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Coca-Cola Company - Research Paper Example

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Coca-Cola Company Letter of Transmittal The paper discusses about the strategies taken by Coca-Cola Company in the mature market in order to remain competitive. The strategies that are described in this paper will help to understand the reasons behind the continuous growth and success of Coca-Cola in the global business context…
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Coca-Cola Company

Download file to see previous pages... The mature market can turn out to be a barrier for the companies that desire to operate in such markets as well as to make an entry in the new market (Brown, 2002). It is very tough condition for a new company to introduce its products and services in the market when the chances of growth are less. Mature market creates a tough situation for the companies to expand. With due regard to this context, it can also be observed that the companies in a mature market faces tough times to extend its objective further because of the existence of the equilibrium condition in the market. The major characteristics of a mature market include slow overall growth of the market trends, decreasing industry profit ratio, influencing behavior played by the experienced buyer for the producers and increase in the market research for the products. The characteristics play a significant role in increasing the competition in terms of the market shares which lead to increase in the price of the product (Brown, 2002). In order to understand the scenario of a company’s operations in a mature market, the study intends to analyze the operational strategies taken by Coca-Cola Company, a leading global beverage corporation. ...
Overview of the Company The journey of Coca Cola was initiated in Atlanta, United States. It was founded by an Atlanta based pharmacist John Pemberton in 1886. John Pemberton discovered the solution to be used in preparing the drinks. The drink was readily preferred by the people, which initiated the long journey of a successful company. While the business was getting expanded John Pemberton’s bookkeeper named the drink as ‘Coca Cola’, and from then onwards the business was started as Coca Cola Company. Before realizing the growth and the success of the brand developed by him, John Pemberton passed away. Subsequently, Asa Griggs Candler, a businessman from Atlanta captured the rights to the business and became the inaugural President of the company to run the business (The Coca Cola Company, 2011). In the initial phases of commencement, keeping in view the need for expanding the Coca Cola business, it made the President Asa Griggs Candler to think about the safeguarding the brand. The measures taken by the President were primarily advertising the product authenticity so that consumer demand for it increases. Furthermore, the shape of container was also changed with attractive styles in order to differentiate it from other brands and to protect the product from being copied and sold in the market at a cheaper rate (The Coca Cola Company, 2011). During the World War II, in 1943, General Dwight D. Eisenhower asked the Coca Cola Company to take the trade overseas to ten bottling plants to serve the people with drinks during the time of war. Thereafter, when the war came to an end the company was allowed to do business overseas. This initiated the path for expansion for the company in the global shores. In due course of time, with the continued expansion ...Download file to see next pagesRead More
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