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Power of Marketing: Practitioner Perspectives in Asia of Coca-Cola - Research Paper Example

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The author states that a publicly listed company has the duty to make sure that the shareholders get a return on their investments. Therefore, there is a need, for a company like Coca Cola to ensure that it mounts an aggressive campaign to ensure that it makes the most sales. …
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Power of Marketing: Practitioner Perspectives in Asia of Coca-Cola
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Download file to see previous pages At the time, Jacobs’ Pharmacy was the biggest drug store in Atlanta. Pemberton wanted the pharmacist to sell the syrup at his soda fountain for five cents a glass. At this point, there arose a need for a name for this product, and hence Pemberton’s business partner, Frank Robinson suggested “Coca-Cola” a name he thought would be attractive in an advertisement (Bodden 2009). In 1889, Pemberton’s Coca-Cola brand, as well as, the formula was brought up by Asa Candler in 1889. Candler went on to incorporate the company in 1892. Other than its main flagship beverage product which is the Coca-Cola beverage, the company has grown on to offer more than 500 different beverage brands in over 200 territories or countries globally. The company serves 1.6 billion servings each day. According to the company’s website, the company’s Mission statement is divided into three points that are: to refresh the world, to inspire moments of optimism and happiness and to create value and make a difference. Coca Cola’s vision can be summarized as: the company exists to benefit and refresh everyone it touches (Bogardus 2004). The vision is split into a number of goals that the company seeks to achieve. These are: to be a grand place where populace is enthused to be the best they can be, supply the world with quality brands that satisfy their desires and needs, to nurture a successful network of both customers and suppliers, globally to be a responsible citizen by helping create sustainable communities, maximize long-term returns while being mindful of overall responsibilities and the final one being a highly effective lean and fast-moving organization. The company has stated that it has a winning culture to ensure that its vision 2020, which encompasses its mission and vision as well as values, is a success. Currently, the company employs 55,000 people 44,000 of those outside the United States. (Ma’arif 2007) this is in keeping with one of its visions. The company does not directly hire all its employees as some are indirectly employed. The depot operators in many countries, the suppliers, the transporters among others are, but examples of indirectly employed people. The company has also created an environment that encourages employees to develop and perform to their fullest potential. Simultaneously, the corporation has won a number of awards for its products. Some of these awards are the product of the year award, Non-Alcoholic Beverages Category, in Germany, in 2006. It also won the Brand of the Year Award in Poland 2006. Another award is the Most Trusted Brand award in India in 2006, as well as, Ireland’s No.1 Brand 2006 (Ma’arif 2007). This is an affirmation that this company is committed to attaining and maintaining its vision. The link between Coca-Cola’s Mission and Vision and her strategic goals Coca-Cola Company has a vision 2020 which seeks to double its revenue to $200 billion. It also seeks to increase the sales level to 3 billion servings daily (Pride and Ferrell 2012). The company plans to ensure that this is a reality through achieving one of its visions. This is strengthening the relations with its associates to ensure that the corporation has a competitive edge both locally as well as globally.  ...Download file to see next pagesRead More
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