Coca cola case study a global strategy article

Category: Food and drink,
Published: 24.12.2019 | Words: 4177 | Views: 540
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Pepsi is currently at the leadership situation in the drink industry and it has been effective through it is strong brand image, excellent outsourcing strategies and useful supply cycle management. Nevertheless , there are still some issues that Pepsi needs to solve.

This report is segmented into three main parts. The first part discusses market placement, market share and product through research. The second part concentrates on the current concerns, core competence and long term plans of Coca-Cola. Tips are provided in the third component in order to handle the issues brought up earlier also to provide guidance towards future global strategies.

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The report aims to provide suggestions to solve several issues that Skol has been facing in terms of normal water issues, health problems and environmental issues. Firstly, globalisation and localisation should be balanced. Second of all, the market head position may be maintained by employing defensive approach. Thirdly, the brand name perception may be changed by investing promoting budgets upon healthy drinks such as drink and drinking water.

Additionally , health issues can be improved by penetrating in a new market, such as producing healthy food with low calories from fat. Fourthly, the water quality can be solved by developing new-technology or seeking non-contaminated hydrant. Last but not least, Pepsi can help the sustainability through developing environmental friendly plans.


Coca-Cola is one of the most popular refreshment companies around the world. It was developed in the late nineteenth century simply by John Pemberton as a patent medicine in the beginning. Griggs Candler is a famous salesman who transformed Coca-Cola from an invention into a organization and then authorized trademark of The Coca-Cola Business in the United States since March twenty seven, 1944. Today, Coca-Cola a well-known company, which advertised in more than 200 countries and there are 59, 000 part companies and 71, 000 workers in the world. Coca-Cola features taken up a quarter of the product sales revenue in the beverage industry, comparing with the 11. 5% of Pepsi, which was because of its successful setup of the globalisation approach. The purpose of the report should be to provide suggestions to the directors of Skol by exploring and examining the market location, product, market share, current problems, core proficiency and future plans in the company.

Marketplace Position and Market Share

Pepsi is one of the most well-known beverage brands across the world and it has become the marketplace leader inside the beverage industries (Allen ou al. 2012). Coca-Cola aims to bring delight and pleasure to consumers with its items. Coca-Cola also markets on its own with consistent communication and offers high quality items. It is a organization which has a higher level of brand value and endless financial resources (Allen et ‘s. 2012), although it has knowledgeable both expansion and decline in 110 years seeing that 1902.

Coco-cola’s objective should be to hold its market location and keep their particular sales income growing through the defensive online marketing strategy (Allen ou al. 2012). For example , Coco-cola sponsored the 2008 Beijing Olympics to enhance their manufacturer as well as their market location and they have successfully achieved the campaign. Thus this marketing strategy helps Coco-cola to maintain their business and to maintain steadily its leadership position in the soft drink market on the globe among many other competitors.

The beverage companies are a perfect competition market (Docstoc 2009), where there are only some major players in this marketplace. For instance, Soft drink and Nestle are the primary competitors of Coca-Cola. Furthermore, it is shown that Coca-Cola and Pepsi include accounted for half the market share inside the soft drink market. Coca-Cola Organization has developed over 3500 products and they have been sold in 200 countries around the world, just like Japan, Canada and China (Kumar 2012).

Figure you

Figure 1 indicates a global market share of Coca-Cola completely, and other best-selling beverages on the globe. Based on the statistics, Coca-Cola’s sales revenue accounted for more than a 1 / 4 of the global beverage market share, which was 25. 9% and followed by Soft drink with 10. 5% (Statista 2012). The other leading brands were Nestle and Suntory Coalition, which were 3% and 2 . 8% correspondingly (Statista 2012). However , almost all of the beverage business was taken on by other small brands, which means there are several challenges and opportunities for market development.

Compared with yr 2009, Coca-Cola’s market share has increased, due to the increment in the sales revenue, and 77% sales earnings comes from the international industry (REUTERS 2010). To be further, Coca-Cola’s sales revenue grew by 11% compared with recently in Pacific market, which was the highest increment in all market segments. The second top growth is at Latin American, the increase was up to 7%, which was even now really high. However , the marketplace share in North America decreased by 1% compared with the previous year (REUTERS 2010). It truly is known that the international business is growing in recent years, while the American market share is decreasing.

Segmentation is about marketplace division into groups of customers with similar needs and/or characteristics who have are likely to exhibit similar buy behaviour (Weinstein 2004). Pepsi categorises consumers based on several segmentations. They are geographic segmentation, place of consumption, product type, and demographics. This helps Pepsi to understand their various market features and customer behaviours, after which come up with diverse marketing connection strategies. It also aids Coca-Cola to develop new products and goods mixes to meet the requires of regional markets and lead the change resulting from the elevating health mind.


Pepsi, established in 1886 in Atlanta, was initially launched in Jacob’s Chemist as a water feature beverage by simply mixing Pepsi syrup with carbonated water. With its exclusive flowing type face and classical red colour, Coca-Cola has been known as the world famous brand for nearly a century (Product Explanations 2012). Nevertheless , it was until 1995 which the Coca-Cola Firm started to provide a wide range of drink selections and portion sizes for customers under the vision of offering various beverages for each lifestyle, existence stage and life celebration.

Nowadays, the Coca-Cola Firm owns much more than 500 refreshment brands, that are sold in 200 countries around the world. Coca-Cola also offers over 3, 500 various kinds of products in the beverage market. For instance, they are really generally broken into sparkling beverages, 100% fruit juices, fruit refreshments, bottled water, athletics and strength drinks and ready-to-drink tea and espresso. The products of Coca Soda are distributed globally (Kumar 2012).

1 . 1 Item Innovation

Item innovation plays a crucial function in many businesses. It is essential pertaining to Coca-Cola to develop new products to be able to enhance the competitive edge and industry penetration. It really is generally believed that Skol is the best selling soft-drinks across the globe. However , the soft drink sector is endangered by the customers’ increasing intelligence of health issues arising from the possible unfavorable health associated with Coca-Cola including obesity and inactivity (Ivythesis. com 2009).

Therefore , Pepsi has been committed to the research and development of new products for many years. For example , after the wonderful success of Diet Coke, the company has released a series of flavour extensions, including Diet Coke with ” lemon “, Diet Vanilla Coke, Diet plan Cherry Coke, and Diet Coke with Lime to fulfill different demands of consumers. Additionally , Coca-Cola in 2005 effectively launched one other innovative product- the Coca Zero which carried a similar taste of original Cola with no calorie consumption (Coca-Cola Facts 2012). Today, Coke Actually zero has become probably the most popular drinks in the Coca Cola key family, which is available in 145 countries. Merchandise innovation should be considered as the hallmark with the Coca-Cola for the purpose of providing more beverage options for consumers and keeping up with their changing needs and life styles (Ivythesis. com 2009).

1 . 2 Item Strategy

The primary product approach of Pepsi is the fast product screening and advancement in every individual market. There may be high level of product variation and changes in the market this operates (Ivythesis. com 2009). This may be mainly because of the diverse market tendencies across different regions. Furthermore, Coca-Cola remains committed to give full attention to consumers’ changing demands and preferences and also cultural diversity. Besides, Skol should make effort to enlarge the product offerings in order to be capable to survive beneath the saturated market of carbonated drinks. According to the Coca-Cola example, it is clear that Coca-Cola modified it is product to suit the local conditions in different regions. For instance, Samurai, an energy beverage, is only created and sold in Asian countries (Product Descriptions 2012). Similarly, Vita is an African juice of Skol and Sprite Green is actually a sparkling drink from the Combined State which is only available in select places in New york city and Chi town (Coca-Cola Details 2012). Current Issues

There are many of critics towards Coca Cola. In terms of solid spend and normal water issue, the communities near to the bottling herb in India suffered the two health and environmental damages resulting from the passageway of sludge as fertilizer. The most significant concern which recently had an impact upon the community is a depletion of water amounts caused by the Coca-Cola bottling plant. As a result, the amount of water that is available pertaining to irrigation goal is considerably reduced (The Corporation 2009). In addition , the centre of Science and Health in New Delhi in the year 2003 indicated that both the water in bottles and sodas contained pesticides which may cause cancer and breakdown in immune system (Centre for Research and Environment 2012). Also, Coca-Cola is accused of obtaining dual requirements in UNITED STATES, Europe and India, in relation to its products and safety measures which usually would have a direct impact on individual health (The Corporation 2009).

These allegations had a wonderful impact on Skol through it is sales and closure of 1 of the bottling crops in Kerala, India. In addition , Coca-Cola’s items are also suspended in the condition of Kerala, India (The Corporation 2009).

Health issues have arisen toward Coca Soda. It has been alleged towards its acidity in the drink. Recurrent consumption of coca cola may also bring about tooth rot through dental erosion (Ehlen et approach 2008).

In relation to business practice, in 2004, a large amount of the advertisement was broadcasted during children’s tv set programs, which might have urged children to consume more soft drinks and consequently contributes to childhood weight problems (BBC Information 2004).

Also, Coca-Cola has been accused of bribing the American Schools of Pediatric Dentistry (AAPD) in the year 2003 as a result of the donation of 1 million for the AAPD. Critics suggested that Coca Cola has paid the dentists to stop these people from disheartening children to consume coke (Union of Worried Scientists 2012). At the same time, Coca Cola has also been alleged toward employee discrimination due to the fact that dark employees continued to be absent inside the top supervision of the organization and they were paid less than white personnel. Subsequently, Cocaína Cola offers settled the lawsuit with $192. five million and agreed to change its managing and operating structure (The Washington Content 2012).

Primary Competence

Key competence is defined as ‘communication, engagement, and a deep commitment to working across organizational boundaries’ (Hill 2012). It is an important theory that every company has to consider measures to maximize profits. Therefore , improving core competence is key. Accordingly, the firms will need to identify core competence and develop competitive advantages later on (Sabah ainsi que al. 2012). There are five main ways of improve main competence.

Firstly, Coca-Cola provides successfully integrated global online strategy. Specifically, since the first item moved past the United States in 1902, Pepsi has promoted in more than 200 countries and there are approx . 71, 000 employees who also work in much more than 59, 1000 companies around the globe. Accordingly, Skol has a excessive market share of 25. 9% (Coca-Cola Firm 2006), signifies that Pepsi is the best beverage company in the world.

Secondly, effective supply chain management plays a vital role in improving key competence by Coca-Cola. Specifically, the supply chain management should be to enhance cooperation between people along the supply chain just like raw material providers, bottling suppliers, wholesalers, and suppliers. It also aims to improve production and to put value. Consequently , Coca-Cola always delivers the ultimate products to finish consumers with the right time, and with correct quality. This means consumers will receive a higher level of customer satisfaction and better solutions (Songini 2004). Therefore , these effective methods of source chain management would help Coca-Cola using a better performance inside the markets.

Finally, Coca-Cola in addition has employed useful outsourcing approach, which is one of the important tactics in source chain management. Outsourcing is an activity that passes part of firm’s business to those exterior vendors who can provide better service, higher quality and at cheaper (Rosebush ainsi que al. 2012). Coca-Cola is one of the most famous businesses for its successful outsourcing strategy. For example , Pepsi has outsourced bottling creation to overseas companies and contracted out a part of creation of goods particularly in some appearing countries such as China and India. It is obvious that outsourcing, which can be one of the key competences of Coca-Cola, has further built up the business regarding both item developments and marketing communications by different areas. Clearly, outsourcing techniques has helped Coca-Cola to enlarge the marketplace for products.

Fourthly, the different products classes are completely Coca-Cola’ main competence. Not only it provides a comprehensive portfolio of products towards the world industry, such as Cola, juice, espresso and drinking water, but likewise customises companies product combines to meet the requirements at diverse local markets. This strategy offers Coca-Cola a serious competitive benefit, and helps to increase sales and market share.

Lastly, the technology innovations and advances enjoy an essential part to Pepsi in terms of productivity and product promotion. More specifically, Coca-Cola uses new technology to lower the vehicles costs and boost it is logistics performance. For example , labour-replacing machinery can augment production. Moreover, growth in technology gives Skol more programs to promote its products in terms of the Internet and mobile phone application. Specifically, the growth of the Net helps Coca-Cola to become a growing number of popular.

Upcoming Plans

In accordance to leader of Pepsi, Muhtar Kentin, in the business Annual Assessment 2011 that Coca-Cola this year fruitfully achieved four a lot of productivity system, allowing the organization to realise annual savings greater than $500 mil USD. Mr Kentin also suggested that for the future he could be persuaded with no doubt that some of the essential business tactics and advancements of the firm will come on the meeting stage of advent and durability because creating long term lasting and innovative development is important for any good business venture (The Coca-Cola Company website, 2012).

Kentin explained that he foresees a whole lot of prospects for the Company in the near future, and that the company is undoubtedly aware of the simple fact that it is business activities can only remained as strong and environmentally friendly as the societies the company is serving. Pepsi in its power will always support the gradual economic recuperation in the us and the globe at large. Beginning from the year 2012 onwards, the corporation will continue to be a good and accountable corporate citizen by minimizing its overall carbon release and employing the water sustainability strategy (The Coca-Cola Business website, 2012).

Mr Kent also stated in an interview inside the Wall Street Journal that Coca-Cola is definitely planning to spend around $4 billion CHF in China and tiawan for the next 36 months, making that to be the most recent investment because Coca Cola is committed to invest in the planet’s second biggest economy. Mr Ken solved that “the investment would be used to put bottling crops, expand some existing establishments and fund initiatives in distribution, marketing and the development of new cold drinks (The Universe Street Journal Website).

Customer obviously the next largest global market to get Coca-Cola following the US and Europe. Indisputably the company is currently enjoying the rapid growth in its deal as a result of the increase in customer income because country. The Company at the moment possessed stake in 24 bottling plant joint venture and two factories as result of their localisation technique (Heracleous 2001).

According to the New York Stock Exchange, Coca-Cola programs to greatly invest in sub-Saharan Africa in spite of the political risk associated with this kind of ventures. Nevertheless, it is generally believed the fact that higher the chance, the higher the return. The business is hoping to blow Skol powerful brand to get more consumers in this particular region. According to the report, Tanzania and Kenya have received portion of the proper investment as long as Coca-Cola states its goal to invest $187 billion CHF in Tanzania over the up coming three years. Also, the company could maintain its expense commitment in Africa to make a new bottling plant in Somaliland, which is estimated to become worth $15 million USD. Coca-Cola is definitely intending to kick off ‘Pan-African’ marketing promotion referred to as ‘the one particular billion good believe in Africa’ so as to sympathetically bond with the African buyers (The Nyse website 2012).


To summarize, Coca-Cola has implemented many effective global strategies to expand its business and to increase its key competence. As well, Coca-Cola has created various types of beverages In order to meet distinct demands by different markets.

However , there are several issues to become addressed just like water issues, health issues and also other environmental problems. Consequently, it is recommended that Coca Diet coke may develop new technology for water filter. Also, it is necessary for Skol to find the uncontaminated water supply. In addition , online marketing strategy can be modified to focus on healthier beverages such as juices and water. Pepsi can also shift its merchandise offerings and extent to healthy food such as cheese, yogurt and food. Further, defensive strategy can be employed to retain their current market discuss as well as to maintain its leading market position. This plan will also assistance to balance among its globalisation and localisation by stopping excessive investments in either a global market or the regional marketplace.


1 ) 3 Stability The Globalization and Localization

Coca-Cola’s headquarter has been doing a great job to review and guidebook marketing communication globally. For instance , one communication ” joy, but other ways to express this message in several local market segments. Local managers could work with local advertising and marketing agencies to create creative marketing plans that will adapt to local tradition and consumer’s tastes.

1 . 4 Conserve the Market Innovator Position

While the best beverage company, Pepsi needs to associated with continual improvement in order to maintain steadily its market leadership. Coca-Cola ought to implement the defensive approach, which indicates of sustaining the latest marketing spending to advise consumers, to consolidate also to build even more memory tips and company attributes along with keep the company awareness and brand salience high. Pepsi should also combine and keep improvement the supply chain.

It might reduce the risks in the global source chain and raise the source chain efficiency in this quickly changing globe. For example , Coca-Cola’s third one fourth earnings were $1. 89 billion or 81 per share in 2008, up from 1 ) 65 billion or 71 per talk about in 3rd quarter 2007 (Coca-Cola Organization 2009). Fantastic success can be generated by simply implementing the defensive strategy at 2008 Beijing Olympics Games (Allen et al. 2012). Accompanying with the useful implementation, this strategy not only can defend Coca-Cola’s position in the world market, nevertheless also increase industry share and sales additionally.

1 . your five Health Issue

Health issue is one of the main issues that Pepsi has been facing, while its key competitor Soft drink would also provide the same difficulty. However , the media and consumers seem to focus on criticising Coca-Cola for not being healthier, which is depending on the belief that buyers have. It could be changed simply by modification in both products offering and marketing communication. For example , Skol could spend more marketing budget about healthy beverage such as juice, water and energy beverage. Instead of focusing on the carbonated drinks, the marketing messages may focus on creating healthy lifestyle with the healthier products offerings. The purpose of this strategy is to alter consumers’ perceptions towards Pepsi. It will provide long-term proper benefits to Coca-Cola even though it may take a very long time.

Additionally , Coca-Cola could sink into into a new market, which involves healthy food, just like cheese, yogurt and cereal. This strategy allows Coca-Cola to expand usana products offering, to boost the image with the company, also to increase sales revenue. It also aids Skol to take on Pepsi who is already in the food business.

1 . 6 Water Issue

Water top quality is critical to Coca-Cola’s business, as this report stated, pesticide inside the water brought on serious health issue in India. To conquer this problem, Coca-Cola should seek cleaner hydrant. For example , production factory could be built near the source of waterways. This is because the closer to the cause, the cleaner of the hydrant will be. Alternatively, Coca-Cola could build the factories inside the nearest country, like Bangladeshi where there has been cleaned water supply with low costs.

Furthermore, Coca-Cola could interact personally with or invest in research and development centres, such as university laboratories and environmental organisations to build up new technology for water purification.

Water lack seems like a serious problem. Yet , if people look at it coming from another path, which is the sea water, it might not certainly be a problem whatsoever, at least for hundreds of years. Coca-Cola can invest in creation and structure of the desalination plants. This could be a long and hard procedure, but Coca-Cola is aiming intended for the long-term benefits. These types of developments might help Pepsi solve water shortage difficulty world-wide. In addition, Coca-Cola ought to build these kinds of plants around major slots with powerful and effective transportation, just like Singapore in Asia, Rotterdam in The european union, Durban in Africa, Compact country of panama in Latin America and New York in US. It would reduce various costs and increase the logistics efficiency.

1 ) 7 Durability

There is an ever-increasing trend of sustainable expansion in recent years. This is simply not only because in the consumer’s preferences, but it also helps you to cut costs and improve profits. Coca-Cola ought to work on bettering transportation effectiveness to reduce carbon dioxide footprint by utilizing more green materials pertaining to packages, effective energy ingestion. It will also give safe, into the fair working environment for its staff. For instance, the efficient lamps system uses 50% fewer energy and provides 50% more light canada (Wong 2011).

Reference List

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