Breakdown of Coca Cola as a Corporative Company and Its Marketing

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Introduction of Coca-Cola Company

The company has become the biggest non-alcoholic beverage company, a distrible and advertising company in the world, selling more than 16 million Coca-Cola items daily in over 200 countries since it was created at Jacob's pharmacy in Atlanta, Georgia, for 140 years. since it was founded by pharmacist John Stith Pemberton in Atlanta, Georgia. Coca-Cola products include water sparkling drinks, fruits, juice drinks, teas, coffees, sports beverages and power drinking Coca-Cola products. (Coca-Cola website 2010) Marks as defined are 'a name, sign, symbol or combination of goods and services intended to identify and distinguish between the goods and services of a single seller or of a group of sellers' (Kotler 1984, p442). Brand is an attitude, a community and a sign for men, who can show their personalities and lives. Not only is a name a good brand, and guarantee not only is a memory in people's minds, but it can affect people's lives.

The brand Coca-Cola is now one of the most popular brands of the world, including 500 brands of soft drinks ($66,667 million). Other than the most valued brand in Coca-Cola, the company still has over 12 other brands of over $10 million consisting of 'Diet Cola,' 'Sprite,' 'Fanta,' 'Coca-Cola Null,' 'Glaceau' and 'Coca-Cola Minute Maid,' 'Georgia' and so on. The major challenges for the early bottlers were imitating the beverages of competitors, along with the consistency of the packaging of the 1000 bottling plants at that time. In 1916, the bottlers realized that a generic, signature drink was required and accepted the unique contour bottle. By being known in the Dark, the new Coca‐Cola bottle distinguished from the competition. The Coca-Cola contoured bottle was signposted in 1977.

Coca-Cola Economic Integration

Coca-Cola welcomes a latest US, Mexican and Canadian trade agreement. The Coca-Cola corporation intends to expand communities as a local multinational enterprise. This Agreement retains and modernizes significant business prospects for consumers in North America and the removal of aluminum tariffs. Coca-Cola is promoting free and fair trade, and hopes that the governments of all three countries will be able to quickly enforce this agreement. (Company et al., 2019) When the draftsman of the free trade agreements opening up Europe's and North America's borders, he presumably focused not on their effect on pop drinkers once they decided to support free trade economics. Nonetheless, those without the fizzy could not survive have tasted new sensations because trade barriers are falling away and Coca-Cola's regional varieties have started to cross border. ('Coke connoisseurs benefit from free trade agreement - Taipei Times', 2019) For example, in the U.S., the North American Treaty of Free Trade (NAFTA) has enabled Latin stores to remove orders from ordinary US coke and replace it with lawful Mexican coke. The reasons behind the imports are that the variety from the south of the border is sweetened with cane sugar rather than the maize syrup used in US Coke. ('Coke connoisseurs benefit from free trade agreement - Taipei Times', 2019)

Reason's latest issue describes coke in Mexico as one of NAFTA's main winners, and in large populous cities in Mexico such as Los Angeles, Phoenix and San Antonio beverages are becoming a staple. Online Mexicans often like to drink what they find to be real and chat about where Mexican coke can be bought with the buzz of Internet alerts for cola drinkers. ('Coke connoisseurs benefit from free trade agreement - Taipei Times', 2019)

Not everyone blows bubbles due to the growing popularity of Mexican Coke. For example, the Coca-Cola company in the United States finds that it violates its own national bottlers ' franchise rights, which do not generate a hundred imports from Mexico. 'We agree to allow bottlers to have these territorial rights,' US Coke Chairman said last year. ('Coke connoisseurs benefit from free trade agreement - Taipei Times', 2019) It has the capacity to influence trade and economic policies with governments and organisations that can have a positive influence on its commercial interests in select markets around the world and its dedication to preserving its good global entrepreneurial citizenship. For example, on its website and in the international media, Coca-Cola emphasizes its commitment. ('Coke connoisseurs benefit from free trade agreement - Taipei Times', 2019)

'The Company became a signatory to the UN Compact in March 2006, expressing our determination to advance its 10 universally accepted values... in support of human rights, employment, climate and anti-corruption,' says Coca-Cola. 'The Company has become a signatory to the UN Compact. 'UN Global Compact,' Coca-Cola Company, accessed January 1, 2011, is also a signatory for several of our bottling companies. ('Global and Regional Economic Cooperation and Integration', 2019)

Coca-Cola Entry Strategies

Every organization seeks the opportunity to expand its business across borders and it is a complex task for international business to find an appropriate entry mode. Different institutions have chosen different methods of entry for the management of foreign operations with strategic decision making, which are consistent with government law and country culture. ('International strategy of Coca-Cola Company', 2019) With several entry ways, Coca Cola Company has entered the world market. Exports, licensing and franchises are the most common modes. Coca Cola also exports its goods to foreign distributors and companies, in addition to the export of drinks and their specialty syrup. ('Coca Colas Entry Strategies into The African Market Marketing Essay', 2019) There are five entry strategies that stated in Coca-Cola Company’s websites:

1. Coca-Cola focused on driving growth in sales and profits.

Coca Cola has used its business in a way that differs by type of market, with segmented revenue growth strategies. It therefore matched the employees ' advantages. The business has focused mainly on increasing amounts in emerging markets, ensuring that drinks are available and strengthening the foundation for future growth. The business has established a balance between volume and pricing in developing markets. The Company focused more on cost, blending and increased productivity in developed markets by offering smaller packages and more first-class products including aluminum and glass bottles. (Company et al., 2019) Value generation for companies and consumers in various countries looks different, and a good job has been done by the business segmenting the corporate market in 2015 to improve revenue growth. Although the organization still has more to do, it welcomes its results. Overall, the market mix rose 2%, which led to a 4% rise in organic revenue. In the worldwide market, the Company has a value-added share. (Company et al., 2019)

2. The company Coca-Cola invested in our brands and companies

Healthy businesses need continuous investment. The organization has decided to invest in more and more ads of its brands, increasing their marketing volume and quality. The company increased media publicity spending by over $250 million and shared stronger, more powerful advertising with these funds. (Company et al., 2019) The company has also invested in its wide range of beverages. The company strengthened its position in the energy market through a new strategic alliance with Monster Beverage Corporation. Investing in products like Suja, a premium organic, cold-pressed juice line, the Company agreed to buy the brand of vegetable protein drink Chinese Green Culiangwang. The company has further expanded Fairlife ultra-filtered milk distribution throughout the region. (Company et al., 2019) Coca-Cola launched its first global marketing campaign in 2015 to endorse Pepsi, Diet Coke, Coke zero, and Coca-Cola Life's whole Coca-Cola brand. Started in early 2016, Taste the Feeling emphasizes the refreshments, tastes, upliftment and personal ties that make Coca Cola ice-cold a real pleasure. The company's broader one product approach and this initiative tells customers that they can enjoy Coca-Cola more calories, fewer calories or no calories, and with or without caffeine. Each time he or she reaches a delicious and cool Coca-Cola, the option is for every human. (Company et al., 2019)

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3. The company Coca-Cola has improved production.

When the company took measures to regain its growth momentum, the company understood it needed to invest more in marketing while increasing financial flexibility. (Company et al., 2019) Part of the solution is 'zero-based work,' a view of the business that begins from the premise that corporate costs begin at zero and must be justified every year rather than only converted to previous year's levels. Cola-Cola has cut its non-media marketing expenditures, such as promotional services in the shops and has made savings in its supply chain worldwide. (Company et al., 2019) Eventually, in 2015, the company Coca-Cola managed to achieve a productivity increase of more than $600 million, used by the company in further investing in its brands and companies and in returning investors. Coca-Cola is planning for the future with its company and systems to increase efficiency and ongoing savings. (Company et al., 2019)

4. Coca-Cola simplified the business

Few industries changed faster than the non-alcoholic beverage industry in recent years. Changing consumer preferences and tastes combined with sweeping retail and supply chain innovations have created a climate in which fast, accurate and empowered workers determine who wins on the marketplace. (Company et al., 2019) Coca-Cola has taken steps to reshape its business in order to take advantage of this opportunity. Coca-Cola looked at its organization, and found locations where it was possible to be faster, more intelligent and more efficient. Coca-Cola has eliminated the corporate management framework and has directly linked its local offices. The company streamlined a number of important internal processes and removed roadblocks and obstacles to the effectiveness and responsiveness of the company. (Company et al., 2019) The main aim was to build the most exciting, effective, enjoyable and fulfilling workplace atmosphere in the world, with jobs that foster enthusiasm, learning, innovation and growth. Coca-Cola started to look for ways to further improve staff experience across the business. While this journey has only recently begun, the partners in the Company have been reacting to Coca-Cola's leadership since 1886 with the enthusiasm, dedication and passion. (Company et al., 2019)

5. The corporation Coca-Cola has again concentrated on the core business model of the company.

It has always produced refreshing soda. Coca-Cola has always been the company. Today, the company offers a wide range of over 500 products including mouth beverages, vegetables, and juices, coffee, tea, drinks for sport, dairy, added value food, energy and hydration drinks. Of these labels, 20 produce annual retail sales in excess of $1 billion. (Company et al., 2019)

Coca-Cola was also willing to lead the world's innovative independent bottling partners and to create value for its retail and restaurant customers. Over the years, Coca-Cola acquired and operated several bottling partners to improve production and distribution processes and finally make the bottling areas independent. Increased production and distribution processes. (Company et al., 2019) The corporation Coca-Cola initiated radical moves in the Americas in 2015 to speed up the relocation of bottling areas owned by companies with the goal of re-deploying their North American bottling scheme entirely by end of 2017. The firm has announced the establishment in Western Europe of a new bottling partner and has taken steps to extend its bottling network in South and East Africa, Indonesia and China. By the end of 2017, the company expects companies to produce only 3% of its global volume, down from 18% today. (Company et al., 2019)

Coca-Cola International Marketing

Coca-Cola has three main points: prices, customers and markets. Coca-Cola is the global first company to challenge a pre-emptive strategy in light of intense international competition, because of the predominant localization philosophy of' local thinking and behaving in logistical terms.' As Coca-Cola holds a market share of 30 percent in the US, the company's strategy is to fulfill the needs of all consumers and overall to make buying everywhere easy. (, 2019) Coca-Cola was one of the first companies to build a brand and advertising. Coca-Cola will not focus on the generic brand any more but will broaden its beverage offerings. From the style of Oolong tea through to the new era of blended fruit, food and even simple potable water. Coca-Cola promotes 'giving the world coke' and introduces beverages according to consumers in different countries. (, 2019). There are few ways how Coca-Cola expand their business in international marketing:

Coca-Cola In China

While Coca-Cola has reached many countries, it never split from the dominant US brand (Hollensen 2004), and has reached almost every country in the world. (Hollensen 2004). (2004). The third largest country in China in the world, Coca-Cola contributes to development of its global image. Coca-Cola became one of the first companies to enter China's markets in the United States since 1927. It is the first time that Chinese people have drinks of various kinds of high quality, Shanghai and Tianjin's first bottling plant. The third bottling plant built in 1930 was the first city to sell over 100 million containers in Qingdao outside Unites until 1948. (Coca-Cola website 2010) After restoring diplomatic relations between China and the United States in 1979, the first Coca Cola bottling plant, built in Beijing in 1981, was shipped from Hongkong to mainland China. After opening up the Chinese market in global markets, there are currently 35 bottlers and 29 producers. In the last five years, Coca-Cola has been the world's third largest Coca-Cola market, and China's biggest soft drink company over Asia. (Coca-Cola website 2010)

As trade becomes global, many of the world's best companies are joining marketing in China, advertising is the best way forward, an effective foreign company advertising campaign should address the basic requirements of the target country and domestic consumers ' demand. (, 2019) Coca-Cola marketing in China has a Chinese dream in the long term, a typically American-style advertising and American personality. In China since 1999, when for the first time Chinese actors, traditional mascot, family relations and friendship appeared in advertising ' lines,' Coca-Cola has been evolving its marketing strategy. The product packaging for Chinese New Year's Day is also the most popular in China. For this new packaging, Coca-Cola uses Chinese culture for designing canned cans for 12 animals (this is the first souvenir in the world to use Chinese theme, worth commemorating and collecting). When the Coca-Cola New Year gift changes its usual size to a family Value Pack, a different perspective met the needs of the customer. (, 2019)

Since 1928, Coca-Cola is the longest sponsor. In 2008 the Coca-Cola year was a fantastic one, when China hosted the Olympics in Peking and presented the world with a unique opportunity to get to know Coca-Cola and the new Brand. Another deal on responsible sponsorship for the 2009-2020 Vancouver Winter Olympics, the London Summer Games, and the 2014, 2016 and 2018 Olympics by the year 2020, between Coca-Cola Company and the IOC, has been signed on the beijing Great Wall in Beijing. (, 2019)

Coca-Cola in Africa

Coca-Cola successfully applied the center and speaker design in many emerging rural areas. In the same way in India, local businessmen in Coca Cola sale their goods from their closest port using all possible transport modes, ranging from buses, trucks, cycles of rickshaws and carts of hands to e-commercials, for example in Africa, where the 'Right to sell the Coca-Cola brand in a particular radium was given to an independent person. As Colgate and Coca-Cola have demonstrated, hubs for FMCG products work properly because they cover the cost stock and infrastructure issues associated with the distribution of products into rural emerging markets and guarantee good product availability in small towns and villages.

As Colgate and Coca-Cola have demonstrated, hubs for FMCG products work properly because they cover the cost stock and infrastructure issues associated with the distribution of products into rural emerging markets and guarantee good product availability in small towns and villages. Many early Africans succeeded in creating profitable businesses. By manipulating consumers ' preferences, brand loyalty and market nature, companies have been able to gain competitive advantage before competitors can become self-developed. Nearly 500 million people have lived in rural areas in Africa alone, with 700 million residents. Products and services are then supplied in this field with unique challenges and huge business opportunities. Mainly agricultural economies operate in the vast majority of the emerging countries.

The nature of emerging rural markets presents challenges in building a successful marketing channel. Citizens are big, transport infrastructures are low or non-existent and household revenues are small and unpredictable. Traditional consumer confidence and recognition methods are not going to work. In 2009, advocates for AIDS discovered that Coca-Cola products are available in remote areas in Africa, leading to the idea that supply chain experts might perhaps help AIDS victims of providing live-saving drugs. Drugs are usually difficult to get there, particularly in the outermost regions of poor countries. It is not unusual for medicines in certain countries to pass over a non-profit supply chain 30 days before they arrive at their final destination. Although consumers in rural emerging markets obviously have a low and intermittent income, it is a mistake to assume that they want to buy cheap goods automatically. As Prahalad says, consumers are very brand conscious and motivated to purchase value-added goods. However, these are extremely valuable inherently at the same time. The challenge for companies to join the market is to provide consumers with high quality products and brands while selling them.

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