Coca-Cola-Case-Study-Presentation.ppt

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1、The Coca-Cola CompanyP.O. Box 1734Atlanta, GA 30301, USA 1.800.GET COKE (800.438.2653)www.thecoca-HistoryCoca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia.Concocted caramel-colored syrup in a three legged brass kettle in his backyard.“Distribut

2、ed” the product by carrying it in a jug down the street to Jacobs Pharmacy.Cost 5cents at soda fountain.Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Co

3、ca-Cola is enjoyed. Atlanta Beginnings (1886 - 1892)John Pemberton stirred up a fragrant, caramel-colored liquid combined with carbonated water.Pembertons bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script.Pemberton sold just 9 glasses of Coca-Cola a day

4、. Over the course of three years, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300.Beyond Atlanta (1893 - 1904)Asa G. Candler transformed Coca-Cola from an invention into a business.In 1894, a Mississippi businessman named Joseph Biedenharn became the

5、 first to put Coca-Cola in bottlesBy 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.In 1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell the beverage - for the sum of only one dollar.Safeguardi

6、ng the Brand (1905 - 1918)Advertising focused on the authenticity of Coca-Cola, urging consumers to Demand the genuine and Accept no substitute.Created a distinctive bottle shape to assure people they were actually getting a real Coca-Cola.The Coca-Cola Company grew rapidly, moving into Canada, Pana

7、ma, Cuba, Puerto Rico, France, and other countries and U.S. Territories.In 1900, there were two bottlers of Coca-Cola; by 1920, there would be about 1,000.The Woodruff Legacy (1919 - 1940)In 1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff became the Company

8、president.Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond.In 1928, he introduced Coca-Cola to the Olympic Games for the first time.The new thinking made Coca-Cola not just a huge success, but a big part of peoples lives. The War and its Legacy (

9、1941 - 1959)Woodruff ordered that every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company.In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants.When peace finally cam

10、e, the foundations were laid for Coca-Cola to do business overseasThe World of Customers (1960 - 1981)The Company decided to expand with new flavors: Fanta, Sprite, TAB and Fresca.In 1960, The Coca-Cola Company acquired The Minute Maid Company.The international appeal of Coca-Cola was embodied by a

11、1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing Id Like to Buy the World a Coke.Diet Coke and New Coke (1982 - 1989)In 1981, Roberto C. Goizueta became chairman of The BOD and CEO. Goizueta completely overhauled the Company with a strateg

12、y he called intelligent risk taking.Numerous U.S. bottling operations were organized into a new public company, Coca-Cola Enterprises Inc.Introduced diet Coke, the very first extension of the Coca-Cola trademark; within two years, it had become the top low-calorie drink in the world, second in succe

13、ss only to Coca-Cola.In 1985, was the release of a new taste for Coca-Cola, the first change in formulation in 99 years.In taste tests, people loved the new formula, commonly called “new Coke.”Critics called it the biggest marketing blunder ever. The Company listened, and the original formula was re

14、turned to the market as Coca-Cola classic, and the product began to increase its lead over the competition - a lead that continues to this day.New Markets and Brands (1990 - 1999)The Companys long association with sports was strengthened during this decade.Introduction of the popular Always Coca-Col

15、a advertising campaign.New beverages joined the Companys line-up, including Powerade sports drink, Qoo childrens fruit drink and Dasani bottled water.Acquired Limca, Maaza and Thums Up in India, Barqs root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes beverage brands in more than 120 co

16、untries around the world.By 1997, the Company already sold 1 billion servings of its products every day, yet knew that opportunity for growth was still around every corner.Coca-Cola Now (2000 - Now)Coca-Cola is committed to local markets, paying attention to what people from different cultures and b

17、ackgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches.From the early beginnings when just nine drinks a day were served, Coc

18、a-Cola has grown to the worlds most ubiquitous brand, with more than 1.7 billion beverage servings sold each day. When people choose to reach for one of The Coca-Cola Company brands, the Company wants that choice to be exciting and satisfying, every single time.Brands of Coca-ColaFor those with a hi

19、gh-intensity approach to life, Coca Colas brands of Energy Drinks contain ingredients such as ginseng extract, guarana extract, caffeine and B vitamins.Energy DrinksWe bring innovation to the goodness of juice in Coca Colas more than 20 juice and juice drink brands, offering both adults and children

20、 nutritious, refreshing and flavorful beverages.Juices/Juice DrinksCoca Colas dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the original Coca-Cola to most recent introductions, soft drinks from The Coca-Cola Company are both icons and innovators in the beve

21、rage industry.Soft DrinksCarbohydrates, fluids, and electrolytes team together in Coca Colas Sports Drinks, providing rapid hydration and terrific taste for fitness-seekers at any level.Sports DrinksBottled and canned teas and coffees provide consumers favorite drinks in convenient take-anywhere pac

22、kaging, satisfying both traditional tea drinkers and todays growing coffee culture.Tea and CoffeeSmooth and essential, our Waters and Water Beverages offer hydration in its purest form.WaterSo much more than soft drinks. Coca Colas brands also include milk products, soup, and more so you can choose

23、a Coca Cola Company product anytime, anywhere for nutrition, refreshment or other needs.Other DrinksMISSIONVISIONRow 1Row 2Row 3Row 4024681012Column 1Column 2Column 3To launch Happiness-Centered CampaignsTo launch Happiness-Centered CampaignsOur Road map starts with our mission, which is enduring. I

24、t declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world.To inspire moments of optimism and happiness.To create value and make a difference.Our MissionOur vision serves as the framework for our Roadmap and guides every aspe

25、ct of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.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 satisf

26、y peoples desires and needs.Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.Profit: Maximize long-term return to shareowners while b

27、eing mindful of our overall responsibilities.Productivity: Be a highly effective, lean and fast-moving organization.Our VisionOur Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.Our Winning CultureOur values serve as a compass for our

28、 actions and describe how we behave in the world. Leadership:The courage to shape a better futureCollaboration: Leverage collective geniusIntegrity: Be realAccountability: If it is to be, its up to mePassion: Committed in heart and mind Diversity: As inclusive as our brandsQuality: What we do, we do

29、 wellLive Our ValuesFocus on the MarketFocus on needs of our consumers, customers and franchise partnersGet out into the market and listen, observe and learnPossess a world viewFocus on execution in the marketplace every dayBe insatiably curiousWork SmartAct with urgencyRemain responsive to changeHa

30、ve the courage to change course when neededRemain constructively discontentWork efficientlyAct Like OwnersBe accountable for our actions and inactionsSteward system assets and focus on building valueReward our people for taking risks and finding better ways to solve problemsLearn from our outcomes -

31、 what worked and what didntBe the BrandInspire creativity, passion, optimism and fun Coca-Cola aims to refresh the world by building a portfolio of branded beverages, anchored in our icon, Coca-Cola, and by enabling superior market execution globally.We believe in the uplifting power of happiness an

32、d will continue to inspire moments of optimism.We will unleash the collective genius of our organization to create value, make a difference and deliverconsistent, sustainable growth mindful of our People, the Environment, Respectful business citizenship andProcess efficiencies.We believe it is in ou

33、r very nature to innovate, create and excel!Improved Mission StatementPepsiCos responsibility is to continually improve all aspects of the world in which we operate environment, social, economic creating a better tomorrow than today.We aspire to make PepsiCo the worlds premiere consumer products com

34、pany, focused on convenient foods and beverages. We seek to produce healthy financial rewards for investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive to act with honesty, o

35、penness, fairness and integrity.Inventory is increased in 2006.Cost of Sales in 2006 is 34% compared to 36% in 2005.No cost for R&DSelling, Gen. & Admin expenses increased to 40% in 2006 from 39% in 2009.Net Income proportion in 2006 remain the same from 2005.Brand Equity and RecognitionProduct Dist

36、ribution and Worldwide NetworksSolid Financial PerformanceStrong Marketing CampaignsProduct DiversificationCorporate IdentityPartnership with Top Food ChainsInnovationLow R&D Resource AllocationCustomer ConcentrationWater Quantity and QualityProduct Launch FailureDrop in European Union Total Net Rev

37、enueInconsistent, Undefined Marketing MessagesHealth ConcernsCaleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola In2 the 1890s as cure of dyspepsia (indigestion). In 1902, Bradhum applied for a trade mark, issued ninety seven share of stock and began selling Pepsi syrup in earnest. In

38、his first year of business he spend $1900 on advertising a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built Pepsis bottling plant. By 1907 he was selling 10,000 gallons a year, two years later, he hired a New York advertising agency. After passing through many troubles for som

39、e period now Pepsi is a market leader in international arence and is available in 187 Nations throughout the world.Cadbury Schweppes are joined force of Cadbury found in 1824 of U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is unified bussing which manages the relations his with o

40、ver 240 franchised bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has fottlery and partnership operations in 14 countries around the world.Nestl can trace its origins back to 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Conden

41、sed Milk Company. One year later, Henri Nestl, a trained pharmacist, launched one of the worlds first prepared infant cereals Farine lacte in Vevey, Switzerland. The two companies merged in 1905 to become the Nestl you know today, with headquartersstill based in the Swiss town of Vevey.Entrants to t

42、he soft drink industry are not a strong competitive pressure.Coca-Cola and Pepsi Cola dominate with their strong brand name and superior distribution channels.High entry fixed costs.The market offers a lot of substitute products, ranging from soft drinks, energy drinks, water, health drinks, etc.Low

43、 switching costs.Healthier choices are available and are becoming a preference.Increased concern about the simmering tensions between Coca-Cola and its powerful independent bottler Coca-Cola Enterprises.Coca-Cola Enterprises controls 80% of the US market as well as parts of Europe.Some bottlers have

44、 refused to carry new products.Volume salesDecreasing consumer demandsHealth and Wellness trend is sweeping across the global beverage market.The competitive pressure from rival sellers is the greatest competition that Coca-Cola faces.PepsiCo. dominated North America with sales of $22 Billion to Coc

45、a-Colas $7B.Health and Wellness industry is considered to be one of the fastest growing industries.Recognized as one of the worlds most valuable brand.Extremely successful in global marketing.They have an immense need to diversify their products and create a marketing plan that meets the socio-cultu

46、ral interests of all their customers (vendors) and consumers (drinkers) around the world.The weakened economy could have a negative impact on any of the bottling companies, which would threaten the stability of the Coca-Cola Company due to the dependent relationship.Legal factors that could pose an

47、environmental threat to the Coca-Cola Company include new legislation or regulation of food and beverage products. Expanded or new laws could threaten the company by creating more overhead expenses and decreasing the profit margin. Coca-Cola Company, must invest in technological research to find way

48、s to become more efficient, and ultimately better competitors.Lowering the negative effects of their product through intensified research and development.Use technology in promoting sustainable growth.With the new focus on health and nutrition and concerns with obesity, many consumers are changing t

49、heir behaviors and products choices.Continue aggressive efforts in responsible marketing, community investment and product development.ExpansionProduct ImprovementIncreased Market ShareEntry to Health and WellnessMarketing ImprovementsAcquisition of Bottlers and BrandsProduct DevelopmentDemand Growt

50、hHealth and Wellness IndustryProduct Link to Health IssuesProduct SubstitutesImage PerceptionsScarcity of Raw Materials (Water)Competitors Product Improvement and DevelopmentImpending Global Economic CrisisImprove marketing campaigns by shifting from product desire to happiness in a bottle.Develop n