Portfolie Chapter 2: Internationalisation of an enterprise by utilizing FSAs* PDF

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Coca-Cola Company...

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The Coca-Cola Company

• An American multinational beverage corporation • Headquater in Atlanta, Georgia, the USA • The drink was invented in 1886 by pharmacist John Stith Pemberton.

Company Profile

• In 1889, the formula and brand were sold for $2,300 to Asa Griggs Candler, who incorporated The Coca-Cola Company in Atlanta in 1892. • By 1895, Coca-Cola was being sold in every state in the union. • In 1919, the company was sold to Ernest Woodruff’s Trust Company of Georgia. • As of 1948, Coca-Cola had claimed about 60% of its market share. • By 1984, the company’s market share decreased to 21.8% due to new competitors, namely Pepsi. • In 2010, Coca-Cola had become the 1st brand to top £1 billion in annual UK grocery sales.

Company Profile • Main market: manufacturing, retailing, and marketing of nonalcoholic beverage concentrates and syrups. • KPIs: Ø High Social Media Engagement Ø Expressions of Interest: track engagement on content that comes from CocaCola Journey site. Ø Coca-Cola Journey site traffic: how many people visit the site? How long do they stay and click through to other pages.

Coc Cocaa-Co Cola la Journe Journeyy site • The company’s global dynamic digital magazine, in which they really push out content about their products and the experience of drinking Coca-Cola • Verhical for brand awareness on the web

FS FSA As • Coca-Cola has a large product portfolie and different innovative flavours with approximately 3,900 softdrinks. • Patents, copyrights and trademarks: secret formula, unique packaging, licensed technologies. • Marketing capabilities: Coca-Cola is known for creating many successful advertisement campaigns. People acknowledge and admire it as a “World Class Storyteller”. • Global presence and brand image: Coca-Cola presents in more than 200 countries and is easily recognized.

Outp Outperf erf erform orm com competit petit petitor or orss

Coca Cola has well known trademark and it is recognized by many customers around the world.

Cola taste test among popular soft drink brands in Germany (Ze.tt)

Outperf Outperform orm co com mpet etiito tors rs

- Secret formula and distinctive bottle design

Incr Increase ease m mark ark arketshar etshar etshare e

• Coca-Cola owns 20 brands, which generate approximately $1 billion each, per year, in revenue. • 14 of these 20 are still drinks, which haven been very popular in recent years because of growing concerns about the health effects of sparkling products.

Incr Increas eas ease e mark market et sha sharre • Growing revenue while reducing calories • The Balance Calories Initiative, launched in 2014, is the single-largest voluntary effort by an industry to help fight obesity.

Pe Pen netra ratte the market • Adaption of a strategy fitting to the target markets Coca-Cola’s advertisement for Chinese New Year

Coca-Cola with Green Tea, which is the popular flavour in Japan.

Pe Pen netra ratte the market • Extensive logistical network of bottling and retail partners • All bottling partners work closely with customers –grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others. • Customers then sell our products to consumers at a rate of 1.9 billion servings a day.

Gener Generaate fu further rther ccompeti ompeti ompetitiv tiv tive e adv advan an anttag ages es • Pricing strategy: Ø Despite the high popularity of the brand, their product has competitive prices. Ø Their products are more affordable and accessible à This gives the brand access to a very large customer base throughout the globe. Ø Various packages suit to various type of needs à Larger packs mean higher savings.

Generate further competitive advantages • Customer base: Ø Coca Cola has the largest customer base à higher sales and revenue Ø Coca Cola regularly releases attractive advertisements and promotions to engage their customers Ø They use several channels including modern and traditional to reach the customers Ø A large customer base also signifies higher popularity.

Sources: • The Coca-Cola Company. Wikipedia. https://en.wikipedia.org/wiki/The_Coca-Cola_Company • Sattar, S.B.. 5 Major Competitive Advantages of Coca Cola. Thestrategywatch. https://www.thestrategywatch.com/competitive-advantages-coca-cola/ • Coca-Cola’s Growth Potential & Market share. Suredividend. https://www.suredividend.com/coca-colas-growth-potential/ • Coca-Cola flavours from around the world. LoveFood. https://www.lovefood.com/gallerylist/67980/cocacola-flavours-from-around-the-world • Coca-Cola Reports Strong Growth in Fourth Quarter and Full Year 2019; Company Achieves or Exceeds All Full Year Guidance. (2020, 31. January). Coca-Cola Company. https://www.coca-colacompany.com/press-releases/coca-cola-reports-strong-growth-in-fourth-quarter-and-full-year • Wir haben 7 Cola-Sorten verkostet– und eine schmeckt definitive am besten. Ze.tt. https://ze.tt/cola-test-video-wir-haben-7-cola-sorten-blind-verkostet-und-eine-schmeckt-definitiv-am-besten/...