Distinctive Competency / Sustainability : Coca Cola

By connecting to their consumers constantly and effectively through excellent advertising, Coca-Cola was able to provide brand loyalty. With diversification within the company’s products, the brand was able to stay relevant throughout time.

Coca-Cola has been around for as long as many Americans can remember, prevalent in the country’s everyday life since 1886. From billboards to commercials, and especially in the homes of United States citizens, Coke as a company, and more so an ideal, has become an American staple. However, whether or not it can accurately be called an American icon is the true question. To answer this, one must look at the company's values in comparison to the American values. Coca-Cola has expertly used American values such as material comfort, individualism, efficiency, progress and personal achievement in their advertisements and throughout the company itself for over a century.

Coca Cola has differentiated its product and services that are valued by its customer. Its product are based on customer’s preferences, with affordable price and made easily accessible.

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

Coca-Cola is the biggest supplier and producer of carbonated soft drink which are heavily known and sold all over the world. The Coca-Cola Company claims that the drink is sold in more than 200 countries worldwide. Coca-Cola are the biggest drink manufacturer in the world and because of its soaring popularity it is the most popular beverage in the world. Forbes ranks Coca-Cola as #4 on the world’s most popular brand with a brand value of $56billion as of 2015. Coca-Cola is recognised all over the world with the word ‘Coca-Cola’ being ranked the 2nd most recognised word in the world. The reason for this being Coca-Cola are an absolutely colossus organisation which operates globally selling and promoting

The Coca-Cola Company is one of the largest soft drink company in the world and remain as the top brand among Colas. Coca-Cola’s success begins with their world class distribution system that helps them deliver

Description: The Coca-Cola Company is the world 's largest beverage company and is the leading producer and marketer of soft drinks. Today, Coca-Cola is consumed throughout the world at the rate of more than 600 million times per day and this figure is continuing to rise. However, Coca-Cola is not the sort of company to live on its past glories; instead it looks to the future as a challenge and constantly seeks new markets and ways of increasing its market share in areas where it currently has a strong presence. It is the world 's largest producer and distributor of syrups and concentrates for soft drinks. Products developed by the Company are sold through

Coca-Cola started its business in 1886 bringing, in the concept of carbonated soft drinks. Coca-Cola Company’s primary business consists of manufacturing and selling beverage concentrates and syrups, as well as some finished beverages, to bottling and canning operations and other distributors. (“Structure and culture - creating an effective organizational structure - Coca-Cola great Britain,” 1995). Coca-Cola was first to move into the marketplace and by being first to move into this marketplace Coca-Cola was able to lock in a tremendous market share which improved on their strategy. They were able to build strong relationships with other companies; therefore, forming a stronger bond entitling them to stay at the top of the marketplace.

The Coca cola company, found in 1886, was first created by an Atlanta pharmacist Dr. John S. Pemberton who started his coca cola selling with syrup. In 1899, the Coca-Cola Company began to produce bottling in the United States and bottling business for Coca-Cola develop across the ocean in 1906. Based on Interbrand’s study of best global brand in 2011, Coca-Cola was the world’s most valuable brand.(1) For now though, Coca-Cola is the world’s greatest brand and the biggest-selling in soft drink in history as well.

The Coca-Cola Company is a beverage company. “It owns or licenses more than 500 nonalcoholic beverage brands” (MintGlobal, 2014). Coca-Cola Company was founded in 1886 by an Atlanta pharmacist who is Dr. John S. Pemberton; he created a unique tasting soft drink which generated flavored syrup and mixed with carbonated water. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, was credited with the name of beverage “Coca Cola”. They also designed the trademarked and unique script together (The Coca-Cola Company, 2013). Today, the Coca-Cola Company has been operated for 125 years, had employed 139,600 people, and sold 1.6 billion beverages each day in more than 200 countries (SASKIA R, 2011).

The Coca-Cola Company, is one of the most known and successful companies in the entire world. In a day-to-day basis, its marketing promotion can be noticed everywhere; on the streets, the internet, on magazines and even at the movies. It is one of the two global leaders of the soft industry, holding 48.6% of the global Market Share, followed closely by PepsiCo.1 It’s main product, Coca-Cola, is an internationally known and loved beverage which has made a way into the world’s heart. It “is the most popular and biggest-selling soft drink in history”2.

Coca cola is the largest beverage company in the world with over 550 brand names. Coca cola’s product include various brands that supply carbonated beverages, diet / low calorie soft drinks, water, teas, juices and energy drinks. Coca cola is a universal company, serving geographic regions all across the world. Coca cola’s area of distinct advantage is in its unmatched globalization, thus making it the biggest selling soft drink in the history, as well as the best known brand in the world.

Accommodating approximately 200 counties with a diverse product range consisting of an astounding 500 brands and 3,300+ beverages, the company considers the “Coca-Cola” name itself worth billions of dollars. Forfending its brand image and reputation, therefore, is a key priority for Coca-Cola management.

In 2013, the strengths begin at Coca Cola that they had “the best global brand in the world in terms of value over $77,839 billion” (Stuart Elliott, 2013). Coca Cola is top rank in the market share for beverages at 42% as Mark Lin Discusses (2014).The company is not only involved in the fizzy drinks sector as it has become more aware of the health issues and concerns.

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.