Analysis Of Coca-Cola Company Marketing Research Paper (Research Paper Sample)

ANALYSIS OF COCA-COLA COMPANY
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Abstract
The research aims at investigating Coca-Cola Company and its operations to determine the effectiveness of various business processes. The study will focus on conducting a SWOT analysis for the firm to determine the different strengths, weaknesses, opportunities and threats surrounding the organization. At the same time, the study also aims at conducting a PORTER analysis besides using the PORTER model to establish various business factors and challenges surrounding the organization. Also, it will focus on different methodologies that can be used to mitigate such problems. The model will be based on the five forces analysis of the firm as it will consider all the participants of Coca Cola products including buyers, suppliers, and new entrants, competing for product and existing businesses. Finally, this report will issue recommendations that can be used to facilitate processes in the organization.
Introduction
Coca-Cola Company holds a 0.14% share in the FTSE 100 list and is one of the most successful beverage companies in the UK stock share lists of firms (Stone, 2013). It prides to be the license provider of more than five hundred beverage brands that contain no alcohol content. Some of the brands sold by the organization include all kinds of drinking water, juice, and other drinks such as coffee, energy, and sports drinks. It has branches in more than two hundred countries worldwide where the products are sold. Thus, Coca Cola can be outlined to be among the most famous brands that can hardly miss in any shop, household or event. The company enjoys great sales margin due to its popularity in the market as highlighted by Hossain, Robin, Rajon and Chowdhury, (2016).
Coca-Cola Company SWOT Analysis
Strengths
* One of the biggest strengths of the company is on brand equity. According to the Interbrand of 2011, coca cola company came out as the best in owning the most valuable and unique brand. Most Coca Cola brands are unique, and this gives them an advantage over other organizations in the same industry.
* Coca-Cola stands to be one of the most valued companies in the world today. With net worth valued at 73 billion dollars, the firm still tops in the industry. This total is based on the brand value together with other factories situated worldwide that bring in massive profits into the organization.
* The company is located worldwide in more than 200 countries. Coca-Cola products are found in almost every country around the world. This global location serves as a major strength for the company as it continues to build its brand name.
* Coca-Cola Company has the largest market share in the beverage industry. Perhaps, this is because of lack of completion as the firm faces competition from just one major beverage provider which is Pepsi. Still, coca cola has taken the hugest market share and remains the most renowned beverage company
* The organization has excellent market strategies aimed at creating and maintaining healthy customer relations, unlike its competitors.
Weaknesses
* The company faces stiff competition from other beverages companies such as Pepsi which is also coming up at an alarming rate.
* Unlike their competitors who have diversified in operations, diversification at Coca Cola remains at the lower level. It has not invested in additional products which could have brought extra revenue for the company.
* Despite wide varieties of beverages manufactured by the company, it does not take into consideration health implications of their products on the consumers. It has been established that one of the leading causes of conditions such as obesity can be attributed to the consumption of carbonated drinks which is the major beverage product.
Opportunities
* The organization has a chance to distribute and package drinking water which is becoming a significant issue regarding hygiene. Its operations at Kinley can be expanded to provide to focus on distribution of clean water as an alternative way of obtaining revenue.
* The company has an opportunity in improving its supply and distribution chain for easier transportation of products across the globe. Therefore, the organization can come up with better, efficient and reliable means of transportation to facilitate faster movement of goods.
* There is an opportunity for Coca-Cola Company to invest in developing nations that are starting to realize the importance of healthy beverages. A good example of a country to invest in would be India. Due to its hot temperatures, the refreshments offered by Coca-Cola may be of help to the citizens, and the company is likely to make major profits.
Threats
* The organization faces stiff competition from Pepsi which is posing a significant threat in the market. Other than Pepsi, coffee companies like Starbucks and Costa coffee also act as indirect competitors threatening the operations of Coca Cola.
* Sourcing of raw materials for use is also becoming a challenge. Water, for instance, is a major raw material in the manufacture coca cola products. However, water is becoming scarce with time, and it has become difficult to obtain enough for...