Coke Goes High-Tech to Mix Its Sodas By: Valerie Bauerlein Presented By: Evan Ropp Eric Watkins Sarah Ruatta

History of Coca-Cola Introduced in 1886 by a pharmacist named Frank Robinson in Atlanta, GA. First sold at a soda fountain Only 9 servings per day were sold First year sales= $50 Now, with 1.4 billion beverages sold each day, they are one of the most successful beverage companies in the world

Article Summary Coca-Cola wants to add life to soft-drink sales by letting restaurant goers mix up to 104 different drinks The new curved medal shell is designed by the designers of Ferrari racecars Has special technology that releases proper amounts of concentrate Coke charges 30% more than traditional fountains

Article Summary cont… Soda business needs innovation –Sales decreased the past 5 years and fell 2.1% in 2009 Coke has 70% of the U.S. market They have 34 patents on this machine –Perfect pour technology –Flavors don’t mix between drinks Has been running 6 months of tests with 69 machines Adds an experience to the restaurant Coca-Cola plans on placing 500 new machines around the country

SWOT Strengths –Brand equity/image & recognition –Product distribution and worldwide network –Solid financial performance –One of the world's most recognized brand –Product diversification (water, juices, soft drinks, sport drinks, etc) Weaknesses –Customer concentration, particularly in the US (Wal-Mart accounts for more than 10% of Coca Cola's business in the US) –There are a lot of loyal Pepsi customers and not many loyal Coca-Cola customers –Bad Global website compared to Pepsi.

SWOT Analysis Opportunities –Bottled water growth –Acquisitions of smaller players –Health consciousness growth, specifically of the baby boomers –Non-carbonated drinks are the fastest-growing part of the industry Threats –Commodity prices growth –Image perception in certain parts of the world (i.e., Colombia) –Smaller, more nimble operators/players –Key competitors (Pepsi, etc) –Energy drinks

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