Coca-cola

Coca-Cola1.Overviewofthecompanyanditsgeneralfinancialstate1）IntroductionCoca-Colaisacarbonatedsoftdrinksoldinstores,restaurants,andvendingmachinesthroughouttheworld.ItisproducedbyTheCoca-ColaCompanyofAtlanta,Georgia,andisoftenreferredtosimplyasCoke(aregisteredtrademarkofTheCoca-ColaCompanyintheUnitedStatessinceMarch27,1944).Originallyintendedasapatentmedicinewhenitwasinventedinthelate19thcenturybyJohnPemberton,Coca-ColawasboughtoutbybusinessmanAsaGriggsCandler,whosemarketingtacticsledCoketoitsdominanceoftheworldsoft-drinkmarketthroughoutthe20thcentury.Between1999to2012,Coca-Colawastheworld'smostvaluablebrandbasedonInterbrand.2）IngredientsItsmainrawmaterialsarecarbonatedwater,sugar(sucroseorhigh-fructosecornsyrupdependingoncountryoforigin),caffeine,phosphoricacid,caramelcolor(E150d),naturalflavorings,acanofCoke(12flounces/355ml)has39gramsofcarbohydrates(allfromsugar,approximately10teaspoons),50mgofsodium,0gramsfat,0gramspotassiumand140calories.3）FranchisedproductionmodelTheactualproductionanddistributionofCoca-Colafollowsafranchisingmodel.TheCoca-ColaCompanyonlyproducesasyrupconcentrate,whichitsellstobottlersthroughouttheworld,whoholdCoca-Colafranchisesforoneormoregeographicalareas.Thebottlersproducethefinaldrinkbymixingthesyrupwithfilteredwaterandsweeteners,andthencarbonateitbeforeputtingitincansandbottles,whichthebottlersthensellanddistributetoretailstores,vendingmachines,restaurantsandfoodservicedistributors.SinceannouncingitsintentiontobegindistributioninBurmainJune2012,Coca-ColahasbeenofficiallyavailableineverycountryintheworldexceptCubaandNorthKorea.However,itisreportedtobeavailableinbothcountriesasagreyimport.4）Itsgeneralfinancialstate(profit,turnoverandshareprice)In2013thefinancialreportofCoca-Colainthird-quartershowsupthatprofitrose5.9%,affectedbytheincreaseinsalespush.Thecompanyachievedaprofitof$2.45billioninthequarter,and54centsearningspershare.Theprofitwas$2.31billionlastquarterandtheearningsare50centspershare.Excludingspecialitems,thequarterearningsof53centspershare,comparedwith51cents.ByThomsonReuterssurveyofanalystshadexpectedto53centsearningspershareandrevenueof$12.05billion.Grossmarginnarrowedto60.7%from60.1%.2012WorldTop500BrandsAnnounced:Coca-Colarankedthirdanditsturnoveris46542milliondollarsandtheprofitsis8572milliondollars.Itssharepriceis40.13$inDecember11,2013.2.Marketingstrategiesandsalesperformance1）rangeofproductsCoca-Colaisoneofthemostwidelyusedsoftdrinkintheworld.Thecompanyhasveryefficientandextensivedistributionsystemintheworld.ThereisagreatvarietyofbrandsofferedbyCoca-colathroughouttheworldlikeDietcoke,sprite,Fanta,Rccola,Minutemadeetc.youcanfindtheCoca-colasoftdrinksanywhereineverycountryoftheworld.2）marketingstrategiesandsalesperformanceThe'Coca-Cola'brandhasbeenadoptedthestrategyofglobalmarketing.TheyareconsideringthewholeworldassinglemarketplaceanduniformmarketingstrategywasbeingusedCoca-colaformanyyears,butnowthetrendischanginganddifferentmarketingcampaignsarebeingdesignedfordifferentregionsoftheworld.Businessdecisionsaremadeonadomesticbasistofitinwiththecultureandneedsofthedomesticcommunity.In1919Coca-Coladecideditwastimetogoglobal.TheCoca-ColaCompanydecidedtotakeitsoperationsbeyondnationalboundariesandmarketingresearchwasstartedincentralAmerica,chinaandmanyothercountriesoftheworld.BecauseofsuccessfulandefficientmarketingresearchCoca-colawasabletoproducegloballyindifferentregionsoftheworld.IfwelookonadvertisingperspectiveofCoca-cola,advertisinghascreatedademandfor'Coca-Cola'worldwide.However,advertisinghastobeinlinewiththedomesticculture.Anadaptedmarketingmixmeansadjustingthemixwiththeprevailingculture,geographic,economicandotherdifferencesindifferentcountries.Differentlanguagesandculturescausedproblems.Inaddition,accordingtoBettman,Coca-Cola’sbottlingsystemisoneoftheirgreateststrengths.Itpermitsthemtodotheirbusinessonaglobalscalewhileatthesametimemaintainanationalapproach.ThebottlingcompaniesaredomesticallyownedandoperatedbyindependentbusinesspeoplewhoareauthorizedtosellproductsoftheCoca-ColaCompany.BecauseCokedoesnothavecompleteownershipofitsbottlingnetwork,itsmainsourceofrevenueisthesaleofconcentratetoitsbottlersBrandimageisthesignificantfactoraffectingCoke’ssale.Coca-Cola’sbrandnameisverywellknownallovertheworld.Packagingchangeshavealsoaffectedsalesandindustrypositioning,butingeneral,thepublichastendednottobeaffectedbynewproducts.Coca-Cola’sbottlingsystemalsoallowsthecompanytotakeadvantageofinfinitegrowthopportunitiesaroundtheworld.ThisstrategygivesCoketheopportunitytoservicealargegeographic,diverse,area.EventhoughCoca-ColaandPepsicontrolnearly40%oftheentirebeveragemarket,thechanginghealth-awarenessofthemarketcouldhaveaseriousaffect.Ofcourse,bothCokeandPepsihavealreadydiversifiedintothesemarkets,allowingthemtohavefurthersignificantmarketshares.Inresponsetothishealthconsciousnessissue,thecompanyintroducedDietCokein1982.Suchchangeofconsumerlifestylehadalsoledtotheintroductionofitsbottledpurifiedwater.3.Culture1）MissionThemissionofcoca-colais:Torefreshtheworld-inmind,bodya