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There exists uncertainty within the company on which business to significantly invest in due to its considerable outperformance in the market.
Develop an evaluation report of Coca-Cola Company in order to establish its performance and eligibility as the business to invest in.
Coca-Cola Company is among the top most ranked corporation in the world as it operates as an international company specializing in the manufacture of carbonated, nonalcoholic beverages, concentrates and syrups. The report evaluates the procedures and operations of Coca-Cola in order to establish its eligibility as the company to invest in. An intensive internal and external analysis of the company provides a clear overview of the key issues affecting the company.
The report has been categorized into different sections in order to address specific issues evident from Coca-Cola Company. The research has been conducted under the use of different material such online journals, articles and reports on the company. The views of key stakeholders and public have also been put into consideration in order to determine the positioning and performance of Coca-Cola within the global market. The recommendations made and findings are based on research evident both intrinsically and extrinsically on the organization.
The report also lays emphasis on a number of aspects such as the quality concerns existing within the company. Coca-Cola’s products have also been uniquely branded and standardized through a quality focused approach as outlined within the product and branding sections of the report. Having operated for a long period of time, the company’s structure has been modified to suit the increasingly large market. The report also provides an overview of the market with which Coca-Cola serves and the existing competitors within the market. Most significantly, the report provides a number of evidently supported arguments that proof’s why the company should consider investing in Coca-Cola.
Coca-Cola Corporation, being a publicly traded company, is considered unique global trademark. Coca-Cola has maintained popularity all over the world thus becoming the leading company in the manufacture and sale of soft drinks. The company has been in operation for 130 years as it was established in 1886, currently achieving up to 1.8 servings per day. The company produces over 400 brands thus facilitate consumption of its beverage products by different consumers in the attempt to meet varying preferences. Many aspects have proved the superiority of Coca-Cola over other companies in terms of the management structure, implementation plan, and positioning and market mix strategy. The company’s mission statement is “to refresh the world in mind, body and spirit and to inspire moments of optimism and happiness through our brands and actions.” It has formulated a number of goals and objectives as targets to facilitate internal conformance to mission and vision statements.
Products and branding
The company’s main operations revolve around manufacturing and sale of soft drinks being produced in a wide range of brands such as Coca-Cola, Fanta, sprite, Dasani, Diet Coke, Coca-Cola Zero, Minute maid, among others. Branding has facilitated the continued success of the company in different perspectives. “Brands manifest their impact at three primary levels – customer-market, product-market, and financial-market.” Keller et al, 1. The products have been developed under the consideration of different factors such as health and environmental concerns. This is evident from the company’s strategic approaches where it has prioritized in the manufacture of recyclable and renewable bottles.
The company strives to ensure highly standardized products in quality and safety and continually assures consumer of continued consistency. Adherence to safety and quality has been proved to be directly linked to the success of the company. An integrated management program is set to ensure adherence to the strict specifications, requirements and policies. The program also monitors the company’s performance all over the world through the measurement of its operations, consumers and achievements thus keeping up with the global production and distribution standards.
Testing is done in all phases using the most appropriate technologies or state of art methods to ensure standardized products. Coca-Cola company strategic approaches, developed in accordance to the company’s manufacturing and distribution standards, enhance monitoring in order to ensure conformance to consumer expectations and achievement of company goals and objectives. The company has also been able to achieve quality though monitoring of current changes and trends in the market, engagement in industrial organizations, setting standards and keeping up to date with new regulations.
Some consumers have raised concerns about Bisphenol A (BPA) which is a chemical used for manufacturing plastics and bottle top lining. This chemical has been associated with health issues such as cancer when leaked into food and beverages. It poses harm when individuals are exposed to it in high concentrations. In consideration of scientific findings, Coca-Cola assures consumer that the products do not pose harm to them under in the current levels of exposure. It is also working on other alternatives that may minimize the risks of exposure to BPA.
The company has developed approaches that facilitate monitoring of competitors, their strategies and approaches to continually maintain a strong positive influence on such aspects as: profitability, growth, market cap, employees and sales. There exist a number of companies that specialize in the manufacture and sale of similar non-alcoholic beverage products such as Pepsi Co located in United Sates. The non-alcoholic beverage producing firms are numerous making the industry very competitive. Coca-Cola competes with multiple firms located in different geographical locations some of which specialize on primary production.
The company prioritizes its sales over a wide range of consumers located in different segments all over the world in order to enhance better positioning within the market. Statistical reports in 2004 show that an approximate of 10% of the total market utilizing non-alcoholic drinks is owned by Coca Cola. The company is closely followed by its competitor; it is therefore developing better strategies that enhance development of approaches that facilitate achievement of set targets.
Some researchers have utilized the use of porter’s five force model to analyze the competition faced by Coca-Cola Company. Puravankara, 2007 (pg. 17) use porter’s five force model to assess the level of competition to which Coca-Cola is exposed to. The five forces include: competition from already existing rivals within the market, threat to new entrants, threat to substitute products and services, bargaining power among the suppliers and that of the buyers.
A number of issues have called for restructuring of strategic approaches being applied within the company so to facilitate conformance to the planned procedures. The company has been characterized by a decrease in sales in carbonated soft drink sector, increasing health concerns and competition from rivals who specialize in the manufacture of soft drinks. There has also been a need to meet different consumer tastes.
The company has therefore formulated undifferentiated targeting where it uses a common marketing mix aimed at meeting different consumer preferences. The “one brand” worldwide marketing technique targeted at reinforcing the Coca-Cola brand. The single Coca-Cola brand shares same visual and values iconography considering that individuals may opt for the brand in different ways
Coca-Cola has used segmented revenue strategy and employee incentives alignment as the major approach for varying the market type. It focuses on building future foundations by building strong consumer relationship and increasing sales volumes and keeping the beverages affordable among all market segments. A balance between pricing and volume is struck in the developing market to facilitate continued performance of the company. On the other hand, it has relied on enhancing profitability and price/mix among the already developed markets.
Through comprehensive marketing and advertising on its brands, Coca-Cola has been able to maintain a healthy business investment that not only focuses on current sales but also improving on future needs. It has invested on quality and quantity as the major attributes that contributes to marketing of these products. The company has created new partnership with Monster Beverage Corporation where it has invested remarkably on it expansive beverage portfolio.
Coca-Cola company has reduced its cost through rebuilding on it growth momentum and prioritizing on the company’s financial flexibility. This technique has increased productivity and efficiency. It relies on a solution referred to as “zero-based work” which aims at looking into the company as one that assumes commencing the cost budget at zero and ought not to be carried over to the previous year’s established levels.
The company specializes in the production of products at affordable prices and the use of advancing technologies thus maintaining a competitive edge. The company has recently employed the use of a new vending machine which has brought about a number of opportunities such as increase in efficiency, profitability, and accessibility to consumers.
Employees are the key to consumer relations within any organization. Coca-Cola has generated an environment where its employees continually appreciate the status of the company. It has reshaped its business structures in such ways that the working patterns have been made more simplified, smarter, more efficient and faster. Regional business units have been interconnected to the headquarters as opposed to the initial structure where it had a layer of functional management. This process also removed barriers and roadblocks making the company more responsive and effective.
The company produces annual reports on it financial performance in order to continually track the level of company operations. Moreover, the reports also reflect on the key areas of accomplishment such as product integrity, quality and safety, innovation, marketing, workplace rights, community support and environmental protection.
73% of the revenue within the company is generated from locations outside US market with statistics showing a turnover reaching nearly $24 billion. Brand extensions have contribute greatly to the recent growth of the company though it has been affected at worldwide level by the stagnation of carbonates. Due to adherence to the strategic approaches, the company realized an increased productivity exceeding $600 million in the year 2015. The company sees productivity increase as a day to day process other than a long term series of event. The table below provides an overview of income levels in the years 2013, 2014 and 2015.
Coca-Cola acts as an international company that for years has maintained a unique position within the market. Through the intensive overview, the report proves the worthiness of Coca-Cola Company as the most appropriate business to invest in. Due to the increasing preference among consumers to go for non-carbonated beverage, Coca-Cola should prioritize diversification and shifting into noncarbonated sector other than depending greatly on carbonated beverages. The structuring and coordination of different aspects within the company have facilitated the competitive advantage of the company. However, the organization should consider timely review and monitoring of the operations in order to ensure that it meets the rising consumer needs and the company’s goals and objectives.
Annual review report 2015. Coca Cola Company.
Damodaran, Aswath. "Valuing young, start-up and growth companies: estimation issues and valuation challenges." Available at SSRN 1418687 (2009)..
Indiatsy, C., et al. "The Application of Porter’s Five Forces Model on Organization Performance: A Case of Cooperative Bank of Kenya Ltd." European Journal of Business and Management 6.16 (2014).
Keller, Kevin Lane, and Donald R. Lehmann. "Brands and branding: Research findings and future priorities." Marketing science 25.6 (2006): 740-759.
Mission, Vision and Values. Coca-Cola company website:
Puravankara, Dinesh. Strategic analysis of the coca-cola company. Diss. SIMON FRASER UNIVERSITY, 2007.
Currently, with the accelerating rate of globalization, global companies are continuously increasing. Their performance in the global economy are significantly promoting creation of liberated markets and thus increasing the number of outlets in different regions. Competition, on the other hand, is increasing significantly. This is gearing the process of technology advancement and as well improved qualities for products. Normally, as competition fuels, consumers from different region have a variety of similar products and thus promoting the satisfaction of their needs. Maintenance of the desirable performance of global organizations require effective financial management and planning.
Coca Cola and Pepsi are among the most common global companies with their products enjoyed in different global regions (Coca-Cola, 2013). For more than a century, these companies have been battling each other on acquisition and maintenance of markets. On an economic point of view, the rivalry demonstrates an aspect of legendary brand tussle. In some situations, the brand rivalry of these companies is getting personal. Their success attributes to the proper strategic management and decision-making processes adopted. The paper is an analysis of the financial management of these companies, providing several approaches to the investment mechanisms applied and the financial levels of these companies.
1. Historical perspective of Coca Cola and Pepsi
Prior to undertaking the financial review of these companies, it is essential to develop a comprehensive analytic approach of the historical data of these companies. In this section, the discussion will aim at developing a comprehensive approach to the history advancement of these companies (Jay Bray Cabaña, 2014).
Overview of Pepsi
The company began its operations in 1898 with its headquarters in New Bern, North Carolina. It is among the Pepsi Beverages America (Zameenzad, 2004). The pharmacist Caleb Bradham founded the company and initially the royal customers named the brand, Pepsi Cola “Brad’s Drink”. The United States government gave the founder the patent rights of the brand on 1903. In U.S, the company was the first to switch from using the horse-drawn transport methods to motor vehicles. Attainment of the first logo design used for the company was in the year 1906. From this period, numerous changes have continuously been increasing (Cortés, 2013).
Surprisingly, despite the current success states of the company, the company has entered a couple of bankruptcy conditions. These conditions have as well contributed to appointment of several board of directors and as well evaluation of new marketing strategies and innovation of new products currently supplied globally. Among the prevailing successful marketing strategies introduced in the company is the Pepsi Stuff strategy that had its focus on increasing the innovative nature of the company. Additionally, in these changes, the company as well introduced the redesigned cans in 2007. In the following year, 2008, the company underwent another strategic overhaul of its entire brand followed by introduction of a new logo (Gill, 2010).
Since then, the company has as well introduced other strategic products such as the Pepsi Next, which is a cola containing half the calorie amount in comparison with the ordinary Pepsi (Coca-Cola, 2013).
Mission statement and visions of the company
As a global company, Pepsi Cola focuses on improving the quality of products supplied to the customers and as well increasing the intent of fair competition with other similar companies in the market. These policies governing the company’s operations have a strong reliance on the mission statement and the visions presented by the company.
Initially, during the starting of the company, its founders focused on being a company with a premier reputation tom its customers where, it focused on increasing the convenience of foods and beverages (Cortés, 2013). Mainly, it seemed at producing some financial rewards to its investors and providing unlimited opportunities for the development process of the organization and as well enriching the employees and other partner companies (Jay Bray Cabaña, 2014). Honesty remains as the major policy spear header for the company. Over the last decade, based on the analysis data presented by the market trends and the different aspects of the company, Pepsi remained among the most fair and honest companies to its customers and employee. These perspectives significantly attribute to its success in the global market (Bodden, 2011).
On the other hand, despite the strong mission statement developed by the company, it is as well important to have an integrative attitude and evaluation of the visions and future goals of the company. Firstly, the company takes the sole responsibility of continuously improving its aspects and image globally. Its struggle not only confines on economic and management aspects, but also aim at creating better futures for the company. On the other hand, since it is a society-alert company, it focuses on developing programs and activities that support and benefit the society aiming at building the shareholder value and ensuring that the company is sustainable globally (Bodden, 2011).
As developed earlier, Pepsi Cola is a beverage company. While in the market, customers have wide varieties of drinks from the company (Gill, 2010). The versified variety improves and increases the nature of its goodwill among its clients. In this section, the report will analyze the company’s products.
Aquafina – this is bottled water product from the company. It undergoes a series of purification and processing processes aiming at meeting the refreshment standards required by the body.
Cheetos – this is a snack product from the company (Jay Bray Cabaña, 2014). Many consumer call it cheesy crunch that significantly adds up cheerful moments to daily life. Interestingly, you cannot eat the snack without smiling (Bodden, 2011).
Lays – another Pepsi’s snack made from potato chips. Mostly, many consumers use the product while sharing memorable moments with their peers and friends.
Tropicana – this is the strongest brand name in Pepsi Cola’s products. The juice contains plenty of nutrients and high-quality flavors that make it a preference among many consumers.
Mountain Dew – another quenching drink from the company that provides a great extent of taste (Bodden, 2011).
Pepsi – lastly, this is the bold and center of attraction for the company as it competes with other beverage companies globally.
The company comprises of a board of directors in charge of the operations and different departments of the company.
The coca cola company
It well known established company that was started in 1892. A man started it by the name Chandler after first attempt of establishing the company had failed. The company produces the Coca-Cola products that is, the soft drinks that are carbonated. The Coca Cola company is branded the name coke, which is also their registered trademark since March 27, 1944. When John Smyth Pemberton established the company, he used to sell the dink in a jug to a pharmacy where his customers came to buy (Jay Bray Cabaña, 2014). The intention was to produce medicine for the patients until when Chandler driven by the ideas of a businessman, and full of marketing tactics came up with the idea of soft drinks that has up to date been dominant in the current market (Cortés, 2013).
The company manufactures the concentrate, the concentrates is then distributed to the licensed bottlers companies that are known as the coca cola bottlers.in these companies they use the concentrate together with the water and sweeteners to produce the finished product. The company then pack the product in cans and bottles that is later distributed to retail and wholesale consumers (Bennett, 2010).
The company has a mission to inspire, innovate and making a difference to the lives of their customers, employees and consumers (Zameenzad, 2004). These is through refreshing their minds through their beverages. They have established their indicator of their success as the happiness for the people they serve who get the solutions and benefits from the coca cola company’s products. Also, target to refresh the world (Senker, 2012).
In an effort to achieve the mission the company has put in place, it developed a number vision to guide them. Visions are to direct the bottlers to deliver good results and the decision making so that the customers can be able to benefit. They aim at being the first choice refreshment company to the people by being closer to the people and a great place (Gill, 2010). They also focus at bringing to the people different brands and types of beverages so that each person’s desires are satisfied and fulfilled. In their productivity, they aim to be the fastest growing company with effective responsibility to the citizen across the world (Jay Bray Cabaña, 2014).
They are guided by principled values such as,
Quality: They produces the best quality of soft drinks that is able to refresh every person.
Leadership: They give the best inspiring solutions, and embrace very innovative ideas for the development of the company.
Improvement: The company has given room for improvement by being able to listen, they observe the reactions of the customers, their staffs are given chance to think on improvement and learn to be better than they are.
Service- The company has very competent staffs that works with urgency to its customers. They respect their customers and give them the best services.
Product analysis. Due to the rising demands from the consumers the company has come up with different brands of beverages introducing new favors in the market, some of the company’s existing brands in the current markets includes the following;
Diet coke- These was the first drink to be introduced in the market after they got their trademark. It is a sugar free drink and free from calorie. It gives the consumer a light boost when they have a busy day.it has a very delicious and a crisp taste.
Coca cola zero. This is a drink that was specific dedicated to the adults and young generation. it contains zero sugar. it is believed to produce a coke taste. Very popular among the young adults (Coca-Cola, 2013).
Dasani- The coca cola company produces the best nutritious mineral pure water. It has a great taste to the consumers. This water has a natural taste (Jay Bray Cabaña, 2014).
Sprite- in the current world, sprite rank as the number 3 soft drink. These is due to its ability to quench thirst and enable a person to be true to oneself. It is the leading lemon-lime flavored drink in the world. It has stood to be the favorite to the young generation since it was introduced in 1961 (Cortés, 2013).
Fanta- The second oldest brand of the company .it has a fruity taste that give children an exciting moment. The orange flavor is the leading selling drink Fanta flavor (Gill, 2010).
Minute maid- It is the best fruit juice ever with very nutritious heritage. It is the best quality of juices the company produces to the market.it is produced from quality fruits. The company has all varieties of fruits favors that will suits the consumers (Senker, 2012).
Fresca. This unique product is a caffeine free. It is a soft drink with a citrus taste .it is mostly grapefruit-flavored drinks and in some parts of the world, it is sweetened with sugar.
Burn- It is a soft drink that contains ingredients that energizes.it is designed to give power to the consumers. It is very popular to the athletes and adventurous.
The following group of people manages the company
The chief marketing and commercial officer. These people sets the vision for the company he identifies the position of the company in the current market.
Chief sustainability officer, is the person who is responsible for the companies sustainability, she maintains the company work and ensures there is smooth running of the company.
The leader of quality function. She dwells mostly on the consumers; she ensures that the consumers sustain their trust to the company.
The marketing communication officer. Ensures that the products of the company are well advertised to the people and the communication between the consumers and company is essential.
Normally, the net profit margin is a critical measure of the bottom-line profitability. As in the companies, the profitability of their operations can be evaluated using this profitability ratio. Apparently, a net profit margin of 10.15% reveals that for every dollar sale Pepsi Cola made, the company made 10.15 cents in the net income. On the other hand, an 18.32% margin ratio of Coca Cola reveals that the company made 18.32 cents from every dollar sale. Aiming at improving the ratio, the management can participate in an expense control strategies that focuses on increasing the net incomes from the sale of products (Bodden, 2011).
On the other hand, in the case of return on assets, the ratio percentage reveals the value of income made for every dollar asset value. Conversely, Coca Cola’s ratio of 9.53% indicates that the company generated an income of 9.53 cents for every dollar asset. Similarly, Pepsi Cola’s ratio of 8.7% indicates that the company made an income return of 8.7 cents from every dollar asset value. These ratios are safe for these companies as they significantly reveals that they have the competitive advantage in the global market and their performances are considerably effective. The ratio is dependent on the value of assets (Senker, 2012). Aiming at improving the ratio, the management may as well regulate the value of expenses encountered and as well regulate the overall marketing strategies in order to increase the value of sales thus accelerating the value of profits made (Bennett, 2010).
Lastly, the ratio evaluation of return on equity, on the other hand, indicates the net dollar return on the value of dollar investments in the company. Coca Cola’s return on equity of 25.88% indicates that the company had an income return of 25.88 cents per every dollar invested. Similarly, for the case of Pepsi Cola, it indicates that the company shareholders made an income of 27.76 cents for every dollar invested (Zameenzad, 2004). Henceforth, this is an important aspect of evaluation as it reflects the shareholder gains with respect to the net income received. Lastly, as a recommendation to these organizations, in the quest of controlling and aimed at improving the ratio, the management focus on a strategic marketing strategy that will significantly aid in increasing the value of sales thus gearing the net incomes (Coca-Cola, 2013).
3. New events
The coca cola company took part in sponsoring the Olympic Games in London in 2012. As the business-oriented company, these gave them the chance to sell their soft drinks to the people who came to the arena (Gill, 2010). They are also had the chance to market their products as people from different parts of the world came to the games to cheer their sportsmen.
The company got also the chance to strengthen their relationships with their customers. In London Olympic Games, the company gave promotions to the people who love their products by giving them an opportunity to carry the Olympic flame. These not only contributed to the raise of the people’s attitudes on the games but also created a platform to cement the name of the company to the people. As the social media, televisions and radios broadcast-ed on the progress off the games they first introduced and gave praises to the company that has sponsor the games. The people not only yearn to taste the most advertised products on the air but also they create a name and populates the company’s products.
The coca cola company took part in the super bowl. Championship game is held annually. It is a national football league found in the United States. The coca cola takes part in these games by refreshing the audiences and marketing their products on the walls of the grounds (Jay Bray Cabaña, 2014).
By the end of the games, the company is able to make huge profits from the massive sales it had to the customers. These helped them to earn more and increase their sales (Bennett, 2010). The sponsorship gives the investors the chance to know the company better. Some have the chance to work with the company as they interact while sponsoring the games. It is also a way to impress the investors through creating a good picture of their competence of serving their customers and giving their best (Gill, 2010).
The Pepsi Company has taken over the cricket in India, they has branded the game the Pepsi Indian premier league. In the league, most of the banners in the field are from the company. These has helped them to populate their name to the supporters of the game. In addition, the sportsmen in the game are given drinks from the Pepsi Company. As the activities continues and as the teams from places to place for the games, the Pepsi Company get the opportunity to travels with them to go and market their products to their fans.
The Pepsi Company has also been holding tournaments in Brazil named as the Pepsi volleyball tournaments. The tournament the winners are rewarded with gifts which have the Pepsi trademark or has the pictures of the Pepsi Company. These has enabled the company to market their products far wide and to make sure that their products are well known to the people. They also have a chance to sell their products to the funs as they come to cheer for their teams
Through these sponsorships and participation in games, the Pepsi Company has increased their sales on their products through creating large customers. They have also been able to sell their ideas to the people and established their name (Gill, 2010).
The company has been able to create a good picture to the investors through transparency of the goods and work. Also through the sponsorship, they work with different groups and hence gaining the ability of collaborating with other companies.
They also create a good rapport by supporting the teams and thus their idea of being innovative and serving their customers well is well established.
4. Income statement analysis
Comparing the income statements of these companies, based on the profits realized, it is evidently, that Coca Cola is placed better in comparison with Pepsi Cola. However, considering the trends presented by these companies from 2011 to 2013, it is vivid that there lies some differences in the value of profits made and the revenue generated in these companies. Coca Cola had its income revenue increasing from 2011 to 2012. This is in contrast with Pepsi Cola that experienced a depreciation during this period. In other words, these trends, as revealed from the income statements are essential in determination of the performances of these organizations (Bennett, 2010).
Despite the trend, Coca Cola’s trend was worrying in 2013 as it experienced a declined income values. This was in contrast to Pepsi Cola that increased its net income during this period. Apparently, considering the trends presented in these statements, it is arguably right stating that Pepsi Cola is displaying a positive trend, which is in contrast with the trend demonstrated by Coca Cola.
As a recommendation to the company, reduced sales revenue geared the declined net incomes during the financial year. Henceforth, it is essential for the managers to focus strongly on the specific methods of coping with market changes and increasing the value of sales. This can be by venturing into new markets and as well introducing new products to the market. Through these methods, Coca Cola can easily increase its net sales and thus improving the net incomes that will significantly boost its existence in the market (Senker, 2012).
Jay Bray Cabaña. (2014). Pepsi vs Coca Cola.
Gill, M., & Gill, C. (2010). Coke or Pepsi?: Unlimited!. Longwood, Fla: Fine Print.
Coca-Cola, . (2013). Coca cola. S.l.: Spruce Books.
Bodden, V. (2011). The story of Coca-Cola. London: Franklin Watts.
Bennett, A. G., & Bennett, A. G. (2010). The big book of marketing: Lessons and best practices from the world's greatest companies. New York: McGraw-Hill.
Cortés, R. (2013). A secret history of coffee, coca & cola. New York: Akashic Books.
Senker, C., & Foy, D. (2012). Coca Cola: The story behind the iconic business. London: Wayland.
Zameenzad, A. (2004). Pepsi and Maria. London: Maia Press.
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