Dissertation on Coca Cola – Company Introduction

Dissertation on Coca Cola – Company Introduction

The present Dissertation Coca Cola Company Introduction to draw a detailed and descriptive analysis on the strategy of coca cola to be a globally known brand, and yet to gain enormous popularity in terms of local appeal.


The present assignment critically analyses the factors that made Coca-Cola, one of the most successful brands in the whole world, a recognized identity in developing countries like India and China. The Coca Cola is the largest seller of aerated soft drinks across the globe and it is known to be the most recognized and admired brand in the world. The success of Coca-cola, across the world has made use of several marketing and promotional strategies which has made Coca-cola successful in national and international level. Despite being one of the top brands in world, Coca- Cola became a local brand in order to be truly global in its approach. Founded in 1886 in the United States of America by John Pemberton, Coca Cola was actually intended as preparing a patent medicine (Krishna, 2012). After its acquisition by Asa Griggs Candler in 1892 and riding on his marketing strategies, Coca Cola has emerged as the undisputed leader in the soft drinks market and also a leading brand in the world. To establish the brand name Coca Cola has immensely use international marketing practice. The assignment reviews the strategies adopted by Coca cola and tries to correlate with the theories of available literature on International Marketing. The assignment discusses relevant theories on international or global marketing practices and tries to find from the argumentative reading that whether one single marketing strategy or customized marketing mix strategy should be applicable to make a brand truly global in every sense. The argument between standardization and adaptation concept is examined in detail and a logical approach is drawn for implementation. The study further illustrates the journey of Dissertation Coca Cola Company Introduction in two vastly different countries, India, and china. Both are the countries from South East region, and shares a lot of similarities, but a lot of differences as well which can certainly differentiate the two market places. The study recognizes the company’s global marketing practices and how it is developed, modified and implemented locally, regionally or nationally with little or more customization. It also examines the similarities and differences between the marketing practices in India and China.

The research uses a combination of primary and secondary survey, in which primary data are collected by mailed questionnaire, in depth interviews, market data analysis etc, and secondary survey is done by reviewing the available literature, company annual reports, published data and records, sales figures, reports on consumer data etc. Finally a constructive conclusion has been drawn to summarize the findings, and recommendations were given to improve the market scenario for Coca-Cola.

Dissertation Coca Cola Company Introduction

Company profile

The Coca Cola Corporation is an American multinational corporation that specializes in non alcoholic soft drink and beverage manufacturing. Their flagship product, Coca Cola, is a carbonated soft drink brand with a worldwide acclaim. The soft drinks are available in aluminum cans, glass and plastic bottles and are served in restaurants. They are also sold in stores and vending machines can be found here and there in almost every country in the world, Cuba and North Korea being the only two exceptions (Coca Cola annual Report:2011). Founded in 1886 in the United States of America by John Pemberton, Coca Cola was actually intended as preparing a patent medicine. After its acquisition by Asa Griggs Candler in 1892 and riding on his marketing strategies, Coca Cola has emerged as the undisputed leader in the soft drinks market and also a leading brand in the world. The company used to produces concentrate, which was then sold to licensed bottlers in the world. From there it emerged as a finished product and is distributed to stores and vending machines (Prahalad, 1997). As time passed by, the company acquired their role in all aspects of preparing the beverage, right from preparing the concentrate to reaching customer’s hands. Coca Cola has introduced various flavors from time to time as a change in their beverages. While Diet Coke stands out, there are Caffeine-free Coca Cola, Coca Cola Cherry, Coca Cola Zero etc (Krishna, 2012).

According to Interbrands’ best global brand, Coca Cola was declared as the most valuable brand in the world in 2011. Owning more than 500 brands in over 200 countries, Coca Cola serves more than 1.7 billion servings each day worldwide. Coca Cola has its headquarters located at Midtown Atlanta, Georgia. Its current Chairman and Ceo is Muhtar Kent. As of December 2011, The Coca Cola Company had 146200 employees all over the world. The company’s revenue as of 2012 is US$48.01 billion, the operating income for the same period was close to 11 billion. The net income in 2012 was US$ 9.01 billion and the total assets amount to US$ 86.17 billion.

The key factors to success of Coca Cola in this tough, competitive market are manifold. The company’s bottling strategy lets them explore growth to immeasurable extent. After selling the concentrates to licensed bottlers, the rest of the work rests with the bottler who produces the end product and distributes all over the globe, thus increasing Coca Cola’s reach beyond measure (Hines, 2003). Since the company does not own the bottling systems throughout the world, their main source of revenue has been selling of the concentrate. They utilize this to the fullest extent possible. The company business plan also invests a huge amount of money in its advertisements as well as campaigns, and the campaigns changes with time and is based on the situation and the things going around. Thus they manage to stand apart from its market competitors. The brand name in itself sells these days (Kwon, 2005). Coca Cola, or simply put as Coke, is a name in which the people trust which makes it easy to sell across the globe. Coke gives its retailers good margin to earn profits of about 15-20% which encourages more and more retailers to sell its products. Moreover, the company also has its deep rooted, strong network which encompasses restaurants, food chains all over the world. The company has also got its unique ability to rise to the situation and innovate (Riadzany, 2010). The variety of products in the market is a fitting testimony to that. They reach almost all the countries in the world, and so keeping with the taste of the people all around the world, Coca Cola has a wide range of products to satisfy the need of all kinds of people.

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