COCACOLA可口可乐.pptx

COCACOLA可口可乐.pptx

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Coca-ColasHistoryInventedinMayof1886byDr.JohnStythPembertonFirstglasssoldfor5centsatJacobsPharmacyinAtlantaMay29,1886-firstnewspaperadvertisementpronouncedit“DeliciousandRefreshing”Coca-ColasDevelopmentApril1888,Dr.PembertonsoldoffhisinterestinCoca-Colaandpassedawaytwodaysafter.April1888,AsaCandlerbeganbuyingupCoca-ColasharesBy1892,AsaCandlerwassoleproprietorofCoca-Colaforatotalinvestmentof$2,300.Coca-ColasGrowthCandlersexpertiseinmarketingledtomassivegrowthinCoca-Cola.1894-Coca-ColaopeneditsfirstsyrupmanufacturingplantoutsideAtlantainDallasTexas.JosephBiedenharnbecamefistbottlerofCoca-Colain1894Coca-ColasGrowthcont.1899-BenjaminJ.ThomasandJosephB.WhiteheadsecuredtheexclusiverightstobottleandsellCoca-Colafor$1.ThomasandWhitehead,withfinancialassistancefromothers,developedcommunitybottlingoperations.Coca-ColasGrowthcont.Sept12,1919Coca-Colachangedownershiponcemore.CandlersoldCoca-ColaashepursuedapositionasmayorofAtlanta.ErnestWoodruffpurchasedCoca-Colawithaninvestorgroup.1923-RobertWoodruffelectednewPresident.Coca-ColasGrowthcont.Duringthe1960sand1970s,Coca-Colabegandiversifyingitsbusiness.Coca-Colaacquiredmorethan15differentbusinessesrangingfromfood,wineandsoftdrinkstofilmandwatertreatment.1982,Coca-ColapurchasedColumbiaPicturessellingoffotherbusinessesalongtheway.Coca-ColasGrowthcont.1985,Coca-ColachangeditsformulaintroducingNewCoke.NewCokewasroundlyrejectedbyconsumersCoca-ColaquicklybroughtbackCoca-ColaClassictomeetcustomerdemands.Coca-ColasGrowthcont.Mid1980s,Coca-Colacamebacktoitsrootstoconcentrateonthesoftdrinkindustry.Coca-Colaadoptedaproductdevelopmenteffortwithdiet,caffeine-free,andcitrussoftdrinksintroducedPOWERADEandFruitopiainearly1990s.Coca-ColasMissionMission+Commitment=FocusFocus+Action=ResultsMissionstatement:

“Weexisttocreatevalueforourshareownersonalong-termbasisbybuildingabusinessthatenhancesTheCoca-ColaCompanystrademarks.Thisisalsoourultimatecommitment.Astheworldslargestbeveragecompany,werefreshthatworld.Wedothisbydevelopingsuperiorsoftdrinks,bothcarbonatedandnon-carbonated,andprofitablenon-alcoholicbeveragesystemsthatcreatevalueforourCompany,ourbottlingpartnersandourcustomers.”Coca-ColasObjectivesCoca-Colasfirstobjectiveistomaximizeshareownervalueovertime.Maximizelong-termcashflowToensurethestrongestandmostefficientproduction,distribution,andmarketingsystemspossibleCoca-ColasInternalEnvironmentCoca-Colaproducesfranchiseproducts.ProductsdonothavesubstitutesCoca-ColaisalowcostleaderCoca-Colahasthelargestplantcapacityintheworldandthereforeenjoyssignificanteconomiesofscale.LowregulatoryrestrictionsplacedontheCompany.Coca-ColasMarketingIn1997,Coca-Colagavetheirproductsa“globalfacelift”Creatednewgraphicsforpackaging,POSmaterials,streetsigns,trucksandvendingmachines.Newglobaladvertisement“WelcometotheWorld”PutCoca-Cola“withinanarmsreachofdesire”Coca-ColasOperationsCoca-Colasstrategyofstrengtheningtheirdistributionsystem,particularlyinChinaandIndia.Coca-Colapurchasesunder-performingbottlingsystems,improvesthemandsellsthembacktostrong,existingbottlers.ThisstrategyincreasestheoperationalefficiencyofCoca-Colasdistribution.Coca-ColasFinanceCoca-Colasconcentratebusinessisacashcow.In1997,Coca-Colagenerated$4billioninoperatingcashflowCoca-Colainveststhisin3waysinvestinbottling&concentrateplantspaydividendstoshareownersrepurchasestheirsharesCoca-ColasI.S.Coca-ColafacesthethreatoftheY2Kproblemwithitscomputerprogramsandthoseofitssuppliers/customers.Coca-Colahasbeenproactiveinthesituation.Coca-Colawillsurveythecompanyscriticalsuppliers/customerstodeterminetheirstatusonY2Kcompliance.Coca-ColasExternalEnvironmentExternalenvironmentconsistsof:

EconomicSocial/DemographicEcologicalPoliticalCoca-ColasEconomicCoca-ColasproductsaresomewhatsensitivetoeconomicslumpsLoyalpatrons,however,viewCoca-ColaasaninexpensivepleasureDisposableincomeisgenerallyrisingaroundtheworldCokeisexactlythekindofcompanyIlike.IlikeproductsIcanunderstand.Idontknowwhatatransistoris,butIappreciatethecontentsofaCokecan.BerkshireHathawayspurchaseofstockintheCoca-Colacompanywastheultimatecaseofmeputtingmymoneywheremymouthwas.-WarrenBuffettCoca-ColasEconomicCoca-Colasbusinessinforeigncurrenciesresultincurrencyexposureofthecompany.StrongU.S.dollarmeansweakercurrencieselsewhere.Coca-Colautilizeshedgingtoolstominimizethisrisk.Coca-ColasSocialConsumptionhasbeenproventobeinverselycorrelatedwithage.Health-ConsciousBaby-Boomersareturningtowardshealthieralternatives.Coca-ColasNesteaproductsaregear