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In order to survive and perform successfully within a highly competitive industry, Coca cola has been able to utilize various corporate and business strategies to align each business unit’s objective and goals and act as one whole company. By doing so, the company can combine and employ their resources in a more efficient manner.
1. Fahad Mohd Nafiz MBA 06817985
2. Md. Shahab Uddin MBA 06817995
3. Md.Motaher Raihan MBA 06617720
4. Mohammad
Saifur Rahaman MBA06818009
5. Jannatunnesa Eva MBA06817967
1. Coca-Cola was made for the cure of headache and other illnesses.
2. Coca-Cola is the most recognized word in the world after Okay.
3. Only 9 Sales for the first year were only $50
4. 9 servings of the soft drink were sold each day
5. Now days numbers of coke bottles sold each day 1.8 billion.
Mission
Vision
1. To refresh the world.
2. To inspire moments of optimism and happiness.
3. To create value and make difference
1. People
2. Portfolio
3. Partners
4. Planet
5. Profit
6. Productivity
There was 4 different CEO's from 1980 to 2008. Each CEO's faced similar problems, that is in human behavior and market competitions.
1. Served as CEO from 1980 to 1990.
2. One-Size-Fit-All strategy was introduced, and was successful.
1. Served as CEO from late 1990 to 2000.
2. Used same strategy as Roberto Goizueta "One-Size-Fit-All", but failed, due to competition in the market.
1. CEO from 2000 to 2004
2. Used new strategy, gave more power to local manager because he thought strategy, product, development, and marketing should be tailored to local needs.
3. This strategy failed to meet company's expectations.
1. Served as CEO from 2004 to 2008.
2. Combined both Goizueta and Daft’s strategy and leveraging good ideas across nations (Strategic Alliance).
3. His strategy worked for the company very well, and also helped to boost the sales for the new product.
One size fit all is a description for a product that would fit in all instances. The term has been extended to mean one style or procedure would fit in all related applications.
The Strategic Alliance refers to the agreement between two or more firms that unite to pursue the common set of goals but remain independent after the formation of the alliance.
Global Strategy, globalization is the key concern of Coca-Cola. The company has a total control in cost pressure, so the cost pressure is low. Therefore, Coca-Cola can operate under the Multidomestic Strategy.
Coca-Cola certainly knows how to be successful global marketing. At over a century old, Coke remains an industry leader both in product sales and marketing. The following are some of the keys to the iconic company’s way of doing:
Coca-Cola has remained consistent when communicating one strong and effective message: pleasure. Enduring, simple slogans such as “Enjoy”, and “Happiness” never go out of style and translate easily across the globe.
Coca-Cola understands that it must find a way to speak to consumers at a more personal, localized level.
Each country’s offerings are customized to its local culture and language, with the most popular names of each region printed on cans and bottles in place of the company’s moniker.
This campaign is the perfect example of effectively applying a localized positioning strategy to a global market.
Social media is one of the fastest-growing tools for effective international marketing, giving companies the ability to reach consumers on a worldwide level through a single platform.
There were over 125,000 posts about the campaign in just one month after it launched in the United States.
Coke aims to sell consumers the experience and lifestyle associated with its brand. For example, Coke recently unveiled a new packaging campaign where they individualized 2 million bottle designs. AdWeek writer Tim Nudd writes, “The resulting product conveys to ‘Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles,’ said Alon Zamir, VP of marketing for Coca-Cola Israel.” Though the products may vary, the experiences they are selling – happiness, friendship – are universally shared and understood.
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Coca-Cola official website: http://www.thecoca-colacompany.com/ourcompany/leadership.html
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Quick MBA Strategic Management 2009, Hierarchical Levels of Strategy [online]. Available at URL: http://www.quickmba.com/strategy/levels/ [Accessed 27 February 2019].
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