Coca Cola - presentation of the company and its strategy

Résumé du document

The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of non-alcoholic beverage concentrates and syrups in the world. The Coca-Cola product was invented in May 1886 by pharmacist John S. Pemberton in Atlanta, Georgia. The brands of the Coca-Cola Company represent some of the most popular beverage brands in the world. It is best known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Coca-Cola Enterprises is in the liquid non-alcoholic refreshment business, which extends it's product line beyond traditional carbonated soft drink categories to beverages such as still and sparkling waters, juices, isotonic, and teas. The Company operates in the parts of 46 states in the United States, all 10 provinces in Canada, and portions of Europe including Belgium, France, Great Britain, Luxembourg, and the Netherlands. In 2006, the Coca-Cola Enterprises franchise territories encompassed 81 percent of the population in North America, all of the population in Belgium, Great Britain, Luxembourg, and the Netherlands, and over 90 percent of the population in France. The company proposes more than 2000 products. Coca-Cola Enterprises initially offered its stock to the public on November 21, 1986 and is listed in the New York Stock Exchange under the symbol 'CEE'.

Extraits

[...] To develop the universal aspect of the company, Coca Cola realises some ads all over the world. It also sponsors lots of events often linked with sports such as the ‘tour de France' and the Soccer World Cup. In fact, the company wants coca Cola to be integrated in our quotidian life, to be where consumers are: their logo is ‘everywhere, wherever you go in the world'. In fact, to launch this new product with only one calorie per can, they distributed 5.5 million cans and spent 600 million francs on marketing. [...]

[...] Pepsi did not communicate its results this year but it has also built a huge empire in the soda market with 100,000 sellers delivery cars, and 2 million vending machines. In this hard fight for market shares, each company has its own recipe and tricks to be successful. These are the key points of the Coca-Cola strategy: Production In Coca-Cola's culture, everything is under control, thanks to an enormous politic of centralisation. With its 160 drinks commercialised, the ‘World Company' is much involved in its productions and in its activity of bottling up where management control is very strong, and the participation in shares is always important. [...]

[...] This flavour base for ‘Coca-Cola' is still one of the world's biggest trade secrets. After blending, it is ready to have the bubbles or carbonation added An army of glass Polyethylene bottles, are now ready to be filled with the finished product. The bottles are washed, rinsed and inspected electronically and visually. Only then they are ready The conveyor lines up bottle after bottle to be filled automatically. This way the amount in each is exact, and the automatic sealing of each bottle guarantees complete hygiene At last, the bottles are labelled, date coded and packed into cartons The Coca-Cola Company : the empire in United States Organization The Coca-Cola Company is the global soft-drink industry leader, headquartered in Atlanta, Georgia. [...]

[...] The Coca-Cola Learning works with the management to maintain this atmosphere. It helps build culture, systems, and processes that the employees need to develop the knowledge and skills to take advantage of new opportunities of the company The international strategy of Coca Cola Coca-Cola has a very well organised international strategy. It's an obligation, for such a company, because approximately 70% of its volume and 80% of its profits come from outside the United States. The company's operating management structure consists of five geographic groups: The North American group (United States and Canada) The Latin American group (Central and South America) The Middle and Far East group (middle east to China, Japan and Australia) The Greater Europe group (Iceland to Russia's east) The Africa group (50 countries in sub-Saharan Africa) Since the 90s, there has been an acceleration in the company's effort to put the global production and distribution in the hands of bottling partners who share the focus to increase the consumption and to build shareowners value. [...]

[...] Coca Cola - presentation of the company and its strategy 1. Table of contents 1. Table of contents 2. Introduction 3. The Coca-Cola Company: the empire in United States 4. The international strategy of Coca Cola 5. Coca-Cola in France 6. The war between Coca-Cola and Pepsi 7. BIBLIOGRAPHY 2. Introduction Coca-Cola Company is one of the largest manufacturers, distributors and marketers of non-alcoholic beverage concentrates and syrups in the world. [...]