Coke Goes High-Tech to Mix Its
Sodas
By: Valerie Bauerlein
Presented By:
Evan Ropp
Eric Watkins
Sarah Ruatta
History of Coca-Cola
• Introduced in 1886 by a pharmacist named
Frank Robinson in Atlanta, GA.
• First sold at a soda fountain
• Only 9 servings per day were sold
• First year sales= $50
• Now, with 1.4 billion beverages sold each
day, they are one of the most successful
beverage companies in the world
Article Summary
• Coca-Cola wants to add life to soft-drink
sales by letting restaurant goers mix up to
104 different drinks
• The new curved medal shell is designed
by the designers of Ferrari racecars
• Has special technology that releases
proper amounts of concentrate
• Coke charges 30% more than traditional
fountains
Article Summary cont…
• Soda business needs innovation
– Sales decreased the past 5 years and fell 2.1% in 2009
• Coke has 70% of the U.S. market
• They have 34 patents on this machine
– Perfect pour technology
– Flavors don’t mix between drinks
• Has been running 6 months of tests with 69
machines
• Adds an experience to the restaurant
• Coca-Cola plans on placing 500 new machines
around the country
SWOT
• Strengths
–
–
–
–
–
Brand equity/image & recognition
Product distribution and worldwide network
Solid financial performance
One of the world's most recognized brand
Product diversification (water, juices, soft drinks, sport drinks,
etc)
• Weaknesses
– Customer concentration, particularly in the US (Wal-Mart
accounts for more than 10% of Coca Cola's business in the US)
– There are a lot of loyal Pepsi customers and not many loyal
Coca-Cola customers
– Bad Global website compared to Pepsi.
SWOT Analysis
• Opportunities
–
–
–
–
Bottled water growth
Acquisitions of smaller players
Health consciousness growth, specifically of the baby boomers
Non-carbonated drinks are the fastest-growing part of the
industry
• Threats
–
–
–
–
–
Commodity prices growth
Image perception in certain parts of the world (i.e., Colombia)
Smaller, more nimble operators/players
Key competitors (Pepsi, etc)
Energy drinks
Works Cited
• http://online.wsj.com/article/SB100014240
52748703612804575222350086054976.ht
ml
• http://www.wikiswot.com/SWOT/3_Consu
mer_Packaged_Goods_%28CPGs%29/C
oca_Cola.html
• http://www.youtube.com/watch?v=tp1uF3r
F4oI&feature=related
• http://heritage.coca-cola.com/