Although company has maintained its performance in the year 2009 and sold more than 1.7 billion of unit cases of juices, still, the increasing competition in the global market is raising concerns for the company. In this report, the analysis of the company will be done by analysing its operations in different world markets. Finally, based on analysis, a conclusion and recommendations will be presented.
Coca Cola is offering a variety of beverages and drinks worldwide and the products of the company can be categorised into different groups including Energy drinks, Juices, Soft drinks, Sports drinks, Tea and Coffee, Water and others (Coca Cola website, n.d.). It is interesting to note that the soft drinks of the company are being considered as the trademark of Coca Cola however, different drinks are very popular among local communities.
In order to explain how Coca Cola is targeting the local regions and communities, I will like to quote an example. Appollinaris is one of the product brands of Coca Cola and it comes under “water drink type”. This mineral water is available in three flavours including apple, lemon and normal or unflavoured water. Moreover, Appollinaris is only available in Germany and New Caledonia. Similarly, the soft drink of Coca Cola is available in different flavours including Cola, Cola Lemon Lime, Cola Lemon, Cola Orange, Cola Green Tea, Cola Lime and Cola Raspberry (Coca Cola Website, n.d.).
This example shows that Coca Cola is not pursuing standardised strategy but it has been introducing products based on the needs of the market where it operates. The major reason which is posing great threats for the company is the external environment and the market changes. The market changes include the regulatory changes and socio economic changes. The mission statement of the company also shows that the two long term objectives of