Coca-Cola Company Executive Summary
The following are 'snapshots' of current conditions at what is arguably world's largest producer of soft drinks.
Strategic planning and development
While Coke has been the generic word for 'brown soft drink' for decades, it has lots market share, calling for strategic plans to win it back. In fact, market development is a big feature of Coke's planning this holiday season. To do that, it plans to "spend an extra $350 million to $400 million on marketing and advertising worldwide" (Leith, 2004) with $100 million of that in North America; that may be necessary to spend that much to overcome the weak U.S. soft drink market and Coke is willing to do it. Despite the global nature of Coke's business, and the fact that North America (U.S., Canada) comprises only about 30% of the company's business overall, it is considered "critical" (Leith, 2004)
Economic planning and forecasting
Economic forecasting at Coke is also targeted on North America. In response to several factors -- higher prices for raw materials such as aluminum cans and plastic bottles, for example -- it is altering its projections for income (see income section, below) and using a program of moderate price increases (Leith, 2004) to attempt to balance its expenditures in general, and in the attempt to regain market share noted above. In fact, it is likely that, in addition to raw materials and marketing expenses, Coke will have additional expenses arising from some ethics issues, which will be mentioned later.
Global marketing
The biggest failure in Coke's global marketing strategies was underestimating the growth in the 'fizzy water' market (Howard, 2004). It is now in a game of catch-up, but its name brand recognition in the world's largest emerging market, China, should help it overcome this weakness of planning, as long as it pays better attention to what is demanded globally. With 70% of its market in nations other than the U.S., it is essential for Coke to properly assess both the taste preferences of the markets and the sorts of promotion those markets respond to best.
Ethics and social responsibility
One place Coke's ethics and social responsibilities...
The total asset turnover ratio on the other hand indicates that just as is the case with the fixed asset turnover ratio, the Coca-Cola Company has been less effective in the utilization of all its assets in sales generation. The inventory turnover ratio is essentially a measure of the number of times the inventory of a business entity is replaced or sold within a given period of time. In the
Coca-Cola's response to the threats and opportunities it faces has been largely defensive. The company has introduced new products largely in response to categories that have been created by other companies -- moving into coffee drinks in response to Pepsi's deal with Starbucks and introducing Fruitopia and Nordic Mist (Foust, 2006). These moves are reactionary and despite the company working hard at new innovation, it tends to lag other firms
New, cheaper 200 ml bottles for example are aimed at rural and low-income urban markets. In a country where poverty is the plight of the majority of the citizens, such a strategy shows particular awareness of the specific culture and market. Market and cultural awareness is therefore of utmost importance when entering a foreign market such as India. Characteristics and Importance of the Indian Market It has been mentioned above that
Coca Cola Company The organization of choice for this paper is the Coca-Cola Company that is operating in beverage industry for more than a century principally manufacturing, distributing, and marketing nonalcoholic beverages globally. It mainly offers sparkling and still beverages. The Coca-Cola Company is a USA-based company, headquartered in Atlanta, Georgia and founded in 1886. Amongst the market leaders in the beverage industry, Coca-Cola Company fights to remain on the top. Keeping
Coca-Cola Company ("Coca-Cola," "Coke") is a U.S.-based manufacturer and distributor of non-alcoholic beverage. The company recorded revenue of $46.5 billion in FY2011, and earned $8.5 billion in net income. According to the company's website, it sells products in over 200 countries, given the company near-global scope. This also ensures that Coca-Cola has substantial exposure to foreign currencies. This report will discuss a number of international financial aspects to Coca-Cola's business,
(About Bottling) The Coca-Cola Company states that the people of its company and the brands that it manufactures are the two secrets for its continued success in the bottled drink-manufacturing sector. The primary goal of the company is to enrich its workplace; it states in its report about the company's workplace, wherein the primary focus is on the needs of the employees. The aim of creating a diverse workforce that
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