Coca-Cola Financial Perspective - Essay Example

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Running Head: Coca-Cola Financial Perspective 2nd April 2012 Introduction Coca-Cola Company is an international soft drink firm that is based in US. Being headquartered in Atlanta, Georgia, the company operates in more than 200 countries…
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Download file to see previous pages The vision of the company covers internal and external factors that influence its operations (Begley, 2000). These include people, portfolio, partners, planet, profit and productivity. People-The company aims at motivating it employees to enhance their performance Portfolio-Coca-Cola aims at expanding its brand portfolio and bring to the world quality brands that meet the needs of its consumers. Partners- Coca-Cola aims at creating a strong network of suppliers and customers. Planet-Coca-Cola is focused at becoming a responsible firm that supports sustainable communities (Kurtz, 2010). Profit-To maximize shareholders returns and improve on its profitability. Productivity-Coca-Cola aims at becoming an effective and fast growing company. Overall strategy In its effort to produce quality brands that have remained competitive in the soft-drink industry, Coca-Cola has adopted a winning culture that defines its behaviors towards its 2020 vision. These include effective leadership, collaboration, integrity, accountability, passion, diversity and quality. To ensure it remains the market leader, in the soft drink industry, the company has embarked on providing quality brands that meet the needs of its consumers (Habermas, 1989). Examples of brands manufactured by the company include Valpre, Powerade, Coke, Sprite, Nestea, and Dasani Water among others. The financial stability of Coca-Cola has been enhanced by its culture of acquisitions and merger. Key companies that have been acquired by Coca-Cola include Minute Maid, Barq’s, Odwalla, Fuze Beverage, and Columbia Pictures among others. As a result, the company has expanded its assets to reach at approximately US$ 73 billion. The table below indicates the financial performance of the company in 2010 and 2011 financial years. Items 2011 2010 Gross profit 28,326 22,426 Operating income 10,154 8,449 Income before income tax 11,439 14,243 Consolidated net income 8,634 11,859 Net income 8,572 1,809 From the table above it is clear that while the company registered a significant increment of the gross profit, operating income and net income in 2011, the income before income tax and consolidated net income was low in 2011 as compared to 2010 (Baker, 2008). Marketing strategies Coca-Cola marketing strategies include e-marketing, product innovation, extensive advertisement and promotional strategies for example sponsorship of FIFA World Cup. In this way, the company has been able to expand its customer base as well as acquire a substantial market segment in the world soft drink market (Stephen and Kate, 2006). Coca-Cola management systems In order to improve the quality of its products, Coca-Cola has implemented Coca-Cola Operating Requirements (KORE) as one of its key management system. Key roles of KORE include improvement of the product quality, as well as safeguarding the security and health of its workers. In addition, the company has adopted eKOsystem in its bottling facilities (Stuart, 2009). The eKOsystem aims at initiating control measures that include water resources management, ozone protection, waste management as well as energy management. Objectives for improving the organization's financial position objectives Introduction of low priced products. To increase total sales and satisfy the customers with the gratifying taste of quality products. Production of healthy beverages lines which do not have negative effects on the consumer’ ...Download file to see next pagesRead More
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