We used segmented revenue growth strategies across our business in a way that varied by market type.
Business-Level and Corporate-Level Strategies: The Coca-Cola Company Business level and corporate level strategies This paper analyzes the business-level and corporate-level strategies of the Coca-Cola Company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing effectively in the long run.
An analysis of its competitive environment has also been done in a view to assess and compare the strategies which other industry rivals are using to compete in the slow and fast cycle environments.
It is an American multinational corporation engaged in the manufacturing, promotion, and distribution of a wide range of beverages; including soft drinks, fruit juices and sodas, sparkling energy and sports drinks, mineral water, soy-based beverages, coffees, yogurt drinks, and tea.
The Coca-Cola Company has more than 3, products under different brand names.
The company has spread its business network in Development strategy of coca cola than countries around the world which is supported by itsbusiness partners and associates. The company claims to be serving 1.
It owns four out of the five top seller beverage brands The Coca-Cola Company, Since its inception inthe Coca-Cola Company Development strategy of coca cola always focused on differentiating its products from those of its competitors in order to establish a unique position in the Global beverages industry.
Its top most brands like Coca Cola, Sprite, and Fanta are manufactured under strict quality standards and by using unique formulations. With the help of its differentiation strategy, the Coca-Cola Company is able to maintain the top market leadership position.
Differentiation is found in each and every aspect of its business operations. For example, it uses unique marketing campaigns, labeling, bottle shapes, and advanced plant and machineries to manufacture the top quality beverage products.
It also keeps on introducing different flavor variations in its existing products so that consumers can taste and enjoy a wide range of beverages from their favorite brand The Coca-Cola Company, In addition to delivering the top quality products, the company also keeps an eye on its increasing operational and marketing expenditures.
It recognizes the importance of cost control for gaining competitive advantage in the industry and operating in a more profitable way. Therefore, the low cost leadership is one of the major business level strategies the Coca-Cola Company has been pursuing since its incorporation.
Although the Coca-Cola Company has a wide array of products, there is high level of standardization in their manufacturing processes, packaging, and marketing. The company uses focus strategy in both low cost and differentiation dimensions.
For its focused low-cost strategy, it has defined a specific line of beverage products through which it can target a specific market and achieve low cost by manufacturing these products under highly efficient manufacturing processes. For example, its top most favorite brand, Coca Cola is manufactured and promoted under focused low cost strategy.
Coca-Cola is sold in more than countries of the world, but has slight variations in its taste, flavor, and ingredients. The company produces its Coke for every target market at a large scale in order to achieve low cost leadership in that market. It keeps that target market under complete focus while designing its marketing campaigns and selecting distribution networks so that it can serve the potential consumers from that market in the most effective and efficient way The Coca-Cola Company, The Coca-Cola Company's products are recognized for their unique taste and value proposition.
If the company keeps on bringing innovation its products according to the changing consumer needs, it will be able to differentiate itself from its competitors in the long run. The Coca-Cola Company has adopted a differentiation strategy because it can give strategic benefits if its products succeed in developing their strong brand image in the consumers' mind.
The Coca-Cola Company invests a huge amount on its business expansion projects in all the six operating regions of the world. It is currently present in more than countries which is a big depiction of its focus on growth strategies.
Being a large scale corporation, the Coca-Cola Company has to use different types of growth strategies in different situations and for varying needs of its business operations. For example, whenever it aims to target new consumers, introduce new products, or enter new geographical locations, it pursues a horizontal growth strategy.
On the other hand, if it invests in its own supply chain as a part of cost-leadership strategy, it is basically focusing on vertical growth.
The Coca-Cola Company has developed its own supply and distribution system in various potential markets of the world which largely helps it in controlling the heavy manufacturing and distribution costs.
Moreover, the company has used diversification strategy various times in its history.
It was founded as a soft drink manufacturer; but with the passage of time, it entered into various related industries like mineral water, soda, tea, coffee, fruit juices, etc. The Coca-Cola Company, These diversification strategies have increased its business portfolio and enabled it to compete with the top brand in all these industries.
Sometimes, the Coca-Cola Company has to suspend its growth strategy and take a stand on its current market position. The company uses this strategy when it feels that growth strategies are not a feasible choice in the presence of unfavorable economic circumstances or some internal issues.
The Coca-Cola Company uses retrenchment strategy for those business units where it observes no or little growth during a definite period of time.
Among all these corporate level strategies, the growth strategies are giving the biggest competitive edge to the Coca-Cola Company. By pursuing continuous growth in its operations, business network, and product lines, the company is able to compete with the top industry rivals in the most competitive and profitable way.
Growth strategies not only strengthen its market position in the Global industry, but also help it in achieving its strategic objectives through business level strategies, like cost leadership, differentiation, etc.The Coca Cola Company has a very rich history and spread over the world, the study in this report specially the particular SPACE matrix tells us that Coca Cola Company should pursue an aggressive strategy.
The Coca‑Cola Company has always been a creator of refreshing beverage brands. Today, our expansive portfolio includes more than brands, including sparkling beverages, juices and juice drinks, coffee, tea, sports drinks, water, value‑added dairy, energy and enhanced hydration drinks.
Coca Cola (henceforth CC) is the most recognisable brand name in the world; with further accolades for the company including owning 4 of the world’s top 5 brands, and currently operating in just over countries. Coca Cola is a classic example of how to do diversification, with a standing commitment to exploring new ideas and growing product diversity that, even in a world when people are so virulently anti-sugar, the Coca Cola brand is still largely adored.
Marketing strategy of Coca cola – Coca cola marketing strategy September 8, By Hitesh Bhasin Tagged With: Marketing strategy articles Coca Cola is world’s leading soft drink maker and operates in more than countries around the world.
“I just look at the amount of investment the company has put in me,” says Amit Tibrewal, Coca-Cola’s vice president for business development in Hong Kong, who is in this year’s Keough cohort.