Coca Cola Strategy Case Study Analysis


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Coca–Cola Company 2007Company Background

The Coca-Cola Company manufactures, distributes and markets nonalcoholic beverageconcentrates and syrups. Coca-Cola owns or licenses more than 400 brands, including dietand light beverages, waters, juice and juice drinks, teas, coffees, sports and energy drinks. Ithas ownership interests in numerous bottling and canning operations. Coca- Cola sellsfinished beverage products bearing the Coca-Cola trademarks in more than 200 countries. AsDecember 31, 2006, Coca-Cola operated through eight segments: Africa; East, South Asiaand Pacific Rim; European Union; Latin America; North America; North Asia, Eurasia andMiddle East; The activities of Coca-Cola straddle all sectors of the soft drink industry: inworldwide trade in 2004 it led in volume and value the carbonates, fruit juice and Ready toDrink (RTD), coffee sectors. It was the second leading player in the world in functionaldrinks and Asian specialty drinks. It was number three in bottled water. With regard toconcentrates, Coca-Cola held second place in volume and ranked third in the world in valueterms. In RTD tea, Coca-Cola ranked number one in value and number three in volume terms.

Financial Performance:

Coca- Coca-Cola grew turnover by approximately 4 percent in 2006. In the same

year itreached nearly US$24 billion. The company generated 73 percent of the

revenue fromlocations outside the company's domestic US market. The shift

towards foreign markets as afinancial concern is likely to continue. Recent growth has been chiefly in the form of brandextensions and an

ever-expanding distribution network. However, at a global level, stagnationin

carbonates has affected volume growth for Coca-Cola. Volume growth in terms

of casesgrew by only 2 percent in 2006, and remained stagnant in the key North

American andEurope, Eurasia and Middle East markets. This slow down in carbonates has impacted someinvestors'

 perception of the future financial growth potential of the firm.


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