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5 pages/≈1375 words
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APA
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Business & Marketing
Type:
Research Paper
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English (U.S.)
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Topic:

Coca-Cola (Research Paper Sample)

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The paper evaluates one of the great multinationals and why it has succeed.

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Content:

Coca-Cola
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Executive Summary
This paper looks into Coca-Cola Company’s history, products, innovativeness, financial performance, opportunities, strengths, and threats. The paper looks at how the company has survived stiff competition in the beverage industry to the point of becoming one of the world’s leading brands. It shows how the company engages its customers in production of its products to ensure that all their needs and desires are met. The company as well has been designing aggressive marketing strategies that convince the target market to purchase the company’s products.
The paper as well conducts an analysis of the company’s strengths, opportunities, and threats. Among the company’s key strengths include its word’s leading brand, its customers’ loyalty, its extensive beverage distribution channel, and its aggressive marketing strategies among other strengths. Opportunities include the increasing demand for beverage drinks especially in emerging markets and a growing demand for bottled water. The company as well faces a couple of threats including stiff competition, as well as, dependence on independent bottling companies. Additionally, the paper looks at the company’s financial performance. In 2012, its profitability, revenue, and global volume grew past the target.
Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc323822567" History 4
 HYPERLINK \l "_Toc323822570" Innovation in advertisement 5
 HYPERLINK \l "_Toc323822571" Coca-Cola's Three-Pronged Approach……………………………………………………...........6
 HYPERLINK \l "_Toc323822572" Strengths 6
 HYPERLINK \l "_Toc323822573" Threats 7
 HYPERLINK \l "_Toc323822574" Opportunities 7
 HYPERLINK \l "_Toc323822575" Financial performance 8
References..........................................................................................................................10

History
Doctor John Pemberton, a pharmacist, founded the company in 1886. This was after he discovered the formula of making the company’s soft drinks. The founder’s bookkeeper, Mr Frank, suggested the name Coca-Cola, which is one of the global leading brands up to today. The public enjoyed the soft drink the same year it was invented. On average, the company sold nine serves each day. The company registered revenue of $50 during the first year of operation. However, the revenue was unable to cover the cost of over $70 over the same period.
Asa Candler, another pharmacist, purchased the soft drink’s formula, in 1887, for $2300. Asa designed and implemented an aggressive marketing strategy for the soft drink and by 1890s; the soft drink was one of the favorable fountain drinks in America. Since the formula was purchased, the company operates by the principle of selling the drink’s ingredients to independent bottling companies (Senker, 2012).
The company was selling its product as a soda fountain until 1960s, when it replaced it with bottled soft drink. Before the bottled soft drinks, people used to meet at soda fountains to enjoy carbonated beverages. However, as fast food restaurants, bottled soft drinks, as well as, ice creams became popular; the bottled soft drinks as well became popular (Senker, 2012).
Together with its subsidiaries, the company is involved in production, distribution, as well as, marketing of its drinks. It sells its products under a couple of globally recognized brand names including Coca-Cola, Coca-Cola Light, Diet Coke, Fanta, Sprite, Coca-Cola Zero, Minute Maid Vitamin water , among other famous brands.
The company produces a couple of beverages including energy drinks, as well as, still beverages, for example, ready to drink coffee, juice, and bottled water. The company has entered into agreements relating to the cola beverage under, which the company produces, promotes, and distributes its products in different regions across the world. Its still beverages include its famous juice called Minute Maid, and as well manufactures and markets its Dasani water. The company sells its products through retail outlets, food market outlets, as well as, vending machines among other outlets. It uses its own bottling and distributor’s operators and others that are independent.
Innovation in advertisement
The company’s brand is more than 125 years old, and is still one of the world’s leading brands. Until 2007, Coca-Cola marketing strategy was over reliant on the Coke, which is its flagship drink. Before 2007, experts saw the company as a sluggish marketer. However, the company began using other aspects besides is flagship drink to market its products. The company’s marketing team has always learned from failures in its marketing strategies coming up with other stronger and effective strategies, which have contributed a lot in making the brand internationally recognizabl...
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