Chap 2: Strategic Planning for Competitive Advantage

Coca Cola is the world's biggest and most recognized beverage brands today. Coca Cola is introducing a "One Brand" strategy to help make choices easier and simple. They included beverages with lower and no sugar and calories which are Diet Coke, Coke Life, and Coke Zero.

Coca Cola uses search engines, such as Google and Yahoo, to advertise their products to reach more people around the world everyday. They also advertise their products on social media such as Facebook, Myspace, and Twitter. Coca Cola TV ads will feature all four variants of colas in the final frame.


SWOT Analysis:

Strengths: Coca Cola is widely recognized across the globe. Coca Cola is one of the most valuable companies valued at $79.2 billion dollars. This company makes products available to individuals in more than 200 countries through the worlds largest distribution network.

Weakness: Coca Cola earns revenues, pays expenses, owns assets, and incurs liabilities using other types of money other than U.S dollars such as the euros, Japanese yen, and pesos. This derived $26.2 billion dollars of net operating revenues outside of the U.S. Coca Cola main ingredient is water and was suspected to have mixed the use of pesticides in the water to clear contaminants.

Opportunities: Diversification in the health and food business will improve the offerings of Coca Cola to their customers.

Threat: Water has a limited resource in many parts of the world. Water is the company's only threat because water scarcity is on the rise.

Chap 1: An Overview of Marketing

The Coca Cola beverage invented by pharmacist John Stith Pemberton in 1886. The formula and brand was bought in 1889 by Asa Candler who incorporated the Coca Cola company in 1892. In 1916, the company began manufacturing its famous bottle, which remains signature shape of Coca Cola today. In 1928, Robert Woodruff, whom were the company's president at that time, led the expansion of Coca Cola overseas when introduced the Coca Cola to the Olympic games for the first time. In the 1960s the company decided to expand with new flavors- Fanta, Sprite and Fresca, In addition it acquired the Minute Maid company, adding an entirely new line of business juices to the company. The 1980s, a time of much change and innovation at the company. The introduction of  Diet Coke, which become the top law-calorie drint in the world. The company's presence worldwide was growing rapidly and year after year Coca Cola found a home in more and more places in the world.  As for today, Coca Cola has grown to be the world's most ubiquitous brand, with more than 1.4 billion beverage servings sold each day.

Coca Cola mission statement

“To refresh the world - in mind, body and spirit… To inspire moments of optimism - through our brands and actions… To create value and make a difference everywhere we engage”