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Saudi Electronic University Coca Cola Marketing Strategy Summary
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3- Organizational Profile
The Coca-Cola Company was first established in Atlanta, Georgia, in the United States of America in 1892 (Clemons & Row.1988. The intended purposes were so simple is to use the Coca-Cola drink as a refreshment that would ensure that the consumers “refresh the world. Make a difference” The Coca-Cola company was started in the 19th century and was intended to be a company that produces drinks meant to be patient drink and not the soft drink as it is consumed today. Nevertheless, due to the increase in marketing and the growth of the target market for the drink, it was, later on, strategies were changed, and it was no longer the patient medicine as it was previously known. Thus the marketing team began marketing Coca-Cola as a soft drink. . Moreover, in the process, the Coca-Cola company developed into a brand that many customers trust as a result of the branding that is utilized, the marketing strategy that is used by the company, and the packaging that is used in the product(Turlakov,2017). Therefore, for the brand’s acquisition to the Coca-Cola company, the concoction that was used to treat sick people was added sugar syrup and thus was used as a soft drink.
Moreover, in the process of brand creation, the company was not immediately successful. Thus, some efforts were to be made by the company CEO, and the partners that are the shareholders of the company took the part of helping in advertising so that the Coca-Cola brand is renown so that the company could attract clients for the business to grow. Thus, in the process after marketing strategy, the brand grew (Clemons & Row.1988. Also, there was an improvement to how the soft drinks were being processed in the ancient technology of using paddles in stirring the concoction of the Coca-Cola soft drink.
The organizational structure for Coca-Cola is designed in such a way so as to suit the changing needs of the customers. It uses a decentralized system of management, which divided into two operating groups; the Bottling Corporate and Bottling Investment. Also, management system involves a structure where a firm realizes the benefits of its investments through utilizing technology and the interrelations that exist in the firm. Therefore, in the process, the company strategizes the orientation of people in different fields and thus emphasizes the services they intend to offer through the technology they intend to use.
Consequently, the improvement of the manufacturing technology drastically improved to provide the quality of the soft drinks improve so that the brand could be utilized universally.
Coca-cola is a very large company known for being non-alcoholic beverage company, they have a very big consumer in more than 200 countries, they produce their products into different categories such as sparkling soft drink, sport drink, juices, energy drink and so on.
The company achieved their revenue by selling concentrates and syrups to bottling facilities and by selling finished products to retailers and other distributors.
The company also address water quality and supplies, they try to solve the obesity epidemic, climate change, and corporate diversity.
