Coca-Cola Company has a long history dating back to 1886, when John Pemberton made Coca Cola syrup at his back yard and carried them to Jacob’s pharmacy for sale. In the year 1887, the founder of the Coca-Cola, John Pemberton sold the enterprise to another chemist, Asa Chandelier. Asa Chandelier, through his efforts, turned the Coca-Cola Company in an international path through aggressive advertisements and marketing. At the time, the company manufactured only one brand: the Coca-Cola. However, over the years, it now manufactures about 400 brands in over 200 countries. During the early years of production, the company sold the beverages in glasses, from a fountain in the Jacobs pharmacy. However, in late 19th century, two lawyers obtained permission from Chandelier to sell the beverage in bottles. This was the beginning of the Coca-Cola bottled beverage, which is now carried anywhere all over the world.
Around this time, the company put up a competition for the design of the Coca-Cola bottle. An Indiana company won the tender to manufacture the Coca-Cola bottle. Their decision was convinced by the fact that the company manufactured a unique, decent looking bottle, which could be recognized in the dark. The shape is still retained by Coca-Cola Company to date. This step was geared towards isolating the Coca-Cola Company from other beverage companies because of its unique attributes. The bottle was to help the consumers identify the product.
The company changed hands again in 1919 when the company was sold to Ernest Woodruff for $25. Woodruff later entrusted the company to his son Robert Woodruff in 1923. Robert was a particularly smart man in business and he is entrusted with the honor of introducing the Coca-Cola to the world Olympic Games in 1928. He also pioneered the packaging of the Coca-Cola drink in six packs and other easy to carry packages. The company received worldwide publicity due to the Olympic Games, and it expanded distribution to many countries outside the US and made two distribution lines in the US. Another boost to the worldwide publicity of Coca-Cola was the fact that when the American government entered the World War II, Coca-Cola Company still under the leadership of Woodruff, offered it for sale at a lower rate to uniformed soldiers and the company bore the costs. [...]
Table of Contents
- Coca-Cola Company: History and Introduction
- Safety and Environment
- SWOT Analysis
- Marketing Strategies
Objectives and Key Themes
This text aims to provide a comprehensive overview of the Coca-Cola Company, examining its historical development, environmental and safety practices, and marketing strategies. The analysis utilizes a SWOT framework to assess the company's strengths, weaknesses, opportunities, and threats.
- Historical Development of Coca-Cola
- Coca-Cola's Safety and Environmental Practices
- SWOT Analysis of Coca-Cola's Market Position
- Marketing Strategies Employed by Coca-Cola
- Coca-Cola's Global Reach and Market Dominance
Chapter Summaries
Coca-Cola Company: History and Introduction: This chapter traces the Coca-Cola Company's history from its humble beginnings in 1886 with John Pemberton's invention of the Coca-Cola syrup to its evolution into a global beverage giant. It details key milestones such as the sale of the company to Asa Chandelier, the crucial development of the iconic Coca-Cola bottle, the significant contributions of Ernest and Robert Woodruff in expanding the company's reach, particularly through the Olympic Games and World War II initiatives, and the diversification into other beverages with the acquisition of Minute Maid. The chapter highlights the company's remarkable growth and its ability to adapt to changing consumer preferences and market conditions, emphasizing its enduring global popularity. The narrative demonstrates the evolution of Coca-Cola's brand identity and market strategy throughout its history.
Safety and Environment: This chapter focuses on the Coca-Cola Company's commitment to employee safety and environmental responsibility. It details the implementation of the Coca-Cola Safety Management System, aligned with international standards (BSI OSHAS 18001), including employee training, audit mechanisms, and insurance coverage. The company's proactive approach to risk management and employee well-being is highlighted. Furthermore, the chapter explores Coca-Cola's corporate social responsibility initiatives, emphasizing its contributions to communities globally through projects addressing basic needs like water and food, along with its promotion of recycling programs to ensure environmental conservation. The section presents a balanced view of the company's actions and their impact.
SWOT Analysis: This chapter presents a SWOT analysis of the Coca-Cola Company, examining its internal strengths and weaknesses, as well as external opportunities and threats. Strengths highlighted include its global brand recognition, leading market position, large-scale operations, and economies of scale. Weaknesses discussed include instances of negative publicity, such as allegations of pesticide contamination and water resource depletion, along with accusations of anti-union practices. Opportunities include market expansion through acquisitions and the growth of the bottled water market. Finally, significant threats are identified in the form of intense competition from other beverage companies and the dependence on external bottling operations. The analysis provides a balanced assessment of the company's position in the marketplace.
Marketing Strategies: This chapter delves into the marketing strategies employed by Coca-Cola, emphasizing the importance of resource optimization to achieve marketing goals. The discussion centers on the "selling effort strategy," which involves prioritizing early market entry with high prices before competitors enter, leveraging the mystery surrounding the Coca-Cola formula. The role of pricing strategies adapted to seasonal variations is also highlighted. The chapter emphasizes the pivotal role of advertising and sponsorship, such as the company’s sponsorship of the Big Brother Africa reality show, in building brand awareness and securing a large market share. The chapter illustrates how diverse strategies contribute to Coca-Cola's global success.
Keywords
Coca-Cola Company, history, marketing strategies, SWOT analysis, safety, environment, global brand, competition, corporate social responsibility, acquisitions, bottled water, brand recognition, market dominance.
Coca-Cola Company: A Comprehensive Analysis - FAQ
What is the purpose of this document?
This document provides a comprehensive overview of the Coca-Cola Company, covering its history, environmental and safety practices, marketing strategies, and competitive position. It uses a SWOT analysis to assess the company's strengths, weaknesses, opportunities, and threats.
What topics are covered in this analysis?
The analysis covers the following key areas: Coca-Cola's historical development from its inception to its current status as a global beverage giant; its safety and environmental practices, including its commitment to employee well-being and corporate social responsibility; a SWOT analysis of its market position; and a detailed examination of its marketing strategies, including pricing, advertising, and brand building.
What is included in the "Coca-Cola Company: History and Introduction" chapter?
This chapter traces Coca-Cola's history from its invention in 1886, highlighting key milestones like the sale to Asa Chandelier, the development of the iconic bottle, the expansion under Ernest and Robert Woodruff, and diversification into other beverages. It emphasizes the company's adaptation to changing market conditions and its enduring global popularity.
What does the "Safety and Environment" chapter cover?
This chapter details Coca-Cola's commitment to employee safety through its Safety Management System (aligned with BSI OSHAS 18001) and its corporate social responsibility initiatives. It focuses on its contributions to global communities, particularly in areas like water access and food security, as well as its environmental conservation efforts, including recycling programs.
What kind of analysis is presented in the "SWOT Analysis" chapter?
This chapter provides a comprehensive SWOT analysis of Coca-Cola, identifying its strengths (global brand recognition, market position, etc.), weaknesses (negative publicity, water resource concerns, etc.), opportunities (market expansion, bottled water growth), and threats (intense competition, dependence on external bottling).
What marketing strategies are discussed in the "Marketing Strategies" chapter?
This chapter explores Coca-Cola's marketing strategies, focusing on its "selling effort strategy" (prioritizing early market entry with high prices), pricing strategies adapted to seasonal variations, and the crucial role of advertising and sponsorships (e.g., Big Brother Africa) in building brand awareness and market share.
What are the key takeaways from this analysis?
The analysis provides a multifaceted view of the Coca-Cola Company, examining its historical trajectory, its commitment (or lack thereof) to social and environmental responsibility, its competitive landscape, and its sophisticated marketing approach. It highlights both the company's successes and its challenges.
What are the key words associated with this analysis?
Key words include: Coca-Cola Company, history, marketing strategies, SWOT analysis, safety, environment, global brand, competition, corporate social responsibility, acquisitions, bottled water, brand recognition, market dominance.
- Citation du texte
- Carol Nganga (Auteur), 2012, Coca-Cola Company. History, SWOT analysis, maketing strategies, Munich, GRIN Verlag, https://www.grin.com/document/280535
