Swot Analysis: The Coca Cola Company

1828 words - 8 pages

An important aspect of The Coca-Cola Company’s vision is to “Be the Brand,” inspiring creativity, passion, optimism, and fun (The Coca-Cola Company, 2014). Marketability is a key ability of businesses, and Coca-Cola markets itself very effectively. TCCC does this by not solely marketing its products, but its lifestyle as well. Despite changes in its products over time, the company maintains its timeless Coke bottle, motto to “Have a Coke and a smile,” unchanging logo, and other iconic images, and therefore benefits from its status as a known and trusted brand throughout the world. In conjunction with its strong marketing strategies, Coca-Cola delivers on another principle ability of business - the reliability and consistency of its products. One can go to the Coca-Cola time and time again for its product with little variance (B. Heuser, personal communication, January 14, 2014). Receiving accolades such as “Marketer of the Year,” Coca-Cola is extremely recognizable around the world, and while its products may change over time, the “theme of celebration” never does (Bloomberg TV, 2012). Marketability and reliability, two crucial abilities of an international business, serve as a foundation for Coca-Cola’s success in other areas.
TCCC also draws upon its strength as a sustainable brand in terms of both durability and “green-ness.” Founded in 1892, Coca-Cola, who claims that its mission is “enduring,” has followed through on sustaining its mission and profitability over time, asserting its durability as a company. The company continues to assert its relevance, staying true to its mission of “achieving sustainable, quality growth” (The Coca-Cola Company, 2014). In addition to its durability, Coca-Cola has taken on many environmental initiatives. From 2004 to 2012, TCCC reduced its total waste to landfill by 58 percent and recycled 85 percent of production waste. In addition, most of Coca-Cola’s PET plastics are reused in producing new bottles, which are 16 percent lighter than they were in 2004 and consuming less raw material (Lambert, 2012).
Since its founding date, the Coca-Cola Company has also established a strong global footprint in more than 200 countries worldwide, with an emphasis on emerging economies. According to Coca-Cola (2013), finished beverage products bearing the Coca-Cola trademarks are now sold in practically every country. The large scope of TCCC allows it to spread and ultimately minimize its business risk, and its specific focus on emerging countries helps the company to open itself up to possibilities for significant growth (Marketline, 2014). Aside from its strong presence in the industrial economies of North America and Europe, Coca-Cola is well established in Asia’s emerging economies, and is committed to expanding its business there, as well as in other developing regions. In 2011, the company stated that it would invest $2 billion in India over the next five years, $4 billion in China over the next three, and $3 billion...

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