Companies Internal Environment and Strong Brands

Posted: March 26th, 2020

Companies Internal Environment and Strong Brands

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Companies Internal Environment and Strong Brands

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            The Coca-Cola brand is present in most of the shops, hotels, offices, and households in most parts of the world. The brand has very many products under its umbrella and all of them have are doing very well in the global market. Therefore, it is correct to say that the coca cola company is the best among the companies in the soft drinks market. The position as a global leader in a particular market takes a lot effort, resources, and strategy to achieve. Once the company has reached the epitome, the challenge now shifts to efforts concerning how the company is going to remain at the stop in light of the efforts by other competitors. Therefore, the company needs to carry out a constant internal environment evaluation that is supposed to highlight the strengths and the weaknesses of the company with the aim of solidifying its position at the top.

            One of the strengths of Coca-Cola Company is its brand equity. The brand equity of the company is the most expensive according to the inter-brand awards of the year 2011. The global presence of the company establishes it as one of the most recognized brands in the world. The company valuation is also a major strength for the entity (Santos & Laczniak, 2015). The company is worth about 79.2 billion dollars. Therefore, the reach of the resources of the company is very high. The vast global presence is also a source of great strength because it opens up the company to other advantages like a larger market share. The marketing strategy of the company is also a source of great strength because people from diverse cultures in the world respond to their marketing efforts. The vast distribution network of the company is also a source of strength and they are able to reach more customers that their competitors with fewer channels of distribution. The main weakness of the company is its inability to produce healthy beverages that are highly on demand. The company should take advantage and produce before the competitors decide to take advantage of the opportunity.

Strong Brands

            Three brands that are likely to maintain a competitive advantage in the global economy are Coca-Cola, Microsoft, and McDonald’s. The main reason lies in their customer engagement and adaptation to change. The companies are keen to listen to the opinions of the customers or the clients, and they adjust their products or services to meet the said opinions. Similarly, they are very observant of the current trends in the global market, and they respond by tailor making their products and services to meet the specification of the market demand. A competitive advantage is established and affirmed by the relentless effort to maintain dynamism and flexibility in the items and services being offered. It keeps the customers interested in what the company has to offer.

            The internet is an important avenue for customer engagement and feedback. Customers use the social media platform to express their displeasure and discontent about a particular service or product being offered by the companies in question (McGrath, 2013). If the companies are keen, on the internet platforms, they are able to capture the discontent, and they can arrange on how to improve. Similarly, the same platforms are used to commend the companies on services and products that have pleased the customers. They can pick on from there to maintain the same standards.

References

McGrath, R. G. (2013). The end of competitive advantage: How to keep your strategy moving as fast as your business. Harvard Business Review Press.

Santos, N., & Laczniak, G. (2015). Marketing to the poor: A SWOT analysis of the Market Construction Model for engaging impoverished market segments. Social Business, 5(2).