In Europe and Asian regions, Kinley is being sold while Dasani bottled water is targeting the US and UK market.
The rising number of people increases the need to produce more bottled water to fulfil the needs of the expanding population. The reason for this classification is that the mineral water industry is still viewed as a gradually evolving segment on an international scale. The bottled water produced by the Coca-Cola Company can be categorized as a star for the organization. The market is still in the phase of development, therefore, the stars have the likelihood of further adding to the existing market share and create a steady source of revenue for a business entity. The products that are viewed as stars are defined by the key feature of having a high market share as compared to the other products which have a lower share in the market.
A slowdown in sales has been a temporary setback for the organization, however adjusting the business strategy has helped the management to regain its firm hold in the industry (Estrel, 2016). Since the industry is mature, the company needs to invest little effort to keep the sales high as the business unit has captured a large market to generate cash. The bottling partners in different locations help in making the finished beverages available to the market in their respective regions, enabling the organization to earn significant amount of revenues from its finished products categories. A larger segment of the operations is based on finished products (including sparkling and still beverages) manufactured by the company, constituting 63% of the operations in 2015 (The Coca-Cola Company, 2015). Coca-Cola as a beverage has been operating as a cash cow for the Coca-Cola Company, as the brand is sold across 200 countries in a mature beverage industry.
The Cola market, as a specific part of the beverage industry has matured over the years, becoming concentrated by various companies selling their own brand of cola. The market is at a mature stage for these products, nevertheless, these products continue to generate cash for the organization. The BCG Matrix for Coca-Cola is as follows: Cash CowsĬash cows are those business products which are a significant source of income for a business entity and generate enough sales to obtain a significant market share in the local or global industry. The Boston Consulting Group Matrix (BCG Matrix) can be used to analyze the different products being sold by the company in terms of their market share, sales generated on an annual basis and the potential for growth. Coca-Cola is a large scale company that has been operating in the beverage industry for more than a century, supplying different products to 200 countries.
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