Revision needed: INTERNATIONAL BUSINESS AND EMERGING MARKETS

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An Analysis of the Strategies of Coca-Cola Company in the African Market

Introduction

The strategy of a company requires constant updating . With the changing conditions of market and industry it is important for an organisation to keep its strategy in tact with the changing environment . An out dated strategy cannot fulfil the needs of today 's global environment . In to go through the updating process the organisations should carry on an audit to analyse which aspect requires improvement . It also specifies what

strategy is necessary to support the business operations , the information people use currently and the gaps in these functions and the business goals . For the Coca Cola Company , the African market for beverages was an ideal market for the Company given the fact that there are fewer global competitors operating in the African market . Of interest to the Company about the new emerging African market , is the fact that there is a ready market occasioned by the hot climate experienced in most of the African continent

By assessing the knowledge possessed by an organisation about its competitors and market environment the managers can effectively take decisions in to find the most feasible way for their businesses to maximise profits and improve market share . It is also important to calculate the extent to which change needs to be introduced to the organisation . Although the identification of the problem is a big issue but finding a solution making sense with business world is the main purpose of change in the organisation (Armstrong , Arthur John , 1997

Back in 1970 Alvin Toffler in Future Shock (Toffler , A . 1970 describes a trend towards accelerating rates of change . He illustrated how social and technological norms had shorter life spans with each generation , and he questioned society 's ability to cope with the resulting turmoil and anxiety . In past generations , periods of change were always punctuated with times of stability . This allowed society to assimilate the change and deal with it before the next change arrived (Rigby Chris , 2002

In the volatile business environment of the 21st century the most important requirement of today 's business is constant changing and updating with the external conditions . Change can be referred to as Internal , External , and business process re-engineering and transformation programs

The purpose of this is to analyse the strategy of the Coca-Cola Company in the African markets with an aim of finding the strengths and weaknesses and to suggest measures

Company Background : The Coca-Cola Company competes in the beverage manufacturing industry and is one of the world 's largest non-alcoholic beverage manufacturers . The company was founded in 1892 and is based in Atlanta , Georgia with approximately 50 ,000 employees worldwide . The company 's primary business (about 86 of revenues ) is the manufacturing of soft drink concentrates and syrups (Coca-Cola , Diet Coke , Sprite In addition to soft drinks , the company also sells juice products (Minute Maid , sport drinks (Powerade , water (Dasani , teas and coffees , with 400 brands in...