Содержание
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Group 5 By: Jennifer Eccles, Scott Addison, Clint Chapman, Lauren Sterna, Collin Gillaspie, and Craig Crowell Group 5 Jennifer Eccles, Scott Addison, Clint Chapman, Lauren Sterna, Collin Gillaspie, and Craig Crowell
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History of Coca-Cola
John Pemberton created the first soft drink in the United States in 1886 in Atlanta, Georgia John Pemberton was a pharmacist in Atlanta He stirred up a fragrant, caramel-colored liquid When it was done he took it to Jacobs’ Pharmacy and sold it for 5 cents a bottle
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Company Mission and Vision
Mission: To refresh the world.. To inspire moments of optimism and happiness.. To create value and make a difference Vision: 2020 Vision: It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners
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Vision
Steps to accomplish sustainable and quality growth: People: Be a great place to work where people are inspired to be the best they can be Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value
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Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities Profit: Maximize long-term return to shareholders while being mindful of our overall responsibilities Productivity: Be a highly effective, lean and fast-moving organization Our winning culture makes the 2020 vision possible.
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Company Goals
BeverageBenefits Invest more than $50 million in research by 2015 ActiveHealthyLiving Support at least one physical activity program in every country in which we operate by the end of 2015 Community Give back at least 1% of our operating income annually to help develop and sustain communities around the world. Energy Efficiency and Climate Protection Grow our business, but not our system wide carbon emissions from our manufacturing operations through 2015, compared with a 2004 baseline
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Sustainable Packaging Recover 50% of the equivalent bottles and cans used annually by 2015 WaterStewardship Replenish to nature and communities an amount of water equivalent to what is used in our finished beverages by 2020 Workplace Achieve a 98% performance level for Company-owned and -managed facilities upholding the standards set in our Workplace Rights Policy by 2015
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Company Values
Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well
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External Analysis: Specific Environment
Current Rivalry Among Firms Main competitors are PepsiCo, Dr. Pepper Snapple Group, and Walmart (Sam’s Choice) Leader in Industry Brand Loyalty Potential Entrant Opportunities Large capital requirements No potential entrants Bargaining Power of Buyers Very low power
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Bargaining Power of Suppliers Limited suppliers due to three dominant companies in industry Few suppliers, more power Substitute Products Fruit drinks, energy drinks, sport drinks, and bottled water Becoming more popular with more health/ weight issues
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External Analysis: General Environment
Economic Opportunities Bad economy, but good for beverage industry Soft drinks can be small luxury items Economic Threats With bad economy had to stop or slow down production to make up for losses Demographic Opportunities Younger generation Demographic Threats Marketing to younger generations
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Sociocultural Opportunities Diverse products Sociocultural Threats Marketing in diverse countries Political- Legal Opportunities Introduction of “slim can” Political-Legal Threats Government regulation of soft drinks and children
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Technological Opportunities “Smart” Vending Machine Plastic rather than glass Technological Threats Labeling process under scrutiny by FDA Amount of Lycopene
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Revenue Trend Analysis
Coca-Cola’s revenues have been steadily increasing. This can be due to many factors such as: Inflation Increased Sales Acquiring new products
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Net Income Trend Analysis
Along with revenues, net income has also been steadily increasing. This can be due to the same factors as revenue, and also a decreased cost of goods sold and a decreased selling and administrative expenses.
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Important Ratio’s
Liquidity Ratio – 1.166 Ease of meeting short term obligations Profit Margin – 33.63% For every dollar in sales, Coke takes in about .33 cents in retained earnings. Return on Equity – 38.09% For every dollar that investors invest, Coke generates about .38 cents in profit.
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Financially Compared to the Industry
Coke Inventory Turnover – 13.25 Industry – 10.26 Coke has a higher inventory turnover because of higher demand for products. Coke Profit Margin – 33.68% Industry – 6.67% Cokes generates about 5 and a half times more profit, which highly exceeds the industry profit margin. Return on Equity – 38.09% Industry – 14.05% Our investors dollars go further in our company than they would in a competitors company.
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Market Performance
Responsible Marketing Policy Coke does not market to an audience that is 35% children under 12 years of age. This applies to all areas of marking from TV commercials to internet advertisements. “Kurt the Crate” Germany Inspires consumers to buy a variety of Coke products and transport them in a reusable crate.
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Marketing Performance
Successful marketing has lead to: More than 500 sparkling and still beverages Company portfolio includes 15 billion dollar brands such as: Diet Coke, Fanta, Sprite, Coke-Zero, & more. Marketing territory is in more than 200 countries Serving beverages at a rate of 1.7 billion per day
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Human Resources
Exciting job areas such as: Aviation Because Coke marketed in over 200 countries, Coke employs company pilots to fly up scale private planes. Innovation Opportunity to create the next best thing And much more common career areas.
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SWOT Analysis
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Key Success Factors
Success depends on the amount of brand loyalty and the amount of advertising. The more a company advertises the more revenue it receives. It works in a cyclical process and each is dependent on the other. New products need large amounts of promotion so that the public is informed about the product. Market share gained by one competitor is given up by another.
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Cost Position of Coca-Cola
Coca-Cola products sell at a premium compared to other soft drinks. Although the premium is marginal in the eyes of consumers, it makes a large difference from a corporate standpoint. It is rumored that Coke products will increase in the near future due to rising commodity costs, like corn, because Coke uses high-fructose corn syrup as a sweetner.
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Economic Characteristics
Growth Rate shown to have increased by 19% in 2007 Unit Case Volume Growth increased by 6%, growing from $24,088 to $28,857 Net Operating Growth increased by 20% from $6,308 to $7,552 Operating Income Growth was 15% from $5,080 to $5,981 (All Above Numbers In Millions)
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Ease Of Entry Into Industry
Very low, but not impossible High overhead and starting costs No patents for producing carbonated beverages Ex. Wal-Mart
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What Forces Drive Change in Industry
Environmental Sustainability Competition Innovation
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Strongest/Weakest Competitive Position in Market
Coke at approximately $164,400,497 Pepsi at $127,598,367 Dr. Pepper group $10,727,926 (Numbers in Thousands)
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Competitive Forces within Industry
Brand Name loyalty Substitutes New Entrants Suppliers
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Keys to Success
Marketing(right demographics and message) Philanthropy Innovation(Freestyle, Flavors)
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Future Products
“Cokes with a Kick!” Captain Morgan and Coke Smirnoff and Coke Jack and Coke
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Marketing
Marketing “Coke with a Kick!” Men’s Magazines Liquor Stores End Caps Posters Late night TV
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