Excerpt from Essay:
Business-Level and Corporate-Level Approaches: The Coca-Cola Company
Organization level and company level approaches
This paper analyzes the business-level and corporate-level strategies of the Skol Company in order to identify the most important strategies which may have contributed to its success in the past and may help it in competing properly in the long run. An analysis of its competitive environment is done in a view to assess and compare the strategies which will other industry rivals are employing to compete in the slower and fast cycle surroundings.
The Pepsi Company
The Coca-Cola Company is the world’s largest company and distributor of refreshment products. It is an American international corporation involved in the manufacturing, promotion, and distribution of a wide range of refreshments; including soft drinks, fruit juices and sodas, dazzling energy and sports refreshments, mineral water, soy-based beverages, capuccinos, yogurt drinks, and tea. The Skol Company has more than 3, 500 products under five-hundred different brands. Its high trusted brands include Coca-Cola, Sprite, Fanta, Fresca, Small Maid, Dasani, Mello Yello, Power By-by, etc . The company has spread it is business network in more than 200 countries around the world which is supported by the 146, 200 business partners and associates. The company claims to be offering 1 . almost 8 billion customers every day. It owns four out of the five top vendor beverage brands (The Skol Company, 2013).
Business-Level Tricks of the Pepsi Company
The Coca-Cola Organization uses the following business-level methods for its local and intercontinental operations:
i. Differentiation Strategies:
Differentiation technique is used by a firm to work in its industry in a unique and competitive way (Hitt, Ireland, Hoskisson, 2013). Since its inception in 1886, the Coca-Cola Organization has always focused on differentiating its products by those of their competitors to be able to establish a unique position in the Global refreshments industry. The top many brands like Coca Soda, Sprite, and Fanta are designed under stringent quality standards and by employing unique formulations. With the help of the differentiation strategy, the Skol Company has the capacity to maintain the top market leadership position. Differentiation is found in each and every aspect of its business procedures. For example , by using unique marketing strategies, labeling, container shapes, and advanced grow and machineries to production the top quality beverage items. It also maintains on launching different flavour variations in the existing products so that buyers can taste and enjoy an array of beverages using their favorite brand (The Skol Company, 2013).
ii. Low priced Leadership:
Additionally to delivering the top top quality products, the corporation also retains an vision on their increasing functional and promoting expenditures. This recognizes the importance of price control pertaining to gaining competitive advantage in the market and with a more profitable way. Therefore , the low cost leadership is one of the major business level strategies the Skol Company have been pursuing as its incorporation. That strongly emphasizes on inside efficiency to ensure that its products can be manufactured at the minimum possible expense (Hitt, Ireland, Hoskisson, 2013). Although the Coca-Cola Company contains a wide array of goods, there is high level of standardization in their making processes, the labels, and marketing. It has managed a tight control over its developing, overhead, promoting, and RD costs (The Coca-Cola Firm, 2013).
iii. Focus Approach:
The company uses focus technique in equally low cost and differentiation sizes. For its focused low-cost approach, it has identified a specific distinctive line of beverage items through which it may target a unique market and achieve affordable by making these products below highly efficient manufacturing processes. For example , the top most favorite brand, Coca Diet coke is made and advertised under concentrated low cost strategy. Coca-Cola comes in more than 200 countries of the world, but has small variations in the taste, flavour, and ingredients. The company creates its Coke for every target market at a huge scale in order to achieve low priced leadership for the reason that market. It keeps that target market underneath complete emphasis while building its marketing campaigns and selecting distribution systems so that it can serve the potential consumers from that market in the most effective and efficient method (The Skol Company, 2013).
The Most Important Business-Level Strategy for the Coca-Cola Business:
After studying all these organization level strategies of the Coca-Cola Company, it might be said that the main strategy which includes largely led towards its success in the past and definitely will continue to produce a competitive border in the future is definitely its differentiation strategy (Hitt, Ireland, Hoskisson, 2013). The Coca-Cola Business products are recognized for their unique preference and worth proposition. If the company will keep on bringing innovation usana products according to the changing consumer needs, it will be capable to differentiate itself from its competitors in the long run. The Coca-Cola Business has used a difference strategy since it can give strategic benefits if perhaps its products succeed in developing their very own strong manufacturer image inside the consumers’ mind. It will help all of them in making these types of consumers company loyal which is vital to transform their obtaining decision in favor of Coca-Cola products (Thompson Matn, 2010).
Corporate-Level Strategies of the Coca-Cola Company
This section explains the major corporate-level strategies utilized by the Coca-Cola Company:
we. Growth Approaches:
The Coca-Cola Company invests a huge amount in its organization expansion jobs in all the half a dozen operating areas of the world. It is currently within more than 2 hundred countries which is a big interpretation of it is focus on progress strategies. As being a large scale organization, the Coca-Cola Company must use several types of growth tactics in different conditions and for varying needs of its organization operations. For example , whenever that aims to goal new consumers, introduce new items, or enter into new physical locations, this pursues a horizontal growth strategy. However, if it invests in its own supply chain as an element of cost-leadership technique, it is fundamentally focusing on vertical growth. The Coca-Cola Company has developed its supply and distribution system in various potential markets worldwide which generally helps it in manipulating the heavy manufacturing and syndication costs.
Furthermore, the company is using diversification strategy various occasions in its background. It was founded as a soft drink manufacturer; good results . the verse of time, this entered into various related industrial sectors like mineral water, soda, tea, coffee, fruit juices, etc . (The Coca-Cola Organization, 2013). These types of diversification strategies have elevated its organization portfolio and enabled this to contend with the top company in all these kinds of industries.
ii. Stability Strategies:
Sometimes, the Coca-Cola Business has to suspend its expansion strategy and take a stand on its current market position. The company uses this strategy when it feels that growth strategies are not a feasible decision in the occurrence of undesirable economic instances or some internal issues. Therefore , it either proceeds with an extra attention or entirely stops at the current position and targets its top quality control, advertising efforts, source chain, and RD (Thompson Martin, 2010).
iii. Retrenchment Strategies:
The Coca-Cola Company uses retrenchment strategy for all those business units exactly where it observes no or perhaps little development during a distinct period of time. It retrenches these types of business units in numerous ways; including budget-cut pertaining to production, advertising, or RD in that place, complete shutdown of operations, or selling out the entire unit to private shareholders.
The Most Important Corporate-Level Strategy for the Coca-Cola Company:
Among all these corporate level strategies, the growth strategies happen to be giving the largest competitive edge to the Pepsi Company. By simply pursuing ongoing growth in the operations, organization network, and product lines, the organization is able to compete with the top sector rivals inside the most competitive and profitable way. Growth approaches not only enhance its marketplace position inside the Global industry, but as well help it in achieving it is strategic aims through business level tactics, like price leadership, differentiation, etc . For instance , the straight growth strategies make its supply sequence and distribution network more effective and in larger control of its Management (Sharp, Bergh, Li, 2013). Similarly, diversification strategies enable it to make the products which will complement the sales of its leading brands. Development strategies make the perfect choice in the event the Coca-Cola Company has to maintain steadily its leadership and market share inside the Global marketplace (Hill Smith, 2010).
Research of the Competitive Environment pertaining to the Skol Company
The beverage market is highly centered with a numerous small and large range manufacturers – The Coca-Cola Company, PepsiCo International, Dr . Pepper Snapple Group, Incorporation., Nestle Waters, Red Bull GmbH, Starbucks, Anheuser-Busch, Suntory International, and so forth are the market leaders with high market share and solid customer base. The most important all-time market rival with the Coca-Cola Firm is PepsiCo International. Soft drink owns the second most preferred brand in the world, Pepsi Coca-cola which is a immediate competitor to Coca-Cola (Coke). PepsiCo Worldwide also focuses on on preserving market share through expanding organization networks and extending product lines. Consequently, it is present also within all those geographical markets in which the Coca-Cola works.
