The Coca-Cola Company Marketing R

The Coca- boob community An Analysis of The Coca- low-down federation 6/13/2010 T equal of Contents Title Page1 Table of Contents2 Introduction3 5Cs Analysis4-10 4Ps Analysis11-14 b ane Analysis & Final Remarks15-17 Introduction In may 1886, John Pemberton, who was a pharmacist from Atlanta, Georgia was the first fo chthonic of coca plant cola. He concocted the coca cola miscellaneaula in kin tercet legged brass kettle which the suggestion was given by bookkeeper heel Robinson. deoxycytidine monophosphate was fist change at the pharmacy as a non alcoholic version of French wine coca.However, the gross trades were loss referable to everywhere expansion and wellness problems such as, disease, morphine, addictive, and headache. Beca recitation Coca-cola be yearned to Charley, it was taked coca-cola. afterwardswardwards, Asa Candler, the Atlanta pharmacist/ businessman bought the formula from John. His victualsstuffing skills were a commodious success to th e guild during the fiftieth anniversary. His best skills were his promotion ideas. He gave away coupons for praiseary first takes of coca-cola, gave calendar, urns and fil atomic number 18 to pharmacist. These promotions increased the trades by over 4000% during 1890-1900.Also, he gave minor changes in the ingredient and sold it in bottle, which was first sold in Vicksburg, Mississippi. Because the smart set was non too happy ab divulge the proliferation of copycat beverages and to safeguard the brand, they announce that focused the authenticity of coca-cola. Later in 1923, Robert Woodruff brought the high society from Asa Candler. He was a marting genius because he observed potentiality abroad opportunities. He would capitalize on these opportunities by introducing reversal harvest-feasts in the 1928 majestic Games.Woodruff made innovation by making distri aloneion of 6 packs, vindicated top cooler that was easier for tidy sum to fox at home or away, which was a h uge success. Coca-Cola would reiterate its inscription towards the sphericalizing Coca-cola by initiating a serial publication of advertisements linking Coca-Cola to the world. A specific advertisement that helped Coca-Cola shine its international appeal occurred in 1970 where Coca-Cola made young throng from solely over the world blab out a song cal direct Id Like to Buy the field a bump.Coca-Cola continually succeeded tear down amid protests of Coca-Colas changing of its formula. After protests, snowfall family returned to its old formula. This helped regain its merchandise component part over competition and led to the Coca-Cola Comp some(prenominal)s introduction of a fargon coke convergence that used Splenda chicken feed, which was its trademark. In the 21st century, in dickens hundred7 it came up with diet coke that contained vitamin B6, B12, magnesium, niacin, and zinc. Diet coke plus was made to be considered as a wellnessier soda. Coca-cola stopped printing the word classic on the labels of 16 oz bottles.Coca-cola is committed to local markets and has bottling pop outners. Currently it is ubiquitous brand, both single time, it is kn aver as the almost exciting and satisfying beverage. This spread over entrust analyze why and how The Coca-Cola Comp either was able to achieve its statute title as the number one wacky-drink community in the world. Beginning with an analytic thinking of the 5Cs regarding the lodge, followed by a 4Ps analysis, and ending with a SWOT analysis, willing highlight what circumstanceors drove towards Coca-Colas dominance in the kookie-drink market. 5 Cs AnalysisHaving been in the soft-drink indus listen for over 100 days says a lot about their experience in the soft-drink industry. Coca-Colas long endeavored success has led to their ability to sustain a high market pct in the non-alcoholic drink market with their driving multitude fruit in Coca-Cola but besides in its opposite intersections as well. fit to their website, Coca-Cola serves up to 1. 6Billion servings a day of their harvest-festivals, which poses the question on how they are able to keep up with such a high direct? An help lies in their company representation statement, which is to * To refresh the world To inspire moments of optimism and satisfaction * To create value and aim a difference. (Source http//www. thecoca-colacompany. com) It is this making Coca-Cola a part of ones lifestyle mentality that has allowed Coca-Cola to expand its brand ambit from a national level to a global level, which has fueled their dedication to keep up with these mind-boggling demand figures ever since the year of the source of the Coca-Cola company. Their global go out has reached the point where global sales sire triumphed over the once dominant national U. S. market.For example, Coca-Colas 2008 revenue levels indicated that 75% of its revenues came from global sales, whereas that 25% came from North the States . This statistical figure indicates that the Coca-Cola is indeed a global brand. In fact, according to a 2006 study by dint of by Businessweek and Interbrand, Coca-Cola was rated the worlds number one brand (http//www. interbrand. com/images/studies/BGB06Report_072706. pdf) Coca Colas ability to recognize the global market size and very capitalize on it corrects a huge part of why Coca-Cola has bring home the bacon this sort of recognition.Although Coca-cola fits the biggest company in the world, it surprisingly doesnt bottle and distributes its own products. Instead, franchises of opposite bottling collaborating companies represent the bulk of the bottling and scattering of Coca-Colas products. Coca-Cola does primary(prenominal)tain a high amount of market shares in most of these bottling companies, ensuring that heavy demand goals stand be met for the Company. Coca-Colas biggest collaborators represent Coca-Cola Enterprises, Coca-Cola Femsa, and Coca-Cola Hellenic Bottling Co.The Coca-Cola Company owns 31. 6%, 32%, and 23% respectively of each of these bottling companies. Coca-Cola Enterprises represents the biggest franchi see bottling and distributing company. It bottles and distributes for 80% of U. S sales and bottles and distributes for 18% of cosmopolitan sales. Here is a diagram that explains the logistics behind Coca-Cola Enterprises operations Coca-Cola Femsa is severely focused in Central and South-America, and the Coca-Cola Hellenic Bottling Co is heavily focused within regions spanning from Africa, europium, and Asia.It is this collaboration methodology that has allowed Coca-Cola to focus more than than on the jumpment and chief(prenominal)taining of its products and brands. The number of shares that the Coca-Cola invests in most of these bottling companies ensures the alliance will be strong amidst the dickens, because they do represent the briny driving force behind the bottling and distribution of Coca-Colas products. there i s recent speculation though that Coca-Cola may indeed fully acquire its biggest collaborator in Coca-Cola Enterprises in wake of Pepsis Co. s acquisitions of whatsoever of their bottling collaborators.A nonher set of collaborators are be in its affinitys with early(a) companies. As a prominent brand image, umpteen companies take a shit worked with Coca-Cola to help further advertise their own company. These companies fanny be directly related to Coca-Cola in that Coca-Cola might represent a compliment with their product. These industries entangle restaurants of all sorts, movie theaters, convenient stores, supermarkets etc. Coca-Cola has usually teamed up with all these type of venues to ensure that its brand gets spread end-to-end all kinds of settings.This usually results in promotions associated only with Coca-Cola products, the selling of only coca-cola products, or additional promotions that include receiving Coca-Cola product if a certain product of the companys is pu rchased. A notable relationship in this regard was the deal between McDonalds and Coca-Cola. In 2009, Coca-Cola and McDonalds continued its over 50 year relationship with each other by reworking a deal where McDonalds would feature not only Coke, but many another(prenominal) of Coca-Colas recenter brands as well. This includes Coke-Zero, PowerAde, Fanta, and now even Vitamin Water.Their good relationship with each other helps benefits both companies in that batch will link the quality of both brands with each other. It is these direct companies that represent the bulk of Coca-Colas sales, since most of Coca-Colas products are distributed at these venues. It is up to Coca-Cola to maintain good relations and a strong brand image in order for these direct companies to collaborate with Coca-Cola. Also there are verificatoryly related company collaborators with Coca-Cola. For example, in 2006 Coca-Cola launched MyCokeRewards.This promotional project allowed users to garner points fo r the purchasing of any of Coca-Colas products. These points could then be redeemed for assorted prizes, towards a contest, or towards the entering of a sweepstakes. Partnered relationships included in this rewards course of instruction included Holiday Inn, Nike, Block Buster, Delta, and Six Flags. Another notable indirect collaborator with Coca-Cola is Apple. In 2006, Apple and Coca-Cola agreed to a collaboration in which a Coca-Cola themed music site was created to kick upstairs bands all across Europe with the con upstandingation of Apples ITunes establishment.These examples of indirect company collaborators show that though they dont distribute Coca-Colas products, these indirect collaborators help promote their own product along with products of Coca-Cola. Beginning with a smaller form of competition, local drink brands represent the bulk of these rivals. Their only strength is their preponderance in their local location but they have a huge list of weaknesses when compar ed to the Coca Cola Company. These weaknesses include small amount of assets, wishing of product extension, and prevalence outside of their local location.With most of these competitors, the Coca-Cola burn alone acquire them through payment, or drive them out through a bunch of schemes. These schemes include price gauging or high amounts of advertisements. Since Coca-Cola draws so many types of non-alcoholic drink products, Coca-Cola chamberpot easily enter all sects of the drink market in most countries of the world. However it is no doubt that Pepsi Co. represents the biggest competitor of the Coca-Cola Company. Pepsi Co. began in a similar fashion of the Coca-Cola in that Pepsi Co. s most favorite product in Pepsi was raise by a pharmacist in 1903. Like the Coca-Cola Company, Pepsi Co. has variations on Pepsi and has a huge product listing of distinct drinks encompassing the non-alcoholic drink spectrum as well. Pepsi Co. as well as follows a horizontal integration syst em with the merger and acquisition of other similar drink products. slightly Pepsi Co. s other habitual drinks besides Pepsi include, Diet Pepsi, 7-Up, Tropi batcha, Gatorade, Mountain Dew, Aquafina and a bunch of other products.These companies are indeed direct competitors because they both represent the two biggest drink companies in the world and each one wants to make sure it has the vast majority market shares. The two companies arent all the comparable though. Merging with Frito Lay in 1965, Pepsi Co. enjoys the strength benefit of publicise its products along side Frito Lays products. This food/drink combine allows both Frito Lay and Pepsi to benefit, since both target make promotions for each of its products. Nevertheless, this fundament to a fault be induced as a weakness of the company as well.This is because Pepsi has to allocate some resources to the development and ware of Frito Lay products, which allows The Coca-Cola Company the ability to behind take contr ol of the drink market since that is its only focus. Also any negativity with any Frito-Lay products could be linked to Pepsi products if both products are too frequently marketed together. It is these two ideas that could prompt why The Coca-Cola electrostatic enjoys a higher level of market shares on Pepsi. Its not entirely because of these two ideas that Coca-Cola even-tempered enjoys a higher market share there are many other factors as well.One specific reward that Coca-Cola had over Pepsi was that The Coca-Cola Company owned Columbia Pictures from 1982-1989. Between this time, Coca-Cola easily publicize their products indirectly by including it in a multitude of films. Both companies lease similar selling tactics, in that both try to popularize its main product in Pepsi and Coke respectively. Both companies have used celebrities, sponsorships, multitudes of TV ads, appearances in TV shows/movies, and all kinds of advertisement strategies. However these selling schemes h ave caused the two companies to engage in what many call the Cola Wars.Since the 1970s both companies had countless of ads trying to devalue the other companys main product Pepsi initiated this by starting a set of commercials of having screen door Tastes. Deemed as the Pepsi Challenge, these types of ads would extenuate Coca-Cola refuted to some of these ads by producing similar ads and also by producing a new recipe of coke in the 1980s. It slowly reverted back to its classic formula later on but notwithstanding these devaluation schemes, both companies bet to employ the same advert schemes by characterisation their product as a something that should be a part of ones lifestyle.It has come to a point where whenever Coca-Cola has an advertisement, youll most alike(p)ly see a similar Pepsi advertisement as well. At this point, both companies have exit so prevalent in the global market that people usually dont several(predicate)iate between the two main products in Coke and P epsi. Sure some diehard fans of each company will disagree, but there are plenty of examples where this idea can be seen. For example, you go to a restaurant and you ask for a Coke.When the hold back responds, Oh sorry we only have Pepsi, youll most likely respond with oh thats fine. It has come to this point where both companies can benefit from the competition aspect, but at the same time if one company drops the ball or messes up badly, the other company can easily capitalize on the market since both companies represent the top 2 drink companies in the world. When evaluating the customer of Coca-Cola, it practically has no limits. Besides the alcoholic customer, the Coca-Cola Company has products that encompass all parts of the drink market.The market size of the drink market practically covers the vast majority of the world since it compliments a biologic function in replenishing thirst. However it depends on the motive and likes of the customer that will dictate which produc t he/she will buy. With a huge 3 lead hundred different kinds of beverages, Coca-Cola does a coarse job of not devaluing its most successful Coke brand with its other brands that target different parts of the non-alcoholic drink market. There are examples of devaluation may have occurred, such as in the production of Diet-Coke and Coke-Zero.In the 1980s was labeled as a time where individuals wanted to cash in ones chips a healthier lifestyle, so Coca-Cola had no choice but to develop a healthier version of its product in Diet Coke since its competitors were following suit. This theme again was reintroduced in the late 2000s when health issues re-sparked. However realizing certain customer trends and behaviors, The Coca-Cola Company made a depart healthy drink in Coke Zero in hopes of targeting the male population. Thats because trends showed that males didnt drink Diet-Coke due to the nature of its name organism associated with a diet.It was due to immense popularity and recogn ition of the Coca-Cola brand name and a culmination of systematic advertisements highlighting the healthiness of these diet Cokes that led most of its customer base to not deter away from the master product in Coca-Cola. A following section will dive into the marketing aspects that drive this popularity in its original product of Coke. According to this graph change soft-drinks represent the higher amount of gallons consumer per capital from 1991-2008.It is because of this staggering trend that Coca-Colas most popular products are in its carbonated drinks. This trend has also transcended to the global level because of course Coca-Cola wanted to popularize its main product in Coca-Cola. Here are some statistical figures of per-capita consumption of Coca-Cola throughout the world Coca-Cola knows the initial popularization of its Coke product will in conclusion help the sales of its other products. All labels of Coca-Colas products in some sort of form state it was manufactured by T he Coca-Cola Company. Since people can relate to the high brand quality of Coca-Cola, it will interest individuals to try out The Coca-Cola Companys other products. And since the Coca-Cola Company has a product that covers every part of the soft-drink spectrum, customers will soon discovered that the Coca-Cola Company has a product that meets all its non-alcoholic drink needs. This is reflected in recent a sales figure which lists all of The Coca-Cola Companys products that have garnered over $1 cardinal in sales The Coca-Cola Company has always strived to respond according to its context.There werent many complications in the first half of the companys history so it was easy for Coca-Cola to flow in into the drink surround and promote itself. scarce soon after the start of the 1980s to 2000s, complications behind the ingredients of Coca-Cola started to arise. This was because health officials storied that Coke could have potential health effects with its high contented in sugar and caffeine. More specifically health and government officials remark that Coca-Cola apply a cheap form of sugar called High fruit sugar Corn Syrup.Developed from corn, this sugar is definitely considered an alternating(a) to natural cane sugar due to its increased availability and its cheap cost. However it does pose a higher health risk since it has been linked to cause obesity and type-2 diabetes at a warmer rate than cane sugar. In response to this, Coca-Cola developed product extension lines initially with Diet-Coke and Coke-Zero following suit in 2004. These two products responded well to these health-conscious purlieus. These types of examples show how the Coca-Cola Company stands behind its mission statement.In no head what imprint or form, the Coca-Cola Company does its best to accommodate towards the current environment of the market. 4P Analysis Product Coca-Cola offers a portfolio of more than 3,300 products in over 200 countries. Major Brands of Coca-Cola are Co ca-Cola sodas/soft drinks that generate > $1 million in annual sales (http//www. wikinvest. com/stock/Coca-Cola_Company_(KO)) Coca-Cola Dasani Diet Coca-Cola Vitamin Water Fanta Powerade Sprite Minute-Maid Coke Zero Aquarius Barqs Rootbeer Nestea Odwalla SokenbichaCoca-Cola classic is the most popular and biggest selling soft-drink in history. Coca-Cola Classic is the best-known product in the world and was created in Atlanta, Georgia, by Dr. John S. Pemberton. By 1895 Coca-Cola Classic was being sold in every state and dirt in the United States. As stated the driving force of The Coca-Cola company is in its original product of Coca-Cola, but they have slowly evolved their company to not only encompass the soda part of the soft-drink market, but literally of all of the other parts representing the non-alcoholic soft drink market as well.It boasts a total of 3300 different beverages, with some of these beverages having high market share in the soda market as well as the other segm ents of the non-alcoholic soft drink market. However it cant be unmarked that the Coca-Cola has participated in Product-Line extensions with the creation of alternative Coca-Cola brands, such as Diet-Coke, Coke-Zero, Vanilla Coke, viridity Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange, and even Cola Raspberry, and Cherry-Coke.In a smell, The Coca-Colas company approach throughout the long time can be seen as a form of Horizontal Integration in that Coca-Cola has expanded internally, with its external growth following suit. This external expansion is reflected by all the mergers and acquisitions of companies that offered similar products. All these factors show why the Coca-Cola Company has evolved to become biggest leader of the soft drink market. Another very popular Coca-Cola soft drink is Sprite. Sprite was introduced in 1961 and is the world leading lemon-lime flavored soft drink.Sprite is sold in more than 190 countries and is ranked Number four in the soft drink world-wide industry because of its crisp, clean taste that real quenches your thirst. Sprite has a strong appeal to the young generation because of its honourable and straightforward attitude that sets it apart from other soft drinks. Sprite encourages you to be true to whom you are and obey your thirst. Product packaging includes products of frothy drinks and electrostatic beverages ( irrigate, juices, juice drinks, teas, coffees, sports drinks, energy drinks).Through innovative fountain distribution, Coke-Cola is able to be more flexible and reliable towards consumer satisfaction. Packaging beverages where through plastic bottles and aluminum cans. The Coca-Cola Company is recognized by 94% of the worlds population. According to Coca-Cola product packaging strategy their approach is to identify and utilize the most obligate combination of packaging elements that best communicates what Coca-Cola stands for just about the world Unique taste, great refreshment and authenticit y. PLACE The Coca-Cola Company is the worlds largest beverage company.Beverages are sold in over 200+ locations throughout the world. The Coca-Cola headquarters is locate in Atlanta, Georgia, USA. Coca-Cola has an employee net force of approximately 92,400 members. The operating groups are course of study as Eurasia & Africa Group Europe Group North America Group Pacific Group Bottling Investments Group McDonalds Group The Coca-Cola system is a global business that operates on a local exceed (community business) that allows Coca-Cola to create a global reach with local focuses because of the strengths of the Coca-Cola system which involves their 300+ bottling partners worldwide.Coca-Cola and their 92,000+ associates around the world live and work in the markets that serve more than 87 percent of outside markets in the U. S. This geographically diverse environment helps Coca-Cola learn from each market and share those learnings to develop collaborative company culture. PRICE Pr icing varies according to brand and size. some Coca-Cola 2L costs about $1. 68 and a pack of 375mL x 18 cans of Coca-Cola is approximately $9. 98. Studies show that instead of pricing a pack of Coca-Cola as $10. 00, pricing a price even one cent cheaper as $9. 9 is due to the psychological perception of cost strategy that makes the product of the price seem much cheaper even if it is just one or two cents cheaper from the nearest whole number. Coca-Colas pricing influences are contributed to Coca-Colas products that are sold and distributed to retail stores and set by their pricing strategies. cheerful stores and petrol stations usually sell Coca-Cola products at a laid price. Discount prices are often set and marked down during sale periods and special occasions to increase sales and profits.Prices are set around competitors and seasons also have an influence in pricing. PROMOTION Coca-Cola cares about the eudaemonia of animals and supports their proper treatment. Coca-Cola and their U. S. bottling partners will not sponsor grammatical cases or attractions that feature animals unless the event organizers have policies and procedures in place to support the humane treatment of animals and suffer ready access to quality veterinary care to protect the animals health and safety.For more than 50 years, Coca-Cola has had a policy not to advertise full-calorie, sparkling soft drinks on TV programming that targets children infra 12. The Coca-Cola Company believes that children under 12 should not be the audience of Coca-Colas ad and marketing practices because of the nutritionary contents in the beverages that may not be suitable for children under the age of 12. The Coca-Cola Company may have more than one promotion running gamening at any given time and may use many different types and strategies to promote their products.Coca-Cola uses shelving strategy that is the patching of their products in stores, essence catching position strategy that is the attr action of customer attention to Coca-Colas products, sale promotions through sponsorship with schools and sport events ex. FIA World Cup, and UTC (Under the Crown) offering prizes to promote Coca-Cola products. Coca-Cola uses advertising as its main source of increasing consumer awareness. Television is their main advertising source. The music used in advertising is often an original arranging produced by agencies specifically for that commercial.Coca-Cola also uses POS (Point Of Sale) that is used through posters and stickers of Coca-Cola and billboards to promote products and the Coca-Cola Company at different site locations. The following amounts reflect the total worldwide amounts spent on print, radio, internet, and television advertising. Advertising expenses included in selling, administrative and general expenses that were approximately 2006 $2. 6 billion 2005 $2. 5 billion 2004 $2. 2 billion 2003 $1. 8 billion 2002 $1. 7 billion 2001 $2. 0 billion 2000 $1. 7 billion 1999 $ 1. billion 1998 $1. 6 billion 1997 $1. 6 billion 1996 $1. 4 billion 1995 $1. 3 billion 1994 $1. 1 billion 1993 $1. 0 billion SWOT Analysis A SWOT analysis was done on the Coca-Cola Company to pinpoint disclose factors that led to Coca-Colas departed and current success in the soft drink market. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, so to begin with the analysis, the strengths sector will be looked at first. Coca-Colas strengths include strong market strategies, product diversification, and many distribution channels.Coca-Cola uses a undulate of great advertisements which include catchy slogans, a strong family-brand image, and also sponsors uncontaminating events. A prime example of one of their successful advertisements was seen with their launch of Coke Zero. Coke Zero is a dietary substitute to the original Coke, like Diet Coke, but claims to have the same flavor as the original Coke. Their slogan that was used was, A clear case of taste infringem ent. Advertisements were run on television of lawyers from Coca-Cola trying to sue Coke Zero for copy their flavor, even though Coca-Cola obviously made Coke Zero.In the end Coke Zero proved to be a big hit for Coca-Cola and continues to be a success. As for their family-brand image, Coke has always been seen as family friendly in the United States of America for a very long time. To illustrate this image, Coca-Cola has utilized a general heuristic marketing, generally aimed at making people link fun and family friendly with the Coca-Cola Company. Some examples include Coca-Colas spend campaigning, partnerships with family-friendly venues, and prizes that appeal to a typical American family.Santa is seen as the biggest icon and delegate of the holiday season. Coca-Cola is the reason for the present-day image of Santa. Coca-Cola advertising actually helped shape this modern-day image of Santa. As for their partnerships, Coca-Cola has been a long-time partner with McDonalds. Along with McDonalds, Coca-Cola teamed up with Regal Theaters and the World Wildlife Fund (WWF). McDonalds and Regal Entertainment Group erect family friendly venues targeted for dining and entertainment purposes, respectively. The WWF is a charitable worldwide wildlife and uncouth conservation organization.They teamed up with Coca-Cola to help regulate Cokes weewee usage and its effect on the worlds agriculture. All tether mentioned companies are seen as family friendly or have a mission statement that is family-approved. Coca-Cola expands their brand awareness by constantly being associated with worldwide sporting events. Coca-Cola is sponsoring the FIFA World Cup, which is the biggest sporting event in the world, the NBA, the NCAA, and NASCAR. Many commercials and billboards can be seen during these sporting events, as they are all advertisements of Coca-Cola. Product diversification is a valuable piece to Coca-Colas success.Along with the original Coke line, Coca-Cola also produ ces various sports drinks, bottled water, energy drinks, and also clothing and merchandise. Coca-Cola is the owner of PowerAde, Dasani, and Full Throttle. Currently, these three brands have a significant presence in the U. S. market that cant be ignored. Coca-Colas many distribution channels may be what makes Coca-Cola so dominant. Coca-Cola created the contour bottle in 1916, and they own shares of major bottling factories around the world. This has led Coca-Cola to be one of the worlds most recognized brands, being recognized by 94% of the whole world.The main weakness that has been found with Coca-Cola is their poor nutritional content. Although Coca-Cola is enjoyed by many different age groups worldwide, Coke is high in sugar and calories, has caffeine, and is associated with many fast foods. This is a problem with Coca-Cola as they have many different partnerships and distribution channels. The fact that Coke is so widely distributed and known gives them a larger opportunity t o affect a large number of people. Coca-Cola has been linked with many different diseases and health issues which include tooth decay, obesity, and diabetes.Although Coca-Cola is the current leading company in the soft drink market, there are still many new opportunities that exist to further strengthen their market share and keep other competitors at bay. Some opportunities that exist include, more sponsorships and diversifying into other segments. As mentioned before, Coca-Cola is currently involved with various sports sponsorships. However, Coca-Cola could broaden their sports sponsorships and gain more visibility. For the events that Coca-Cola is sponsoring, they have smaller visibility, as they are briefly mentioned in a name or seen on small billboards across the television screen.A suggestion that was eyeshot of was the moment of a soccer team. It is a common practice for a stool to endorse a team, and in return, have that corporations name and logo printed all over the uniform. An example of this that may be popular in Korea would be the player Park Ji-Sung. Park Ji-Sung plays for Manchester United and they are currently sponsored by AIG. The justification in this form of advertising would the fact that soccer is the worlds most watched sport, and there is no better(p) way than to get a companys name out to sports fans.Another solution that was taken into consideration is the expansion to different sectors in the food industry. Following the examples of AW Root Beer and Baskin Robbins, if a Coca-Cola cafe free-spoken up up, the results could be great financially. The original idea for a Baskin Robbins Cafe to open up was part of a plan to revitalize the company after years of falling sales. Although Coca-Cola doesnt have a failing company, this could still boost sales and increase Coca-Colas dominance in the soft-drink industry, firearm boosting brand awareness among consumers. The last part of the SWOT analysis is threats.When Coca-Cola is th ought of, Pepsi is almost always mentioned in the same sentence. Coca-Cola and Pepsi have been battling for the top position in the soft-drink market for years. Although Coca-Cola sits at the top spot for now, Pepsi has and always will be threatening Coke for soft-drink supremacy. From the infamous Cola Wars in the 1980s-1990s to the present day market situation, there is always a sense of insecurity and uncertainty of who will be the next 1. Different marketing schemes and ploys have been taken in the past to outdo one another. starting signal with clever advertising, blind taste tests, rewards rograms, and partnerships with other members of the food and beverage industry, every new project fuels a constant battle between the two companies. As explained before, Pepsi can be seen as a direct competitor to Coke in a very direct and narrow perspective. However, if the soft drink industry is seen as whole, or rather the beverage industry, any drink offered in the market can be seen as a potential competitor of Coca-Cola. Healthier alternatives include tea, water, and coffee. Tea and coffee can be seen as a healthier source of caffeine, while water can be seen as a healthier drink alternative in general.Overall, this SWOT analysis was done to see the present issues and potential problems in Coca-Colas current market, as well as to breakthrough solutions to these issues. Coca-Cola is mainly a provider of their staple drink, Coca-Cola Classic, but they also produce different products within the soft-drink industry. Although there is no correct answer to any current and potential issues, diversification into other food segments and new venues seem like a profitable venture for Coca-Cola. The Coca-Cola Companys has been on path towards dominance since its inception.Initially popularizing itself nationally then capitalizing on global opportunities has led to the major expansion of the Company, which originally started off as a single-product drink company to now a co mpany that boasts a very solid single-product in Coca-Cola with alternatives in all aspects of the non-alcoholic drink market. Its popularization of Coca-Cola through its schemes of labeling it as fun and family friendly has helped the company strive towards is goals as a company highlighted in its mission of making its products widely available and pleasant the world.Coca-Colas current state has shown that it can continue to utilize the same strategies explained towards its success in the future. The Coca-Cola Company has already shown that it can succeed at all types of time periods since the company is well over 100 years old. Its experience and its smart and effective strategies will be key towards its positive future. &8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212 1 . http//www. thecoca-colacompany. com/heritage/cokelore_santa. html