(TIỂU LUẬN) internation business management coca cola company

MINISTRY OF EDUCATION & TRAINING UNIVERSITY OF ECONOMICS AND FINANCE INTERNATION BUSINESS MANAGEMENT COCA COLA COMPANY Instructor: Prof Paul Jordan Group members: Nguyễn Trọng Thiên Huỳnh Ái Vân Vũ Phùng Minh Hiếu Ngô Trọng Vinh Đinh Nguyễn Minh Tuấn Nguyễn Lê Quốc Toàn Vietnam - 2020 Research Table of contents I ACKNOWLEDGMENT: II COMPANY HISTORY: III MISSION STATEMENT: 11 IV COMPANY OBJECTIVES: 11 V COMPANY CORE VALUES: 11 VI COMPANY SLOGANS: 12 VII CEO AND DIRECTOR: 14 VIII SWOTT ANALYSIS: 16 IX SMART ANALYSIS: 17 X PESTEL ANALYSIS: 19 XI DATA: GRAPHS AND STATISTICS 20 XII RECOMMENDATION: 22 XIII CONCLUSION: 23 XIV REFERENCES: 24 Vietnam-2020 Research I ACKNOWLEDGMENT: We would like to express our special thanks of gratitude to my International Businesses teacher Prof Paul Jordan for your guidance and support in completing our project Personally, I would also like to extend my gratitude to my five team members for contributing their time and efforts in this project Vietnam-2020 Research II Typ Manufacturer The Coca-Cola Company Country of origin United States Introduced May 8, 1886; 134 years ago Color Caramel E-150d Variants Diet Coke Diet Coke Caffeine-Free Caffeine-Free Coca-Cola Coca-Cola Zero Sugar Coca-Cola Cherry Coca-Cola Vanilla Coca-Cola Citra …… The Coca-Cola Company was founded in 1892 by John S Pemberton (1831–1888) and established its Headquarters in Atlanta The Coca Cola Franchise is the World’s biggest Beverage Industry It dominated a 48% of the global Market share In total the Franchise is responsible for over 160 different beverages within a market consisting of 200 Countries Examples of their products are Coke, Sprite, Dasani and many more Their products range from Sport’s Beverages, Juices, Tea, Coffee and Water Vietnam-2020 Research Productions: Caffeine-Free Coca-Cola (1983–present) – Coca-Cola without the caffeine Coca-Cola Cherry (1985–present) – Coca-Cola with a cherry flavor Was available in Canada starting in 1996 Originally marketed as Cherry Coke (Cherry Coca-Cola) in North America until 2006 Vietnam-2020 Research New Coke / Coca-Cola II (1985–2002) – An unpopular formula change, remained after the original formula quickly returned and was later rebranded as Coca-Cola II until its full discontinuation in 2002 In 2019, New Coke was re-introduced to the market to promote the third season of the Netflix original series, Stranger Things.[86] Golden Coca-Cola (2001) was a limited edition produced by Beijing Coca-Cola company to celebrate Beijing's successful bid to host the Olympics Coca-Cola with Lemon (2001–05) – Coca-Cola with a lemon flavor Available in: Australia, American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina,… Coca-Cola Vanilla (2002–05; 2007–present) – Coca-Cola with a vanilla flavor Available in: Austria, Australia, China, Czech Republic, Finland, France, Germany, Hong Kong, New Zealand, Malaysia, Slovakia, South-Africa, Sweden, Switzerland, United Kingdom and United States It was reintroduced in June 2007 by popular demand Coca-Cola with Lime (2005–present) – Coca-Cola with a lime flavor Available in Belgium, Lithuania, Netherlands, Singapore, Canada, the United Kingdom, and the United States Coca-Cola Raspberry (2005; 2009–present) – Coca-Cola with a raspberry flavor Originally only available in New Zealand Available in: Australia, United States, and the United Kingdom in Coca-Cola Freestyle fountain since 2009 Coca-Cola Black Cherry Vanilla (2006–07) – Coca-Cola with a combination of black cherry and vanilla flavor It replaced and was replaced by Vanilla Coke in June 2007 Coca-Cola Blāk (2006–08) – Coca-Cola with a rich coffee flavor, formula depends on the country Only available in the United States, France, Canada, Czech Republic, Bosnia and Herzegovina, Bulgaria and Lithuania Coca-Cola Citra (2005–present) – Coca-Cola with a citrus flavor Only available in Bosnia and Herzegovina, New Zealand, and Japan Coca-Cola Orange (2007) – Coca-Cola with an orange flavor Was available in the United Kingdom and Gibraltar for a limited time In Germany, Austria, and Switzerland it is sold under the label Mezzo Mix Coca-Cola Life (2013–present) – A version of Coca-Cola with stevia and sugar as sweeteners rather than simply sugar Coca-Cola Ginger (2016–present) – A version that mixes in the taste of ginger beer Available in Australia, New Zealand, and as a limited edition in Vietnam Coca-Cola Orange Vanilla (2019–present) – Coca-Cola with an orange vanilla flavor (intended to imitate the flavor of an orange Creamsicle) Made available nationwide in the United States on February 25, 2019.[87] Vietnam-2020 Research Coca-Cola Energy (2019–present) – An energy drink with a flavor similar to standard CocaCola, with guarana, vitamin B3 (niacinamide), vitamin B6 (pyridoxine hydrochloride), and extra caffeine Introduced in 2019 in the United Kingdom,[88] and released in the United States in January 2020.[89] Also available in zero-sugar, cherry, and zero-sugar + cherry variants Coca-Cola Cinnamon (2019–present) – Coca-Cola with cinnamon flavor Released in October 2019 in the United States as a limited release for the 2019 holiday season.[90] Coca-Cola Cherry Vanilla (2020–present) – Coca-Cola with cherry vanilla flavor Released in the United States on February 10, 2020 Vietnam-2020 Research Milestones of Coca Cola Company Vietnam-2020 Research Vietnam-2020 Research Vietnam-2020 Research 10 Vietnam-2020 Research III MISSION STATEMENT: Coca Cola’s mission statement is:  Refresh the world in mind, body, and spirit  Inspire moments of optimism and happiness through our brands and actions  Create value and make a difference IV COMPANY OBJECTIVES:  Coca cola first objective is to maximize share owner value over time  Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want – including low and no-sugar options across a wide array of categories – in more packages sold in more locations COMPANY CORE VALUES: V        Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we well 11 Vietnam-2020 Research VI COMPANY SLOGANS: 12 Vietnam-2020 Research 13 Vietnam-2020 Research VII CEO AND DIRECTOR: James Quincey Chairman and Chief Executive Officer Headquarters: Atlanta, GA No of Employees: 100,300 Date became CEO: May 1, 2017 Age: 64 Graduate Degree: Electronic Engineering from the University of Liverpool Company Start Date: 1996 Years at Company: 21 First Position: Director of Learning Strategy, Latin America  Firstly he worked for Coke in Mexico, where he led the acquisition of Jugos del Valle  He was president of the Northwest Europe & Nordics Business Unit from 2008 until 2012  In 2013, he became president of Coca-Cola's Europe Group  In August 2015, Coke made him the chief operating officer (COO) and became president later that year  He was named CEO in December 2016 He became CEO the following May when Muhtar Kent retired 14 Vietnam-2020 Research Alexis Herman Ana Botín Barry Diller Chair and Chief Executive Officer New Ventures LLC Executive Chair, Banco Santander, S.A Chairman and Senior Executive, IAC/InterActiveCorp and Expedia Group, Inc Bobby Kotick Caroline Tsay Christopher C Davis Chief Executive Officer and Director, Activision Blizzard, Chief Executive Officer and Director, Compute Software, Chairman, Davis Selected Advisers-NY, Inc Helene D Gayle David B Weinberg Herbert A Allen President and Chief Executive Officer, The Chicago Community i Chairman and Chief Executive Officer, Judd Enterprises President, Chief Executive Officer and Director, Allen & 15 Vietnam-2020 Research VIII SWOTT ANALYSIS: Strengths Weaknesses  Strong brand identity  Highest brand equity  Extended global reach  Largest Brand Valuation  Dominant Market Share  Unparalleled distribution system  Acquisitions  Aggressive competition with Pepsi  Product diversification  Health concerns Threats Opportunities  Introduce new products and diversify its segments  Increase presence in developing nations  Bring advanced supply chain system  Packaged drinking water  Water usage controversy  Packaging controversy  Direct and indirect competition Trends  Consumer began to use more coke-branded especially lowsugar  Packaging architecture  Growth of developed and developing markets  Coca-Cola lift shift model 16 Vietnam-2020 Research IX SMART ANALYSIS: COCA – COLA STRAWBERRY (20/1 – present) in Japan 17 Vietnam-2020 Research SMART Specific The estimated revenue from Strawberry Coke for the first 12 months is approximately $115million Measurable Expecting a profit margin of approximately 3% for the first year, and an increase of profit to 8% after the second year Aggressive Positioning Strawberry Coke for the fruit juice market is through quality Creating such an image for Strawberry Coke, where Strawberry Coke is a high quality product that better suits the needs of a fruit drink (being healthy but maintaining a great taste.) Expecting a profit margin of approximately 3% for the first year, and an increase of profit to 8% after the second year Realistic -Research Costs an average of $550,000 every year -Product Costs at least $10.3million on multinational scale -Promotion and Distribution Costs to be $35million over two years -Given that the Coca-Cola company revenue in 2019 is 37.27 B$, so the cost is affordable So in order to reach the adequate and also making profit in a year is possible Timebound Revenue for the first six months is expected to be adequate, but not extraordinary A further detailed financial report should be completed after six months of implementation and will include a detailed analysis of all costs and revenue, as well as predicted revenue and profit forecasts for the proceeding 24 months 18 Vietnam-2020 Research X   PESTEL ANALYSIS: Must follow FDA rules to provide people with right, beverages Labor, acconting and internal  Understands consumers tastes  Most of income is from sell of drinks marketing laws must be followed  Using advance technology in producing fine  Coca-Cola has done products in short time well in securing all the  Using social media rights of their business effectively for  Launched healthy drinks in US  Apply strategies in different countries such as Japan, China  Must operate in an area where is no shortage of water 19 Vietnam-2020 Research XI DATA: GRAPHS AND STATISTICS 20 Vietnam-2020 Research 21 Vietnam-2020 Research XII RECOMMENDATION: The most important recommendation that I would like to make is that the Coca Cola Company should try and amend the contracts with its bottling partners The Company should have the power to intervene in the operations of its bottling partners Incidents like the one that happened in India where the Company was accused of mixing hazardous pesticides Had the Company had the power to intervene, probably this would not have happened My second recommendation is in the financial interests of the Company It is evident that the Company hires renowned personalities for its advertising campaigns It is for sure that the company might be paying hefty amounts to these renowned people for their services Instead of showing such people in the advertisements, the Company should hire people from the masses This will serve a twin purpose Firstly, the company will save huge amounts which it may use as cost cutting on its products Secondly, since the people in the advertisements will be from the masses, it will have a greater appeal 22 Vietnam-2020 Research XIII CONCLUSION: Coca-Cola as the world's leading soft beverage, with the strength of high resources company and also a very good and well-known brand image will be accepted at ease almost all over the world Therefore, the strategy of Coca-Cola focuses on covering the full market segmentation, anywhere But along with the development of the soda industry, many competitors both from domestic products to global manufacturers are now present and reducing Coca-Cola's market share in each country Hence, the need for Coca-Cola innovations on their marketing strategies Armed with their bottling partners and also the ability to 'think global, act local' makes CocaCola could adjust its strategy in order to penetrate the market more complex and in-depth in order to continue to expand market share in all regions 23 Vietnam-2020 Research XIV REFERENCES: References: https://en.wikipedia.org/wiki/Coca-Cola https://en.wikipedia.org/wiki/The_Coca-Cola_Company https://www.ukessays.com/essays/marketing/marketing-plan-coca -cola-marketingessay.php https://www.slideserve.com/elise/coca-cola-amatil-strawberry-coca-cola-marketingplan?fbclid=IwAR2kAzj9TKEw5CXg7WJeWB3AVkmmeNghBBRSVpHgLsczCVF p8z0dCmfLajQ https://pestleanalysis.com/pestle-analysis-of-coca-cola/ https://market.us/statistics/food-and-beverage-companies/coca-cola-company/ https://www.fool.com/investing/2020/01/30/3-trends-behind-coca-colas-surprisinglystrong-ear.aspx https://bstrategyhub.com/swot-analysis-of-coca-cola-2019-coca-cola-swot-analysis/ https://notesmatic.com/2020/03/strengths-and-weaknesses-of-coca-cola-in-2020/ 24 Vietnam-2020 ... Sugar Coca- Cola Cherry Coca- Cola Vanilla Coca- Cola Citra …… The Coca- Cola Company was founded in 1892 by John S Pemberton (1831–1888) and established its Headquarters in Atlanta The Coca Cola. .. https://en.wikipedia.org/wiki /Coca- Cola https://en.wikipedia.org/wiki/The _Coca- Cola_ Company https://www.ukessays.com/essays/marketing/marketing-plan -coca -cola- marketingessay.php https://www.slideserve.com/elise /coca- cola- amatil-strawberry -coca- cola- marketingplan?fbclid=IwAR2kAzj9TKEw5CXg7WJeWB3AVkmmeNghBBRSVpHgLsczCVF... https://market.us/statistics/food-and-beverage-companies /coca- cola- company/ https://www.fool.com/investing/2020/01/30/3-trends-behind -coca- colas-surprisinglystrong-ear.aspx https://bstrategyhub.com/swot-analysis-of -coca- cola- 2019 -coca- cola- swot-analysis/