Coca Cola: An introduction and brief analyis of its strategic position

Essay by ifonlyiwasherUniversity, Bachelor's September 2006

download word file, 1 pages 1.7

Downloaded 129 times

Coca cola is a most valuable brand, worth a staggering $69.9 billion. It's also arguably the most ubiquitous brand in the world with its products advertised distributed from Cameroon to Cambodia. An iconic brand name that is synonymous with its sector, Coca-Cola has dominated the soft drinks market since its launch nearly 130 years ago, growing to own 300 brands in 200 markets.

It's a global institution a corporate myth-maker that has a dedicated section on its website called "Cokelore" which demystifies stories such as how its advertising created the image of modern father Christmas in 1933 how it became the first soft drink counsmed in space in 1985. Consumers are even prepared to pay $6 to visit the world of Coca-Cola in Atlanta to explore the magical story of the beverages brand.

Coca-Cola is unquestionably in an enviable position, though it's unfashionable to say so. Every 10 seconds 126,000 people choose to reach for one of Coca-cola's brands or if you'd prefer, at any minute of any day, half a million people are drinking Coca-Cola in all its forms from diet to caffeine-free to vanilla-flavoured

Coca Cola and Strategy

Coca-cola strategy is "think local act local" this helps them seek growth in slow moving markets.

Coca-colas experience in that what works well in one country cannot be guaranteed to work well in another.

The company have diversified into markets other than carbonated drinks which also another part of their strategy. They have a varied market penetration as it is consumed differently all around the world and must adopt to the needs, age, weather/season of country.

Cocacola used different strategies depending of the country and city.

* Small bolt-on acquisitions, realizing new products and increasing its presence in restaurants and other food and entertainment venues.

* The merger Strategy, for...