Running Head: COCA-COLA INTERNATIONAL
Opening Happiness across the Globe
August 4, 2012
In 1886, Coca-Cola brought a refreshing fountain beverage to customers of a small Atlanta pharmacy at five cents a glass. Today, The Coca-Cola Company is the world’s largest beverage company. The three main headquarters are Coca-Cola International which is located in Europe, Pacific and Eurasia, and Africa, Coca-Cola Americas which are located in North America and Latin America, and Bottling Investment Group which oversees the company owned bottling operations outside of North America. Each company own or license and market more than five hundred nonalcoholic beverage brands such as; waters, juices, ready to drink teas and coffees across the globe. This research paper will focus on how The Coca-Cola Company uses strategies in order to compete in the completive market, Coca-Cola International, Market Segmentation, the “Cola wars” and finally, discuss the “unit case volume” of the Coca-Cola Company. Purpose of Study
The purpose of this research paper is to achieve a better understanding of International Business through the basic study of a worldwide company’s strategy in order to compete with the completive market Limitations of Study
One of the largest limitations of this study is finding creditable resources to support this research paper and interpreting the relevant information to the instructor’s expectations. Definition of Terms
For the purpose of this paper, “Coca-Cola Company” and “Coke” will be used interchangeably; all other terms utilized in this research paper are within acknowledged meaning. Any terms that need clarification from normal usage will be defined within the text. Review of Literature
“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions”. * To refresh the world...
* To inspire moments of optimism and happiness...
To create value and make a difference. (Thecoca-colacompany.com) Background
Coca-Cola Company is the world largest non-alcoholic beverage manufacturer and distributor in the world and is no stranger to the global market. They own more than three hundred brands in more than two hundred countries. (Thecoca-colacompany.com) Created by John Pemberton, a pharmacist in Atlanta Georgia 1886 sold Coke as fountain drink and told his customer it was a “potion for mental and physical disorders”. In 1895, Asa G. Candler, a natural salesman, converted Coca-Cola from an invention into a business. He knew there were thirsty people out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. (Heritage.coca-cola.com) The original logo was developed from the handwriting of the company’s book-keeper, Frank Robinson, back in 1885. The wavy line seen at the base of the logo (also known as the “dynamic curve” or “dynamic ribbon”) was designed when the company introduced cans. The first idea was to create a can in the same shape as the bottle. When the company realized this just wasn’t possible they came up with the idea of the dynamic curve. The shape of the line was intended to represent the shape bottle (Heritage.coca-cola.com) Coca-Cola International
According to Hill (2012) “Coca-Cola, the iconic American soda maker, has long been among the most international of enterprises”. During WWII, Coke supplied the United States troops with Coca-Cola wherever in the world they went. (Hill, 2012, p. 518). On The Coca-Cola Heritage Timeline; in 1923, Robert Woodruff became the Coca Cola Company president after he inherited the company from his father. Woodruff spent more than 60 years as Company...
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