Integrated Strategic Marketing Plan: Section Two
Key People
Coca-Cola employs over 700,000 individuals from around the world in order to operate one of the most successful global brands. The leader of this company, Muhtar Kent, is Chairman of the Board and CEO of Coca-Cola. Kent started with Coca-Cola in 1978 and worked his way to the top of the organization when he assumed his current position eight years ago. His commitment to the improvement of the global business community is evidenced by active participation in a variety of political, educational, and business boards around the world. James Quincey is President and COO of the Coca-Cola corporation. According to Coca-Cola’s official website, he plays a vital part in the organization “In this role he has responsibility for all of the company's operating units worldwide” (“Our Company,” para. 1, n.d.). Quincey has a variety of strategic business experience due to previous high level operational roles. Marcos de Quinto serves as Executive Vice President and Chief Marketing Officer (CMO) of the Coca-Cola Company. Similar to Kent, De Quinto has been with the organization since 1982 and is responsible for developing global marketing strategies. These three key individuals head the organization and establish the direction of Coca-Cola Company (“Our Company,” n.d.).
Location and Subsidiaries
According to Coca-Cola’s main website, the company was founded in 1886 in Atlanta, Georgia by John Pemberton and remains the corporate headquarters today (“Who We Are,” n.d.). Coca-Cola services over 200 countries in regions including Asia Pacific, Europe, the Middle East, Africa, Latin America, and North America. Essentially, Coca-Cola can be found in any part of the world due to their extensive distribution network and recognizable brand. As far as subsidiaries are concerned, Coca-Cola holds a variety of stake in many other companies. In the article “The Top 5 Companies Owned by Coca Cola (KO)” by Nathan Buehler, he explains that Coca-Cola subsidiaries include Monster Energy, FUZE, Vitaminwater, Minute Maid, and the Bottlers Investment Group. As a result, these companies have benefitted from the huge network created by Coca-Cola in order to be provided in stores, gas stations, and vending machines globally. These subsidiaries combined with the vast location network developed by Coca-Cola is one of the main factors contributing to their sustained success (“Who We Are,” n.d.).
Brands, Major Products, and Services
Coca-Cola has an impressive list of brands and products that are recognized both nationally and overseas. These include brands such as Coke, Sprite, Fanta, Powerade, and Mello Yello in addition to the subsidiaries previously mentioned. These major products are sold in markets around the world, to age groups both young and old. The popularity of these brand name products has facilitated organizational growth and expanded product offerings annually. It is a core strategy of Coca-Cola to increase its portfolio in order to maintain its position as the market leader in the beverage industry (“Brands,” n.d.).
References
Brands. (n.d.). Retrieved April 11, 2017, from
http://www.coca-colacompany.com/brands/the-coca-cola-company
Our Company. (n.d.). Retrieved April 11, 2017, from
http://www.coca-colacompany.com/our-company/leadership
Top 5 Companies Owned by Coca Cola (KO). (January 12, 2016). Retrieved April 11, 2017
http://www.investopedia.com/articles/markets/011216/top-5-companies-owned-coca-cola-ko.asp
Who We Are. (n.d.). Retrieved April 11, 2017, from
http://www.coca-colacompany.com/careers/who-we-are-infographic
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