Ottis Claxton
Danielle Dewey
Tamara Hopson
Stanley Poole
Timothy Smith
Jeffrey Washington
History of an
American Icon:
Coca-Cola
• Invented in 1886 by Dr. Pemberton
• Originally sold as a simple syrup in Jacob’s
Pharmacy in Atlanta for 5 cents a glass
• Has grown to more than 500 brands in more
than 200 countries around the world.
Vision
Mission
Coca-Cola’s Roadmap
to Success
Values
• To refresh the world...
• To inspire moments of optimism and
happiness...
• To create value and make a
difference.
Mission
• People: Be a great place to work where people are
inspired to be the best they can be.
• Portfolio: Bring to the world a portfolio of quality
beverage brands that anticipate and satisfy people's
desires and needs.
• Partners: Nurture a winning network of customers and
suppliers, together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference
by helping build and support sustainable communities.
• Profit: Maximize long-term return to shareowners while
being mindful of our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-moving
organization.
Vision
• 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 do well
Values
Muhtar Kent
Chief Executive Officer &
Chairman of the Board
Muhtar Kent originally joined the
Coca-Cola family in 1978 at the
Atlanta location serving in a variety
of marketing and leadership
positions.
Mr. Kent became Chief Executive
Officer of the Company on
July 1, 2008, and Chairman of
the Board of Directors on
April 23, 2009.
Coca-Cola’s Leadership
Coca-Cola:
Then and Now
• Contracts with big restaurants
• Brand name- Coca Cola means
something
• Customer Loyalty
• Promotion strategy
• International trade
• Iconic Shape
• Secret Recipe
Strengths
•
People are becoming more health conscious
•
•
Not a presence in the Organic Market
•
•
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•
Not the healthiest choice (soft drink)
Marketing is going to be costly, high chance of failure
No room for failure in company, competition will take over
failed markets.
First impressions are lasting, very difficult to draw loyalists from
competition.
Too many products is like a double edged sword, lack of
popularity in different locations.
Deciding who to market products to and how far to reach
out is hard to determine
Brand Loyalty
Weaknesses
• Expansion into health conscious organic markets
• Energy, Sports and Flavored water beverages
markets have potential for further expansion of
these brands
• Acquiring small market share competitors in foreign
markets; i.e. Europe, Asia, Africa, Australia and
South America.
• Advertise other brands within the Coca-Cola family
• Obtain contracts with current and new chain
restaurants to carry exclusively Coca-Cola
products.
Opportunities
PepsiCo
• The vast majority of
the market share
belongs to the two
giants Coke and
Pepsi
• Coke was first
bottled in a plant
in 1894, Pepsi in
1908.
• Both created by a
pharmacist.
Threats to Coca Cola
Health Issues
• The threat of their products being
forced to display a cancer health
warning has led to iconic drink
brands Coca Cola changing their
recipe
• Coca-Cola influences Grand
Canyon officials to scrap plastic
bottle ban
• Vitamin Water exposed as sugar
water in Food Investigations.
• To this day, Coca-Cola still imports
coca leaves which are used to
manufacture cocaine in the United
States
Threats to Coca Cola
• A grand strategy is an overall framework or plan of action
developed at the corporate level to achieve an
organizations objective.
• The growth strategy is used to help create a high level of
growth in one or more of its areas of operation or business
units.
• The management of Coca-Cola must focus on current
market growth by adapting product development,
market development, and market penetration.
• Implementing the growth strategy would not only help
grow the company, but it would help eliminate barriers
that would hold the company back from progression.
Grand Strategy
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Tamara – “Throughout working on this project, I learned about the
different products within the Coca-Cola company and that group work
is only successful with the participation of all members.”
Scott – “I learned that all companies have their weaknesses and the key
component to maintaining a strong and successful business is realizing
what they are and striving to strengthen these areas. I also feel that this
concept relates to group work as well.”
Timothy – “I learned that with any company the core values and goals
must remain the same, if not earlier problems may come to haunt you.”
Stanley – “I learned that the bigger the market the more opportunities.”
Jeffery – “I learned that preparation and vision is need to run a company
and work well in group projects. ”
Danielle – “During the time spent working on this project, I learned that
no matter how large an organization is it is not infallible. I was also
reminded of many of the challenges in working with a group”
Reflection on Team Work
(What We Learned)
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•
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Dahl, Darren. “How to Develop a Business Growth Strategy.” INC 25/02/2010. Web.
16 April 2010. http://www.inc.com/guides/small-business-growth-strategies.html.
Plunkett, Warren R., Raymond F Attner., and Gemmy S. Allen. Management:
Meeting and Exceeding Customer Expectations. 9th. Mason: Thomson SouthWestern, 2008. 179. Print.
Coca- Cola. (2012). The Coca-Cola Company. Retrieved from
http://www.thecoca-colacompany.com/ourcompany/index.html
Works Cited
Thank You