Entry strategies of coca cola pdf

Besides exporting beverages and its special syrups, coca cola also exporting its merchandises to foreign distributors and companies. Coca colas entry strategies into the african market. Cocacola marketing strategy is one of the most complete and diverse strategies today. Sep 08, 2018 bcg matrix in the marketing strategy of coca cola. Apr 26, 2019 i recently asked francisco to illuminate parts of cocacolas strategic process. Coke as a brand in itself tries to substitute the entire soft drink. Coca cola used to focus its strategy on the three as. Following the study findings it was possible to conclude that coca cola company has ventured into various foreign market entry strategies in order to increase its customer base and its profits. Pdf as a chandler founded the coca cola company back in 1886 and it is. Besides this, it reveals a country with a dynamic market that requires patience, expertise, and adaptability, but in exchange offers the opportunity to grow beyond a companys imagination.

To fully understand how they act, lets discuss the components of their marketing strategy. Pdf assignment on cocacola company ruhul amin and amirul. Enterprises, firms, marketing, international, coca cola company, strategies. Strategic planning and cocacola company strategic management issues of cocacola company every successful study should have specified and welldefined objectives. This paper identified six key strategies necessary for firms to be successful when expanding globally. Rohail riaz 51515 table of contents 1 executive summary 3 2 history of coca cola 4 3 brands of coca cola 7 3.

It then goes on to describe the different forms of entry strategy, both direct and indirect exporting and foreign production, and the advantages and disadvantages connected with each method. The company is in the nonalcoholic beverage business, and it is the parent company. What process do you use to insure your marketing strategies are in lockstep with your business. Corporate level strategy coke cola case campuscrosswalk. The coca cola company is one of the largest multinationals in the world. It contributes to the highest sales of soft drinks globally. With the presence in more than 200 countries and the daily average servings to 1.

Enter coca cola vitals into the strategic planning template 38 set 2. Coca cola s re entry and growth strategies in china coca cola, coca cola has a presence in over 200 countries worldwide and is acknowledged as the most recognized brand in the world. In 1889, he sold the formula of coca cola and the brand, and the name of the company turned into coca cola company in 1892. A careful statement of the objective helps in preparing a welldecorated report facilitating others to take a decision on it. The coca cola brand is globally valued and recognized. Pemberton, an atlanta pharmacist, when he tried to create a distinctive syrup which can be sold at soda fountains. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category.

This section discusses the strategic capabilities that coca cola has built over the years, and how. These market entry strategies include foreign direct investment, joint ventures, franchising and exporting. Project report on marketing strategies of coca cola submitted by acknowledgements. This was a case study and only primary data was used for the study. The products are also marketed as consistent and of high quality. An evaluation of marketing strategies undertaken by coca cola. Globally, coca cola is more dominant and has a majority of the global market share. It operates its business in more than 200 nations and has more than 2,700 beverage products. While coca cola was succeeded in penetrating nearly every country of the world, it has never been able to separate itself from the image of overpowering us brand hollensen 2004. Coca cola entry methods and strategy analysis uk essays. Coca cola is one of the most leading company in soft drink beverage industry. Pdf the strategic positioning of cocacola in their global.

The simplest form of entry strategy is exporting using either a direct or indirect method such as an agent, in the case of the former, or countertrade, in the case of the latter. Essay corporate level strategy coke cola case 3169 words. An organization willing to go internationalfaces 3 major issues. It was founded in 1886 as coca cola by a pharmacist. Cocacola is a carbonated soft drink sold in the stores, restaurants, and. This is followed by an analysis of cocacolas business strategy of internalizing the. On the back of an effective advertising strategy, coca cola has.

Coca cola international strategic management project report discusses about internal factor evaluation matrix ife of coca cola co, swot analysis of coca cola company, internal factor evaluation matrix ife of coca cola co. Mar 30, 2020 this paper uses coca cola company as the case study to explain more about the external and internal environments in business. These strategies include differentiation, marketing. Coca cola company entered into the global market using various modes of entry. Cocacola in china has been chosen as a case study for a number of reasons. Coca cola intro there are many factors, internal as well as external that impact the planning function of management within an organization, and coca cola is no exception. In 1897, asa candler looked towards mexico as a new market to extend coca cola s reach beyond the united states, canada, and hawaii. Sep 27, 20 lastly, the paper analyzes market entry tactics adopted by coca cola. The chapter begins by looking at the concept of market entry strategies within the control of a chosen marketing mix. The following sections in this paper outline the strategies that cocacola has. Cocacolas entry to china can serve as a model for all fmcg companies that want to enter china. From the star coca cola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the coca cola company owns a product portfolio of more than 3500 products.

The products are said to bring joy, as apparent from coca cola s latest tagline little drops of joy. The company focuses on understanding the indian consumer, and in using these local insights to build powerful connect for its brands. However, the world of soda is also marked by intense competition. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making. This allows coca cola to retainregain competitiveness to achieve increased customer satisfaction. International competitive and foreign market entry. The coca cola company follows a broad differentiation strategy. This case explains coca cola s entry and growth strategies in china and the reasons for its success in this market.

For this especially culture cocacola made the product strategy for chinese marketing to sale nestea ice rush lemon tea, and design a new product for chinese people called smart to enhance the marketing competitions. Cocacola strategy cocacola s strategy is noted to be glocal. Based on a case study of coca cola in china, this paper tests the applicability of the internalization theory to explain the entry mode choice of mncs in developing countries. Pricing strategy today, it became quite popular for startups, for a day or two, to offer their service or a product for free, and then increase their prices. The product is controlled by the coca cola company, a. The drink did not have bubbles at that time and started selling.

This paper uses coca cola company as the case study to explain more about the external and internal environments in business. For example coca cola company have twelve 12 factory plants, sixty 60 depots and over four hundred thousand 400,000 dealers or retailers of coca cola product in nigeria. Where coca cola has a large chunk of revenues in europe, middle east, and africa. Coca cola is the largest beverage company in the world. It ownslicenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, readytodrink teas and coffees, and energy. Additional countries in europe, asia, north america, eurasia, and the pacific were slated for expansion into 2009. For help to raise the international profile of the brand further coca cola entry the third biggest country in the world china. The products are associated with having a good time with friends and family and enjoying everyday life. Understanding cocacolas business model and performance. While these provided for tremendous growth, they also led to lowered entry barriers. The early history of cocacola in mexico mexico was one of the very first countries to sell coca cola.

In 1897, asa candler looked towards mexico as a new market to extend cocacolas reach beyond the united states, canada, and hawaii. Revenue growth would also be driven by inorganic growth strategies of coca cola, with the company announcing several key acquisitions in 2018, including costa limited completed in q1 2019 and a. External and internal environments market analysis. Pricing strategy is a key element and basic element of the marketing mix, for instance, the. Coca colas entry strategies into the african market marketing. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states.

A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. Moreover, the company has become the largest manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups which operate in more than 200 countries. This was the first extension of the coca cola and coke trademark. Doc project report on marketing strategies of coca.

Cocacolas headquarters are in atlanta, georgia, in america. Coca cola swot analysis 6 key strengths in 2020 sm insight. Interview guides were administered among senior managers at coca cola kenya to collect data. Global market entry strategy of coca cola and marketing implications 3. Coca cola follows an intensive brandbuilding programme. Aligning with the cocacola company in the implementation of the key strategic priorities of the group. More than a billion times every day, thirsty people around the world reach for coca cola products for refreshment. Cocacolas reentry and growth strategies in chinabusiness. Interview guides were administered among senior managers at coca cola. Pepsico got diversified between beverages and food, where food represented 53% of its revenues in. Coca cola s re entry and growth strategies in china free essays. Non cola segment constitutes for over 35% of the market.

The objective of the study was to establish the foreign market entry strategies adopted by coca cola kenya ltd. Buffington, a 34year veteran with the coca cola company, has been involved in a variety of strategies for growth and operations excellence. This chapter provides an introduction to the subject of this thesis, which is foreign market entry strategies of ikea in the indian market. The company has used some of the following methods to build its brands in the country. First, cocacola is the worlds largest cola producer and one of the biggest mncs. Foreign market entry strategies used by multinational. Coca cola s headquarters are in atlanta, georgia, in america. The coca cola comp coca cola any, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. Along with cocacola, recognized as the worlds most valuable brand, the company markets four of the worlds top five nonalcoholic sparkling brands, including diet coke, fanta, sprite, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, and energy and sports drinks. Coca cola is known as soft drink of the world bell, 2004. Pdf the strategic positioning of cocacola in their. Cola products account for over 60% of the total soft drink market and include popular brands such as coca cola, pepsi, and thumps up etc. It is the manufacturer of computers, computer software, digital media products, and other consumer electronic items. Coca cola is a truly global brand selling across more than 200 countries with a large and varied product portfolio and obviously an excellent presence in the world of marketing.

Following on from our how to enterexport blog post we now turn our attention to common contractual modes of market entry and examples highlighting the pros and cons of each entry mode. Coca cola uses the differentiation strategy to make themselves unique and separated from other companies. The purpose of this research was to analysis the efficiency of global strategies. Coca cola marketing strategies and supply strategies have proven to be ineffective. An evaluation of marketing strategies undertaken by coca.

Corporate level strategy coca cola company is now the largest soft drink company in the world. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. After years of globalization and brand building, coca cola proudly pronounces its mission statement at the coca. Pdf strategic marketing plan for cocacola 2016 researchgate. The cocacola company is the worlds largest beverage company.

Problems coca cola was facing dennys rodriguez is coca cola s strategic planning manager for central america and the caribbean, part of. First, coca cola is the worlds largest cola producer and one of the biggest mncs. Entering into a foreign market is like discovering new territory for business. Coca cola was made for the cure of headache and other illnesses 5. Coca cola in china has been chosen as a case study for a number of reasons. Discussion and analysis of the marketing strategy of coke. Pdf on feb 1, 2019, naama al tunaiji and others published coca cola strategy project find, read and cite all the research you need on researchgate. To begin with, a firm can resort to foreign production.

Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. These market entry strategies include foreign direct. The early history of cocacola in mexico mexico was one of the very first countries to sell cocacola. By and large, business organizations intending to venture into international markets have several entry strategies at their disposal. Engage your students during remote learning with video readalouds. Coca cola international strategic management project report. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. As the leading beverages company in the world, coca cola almost monopolizes the entire carbonated beverages segment. The most common modes are exporting, licensing and franchising. In two years time, diet coke was the top selling diet soft drink in the world. Coca cola marketing analysis project report swot analysis.

Coca cola uses this method to continuously improve the quality of their. Like coca cola it advertised as heavily as finances permitted, and was distributed through soda fountains and franchised bottlers. The coca cola company uses a number of marketing mix strategies for its most valuable brand, coca cola. A market entry strategy is the planned method of delivering goods or services to a target market and distributing them there. Cocacola was made for the cure of headache and other illnesses 5. How to enter new marketscontractual modes of entry creatoblog. In 1985 the formula for coca cola was transformed and the coca cola. Coca cola s entry strategies into the african market. Coca cola position its products as refreshing and thirst quenching. By using the differentiation strategy, coke creates a product and service that is unique and valued. Red bulls market entry strategy relied heavily on wordofmouth and seeding.

Dec 11, 2017 coca cola uses the following alternate pricing strategies over the year for coke. When importing or exporting services, it refers to establishing and managing contracts in a foreign country. Gather strategy information for coca cola company components of a mission statement. Coca cola trademark includes diet coke and coca cola zero earned around 40% of the companys total revenue. The coca cola company business level and corporate level strategies this paper analyzes the businesslevel and corporatelevel strategies of the coca cola company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing. Coca cola company, 2018 28 assurance of learning exercises 37 set 1. This is true of organisations like coca cola and macdonalds. The coca cola company introduced diet coke in 1982.

Nov 19, 2014 question as you plan your international business growth strategy is the how to enter new markets. As a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of coca cola that maintains the same taste. He has led new developments in the coca cola supply chain around the globe, from bottler consolidation in north america in the 1980s, to procurement and supply chain strategies in argentina in the 90s. An internal analysis of cocacola is performed to understand the. A report on strategic planning of coca cola subject.

All three offerings will be available in 10 european cocacola hellenic markets including austria, croatia, greece, and ukraine. This strategy is a combination of both strategies previously described. Coca cola s re entry and growth strategies in china free. Fortunately, coca cola has built one of the most diverse systems in the world, including different types of retailers, digital players, content producers, media platforms, research companies, ngos. Coca cola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. Coca cola beverage, coca cola currently offers nearly 400 brands in over 200 countries or territories and serves 1. It was invest by dr john pemberton, who was a pharmacist in atlanta. They also have nonprice attributes that customers will pay a premium for. Because of this, coca cola has come up with long term objectives. Coca cola s re entry and growth strategies in china. Furthermore the chapter describes the subject connection with previous research on the same field of study in order to give the reader an indepth understanding.