THE COCA-COLA COMPANY
ENT513 MANAGING HI-GROWTH TECHNOLOGY COMPANIES AND PUBLIC-LISTED COMPANIES
TAY WEN HONG VINCENT
Vision of Coca-Cola
To be leader in soft drink and health drink industry in the world.
Unique key success factors
Coca-Cola Company uses innovative advertising to maintain its market share and growing new market. During Christmas, Coca-Cola gives audience a impression that Christmas and Coca-Cola is together, with many slogan becoming household phrase, for example, “Always Coca Cola”
Coca-Cola Company had move from a single core product, Coca-Cola to a total beverage company, for example, ...view middle of the document...
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Strong brand name
According to Interbrand, best global brand 2008 ranking, Coca Cola is the number one brand globally and has been for over 40 years. It is sold in virtually every country of the world. The popularity of the product means that most of the population globally know about the product. As a result, Coca-Cola is now in a position where it does not have to concentrate much on branding.
Largest market share in the soft drinks market
Coca Cola has the largest market share in the soft drinks industry.
High consumer loyalty to the company and its products, evidenced by the high market acceptance for Coca-Cola's newly introduced products.
Coca-Cola is an unhealthy drink which contains very high sugar and caffeine level. According to Research and market, more and more health concern was driven since 2000, both from consumers and at governmental level.
Not number 1 in India
Coca-Cola may be number one in soft drinks markets in many countries but not India.
Healthy Energy drink market
A market research had shown that energy drinks market is expected to reach $39.2bn in value by 2010 according to Beveragedaily.com. With this trend, Coca Cola can move into healthy energy drinks market area.
Some large retailers have exclusive contracts with Pepsi instead of Coca-Cola. E.g. KFC.
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Energy Health Drink
Carbonated drink, Coca-Cola
The carbonated drink industry life cycle was in its mature stage, this is due to saturation by many soft drinks brands. Since Coca-Cola has been a leader in the carbonated drink industry for many years and is still making profit slowly. It can make uses of Coca-Cola, cash cow, to fund...