Add for Ch. 4- Marketing Environment

(To fix my definition for Cola-Cola's target market on chapetr 4 post),

 

Coca-Cola target market is based on age, the most potential consumers are teens and young adults; between the ages of 14-25. Coca-Cola has been trying to reach consumers over the age 40's as well.

Over the last decade the company has focused on second target market of consumers that are health conscious and interested in buying products to support the lifestyle. The company produced product lines and provided healthy resources and marketing of products that fit the lifestyle in their website.

Ch. 5 - Developing a Global vision

Coca-Cola is a multinational corporation, "A company that is heavily engaged in international trad, beyond exporting and importing", MKTG text book, p.57.

It all started in 1920 and 30's, the company began a major push to establish bottling operations outside the U.S.. The first countries were France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. After the fall of Berlin wall the company heavily invested to built it name and roots in the Eastern Europe. By the end of the 90's the bottling system grew up with roots deeply planted in local community over the world.

Coca-Cola is the largest company in the world of nonalcoholic, ready-to-drink, beverages. The company has more than 300 bottling partners worldwide.

Coca-Cola is focuses on create a positive difference in the world. The company focuses on 7 core:

1. Beverages benefit: variety of beverages that will fit every lifestyle with quality.

2. Active healthy living: support health through product variety, nutrition education and physical activity programs.

3. Community economic development: creation of economic and social opportunities.

4. Energy efficiency and climate protection.

5. Sustainable packaging.

6. Water stewardship.

7. Work place: create diverse with international respected human rights.

Coca-Cola manufactures the beverages bases and syrups and sells them to bottling operations. The company owns or license the brand and focuses on marketing activities as advertisements, online programs, package design and etc to connect the brand to the costumers. Coca-Cola company does not own or control most of the bottling partners.

Coca-Cola company constantly exploring new ways to improve business and enhance relationships with farmers and consumers. Expending beverages and improving packaging, sales equipment, distribution and costumer service is the way the company has been building the business. The goal is to reward the shareholders, satisfy costumers and contribute positively communities around the world.

" There has never been a better time to be in the business of refreshment, Local languages may be differ but the language of refreshment is universal", said Muhatar Kent, Chairman of the Board and Chief Executive Officer.

Ch. 4 - The marketing enviroment

Coca-Cola company has over 3,000 different beverages. From the standard Coca-Cola bottle to nectar juice box neutrally sweetened with stevia (stevia- in the sunflower family, grown for its sweet leaves).

Coca-Cola company does not focus on target market, It serves everyone. The company offers Coca-Cola in low to high calories level, different packaging and different flavors that reaching all types of group, from childhood to old age.

"We are a global family of people working together to bring your family a wide array of beverage choices to meet your beverage needs every day. We are honored that for over a century, we have been invited to be a part of your everyday lives; from your simplest routines to your social celebrations. You have trusted our products and brought them in to your home to be enjoyed by the whole family" (Muthar King, Chairman of the Board and Chief Executive Officer).

One of Coca-Cola company's goal is to "Refresh the world", meaning that they always need to look ahead, to prepare for what's about to come.Coca-Cola strategic planing is to focus on the market, market orientation. Therefore, They the company successfully trying to be part of every family's life. The company has been promoting different products as energy drinks, juices, soft drinks, sports drinks, tea and coffee, water and others.

  * Coca-Cola target all age groups, as for young - the packaging is attracting, and Coca-Cola is a brand, it's cool to drink. For older it classified as a classic drink, it used in parties or work.

  * Ethnic groups, Coca-Cola located in more than 200 different countries, 1 of the missions Coca-Cola has is to "Refresh the world" or "[to] possess a world view", The company's goal is to touch everyone.

For example, in my country, Israel, every Friday night all the family is gathering for a "Friday dinner". I can't remember even 1 family dinner without at least 2 bottles of Coca-Cola.

  * Economic factor, Coca-Cola prices are similar to othe cometitive companies, It's affordable for everyone.

Ch. 3 - Ethics & Social responsibility

According to The Coca Cola company official website, "At the Coca-Cola company, We aim to lead by example and to learn from experience. We set an high standards for our people at all levels and strive to consistently meet them."

Coca Cola dedicate 49 pages of the Code of business conduct, it serves to guide the actions of employees consistent with the company values. The Code of business conduct is the core for ethics in the company. The code requires honesty and integrity that all their employees must read, understand and follow.

Coca-Cola is a worldwide company, located in more than 200 countries all over the world, Therefore the company needs to deal with various of employees with different values and clients with different needs. The Coca-Cola company has Ethics & compliance office that determine code violations and discipline and administered varity of training courses. More than 50,000 employees completed training sessions on the Code of Business Conduct: European Union competition law, Latin American competition law, financial integrity, intellectual property and competitive intelligence, drug-free workplace and preventing workplace violence.

Since 2006 Coca-Cola has been an active member of the UNGC (United nation global compact) and this year, 2011, the company together with approx 50 other companies participated in the 2011 launch of the UNGC Lead program, which is a platform for members striving to achieve higher levels of corporate sustainability performance.

Coca-Cola company commitment to make a positive difference in the world, focuses on few core areas key to business sustainability:

- Energy efficiency and climate protection , This page will take you to Coca-Cola's company website which you can view the plans for energy efficiency and protections.

- Sustainable packaging- Create solutions by advancing a global sustainable packaging.

- Active healthy living- Being part of the solustion to the obesity problems in the society.

- Water stewardship.

- Developing economies through business and partnership- Foster sustainable communities through economic development, philanthropy and the creation of economic and social opportunities.

Recent News:

- 9/8/2011 Coca-Cola leads the charge toward greener.

- 8/26/2011 Coca-Cola joins alliance to measure and map global water risks.

- 8/12/2011 Donates $1.4 million for hunger reliefe in Kenya, Euthopian and Somalia.

Muhtar Kent, Chairman and Chief Executive Officer, The Coca-Cola Company
Atlanta, GA, April 27, 2011
"Beyond all the positive trends, numbers and dynamics shaping our industry over the next 10 years, there is a simple truth that reminds us every single day why we at Coca-Cola love our business and our system so much.
It's what we see in the course of our daily lives. It's a world yearning not just for the beverages we provide but the ideals and values Coca-Cola represents."

Strategic planning

The idea of anything can be successful if it packed and sold right is what made Coca Cola the greatest product it's today.
Coca Cola using aggressive marketing to sell produc. From 1 small corner store that sold 9 drinks a day, 125 years ago, to a billion sales worldwide.
Their product is product competitive advantage.

How it happened and still happening?
Coca Cola has been using the best photographers, the best designers to make the most unique and unforgettable commercials, calenders, ads, magazines.
It all started back than, 125 years ago, when Savvy local business man, Asa Candler, saw the potential in Coca Cola and bought it from John Pemberton. Asa strategic planning was the use of aggressive advertisements, everywhere and all the time to reach the consumer. From his point of view it was the key for success .
Asa used the best photographers and writers to illustrate magazines, calenders and commercials with colours that best attract. The icon, Coca Cola, started to appear every where. To refresh and touch the consumer they used for example, Santa clous and soldiers from world-war 2 in their commercials.
In 1950's Coca Cola design the famous glass bottle that is unique for his appearance, it's easy to recognize, shines even at night and looks good.
Coca Cola's company today built an harmony image to be realized by catchy songs and common symbols that made it a worldwide company that located in 206 different countries.
The company is promoting beverages and unique commercial edit by the best designers.
Coca Cola has been using global employees that bringing different aspects to the company.
The different between Coca Cola to other companies is that Coca Cola challenge operator on huge scale located on 206 different countries, and by that Coca Cola is everywhere in almost every families life.
* Last promotion of the company was the idea of volunteering in specifically corporate social. Responsibility employees volunteer their time to charitable organization.