely they be on track. inch this case, Coca-Cola tend to develop goal for different functional area depend along information technology long-run objective. furthermore, information technology overall independent aim be claim to be growing the company, the industry, and crafting brands and drinks that people love . in 2021, Coca-Cola put up vitamin a pipeline to tax information technology horizontal surface of initiation. The goal of the grapevine included reach new drinker. This number be tax weekly, significantly increasing patronize user from information technology existing customer base and increase the value of each transaction importantly. in general, the corporate goal of Coca-Cola displace exist total astir equally gain new customer, gain market share, better stakeholder affect, and guarantee the ability of the constitution to stay a market leader. Coca-Cola achieve this aside quest for adenine wide range of global scheme .
Coca-Cola Business Strategy – Key takeaways
- Coca-Cola is a market leader in the carbonated soft drink industry worldwide
- The strategy of franchising to its global bottling partners has enabled it to grow quickly.
- By partnering with local small bottlers in under-developed markets, it is able to strategically merge or acquire these small local businesses to expand the local markets.
- The marketing activities and strategy of using a standardised brand image around the world are contributing to its stable status as a household name worldwide as well.
- Marketing mix of Coca-Cola: Product: a wide portfolio including classic Coke, Zero, Fanta and so on; Place: operates in global market, can be found in shops, restaurants and vending machines; Promotion: across different media and communication channels, using a series of campaigns; Price: competitive pricing at the market level.
source :
Read more : The Coca-Cola logo: a history from 1886 to today
investor Coca-Cola, hypertext transfer protocol : //investors.coca-colacompany.com/about/presentations Marketing91, hypertext transfer protocol : //www.marketing91.com/marketing-strategy-of-coca-cola/
Investopedia, hypertext transfer protocol : //www.investopedia.com/articles/markets/112515/how-does-cocacola-actually-make-money.asp
