Coca-Cola Management Strategy

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Assessment 1

Case Study Report of

Coca Cola Company

Hang LU

Executive Summary

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.6 billion servings each day.[4] The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current chairman and CEO is Muhtar Kent.



Company Background

Mission and Vision


The Competitive Advantage of Coca-Cola Brands

Five Forces Analysis

Intensity of the Competitive Forces

Generic Business Strategy



Coca-Cola has sold more than one billion servings every day. More than 10,450 beverages are consumed every second. It is present on all seven continents and is recognized by 94% of the world population. Coca-Cola grow from its humble roots as a home-brewed Georgia-based patent medicine to be the international soft drink powerhouse today. Coca-Cola used many technologies to achieve its rise to the top of the soft drink industry, defining new technologies and establishing paradigms that popped the status quo like a cap from a soda bottle. Through technology, Coca-Cola perfected Coke as a beverage and spread it throughout the world. Even today, the US soft drink industry is organized on this principle. "The Coca-Cola Company" is now the largest soft drink company in the world with products that include Coca- Cola, Diet Coke, Sprite, and Fanta etc.. It is employing about 71,000 people worldwide in over 200 countries. Coke produces about 400 brands consisting of over 2.600 beverage products, such as water, juice and juice drinks, sports drinks, energy drinks, teas, and coffees. Coke products are distributed though restaurants, grocery market, street vendors, and others, all of which sell to the end users: consumers, who consume in excess of 1.4 billion servings daily.

Company Background

The Coca-Cola Company is now the largest soft drink company in the world. Coca- Cola became the largest manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups which operate in more than 200 countries. Coca- Cola was invented on May 1886 by Dr. John Stith Pemberton in Jacob's Pharmacy in Atlanta, Georgia. The name Coca-Cola was suggested by Pemberton's book-keeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today.

Vision & Mission

Coca-Cola has been marketed with catching marketing themes such as "Drink Coca- Cola" and "Delicious and Refreshing". After years of globalization and brand building, Coca-Cola proudly pronounces its Mission Statement "The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business". And their goals: The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. Indeed, it was!

Coca-cola's mission "our people and our promise" mainly focuses in Coca-Cola...
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