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The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira, Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years…

• Length: 1 hour
• Publication Date: Jun 18, 2015
• Discipline: Marketing
• Product #: 815714-HTM-ENG

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In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan Mildenhall, Senior Vice President of Integrated Marketing Content and Design Excellence, orchestrated the development of Content 2020, a blueprint for how all Coca-Cola's branding content ranging from traditional TV commercials to viral and social media content should be procured, built, tested, and distributed in the next 10 years. This case provides a unique opportunity to "look under the hood" and understand how the main principles of Content 2020 work and infer how the beverage company achieved its most prestigious marketing award of all time.

Learning Objectives

This case presents four primary learning objectives. What is the value of creativity to businesses? Creativity in advertising benefits consumers, employees, and business collaborators. For consumers it increases attention and drives word-of-mouth, two drivers of low costs in advertising. It also affects memory and attitudes, two drivers of brand-building. When is creativity in advertising more important? Not all industries benefit equally from highly creative ad campaigns. Creativity matters more for customers who really value creativity, particularly where getting attention is hard and where product difference is low. Beverage is one such industry. How can firms produce creative content in a networked world? The new digital/social media world requires a different approach to sourcing creative ideas, creating content, and distribution. Customers as well as creative professionals can help, but a network is needed to tap into, identify, and build creative content. How to build a brand narrative over time? With less consumer attention to go around and more media than ever competing for it, firms need to build more short-episode-type linked stories (e.g., 15 sec. social media content) instead of long self-contained stories (e.g., 60 sec. TV ads), which work together to build a narrative.

Jun 18, 2015

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Beverage industry

Harvard Business School

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COCA-COLA Harvard Case Solution & Analysis

Home >> Business Case Studies >> COCA-COLA

INTRODUCTION

Coca-Cola, founded in 1886, is a young company with the standards of the Coca-Cola Company. Coca-Cola is the world’s largest beverage company, headquartered in Atlanta, Georgia. It operates in more than 200 countries and market more than 2800 products, with approximately 90,000 employees all over the world. The franchises of the company have a strong heritage in the tradition of Coca-Cola that is the foundation of this Company. Moreover, Coca-Cola offers more than 400 brands in over 200 countries. The objective of the company is to provide the quality product to the valuable customers (Lars Gronholdt, 2000).

John Stith Pemberton invented the company in 1886; he began to produce Coca-Cola syrup for sale in fountain drinks. The bottling business started in 1899, by two businessmen Benjamin F. Thomas and Joseph B. Whitehead. Both safeguarded the rights to bottle and sold the Coca-Cola in the United States by the Coca-Cola Company . The name of the company was suggested by the Pemberton, bookkeeper, Frank Robinson. Coca-Cola Company merged some of its company-owned operations with two large ownership groups such as John T. Lupton franchises and BCI Holding Corporations bottling holding to establish Coca-Cola Enterprise Inc.

The best-known trademark in the world sold in about more than 200 countries to 5.8 billion people in 80 different languages. Therefore, Coca-Cola is the world’s largest soft drink company in the world. The company is well known about its customer's taste and brand image. Every year 800,000,000 serving of Coke is sold in the United States alone. The company has been a sponsor of the Olympics. The advertisement of Coca-Cola started on the radio in the 1930 s and on the television in 1950. Currently, Cocoa-cola is advertised on over five hundred TV channels around the world (Doyle, 2010).

The mission of the company is to refresh the world, to inspire moments of optimism and happiness, and to create value and make differences.

The vision of the company is to achieve sustainable and quality growth. The vision also includes bringing to the world a portfolio of the quality brands that satisfy the desires and needs of the customers. Moreover, the vision is to maximize the long-term revenue, and to be a highly effective, lean and fast-moving organization.

The Corporate Objective

The objective of the company is to provide quality products and services to its valuable customers, to gain customers’ satisfaction and to maximize the profits. Furthermore, the objective is to select and retain the professional people for the future of the organization, and to project an outstanding brand image, and to achieve a competitive edge over competitors.

SWOT ANALYSIS

The company has a leading brand image and a strong brand portfolio, which is a major strength of the Coca-Cola Company. The company owns four top soft drinks brand in the world such as Coca-Cola, Diet Coke, Sprite, and Fanta. Moreover, Coca-Cola is the largest manufacturer, distributor and marketer of the non-alcoholic beverages in the world. The company has a large-scale operation with revenue in excess of $24 billion, and recorded double-digit growth in Latin America and bottling investment. Furthermore, the company believes in consistent innovation and creativity, therefore, it enjoys brand loyalty from its customers, and has a strong marketing and research and development department that survey the needs and desires of the customers (Tucker, 1964).

COCA-COLA Case Solution

A major weakness of the company is the weak infrastructure and a small number of retailers, with less shelf space. Moreover, cans have been imported at heavy duty rates and the problem of the empty bottles. Being an addict of the soft drinks is also leading to the health issues because drinking carbonated soft drinks daily has an effect on a person’s body. Furthermore, the company cash flows from operating activities declined during the fiscal year of 2006 (Chad J. Reissiga, 2009).

Opportunities

The company should maintain its brand image with more product extension. Moreover, the opportunities include growing rural market competition and rising disposable income. Brand recognition is the significant factor affecting the company’s position in the competitive marketplace. The company should make the packaging more effective and innovative. The bottling system of the company allows taking infinite growth opportunities around the world. Furthermore, Coke continuously strives to serve the large geographic and diverse area because the company believes in diversity (doyle, 2006)...............

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Case Description of Coca-Cola Co. (B) Case Study

Supplements the (A) case.

Case Authors : David F. Hawkins

Topic : finance & accounting, related areas : financial management, what is the case study method how can you use it to write case solution for coca-cola co. (b) case study.

Almost all of the case studies contain well defined situations. MBA and EMBA professional can take advantage of these situations to - apply theoretical framework, recommend new processes, and use quantitative methods to suggest course of action. Awareness of the common situations can help MBA & EMBA professionals read the case study more efficiently, discuss it more effectively among the team members, narrow down the options, and write cogently.

Case Study Solution Approaches

Three Step Approach to Coca-Cola Co. (B) Case Study Solution

The three step case study solution approach comprises – Conclusions – MBA & EMBA professionals should state their conclusions at the very start. It helps in communicating the points directly and the direction one took. Reasons – At the second stage provide the reasons for the conclusions. Why you choose one course of action over the other. For example why the change effort failed in the case and what can be done to rectify it. Or how the marketing budget can be better spent using social media rather than traditional media. Evidences – Finally you should provide evidences to support your reasons. It has to come from the data provided within the case study rather than data from outside world. Evidences should be both compelling and consistent. In case study method there is ‘no right’ answer, just how effectively you analyzed the situation based on incomplete information and multiple scenarios.

Case Study Solution of Coca-Cola Co. (B)

We write Coca-Cola Co. (B) case study solution using Harvard Business Review case writing framework & HBR Finance & Accounting learning notes. We try to cover all the bases in the field of Finance & Accounting, Financial management and other related areas.

Objectives of using various frameworks in Coca-Cola Co. (B) case study solution

By using the above frameworks for Coca-Cola Co. (B) case study solutions, you can clearly draw conclusions on the following areas – What are the strength and weaknesses of Coca Cola (SWOT Analysis) What are external factors that are impacting the business environment (PESTEL Analysis) Should Coca Cola enter new market or launch new product (Opportunities & Threats from SWOT Analysis) What will be the expected profitability of the new products or services (Porter Five Forces Analysis) How it can improve the profitability in a given industry (Porter Value Chain Analysis) What are the resources needed to increase profitability (VRIO Analysis) Finally which business to continue, where to invest further and from which to get out (BCG Growth Share Analysis)

SWOT Analysis of Coca-Cola Co. (B)

SWOT analysis stands for – Strengths, Weaknesses, Opportunities and Threats. Strengths and Weaknesses are result of Coca Cola internal factors, while opportunities and threats arise from developments in external environment in which Coca Cola operates. SWOT analysis will help us in not only getting a better insight into Coca Cola present competitive advantage but also help us in how things have to evolve to maintain and consolidate the competitive advantage.

- Experienced and successful leadership team – Coca Cola management team has been a success over last decade by successfully predicting trends in the industry.

- Streamlined processes and efficient operation management – Coca Cola is one of the most efficient firms in its segment. The credit for the performance goes to successful execution and efficient operations management.

- Little experience of international market – Even though it is a major player in local market, Coca Cola has little experience in international market. According to David F. Hawkins , Coca Cola needs international talent to penetrate into developing markets.

- Low profitability which can hamper new project investment – Even though Coca Cola financial statement is stable, but going forward Coca Cola 5-7% profitability can lead to shortage of funds to invest into new projects.

Opportunities

- E-Commerce and Social Media Oriented Business Models – E-commerce business model can help Coca Cola to tie up with local suppliers and logistics provider in international market. Social media growth can help Coca Cola to reduce the cost of entering new market and reaching to customers at a significantly lower marketing budget.

- Increase in Consumer Disposable Income – Coca Cola can use the increasing disposable income to build a new business model where customers start paying progressively for using its products. According to David F. Hawkins of Coca-Cola Co. (B) case study, Coca Cola can use this trend to expand in adjacent areas Financial management.

- Home market marketing technique won’t work in new markets such as India and China where scale is prized over profitability.

- Growing dominance of digital players such as Amazon, Google, Microsoft etc can reduce the manoeuvring space for Coca Cola and put upward pressure on marketing budget.

Once all the factors mentioned in the Coca-Cola Co. (B) case study are organized based on SWOT analysis, just remove the non essential factors. This will help you in building a weighted SWOT analysis which reflects the real importance of factors rather than just tabulation of all the factors mentioned in the case.

What is PESTEL Analysis

PESTEL /PEST / STEP Analysis of Coca-Cola Co. (B) Case Study

PESTEL stands for – Political, Economic, Social, Technological, Environmental, and Legal factors that impact the macro environment in which Coca Cola operates in. David F. Hawkins provides extensive information about PESTEL factors in Coca-Cola Co. (B) case study.

Political Factors

- Political and Legal Structure – The political system seems stable and there is consistency in both economic policies and foreign policies.

- Political consensus among various parties regarding taxation rate and investment policies. Over the years the country has progressively worked to lower the entry of barrier and streamline the tax structure.

Economic Factors

- Inflation rate is one of the key criteria to consider for Coca Cola before entering into a new market.

- According to David F. Hawkins . Coca Cola should closely monitor consumer disposable income level, household debt level, and level of efficiency of local financial markets.

Social Factors

- Demographic shifts in the economy are also a good social indicator for Coca Cola to predict not only overall trend in market but also demand for Coca Cola product among its core customer segments.

- Consumer buying behavior and consumer buying process – Coca Cola should closely follow the dynamics of why and how the consumers are buying the products both in existing categories and in segments that Coca Cola wants to enter.

Technological Factors

- Proliferation of mobile phones has created a generation whose primary tool of entertainment and information consumption is mobile phone. Coca Cola needs to adjust its marketing strategy accordingly.

- Artificial intelligence and machine learning will give rise to importance of speed over planning. Coca Cola needs to build strategies to operate in such an environment.

Environmental Factors

- Environmental regulations can impact the cost structure of Coca Cola. It can further impact the cost of doing business in certain markets.

- Consumer activism is significantly impacting Coca Cola branding, marketing and corporate social responsibility (CSR) initiatives.

Legal Factors

- Intellectual property rights are one area where Coca Cola can face legal threats in some of the markets it is operating in.

- Health and safety norms in number of markets that Coca Cola operates in are lax thus impact the competition playing field.

What are Porter Five Forces

Porter Five Forces Analysis of Coca-Cola Co. (B)

Competition among existing players, bargaining power of suppliers, bargaining power of buyers, threat of new entrants, and threat of substitutes.

What is VRIO Analysis

VRIO Analysis of Coca-Cola Co. (B)

VRIO stands for – Value of the resource that Coca Cola possess, Rareness of those resource, Imitation Risk that competitors pose, and Organizational Competence of Coca Cola. VRIO and VRIN analysis can help the firm.

What is Porter Value Chain

Porter Value Chain Analysis of Coca-Cola Co. (B)

As the name suggests Value Chain framework is developed by Michael Porter in 1980’s and it is primarily used for analyzing Coca Cola relative cost and value structure. Managers can use Porter Value Chain framework to disaggregate various processes and their relative costs in the Coca Cola. This will help in answering – the related costs and various sources of competitive advantages of Coca Cola in the markets it operates in. The process can also be done to competitors to understand their competitive advantages and competitive strategies. According to Michael Porter – Competitive Advantage is a relative term and has to be understood in the context of rivalry within an industry. So Value Chain competitive benchmarking should be done based on industry structure and bottlenecks.

What is BCG Growth Share Matrix

BCG Growth Share Matrix of Coca-Cola Co. (B)

BCG Growth Share Matrix is very valuable tool to analyze Coca Cola strategic positioning in various sectors that it operates in and strategic options that are available to it. Product Market segmentation in BCG Growth Share matrix should be done with great care as there can be a scenario where Coca Cola can be market leader in the industry without being a dominant player or segment leader in any of the segment. BCG analysis should comprise not only growth share of industry & Coca Cola business unit but also Coca Cola - overall profitability, level of debt, debt paying capacity, growth potential, expansion expertise, dividend requirements from shareholders, and overall competitive strength. Two key considerations while using BCG Growth Share Matrix for Coca-Cola Co. (B) case study solution - How to calculate Weighted Average Market Share using BCG Growth Share Matrix Relative Weighted Average Market Share Vs Largest Competitor

5C Marketing Analysis of Coca-Cola Co. (B)

4p marketing analysis of coca-cola co. (b), porter five forces analysis and solution of coca-cola co. (b), porter value chain analysis and solution of coca-cola co. (b), case memo & recommendation memo of coca-cola co. (b), blue ocean analysis and solution of coca-cola co. (b), marketing strategy and analysis coca-cola co. (b), vrio /vrin analysis & solution of coca-cola co. (b), pestel / step / pest analysis of coca-cola co. (b), swot analysis and solution of coca-cola co. (b), references & further readings.

David F. Hawkins (2018) , "Coca-Cola Co. (B) Harvard Business Review Case Study. Published by HBR Publications.

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Finance & Accounting Case Study | Authors :: David F. Hawkins

Case study description.

In order to fully appreciate Coca-Cola's profitability, financial risk, and operating risk, Jane Wilson, a security analyst, is considering preparing a consolidated financial statement for Coca-Cola analyzing Coca-Cola Enterprises as a fully consolidated entity.

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Step 1 - reading up harvard business review fundamentals on the finance & accounting.

Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Finance & Accounting. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the Coca-Cola Co. (A) HBR Case Study

To write an emphatic case study analysis and provide pragmatic and actionable solutions, you must have a strong grasps of the facts and the central problem of the HBR case study. Begin slowly - underline the details and sketch out the business case study description map. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions. Business case study paragraph by paragraph mapping will help you in organizing the information correctly and provide a clear guide to go back to the case study if you need further information. My case study strategy involves -

• Marking out the protagonist and key players in the case study from the very start.
• Drawing a motivation chart of the key players and their priorities from the case study description.
• Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
• Evaluate each detail in the case study in light of the HBR case study analysis core ideas.

Step 3 - Coca-Cola Co. (A) Case Study Analysis

Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. You can do business case study analysis by following Fern Fort University step by step instructions -

• Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
• HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
• Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of Coca-Cola Co. (A)

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

• Zero down on the central problem and two to five related problems in the case study.
• Do the SWOT analysis of the Coca-Cola Co. (A) . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
• SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Coca-Cola Co. (A)
• SWOT analysis will also provide a priority list of problem to be solved.
• You can also do a weighted SWOT analysis of Coca-Cola Co. (A) HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Coca-Cola Co. (A)

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of Coca-Cola Co. (A)

Another way of understanding the external environment of the firm in Coca-Cola Co. (A) is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into Coca-Cola Co. (A) Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

• Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
• Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
• Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

Step 8 -Implementation Framework

The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -

• Detailed understanding of the case,
• Clarity of HBR case study fundamentals,
• Analyzed case details based on those fundamentals and
• Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Coca-Cola Co. (A) case study solution.

Step 9 - Take a Break

Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.

Step 10 - Critically Examine Coca-Cola Co. (A) case study solution

After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.

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