The Coca-Cola Company is the world’s largest company. It is also the largest distributor and marketer of the non-alcoholic drinks. How amazing can this be? Coca-Cola has built its brand and kept it strong for many years. Did you know that Coke was the leading soft drink in 1896 just as it is today? Now you do. It’s a surprise that something can keep its value for so long. This has happened due to the below competitive advantages that it has kept since the company was started.
Strong Brand Image:
Coca-Cola has maintained a very strong brand over the years. This is shown by the fact that every child knows at least one brand of Coca-Cola. Coca-Cola makes the brand stronger by maintaining the quality and taste. At no single time will you ever taste a Coca-Cola product and notice a taste difference from what you know. Coca-Cola has never compromised on the quality or quantity hence they have won people’s hearts from all over the world.
Comprehensive Distribution System
Coca-Cola has the most comprehensive distribution system in the world. With over 400 different Cola products. Cola has been able to build an infrastructure that spans over 200 markets in the world. This has made it very difficult for other upcoming companies to acquire. It makes this easier by having several plants in those countries that they have a presence. Coca-Cola has ability to deliver the product to people in the areas where other companies cannot. Coca-Cola focuses on customers’ needs and requirements. This helps them tailor make their products to fit and fulfill the customers wants.
Employee Training
Coca-Cola offers a world class management training to its executives which enhances their capabilities. It also helps keep the management on toes and helps in problem-solving if anything arises. They also continue in developing and re-inventing old products.
One Stop Shops
Coca-Cola Company has opened one-stop shops which enable them to reach to their clients easily. It also distributes fridges to customers so that they are able to store their products. The fridge is given free of charge hence retailers have no excuse for cost implications.
Attractive Packaging
Coca-Cola is the number one brand in the world and its shape was first registered as Coca-Cola bottle. Packaging draws the attention of the customer and also justifies the price and value for the customer. Coca-Cola Company has used a unique and identifiable packaging technique to target the customers.
Secret Recipe
The Coca-Cola recipe has remained one of the most heavily guarded trade secrets in the world. No other company has been able to come up with this same recipe almost 130 years later. Arguably it tastes better than any other cola drinks. The company is so well developed that it only costs a fraction of the selling price to manufacture their product which in turn results in high-profit margins.
Captivating Advertisements
Coca-Cola has very captivating advertisements that everyone relates to. When you view the adverts, it makes you want to consume the Coca-Cola product. They have also branded thousands of shops around the world. It makes its red color that conspicuous that you just have to see it.
Coca-Cola is still going strong and remains the most sought-after stocks on the New York stock exchange. It features 21 billion brands, 19 of which are available in reduced, low calorie or no calorie options. These brands include Diet Coke, Coca-Cola Zero, Sprite, Fanta, Dasani, Minute maid just to mention but a few. It has and continues to leave its mark around the world.