Discuss About The Global Business Organizational Excellence?
Coca-Cola Company for an extended period continues to be the biggest retailer, manufacturer, as well as marketer of different soft drinks. Therefore, Coca-Cola Company belongs to the beverage industry around the marketplaces. Coca-Cola Company remains to be the non-alcoholic beverage industry as well as one of the producers of the global brand known as Coke (Gertner & Rifkin 2017). The company’s mission focuses on refreshing the world body, spirit, and mind. It also has the mission of inspiring moments of happiness and optimism through their brand and actions. Besides, the company works under the mission that aims at creating the value and making a difference in the world of refreshment. The primary vision of Coca-Cola Company is to achieve its underlined mission. The company has set the vision of highlighting and developing set goals that aim at working with their bottlers to deliver. Furthermore, the value statements that Coca-Cola Company utilizes to communicate its purpose include the shared values guide of actions that describe how the company behaves in the global society (Koh 2012). The value statements are the quality leadership that aims at couraging operations of the company to shape a better future. The slogan of Coca-Cola Company is short, memorable catch phrase and applies to identify the product or advertisement of the enterprise. Therefore, the advertisement slogan associated with Coca-Cola Company is “Things go better with Coke,” and another slogan is the “Live on the Coke side of life.”
The marketing orientation of the Coca-Cola Company involves various approaches. The major marketing orientation for the Coca-Cola Company includes product orientation as well as market orientation. Product orientation remains to be the methods that the company use in knowing which places they can put their primary focus of attention upon the process of production and the product (Elmore 2013). Conversely, marketing orientation of Coca-Cola Company forms the process that continually identifies, reviews, along with analyzing needs of consumers. Coca-Cola Company has the action direction rather than waiting for change to occur making it be at the leading edge of driving its operation efforts forward (Yuvaraju et al., 2012). The orientation of such marketing strategies by the company aims at creating customer value most efficiently, subject to ethical and other constraints that one might possess. The company involves the use of delivering customer value. Moreover, the orientation that targets at the client’s value remains to be the central idea behind the marketing of Coca-Cola Company in creating products of value to one or more loyal and targeted customers.
COKE Company offers soft drink products around the global marketplace. It remain to be the world’s leading beverage organization that refreshed consumer with over five hundred sparking as well as still brands. COKE Company has the lasting selection of different types of brands in the soft drink business (Gagarin 2012). It features twenty-one brands that presently can generate more than one billion US dollars in the annual retail sales. Some of the company’s products comprising of Coca-Cola, Powerade, Fanta, Del Valle, Sprite, Coca-Cola Zero, Georgia Coffee, Coca-Cola Light, Minute Maid, and Dasani among other products.
Every brand of the Coca-Cola Company’s plays essential roles in different marketing strategies of the company. Some of the strategies that the strong portfolio brands play a significant role are the product strategy, pricing, advertisement distribution, promotion, direct selling, public dealings, and promotion of its sales, individual selling, together with social media ads to reach many targeted and loyal customers (Schon 2016). The production of non-alcoholic brands increases distribution of the company’s products because the company tends to target all kind of people in the society. According to Gabriel (2015), the brands produced by the corporation uses the mix of similar as well as mass marketing strategies and niche marketing for certain products to help the company drive its sales in the competitive marketplace. The strong brand portfolio of Coca-Cola Company offers the powerful feelings to its customers.
The company has several strengths that allow it to operate in the competitive marketplace. Some of the strengths of the compnany are the unusual approach that its workers can handle sales activities with high skills and knowledge of current products. The critical resources that make the operations of the company to be successful include the strong brand equity as well as the massive network of distributing its products to cater for the huge demand from consumers in the worldwide markets (Sundar 2012). The company also has the best working relations with its loyal and targeted customers together with the active system of communication during its internal communication. The company has the strength that allows its operators to adopt the use of ever-changing modern technology during its production. However, some of the weakness of Coca-Cola Company consists of research methods are considered outdated, high prices of the rental working places, along with high costs of inventory and too much stock in the inventory. The company lack adequate internal infrastructure development leading to lack of appropriate coordination together with the weak communication channel in global markets (Drozdnik 2013). The company also has a little domestic marketing channel that focuses on the distribution of its goods and services.
Some of the opportunities that come with the operations of the company include the presence of loyal customers in the global marketplace. The company also receives massive demands for their products. The daily rise in world population along with development in global industrialization forms an ideal opportunity for the company to improve in its sales and production (Ivanor & Bondaranko 2013). The advancements in global technology and positive attitudes in the market offer the best chance for the company to gain huge revenues during its operations. Furthermore, some of the threats that Coca-Cola Company faces include the improved strategies of advertisement campaigns by their primary competitors like PepsiCo in the markets (Gupta 2011). Political instabilities and increase in taxation by various authorities in nations where the company operates continues to be significant threats to business operations of the company.
Just like in any other business, customers within the Coca-Cola Company are central to the approaches of doing business. The customers of Coca-Cola Company consist of kiosks, hypermarkets, discounters, canteens, petrol stations, supermarkets, hotels, parks for leisure, restaurants, along with drinking stores among other sectors (Hartogh 2013). The preferences of every customer are the core value for the business of the Coca-Cola Company. The customers behave in different manners, and this allows the operators of the company to ensure that they work as per the client’s relevance and excellence in the markets. The consumer behaviors are different, and they insist on ensuring that the company can provide them with the products readily available and affordable to their pockets. Therefore, strategies of marketing by Coca-Cola Company need to focus on the needs of customers (Collier 2014). Other behaviors of clients who affect operations of the company include frequency of purchases, the quantity of purchases, needs of loyal and targeted customers, and retail channel depending on trends over time.
The leading suppliers of Coca-Cola Company are its business partners. These partners are responsible for the provision of its systems with materials such as ingredients, machinery for packaging, along with goods and services (Oman 2015). The guiding principles for suppliers of the Coca-Cola Company communicate its values together with expectations while emphasizing the importance of responsible environmental and practices and policies of the workplace. Besides, the company has a range of distributors of its products in various regions. Some of the distributors of COKE’s products comprise of supermarkets, petrol stations, kiosks, canteens, discounters, hotels, parks for leisure, hypermarkets, restaurants, along with drinking store among other sectors (Koh 2012). Most distributors of the company’s products are mostly the large international chain of retailers and small independent business operators.
The chief rivals of Coca-Cola Corporation include PepsiCo, Monster Beverage Corp, Dr. Pepper, Suntory Beverage, and Food Limited, together with Snapple Industry. There is enormous competition imposed to operations of Coca-Cola Company by PepsiCo as its main rival in the marketplace (Gagarin 2012). Despite the competition experienced by the company, Coca-Cola Company remains to be the most popular as well as the most valuable distributor of beverages in the global marketplace. The competitive factors affect the operations of the company. Some of the competitive factors that influence the business of Coca-Cola Company include, but not limited to advertising, pricing of products, sales promotions programs, new vending schemes, increased efficiency in production styles, and the introduction of advanced packaging systems (Pendergrast 2013). All these main competitors compete with Coca-Cola Company in meeting the needs of targeted and loyal customers.
Despite the company being the leading in the production of beverage brands, it is not immune to the various political, legal, economic fluctuations, social, along with technological impacts. The laws and regulations of food products that come through the political favors have the direct effects on the operations of the company. The company has to adhere to relevant laws to do business in the specific market (Schon 2016). Changes in such laws affect profit and revenue of the Coca-Cola Company. Additionally, economic factors have the significant and direct impact on the business of Coca-Cola Company. The recent global financial danger has led to the reduction of the profits earned by the company in conducting its operations. Besides, technology has a huge factor for the operations of Coca-Cola Company. Production and distribution activities of the Coca-Cola Company depend mostly on the use of technology (Hassan & Craft 2015). The efficiency of technology ensures that there are timely production and efficient supply chain of the goods and services. Technological developments affect the structure of costs during production while social influence affects demographics and culture of operations of the company.
The guiding principle of Coca-Cola Company is to maximize profit during its operations. Coca-Cola Company undergoes a substantial business research to understand the strategies for marketing that they can employ to run the successful business in the given market (Gagarin 2012). Some of the marketing strategies include the marketing segmentation product strategy, price strategy, and price strategy.
There are various available potential market segments for Coca-Cola Company. These sections enable the COKE brands to define the products for different types of customers. Besides, Coca-Cola Company does not target a particular segment but adapts its marketing strategies by developing more products that are new (Spinosa et al., 2014). The potential market segment available for this company focuses on the purpose and positioning of the company operations. The operations of Coca-Cola Company are organizable into six operating groups. These groups comprise of Europe, Latin America, Asia Pacific, North America, Eurasia, and Africa, along with bottling investment (Gabriel 2015). All these operating groups rely on the major segmentation variables such as geographic, behavioral, demographic, and psychographic segmentation. Marketing segment within the Coca-Cola Company allows the company to market and improve in its sales programs by focusing on the subset of prospects that increases its operations.
COKE Company has no precise target marketplace, but it adapts its marketing strategies by developing more products that are new. Most of the target market of the company focuses towards youthful individuals, but several promotions are tailorable for aged persons (Sundar 2012). Therefore, the organization has put specific limits in the process of targeting marketing. Coca-Cola Company does not target a particular segment but adapts its marketing strategies by developing more products that are new aims tyrically persons of 12 years of age. From the company’s statement regarding sales aim at promoting responsible strategies of marketing by shunnning wide promotion to children as well as revealing nutritional details of everyyield of COKE to caretakers of children (Bingol et al., 2013). Additionally, the target market for Coca-Cola Company includes lifestyle, occupation, age, and customer’s media habits.
Value proportion of the target market by Coca-Cola Company focuses on the choice of a broad positioning, value, developing the value portion, and selection of a particular positioning, through value propositioning, Coca-Cola Company focuses on being the best leader in dealing with soft drinks. The value proposition for the target market for Coca-Cola Company focuses on segmentation, targeting, and positioning of the company (Vallester 2017). Value proposition aid the COKE’s brand to define the appropriate products for particular groups of customers. The company develops value proportion by adapting its marketing strategy in developing new products and services (Foster 2014). The company also uses competitive positioning strategy to be much ahead of its competitors in value proposition to overcome other businesses that deal with non-alcoholic beverages in the marketplace.
Coca-Cola Company uses competitive strategies for positioning on the market to be much in front of its rivals in the soft drink markets. In COKE Company, the company has strategically placed its operations within the market of soft drinks. The company uses the strategic positioning to have the identical image all around the global marketplace. The positioning statement allows the company to form the strong business market scale around global market (Wang 2015). The perception of production of strong brands by the company makes the consumers to have the highest degree of loyalty. The created loyalty into products of the company makes the purchasing decision more automatic (Elmore 2013). Besides, operations of the company have been successful by using exclusive techniques of selling proposition like the slogans of the company.
Coca-Cola Company remains competitive in marketplaces over its competitors by having strong marketing tactics. Some of these tactics rely on the operations, marketing channels, the portfolio of brands, as well as costs of brands. Besides, the company focuses on outsourcing the bottling operations to the franchise that remains to be the largest bottling trademark of the company. Outsourcing of the bottling operations enables the Coca-Cola Company to capture essential opportunities of growth in under-developed non-carbonated beverage segment (Collier 2014). Besides, the company operates while focusing on cost control that helps it to diversify the portfolio of its products. The company is also able to offer a strong brand to its loyal and targeted customers by continuously exploring promising categories of beverages (Drozdnik et al., 2013). The exploration aids in capturing the growth of the company’s operations. Consequently, the company relies on collaborative customer relationship to increase its services. Therefore, the company believes in marketing that is participative to create a standard value for every stakeholder.
The appropriate marketing form the set of four decisions that need to be a company launches any new product. The marketing mix (4-&Ps) include pricing, people, process, and physical evidence that are not constant and might change over time. The strategies of marketing segmentation include product strategy, price strategy, and price strategy. Promotion in the marketing mix in Coca-Cola Company consists of the complete integrate market communications that include advertising together with sales promotions (Alshamer et al., 2012). Therefore, marketing mix continues to have an essential role while in deciding the company’s strategy. All company’s decisions of marketing mix influences its positioning, targeting, and segmentation decisions. Company’s price and value positioning affect the place along with decisions for conducting the promotion.
References
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oman, V. (2015). Company Vision and Organizational Learning. Dynamic Relationships Management Journal, 4(2), pp.51-60.
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