MANAGING FOR THE FUTURE

Managing for the Future

Managing for the Future

Introduction

The main purpose of this paper is to make an analysis on Coca-Cola Company. The paper gives an overview on last 10 years performance of Coca-Cola in terms of its CSR, globalization and distribution. The paper also gives an overview on the future of the company in 2018-2020.

Company Overview

Coca-Cola is the world's leading manufacturer, marketer and distributor of soft drinks, portfolio of more than 300 brands. Founded in 1886, Coca-Cola is the world leader in manufacturing, marketing and distribution of non-alcoholic beverage concentrates and syrups, and developing a portfolio of over 300 brands. The corporate offices are in Atlanta, with local operations in over 200 countries (Banerjee, 2001, p. 67).

Over 70% of its revenues come from outside the United States, but the real reason that Coca-Cola is a truly global company is that their products meet the different tastes and preferences of local consumers, making a localization strategy very important.

Discussion

Currently, Coca-cola is doing to increase the sales to get more profit and increase the market share to compete with other competitors so that they can achieve the goal of this period. Although that is quite difficult to complete but with a traditional Company having more than 100 years experience such as Coca-Cola, they can complete the goal. Coca-Cola has so many Product lines like Coke classic, Coke light, Coke light lemon, Diet coke, Vanilla, Fanta, Sprite, Qoo and so on. They can occupy every market in the world, especially Singapore. From Singapore, they can develop to South East Asia Countries. Coca-Cola commits to provide the best products to the public and create the customer satisfaction emotionally and physically. Meeting this commitment, the company continuously encourages all employees to develop and perform to their fullest ability so that the best products could be delivered in the quickest way (Pendergrast, 2006, p. 34).

Company's Track Record

Coca-Cola has one of the brands recognized the world over, and its brand is its greatest strength. Its local bottling system is another of its strengths, allowing it to run a business on a global scale while still maintaining the local component (Pieterse, 2009, p. 56). The bottling companies are locally-driven and often owned by local partners. In fact, its main business is not for sale but the sale of beverage concentrate to bottlers.

 

2010

2009

2008

2007

206

2005

2004

2003

The Profit

3,325

3,935  

3,610

3,435

3,238

2,908

3,110

2,905

$ million

 

 

 

 

 

 

 

 

From the above analysis, it is very easy to say that the profit of the company is increasing from 2003 till 2009. The profit of the company declined 2010 because of many reasons. The reasons might be the decrease in the sales revenue, and increase in expenses. The increased tax rate can also be a reason of decreased profit of Coca-Cola in 2010. It is necessary for the company to maintain its quality in order to increase its sales, and control its expenditures.

In the past 7 years, the revenue of Coca-cola ans its sales volume has greatly increased. Th highest sales volume of Coca-cola has been observed in Latin America, which is ...