American International University-Bangladesh (AIUB) Supervised By: Salam, Redwan Faculty – Faculty – School School of Business
Submitted By: Name Ayon, Injamamul Haque Jishad,Mouly Shaleheen Khan,Kamal Yusuf Mostofa,Rabeya Biswas,Animesh
ID 11-18695-1 11-18797-1 11-18411-1 10-17502-3 11-18760-1
Section: J Date of submission 28 February 2013
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Letter of transmittal
Date: 9 th February, 2013 To, Salam, Redwan Course Instructor Global Trade American International University-Bangladesh Subject: Submission of the repor t on ―A ―A case study analysis of a global globa l company that is working in Bangladesh‖. Bangladesh‖. Dear Sir, We are pleased to submit to you the assignment on “ A case study analysis of a global company” that you have assigned us to prepare on the course “ Global Trade”It was a worthwhile experience for us to prepare this case. At the time of preparation of this case analysis we have got an opportunity to know the various aspects of global company which are working in Bangladesh. We thank you for assigning us such an interesting work and for your all through cooperation. We will be available for any clarification regarding the contents o f the report. Sincerely yours,
Ayon,Injamamul Haque
…………………………….. …………………………… .. Mostofa,Rabeya
…………………………….
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Jishad, Mouly Shaleheen
Khan,Kamal Yusuf
………………………….. …………………………..
…………………………… ………………………… …
Biswas,Animesh
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Acknowledgement
At first, we take the opportunity to thank The Almighty. Then we express our thanks to our department and authorities for granting us such opportunity in this level. We are very pleased to accomplish the assigned task given by our revered course instructor Salam, Redwan. While completing this report we faced different problems such as shortage of time,
information regarding the subject. But we have been able to overcome the problems with direct and indirect assistance from our course instructor. We are really thankful to hi m Above all, we have to thank the people who provided us with valuable Information, gave us their valuable time and helped us in every way possible.
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Executive Summary This report is based on the Coca Cola company . This is one of the most leading global company that is also working in Bangladesh. In this report we try to find out the existence, working process and also others details. As the world’s largest beverage producer, Coca Cola sells its products in more than 200 countries worldwide. The Coca-Cola system is not a single entity from a legal le gal or managerial perspective, and the Company does not own or control all of our bottling partners. While many view our Company as simply "Coca-Cola," "Coca-Cola," our system operates through multiple local channels. Our Ou r Company manufactures and sells concentrates, beverage bases and a nd syrups to bottling operations, owns the brands brand s and is responsible for consumer brand marketing initiatives. Coca-Cola, in fact, has now become one of the most famous and widely consumed brands in the world. It has not only onl y established its footings in the beverage industry but is currently heading the list of the most financially sound companies in the world.
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Table of Contents
Subject
Page
Letter of transmittal
2
Acknowledgement
3
Executive Summary
4
Chapter 1 Chapter 2
Chapter 3
Chapter 4 Chapter 5 Chapter 6
Chapter 7
Chapter 8 Chapter 9
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Introduction History Mission Visions Values Statistics Profitability Number of Branches in Worldwide Number of Products Employees Coca cola Strategic operations
6 6 7 7 8 9 10-11 12-15
General Rules Of Ethics
18
Coca cola marketing strategies
19
Comparison Graph With Pepsi Reasons for being successful Brand Success/ Achievements of Coca-cola CSR Cocacola & Bangladesh Conclusion
20
16 17 18
21-23 24 25 26 27
Introduction
The Coca-Cola Company (herein known as Coke) possesses one of the most recognized brands on the planet. It sits firmly atop Business Weeks annual list list of top-100 global brands by dollar value ($67.3 billion), beating out the likes of Microsoft, IBM IBM and General Electric.
History It is through this brand recognition that the company has h as been able established itself as an icon of Americanism as it spreads its cult image to the rest of the world. Coca-Cola laid the foundation of o f the beverage industry when it was formed in May 1886 in Atlanta. However it was not until 1895 that the idea of selling coke in bottles bo ttles was introduced. With the passage of time Coca-Cola gained popularity and its product began to get recognized internationally. Thus from its mere beginning in 1886 Coca-Cola has now been transformed into a strong multinational with its product being currently recognized al l over the world. Coca-Cola, in fact, has now become one of the most famous and widely consumed brands in the world. It has not only established its footings in the beverage beverage industry but is currently heading the list of the most financially sound companies in the world. Coca-Cola debuted d ebuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five-cent noncarbonated beverage. Later on, the carbonated water was added to the syrup to make the beverage that we know today as Coca-Cola. In the mid-1970, more than half Coca-Cola sold was outside of the U.S. Coca-Cola products outsell closest competitor by more than two to one. One in every two cola and one in every three soft drinks is a Coca-Cola product. The best-known trademark in the world is sold in about one hundred and forty countries to 5.8 billion people in eighty different languages. This is why Coca-Cola is the largest soft drink company in the world. For more than 65 years, Coca-Cola has been a sponsor of the Olympics. Advertisements for Coca Cola started on the radio in the 1930s and on the television in 1950. Currently Coca-Cola is advertised on over five hundred TV channels around the world.
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Mission Coca cola’s roadmap starts with mission, which is enduring. It declares the purpose as a company compan y and serves as the standard against which they weigh their actions and decisions. The Coca-Cola mission statement declares the company’s purpose and serves as a s the standard in which actions and decisions are made, and includes three parts. These are
―To refresh the world‖, ―To inspire moments of optimism and happiness‖, and ―To create value and make a difference
Visions:
Our vision serves as the framework for our Roadmap and guides every aspect of o f our business by describing what we need to accomplish in order to continue achieving sustainable, qualitygrowth. qualitygrowth.
People: Be a great place to work where people are inspired to be the best they can be.
of quality beverage beverage brands that anticipate and satisfy Portfolio: Bring to the world a portfolio of quality people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable
communities.
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Values: Live Values
Coca cola values serve as a compass for their actions and describe how they behave in the world.
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
their brands Diversity: As inclusive as their brands
well‖ Quality: ―What we do, we do well‖
Focus on the Market
Focus on needs of their consumers, c onsumers, customers and franchise partners
Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious
Work Smart
Act with urgency
Remain responsive to change
Have the courage to change course when needed
Remain constructively discontent
Work efficiently
Act Like Owners
Be accountable for their actions and inactions
Steward system assets and focus on building value
Reward their people for taking risks and finding better ways to solve problems
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Investments Policy: Cash Equivalents
Coca-Cola classifies time deposits and other investments that are highly liquid and have maturities of three months or less at the date of purchase as cash equivalents. Coca-Cola manages exposure to counterparty credit risk through specific minimum credit standards, diversification of counterparties and procedures to monitor credit risk concentrations. Short-Term Investments
Coca-Cola classifies time deposits and other investments that have maturities of greater than three months but less than one year as short-term investments. Investments in Equity and Debt Securities
Coca-Cola uses the equity method to account for investments in equity securities if investment gives Coca-Cola the ability to exercise significant influence over operating and financial policies of the investee. Coca-Cola includes proportionate share of earnings an d/or losses of equity method investees in equity income (loss) — (loss) — net net in consolidated statements of income. The carrying value of Coca-Cola's equity investments is reported in equity method investments in consolidated con solidated balance sheets. Coca-Cola accounts for investments in companies that Coca-Cola C oca-Cola does not control or accounts ac counts for under the equity method either at fair value or under the cost method, as applicable. Investments in equity securities are carried at fair value if the fair value of the security is readily determinable. Equity investments carried at fair value are classified as either trading or available- for-sale securities with their cost basis determined by the specific identification method. Realized and unrealized gains and losses on trading securities and realized gains and losses on available-for-sale securities are included in other income (loss) — (loss) — net net in consolidated statements of income. Unrealized gains and losses, net of deferred taxes, on available-for-sale securities are included in consolidated balance sheets as a component of 9|Page
accumulated other comprehensive income (loss) ("AOCI"). Trading securities are reported as either marketable securities or other assets in consolidated balance sheets. Se curities classified as availablefor-sale are reported as either marketable securities, other investments or other assets in consolidated balance sheets, depending on the length of time Coca-Cola intends to hold the investment. Coca-Cola's investments in debt securities are carried at either amortized cost or fair value. Investments in debt securities that Coca-Cola has the positive intent in tent and ability to hold to maturity are carried at amortized cost and classified as held-to-maturity. Investments in debt securities that are not classified as held-to-maturity are carried at fair value and classified as either t rading or available-for-sale.
Profitability: Profitability ratios measure the company's ability to generate profitable sales from its resources (assets).
Ratios
Gross Profit Margin
Operating Profit Margin
Net Profit Margin
Return on Equity (ROE)
Return on Assets (ROA)
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Ratios Gross profit margin
Description Gross profit margin indicates the
The company Coca-Cola Co.'s gross profit
percentage of revenue available
margin deteriorated from 2009 to
to cover operating and other
2010 and from 2010 to 2011.
expenditures. Operating profit margin
Net profit margin
A profitability ratio calculated as
Coca-Cola Co.'s operating profit
operating income divided by
margin deteriorated from 2009 to
revenue.
2010 and from 2010 to 2011.
An indicator of profitability,
Coca-Cola Co.'s net profit
calculated as net income divided
margin improved from 2009 to
by revenue.
2010 but then deteriorated significantly from 2010 to 2011.
ROE
A profitability ratio calculated as
Coca-Cola Co.'s ROE improved
net income divided by
from 2009 to 2010 but then
shareholders' equity
deteriorated significantly from 2010 to 2011.
ROA
A profitability ratio calculated as
Coca-Cola Co.'s ROA improved
net income divided by total
from 2009 to 2010 but then
assets.
deteriorated significantly from 2010 to 2011.
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Number of Branches in Worldwide:
Region North America
Country United States Canada (English) Canada (Français)
Latin America
Argentina Bahamas Belize Bolivia Brasil Caribbean Chile Colombia Costa Rica Dominican Republic Ecuador El Salvador Guatemala Honduras México Nicaragua Panamá Paraguay Perú Trinidad and Tobago Uruguay Venezuel
Europe
Austria Belgium Belgium Bosnia Bulgaria Croatia Czech Republic Denmark Estonia Finland France Germany
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Great Britain Greece Hungary Iceland Ireland Italy Latvia Lithuania Luxembourg Netherlands Norway Poland Portugal Romania Serbia Slovakia Slovenia Spain Eurasia
Azerbaijan Bahrain Belarus India Israel Kazakhstan Pakistan Palestinian Territories Qatar Russia Turkey Ukraine United Arab Emirates
Africa
Angola Botswana Congo Democratic Republic of Congo Djibouti Egypt Egypt Ethiopia Kenya Lesotho Madagascar Malawi Mauritius
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Mozambique Namibia Nigeria Rwanda Somalia South Africa Swaziland Tanzania Tunisia Uganda Zambia Zimbabwe Asia Pacific
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Australia Bangladesh French Polynesia Indonesia Japan Malaysia Maldives New Zealand People's Republic of China Philippines Republic of Korea Republic of Singapore Sri Lanka Taiwan Thailand
Number of Products:
Coca cola number of products in worldwide:
Aquapure
DANNON
Diet Vanilla Coke
Aquarius
DASANI
Dr Pepper
Bacardi Mixers
Delaware Punch
Evian
Bacardi Premium Mixers
diet Barq’ Barq’s
Fanta
Barq’ Barq’s
Diet cherry Coke
Five Alive
Barrilitos
Diet Coke/Coca-Cola light
Flavor Rage
Beverly
Diet Coke/Coca-Cola light with
Fresca
Bright And Early
Lime
Fruitopia
caffeine free Barq’ Barq’s
Diet Fanta
FUZE
caffeine free Coca-Cola
Diet Inca Kola
Georgia
caffeine free Coke light/Diet
Diet Mello Yello/Mello Yello
Glacéau smartwater
Coke
Zero
Gacéau vitaminwater
Campbells
Diet NESTEA
Glacéau vitaminwater zero
Cascal
llly
Gold Peak
cherry Coke
Inca Kola
H2OK
Chippewa
Java Monster
Hi-C
Citra
Juan Valdez
Honest
Coca-Cola
Krest
Mello Yello
Coca-Cola Zero
Lift
Mezzo Mix
Cumberland Gap
Master Chill
McCafe
Minute Maid
Master Pour
Minute Maid Enhanced
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Employees:
More than 700,000 associates create the Coca-Cola system. Each associate brings his or her unique talents and ideas to work every day to help the Coca-Cola system achieve the goals outlined in our 2020 our 2020 Vision. Associates also represent Coca-Cola in their communities and are ambassadors of our brands our brands to the world. Ensuring our associates are happy, happ y, healthy and treated fairly and with respect is at the core of our business philosophy and success. We strive to create open work environments as diverse as the th e markets we serve, where people are inspired to create superior results. We also aim to create environments where people are fully engaged and where the Company is viewed both internally and externally as an employer of choice.
Rewarding and Developing Employees:
Coca cola compensation and benefits packages benefits packages are among the best in the world, benchmarked against other global, high-performing employers. They also offer a variety of developmental opportunities for our associates, including Coca-Cola University, a learning program for high performers. Using the Peak Performance System, their performance management and development system, in tandem with more than 100 global people development forums, associates and their managers regularly discuss development, movement and succession plans around the world.
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Coca cola Strategic operations Coca Cola's Six Strategic Priorities
1. Accelerate carbonated soft-drinks growth led by b y coca cola .Coca Cola C ola leads with their strengths. Carbonated soft drinks remain their most profitable business and Coca Cola is the most popular brand in the world. This strategy paves the way for growth.
2. Selectively broaden our family of beverage brands to drive profitable growth. Enormous opportunity exists in categories such as juice and juice drinks, bottled water, teas, energy drinks, coffee and more.
3. Grow system profitability profitability and capability together with with their bottling partners .Coca Cola is a company of relationships, and one of our most important relationships is the one we share with our bottling partners. In 2003, those relationships became more profitable and productive.
4. Serve customers with creativity and consistency to generate g enerate growth across all channels. They Th ey will continually strive to increase growth for the customers' businesses, helping create a context for the company's growth.
5. Direct investments to highest-potential areas across markets. Coca Cola tailor their business app roach to the individual marketplace based on its stage of development. In In this way, we direct our investments in a way that makes the most business sense.
6. Drive efficiency and cost-effectiveness everywhere .By leveraging technology, creating alignment across business units and achieving economies of scale, we are able to operate with more efficiency.
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General Rules Of Ethics: 1. They have a loyal, respectful, diligent and honest conduct. 2. They recognize human dignity and we respect personal freedom and privacy. 3. They are under a moral obligation to respect and protect our personnel. 4. They do not discriminate anyone by their gender, marital status, age, religion, race, political opinions, social or economic status, pregnancy, language, ethnical origins, nationality, sexual preference or disability. 5. They condemn, forbid and report sexual harassment. 6. Through open communication and proper mechanisms implemented in accordance with the provisions set forth in this Business Code of Ethics, They promote and facilitate the detection of illegal practices and/or inappropriate conduct. 8. They prevent groundless allegations to an innocent person. 9. They do not engage in any activity intended to restrict trade or refuse to do business with customers or suppliers who share our ethical values and who have a solid reputation. 10. They comply with the anti-money laundering provisions enacted in the countries where we operate. 11. They do not comment (within our family or our society) about the activities we perform within the company or making any an y comments that may be detriment the company compan y or its personnel.
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Coca cola marketing strategies: s trategies: The company does not miss m iss any opportunity to associate its brand with mega meg a global celebrations and events. For example in 2010, at FIFA World Cup, Coke launched a new version of Somali-Canadian of Somali-Canadian K’Naan’s Waving Flag song. An event which was according to FIFA, the International Association of Football Association, Association, cumulatively watched by26 by26 billion people (64 matches). That was the largest activation in Coke’s Coke’s history. The song went viral through social media, TV commercials and was linked by the common thread of celebration. Common factors in Coke Branding have always been associated with the feeling of togetherness and joy. The company focuses on events such that connect people mainly by the following means: Happiness, Family, Culture, Sports and Music Since the company philosophy is to meet the level of sophistication of its consumers, Coca Cola has gone viral on social media as well. It has over 35 million fans on facebook (Pepsi with 6 million fans) and has over 405,000 Twitter followers (Pepsi 150,000 followers). According to recent statistics, Coke videos have been viewed over 34 million times. Recently Coca-Cola has pledged to recycle all clear cl ear plastic bottles collected at the London 2012 Olympic and Paralympic Games into 80 million new Coke bottles Coke bottles within six weeks of the closing ceremony. The company estimates that the recycling plan will account for one-fifth one -fifth of all consumer waste produced at game venues. Additionally and the company has also introduced a special white Coke can featuring images of polar bears and is touting it on Facebook. All this is fascinating and engaging, that is the Coke’s Branding and Marketing Strategy which has embedded Coke in the life of its consumer around the globe!
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Comparison Graph With Pepsi: Coca-Cola is one of the most recognizable brands around the globe. Having established a leading brand that fascinates consumers all over the world, Coca-Cola Coca-C ola is widely regarded as one of the most booming organizations having achieved huge branding success. Their main competitor is Pepsi. Pepsi. That’s why we have shown a graph to reveal the success by comparing with coca-cola.
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Reasons for being successful Brand: There are some effective reasons behind the success of coca-cola as the most recognized brand. These reasons are given below. Achieving Brand Reinvention
A key element of Coca-Cola's success can c an be certainly attributed to its branding strategies. Since 18 66 that it started its operations until today that is a powerful, globall y known corporation, the company's brand development development strategies constantly raise consumer interest and remain highl y competitive. Having achieved impressive brand loyalty through continuous reinvention of its brand and focus on brand enhancement, Coca-Cola is, without any doubt, the leading non-alcoholic beverage company in the world. Focusing on Consumer Sophistication
Its branding strategies focus on the changing market realities and consumer sophistication that requires different approach and brand redesigning. In the early years, the company focused on making the brand affordable, available and acceptable in the aim of establishing a brand that would be instantly recognizable and highly appreciated in consumers' minds. Over the years, and in an effort to adjust its branding strategies to the new consumer demands, Coca-Cola focused on building brand identity by offering value for price, differentiation to meet consumer preferences (preference), and pervasive penetration. Evaluating Consumer Response
Besides, the company constantly assesses consumer response to its brands in order to evaluate consumer perception and find out what consumers believe about its products. Consumers relate particular brands with particular symbols and promises that need to be met. Similarly, Coca-Cola is related to a particular level of customer satisfaction that is determined by the collective memory of its target audience.
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Achieving Strategic Consensus
Another important aspect of Coca-Cola's branding strategies is the fact that strong brands make great sales and increase their revenues. However, Coca-Cola has taken the extra mile by building a brand that has managed to increase sustainable sales by attracting and retaining the best human capital and investing in employee relations and customer relation management. This has enabled the corporation not only to achieve strategic consensus and alignment at all organizational levels, but also to trigger positive feelings in consumers' minds. Building Brand Loyalty
Finally, strong brand image is related to brand loyalty. The more consumer demands are satisfied, the more consumers are attached to a brand and retained by default. Also, Coca-Cola's brand image entails the purchase frequency that is boosted b oosted by effective advertising campaigns and marketing strategies. In doing so, the corporation expands its customer base and enhances customer loyalty by meeting customer needs and raising customer satisfaction.
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Success/ Achievements of Coca-cola
As a soft drink company coca cola has achieved a lot, among which some of the achievement are given below. 1886 Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. k egs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since.1891 - Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola business. Pemberton was forced to sell because he was in a state of poor health and was in debt. He had paid $76.96 for advertising, but he only made $50.00 in profits. Candler acquired the whole company for $2,300. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory.1893 In January "Coca-Cola" was registered in the U.S. Patent office.1894 - The first syrup plant outside of Atlanta was opened in Dallas.1899 Chandler's great achievement -- large scale bottling bo ttling of Coca-Cola1906 The first two countries outside the United States to bottle Coca-Cola were Cuba and Panama.1915 The Root Glass created the CocaCola contour glass bottle.1917 - 3 Million Coke's sold per day. 1919 The Coca-Cola Company was sold to a group of investors for $25 million. 1923 The Coca-Cola Company Co mpany was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades.
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CSR (Corporate Social Responsibility) activities of the company: We know that coca-cola is the leading beverage company in the world. As they are in the leading position, they have some responsibility for the society. Coca-cola is engaged with lots of CSR activities among which some of the remarkable activities are going to be mentioned. 1. Coca-Cola and the Global Fund Announce Partnership to Help Bring Critical Medicines to Remote Regions : Coca-Cola Company and the Global Fund to Fight AIDS, Tuberculosis and Malaria
they they will expand a project leveraging the Company’s expansive global distribution system and core business expertise to help government and non-governmental organizations deliver critical medicines to remote parts of the world, beginning in rural Africa.
2. Coca-Cola Increases Conservation Support for World's Largest Forest : The Coca-Cola Company and the Sustainable Amazonas Foundation (FAS) announced the expansion of their partnership focused on the economic development and conservation of Amazonian preservation reserves. The expansion's objective – objective – which which includes financial support of US $1.3 $ 1.3 million – million – is is to invest in programs that support income generation and conservation in the Rio Negro Sustainable Development Reserve. By 2017, Coca-Cola Brazil will have invested over US$ US $ 13 million in FAS programs.
3. The Coca-Cola Company Joins (RED) to Help Eliminate AIDS : The Coca-Cola Company announced a multi-year partnership with (RED) to raise awareness and money money for the Global Fund’s efforts to virtually eliminate mother-to-child transmission of HIV by 2015.
4. The Coca-Cola System Donates More Than $2 Million USD for Flood Victims in Thailand : The Coca-Cola Coca-Cola system has committed more than $2 million USD to ―Reunite ―Reunite to Relieve and Rebuild Thailand,‖ a sustainable flood relief initiative designed to provide emergency relief and rebuilding efforts to help victims of the devastating floods in Thailand. As part of this $2 million USD, The CocaCola Foundation will contribute $1 million USD US D to Habitat for Humanity Thailand to rebuild schools and homes. Additionally, the Company is partnering with the Thai Red Cross and Habitat to mobilize groups of volunteers, set-up and run mobile kitchens and deliver bottled water and food.
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Global beverage giant Coca-Cola will open its first plant in Bangladesh to tap growing demand deman d for carbonated soft drink, a top local investment official of ficial has said.
"The company has already registered with the Bo ard of Investment to invest about $50 million by 2013," BoI executive chairman SA Samad told bdnews24.com.
Coke's bottling operations will bring in Tk 3.76 billion foreign equity and manage another anoth er Tk 375 million working capital locally, according to information it provided to the investment board.
The Atlanta-based soft-drink behemoth has set its sight on starting commercial operation b y Sept 2013 at a plant in Tongi where it will produce Coca-Cola, Sprite, Fanta, juice and juice-based drink, and packaged drinking water. Coca-Cola started business in Bangladesh with an agreement with Tabani Beverage, owned by a Pakistani national, in 1965. After independence, Tabani was put under the Freedom Fighters' Welfare Trust and it continued its business up to 2008.
The multinational company used to sell Tabani the liquid concentrate of its brands and Tabani T abani produced cold drinks and marketed them. The global giant asked Tabani to scale up its capacity in 1978 which it failed to do. Coke then signed another agreement with Abdul Monem Group to produce the cold drinks.
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In conclusion, Coca-Cola is a successful product, not only because it has built a recognizable logo and brand name, but mostly because it has managed to position its brand in a way that takes advantage of all the elements of marketing mix, i.e. product, place price and promotion/distribution. In doing so, it achieves to develop a b brand rand personality and distinguish itself from competition, while offering consumers a clear view of its brand values. v alues. This leads to increased brand loyalty and satisfaction.
The Coca Cola Company is currently one of the biggest and most recognized soft beverage brands in the world. With over 3000 products in more than 200 countries, the Coca-Cola Company has surely become part of people’s lives. The Coca-Cola Coca-Cola Company owes its success to the people peo ple who do their best to achieve the task at hand. Thus, the Cola-Cola Company takes cares of its employees in return by creating a good working environment and working along with unions and government agencies to make sure its employees are safe. The Coca-Cola Coca-Cola Company understands that in today’s toda y’s business world technology is very essential to run such a big company like Coca-Cola. Therefore, the Coca-Cola Company uses different types of technology such as creating databases and data warehouse about their customers and suppliers, doing business with consumers and other businesses busin esses through the internet. The Company is committed to monitoring performance in the area of social responsibility against benchmarks to make sure that it is, and continues to be, a good citizen as well as the benchmark global brand.
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References: 1
Rat Found in Minute Maid Plant Coke's Processor Fires Processor Fires Whistle Blower‖, PR Newswire, July 10, 2001
2
―EDS Toasts New Beverage Business This Holiday Season‖, Canada Newswire, December 29, 2003
3
Waller, P., ―Sugar giant in CocaCoca-Cola deal‖, Press Association, February 8, 2005
4
Thurston, S., ―Coca Cola: Struggle in Europe‖, Atlanta Journal and Constitution‖, June 22, 1999
5
From Killer Coke, http://www.killercoke.org/active-in-campaign.htm
6
Srivastava, A., ―Coke with Yet Another New Twist: Toxic Cola‖, India Resource Center, January 31, 2004, http://www.indiaresource.org/campaigns/coke/2004/coketwist.html
7
The Coca Cola Company Website, http://www2.coca-cola.com/citizenship
8
Coca Cola Company Press Release, ―Coca-Cola ―Coca -Cola Unveils Plans For Institute Dedicated To The Role Of Beverages In Healthy Lifestyles‖, March 1, 2004, http://www2.cocacola.com/presscenter/
9
http://us.coca-cola.com/ http://www.coca-colacompany.com/our-company/mission-vision-values 11 http://www.stock-analysis-on.net/NYSE/Company/Coca-Cola-Co/Analysis/Investments Report 10
Source: Coca-Cola Co., Annual
12
http://www.stock-analysis-on.net/NYSE/Company/Coca-Cola-Co/Ratios/Profitability
13
Source: Based on data from Coca-Cola Co. Annual Reports http://www.coca-colacompany.com/brands/all
14
http://www.coca-colacompany.com/our-company/employee-engagement
14
http://www.123helpme.com/view.asp?id=148943 http://www.scribd.com/doc/10552013/Coca-Cola-Marketing-Strategies 16 http://hammadsiddiquiblog.com/unique-branding-and-marketing-strategies-by-coca-cola/ 15
17
Source: http://www.defence.pk/forums/bangladesh-defence/150814-coca-cola-invest-50million bangladesh.html#ixzz2LuaTPdZY 18
http://businesscasestudies.co.uk/coca-cola-great-britain/the-importance-of-socialresponsibility/conclusion.html#axzz2Luf2KgkM
19
http://team7coca-cola.blogspot.com/2010/11/conclusion.html
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