Strategic management of Coca Cola



Strategic management of Coca Cola

Introduction

The Coca-Cola Company sells part of the world famous product of the same name, and many other products such as fruit juices or teas. This multinational has marketing strategy of its own. In this paper, we will try to understand and explain this strategy, after making a brief history of the brand.

The first Coca-Cola recipe was based on alcohol. Shortly after its earlier distributions beverage Atlanta mayor forbade alcohol in the city. Thus, the recipe was changed. The real recipe for Coca-Cola was invented by an Atlanta pharmacist named John Stith Pemberton in 1885. Initially, this was refreshing syrup diluted in water and sold in pharmacies. The drink we know today came into being when a server decided to mix the syrup with carbonated water. To this time, Pemberton was selling only 9 drinks per day. At the same time, the graphics of the brand was designed by the accountant Pemberton. This design is still the same. Coca-Cola became a trademark in 1891. Griggs Candler was the first President of Coca cola. He engaged the company in an aggressive marketing strategy and has enabled the company in rapidly increasing its sales. In 1899, Coca-Cola was sold in bottles, even in 1901, the advertising budget passed over $ 100,000. This enabled it to improve its image around the world including being present at major events such as the Olympic Games and even soccer World Cup.

Coca-Cola Company is no wonder the world leader in terms of non-beverage alcoholic.

Development of Coca-Cola Company has been possible due to the strategies the company implemented specially to the marketing.

Coca- cola as of today

The company has maintained its headquarters in Atlanta and is present on all continents

Thank to its 92,400 employees. Coca-Cola has become a product brand. Indeed, the mere mention of the brand we immediately think of the drink. However, for Today, the company produces a variety of drinks which all have a great success and are sold all around the world. Coca-Cola is the world leader in the field of non-alcoholic beverages alcoholic. It has only challenger weight: Pepsi. However, the competition between these two marks is based on the image on product innovation.

Internal and External Factors

The current competitive landscape in which organizations are embedded, proves tougher each day, and exposure to this competitiveness, as well as the struggle waged not only to remain on the market, but to move ahead of its competitors, makes them start to consider several factors that may lead them to obtain a differential, and one of the most common items occurring in the sphere of analysis of the influence of internal and external factors, that is events that can either come to help or hurt the company . Organizations, study, prepare, analyse and practice actions to be sure of succeeding in their endeavour, or in the maintenance and growth of a market already won.

Much of this study is based on external factors, that is, those who often ...