Coca-Cola It is produced by The Coca-Cola Company (is the world's No.

1 among the soft drink manufacturers), which is also occasionally referred as Coca-Cola or Coke. It is the best known brand and sold in the world. It is a Public Limited Company (PLC) and it most competitor is PepsiCo. In addition to "Coca-Cola", the refrigerant receives names "Coca", "Coke" or just "Cola" depending on each country or region. Created by pharmacist John Pemberton in 1886 and originally produced as a patent medicine, Coca-Cola changed its original formula and gradually conquered new markets. A person responsible for the success of Coca-Cola Company was the businessman Asa Griggs Candler, whose aggressive marketing tactics led the company to gain wide market share of soft drinks in the world, from the twentieth century until the present day. Today, Coca-Cola Company is present in over 200 countries and accounts for more than 400 brands of soft drinks, among these, four of the five brands consumed on the planet: Coca-Cola, Coca-Cola light, Fanta, Kuat and Sprite. The former chairman of the coca-cola company, Douglas Ivester has stated that being global is the main strength of the Coca-cola Company. (Coca-Cola Company, Annual Report, 1998) It is a business with a popular, affordable product, with a strong foothold in many countries. Mission The mission of the Coca-Cola is to refresh the world (in body, mind and spirit). Vision "Their vision is to be recognized worldwide as a beverage company model with its own identity as the largest and best provider of products and services. Values Results: "To ensure results that facilitate the continuous growth of the Company, developing employees and adequately compensating its shareholders"

Market Share The juice segment is showing a strong industrial growth potential, which has encouraged the entry of several companies this market, such as Coca-Cola, besides motivate the traditional to broaden their participation, by opening new units in markets with consumer perspectives. Coke, for example, in North America, fell 1% by volume and a decrease Pepsi recorded medium of 1.7%. It should be noted that these two companies are the world's largest manufacturers of soft drinks, holding control of three fourths of the market, equivalent to a movement of about $ 66 billion annually.

Source: The global soft drinks market is dominated by 3 household names: coca-cola, PepsiCo and Cadbury-schweppes. The Coca-cola Claims 47% of the global market, compared with 21% for PepsiCo and 8% for Cadbury schweppes. Other Major players include Cott and Ambev in Latin America (www.foodlineweb.co.uk). It can be shown on table 1 bellow:

Source: (www.foodlineweb.co.uk - Adapted) The Herfindahl-Hirschman Index (HHI) In order to find out about the amount of competition in each domestic defense sector it will be applied the Herfindahl-Hirschman Index (HHI) Which help one to put the size of the companies in relation to their respective industry. Thus, it can give a better assessment of market powers than merely comparing defence-related turnover. (Kuschel Johannes, 2010). Beverages: The Top Three Companies

Source: Adapted from www.angelfire.com HHI = n (% Market Share)2 HHI = 10.000 [(44.5/90.3) + (31.4/90.3) + (14.4/90.3)] = 3,892 (Highly concentrated)

Industry Structure Coca Cola vs. PepsiCo are a good example of Oligopoly. The oligopoly is in modern economies, the market structure most frequent, with few players dominating the market, with strong product differentiation, interdependence, with sometimeswar price, and often with extra-war price. In this type of market greed and envy to obtain the largest possible profit to the detriment of market participants, is a constant, considering that the elimination of risk and uncertainty should be the first tonic for survival in the market for production and sale of one or several products. (Kotler, 2005)

Coca-Cola competitive position within the industry The soft drink market has an annual profit of around 20 billion dollars. There are more than eight hundred manufacturers of soft drinks (Refrigerant), five hundred juices and teas and five hundred of water. The Coca-Cola is the company with the largest market share (56%). Despite being the leader in sales, its share fell by 0.5% over the previous year under the Brazilian Association of Manufacturers of Refrigerant and Non-Alcoholic Beverages (ABIR, 02/05/2009). Even within this framework, the global financial crisis is affecting and contributing to this drop in sales. Research conducted by AC Nielsen (2008) showed that

consumers are looking for alternative brands of soft drinks. This fact resulted in an increase of 0.3% share of the competition. People are settling more in price than the brand, reinforced by a greater concern with health, replacing soft drinks with healthier options and less caloric.

Coca-Cola SWOT Analysis

Internal Strengths Reputation of brand Coca-Cola Company Immediate delivery at point of sale; Support services to the consumer information line. Concern with benefits valued by consumers, as such health. Affordable; Large investments in advertising; Partnership with other brands Customer loyalty Weaknesses Exponential growth in the soft drinks sector and increasing competition. Poor performance in North America External Opportunities Expand the brand and particularly the Coca-Cola light to the young. Entry into economically lower segments with a glue light more attractive. Achieving all ages worrying about aesthetics and what the customer wants. Do not fail to build customer loyalty Threats Threats of saturation due to the accelerated growth of this market; Increased market share of Pepsi in recent years and tends to rise

References

ABIR -Associao Brasileira das Indstrias de Refrigerantes e de Bebidas No Alcolicas . Disponvel em: < http://www.abir.org.br/article.pap3?id_article=3855 > Acesso em 02 de Maio de 2009. AC.NIELSEN BRASIL. Disponvel em: < http://br.nielsen.com/site/index.shtml > Acesso em 18 de Maio de 2009.

Coca-Cola Company, Annual Report, 1998

Kuschel Johannes (2010) The European Defence Market: Great Challenges - Small Moves. GRIN Verlag, 11/02/2010 - 168 pginas http://www.angelfire.com/id/joanmarques/Articles/Oligopoly_is_in.htm

Fonte: Kotler 2005, Biblia do Marketing, 12 Edi.