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CASE STUDY

Coca cola`s products include various brands


that supply carbonated beverages , diet /
low calories soft drinks , water , teas ,
juices , & energy drinks . Coca cola is a
universal company , serving geographic
regions all across the world. Coca cola`s
area of distinct advantage is in its
unmatched globalization , thus making it the
biggest selling soft drinks in history , as well
as the best known brand in the world

STRENGTHS
The best global brand in the world in terms of value
World`s largest beverage company that offers
approximately 500 still and sparkling products
Strong marketing & advertising
Customer loyalty
Bargaining power ever suppliers
Extensive diversified range of products
Well known sports team sponsorships
Brand is featured in many movies/t.v. spots

weaknesses
Competition with pepsi

Product diversification is low


Absence in health beverages
Water management
High debt level due to acquisitions
Negative publicity
Brand failures, insignificant
amount of revenues
New coke formula lead to
a back lash which resulted
a bad image of coca cola co.

Coca cola discontinued many


of its products due to bad publicity

opportunities
COCA COLA INVESTED $2.15 BILLION IN MONSTER
{THIS IS A 16.7% STAKE}
INVESTING IN WATER REPLENISHMENT PLANT TO
MAKE PRODUCTS THROUGH WATER
REPLENISHMENT STRATEGIES
INTENDS TO DROP SUGAR LEVELS BY 2020

Invest into other brands, still beverages &


soda alternatives
Coca cola stock
SHARE A COKE marketing strategy
High gross profit margins
Emerging markets for different bottled
beverages , both sparkling & healthy options
Consistently growing cash flows = rising
dividends for investors
Global market = increase in coca cola`s
economic system
Expand supply chain network = opportunity to
gain a more competitive advantage over its
competitor pepsi

The changing health


consciousness attitude of
the market
Saturated carbonated
drinks market
Competition
Globalization `s REMOVAL
OF BARRIERS
Difficulty in complying with
different government
regulations & norms in
different countries
Raw material sourcing
Legal requirements to
disclose negative
information on products
labels
Decreasing gross profit &
net profit margins

THR
EAT
S

Problem statement
How can coca cola sustain
economic growth in a
evolving market ???

Alternative solution
corn syrup /
sugar vs. stevia
water renewal
Recycling
Healthy snacks
Invest
Marketing
Combination of
1 , 2, 3, 5

Bbest

solution

# combination of 1, 2 , 3 & 5

Address current
health issues by
reducing sugar
Continue water
renewal / recycling
efforts
Merge with / invest in
other strong
established beverages

Implementation
Invest in companies that already serve a strong market

Thirst for more acquisitions &


strategic partnerships
Possible investment options :
starbucks or soda stream
Taking the ALL NATURAL approach
that appeals to organic grocers &
the high-end market

Implementation
substituting corn syrup sugar
Appropriate formula
Substituting sugar & corn syrup for a healthier
alternative{ e.g. stevia}
Testing
Finding stevia suppliers
Sampling
Consumer comments
Necessary improvements
Modifying manufacturing processes
Advertising

Implementation
water renewal resource efforts
Teaming up with environmental
groups
Restoration of a creek in MEW
MEXICO that flows into the rio
grande
Repairs In michigan relatedto
osborne creek
A watershed restoration project
located in the sierra nevada
mountains
Restoration of colorado`s trail creek
watershed
Coca cola has spent $660000 on
USDA projects so far

IMPLEMANTATION
Bottling alternative / increase recycling

Look for lightweight , recyclable ,


paper based cartons
Work with packing designers /
specialists
Mobilizing various packaging types
Utilizing novel shapes & smart
graphics
Segmenting the market
Using focus groups for objective

conclusion
If sugar level are dropped & plastic
level are reduced , there will be
feedback from the top of the chain all
the way down. The consumers will give
feedback on the taste , cost , &
presentation of the product change..