코카콜라와 그들의 경쟁회사들과의 전략 Comparison
PROFILE OF COCA-COLA 1
MISSION AND VISION STATEMENT 2
CORPORATE OBJECTIVE 3
Internal Factor Evaluation of Coca-Cola Corporation 4
External Factor Evaluation of Coca-Cola Corporation 7
Competitor Profile Matrix of Coca – Cola 11
Boston Matrix 14
STRATEGIC MATCHING 17
TOWS Matrix 17
STRATEGIC EVALUATION 21
STRATEGIC SELECTION 22
Profile of Coca-Cola
Coca-Cola is the world`s leading beverage company. The company is the world`s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands.
The company makes and distributes sodas, waters, fruit juice, teas and coffees and energy drinks. Through the world`s largest beverage distribution system, consumers in more than 200 countries drink the company`s beverages at a rate exceeding 1.5 billion servings each day.
Major brands include Coke, Diet Coke, Sprite, Bacardi, A&W, Minute Maid, Dasani, Nestea, Powerade and Hi C.
In 2007, revenues were $28.8 billion, a 20% increase from the previous year, and net income was $5.9 billion. Unit volume increased 6%.
In 2007, the company said it will acquire Energy Brands, Inc., known as glacéau, and its full range of fast-growing, enhanced water brands, including Vitamin Water for $4.1 billion.
Coca-Cola announced in September it is investing more than $60 million to build the world`s largest plastic-bottle-to-bottle recycling plant and support recycling in the U.S. These investments are part of a comprehensive goal to recycle or reuse 100 percent of the Company`s plastic bottles in the U.S (NewYorkJobSource.com, 2008)