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Copy of Coca Cola Company.A

International management plan
by

Allen Wang

on 12 June 2015

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Transcript of Copy of Coca Cola Company.A

COMPANY DESCRIPTION
Headquartered in Atlanta, Georgia
Beverage retailer, manufacturer, and marketersdsdsd
Offers 500+ brands and has 3500+ beverages
200+ countries
125 years in business
139,600 worldwide
employees
49 consecutive years
with increased revenue
MISSION
AND VISION
STATEMENT
“At The Coca-Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference.”
PEOPLE
PORTFOLIO PARTNERS
PLANET
PROFIT
PRODUCTIVITY
COMPANY HISTORY
Dr. John Stith Pemberton created the first syrup on May 8, 1886
Asa Griggs Candler was given the rights to Coca-Cola for $2300
Sold bottling rights to Joseph Whitehead and Benjamin Thomas for one dollar
Began expanding in 1923
Roberto Goizueta became CEO in 1981 and used "intelligent risk
taking" to expand
Entered new markets and
brands during the 1990s
for further growth
Universal product
MAJOR
CHALLENGES
Health Issue

Environmental Effects

Business Ethics

Cola War
KEY PERSONNEL
INTERNATIONAL OPERATIONS
SUSTAINABILITY, AGRICULTURAL ADVOCACY, SPONSORSHIP, WORLDWIDE LEARNING
Haiti Hope Project

Plant Bottle Packaging debut

Water Sanitation Efforts in Niger

Energy Management Devices/Cooling Techniques
MARKETING VIA GLOBAL PARTNERSHIPS
Mobile Marketing
Olympic Games
FIFA World Cup
Music artists
Community Outreach
“Happy Truck”
“Expedition 206”
COCA-COLA IN CHINA
38 Bottling Plants

2 Concentration Plants
MOST
POPULAR BRANDS
Coke Zero
Vitamin Water
Minute Maid Pulpy
Minute Maid Pulpy Super Milky
Yuan Ye
REGIONAL
UNITS
Coca-Cola Beverages (Shanghai) Ltd.
Coca-Cola China Ltd.
Coca-Cola Far-East Ltd.
MAIN
BOTTLERS
Swire Beverages
COFCO Coca-Cola Beverages Ltd.
Coca-Cola China Industries Ltd.
Only international company that has sponsored four of the biggest public events in China’s history.
2007 Shanghai Special Olympics
2008 Beijing Olympic Games
2008 Beijing Paralympics Games
2010 Shanghai World Expo
MAIN COUNTRIES
GLOBAL BRAND
SWOT ANALYSIS
STRATEGIES
STRUCTURE & ORGANIZATION
FOREIGN DIRECT INVESTMENT
CULTURE
RECOMMENDATIONS
CONCLUSIONS
DSD

Geographic Operational Groups

Restructured in 2009
3 MAIN ENTITIES
Corporate
Bottler
Customer
Higher Power Distance
Higher Uncertainty Avoidance
Historically Masculine
Individualist
HOFSTEDE'S CULTURAL VALUE DIMENSIONS
Well-oiled Machine (Germanic)
Village Market (Anglo/Nordic)
Carbonated (Sparkly) Drink Producer
#1
#2
Sports Drink Producer
#3
Bottled Water Producer
Started globalizing in the 1890s, first branching out to Cuba and Canada
Overseas Sales = 2/3 of Coca Cola’s Revenue, ¾ of operating income
Manufacturing & Bottling
20 plants overseas manufacture beverages
300 bottling subsidiaries
Mainly enters into partnerships overseas instead of Greenfield ventures to protect its licensing and its secret formulas

In 2006, Coca Cola-owned bottling subsidiaries brought together under the Bottling Investments operating group

Most bottling subsidiaries locally owned
RISKS
Political
Financial
Social
Brazil
China
India
South Africa
Corruption
Terrorism
Corruption
Slowing
Growth
Economic
Slowdown
Caste
System
Popular
Dissent
Corruption
Large Debts
Economic Slowdown
Poor
Infrastructre
Human Rights
Dissent
Security
BOTTLING
SUBSIDIARIES
Form committees to create proposals for subsidiaries
Create standard ethics codes
Create incentives
Health Drinks
& New Flavors
Invest in R&D
Coca Cola “ambassadors” to gage response
REGIONAL AND TRANSNATIONAL STRATEGIES
“Glocal”
Strategy
Think Globally,
Act Locally
Roughly 300 Bottling Partners
Hub
Strategy
Assume control of more bottling subsidiaries
Invest more in research and development
Develop more health conscious products
Adopt more locally responsive flavors of drinks
Muhtar Kent
Chairman of the Board,
CEO
Alexander B. Cummings Executive Vice President, Chief Administrative Officer
Gary P. Fayard
Executive Vice President, Chief Financial Officer
John M. Farrell
Vice President,
Chief Strategy Officer
Chris Fisher
Holly Lobprise
Annie Nam
Brittni Ping
Full transcript