CocaCola Evaluation Report Free Essay Samples & Outline

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Sample Essay on CocaCola Evaluation Report



Problem Statement
There exists uncertainty within the company on which business to significantly invest in due to its considerable outperformance in the market.


Purpose Statement
Develop an evaluation report of Coca-Cola Company in order to establish its performance and eligibility as the business to invest in.

Executive Summary

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 publics 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.


The company

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.


Quality concerns

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.


Market Share


Competition

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.


Strategic approaches

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.


Financial standing
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.


Conclusion
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.

Work Cited

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.