Coca Cola SWOT Analysis 2014 可口可乐SWOT分析

SWOT ANALYSIS OF COCACOLA COMPANY (2014) SWOT ANALYSIS (2014)

Swot Stands for strength, weakness, opportunities and threats. Swot analysis is an overall evaluation of a company current state by looking at its strength, weakness, opportunities and threats.

Swot analysis is considered to be a source of information for strategic planning which aims to develop full awareness of the company situation that will help in strategic planning and decision making of the company. COCACOLA COMPANY PROFILE

The Coca-Cola Company is a global company with some of the world's most widely recognized brands

It is the largest non alcoholic beverage company in the world with over 550 brand names offering in over 200countries; they produce everything that is of food and beverages including tea, orange juice, energy drinks such as monster, sports energy drinks and carbonated drinks The company was born in Atlanta, Georgia in 1886 by Dr John s Pemberton who is the inventor of the Coca-Cola beverage. The brand name and logo of the “Coca-cola” was suggested by Dr Pemberton?s bookkeeper called Frank Robinson.

Some of the Coca-Cola brands are produced and sold worldwide like Sprite and Fanta, while some brands are produced and sold for specific countries, For example Ambasa is a milk-based soft drink sold by The Coca-Cola Company in Japan.

Coca-Cola also operates on franchise business in which it produces syrup for beverages that are sold to its franchisee in different countries that produce Coca-Cola products.

Name Logo Coca-Cola Company Industries Served Target group Positioning of the product Geographical areas served Headquarters Current CEO Revenue Food and beverages All age group from kids to adults A beverage brand for the entire family Worldwide U.S.A, Atlanta , Georgia Muhtar Kent $ 48.01 billion (2012) $ 9.01 billion (2012) 146,200 (2012) 1.5 billion 90500 worldwide To refresh the world, To inspire moments of optimism. Profit Employees Estimated consumer serving per day Associates Mission SOME OF THE COCA-COLA BRANDS

STRENGTHS

Strengths are features of the business that provide an advantage over others in the industry. It includes organizational capabilities such as processing capabilities, financial resources, Products and services and customer locality. Coca-Cola company strength include the following

1. BRAND RECOGNITION AND REPUTATION WORLDWIDE

Coca Cola is an extremely recognizable company. Its products have Global reach with presence in over 200 countries.

Popularity is one of its superior strengths that are incomparable with other companies. Coca Cola is known very well worldwide. It's branding is easily recognized. Their products are well known to major parts of the world and customers accept the products.

Coca-Cola is the leading player in the global beverage industry that is found everywhere in the world.

2. EXTENSIVE DIVERSIFIED RANGE OF PRODUCTS

Coca-Cola sells and manufactures many different products including carbonated drinks and energy drinks.

The company produces several products that are known worldwide and some products that are produced on specific countries, for example Ambasa is a Soft drink sold in Japan and Korea, Apollinaris is a German naturally sparkling mineral water owned by Coca-Cola, Bibo is a Fruit flavored juice produced in Turkey, South Africa, Mozambique and Canada. 3. STRONG MARKETING AND ADVERTISEMENT

Coca-Cola has got the best incredible marketing teams that have excellent marketing and advertisement techniques. They dedicate themselves on each and everything within their capability and power in order to sell their products.

The major technique they use in their advertisement and marketing techniques is by associating celebrity and brand amassadors in their advertisement, For example now there is coke studio which basically advertise cocacola using celebrities in form of songs, In Tanzania there is Lady Jay dee, Diamond and others in different countries Other advertisement techniques include

I. T-shirts and hats that people do wear, they normally do get them during promotion of Coca-Cola

II. Football stadiums of different countries in the world

III. Effective and efficient packaging technique that attracts customers and giving emphasis on recycling and reusing

IV. Televisions and radios advertisement. For example there was this advertisement of Coca-Cola on TV which identifies Coca-Cola as a beverage for the whole family; this

advertisement shows the whole family having a feast on a table with Coca-Cola as their drink. Coca-Cola advertisement can also be found in movies, both international movies and our own Tanzanian movies.

Also In Dar es salam one of the marketing technique used by Coca-Cola to encourage consumption of its product is the acquisition of free call time minutes for Vodacom users if a customer buys a Coca-Cola. When a customer buys the product, he will get the offer by peeling the plastic of bottle cap, get the numbers, send them to the Vodacom Company and obtain the minutes.

4 .STRONG MARKET SHARE IN BEVERAGE

Coca-Cola is considered to be the world largest market share that holds the largest beverage market share in the world which is about 40%. Its major competitor Pepsi covers 31% and the remaining shares are covered by other companies. 5. CUSTOMER LOYALITY

Another strength which is very important to Coca Cola is customer loyalty. Eighty percent of their profit comes from 20% of their loyal customers.

Many people/families are extremely loyal to Coca Cola. It would not be rare to constantly find bottles and cases of a product such as coke in a house. It seems that some people would drink coke religiously like some people would drink water and milk. This is an improbable feat. Customers will continually purchase these products, and will probably do so for a very long time. If two parents were good Coca Cola drinkers, this will be passed down do their children as they grow loyal to the company. With Coca Cola?s ability to sell their product all over the world, customers will continue to buy what they know and what they like which are the Coca Cola products.

6. WELL KNOWN SPONSORS ON IN THE WORLD

Coca-Cola are well known sponsors in the world. They have Long association with international sports events, sponsorships etc

Coca-Cola have sponsored different Olympics games in different countries

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, Coca-Cola is the official sponsor of Fifa World cup 7. STRONG DISTRIBUTION NETWORK

Coca-Cola has Strong and efficient supply chain network, ensuring that all the products are available even on the most places in the world including Africa, Asia, America and Europe markets.

It has the largest distribution network because of the demand in the market for its products. On the other hand, due to this successful distribution network, Coca cola has been able to command such a high market presence.

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