Coca-Cola's strategy

Résumé du document

Coca Cola Enterprises is recognized as the world's largest producer, marketer and distributor of products that was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The products of the Coca Cola company include some of the most popular beverage brands in the world. For example the company distributes a product called Dr. Pepper and numerous similar beverage brands. Coca Cola Enterprises is a part of the ?liquid non-alcoholic refreshment' business which extends our product line beyond the cliché ?carbonated soft drink' categories to beverages such as still and sparkling waters, juices, isotonic drinks and teas. In 1997, the company distributed approximately 3.4 billion pro forma unit cases (24 eight ounce servings, or 192 ounces per case) of products in bottle, can and fountain containers. The Company operates in selected parts of 45 states in the United States, all the ten provinces in Canada and significant portions of Europe including Belgium, France, Great Britain, Luxembourg and the Netherlands.

Extraits

[...] The first in creating Coca Cola is quite simple to make a syrup of sugar and water. The water is carefully purified because, for Coca Cola top quality ingredients are required To be certain that the water used for bottling and canning is clean and pure, local drinking water through beds of granular activated carbon. In addition to these procedures and precautions, quality control technicians test the water frequently as it is used to make the finished product. The treated water is mixed with sugar to create a simple syrup. [...]

[...] In fact, the only issue for Pepsi is to imitate Coca's strategy. Moreover, with the new competitor Virgin Cola on the European market and the possible buying of Orangina by Coca-Cola it seems more than obvious that the of 100 years” has just begun. Conclusion Few questions about the year 2000 Question 1 Has your company's assessment of its potential exposure to the year 2000 problem changed materially from what the market has previously been told ? Yes. The potential exposure for Coca Cola Amatil (C.C.A.) to the year 2000 problem has decreased as a result of the achievements to date of the year 2000 readiness program established in September 1997. [...]

[...] Through advertising with such memorable slogans as "Drink Coca-Cola," "Coke is "Can't beat the real thing," and the more recent "Always Coca- Cola," consumers have become loyal to the brand name. Sponsorships in such worldwide events as the World Cup, Tour de France, and the Olympic Games have further increased the consumers' awareness of the Coca-Cola brand, both in the domestic market, and globally. The company is pervasively penetrating the market by putting its products in easy reach. They are available wherever we look- supermarkets, sporting events, gas stations. Coca-Cola brands are so accessible, which increases sales. The company achieves price relative to value through its strict quality controls. [...]

[...] Labeling and graphics on each can or bottle must meet company standards also. The strict standards and consistent inspection of the product at each step of the manufacturing process is the company's main tool to preserve the quality of the product, which is of prime importance to the Coca-Cola Company. Investments In new, developing markets, the company's main objective is to increase the penetration of their products, so most of the investments are in productions facilities, distribution networks, sales equipment, and technology. [...]

[...] Coca Cola Enterprises employs more than individuals who operate more than 400 facilities; vehicles, and approximately 1.6 million vending machines, beverage dispensers, and coolers. (Does not include employees, facilities, vehicles, and cold drink vendors for the recent Coke Southwest acquisition). Coca Cola Enterprises initially offered its stock to the public on November ; and is listed on the New York Stock Exchange under the symbol CEE Mains figures Head Office: Atlanta, George (U.S.A) Turnover in 1995: $ milliard Employees: of whom works directly with the Coca Cola Company Production: More than of soft drinks in the world are produced by Coca - Cola The main brands : Coca Cola, Diet Coke (or Coca Cola light), Cherry Coke, Fanta, Nestea In the fruits juice sector: Coca Cola Foods is one of the main world producers of fruits juice. [...]