Post on 03-Jul-2015
description
Seminar: The Company That Claimed Christmas: Coca-Cola
Topic Number:1
Principles of Business
Overview
Coca-cola is one of the most iconic global brands in the worldcurrently touching 1.9 billion people everyday. The organisation isaround 125 years old and still maintains its vitality and relevancewith its consumers around the world.
In this opening seminar we will discover all about this remarkableorganisation, what has made it successful and how it has evolvedover time. Clearly given its significant global reach it has a bigimpact on society and the sustainability of the environment.
In recent years, Coca-Cola has suffered by being branded a self-interested corporation. We will look at how they are changing thisperception and also the types of initiatives they are involved in toplay their role for society.
3
• Develop and determine the evolution of the organisation and how it has build a scalable business
• Understand and articulate the key element of Cokes valuesand mission
• Articulate the key trends Coke should be mindful of and their strategic objectives?
• Highlight key activities Coke gets involved in to better the environment and places in which they operate
Learning outcomes of this seminar
Agenda for this seminar
Articulate Coke’s values and mission
What are the key trends Coke should be mindful of? What are their strategic objectives?
What are Coke’s priorities from a sustainability point of view?
Describe how the historical context of the organisation and how they built a scalable business
Structure for the session
You will have 15 minutes to discuss each
question
We will have a de-brief at the end of each 15 minutes to hear your thoughts on each area
Feel free to ask questions but please do not have separate conversations ‘we are all in this together’!
A Brand that is known Everywhere in the World
Wherever you go there are three icons that everybody knows…Jesus Christ, Pele and Coca-Cola
Pele
A Brand that Owns Christmas (not literally!)
Source: www.Coca-Colacompany.com
Key Facts
Source: www.Coca-Colacompany.com
Did you know this about Coke?
View video: http://www.youtube.com/watch?v=21ak-6nA8Zo#t=71
Describe how
the historical
context of the
organisation and
how they built a
scalable
business
Founder John Pemberton in 1886
Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred
up a fragrant, caramel-coloured liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture
was combined with carbonated water and sampled by customers who all agreed - this new drink was something special. So Jacobs'
Pharmacy put it on sale for five cents (about 3p) a glass.
Source: www.Coca-Colacompany.com
The Woodruff Legacy
In 1923, four years after hisfather Ernest purchased thecompany from Asa Candler,Woodruff became the company'spresident. While Candler hadintroduced the US to Coca-Cola,Woodruff would spend more than60 years as company leaderintroducing the beverage to theworld beyond.
Woodruff pushed developmentand distribution of the six-packand many other innovationsthat made it easier for people todrink Coca-Cola at home oraway. This new thinking madeCoca-Cola not just a hugesuccess, but a big part ofpeople's lives.
Source: www.Coca-Colacompany.com
A period of Expansion (1960-1981)
After 70 years of successwith one brand, Coca-Cola,the company decided toexpand with new flavours.Fanta, originally developedin the 1940s, wasintroduced in the 1950s,while Sprite followed in1961, with TAB in 1963 andFresca in 1966.
The company's presenceworldwide was growing rapidly,and year after year, Coca-Colafound a home in more and moreplaces. The international appealof Coca-Cola was embodied bya 1971 commercial, where agroup of young people from allover the world gathered on ahilltop in Italy.
Source: www.Coca-Colacompany.com
I’d like to buy a world a Coke…
View video: http://www.youtube.com/watch?v=2msbfN81Gm0
History of Coke and Scale of Influence
View video: http://www.youtube.com/watch?v=cNXTXJM4jLE
Coke today…
Source: www.Coca-Colacompany.com
Articulate the key
elements of Coke’s
mission and values
Our mission is:• To refresh the world - in
mind, body and spirit• To inspire moments of
optimism - through our brands and actions
• To create value and make a difference everywhere we engage
Source: www.Coca-Colacompany.com
To achieve their mission
People: Being a great place to work, where people are
inspired to be the best they can be
Profit: Maximisingreturn to
shareholders, while being mindful of our
overall responsibilities
Portfolio: Bringing to the world a
portfolio of beverage brands that anticipate and satisfy people's desires and needs
Partners: Nurturing a winning network of partners and building
mutual loyalty
Planet: Being a responsible global
citizen that makes a difference
Productivity: Be a highly effective, lean
and fast-moving organisation
Source: www.Coca-Colacompany.com
What are the
key trends Coke
should be
mindful of?
What are their
strategic
objectives?
Macro Trends
Source: www.Coca-Colacompany.com
Industry Growth
Source: www.Coca-Colacompany.com
Not a one size fits all
Source: www.Coca-Colacompany.com
5 Strategic Priorities
Source: www.Coca-Colacompany.com
Source: www.Coca-Colacompany.com
Source: www.Coca-Colacompany.com
What is Coke’s
priorities from a
sustainability point
of view?
Sustainability at Coca-Cola
Doing well by doing good
View video: https://www.youtube.com/watch?v=RUNPpo0G8xA
Water Stewardship
Source: www.Coca-Colacompany.com
Energy and Climate
Source: www.Coca-Colacompany.com
Packaging
Source: www.Coca-Colacompany.com
Agriculture
Source: www.Coca-Colacompany.com
End of Seminar
Note: This recording is for your personal use only and not for further distribution or wider review.
© Pearson College 2013