Coca-Cola Case Study :: Business Management Marketing

Coca-Cola Case Study1. SWOT ANALYSIS Strengths Coca-Cola has been an intricate situation of American culture for over a century. The products fig is laden with sentimentality, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is oneness of Coca-Colas sterling(prenominal) strengths. Enjoyed more than 685 million propagation a daylight around the world Coca-Cola stands as a simple, yet powerful symbolisation of quality and enjoyment (Allen, 1995).Additionally, according to Bettman, et. al, (1998) Coca-Colas bottling system is one of their greatest strengths. It allows them to conduct avocation on a global scale bandage at the same time maintain a local approach. The bottling companies atomic number 18 locally owned and operated by independent business people who argon authorized to sell products of the Coca-Cola Company. Because Coke does not have outright willpower of its bottling network, its main source of revenue is the sale of concentrate to its bottlers (Bettman, et. al, 1998).Weaknesses Although domestic business as well as many international markets are well-to-do (volumes in Latin America were up 12%), Coca-Cola has recently account some declines in whole case volumes in Indonesia and Thailand due to cut down consumer purchasing power. According to an article in Fortune magazine, In Japan, unit case sales fell 3% in the second sop up of 1998...scary because while Japan generates around 5% of worldwide volume, it contributes three times as much to profits. Latin America, Southeast Asia, and Japan account for approximately 35% of Cokes volume and none of these markets are performing to expectation (Mclean, 1998).Opportunities cross off recognition is the significant factor affecting Cokes militant position. Coca-Colas brand name is known well throughout 90% of the world today. The primary concern over the past f ew age has been to get this name brand to be even better known. package changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products (Allen, 1995).Coca-Colas bottling system also allows the company to take advantage of infinite festering opportunities around the world. This strategy gives Coke the opportunity to service a macroscopic geographic, diverse, area (Bettman, et. al, 1998).Threats Currently, the threat of new viable competitors in the carbonated emollient drink industry is not truly substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it.