Question

1. About COCO COLA Name the global brand/organization and briefly describe its products and activities.
2. Description of the consumer goods industry and the organization’s main competitors .
3. What does it mean to be a global organization? Why is your chosen organization global?
4. Discuss the main success factors of the global brand. What is the marketing strategy, competitors and competitive advantage?
5. Discuss the concept of globalization vs. customization and the measures taken by the global brand to recognize that offerings and communication should be adapted to local preferences and conditions. Support your answer with solid examples.
6. Discuss the main challenges faced by the global organization in brand building such as positioning, communication, environmental change, product life cycle, brand equity, market share, consumer behavior, etc...(20 marks)
7. Discuss the organization’s future plans, expansions and diversification.

Answer 1

   1)                        The Coca-Cola Company, American partnership established in 1892 and today connected fundamentally in the production and offer of syrup and concentrate for Coca-Cola, an improved carbonated drink that is a social organization in the United States and a worldwide image of American tastes. The organization additionally creates and sells other soda pops and citrus refreshments. With in excess of 2,800 items accessible in excess of 200 nations, Coca-Cola is the biggest drink maker and wholesaler on the planet and probably the biggest partnership in the United States. Central command are in Atlanta, Georgia.

                      The drink Coca-Cola was started in 1886 by an Atlanta sedate expert, John S. Pemberton (1831–88), at his Pemberton Chemical Company.His accountant, Frank Robinson, picked the name for the beverage and wrote it in the streaming content that turned into the Coca-Cola brand name. Pemberton initially promoted his beverage as a tonic for most normal sicknesses, putting together it with respect to cocaine from the coca leaf and caffeine-rich concentrates of the kola nut; the cocaine was expelled from Coca-Cola's equation in around 1903. Pemberton offered his syrup to nearby soft drink wellsprings, and, with promoting, the beverage turned out to be marvelously fruitful. By 1891 another Atlanta drug specialist, Asa Griggs Candler (1851–1929), had made sure about complete responsibility for business (for an absolute money expense of $2,300 and the trading of some restrictive rights), and he joined the Coca-Cola Company the next year. The brand name "Coca-Cola" was enrolled in the U.S.Patent Office in 1893.

                      Under Candler's initiative, deals rose from around 9,000 gallons of syrup in 1890 to 370,877 gallons in 1900. Likewise during that decade, syrup-production plants were set up in Dallas, Los Angeles, and Philadelphia, and the item came to be sold in each U.S. state and domain just as in Canada. In 1899 the Coca-Cola Company consented to its first arrangement with a free packaging organization, which was permitted to purchase the syrup and produce, bottle, and circulate the Coca-Cola drink. Such permitting understandings shaped the premise of a one of a kind appropriation framework that presently portrays the greater part of the American soda industry. Promoted at $100,000 in 1892 upon fuse, the Coca-Cola Company was sold in 1919 for $25 million to a gathering of speculators drove by Atlanta agent Ernest Woodruff.

                 The post-World War II years saw broadening in the bundling of Coca-Cola and the turn of events or securing of new items. The brand name "Coke," first utilized in promoting in 1941, was enlisted in 1945. In 1946 the association purchased rights to Fanta, a soft drink as of late made in Germany. The shaped Coca-Cola bottle, first presented in quite a while, enrolled in 1960. The association in like manner introduced the lemon-lime enjoy Sprite 1961 and its first eating routine cola, without sugar Tab, in 1963. With its getting of Minute Maid Corporation in 1960, the affiliation entered the citrus juice include.It included the brand Fresca in 1966.In 1978 Coca-Cola turned into the main organization permitted to sell cold bundled refreshments in the People's Republic of China. In 1982 the organization presented its low-calorie without sugar soda Diet Coke (initially named Diet Coca-Cola). With an end goal to address its decrease in piece of the overall industry, the organization received another kind of Coca-Cola in April 1985, utilizing a recipe it created through trials. New Coke was not generally welcomed, be that as it may. Attributable to the open objection, Coca-Cola resuscitated its unique flavor in July, which was then showcased as Coca-Cola Classic. From 1982 to 1989 the organization held a controlling enthusiasm for Columbia Pictures Industries, Inc., a movie and amusement organization.

                               New markets opened up for Coca-Cola in the mid 1990s; the organization started selling items in East Germany in 1990 and in India in 1993. In 1992 the organization presented its first container made mostly from reused plastic a significant advancement in the business at that point. Coca-Cola made numerous new refreshments during the 1990s, including the Asia-promoted Qoo youngsters' natural product drink, Powerade sports drink, and Dasani filtered water. Coca-Cola additionally procured Barq's root brew in the United States; Inca Kola in Peru; Maaza, Thums Up, and Limca in India; and Cadbury Schweppes drinks, which were sold in excess of 120 nations over the globe.

In the mid 2000s Coca-Cola confronted claims of unlawful soil and water contamination, just as charges of serious human rights infringement. n 2001 the United Steelworkers of America and the International Labor Rights Fund (ILRF) documented a body of evidence against Coca-Cola and Bebidas y Alimentos and Panamerican Beverages, Inc. (regardless called Panamco LLC; the principal bottlers of Coca-Cola's compensations in Latin America), expressing that the respondents had clearly related stated "demolition gatherings" to subvert, torment, grab, and even wrongdoing alliance specialists in Latin America.The contention increased overall consideration and drove a few American colleges to boycott the offer of Coca-Cola items on their grounds. The claim was in the end excused.

                           In 2005 the organization presented Coca-Cola Zero, a zero-calorie soda pop with the flavor of standard Coca-Cola. In 2007 the association obtained Energy Brands, Inc., close by its contrastingly improved waters. That comparable year Coca-Cola revealed that it would join the Business Leaders Initiative on Human Rights (BLIHR), a social affair of associations collaborating to make and complete corporate responses to human rights gives that impact the business world.

                                    Having an item people appreciate is a long way from the main thing expected to get one of the world's most significant organizations. Coca-Cola utilized seven key plan and advertising procedures, which made it as unmistakable in the boulevards of Shanghai as in its old neighborhood of Atlanta by the 1920s, says Coca-Cola VP of development and business enterprise David Butler.In the book, "Structure to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)," Butler and co-writer Linda Tischler investigate these seven techniques, which we've clarified beneath.

1. It began with an interesting, advertise tried equation.

                                 Subsequent to filling in as a Confederate colonel in the Civil War, John Pemberton needed to build up a variant of the coca wines (essentially cola with liquor and cocaine) that were stylish at that point. In 1886, Atlanta passed disallowance laws that constrained refreshment makers to create non-alcoholic variants of their beverages.

Pemberton sent his nephew Lewis Newman with tests of his recipes to a neighborhood drug store where individuals congregated to drink these early forms of soft drinks. Newman moved analysis to his uncle about the various manifestations, and before the year's over Pemberton had a recipe that was novel and redone as customers would like. The primary equation is as yet made sure about a vault in Atlanta.

Cocaine was expelled from Coke in 1903. Other minor modifications have been made in the previous century or something like that, however past the "New Coke" debacle of 1985, the formula has to a great extent stayed unaltered. This choice helped the organization scale, Butler composes, since it didn't invest energy attempting to tailor the taste to local markets all through the world.

2. Its logo utilizes an immortal text style.

                       Pemberton's clerk, Frank Mason Robinson, concluded that Coca-Cola's logo ought to be written in the Spencerian content bookkeepers utilized in light of the fact that it would separate it from its rivals. The organization normalized the logo in 1923 and, similar to the formula, concluded that while bundling could acclimate to the occasions, the center logo was to be untouched.It's brought about a logo that has had over 100 years to become engraved in the brains of individuals around the globe.

3.It was disseminated in a restrictive container.

                      After the Georgia businessperson Asa Griggs Candler turned into the larger part investor of Coca-Cola in 1888, he put his focus on making Coke the country's most well known cola through advertising and organizations with provincial bottlers.

By 1915, Candler was losing piece of the overall industry to several contenders. He propelled a national challenge for another container structure that would motion toward shoppers that Coke was a top notch item that couldn't be mistaken for some other earthy colored cola in an indistinguishable clear glass bottle.

The new jug must have the option to be mass created utilizing existing gear yet additionally be unmistakable.The Root Glass Company in Indiana chose to participate in the challenge and base its plan off the item's name. While looking over through the word reference for "coca" and words like it, Butler composes, shape shop manager Earl R. Dignitary went over an outline for the cocoa plant that grabbed his eye. Coca-Cola had nothing to do with cocoa, yet the cocoa pod had an abnormal yet engaging shape. He and his group got the opportunity to work and were pronounced the challenge champs the following year. Coca-Cola dispatched the jug structure as a bit of guarded showcasing, yet started advancing the shape as much as the logo and item. Much after plastic supplanted glass as the standard methods for savoring Coke nations like the US, the organization kept on advancing the picture of the Coke bottle as a symbol.

4.It considered retailers answerable for keeping up its elevated expectation.

                         Ernest Woodruff's Trust Company of Georgia bought Coca-Cola from Candler in 1919.Woodruff was centered around keeping up a norm of greatness as the organization scaled. The Coke group concluded that its beverage ought to be served at 36 degrees Fahrenheit, and would send sales reps to new retailers to disclose to them the item ought to never be served over 40 degrees.The strategy may appear to be somewhat senseless today, yet the 36-degree standard was simply one more case of building up Coca-Cola as an excellent item that was deserving of more consideration than any of its rivals.

5. It kept its purchaser cost fixed for a long time.

                      It's basic today for tech new companies to start by offering a help for nothing and afterward charging a more significant expense to customers or potentially promoters once they've gotten snared. Before utilizing sorting out effects transformed into a standard practice, Coca-Cola used a tantamount method to manage scale over the US and thereafter all through the world.From 1886 to 1959, a holder of Coke cost just five pennies.

6.It guided verbal promoting and built up a voice.

                It got clear after Candler took over from the get-go in the organization's life that Coke was as much a beverage as it was a consumable brand, a thought shoppers could like relating to.Candler began a mass coupon activity that brought about 10% of all items from 1887 to 1920 to be provided away so as to manufacture brand mindfulness. He likewise furnished retailers with Coca-Cola loot like banners and trims for designs and schedules and tickers for clients. As indicated by Butler, Coke was a pioneer in attaching a brand to things disconnected to the item. Lastly, all national, and afterward worldwide, promoting contained varieties of "Drink Coca-Cola/Delicious and reviving" and fit into a normalized structure style.

7. It received an establishment model.

                  "In the midst of the soft drink wars that broke out during the 1880s, Candler's most critical business choice had nothing to do with marking," Butler composes.

In 1899, two Tennessee legal advisors, Benjamin F. Thomas and Joseph B. Whitehead, drew nearer Candler and inquired as to whether he would let them bottle Coke. The beverage was sold as a syrup that retailers would blend in with soft drink water, yet it wasn't normal to drink cola in a hurry or carry it into the home. Candler decided to hand over the bundling rights for just a dollar, which he never assembled, considering the way that he was content with keeping up the rights to the syrup.This meant the beginning of what the association inside calls The Coca-Cola System, a foundation relationship with bottlers that allowed the brand to truly take off. Today, there are more than 250 self-ruling bottlers around the world.