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Organization Summary

For over a century, our company has been distributing beverage products with our registered
trademarks across more than 200 countries and territories. The Coca-Cola corporation is a
comprehensive beverage enterprise that encompasses ownership, licensing, and marketing of a
diverse range of beverage brands. These brands are categorized into trademarks of Coca-Cola,
effervescent flavors, water, sports, coffee, tea, juice, dairy, plant-based drinks with added value,
and developing beverages. Our portfolio of owned and marketed brands includes globally
recognized names such as Coca-Cola, Sprite, Fanta, Coca-Cola Zero Sugar, and Diet Coke/Coca
Cola Light, which are among the top six nonalcoholic effervescent soft drink brands worldwide.
Our extensive network of independent distributors, wholesalers, retailers, and bottling partners,
along with our consolidated bottling and distribution operations, enables us to deliver our
branded beverage products to customers across the globe. It is worth noting that our
trademarked beverages are associated with a staggering 2.2 billion servings consumed daily
worldwide. We firmly believe that our success lies in our ability to connect with individuals by
offering a diverse range of beverage options that cater to their unique preferences, needs, and
lifestyles. Furthermore, the daily performance of our dedicated employees plays a crucial role in
our overall achievement. The concentrate operations of our company involve the marketing,
manufacturing, and selling of beverage concentrates, syrups, and fountain syrups, which are
collectively referred to as "beverage bases." On the other hand, our finished product operations
focus on the production and sale of finished sparkling soft drinks and other beverages. It is
worth noting that the finished product operations tend to generate higher net operating
revenues compared to the concentrate operations. However, the gross profit margins for the
finished product operations are generally lower. To generate net operating revenues, our
concentrate operations primarily involve selling concentrates, syrups, and certain finished drinks
to permitted bottling operations, also known as "bottlers" or "bottling partners." These bottling
partners then blend the concentrates or syrups with still or sparkling water and sweeteners,
depending on the specific product. In the United States, our bottling partners have the
authorization to utilize our concentrates to produce fountain syrups. These syrups are then sold
to authorized fountain wholesalers who distribute them to fountain retailers or directly to the
retailers themselves. Our concentrated activities are covered by both our regional and Global
Ventures operational segments. Our net operating revenue is generated through the sale of
sparkling soft drinks and other finished beverages to retailers, distributors, and wholesalers who
then resell these products to retailers. Many of these operations are part of our consolidated
bottling and distribution businesses, which fall under our Bottling Investments operating sector.
In addition to this, we also have non-bottling finished product operations in certain areas where
we sell finished drinks to wholesalers and distributors who are not typically our bottling
partners. These activities are often classified as part of our Global Ventures operating segment
or one of our geographic operating regions. Additionally, we have direct sales to consumers
through our Costa retail locations. The accounting for these revenues is handled by our Global
Ventures business.
QUESTION 1-
Coca cola political factor have impacted the way the company runs its business internationally
in certain region that they operate especially in a country that have civil unrest, War, terrorism
or government region change or if there is any changes in that particular region will affect the
business operation and bring about the losses in customers confidence to purchase the product
and boycott of the products all of this political unrest will impact the Coca cola access that it
need to operate in that particular market especially it distribution channel and network, procure
and supply and supply chain management which the company need to combat if they want to
stay relevant in that particular region not to incur too much losses. Coca Cola have been
expanding rapidly in the international market across all sectors which give the company the
power generates more profit, but they must consider that while entry into a new market the
local market policy and regulation of that region must abide if not the company may face
resistant, boycott or fine by the government of that region or country. Coca Cola face a huge
losses during the conflict and unrest in the Ukraine region in which they their whole operation
was put to an halt which leads a distribution in their supply chain management and employees
safety will put in danger and that give Coca Cola no other choice but to close it operation in that
Ukraine and there was a ban on the company operation in Russia which involves that the
company is not allow to transfers or remove fund for their operational center in Russia which
force the company to close all of operation in Russia which is loss to the company as it now
happen in the conflict and War between Palestine and Iseral which also force the company to
close some of operation in that region and health it supply chain and distribution in that
particular region which is loss to that organization.

Competitors -Coca Cola operative in a very intense competitive environment especially when
their lot of beverage company both international and local example of competitors like PepsiCo,
Monster, Red bull, Nestle etc. Coca Cola need gain competitive advantage but it to be success
and have huge market share they must be innovative and have a unique a selling point or must
be able to developed a strategy that will be viable to compete with the other beverages like
either low cost strategy which is mostly developed by the local company and which Coca Cola
must adapt the same strategy if they want to be successful in that particular market.

Monetary Coca Cola brand is very successful all over the world. The company has expanded in
various market strategies like endorsing celebrities to gain more sale is certain country. Coca
Cola marketing is all about lifestyle which leads to developing the Slogan “Real Magic” in 2021.
Coca Cola have developed a new product is called Coca Cola coffee which is accept by lot of
people and already making a market of 88% customer base already. Coca Cola have developed
the Glocal strategy which have enhanced great market penetration when they introduce the
Coca Cola coffee is with fit appropriately into the local market but still possess their
international standard. Coca Cola was able to drive a market share of $27.6 billion outside of
the United State due to their Glocal Strategy.
Technology have given the Coca Cola the competitive advantage in their marketing sector
especially when it to innovation and rebranding their product and also advertising and
marketing campaign. Coca Cola was able to use Automation machine and manufacturing
efficiency in the improvement of their production and manufacturing line which maximize error
and improve quickly check in the production line which give the company the advantage to
produce more product in day and most importantly filling the bottle and packing and branding
the product in a more accurate way, all of this innovation have given the company the power to
generate more sale and at same time able to meet customer need and improve the efficiency of
their supply chain and distribution lines.

Conclusion

Coca Cola is able to success in it international market and gain competitive advantage globally
because the company is able to adapt and at the same time be innovative and combat all of the
challenges in the international market like Political unrest in Ukraine, Russia, Palestine and Israel
which show that Coca is able to navigate in those situations and adhere to international
business policies why trying to bring consider the employees safety and wellbeing. Coca Cola is
still viable in the business area and still the top in the beverage industry is because they are
spending in technology improvements in their production lines and design of their product
which earns the company a lot of profit both international and local market. However, lot of
activists have accuse Coca Cola for failing to take into consideration consumer health which has
led to high obesity rate and also the product is addictive and they targeting young children in
their marketing campaign and their not adhering to local law of a country especially in the India

QUESTION 2
Marketing Segmentation- This simple means a group of people or customers who have a special
characteristic that are common example working profile, age group, lot of this segment have
been identify and they are they mostly likely to buy the coca cola products than any other
beverage drinks in the market. Knowing this segment have help the coca cola company to
decide on which market segment to pay more attention and penetrate.
Marketing Mix – it is compares of promotion, product, price and place, this is the 4Ps in the
market mix are describe in the in the international market context.

Promotion Strategy – This talk about the effort that is place in the technological change which
involves advertising of the product, sale promotion, brand awareness and the public relation of
the product. This is a form of awareness that keep customers informed about the product and
any new development which have been added in the products.
Product Strategy This is a strategy that identify a rebrand of the product into each stage in the
product life cycle so that the product can stay can gain competitive advantage in the market and
never reach it decline stage. The product life cycle and innovative of the product start from the
Introduction stage, growth stage, maturity stage and decline stage.

Price strategy -This help to put the organization product in a better position to gain competitive
advantage in the market frequently use price penetration when it wants to enter a new market.

Place strategy -This involves how easy customers can access the product and purchase it. Coca
Cola have improved greatly on it international supply chain strategy so that it product can be
available all over the world.

Coca Cola have use the 4Ps strategy to enter into Nigeria market, coca cola have gain a
competitive advantage in the Nigeria market due to actively engaged in brand and product
awareness and sale promotions which put the company fore front in the Nigeria beverage
market. The company have used sale promotions strategy to capture the attention of customers
in the market and use standardization of the products to retain them. Customers in the Nigeria
market appreciate the brand because they beverage is of high quality throughout the country
with a fixed ceiling price which have enable Coca Cola to gain a competitive advantage by using
market penetration strategy. Coca Cola is at the growth stage in the Nigeria market which is the
main reasons the company is embarking on lot innovative packaging like the rubber beverage
drinking which is easy carry and drink at the customer prefer time rather than the bottle which
the customer must drink and return the bottle. The price of Coca Cola has determined it survival
in the Nigeria market, the company must be able to predict the market outcome when it comes
the price of it competitive. The local beverage in the Nigeria were selling at low-cost strategy
which put a lot of pressure on Coca Cola to use that strategy to gain competitive advantage in
the market. Place Strategy which Coca Cola have used to gain a lot of shares in the Nigeria
Market through the arrangement of it supply chain and distribution channel to reach all of it
customers and retail outlet in Nigeria. In Nigeria Coca Cola have twelve factory plants, four
hundred thousand dealers nationwide and sixty deport over the country all of this have help the
company to grow fast among multinational company in Nigeria.

Conclusion
Coca Cola in Nigeria is growing rapidly because the company can adapt the 4Ps strategy into the
Nigeria market swiftly and abiding with the country’s legal and regulatory framework in both its
external and internal environment. The company have a lot of advertising and brand awareness
of their product, sales promotions, the manufacturing of a standard and quality products, after
sale services and making the product more affordable to in the Nigeria market by making it
supply chain and distribution network very easy to access. Coca Cola also use market
penetration strategy to gain more customer in the market also forming partnership with local
vendor to sale the products and open small retail store all over the country. Nigeria consumers
seem happy when the company introduce plastic bottle.

Recommendation
The company have place a lot of emphasize on it entry strategy which the 4Ps of marketing
which have work so well in the Nigeria market but let into consideration that this will not work
in another country and however if the company to keep it brand in a more innovative way and
developed a more attract promotion, sale, place and product strategy their product will soon
reach it maturity and decline stage in the Nigeria market. The company should increase it
production line and factory capacity in the production of Coca Cola beverage drinks which can
meet the needs and demands of the Nigeria market or else scarcity will take place if we
consider the population of Nigerians. Coca Cola, increase it supply and distributions activity to
supply more beverages in the Rural part of Nigeria as their lot of market to utilized in that
sectors.

Question 3
Market segmentation of Coca Cola is the aim of a particular organization to put it market
segment into group base on people preference and lifestyle and how they respond or behave
towards certain market actions.
These models give company the insight and power on consumer behavior and their customers
based on their values of the product and how they perceived the product.
The Coca Cola market segment is based on the following as stated below.
Demographic
Geographic
Psychographic
Behavior
The company was established in the U.S.A but now has expanded in diverse region with a
unique beverage brand around the world with the main aim of penetrating different market
around the world and having the greatest market share in any region which they operate and at
the same time become the most favor beverage drinks preferred by the people in that regions
or country.
Coca Cola Geographic Segmentation moves with the main objectives of to set the market in a
smaller / different unit in the form of regions, cities and neighborhoods and at the same time
expend into the urban and rural areas sectors as also ensure that its product can meet it supply
chain and distribution network channel nationwide. Coca Cola always takes into consideration
as the company to expand and distribute it product all over the world to meet customer needs
and demand. Coca Cola demographic segmentation is based on the variable of age, religion,
lifestyle and value of its customer preference.
The Coca Cola psychographic element is mainly focused on the personality, lifestyle and value of
its customers.
The behaviors segmentation focused on the competency and the awareness of the customer
when it comes to the product brands and taste.
Targeting of Coca Cola, the company have a huge targeting strategy because its market
expansion is big and it all over the world. Coca Cola target people who are younger with age
range from 10-25 years the second market range from 25-40 years. Coca Cola designed it
product to target specific audience ranging from who love tasty coke to customer who love diet
coke. The targeting picks out customer that frequently drink their product as it samples stated
that sprite is carter for younger people and college students while is other brand of Coca Cola is
preferred by the working class.
Positioning of Coca Cola is how the company can adapt in the external environment and still
gain competitive advantage of its competitor despise other company are offering the same
beverage drinks in the market which the customer the power to have a substitute and choose
their brand base on taste and its awareness. To gain a competitive advantage the company will
have to develop a unique selling point that it differentiates it product from its competitors. Coca
Cola can stand out from the crowd in the market due to it unique color, logo, bottle shape and it
standard and quality taste which has been classed to ‘’thirst -Quenching and refreshing. The
company have brought a mindset to it customer as Coca Cola symbol happiness, and it brings
positive spirit to it customer. The company main aim to be able it meets it customer needs and
demand worldwide bring them the unique taste of Coca Cola with standard quality.
Conclusion
Coca Cola can gain competitive advantage in the beverage market because it is able to position
itself so that customers and see them as the preferred choice of drink. Notwithstanding the fact
that can brand itself with a unique selling point and segment it markets so that majority of its
customers’ needs can be meet and demand carter for which meet their preferences.
Recommendation
Coca Cola must be able to integrate its position strategy into the long-term goal of the
organization depending on the region it works best. The company must be able to improve and
innovative in it supply chain and distribution challenges if there is any lack in it supply chain by
not able to meet customer needs and demand the company will start to loss its market share
and consumer will be looking for substitute. Segmentation strategy may work in all region or
country as the one wrong move by the company to take into account the preference one group
of people in a particular region will lead to boycott and tight regulations by government to give
power to the local beverage in that regards the company must work close with local partners
and use the Glocal strategy to include different stakeholder in a particular region as they feel
that the product is representing their brand and lifestyle.

Question 4
Culture is a way of life defined by the Cambridge Dictionary.
Coca Cola culture and management is more about their multinational corporate. The company
created a culture in which stakeholders can communicate and engage with different teams’
member towards the improvement and be more innovative their product and supply chain and
distribution channels. The have always find a way to be more fruitful when negotiating with
local partners when it comes the bottle and standard quality of the products and working with
local partners closely and provide the support that they may need just for the product be
produce with right standard that meet international standards and local brands to fit into the
market.
The company consider the global challenges when engaging with it main stakeholders when
discussing the key topic about worldwide trade and supply chain distribution of its products in a
way that it supports and protect the environment in which they operate by reducing pollution
and carbon emissions. Coca Cola pays a close attention to it environment and always find ways
to protect it from its production and manufacturing processes to curve global warming and
climate change problem. The company have also found ways to put customer safety first and
explain to customers the ingredient that is used in their beverage products. The company is
working closely with recycling company that are close their manufacturing factor to avoid
polluting the environment.
Coca Cola have created a culture in which employees feel safe and their business ethic and
protect consumer from it operation in the environment. The company have worked closely with
different stakeholder both international and national how to improve it production line and
manufacturing activities to meet both national and international standard in the point of
environmental safety and growing it product revenue both in the international and local
markets. Coca Cola culture will be linked with Web culture model by Richard. Doherty. The
model highlights six components which includes stories, Ritual and Routine, Symbol, Power
Structure, Organizational Structure and Control system.

Stories- the Coca Cola company have established a win story with it brand in locals and
internationals markets especially with-it campaign ‘’Share a Coke’’ which have brought
awareness in positive way to the brand on customer perceived it locally and internationally.
Coca Cola is beverage that people like to use in special occasion because they believe it brings
happiness and good spirit.
Example Coca Cola company have incorporated the local culture of India into their campaign
strategy in the country when marketing their products as use it for the Local Celebrations which
is “Atithis Devo Bhada” which simple means “Guest is God.”

Ritual and Routine Coca Cola ritual and routine have created a huge impact on the behavior of it
customer. The ideas have considered that product will be consume and use on different
occasion base on the time zone of different country and year of celebration. Example Mexico
use Coca Cola as a symbol of love to bond with loved ones and the favorable beverage to be
drink in the celebration of the Day of the Dead.

Symbol Coca Cola branding and symbol on the bottle can means lot of things for different
people indifferent country. Example the red in Coca Cola symbol luck in Chinese tradition and
the color brings forth happiness which is good fortune and it increase the sale of the product in
China.
Power Structure Coca Cola have also been in line with power of the social hierarchies when it
comes to how decisions should be made in the aspect of engaging with partners which either
be local or international. Example when Coca Cola wants to establish a new business in the
Middle East they worked closely with traditional and religious leaders is vital of the company
operations in the regions.

Organizational Structure- Coca Cola organizational structure is built on a close relationship with
manager and employees which foster how marketing ideas when developing a new product or
expending into a new market. Example teamwork and consultation is a value in the Japanese
culture and Coca Cola must adapt and develop that type of culture in their working
environment if they want to operate in Japan.
Control System- Coca-Cola have put in place a strict quality control measure in all their
production line and in their financial dealing. The company have laid a great emphasis on how
they evaluate employee performance according to the country local law. Example transparency
and ethical standard is value highly in the Scandinavian country.
Conclusion
Coca Cola needs to take into account the value, norm and preference of each market segment if
it wants be successful in those particular regions. By using the cultural web, the company can be
able to mitigate any cultural challenges that might arise during the company marketing strategy
to expand or market penetration.

Recommendation.
It will sometimes be challenging for Coca Cola to always developed a different strategy to meet
a particular marketing segment and also to adept with different norm and value of a particular
country that is why it important for the company to hire the local of that particular region to run
the company with the overall global strategy and standard is maintain by the international
parent company.
References
Chidester, D. The Church of Baseball, the Fetish of Coca-Cola, and the Potlatch of Rock ’n’ Roll:
Theoretical Models for the Study of Religion in American Popular
Coco cola Annual Report.pdf

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