seminar is1 coke post student

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


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.


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.


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.


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…


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


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


What are the

key trends Coke

should be

mindful of?

What are their

strategic

objectives?

Macro Trends


Industry Growth


Not a one size fits all


5 Strategic Priorities


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


Energy and Climate


Packaging


Agriculture


End of Seminar

Note: This recording is for your personal use only and not for further distribution or wider review.

© Pearson College 2013

seminar is1 coke post student

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