Coca-Cola is the multinational company with offices located in Uxbridge, Middlesex in the England. The company is known for inventing its flagship product Coca-Cola earlier in 1886 (Anders, 2013). Since then, the company has operated franchise across the world markets to expand its refreshments distribution. Coca-cola is listed on the NYSE (NYSE: KO) and is part of DJIA. The company has grown to sell beverages in across 200 countries in the world. A 2007 annual report indicated that the company sold over 1.6 billion drinks daily bearing the trademark “Coca-Cola” or “Coke.” It is the expanding market rich that has led the company to be declared as a top brand that tops more than £1 billion in annual sales (Butler & Tischler, 2016).
Coca-Cola Company produces and distributes refreshments in particular soda. The company has over 350 brands of refreshments which are distributed in across 200 countries in the world (Anders, 2013). Besides the coca-cola, other brands produced include Fanta and Sprite. The company has also continued to produce different flavors of refreshments including apple, pineapple, grape, peach, grapefruit, and strawberry. All its products are based on the demands of the consumers through its consumer engagements.
One of the Coca Cola’s main strategies in the international market is branding. Anders (2013) wrote that coca cola had maintained the logo and the bottle design as part of its brand image across the world market. Therefore, it is easily recognized internationally as the leading soft drink.
The company also engages powerful marketing as part of its expansion strategy in other world markets. Among the marketing strategies implemented at Coca-Cola include direct marketing, viral marketing, web and social media marketing, and sales and promotions.
Coca-Cola has over 700,000 associates within its system. These are the associates who represent coca cola across the different communities as brand ambassadors (Butler & Tischler, 2016). Besides the associates, the company has also employed thousands of employees across the franchise. This includes employees in the production units, the distribution, and the sales and marketing units.
Pepsi is popularly known as a major competitor in the refreshment and soft drinks market. Coca-Cola and Pepsi have rivaled in the market since the early 19th century (Anders, 2013). The competition resonates from production and distribution of almost similar products from the same ingredients. Besides, Pepsi, Coca-Cola also faces significant competition from Dr. Pepper Snapple Group and other upcoming soft drink companies (Hays, 2005).
The business environment for Coca-Cola Company is currently being affected by the social, economic, technological, environmental, and political factors across the international markets (Butler & Tischler, 2016). Among the social factors include the increased awareness on health among the world’s population. Some research has indicated that the world’s population has become increasingly conscious of their consumption. This has led to reduced sugar intake including the consumption of Soda.
In the political field, such issues as the installation of manufacturing plants in India which stalled following the increased protests is an indication that the business environment has been affected (Anders, 2013). Coca-cola is also advancing its technology to meet the increasing needs of the consumers. For instance, the company introduced Sprite Super Chilled in the year 2008. The company also faces other major ethical factors that affect the business environment. Research has indicated that in 2005, the company had to deal with the findings from the European Union that accused coca cola of suppressing markets to develop monopoly (Hays, 2005).
Among the main stakeholders that Coca-Cola engages in its business include the bottling partners (Anders, 2013). These are partners who facilitate a day-to-day interaction in conducting business for the company. They support the manufacture and distribution of coca cola products across the markets. Coca-cola also engaged consumers as primary stakeholders through provision of hotlines, research and surveys, and through social channels. The engagement is to ensure that the needs and preferences are met in the production of its products. In its corporate social responsibility, coca cola also engages communities are important stakeholders. The company through its subsidiaries plan and execute community meetings, partnerships, and sponsorships (Butler & Tischler, 2016). Governments and regulatory authorities are also in the list of primary stakeholders at Coca-Cola Company.
- Anders, J. (2013). Coca-Cola’s Marketing Strategy: An Analysis of Price, Product and Communication. GRIN Publishing.
- Butler, D. & Tischler, L. (2016). Design to Grow: How Coca-Cola Learned to Combine Scale and Agility. Simon & Schuster.
- Hays, C.L. (2005). The Real Thing: Truth and Power at the Coca-Cola Company. Random House Trade Paperbacks.