Coca-Cola: Company Strategic Alliance Objectives with Brands

Brands
Coca-Cola seeks to establish as diverse a drink portfolio as possible. The company does not sell alcoholic beverages, and instead has built out a huge portfolio of soda, tea, coffee, and fitness drink products around the world. In its early years, Coca-Cola focused on expanding its lines of soda beverages, since that was the company’s core and was where it began. As time has progressed, however, the company has tried to make the entire non-alcoholic beverage industry its core operation. Recent acquisitions of tea-maker Honest Tea and healthy drink seller Energy Brands (Vitamin Water) clearly demonstrate the company’s strategy for expansion. As organic growth in maturing markets levels out, Coca-Cola looks for room to expand its beverage business, and generally does so by acquiring other brands. Whereas the alliance strategy with bottlers and distributors was to partner, Coca-Cola generally acquires the rights to an entire brand, or at the very least buys a majority equity stake, as it did with Inca Kola (50%) in 1999. With growing product diversity, Coca-Cola seeks to obtain a competitive advantage and tap new market space.

Other posts on Coca-Cola's brand and strategy:

Coca-Cola: Company Strategic Alliance Objectives with Suppliers
Coca-Cola: Company Strategic Alliance Objectives with Bottlers
Coca-Cola: Company Strategic Alliance Objectives with Brands
Coca-Cola: Life-Cycle Model of Evolving Strategic Alliance Strategy Early Days
Coca-Cola: Current Strategic Alliances – Major Strengths
Coca-Cola: Life-Cycle Model of Evolving Strategic Alliance Strategy
Coca-Cola: Current Strategic Alliances – Major Weaknesses
Coca Cola: Future Strategic Alliance Objectives and Strategy Overview Recommendations
Works Cited Page for Coca-Cola Analysis of Alliances Portfolio