Coke :: essays research papers

History of Coca Cola Coca Cola a company founded in 1885 by John Pemberton and his partner Frank Robinson has had a historic era in it's growth till 1970 passing through two owners and a number of people, managing it at the top which made Coca Cola what it is today. The company in the early 70's was at its critical stages of loosing its pre eminent position as the No.1 cola drink in U.S.A. to it's erst while competitor Pepsi Cola. The company was owned by Ernst Woodruff since 1919 and was run by his son Robert Woodruff. Robert's leadership and financial skills had steered the company through number of battles with the Government and the bottlers by the fifties. "Coca Cola ruled the soft drink world and its name, was universally known as that of any other product in commercial history." Thomas Oliver, The Real Coke, The Real Story. " All told, to the Coca Cola executives of the sixties, the future looked bright. Everyone connected with Coca-Cola was making money. The policies of the past decades that would rock had not revealed themselves." Thomas Oliver, The Real Coke, The Real Story. To the world that watched up beat Coke advertisements, packed coke for every picnic, had stocked Coke for every party, the Coca-Cola Company appeared huge and healthy throughout the seventies. But behind the scenes the executives were snared, in a very different drama, bickering among themselves, distracted by tangible issues and loosing sight of the heart of the matter - Coke itself. The top executives of the Coca-Cola Company of the late seventies actually paid less attention to the marketing and sale of their central product. They were so caught up were they in dodging government allegation, fighting with bottlers over the price of the syrup and squabbling over wether or not to control who owned the company franchises. Gone were the days of the inspired entrepreneur and the spritely intellect, gone the days of answering leadership. The FTC Government charged Coca-Cola in 71 for granting territorial exclusivity restricted competition. If Government laws prevail a bigger, richer bottler could invade a bottler's territory and take a substantial if not fatal bite out of the market. There was another conflict inside Coca-Cola, within the walls of the Atlanta head quarters.

Kudler Fine Food †Marketing Essay

With the marketing focus review, this paper will discuss the potential technology solutions for customer contests, loyalty points programs, purchase tracking, benchmarking of internal versus external service processes, and the management of inventory and related costs. Also concepts such as consumer databases and customer relationship management systems (CRM) will be elaborated upon. A potential technology solution to support customer contests can be achieved through a simple manner of employing an online survey that can be held daily. A winner would be selected each day. The winner would enjoy the prize of being in the presence of Kathy Kudler in being taught how to prepare specialty foods in a cooking class. Another suggestion for a prize would be to provide tickets to special and private events that are held by Kudler Fine Foods. On the technology end of this solution, the customer would fill out the online survey and the information would be stored in a database. At the end of the month, a winner would be randomly selected from the database for the contest. The cost of the implementing and maintaining a program and the database would be affordable for Kudler Fine Foods. Essentially, the time and cost would be made up by the targeted customer’s desire to enter said contests to fully enjoy the Kudler Fine Foods executive experience. Also another option for a prize is to have cooking classes that are presented by cooking professionals, celebrities, or food experts rather than just the owner, Kathy Kudler. The Loyalty Points Program, also known as â€Å"frequent shopper program†, is a program that would allow the customer to accumulate points that can be used within the Kudler Fine Foods stores. With this program, customers shopping and purchasing habits can also be tracked. With the points that have been accumulated by the customer, the points can be exchanged for high-end items within the stores. By employing this program, Kudler Fine Foods will be more familiar with their customers as well as their spending habits. In addition to, this program will allow Kudler Fine Foods to keep track of each and every customer on the frequency of their visits to the stores and keep having them come back to accumulate more points. On the technology side of this programs, a data management system would be need to be constructed and maintained in order to keep track of the multitude of customers and their accumulation of â€Å"loyalty† points. This data management system would service all of the Kudler Fine Foods stores in ensuring that the all of the data is integrated for new customers, customer information is updated, and that duplicates are prevented. To allow customers to redeem their accumulated â€Å"loyalty† points, web servers would need to be set up to assist with the vast amount of data. Also, redundancy of the said servers would need to be implemented in case there is a hardware or software failure. The most important piece of the â€Å"loyalty† program is the card itself. It is a card that the customer would carry and has a unique identifier dedicated to that customer. With these cards, the customer can view online their accumulated points and purchases at Kudler Fine Foods. Kudler Fine Foods utilizes purchase tracking to follow profit, profit margin, and transactions that have taken place over a period of time. With the large amounts of data, Kudler Fine Foods will need an effective, efficient, and accurate means of capturing and storing this information. In stating that, the main server will need to be located at the main store so as to be a focal point for all communications that happen between all stores. Benchmarking can be described as the most effective method in relation to both products and processes. Other successful business entities that are similar to Kudler Fine Foods can be viewed as a model such as Wal-mart. Being able to view Wal-mart as a model for the processes, Kudler Fine Foods is able to meet benchmarking, if not higher, and continuously improve on it products and processes. On the technology side of benchmarking, online web based training courses can be created to teach and inform employees on the new products and services. An important part of Kudler Fine Foods is inventory management since Kudler Fine Foods is a store that sells a large amount of fine foods. Not knowing what is in stock can lead to an overstock or a shortage of merchandise. Having an overstock simply spells wasted money that could have been spent elsewhere. Having a shortage of product would lead to dissatisfied customers. On the technology side of inventory management, IT is a huge factor in tracking, recording, and warning about inventory. A main server would be connected to the point-of-sales machines and continuously keep track of all of the inventory from each and every store. The inventory management system would always be updated from when a new inventory is placed into stock and when an item is taken out of inventory. In conclusion, Kudler Fine Foods currently has a strong foothold in its marketing abilities. Employing the suggested potential technology solutions would not only promote efficient and effective processes but would also allow for room potential growth and increased revenue. With this vision in mind, this mission statement of Kudler Fine Foods will be met successfully as well as all of the standards that Kathy Kudler is counting on. References https://ecampus. phoenix. edu/secure/aapd/cist/vop/Business/Kudler2/internet/index. asp

Mcdonald’s Expands Globally While Adjusting Its Local...

------------------------------------------------- The Global Marketing Environment ------------------------------------------------- Case 1-2: McDonald’s Expands Globally While Adjusting Its Local Recipe Identify the key elements in McDonald’s global marketing strategy. In particular, how does McDonald’s approach the issue of standardization? Does McDonald’s think global and act local? Does it also think local and act global? The plan to Win initiative is built around five factors that drive McDonald’s business: people, products, place, price, and promotion. As a student of marketing, what can you say about these factors? Product | One burger, but so many variations. McDonalds, in order to answer to its clients’ needs all around†¦show more content†¦Focus on customer’s needs, they developed their offers depending on what is waiting from us. McDonald’s global marketing strategy: the company â€Å"think global and local†, but not only. They also act locally. A marketing differentiation, indeed 95% of ingredients used come from local producer. This decision is also an excellent mean to give them a responsible conscience. Do you think government officials in developing countries such as Russia, China, and India welcome McDonald’s? Why or Why not? A empire as McDonalds bring to developing countries the opportunity to get citizens well trained, but also, as the company is acting locally, to boost the agricultural industry – working beside local producers. Furthermore, life-styles are changing all around the world, the need to save time (and money) is growing in countries such as China. People are more and more seduced by the Western-lifestyle, and junk food is part of this culture. Plus, the company is offering meal adapted to their tastes, and culinary restrictions (ex: India with beef). Is it realistic to expect that McDonald’s – or any well-known company – can expand globally without occasionally making mistakes or generating controversy? Why do antiglobalization protesters around the world frequently target McDonald’s? McDonald is one of the American Giant, very often perceived as the giant who will destroy everything on its path. Citizens want to protect their culture from the Big America, they areShow MoreRelatedCase 1-1: Mcdonald’s Expands Globally While Adjusting Its Local Recipe757 Words   |  4 PagesCASE 1-1: McDonald’s Expands Globally While Adjusting Its Local Recipe Today, McDonald’s golden arches are one of the most recognized symbols in the world, just behind the Olympic rings. While growth within the U.S. has slowed, the picture outside the U.S. has appeared brighter, until recently. However, globally, taste profiles and consumer desires are changing. McDonald’s has responded to these changes by altering their basic products (when necessary) to fit the requirements of the local marketsRead MoreGlobal Marketing6701 Words   |  27 Pagescreate global marketing programs. Marketing, RD, manufacturing, and other activities comprise a firm’s value chain; firms configure activities to create superior customer value on a global basis. Global companies also maintain strategic focus while pursuing competitive advantage. The marketing mix, value chain, competitive advantage, and focus are universal in their applicability, irrespective of whether a company does business only in the home country or has a presence in many markets aroundRead MoreMarketing Case Study9790 Words   |  40 Pageseither ethnocentric, polycentric, or regiocentric. CASE 1-2: McDonald’s Expands Globally While Adjusting Its Local Recipe Overview. Today, McDonald’s golden arches are one of the most recognized symbols in the world, just behind the Olympic rings. While growth within the U.S. has slowed, the picture outside the U.S. has appeared brighter, until recently. However, globally, taste profiles and consumer desires are changing. McDonald’s has responded to these changes by altering their basic productsRead MoreStarbucks Case Analysis7750 Words   |  31 Pagesheadquartered in Seattle, WA. CEO of Starbucks is Howard Schultz. He is also the member of Board of Directors. Starbucks’s vision is to establish Starbucks as the premier provider of the finest coffee in the world while maintaining our uncompromising principles while we grow. Starbucks’s mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks’s core value is that Starbucks believes that conducting business ethicallyRead MoreUnderstanding Marketing Management16709 Words   |  67 PagesThe â€Å"Obama for America† presidential campaign combined a charismatic politician, a powerful message of hope, and a thoroughly integrated modern marketing program. The marketing plan needed to accomplish two very different goals: expand the electorate via broader messages while targeting very specific audiences. Multimedia tactics combined offline and online media, as well as free and paid media. When research showed that the more voters learned about Obama, the more they identified with him, the campaignRead MoreMkt 505 Courseguide6356 Words   |  26 Pagesfor students to spend 13.5 hours in weekly work. This includes preparation, activities, and evaluation regardless of delivery mode. Week 1 Preparation Reading(s) o Chapter 1: Introduction to Global Marketing o Case 1-2: McDonald’s Expands Glo bally While Adjusting Its Local Recipe Activities †¢ †¢ Discussions Evaluation †¢ 2 †¢ None Reading(s) o Chapter 2: The Global Economic Environment o Chapter 3: Regional Market Characteristics and Preferential Trade Agreements Preparation 20 Preparation, ActivitiesRead MoreGeneral Electric60506 Words   |  243 PagesMarkets are usually diverse enough to offer competitors sufficient latitude to avoid look-alike strategies. 4. At companies intent on gaining sales and market share at the expense of competitors, managers lean toward most offensive strategies while conservative risk-avoiding companies prefer a sound defense to an aggressive offense. 5. There is no shortage of opportunity to fashion a strategy that tightly fits a company’s own particular situation and that is discernibly different from theRead MoreDamodaran Book on Investment Valuation, 2nd Edition398423 Words   |  1594 PagesINVESTMENT VALUATION: SECOND EDITION I will be putting my entire second edition online, while the book goes through the printing process - it will be available at the end of the year. This may seem like a bit of a free lunch, and I guess it is. I hope, though, that you can do me a favor as you go through the manuscript. If you find any mistakes - mathematical or grammatical - could you please let me know? It would help me ensure that the typos do not find their way into the final version. ChapterRead MoreCase Study148348 Words   |  594 Pagesyour student’s performance Also: the following instructor resources are available off-line: †¢ Instructor’s manual in hard copy, with CD containing PowerPoint slides and classic cases †¢ Video resources on DVD For more information, please contact your local Pearson Education sales representative or visit www.pearsoned.co.uk/mystrategylab 5  © Pearson Education Limited 2011 Acknowledgements We are grateful to the following for permission to reproduce copyright material: Johnson Gerry, WhittingtonRead MoreBrand Building Blocks96400 Words   |  386 Pages A decade ago, private-label brands were largely limited to low-quality, low-price products unsupported by effective packaging or marketing. Given these characteristics, they enjoyed only temporary sales spurts during recessionary times. No more. While still offering so-called price brands, retailers are also increasingly offering private label brands at the high end of the business. Such brands are competitive with national brands in quality and marketing support but have substantial cost advantages