Ch. 11 - Developing and Managing Products

Since 1886 Coca-Cola has been giving drinks to the customers. Now the company brings a variety of drinks, creating new product for everyone. They have been implementing these steps:

Idea- the consumption of beverage drinks increasing around the world, home and outside, due to this fact Coca Cola Company decided to enter this market.

Building analysis - the company identify the competitors, also makes a research on similar products on the global market.

Development- the company launched on each market the drink in different variations until it got to the maximize satisfaction.

Preparation for the introducing of the product - creating legal entity, development of supply, packaging, first commercial production under supervision.

Commercialization - focus on availability in retail store, penetration of high-quality stores. 

Ch.3 Ethics and Social Responsibility

Coca-Cola is a worldwide company, located in more than 200 countries all over the world, also Coca-Cola has had their negative history. However, Coca-Cola had donated $550k to Head of Anti-Obesity Group, used for travel, educational activities and weight management; and creates social projects called “Education on Wheels”, different activities for critical thinking for children.

Ch. 2 - Strategic Planning for Competitive Advantage

SWOT ANALYSIS 

Coca-Cola Strengths

• Strong brand identity
• Highest brand equity
• Extended global reach
• Greatest brand association and customer loyalty
• Largest Brand Valuation
• Dominant Market Share
• Unparalleled distribution system
• Acquisitions 

Coca-Cola Weaknesses

• Aggressive competition with Pepsi 
• Product diversification 
• Health concerns 

Coca-Cola Opportunities

• Introduce new products and diversify its segments 
• Increase presence in developing nations 
• Bring advanced supply chain system
• Packaged drinking water

Coca-Cola Threats

• Water usage controversy 
• Packaging controversy
• Direct and indirect competition