Strategic Actions of Coca-Cola Bottling Company

MARKETING
MANAGEMENT

1
Contents
INTRODUCTION......................................................................................................................1
Product category and sector.......................................................................................................1
Strategic actions.........................................................................................................................1
Conclusion..................................................................................................................................3
REFERENCES...........................................................................................................................3

2
INTRODUCTION
Today’s competitive environment has forced companies to manage their business operations
appropriately so as to ensure that they have a competitive edge over the rivals. The Coca-
Cola bottling Company is one of the biggest firms in the industry (Coca Cola United, 2019).
Since Coca cola sells many kinds of non-alcoholic beverages hence they require high quality
bottles as well so as to provide products in an appropriate manner. Plastic, glass and
aluminium cans are manufactured by the companies in which drinks are being sold. There are
many competitors in the industry and they are capable of taking the market share from Coca
cola and with new kinds of investments being done in the bottling business, it has become
essential for the company to examine their business model so as to gain competitive
advantage. This paper will analyse different aspects of the Coca-Cola Bottling Company and
some strategic decisions taken by the firm to improve their market share and profile in the
next three years.
Product category and sector
Coca-cola deals in the business of beverages hence its product category includes beverages
and bottling of those beverages. Coca cola bottling company deals in the business of
manufacturing of bottle that is made of aluminium, glass and plastics. This company is facing
different sustainability issues because of these bottles. This makes their bottling product a
difficult business to deal with. This comes in the consumer goods products as their ultimate
goal is to serve the coca-cola products in the market (Adeyemi and Salami, 2010). This sector
is one of those sectors which is facing higher amount of competition. This has forced the
Coca cola bottling company to improve the ways in which they deal with this high
competition.
Strategic actions
Coca Cola Company has made many types of strategies over the years and these strategies
have helped them in becoming the leader in the industry. The bottling company is facing two
major issue first competition and second sustainability (Balogun, et al. 2012). In such an
environment, it is crucial for the organisation to plan their strategies and take actions that will
improve the firm’s position in the market. For the next three years, coca cola bottling
company’s strategic actions are provided below: