Strategic Analysis of Coca-Cola: Case Study and Marketing

This case study provides a comprehensive analysis of The Coca-Cola Company, examining its strategic management, SWOT analysis, and marketing campaigns. It delves into the organizational changes Coca-Cola implemented to foster growth, including packaging innovations, product diversification, and advertising strategies. The SWOT analysis highlights Coca-Cola's strengths, such as its dominant market position and extensive product variety, while also addressing weaknesses like competition with Pepsi and health-related concerns. Opportunities for new product development and supply chain improvements are discussed, alongside threats such as water management issues and competition. A detailed case study on the 'Share a Coke' campaign is presented, outlining the issues, strategies, solutions, and results, emphasizing its success in boosting sales and enhancing brand perception. The analysis underscores the importance of adapting to market changes, leveraging strengths, and addressing weaknesses to maintain a competitive edge in the beverage industry. The study concludes with a bibliography of sources used.

Running Head: COCA COLA 0
[Coca cola]
Strategic Management, SWOT Analysis and Case Study of the Company
Operations Management
Student Name:
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Executive Summary
When it is about a company where strategy for profitable growth and customer satisfaction is
necessary that they have to plan everything looking after the strengths, weaknesses,
opportunities, and threats and here the company is Coca Cola justifying all the changes,
analysis, and a case study showing how they build up and attracting customers through a
campaign.
Share a Coke Campaign was about changes and their outcomes, implementations and
strategies applied and what the end result in the market was.

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Contents
Introduction...........................................................................................................................................3
Changes.................................................................................................................................................3
Packaging...........................................................................................................................................3
Products............................................................................................................................................3
Advertising.........................................................................................................................................3
SWOT Analysis.......................................................................................................................................4
Strengths...........................................................................................................................................4
Weaknesses.......................................................................................................................................4
Opportunities....................................................................................................................................4
Threats...............................................................................................................................................4
Case Study.............................................................................................................................................5
Issues.................................................................................................................................................5
Strategies...........................................................................................................................................5
Solution.............................................................................................................................................6
Reasons.............................................................................................................................................6
Results...............................................................................................................................................6
Bibliography...........................................................................................................................................7

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Introduction
Coca Cola is the second largest non-alcoholic beverage manufacturer in the world. By
providing a wide variety of choices and fulfilling needs they connect with a customer that is
why this is a leading brand and they have the best workforce who works efficiently and
effectively to reach the everyday target. To speed up growth and capable enough to compete
in the market their goal is to use the company’s assets ( Jurevicius, 2019).
In this discussion, the analysis of Coca-Cola Company knowing its strengths,
weaknesses, opportunities, and threats is covered with the changes taken place and with one
case study on the same which helps in understanding the strategic management of the
company.
Changes
The Coco-Cola Company allowed many organizational changes for increasing growth
and started focusing on markets and adjusting according to the locations ( Kent, 2013).
Packaging
Before 2013, Coca Cola was like bell-shaped fountain glass and after consumers
asked for more variety than they decided to use new technology and products for innovative
packaging and then they came up with metal cans and introduced PET (Polyethylene
Terephthalate).
Products
They introduced new soft drinks and got combined with Minute Maid Corporation
( Rockwell, 2013). In the US, Fanta and Sprite were introduced as flavoured soft drinks
which were marketed by the company globally and tried to reduce sugar from their drinks.
Advertising
They tried to change the slogans to keep consumers attracted and innovative colourful
ads and to make radio as an important communication tool. “Things Go Better with Coke”
was the hit catchline on radio and everything has been changed a lot with time as they
proposed famous celebrities for their brand promotions and on different channels but no
matter what, trademark remained the same ( Rockwell, 2013).

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SWOT Analysis
Strengths
1. Dominant Market
The largest company with 60 billion total servings worldwide and owns
around 500 brands over 200 countries with revenue of $35.410 billion in 2017
( Bhasin, 2019).
2. Variety of Products
In the whole industry, having a huge portfolio with 500 different brands as a
distributor including Diet Coke and Coca Cola Zero is a big thing where every need
of customers is satisfied ( Bhasin, 2019).
Weaknesses
1. Competition with Pepsi
The biggest aggressive competitor is Pepsi who wants to lead the brand Coco-
Cola ( Bhasin, 2019).
2. Health Issues
The sugar level is more in these drinks which can results in diabetes and
obesity because of fizziness ( Lopez & Jacobs, 2018). Even doctors do not allow the
intake and it is an arguable issue which does not have any alternative yet.
Opportunities
1. New products can be introduced
They can contribute their revenue for new offerings divided into health and
food or make better drinks than before ( Bhasin, 2019).
2. Supply Chain System
Everything relies on logistics and supply chain where prices of fuel keep on
rising in transportation so they try to come up with advance systems for distribution.
Threats
1. The argument on water management
They faced a lot of issues and many groups have claimed that they consume a
huge amount of water and try to mix pesticides to clear dirt.

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2. Competition
Pepsi is the only direct competition of Coca Cola and the other are indirectly
competing like Starbucks, Nestle, and Costa Coffee which can threaten the market
position the company ( Bhasin, 2019).
Case Study: Coca Cola ‘Share A Coke’ Campaign
Once the company started a digital media campaign ‘Share A Coke’ launched in
2012-13 containing a variety of marketing strategies and where customer can make their own
bottles with #sharecoke for promotions on social media (Heble, 2019).
Issues
1. The motto of this campaign was to increase its sales in the summer period.
2. Trying to attract customers by having a conversation with them where they just do not
only use the product but also love it.
Strategies
1. Multichannel Rollout
They try to make it a large scale by using various channels like newspapers,
TV and social media like Facebook and used mass sharing process through
SMS/MMS.
2. Motivating to participate in Online Media Campaign
They wanted customer participation after creating content for social media
who are active and can promote it well.
3. Making a connection at a personal level
They are the one who connects emotionally from their customers and can
attract them personally by telling any story related to them and help them to promote
their brand.
Solution
1. Increase in ratio up to 7%
2. Earning of the campaign was 18.3 lakhs media apprehension
3. Shared 76,000 virtual cans of Coke and 378,000 were printed across the country
4. For creating a positive brand image (Heble, 2019).

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Reasons
1. Consumers to connect with brand personally
2. Campaign having the power of the call to action to convince consumers which can be
easily remembered
3. Updating regularly everything related to campaign ‘Share A Coke’
Results
After the campaign, Share a Coke the perception of Coca Cola, Diet Coke, and Coke
Zero has been changed of TV Consumer especially 18-24-year-olds as they can see
improvement and they are more modest but impressive and showing a positive response.
After the #shareacoke got viral on twitter there was a better view of Coke than as a
sample which uplifted the consumer perception ( Writer, 2014).

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Bibliography
Bhasin, H. (2019, May Sunday). SWOT of Coca Cola. Retrieved from Marketing91:
https://www.marketing91.com/swot-coca-cola/
Jurevicius, O. (2019, January Thursday). SWOT analysis of Coca Cola (6 Key Strengths in
2019). Retrieved from Strategic Management Insight:
https://www.strategicmanagementinsight.com/swot-analyses/coca-cola-swot-
analysis.html
Kent, M. (2013, December Friday). Coca-Cola Announces Major Organizational Changes.
Retrieved from ConvenienceStore News: https://csnews.com/coca-cola-announces-
major-organizational-changes
Lopez, O., & Jacobs, A. (2018, July Monday). COCA-COLA COULD BE CAUSING A
DIABETES EPIDEMIC IN THIS TOWN. Retrieved from Independent:
https://www.independent.co.uk/life-style/health-and-families/features/mexico-coca-
cola-health-diabetes-obesity-water-shortage-protest-a8449861.html
Rockwell, N. (2013, April Tuesday). The Chronicle of Coca-Cola: Moving with the Times.
Retrieved from The Coca-Cola Company:
https://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-moving-with-
the-times
Writer, S. (2014, January Wednesday ). Case study: What brands can learn from the
integrated Share a Coke campaign of 2013. Retrieved from The Drum:
https://www.thedrum.com/news/2014/01/28/case-study-what-share-coke-campaign-
can-teach-other-brands
Heble, A. (2019, May Tuesday). Case Study On Coca Cola ‘Share A Coke’ Campaign.
Retrieved from DigitalVidya: https://www.digitalvidya.com/blog/case-study-on-coca-
colas-share-a-coke-campaign/

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