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1、The company culture I recommendThe Coca-Cola Company The Coca-Cola Company is an American multinational beverage company and manufacturer,retailer and marketer of non-alcoholic beverage concentrates and syrups.The company is best known for its flagship product Coca-Cola,invented by pharmacist John S
2、tith Pemberton in 1886.Besides its namesake Coca-Cola beverage,Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day.The Coca-Cola Company corporate headquarters in Atlanta The Coca-Cola Company was founded in 1892.Its based in
3、the United States in Atlanta,is the worlds largest beverage Company，and has 48%of the global market share.The Coca-Cola Company is headquartered in Atlanta,Georgia,United States.Its current chairman and chief executive is Muhtar Kent.Company profileCompany profileqCola-Cola operates a soft drink the
4、med tourist attraction in downtown Atlanta,Ga;the World of Coca-Cola is a multi-storied exhibition of the many flavors sold by the company as well as a museum to the history of the company.culturecultureMission,Vision&Values Mission To refresh the world.To inspire moments of optimism and happiness.T
5、o create value and make a differenceVision People:Be a great place to work where people are inspired to be the best they can be.Portfolio:Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs.Partners:Nurture a winning network of customers an
6、d suppliers,together we create mutual,enduring value.Mission,Vision&Values Values Integrity:Be real Accountability:If it is to be,its up to me Passion:Committed in heart and mind Quality:What we do,we do wellLeadership:The courage to shape a better future LetsLOGOHappinessPassionVigorFocus on the Ma
7、rketqFocus on needs of our consumers,customers and franchise partners qGet out into the market and listen,observe and learn qPossess a world view qFocus on execution in the marketplace every day qBe insatiably curiousProductThe company operates a franchised system dating from 1889 where The Coca-Col
8、a Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.Brand portfolioBrand portfolioThe Coca-Cola Company is the worlds biggest drinks company,controlling more than half the global market.Besides the Coca-Cola,the Compan
9、y has a portfolio of more than 3,300 beverages,from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks,waters,sports and energy drinks,including teas and coffees.their variety spans the globe.It owns four of the worlds five best-selling soft dri
10、nks.Product1213ProductFanta 芳达芳达Q o o酷儿酷儿Minute Maid美之源美之源ProductSprite雪碧雪碧Nestle雀巢雀巢Ice purified water冰露冰露qDuring the 1990s,the company responded to the growing consumer interest in healthy beverages by introducing several new non-carbonated beverage brands.qOn September 3,2008,Coca-Cola announced
11、the purchase of China Huiyuan Juice Group Limited.HistoryAdvertisingSWOT Analysis SWOT Analysis ChartSWOT Analysis ChartSTRENGTHSSTRENGTHS1.Long history2.Good quality3.Special recipe4.Innovative spirit5.product distribution and worldwide network6.solid financial performance7varied products(water,jui
12、ces,soft Drinks，sport drinks,etc)SWOT Analysis ChartSWOT Analysis ChartWEAKNESSESWEAKNESSES1.As Coca-cola company is a multinational corporation,its difficult to manage.2.Coca-cola is a kind of high glucose carbonated drink,therefore it is low in nutritional value.3.The transport costs of raw materi
13、al is high.4.does not enjoy the number one position in India,Pakistan.5.A lot of loyal pepsi customers are not enough loyal Coca-cola.SWOT Analysis ChartSWOT Analysis ChartOPPORTUNITIESOPPORTUNITIES1.It can satisfy the young peoples need,and has a world-wide reputation.2.It has a large market share.
14、3.The company takes an active part in the public service activities,such as being the sponsor of the Olympic Games.SWOT Analysis ChartSWOT Analysis ChartTHREATSTHREATS 1.Astheawarenessofhealthisprevalent,peoplemaydrinklessofCoca-cola.2.Itencountersfiercecompetition.Manydrinkwantstosubstituteit,andwe
15、cantneglectitsbiggestrivalPepsi-cola.3.ImoditypricesgrowthleadstorisingcostsSuggestionSuggestionFirstofallinnovationcanbeused.Thismaycertainlygivecoca-colacompetitiveadvantagebecauseitintroducesanewproduct,whichmanypeoplewillwanttotry.Peoplewillliketopurchasethecommodityeventhoughpriceishighbecausen
16、osubstitutesareavailable.Itmayalsogivecoca-colabrandloyaltywhichmeanscustomerswillstayloyaltothemnomatterwhathappens.Anotherfactorismarketing.Thisisaveryimportantfactorforcoca-cola.Inorderforthecompanytomaintainitsstrongmarketposition,coca-colaneedstocontinuouslystrengthenitsbrandtomaintainbrandloya
17、ltyandpositiveresponsesanddifferentiateitselffromitscompetitors.Theyshouldinstalledhi-techwaterrecyclingsystemsothattheycansave50%watersavingsofitsoperations.Manyofcoca-colasplasticbottlesarerecycledandasaresultlessresourcesarelostandcostsdecrease.Throughdiversification&innovationinwater&juicesbusin
18、esssupportedwithaggressiveadvertisingstrategycoca-colacompanycanattractsanewmarketsegment.Thiswillmeantheywillhaveahigherrevenueincreasinglongtermprofitabilityandimprovecreditrating.ConclusionCoca-Cola Company marketing Coca-Cola Company marketing strategiesstrategiesProducts Features And Promotiona
19、lProducts Features And PromotionalCoca-Colaisacarbonatedsoftdrinkbuthundredyearsago,theprototypeofCoca-Colawasmedicineandsoldindrugstores.(Hayes,1996).Coca-Colaformulahascaffeinethatismainreasonwhysomanypeoplelikedrinkit.Moreover,Coca-Colatriestoinvitethemostfamousstar,whichincludesentertainmentands
20、portstars,tobeitsbrandspokesmaninordertoattractyoungconsumers.Finally,Coca-ColaCompanyalsousesrewardstrategytoencouragepeopletopurchaseitsproducts.Products Features And PromotionalProducts Features And PromotionalPersonally,IthinkCoca-Colasuccessfullyuseadvertisementstoimprovetheirperformance.Firstl
21、y,Coca-Colaindicatesitsentireproductsonitswebsite.Therefore,consumerscanensurethefeaturesofeveryproductandalwayshavesomerewardactivities.Furthermore,manystarsareCoca-ColaCompanybrandspokesmanwhichcanattractalargenumberoftheirfanstobuyCoca-Cola.Ultimately,Coca-ColaCompanyalsocollaborateswithsomeenter
22、tainmentperformanceswhichalsocanimproveitspopularity.Psychographic Profile To The Psychographic Profile To The MarketMarketCoca-Colaisthemostpopularsoftdrinkintheworld.Mostofpeoplelikedrinkingitfromyoungchildrentooldpeople.AccordingtoCoca-ColaCompany2009YearinReview(2009),percapitaconsumed382cansinN
23、orthAmerica,284cansinLatinAmericaand177cansinEurope,in2009andthisnumberwasincreasingeveryyear.Youngadultsarethemajorconsumerstherangeofagefrom15to30.YoungadultslikedrinkingCoca-ColabecauseoftheCoca-Colasadvertisements.Inaddition,theCoca-ColanotonlyhasexcellenttastebutalsodrinkingCoca-Colameansyoutha
24、ndfashion.Psychographic Profile To The Psychographic Profile To The MarketMarketInmyopinion,Coca-Colashouldpaymoreattentiononothersgroupssuchas,childrenandoldpeople,despitethattherearehugenumberofchildrenandoldpeoplelikedrinkingCoca-Cola.Specifically,drinkingtoomuchCoca-Colaisharmfultochildrenandold
25、peoplebecauseCoca-Colaishighcaloriedrinkanditalsohascaffeine.Hence,inordertotargetchildrenandoldpeopleCoca-ColaCompanyshouldtocreatenewlowcalorieCoca-Colawithoutcaffeine.Target Market ApproachTarget Market ApproachCoca-Colaaimstoselltoalargebroadmarket.Ittriestousemanystrategiestoestablishaninternat
26、ionalbrand.Coca-Colainvestsandconstructsfactoriesindifferentcountryinordertoreducethecost.Forinstance,accordingtoCoca-ColaCompanywebsitearticle“Workingasaglobalteam”,Coca-ColaCompanyhas92800associatesaroundtheworldand87percentofthemareoutsidetheU.S.Meanwhile,Coca-ColaCompanytranslatesitsadvertisemen
27、tsintomanycountrieslanguages.Toillustrate,ontheCoca-ColaCompanywebsitethereareeightlanguagessuchasChinese,JapaneseandEnglish.Target Market ApproachTarget Market ApproachPersonally,therearetworeasonsmakeCoca-ColaCompanytodevelopmassmarket.Firstofall,asIsidebefore,investingandconstructingfactoriesinma
28、nycountriescanreduceitscostandgainhugemoneybecauseinmanycountriesrawmaterialsarecheaperthantheU.S.Also,itisnothardtoseethatmassmarketcanincreasemorepeopletopurchaseCoca-Colaandmarketcompetitiveness.Tosumup,becominganinternationalbrandisthebestmethodtomakeCoca-ColaCompanybecomingstrongerinthefuture.C
29、ompetitive TrendsCompetitive TrendsItisnodoubtthatCoca-Colasgreatestarch-rivalisPepsiCo.Thesetwocompanieshavecompetedforhundredyears.AccordingtoHills(2009),PepsiCosU.S.marketshareis30.8percent,whiletheCoca-ColaCompanysis42.7percent.Moreover,PepsiCoistheleaderoffoodcompanyintheworld.Fromthearticle“Co
30、rporateProfile”(n.d.),PepsiCoownssomepopularbrands,includingPepsi-Cola,MountainDew,andDietPepsi.Also,ithasmorethan285,000employeesintheworld.Therefore,Coca-ColaandPepsiCoarealmostsimilar.Theyarebothinternationalcompanies,theyhavesametargetmarketandsimilarhistory.Theformulaistheonlyonedifferencebetwe
31、enthesetwocompanies.Overall,IbelieveCoca-ColaCompanyisasuccessfulcompanybecauseitusespromotionalmarketingstrategiesandexpandsglobalmarket.Coca-ColaCompanyusesadvertisementsandcollaborateswithentertainmentperformancestoattractpeopletopurchaseitsproducts.Furthermore,Coca-ColaCompanyfocusesondevelopinginternationalmarkettoreducethecostandgainhugemoney.Therefore,thesemarketingstrategiesmakeCoca-ColaCompanybecomingsuccessful.Thank you！