Coca-Cola

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THE COCA-COLA COMPANY

ENT513 MANAGING HI-GROWTH TECHNOLOGY COMPANIES AND PUBLIC-LISTED COMPANIES

INDIVIDUAL ASSIGNMENT

TAY WEN HONG VINCENT

Vision of Coca-Cola

To be leader in soft drink and health drink industry in the world.

Unique key success factors

Marketing

Coca-Cola Company uses innovative advertising to maintain its market share and growing new market. During Christmas, Coca-Cola gives audience a impression that Christmas and Coca-Cola is together, with many slogan becoming household phrase, for example, “Always Coca Cola”

Innovation

Coca-Cola Company had move from a single core product, Coca-Cola to a total beverage company, for example, Lemonades, Sport Drinks, Bottled Water and juices.

Product Diversification

The Coca-Cola Company supplies over 400 drink brand to different countries, this include,

• Coke

• Diet Coke

• Vanilla Coke

• Cherry Coke

• Coca-Cola Zero

• Sprite Nestea

• Fruitopia Fruit Juice

Coca-Cola’s Past Performances

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This is an overview of the Coca-Cola’s financial statements for year 2005 to 2007. Basically, Coca-Cola is growing relatively constant in term of its operating revenues, gross profit and net profit. Every year, Coca-Cola without fail will pay their shareholders dividends having a share price range of 1.12 – 1.36. Under long term debt, its show that in year 2007 it borrow around thrice the amount it normally borrowed. This may due to needing more funds to diversify into other industry segment, for example, fruit juice.

Coca-Cola goal achieved in 3,5,10 years

3 years – Having a portion in energy health drink segment

5 years – Having at least 30% of the market share in the energy health drink segment

- To be number one soft drinks in India

10 years – Being a leader in carbonated and energy healthy drink market.

SWOT

|Strengths |Weaknesses...