Coca Cola

Résumé du document

In the past few years, Coca-Cola Company has been through one of the most appalling periods in its history. For most of the go-go 1990s, it seemed nothing could stop its remorseless global growth. But from 1998 to 2000, the company flabbergasted investors by turning in three straight years of falling profits, its worst decline in living memory. This problem could come from many different sources.
We will try during this essay to present these problems and to define a new marketing strategy for a new start of the Coca-Cola company.

Extraits

[...] As an example why not introducing diet energizing mineral waters. Indeed the market of mineral waters is becoming more and more important. When we see that big companies such as Danone or Nestlé got so seriously involved in this market, it seems obvious that a group like the Coca-cola company has to think about it, rather than launching a product like Vanilla coke which makes us think to a remake of Cherry coke with just a new taste. It would be more interesting. [...]

[...] 2000 New CIO of the Coca-Cola Company: Douglas N. Daft. 2000 New theme of the international advertising compaign: “Enjoy Coca-Cola”. 2001 Launch of Aquarius (Lemon, Orange, Grapefruit). 2001 Extension of the Fanta, Nestea and Minute Maid ranges Products and packaging Packaging: - Glass bottle: 20 cl cl cl - Plastic bottle: PET 50 cl cl L L L - Can 33 cl - Pack 20 cl L (Minute Maid) Communication 4 Communication The Coca-Cola Company uses two types of media for its communication : .Posters .Television (spots) Coca-Cola advertising has been for years about vast global messages pumped out of Atlanta to reach a grateful planet who wants to learn to sing, who wants to know that holidays are coming and who wants to hang out with a girl on a beach in Miami on a hot summer's day. [...]

[...] al, 1998). Weaknesses: Although domestic business as well as many international markets are thriving (volumes in Latin America were up Coca-Cola has recently reported some "declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power." According to an article in Fortune magazine, "In Japan, unit case sales fell in the second quarter [of 1998] . scary because while Japan generates around of worldwide volume, it contributes three times as much to profits. Latin America, Southeast Asia, and Japan account for about 35% of Coke's volume and none of these markets are performing to expectation (Mclean, 1998). [...]

[...] Communication 4 E. Distribution and prices 5 F. Recommendations 5 III The global trend 5 Coca-Cola consumers in the world 5 Local cultures 6 IV Global analysis and recommendations 6 SWOT 7 BCG Matrix 8 Recommendations 8 I The objectives In the past few years, Coca-Cola Company has been through one of the most appalling periods in its history. For most of the go-go 1990s, it seemed nothing could stop its remorseless global growth. But from 1998 to 2000, the company flabbergasted investors by turning in three straight years of falling profits, its worst decline in living memory. [...]

[...] Sale growth in 1999: + Sale growth for 5 years: + Market shares of the Coca-Cola Company products in France: Annual consumption per capita: 23.7 litres An extraordinary economic development for 10 years: Sale volume multiplied by 2.6 in 10 years 3 billions of investment 2 Launch of Coca-Cola‘s products in France 1933 Launch of Coca-Cola in France at the Café Tabac de L'Europe near the Lazart Station“. 1940 Launch of a new drink: Fanta. 1949 Establishment of the “Société Parisienne de Boisson gazeuses” (SPBG) main concessionary of Coca Cola company in France. 1960 Minute Maid becomes the property of Coca Cola Company. 1966 Coca Cola becomes the first soft drink sold in France. 1984 Launch of Sprite in France. [...]