Marketing Coca Cola
Leader in Beverage Industry
Being the leader in the beverage industry Coca-Cola Company is one “of the most powerful companies on the globe” (Petanjek, 2013). The primary competitor of Coca-Cola Company is PepsiCo (“Bottled and Canned,” n.d.). A 2012 article in Beverage Digest claimed that both Coca-Cola and PepsiCo together held nearly 90% of the soda market (Lambert, 2012). Furthermore, Beverage Digest reported Coca-Cola outperformed PepsiCo in both carbonated soft drinks (CSDs) and liquid refreshment beverages (LRBs) (“Special Issue,” 2014). In spite of its sales being down from the previous year, Coca-Cola beat the competition by being crowned once again as “the No. 1 beverage company” (“The Top,” 2014).
Strengths
According to Interbrand, in terms of value the Coca-Cola Company is the global leader in the beverages industry. It also holds the largest beverage market share in the world. In 2009, the Coca-Cola Company “continued to hold the largest market share at 41.9 percent, followed by PepsiCo with 29.9 percent and Dr. Pepper Snapple group with 16.4 percent” (“Bottled and Canned,” n.d.). “FAQ” (n.d.) reports Coca-Cola has the most extensive beverage distribution channel and is sold in more than 200 countries all over the world. It also enjoys one of the most loyal consumer groups (“Coca-Cola is world’s,” 2013). Corporate social responsibility is an increased focus with Coca-Cola. Their 2005 Annual Review laid out a concept for maintainable growth with five priority areas: profit, people, portfolio, partners, and planet. They claim “this vision is premised on the understanding that ensuring a sustainable future for its business equates to ensuring a sustainable future for the entire planet” (Raman, 2007). In its 2003 environmental report, Coca-Cola recognized three tasks that demanded attention: water quality and quantity, energy and climate change, and solid waste management.
Weaknesses
There is an increasing amount of literature
Being the leader in the beverage industry Coca-Cola Company is one “of the most powerful companies on the globe” (Petanjek, 2013). The primary competitor of Coca-Cola Company is PepsiCo (“Bottled and Canned,” n.d.). A 2012 article in Beverage Digest claimed that both Coca-Cola and PepsiCo together held nearly 90% of the soda market (Lambert, 2012). Furthermore, Beverage Digest reported Coca-Cola outperformed PepsiCo in both carbonated soft drinks (CSDs) and liquid refreshment beverages (LRBs) (“Special Issue,” 2014). In spite of its sales being down from the previous year, Coca-Cola beat the competition by being crowned once again as “the No. 1 beverage company” (“The Top,” 2014).
Strengths
According to Interbrand, in terms of value the Coca-Cola Company is the global leader in the beverages industry. It also holds the largest beverage market share in the world. In 2009, the Coca-Cola Company “continued to hold the largest market share at 41.9 percent, followed by PepsiCo with 29.9 percent and Dr. Pepper Snapple group with 16.4 percent” (“Bottled and Canned,” n.d.). “FAQ” (n.d.) reports Coca-Cola has the most extensive beverage distribution channel and is sold in more than 200 countries all over the world. It also enjoys one of the most loyal consumer groups (“Coca-Cola is world’s,” 2013). Corporate social responsibility is an increased focus with Coca-Cola. Their 2005 Annual Review laid out a concept for maintainable growth with five priority areas: profit, people, portfolio, partners, and planet. They claim “this vision is premised on the understanding that ensuring a sustainable future for its business equates to ensuring a sustainable future for the entire planet” (Raman, 2007). In its 2003 environmental report, Coca-Cola recognized three tasks that demanded attention: water quality and quantity, energy and climate change, and solid waste management.
Weaknesses
There is an increasing amount of literature
References: Anderson, F. (2009, October 1). Local Coca-Cola bottler plans to reduce water consumption and carbon output Best Global Brands 2013. (2013). Interbrand. Retrieved from http://www.interbrand.com/en/best-global-brands/2013/Coca-Cola Coca-cola is world 's most chosen consumer brand. (2013). UAE Government News. Retrieved from ttp://search.proquest.com/docview/1519080060?accountid=12085 Hellmich, N. (2013, January 15). Critics pounce on coca-cola obesity campaign. USA Today. Retrieved from http://search.proquest.com/docview/1269620588?accountid=12085 Lambert, S. (2012, March 13). Coca-Cola and Pepsico change cola coloring ingredient. Bizmology Petanjek, Riana (2013, November 23) Coca Cola Fights. Industry Leader Magazine. Retrieved on June 11, 2014 from http://www.industryleadersmagazine.com/coca-cola-fights/ Raman, K. R. (2007). Community-Coca-Cola interface: political-anthropological concerns on corporate social responsibility Special Issue: U.S. Beverage Results for 2013. (2014, March 31). Retrieved from http://www.beverage-digest.com/pdf/top-10_2014.pdf Tanner, S. (2005). Discontinued: Diet Coke with lemon. Retrieved on June 15, 2014 from http://www.bevreview.com/2005/11/04/discontinued-diet-coke-with-lemon/ The Top 100 Beverage Companies of 2013. (2014, June 12). Retrieved on June 12, 2014 from http://www.bevindustry.com/articles/87516-the-top-100-beverage-companies-of-2013