1.

Introduction

The Coca - Cola Company is the world's largest beverages company, The Coca - Cola
Company markets four of the world's top five soft drink brands Coca Cola, diets cokes, sprite
and fanta. And now currently the company has offered two new products in his markets,
sprite 3G and fanta Citrus. Sprite 3G is doing it's business successfully and meeting the
expectations of the management by capturing markets share of Dew quickly but on the other
hand the second newly introduced product is not meeting the expectations and still struggling
to find out a proper place in the market but it is expected that the company may stop it's
production of this product in near future. Their beverage offerings encompass nearly 400
brands, including coffees and teas, juices and juices drinks, sports drinks and waters as well
as carbonated soft drinks, with operations in more than 200 countries, they have a diverse
workforce of approximately 50,000 individuals. Together with their subsidiaries and bottling
partners, they thrive to be an integral and contributing member of each of the communities
where they operate.

The Coca - Cola Company is the world leading manufacturer, marketer, and distribution of
nonalcoholic beverage concentrates and syrups, with world headquarters in Atlanta, Georgia.
The company and it's subsidiaries employ nearly 31,000 people around the world. Syrups,
concentrates and beverages bases for Coca - Cola, the company's flash ship brand, and over
230 other company soft drink brands are manufactured and sold by the Cola company and it's
subsidiaries in nearly 200 countries around the world.

2. Company Background

Coca cola was founded in 1886 by John S. Permberton in Atlanta, Georgia. The initial
product was a syrup Pemberton created and mixed with carbonated water to produce what we
now know as Coca - Cola. Asa Griggs candler acquired the company in 1892 and played a
pivotal role in it's expansion and marketing strategies.

Throughout the 20th century, Coca - Cola grew exponentially, introducing iconic advertising
campaigns, such as " The pause that refreshes " and it's the real thing, which helped solidify
it's brands identity and global recognition.

Over the years, the company diversified it's product line, introducing other popular beverages
like sprite, fanta, and Diet coke. Today, Coca - Cola operates in over 200 countries, offering a
wide range of beverages to meet consumer preferences worldwide.
 3. The Case Presentation and Analysis

Case Presentation :

Background : Coca - Cola, founded in 1886, has grown to become one of the world's leading
beverages companies, with a portfolio that in includes more than 500 brands.

Challenges : Despite it's strong global presence, Coca - Cola faces challenging such as
changing consumers preferences towards healthier beverages, regulatory pressures on sugary
drinks, and increasing competition from both established players and new entrants.

Analysis :

1. Strengths :

. Brands Equity : Coca -Cola has a strong brand presence and is recognized globally.

. Diverse Portfolio : with a wide range of products, Coca - Cola caters to various consumers
preferences.

. Global Distribution Network : The company has an extensive distribution network,

ensuring it's products are available almost everywhere.

2. Weaknesses :

. Dependency on Carbonated Drinks : Most of Coca - Cola revenue comes from

carbonated drinks, making it vulnerable to shifts in consumer preferences.

. Perception Issues : Sugary drinks have faced criticism due to health concerns, affecting the
brands images.

3. Opportunities :

. Health and Wellness Trend : There's a growing demand for healthier beverage options,
presenting an opportunity for Coca - Cola to diversity it's products offerings.

. Emerging Markets : Expanding into emerging markets can define growth, as these regions
have a growing middle class with increasing disposable income.
4. Threats :

. Health Regulations : Governments worldwide are implementing regulations on sugary

drinks, potentially impacting sales.

. Competition : The beverage industry is highly competitive, with new brands and healthier
alternatives entering the markets.

a. The Situation

Coca - Cola is one of the world's most recognizable brands, known for its carbonated soft
drinks. As of my last update in 2022, the company has faced challenges due to changing
consumer preferences towards healthier beverages and concerns about sugar intake. In
response, Coca - Cola has been diversifying it's products portfolio, introducing more low -
sugar and sugar - free options, as well as expanding into other beverages categories like
bottled water, teas, and juices. They also continue to inverts in marketing And innovation to
maintain their market leadership.

b. Statement of the Problem

1. Coca - Cola is the shift in consumer preferences towards healthier beverage options.
There's an increasing demand for drinks with lower sugar content and natural ingredients,
which challenges the popularity of traditional sugary sodas. This trends has led to a decline in
sales for some of Coca - Cola flagship products.

2. There are growing concerns about environmental sustainability, prompting consumers to

seek brands that prioritize eco - friendly practices. Coca - Cola has faced criticism for its use
of plastic bottles and it's environmental impact, which has put pressure on the company to
improve it's sustainability efforts.

3. The competitive landscape in the beverage industry is intensifying with new entrants and
innovative start ups offering alternative drinks. This competition requires Coca - Cola to
adapt quickly, innovate, and diversity it's product offerings to stay relevant and maintain its
market share.

c. Objective

1. Coca - Cola as a global beverage company, is to refresh the world, inspire moments of
optimism and happiness, and create value and make a difference everywhere they operate.
2. They aim to achieve this through their wide range of beverages.

3. Marketing strategies, and commitment to sustainability and community engagement.

d. Areas of Consideration

1. Markets Trends : Understanding consumer preferences, market dynamics, and emerging

trends to adapt it's product portfolio accordingly.

2. Sustainability : Focusing on environmental sustainability by reducing water usage,

recycling packaging, and promoting eco - friendly initiatives.

3. Quality and Safety : Ensuring the highest standards of quality and Safety in it's products
through rigorous testing and compliance with regulations.

4. Innovation : Continuously innovating and introducing new products to meet changing

consumer demands and preferences.

5. Marketing and Branding : Developing effective marketing campaigns to build and

maintain brand loyalty and awareness globally.

6. Supply chain Management : Efficiently managing it's global supply chain to ensure
product availability, minimize costs, and reduce environmental impact.

7. Community Engagement : Engaging with local communities through various initiatives,

sponsorships, and corporate social responsibility programs to build goodwill and support.

8. Regulatory Compliance : Adhering to local, national, and international regulations and

standards in all aspects of it's business operations.

e. Alternative Courses of Action

1. Product Diversification : Introducing new beverage products or expanding into other

related categories like snacks or health drinks.

2. Sustainable Packaging : Implementing more sustainable packaging solutions to reduce

environmental impact.

3. Healthier Options : Developing and promoting healthier beverage options to cater to

health - conscious consumers.
4. Digital Transformation : Investing more in digital marketing, e - commerce, and
technology to enhance customer engagement and sales.

5. Global Expansion : Exploring new markets and regions to increase the brands global
footprint.

6. Partnerships and Collaborations : Forming strategic partnerships with other companies

or brands to create innovative products or marketing campaigns.

7. Focus on ESG ( Environmental, Social , and Governance ) Goals : Aligning business

strategies with sustainability and social responsibility and social responsibility objective to
build a positive brand image.

f. Recommendations

1. Classic Refreshments : Enjoying it chilled straight from the bottle or can.

2. Mix it up : Use Coca - Cola as a mixer for cocktails like rum and coke or Jack and coke.

3. Pairing : Pair it with your favorite snacks, like popcorn or nachos, for a tasty treat.

4. Dessert ingredient : Use it in recipes like Coca - Cola cake or Coca - Cola glazed ham for
a unique flavor twist.

5. Floats : Make a classic coke float by adding a scoop of vanilla ice cream to your glass.

g. Conclusions

Coca - Cola is a globally recognized beverage company known for its iconic soda. Over the
years, it has expanded it's product line to include various drinks like bottled water, juices, and
teas. Despite facing challenges related to health concerns over sugary drinks and
environmental issues regarding packaging, Coca - Cola remains a dominant player in the
beverage industry. It's brand recognition, marketing strategies, and global Distribution
Network contribute to its enduring success.
Iv. Reference

1. "2023 Annual Report (Form 10-K)". U.S. Securities and Exchange Commission.
February 20, 2024. Retrieved February 21, 2024.
2. ^ "2023 Proxy Statement". U.S. Securities and Exchange Commission. March 10,
2023. Retrieved October 19, 2023.
3. ^ "The Story of Coca-Cola: A Successful Franchising Strategy". Prestige Franchising
Limited. April 27, 2017. Retrieved November 30, 2020.
4. ^ Merced, Michael J. de la (February 25, 2010). "Coke Acquires North American
Unit of Bottler (Published 2010)". The New York Times. ISSN 0362-4331.
Retrieved November 30, 2020.
5. ^ Boville Luca de Tena, Belén (2004). The Cocaine War: In Context: Drugs and
Politics. Algora Publishing. pp. 61–62. ISBN 978-0-87586-294-1.
6. ^ Garrett 1969, p. 121.
7. "Where did Coca-Cola really come from? Company responds to surprising
rumor". TODAY.com. Archived from the original on September 7, 2018.
Retrieved September 6, 2018.
8. ^ Jump up to:a b Pendergrast, Mark (2013). For God, Country, and Coca-Cola: The
Definitive History of the Great American Soft Drink and the Company That Makes It,
3d ed. New York: Basic Books.
9. ^ Jump up to:a b c "What Coca-Cola's Marketing Blunder Can Teach Us About
America". Time. Archived from the original on August 21, 2018. Retrieved September
6, 2018.
10. ^ "7 strategies Coca-Cola used to become one of the world's most recognizable
brands". Business Insider. Archived from the original on September 7, 2018.
Retrieved September 6, 2018.
 TABLE OF CONTENTS

TITLE PAGE

I. COVER PAGE 1

Ii. TABLE OF CONTENTS 2

Iii. CASE STUDY ANALYSIS

A. Introduction 3

B. Company Background 4

C. The Case Presentation and Analysis 5

1. The Situation 5

2. Statement of the Problem 7

3. Objective 7

4. Areas of Consideration 7

5. Alternative Courses of Action 9

6. Recommendations 11

7. Conclusions 12

IV. REFERENCES 14
COLLEGE OF ENTREPRENUERSHIP

ENTREPRENEURIAL
MARKETING STRATEGIES
COCA-COLA COMPANY

Submitted by:

CARREN T. SABEJON
BS-ENTREP 3A

Submitted to:

MA’AM MAE OCO

Instructor