TEACHER:

PREZ PREZ, ANDER

MEMBERS:
GAMBOA VILLAROEL MICHEL
RIOS LIAN IVI SAMANTHA
PERALTA GAMBOA JIMENA
SALCEDO CAMPOS, OLGA

COURSE :
GLOBAL MARKET PERSPECTIVES

2016

COCA COLA

1. INTRODUCTION:
Coca-Cola was founded in May 1886 by Dr. John Pemberton. Coca-Cola
was first sold to the public in Atlanta at Jacobs Pharmacy. Only 9 servings
of the soft drink were sold each day.
Organization Chart

2. COMPANY NATURE:
Special training is given to employees, new employees also are placed with
old ones to learn work and the values prevalent in the company. Two cups
tea are free for every employee daily this represents the hospitable nature of
the company, This factor keeps the employees motivated as they are taken
well care this fact is clear by the physical actions took by the company. The
company working environment is really a good blend of Asian and western
values.
Mission
To cool the body, mind and spirit world. Inspire moments of optimism
through our brands and actions, to create value and make our mark on each
one of the places in which we operate.
Vision
Utilities: Maximize the return to shareholders, without losing sight of the
totality of our responsibilities.
People: Be a great place to work, where our staff is inspired to give their
best.
Portfolio of products: deliver to the world a portfolio of beverage brands that
anticipate and satisfy the wishes and the needs of the people.
Partners: Become a successful network of partners and create mutual
loyalty.
Planet: Being a global, responsible citizen which makes its contribution to a
world better.

Values
Collaboration: Enhance the collective talent.
Passion: Committed to the heart and reason.
3. CAUSES OF CONCEQUENCES

In 1985, Coca Cola, decided to change its main

"team". For the first time in its century-old history, Star altered the secret
formula of your product. And looked into an abyss that threatened to
collapse it.
During his leadership, Coca Cola changed its strategy focusing more on
distribution channels and points of sales in the mass media. The product
was everywhere at the same time: in metro stations, airports, museums,
universities, centers meeting, etc. A sentence summarizes the strategy: "do
Pepsi?, excuse me, only have Coca".
And as a result gained by the infedilidad of the consumer because in this
decade the growth of carbonated drinks segment is kept in less than 1%,
and this kind of beverages market share has come down from 83% to 73%.

The dispute with Pepsi to win consumers has its roots in the Decade of the
1970s. However, since expansion, listed it on its website CNN not Coca
Cola launched the first commercial hit. In 1975, Pepsi launched the
campaign 'Pepsi challenge', where consumers were invited to test your
product and Coca-Cola (without a name) and choose the best among them.
The strategy bore fruit after seven years and in the Decade of the 1980s,
Pepsi matched the level of sales of Coca Cola. In addition, the brand took
advantage of this growth to undertake an aggressive advertising campaign
that featured the participation of superstars Madonna, Michael Jackson and
Michael J. Fox. In rejoinder, Coca Cola undertook renovation campaign
supported by other artists and further strengthened the concept of family
drink; using commercial Christmas set in the North Pole.
For now, Coca Cola leads the market of drinks with 42% of sales. But Pepsi
perceived higher returns (USD 57, 8 trillion) thanks to its strategy of

expansion into snacks including Ruffles, Lipton,

Quaker and other brands.
Another controversial chapter in the history of the brand was the legal
dispute by monopolistic practices and unfair competition with the Big Cola.
In 2008, Mexican Justice ordered several bottlers of Coca Cola to pay a
total fine of $ 15 million. The Peruvian Alfredo Paredes, commercial
representative of Ajegroup (Big Cola), said that the charges against Coca
Cola rose by "coercion and intimidation of owners of points of sale, coercion
by payment of prizes and promotions at points of sale, removal and
destruction of propaganda and goods of Big Cola".
New Coke, Coca Cola Zero, and Coca Cola vanilla are three products that
failed on the market, after its launch. The sweeter taste of New Coke was
not to the liking of the consumer and after two months on the market was

the 'old' drink under the name of Coca Cola Classic. Coca Cola Zero was
tarnished once U.S. authorities reported that the sweetener used in the
preparation (sodium cyclamate) could cause cancer when it is consumed in
high amounts. Coca Cola vanilla lasted only one year in the market after its
launch in 2002. She was replaced by Black Cherry Vanilla Coke, although it
relaunched in some countries in 2007.
One feature that has marked the history of 125 years of Coca-Cola, is the
constant implementation of actions which aim to help make this world a
better place to live. Based on this, and through its global sustainability live
positively platform, implements ecological, social and economic programs
that contribute to the development of Mexico.
In its commitment to the care of the environment, living positively has three
pillars that comprise activities aimed at the saving of water, the reduction of
energy consumption, the mitigation of the effects of climate change and
innovation in packaging, in order to contribute to the awareness of those

who inhabit the world through measures of reduction,

recycling and reuse.
Innovate in the development of sustainable packaging.
Is returning almost 90% of the water used in their products and processes
Thanks to the development of technological innovations and the integration
of the best combination of energy sources, have saved more than 60 million

kWh per year, similar to the consumption of 45 thousand households in one

year.
In 2011 the market launched the first bottle made 100% plant-based, being
first in its kind in the world.

Constructive criticism:
The company extreme care must be with their competence, by the way to
sell your product, that is a fair competitor and to take appropriate measures
to avoid fines. They should take into account the ingredients of the drink
because they are essential to our customers.

References:

http://www.revistalideres.ec/lideres/coca-cola-polemica-estrategias-publicidad.html.
http://www.expoknews.com/coca-cola-a-favor-del-medio-ambiente /