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Coke - UK Operations

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  1. Company Snapshot & Product Portfolio
  2. Historical and Strategic Developments
  3. Industry Outlook
  4. Marketing & Promotional Strategies
  5. SWOT Analysis
  6. Peer Benchmarking & Future Outlook
  7. Risks, Challenges and Limitations
  8. Corporate Social Responsibility and other initiatives
  9. Recommendations & Future Research Scope

Coca Cola, the American non-alcoholic beverages company which was founded in 1892 has a huge market in the United Kingdom. The largest manufacturer, retailer and marketer of soft drinks were found by Asa Chandler. The company is known as Coca-cola Great Britain (CCGB) in the UK. It is responsible for marketing 21 brands and over 100 products to consumers in United Kingdom. It also develops the brand Coke, extends existing brands and protects the Coke trademark in the UK. Along with this, the Coca-cola Enterprises Ltd (CCE) is the local bottler responsible for manufacturing, distribution, sales and trade in England, Scotland and Wales.

The UK operations of Coke, manufactures and markets wide range of drinks. Brands like Diet-Coke, Sprite, Fanta, Powerade and many more come under its UK operations. The UK unit of Coke consists of seven manufacturing sites, eight distribution centers, twelve full vending service, five regional offices and one business support center. Special concentration is given to packaging and supply chain across the UK as a measure towards its 'green' movement. Coke has crossed the 1 billion pound sales in the UK and has become the first company to do so.

At Coke UK, the priority is to treat the employees well by helping them develop and offer a rewarding work life. They do this for the employees to: excel in their performance, develop skills for improvement and move towards their career goals. They also provide on-the-job learning and coaching to them as well as keep them motivated by giving great career opportunities for self-development.

They associated with the WWF and have also started 'Live Positively' initiative that makes people aware about various areas of social and environmental conscience. Through this, they deliver several messages across regarding their packaging, workplace, global water stewardship, climate and energy protection and active healthy lifestyle.

The company's UK operations are on a high, becoming the highest revenue earning company in the country. Again, it faces various threats in the form of competition from Pepsi Co, growing awareness about healthy lifestyle and climate change. But the biggest opportunity to still increase its business in UK is to take advantage of the upcoming Olympics in the country.

Thorough advertising and huge sponsorships can help more. Though the company is on a roller coaster ride in the UK, a doubt still remains whether till will be able to sustain the downfall of the European market by the day? And what about the slow performance of the other brands under its belt, for how long can they rely on their flagship brand only?

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