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Product catalog of The Coca Cola Company Coca-Cola is constantly changing its portfolio, from reducing sugar in drinks to bringing innovative new products to market.. Carbonated soft dri
Trang 2Table of Contents
I COMPANY OVERVIEW 4
1 General information 4
2 Logo meaning and slogan 5
3 The historical development milestones of Coca-Cola in Vietnam 5
4 Product catalog of The Coca Cola Company 6
5 Vision, Mission and Core Value 7
6 Distribution system 8
II OVERVIEW OF THE MARKET AND ENVIRONMENT OF COCA COLA 8
1 The Coca-Cola Company's Market Segment 8
2 Target customers of Coca Cola 9
3 Brand Positioning 9
4 Coca Cola’s Competitors in VietNam 10
5 PESTLE 13
6 Coca-Cola Model Canvas 16
7 Porter’s five forces: 18
6 International organization strategy 27
7 International Marketing Strategy 27
IV COCA-COLA'S BEST ADVERTISING CAMPAIGNS 29
1 4P’s 29
2 Coca Cola advertising campaign : LOVE STORY 31
3 Emotional Coca – Cola Campaign: Taste The Feeling 32
4 Coca Cola advertising campaign: #ThatsGold 33
Trang 35 The most prominent Coca Cola advertising campaign: SHAKE A COKE 34
6 Coca Cola advertising: WE DO 35
V TOP STRATEGIES OF COCA-COLA ADVERTISING IN VIETNAM 36
VI FIVE LESSONS LEARNED FROM COCA-COLA'S MARKETING STRATEGIES 39
1 Brand identity is a must have 39
2 Prioritize product quality 39
3 Implement strategic pricing strategies 40
4 Actively explore new markets 40
5 Do special reactive PR 40
VII CONCLUSION 42
VIII RESOURCES 43
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Trang 4I COMPANY OVERVIEW 1 General information
The Coca-Cola Company is a beverage company and an American multinational manufacturer, retailer, and marketer of non-alcoholic beverages and syrups The company is headquartered in Atlanta, Georgia and was founded in Wilmington, Delaware in 1892 The company is best known for its flagship product, Coca-Cola, a carbonated soft drink formulated by pharmacist John Pemberton in the late 19th century The company has also introduced many other products under the Coke brand such as Diet Coke, Coca-Cola Zero or Coca-Cola Cherry The company has operated a franchised distribution system since 1889 in which the Coca-Cola Company only produces concentrated syrup, which is then sold to various bottlers around the world around the world The Coca-Cola Company currently operates in over 200 countries around the world with more than 500 brands and 3900 products The company also has branches in different countries to manufacture and distribute its products In Vietnam, Coca-Cola company has been present since 1994 with two factories in Hanoi and Ho Chi Minh City.
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Trang 52 Logo meaning and slogan
The Coca-Cola logo is a simple yet unique and striking symbol The logo consists of the brand name written in white Spencerian Script on a red background The
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Trang 6handwriting has a curved shape, creating a feeling of joy and friendliness The colors red and white also have their own meanings: red symbolizes passion, determination, youth and vitality; White represents purity, purity and sincerity.
Coca-Cola's slogan also changes over time to match the company's business and marketing strategy Some famous slogans of Coca-Cola are:
- The Pause That Refreshes (1930): Nghỉ ngơi để khôi phục sức sống - It's The Real Thing (1969): Đó là điều thật
- Always Coca-Cola (1993): Luôn luôn là Coca-Cola - The Coke Side of Life (2006): Phía cuộc sống của Coke - Open Happiness (2009): Mở hạnh phúc
- Taste The Feeling (2016): Nếm cảm xúc
3 The historical development milestones of Coca-Cola in Vietnam
It began in 1886 when pharmacist John S Pemberton created a new soft drink sold in soda water containers in Atlanta, Georgia The Coca-Cola brand name is written in the Spencerian script proposed by accountant Frank Robinson.
In 1889, Asa Griggs Candler bought the Coca-Cola formula and brand from Pemberton and founded the Coca-Cola Company in 1892.
In 1894, Joseph Biedenharn bottled Coca-Cola for the first time and began to distribute it widely.
In 1919, the Coca-Cola Company listed its shares on the New York Stock Exchange.
Coca-Cola has constantly grown and expanded its operations worldwide with more than 500 brands and 3900 products The company also has innovative business and advertising strategies to attract customers For example, the sponsorship of the Olympic Games since 1928, the launch of Diet Coke products in 1982, or the organization of the Coke Studio music competition since 2008.
Today, Coca-Cola Corporation has succeeded in expanding the market with many different types of drinks, initially carbonated water, and then fruit juice, sports energy drink, mineral water, tea and a few others.
4 Product catalog of The Coca Cola Company
Coca-Cola is constantly changing its portfolio, from reducing sugar in drinks to bringing innovative new products to market Coca-Cola has always sought to positively impact the lives of people, communities and the planet through replenishing water, recycling packaging, practicing sustainable sourcing, and reducing carbon emissions across the price chain Coca-Cola value.
The product portfolio of Coca Cola includes:
Trang 7Carbonated soft drinks: like Coca Cola, Fanta, Sprite, Diet Coke, Schweppes Tonic, Lemon Soda and Crush Sarsi.
Juices and fruit milk drinks: like Minute Maid Nutriboost and Minute Maid Teppy.
Water and tea: like Dasani and Fuzetea+.
Sports and energy drinks: like Aquarius and Samurai.
5 Vision, Mission and Core Value 5.1 Vision
To craft the brands and choice of drinks that people love, to refresh them in body & spirit And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet
About people: Coca Cola desires a best working environment, strong inspiration About products: Bring to the world the best products, creativity and innovation according to the needs of the future market.
About partners: Together building sustainable values, mutually beneficial Profit: Maximize profits and keep growing
Operational productivity: Efficient, fast and successful
5.2 Mission
Satisfying customers by providing high-quality beverage products and creating value for stakeholders
To refresh the world in mind, body and spirit.
To inspire moments of optimism and happiness through our brands and actions.
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Trang 8To create value and make a difference.
5.3 Core Value
Coca-Cola's core values include:
Leadership: means being able to definitely shape a better future Cooperation: leverage to get astronomical materials.
Responsibility: do the right things and take responsibility for your actions Professionalism: always strive for perfection and strive for excellence Care: care about the development of employees, customers and the community.
6 Distribution system
Coca-Cola's distribution system is one of the important factors that helps the company maintain its leading position in the beverage industry Coca-Cola has built and perfected a smooth and highly efficient distribution channel network The company uses a multi-level distribution channel strategy to bring products to consumers Distribution channels include:
Direct channel: Coca-Cola sells directly to supermarkets, department stores, restaurants, hotels and large retail outlets.
Indirect channel: Coca-Cola cooperates with exclusive distributors to deliver goods to smaller retail points¹ The company also has mobile trucks for sales in rural and mountainous areas.
Online channel: Coca-Cola has a website and mobile application to receive orders from customers and deliver to their door.
Coca-Cola always tries to expand and improve its distribution system to meet the needs of the market and customers.
COLA
1 The Coca-Cola Company's Market Segment
Coca Cola focuses on segmenting the market according to 4 main criteria: Geographically: Coca Cola distributes with a dense network from urban to rural areas, from plains to mountainous areas, from south to north, but still focuses mainly on densely populated areas, Coca's products Cola appears everywhere, from small to large eateries and refreshment shops, Stretching from north to south
Demographic characteristics: Coca Cola is almost produced for most people, from young children to the elderly Coca Cola's products are aimed at customers who are young people and children of school age, this is the group with the highest demand for products
Trang 9By agent chain: Coca Cola distributes most of its products to consumers in the fastest way Therefore, customers can search for products of this brand anywhere From small retail agents to a system of large supermarkets across the country such as BigC, Lotte Mart, Coopmart, VinMart
By product: Currently on the market, Coca Cola is distributing many famous product lines including carbonated soft drinks, energy drinks, tea, milk, and filtered water Basically, all of these product lines are not too clearly differentiated in terms of customer files
2 Target customers of Coca Cola
Age group: There are 2 segments: Coca Cola mainly directs its products to young consumers aged 10 to 35 years old However, diet Coca-Cola products are preferred by people with diabetes, often those over the age of 40
Income level: Coca Cola offers its products in many different sizes and packaging with different prices, to suit the pocket of students, middle class, This criterion is also related relative to family size, due to variations in bottle and packaging sizes
Geographical location: Coca Cola supplies its products in more than 200 countries However, they pursue a different strategy for each country because the needs of the target customers in each country are different due to climate, income, culture, customs (Example: In the US, Coca-Cola's products have almost reached maturity, covered in many places, while in the Chinese market, Coca-Cola has growth potential but the needs and habits of consumers are completely different The reason is that in Asia, especially in Japan and China, people have the habit of drinking tea instead of soft drinks)
Gender: In general, Coca-Cola targets both men and women, however there is a clear difference in preferences and tastes between the sexes For example, Coca Light is quite popular among women, while Coca Zero has a stronger flavor that is preferred by men This is also seen in product design and advertising The product design of Coca Light mainly focuses on two main colors, black and red, which looks more masculine than Coca Light
3 Brand Positioning
Coca Cola is a leading brand in the world in the beverage industry Saying Coca-Cola succeeds in brand positioning strategy is too accurate because almost no one is unaware of this name when it comes to soft drinks Coca Cola is not only successful in positioning its own brand but also very successful in positioning the competitor's brand
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Trang 104 Coca Cola’s Competitors in VietNam
Currently, Coca Cola is always at the forefront of the beverage industry In which, nutritional drinks, fruit juices, milk and plant-based beverages increased by 12% But Coca Cola always has to face many famous competitors in the market today.
4.1 Pepsico
Trang 11Coca Cola's competitor – PepsiCo, Inc is an American multinational food, snack and beverage corporation headquartered in Harrison, New York PepsiCo's business includes all products in the food and beverage markets The Group oversees the production, distribution and marketing of its products
Coca Cola competitor PepsiCo was founded in 1965 with the merger of Pepsi-Cola Company and Frito-Lay, Inc Since then PepsiCo has expanded from its eponymous product, Pepsi Cola, to a range of branded food and beverage products The largest and most recent acquisitions were Pioneer Foods in 2020 for $1.7 billion and before that was Quaker Oats Company in 2001, which added the Gatorade brand to Pepsi and Tropicana Products' portfolios in 1998
As of January 2021, the company owns 23 brands with sales of more than $1 billion PepsiCo has operations around the world and its products are distributed in more than 200 countries, generating more than $70 billion in annual net sales Based on net sales, profits and market capitalization, PepsiCo is the second largest food and beverage business in the world, after Nestlé
Coca Cola's competitor – Suntory PepsiCo Vietnam (English name: Suntory PepsiCo Vietnam Beverage Company) is a beverage company in Vietnam Suntory PepsiCo Vietnam was established in April 2013, as a joint venture between PepsiCo Vietnam and Suntory Holdings Limited
Officially entering the Vietnamese market in 1995, through a strategic alliance and officially named Suntory Pepsico, after nearly 25 years of establishment and development, Pepsi has become one of the leading companies in the world number of commercial brands leading the beverage industry market
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Trang 124.2 Tân Hiệp Phát
Coca Cola's competitor – Tan Hiep Phat Trading and Service Company Limited is an enterprise specializing in manufacturing and trading beverage products and bottled drinks in Vietnam
Tan Hiep Phat brand has won the title "Vietnamese high quality goods" voted by consumers, honored National Brand 2012, 2014
4.3 Red Bull
Trang 13Dietrich Mateschitz, an Austrian businessman, co-founded Red Bull Energy Drink with Chaleo Yoovidhya in 1980 The event was inspired by a popular Thai drink called Krating Daeng, which was invented by Chaleo Yoovidhya
Dietrich changed the ingredients, and in 1987 the first Red Bull drink was marketed in Austria It has grown in popularity and has become the most popular energy drink in the world
Coca Cola's competitor Red Bull started as an energy drink consumed by Thai truck drivers and workers and has since grown into the most popular energy drink for athletes, workaholics, teenagers around the world
5 PESTLE
5.1 Politial
The development of the beverage industry depends on the regulations of each host country These regulations are issued by the Government to create certain effects on the production of these products in that country Based on these regulations, businesses need to meet the requirements set by the Government, otherwise they have to pay fines as prescribed by law
Here are some legal and institutional factors affecting Coca Cola's business results over the past time:
Some changes in law and regulations on tax rates, amended tax laws require businesses to strictly comply Changes in the carbonated beverage business environment
These changes include competitors' entry into the industry, pricing policy, competitiveness, etc This forces Coca Cola to share market share with competitors
In terms of political conditions, Coca Cola is a global brand, so the influence of world politics is inevitable Accordingly, civil unrest or changes in the host country's government will greatly affect Coca Cola's business results
Depending on each country, the ability to enter the beverage industry will have different points In developing and emerging markets, entry into the industry will have more stringent requirements Not only that, strategic business alliances with local bottle suppliers will create the foundation and basis to promote the growing beverage industry
5.2 Economics
Coca Cola's sales are affected by a range of economic factors beyond the company's control These factors include domestic and industry economic growth, tariffs and exchange rates, exchange rates, interest rates, labor costs, and others The global economic and financial crisis of 2007-2009 is an example involving an economic factor that affects the majority of global businesses However, the crisis has impacted Coca
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Trang 14Cola to a lesser extent than many other businesses Its operating margin is still at a lower level than many other businesses Its Operating Margin remains at 22% ahead of the industry, despite the Crisis, although the Instant Rate has dropped to 2.6%
Water scarcity is another big problem Coca Cola requires a huge amount of water to produce but the capacity is limited due to the very high cost of water in some countries Arguably, fluctuations in Exchange Rates are the most important economic factor that has adversely affected Coca Cola's performance in recent years For example, the key currency prices in venezuela, Coca Cola's reported profits in this market had to drop 55% in the fourth quarter of 2014, and there are similar consolidations elsewhere in the world All of these factors can have a profound impact on a company's business and profitability
Own experience in the Vietnamese market, the growing economy helps people's lives to be increasingly improved Therefore, the demand for using soft drinks instead of filtered water is also increasing And we can easily realize that, Coca-Cola's soft drinks have crept to all the tables on this S-shaped strip of land
5.3 Social
The United States is the country where Coca Cola is located, the level of product consumption of the people here contributes a very important part to the sales of this brand Accordingly, many US citizens are practicing a healthy lifestyle, not using carbonated soft drinks This has greatly influenced the business strategies of this giant in the international market
Considering the Vietnamese beverage market in particular, the use of carbonated drinks has become an indispensable thing on the banquet tables However, the need for health care as well as keeping in shape is increasingly interested by young people, this target group of customers is gradually switching from using carbonated soft drinks to filtered water, causing many difficulties with Coca Cola when launching new products
But it seems that this is not so important when Coca quickly introduced to the market the sugar-free Coca-Cola product line This product hits the segment of customers who are on a diet, want to stay in shape but like to drink soft drinks
5.4 Technological
The Internet is growing, Coca easily introduces TVCs to customers through many different channels Through modern communication channels such as Facebook, Zalo, Tiktok or Youtube, Coca's products are quickly known to customers And also through these media, the "big man" in the beverage market will integrate preferential and discount programs when buying their products
Modern technology has helped Coca upgrade from using glass bottles to tin cans and plastic bottles The use of tin cans and plastic bottles has brought a clear sales
Trang 15effect Customers will prefer these designs because it is very convenient, can be carried when going out, travel and can be thrown in the trash after use
Modern technologies are increasingly developed to help the production line of Coca Cola products become more and more advanced and shorten the production time Therefore, this brand has brought to the market a lot of high-quality products at extremely hot prices
5.5 Environment
Coca Cola is considered the largest soft drink consumer in the world And just for this reason, the company has faced a huge amount of backlash from environmental groups In countries like India, Coca Cola is being blamed for the complete withdrawal of groundwater in large areas Coca Cola needs to take immediate steps to put in place water management or it could be banned in these countries Some of these steps have already been taken by the brand It has promised a mission to reduce carbon emissions to near zero in the coming years and is also being seen by many as a model corporation Water-smart farming methods like RAIN and CARE are also adopted by Coca Cola in an attempt to use as little water resources as possible and harvest the maximum amount of water possible The growth of humid climates around the world is part of a climate change that has proven to be beneficial for the company It is now able to successfully raise its capacity in countries where it was previously unable to However, low resource efficiency continues to be a dilemma for Coca Cola.
5.6 Legal
Compliance with the local laws of the countries in which the company operates is causing the main legal trouble Coca Cola faces Many countries have different laws regarding caffeine standards and sugar consumption Brands need to make sure they meet all such regulations wherever their products are sold Previously, Coca Cola had been in trouble because of the amount of caffeine added to its products in many different countries and had to file a lawsuit their labor The company has been known to unfairly treat its employees and also receive wages below the norm in their country of operation As a result, Coca Cola faced opposition from various labor unions Its corporate ethics is a top concern for the company right now.
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Trang 166 Coca-Cola Model Canvas
a Coca-Cola Customer Segments
Coca-Cola’s customer segments consist of:
Consumers: The primary customer segment for Coca-Cola is individual consumers, who purchase the company’s products for personal use This includes consumers of all ages and demographics who may purchase Coca-Cola products at supermarkets, convenience stores, restaurants, and other retail locations;
Retail and food service partners: Coca-Cola also has relationships with a variety of retail and food service partners These partners sell Coca-Cola products to consumers and often have exclusive agreements with the company to sell its products in their locations.
b Coca-Cola Value Propositions
Coca-cola’s value propositions consist of:
Consumers: For consumers, Coca-Cola offers a range of beverages that provide refreshment and enjoyment The company’s products are popular with consumers of all ages and demographics and are often associated with happy occasions and celebrations;
Retail and food service partners: For its retail and food service partners, Coca-Cola provides a popular and recognizable brand that can drive sales and traffic to their locations The company often has exclusive agreements with these partners, which sometimes allow them to offer Coca-Cola products that are not available elsewhere.
Trang 17c Coca-Cola Channels
Coca-cola’s channels consist of: Supermarkets and convenience stores
d Coca-Cola Customer Relationships
Coca-cola’s customer relationships consist of: Customer Support
Social Media
Promotions and loyalty programs
Community engagement like local organizations and events Targeted marketing and communications
Collaborations and partnerships
e Coca-Cola Revenue Streams
Coca-cola’s revenue streams consist of: Sales of beverages to consumers
Licensing fees from bottling and distribution partners Investment income from other businesses
f Coca-Cola Key Resources
Coca-cola’s key resources consist of: Manufacturing and production facilities Marketing and advertising resources Distribution and logistics networks Intellectual property and technology Brand and reputation
Human resources
Financial resources and capital Partnerships and collaborations Customer relationships and data.
g Coca-Cola Key Activities
Coca-cola’s key activities consist of:
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Trang 18Developing and producing beverages and syrup Bottling
Licensing its brand and products Investing in other businesses Sponsoring events and partnerships Promotions and loyalty programs Manufacturing and production Marketing and advertising
Distribution and logistics (usually done by their franchises)
h Coca-Cola Key Partners
Coca-cola’s key partners consist of: Bottling and distribution partners Investors
Retail and food service partners
i Coca-Cola Cost Structure
Coca-cola’s cost struture consists of: Raw Materials
Manufacturing and Production Marketing and Advertising Staff
Distribution and logistics
Coca-Cola business model is centered on selling its products to consumers, licensing its brand and products to other companies, investing in other businesses, and sponsoring events and partnerships Coca-Cola’s business model is supported by its strong and recognizable brand, as well as its extensive network of bottling and distribution partners, retail and food service partners, and investors Despite facing challenges from increased competition and changing consumer preferences, Coca-Cola remains a dominant player in the global beverage industry and will likely continue to be so in the future.
7 Porter’s five forces: 1 Threats of new entrants:
Coca Cola is one of the leading beverage brands with a global customer base, a global distribution network and an outstanding brand presence Any new player can have a small customer base locally, but globally, Coca Cola is very safe from new entrants This is mainly because the beverage industry is at a high level of saturation and any new entrant cannot benefit from economies of scale, which
Trang 19existing players like Coca Cola enjoy Furthermore, there is a significant knowledge barrier as to whether they can develop a recipe for a beverage that can compete with Coca Cola, and even the technological barrier can be judged as significant tell.
Any high yield market will inevitably attract new entrants who want market share and that will lead to lower prices by both old and new firms and hence lower profits for all the players in the market There are always new entrants to the beverage industry However, for them to have a strong foothold like Coca Cola will be an extremely difficult task They will spend a lot of time and also spend a lot of money on marketing activities to get the brand image that Coca Cola loves The level of customer loyalty in the market is moderate, and therefore to grow a brand overnight with a significant customer base is almost an impossible task As a result, the threat of new entrants in the industry is virtually negligible for Coca Cola.
2 Threat of substitute products:
Coca Cola not only has to compete with other soft drinks but also has to compete with other soft drinks that people can drink instead of Coca Cola.
Threat of substitute products is the ability of customers to switch to another product that fulfills the same basic need and thereby reduces profits Some of Coca Cola's biggest competitors are Tea, Coffee, and juices As people become more and more health-conscious, the threat of substitutes like Freshly Made Smoothies or Fresh Juices has multiplied The main alternatives that Coca Cola should consider are Pepsi, Juice, Milkshake, Tea, Coffee & Water This threat can be mitigated by product line expansion, such as the introduction of non-carbonated beverages The threat of attack can also be addressed by being service oriented rather than product oriented and also by focusing on what customers really need rather than what they are buying.
Since the cost of Switching is negligible and the benefits of the Substitute are often good, the threat of the Substitute is great.
3 Customer bargaining power:
The Coca Cola Company deals with many different types of buyers with varying degrees of bargaining Some of them are listed below.
Direct end users: No bargaining power, they buy the product at a fixed price that is usually constant.
Fast food chain owners: They have low to moderate bargaining power as Coca Cola is one of the most in-demand soft drinks.
Vending machines at malls and cinemas: Low to medium bargaining power One of the biggest challenges Coca Cola faces in this category is that it needs to keep prices fixed even as production costs fluctuate As a result, either the company or the supplier suffers the loss.
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Trang 20This is a significant risk, but it is the risk that every other mass market participant faces.
Therefore, the overall bargaining power of the customer is low to moderate.
4 Suppliers bargaining power:
Coca Cola cooperates with some of its suppliers of raw materials, labor or services The bargaining power of suppliers is the right to which these suppliers are entitled The larger the company, the more long-term contracts it has to sign with its suppliers, as a change in the cost of raw materials or services will inadvertently lead to an increase in the cost of the final product Example: Sugar is one of the main raw materials in Coca Cola and a change in its final price will result in a change in the price of the product A bad year will cause the cost of the product to increase, which is not ideal for the company because it needs to keep the cost of the product unchanged Contracts help prevent this and maintain a steady flow of raw materials at fixed prices.
Therefore, the bargaining power of suppliers is low.
5 Competitive rivalry:
When you think of Coca Cola's competitors, the first name that comes to mind is Pepsi and these two companies have been competing with each other since the late 19th century Their main products are very similar both in taste and appearance, but there are also some key differences Competitive rivalry is the competitiveness of existing competitors in the market and their advantages over each other One of Pepsi's key advantages over Coca Cola is that it also owns several savory snack brands like Doritos and Lays, while Coca Cola, on the other hand, focuses on beverages If tomorrow the demand for soft drinks drops suddenly, it will affect Coca Cola more than Pepsi But Coca Cola also owns several other beverage brands, such as supplements and smoothies Even if people don't buy soft drinks, Coca Cola is betting that they will have to drink something else instead These two leading companies are similar in size and offer similar products.
Low degree of differentiation.
Therefore, we can conclude that the competition among companies in the beverage industry is very strong.
8 SWOT
1 Strengths
Global famous brand: This is Coca Cola's biggest strength at the moment with its brand recognition widely covered around the world According to Business Insider, up to 94% of the world's population recognizes Coca Cola's distinctive
Trang 21red and white logo Besides, the Coca Cola brand is also of great value thanks to its unabated popularity over more than a century of operation According to Interbrand's annual report, in 2021, Coca Cola ranks 6th in the ranking of the best global brands The brand's valuation reaches 57 billion US dollars On top of that are names like Apple, Amazon, Microsoft, Google and Samsung
The next Coca Cola's competitive advantage lies in its product reach Present in more than 200 countries and accounting for 1.9 billion daily servings of the company's products, Coca Cola has brought more than 500 products to global consumers Coca Cola's product diversity is considered to be able to serve all audiences with different lifestyles, interests and characteristics Thanks to that, this "all-people" product easily conquers even the most demanding consumers
A special study on Coca Cola also shows the competitive advantage of this brand It is
Coca Cola that is considered the most emotionally connected brand in America Users associate a feeling of “happiness” when mentioning Coca Cola and have high brand loyalty
Dominant market share in the global beverage industry: The two strengths mentioned above are enough to explain the third strength of Coca Cola's SWOT model, which is having a dominant market share in the global beverage industry In addition to Coca Cola and Pepsi products, the two leading names dominating the beverage market, the Coca Cola company also has a huge market share for products such as Coke, Sprite, Diet Coke, Fanta, etc Worthwhile position This rivalry is maintained not only in some countries but in all countries where Coca Cola is present
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Trang 22Worldwide distribution network: The beverage industry is considered a huge market With a potential brand name for Coca Cola, it is not difficult to penetrate both domestic and foreign markets Coca-Cola has the most efficient and extensive distribution network in the world The company has nearly 250 bottling partners globally.
Not to mention Coca Cola's acquisition policy also helps the company easily expand the market This brand has a long list of acquisitions and brings great profits including the Costa coffee chain, Fuze Tea, …
Largest Brand Association and Customer Citadel: Coca-Cola is considered one of the most emotionally connected brands in the United States This valuable brand is associated with “happiness” and has strong customer loyalty Customers can quickly identify their distinctive flavors Finding its substitute is difficult for them Furthermore, Coca-Cola and Fanta have larger fan bases than other beverage names in the industry.
2 Weaknesses
Competitor is Pepsi: The eternal story of the war between Coca Cola and Pepsi probably never came to an end Because Coca Cola and Pepsi have so many similarities, the competition between the two brands cannot be reduced No one can deny that Pepsi is Coca Cola's biggest competitor Without a rival, Pepsi, perhaps Coca Cola would reach a position to dominate the entire beverage market
Only diversifying products in the beverage industry: Coca Cola is currently just diversifying products in the beverage segment With many beverage categories, Coca Cola holds the leading position that is hard to beat in this "playground".