Professional Documents
Culture Documents
The Coca Cola Company
The Coca Cola Company
FACULTY OF BUSINESS
SCHOOL OF MANAGEMENT AND INTERNATIONAL BUSINESS
COURSE:
Ingls para Negocios II
TEACHER:
Lavander Iparraguirre, Dina Rocio
WORK TITLE:
The Coca Cola Company
MEMBERS:
CYCLE:
III
CLASSROOM:
306
2016
GRATITUDE
A God for giving us the wisdom and patience to
overcome obstacles that occur daily in our
lives.
To our family for their unconditional support and
encouragement during the execution of our
research.
DEDICATION
This work is dedicated to our parents for many
reasons have achieved set us on the right track
and achieve the desired objective.
Also we dedicated to our market research
professor for the guidance and the guidance
provided in order to achieve this work.
THE COCA COLA COMPANY
CONTENTS
INTRODUCTION.........................................................................................................
THE COCA - COLA COMPANY..................................................................................
1.COMPANY BACKGROUND.................................................................................
2.MISSION...............................................................................................................
3.VISION..................................................................................................................
4.OBJECTIVES........................................................................................................
5.OUR WINNIG CULTURE....................................................................................
5.1
5.2
Work Smart...............................................................................................
5.3
5.4
Be the Brand.............................................................................................
9.2
9.3
9.4
9.5
10. CHARACTERISTICS......................................................................................
11. PORTES 5 FORCES.....................................................................................
12. SWOT of Coca Cola.......................................................................................
12.1 Strengths in the SWOT of coca cola........................................................
12.2 Weaknesses in the SWOT of coca cola...................................................
12.3 Opportunities in the SWOT of coca cola..................................................
12.4 Threats in the SWOT of coca cola...........................................................
13. ORGANIZATION CHART...............................................................................
13.1 President...................................................................................................
13.2 Managing Director....................................................................................
THE COCA COLA COMPANY
INTRODUCTION
The Coca-Cola Company is a beverage company, manufacturer, distributor, and
marketer of non-alcoholic beverage concentrates and syrups. The company is
best known for its flagship product Coca-Cola, invented by pharmacist John
Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889
by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its
namesake Coca-Cola beverage, Coca-Cola currently offers more than 400
brands in over 200 countries or territories and serves 1.6 billion servings each
day. The company operates a franchised distribution system dating from 1889
where The Coca-Cola Company only produces syrup concentrate which is then
sold to various bottlers throughout the world who hold an exclusive territory. The
Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on
the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the
Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar
Kent.
Current Situation
Today, the Coca-Cola Company has been serving for more than 127
years and is one of the largest beverage companies headquartered in
Atlanta, United States. The company is engaged in the production,
distribution, and marketing of nonalcoholic beverages and syrups. It is
listed on the New York Stock Exchange (NYSE) and the Dow Jones
Industrial Average (DJIA). On March 16, 2016, the share price of the
Coca-Cola Company is recorded at $38.17 under NYSE.
The Coca-Cola Company has over 3500 products and serves over 200
countries. Some of its brands includes, Coca-Cola, Sprite, Fanta, Diet
Coke, Dasani, Minute Maid, Power Ride, Simply Orange, Fresca, and
Vitamin Water. Moreover, it has partnered with approximately 250 bottling
companies worldwide. The companys segments include Eurasia and
Africa,
Europe,
Latin America,
North America,
Pacific,
Bottling
2. MISSION
The mission statement of the Coca-Cola Company is: To refresh the
world in mind, body and spirit. To inspire moments of optimism through
our brands and actions. To create value and make a difference
everywhere we engage.
3. VISION
The Coca-Cola Company and its bottling partners developed a 2020
Vision in 2016. This vision is a roadmap to doubling their global system
revenues in the next 10 years by focusing on six key areas: profit,
people, portfolio, partners, planet, and productivity
4. OBJECTIVES
The Coca-Cola Company is a leader in the beverage industry with a
reputable brand and strong global presence. According to the Coca-Cola
Companys mission statement and 2020 Vision, some of its goals
include:
through
productive
and
innovations
and
Get out into the market and listen, observe and learn.
Be insatiably curious.
Work efficiently.
1
0
Reward our people for taking risks and finding better ways to
solve problems.
Integrity: Be real.
7. PHILOSOPHY
1
1
It's been over 125 years since this new drink was served for the first time
at a soda fountain in Atlanta, Georgia. Today, taking a Coke involves not
only have hands to favorite soda in the world, but a history of effort and
dedication, a present full of enthusiasm, work and energy; and a solid
future driven by the commitment of thousands of employees who are the
Coca Cola system in every country in the
world.
His philosophy is driven by the desire to
attract
and
meet
consumer
demand
has
been
grounded
in
its
Sprite
Fanta
Aquarius
THE COCA COLA COMPANY
1
2
Fuze Tea
Andina Valle
Nordic
Vital Water
Powerade
1
3
volume,
keeping
our
beverages
affordable
and
1
4
1
5
1
6
10. CHARACTERISTICS
THE COCA COLA COMPANY
1
7
Redesign the way they work and live with the goal of sustainability is
part of everything they do.
They provided drinks for every lifestyle and for any occasion, offer
products that you can always trust.
Quality: Your system has the highest standards and processes to
ensure the safety and quality of products. Consistency and reliability
are critical to meet global standards and company standards; from
the production of concentrates to delivery of products.
Ingredients: The main element of their drinks is water, essential to
maintain healthy hydration. They also use other ingredients to give
flavor, color and other benefits to their drinks.
They
promote
open
and
suitable
1
8
serve, where the rights in the workplace are respected and people
are motivated to give their best.
Bargaining Power of
Buyers
Bottlers have relatively
little power because they
are
many
and
final
buyers are millions.
New Threats of
Starters
Threat of Substitute
Products
Here
is Pepsi
Cola
brand, the
franchise
system with bottling and
distribution network that
create barriers to entry.
Many
substitutes
including water, coffee,
tea, fruit juice and other
beverages "new age".
Bargaining Power of
Suppliers
Minimal costs ingredients.
1
9
2
0
coke, Fanta, Limca and Maaza are the growth drivers for Coca
Cola.
2
1
Water management: Coca cola has faced flak in the past due
to its water management issues. Several groups have raised
lawsuits in the name of Coca cola because of their vast
consumption of water even in water scarce regions. At the same
time, people have also blamed Coca cola for mixing pesticides
in the water to clear contaminants. Thus water management
needs to be better for Coca cola.
12.3
2
2
2
3
Why The Coca Cola Company is the most successful brand in the
world?
Coca Cola can say many things. But what is undeniable is that their product
is not only one of the most consumed worldwide, but is probably the most
recognizable and iconic brand on the planet, much as in recent years
companies like Apple, Nike or Facebook have uploaded many integers to
snatch that position.
Something has to do, of course, the famous formula they say keep secret.
But in any case, that only explains a small part of its popularity.
2
4
Many factors have contributed to the success of The Coca Cola Company
to be become a successful business; however, there are seven keys that
are important to mention, these are:
1. The secret formula.
2. A truly recognizable logo.
3. A bottle with history.
4. Quality at the point of sale.
5. Fixed price.
6. A brand that identified.
7. He opted for the franchise model.
2
5
13.1 President
Highest
authority. It is responsible
for
13.3
Marketing Department
2
6
Find out how to access markets as the final goal in the best
conditions of competitiveness and profitability.
13.3.1 Sales
13.3.2 Publicity
Responsible
for
defining
and
setting
policies
for
13.4
Finance Department
Responsible for the administration of the various financial
resources used by the company.
2
7
13.4.1 Accounting
13.4.2 RRHH
Recruitment.
13.4.3 Purchases
13.5
Production Department
13.5.1 Logistics
13.5.1.1 Storage
2
8
13.5.1.2 Distribution
13.5.2.2 Tasters
Potential customers.
2
9
Customers.
Loyal customers.
Old customers.
3
0
2002: "Sacked"
2007: "Lola"
2009:
"Today
want"
(Latin
3
1
3
2
3
3
The soft drink industry is almost dominated by Coca Cola. This industry
is well known as a duopoly between Coke and Pepsi as the most
competitive companies. These two competitors have most of the market
share in the world.
Identification of Competitors
Pepsi Company is racing to par with Coca Cola, the other competitors
are of unequal size, especially in local markets.
Degree of differentiation
Coca Cola and Pepsi compete mainly in advertising and differentiation,
but not in prices. Coca Cola has various
advertising campaigns where the main goal
is to make your users happy. Coca Cola is
recognized as the best known brand in the
world, consumers can not do without Coca
Cola and have established a loyalty over
the years.
Extent of jurisdiction
THE COCA COLA COMPANY
3
4
Coca Cola
Pepsi
PepsiCo is a leading
international company
compete
against
Coca Cola".
3
5
CONCLUSIONS
Since its inception Coca-Cola has been a company that has been
concerned about the physical and mental well-being, not only his
audience, but also their employees.
3
6
RECOMMENDATIONS
Coca Cola is always looking for new ideas to stay in business and remain
competitive.
With this The Coca-Cola Company has managed to keep the company
customers in competitiveness, as they obtain more information on these
and often, put the company in response to new form of distribution.
3
7
BIBLIOGRAPHY
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<http://www.bbc.com/news/magazine-19550067>.
"Common menu bar links." Caffeine and Carbonated Soft Drinks. N.p.,
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Web.
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<http://www.hc-sc.gc.ca/fn-
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2014.
<http://www.coca-colacompany.com/press-center/press-
releases/the-coca-cola-company-reportsfull-year-and-fourth-quarter2013-results>.
Walter, Ben"Soft Drinks and Disease." The Nutrition Source. N.p., 4 Feb.
2012.
Web.
14
Mar.
2014.
3
8
<http://www.hsph.harvard.edu/nutritionsource/healthy-drinks/soft-drinksand-disease/>.
3
9