Strategic Management Analysis of Coca Cola Company

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Strategic Management Analysis of Coca-Cola Company
Cristina Martinez
St. Thomas University
Management Writing and Reporting
February 19, 2012

Thesis Statement:

The Coca-Cola Company is a marketing model for all mega multinationals around the world, finding creative solution to the external factors that affect it.


I. Economic and technologic factors.
A. How this factors affected the Coca- Cola Company.
B. Strategy developed by Coca- Cola to find a solution.

II. Social, cultural, demographic and environmental factors. A. How this factors affected the Coca- Cola Company.
B. Strategy developed by Coca- Cola to find a solution.

III. Competitive Factors.
A. How this factors affected the Coca- Cola Company.
B. Strategy developed by Coca- Cola to find a solution.

IV. Conclusion

V. Recommendation


The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of Non-alcoholic beverage concentrates and syrups, in the world. The company owns or licenses more than 500 brands and operates in more than 200 countries. The Coca-Cola “is a marketing model not just for mega multinationals looking to share best practices from around the world but also a case study for how upstart and mid-size brands, of which Coca-Cola has amassed many, can use creative stunts and strategic partnerships to get a lot done on a smaller budget.”( Zmuda, 2011). It is for that reason; I have decided choosing this topic to write the report for this class. The specific objective of my project will be the study of the strategic management process used for the Coca-Cola Company to face the external factors that affected the company. The possible sources that I am going to use from the school data base are listed in the reference page.

Strategic Management Analysis of Coca-Cola Company

Coca-Cola was invented by a pharmacist named John Smyth Pemberton in the year 1886 in Atlanta, Georgia. The first year, Dr. Pemberton sold 25 gallons of syrup and grossed $50.00 for his sales. Due to this year he had spent $73.96 on advertising his business had $23.96 of loss. He never realized the potential of the product he created and in 1888, he sold his business to an entrepreneur from Atlanta named Asa G. Candle. Three years later Mr. Candler and other associates formed a Georgia corporation named the Coca-Cola Company. The brand name “Coca-Cola,” was officially patented in the United States on January 31, 1893. The business continued to grow and in 1895, the Coca- Cola product had expanded in all states and territory of Unite State. The Company quickly outgrew its facilities and in 1898 was created the first headquarters building devoted exclusively to the production of syrup and the management of the business. One year later, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell the beverage for the sum of only one dollar.  In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million. Robert W. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success, making Coca-Cola one of the most recognized and valued brands in the 20th century. Today, the Company owns or licenses and markets more than 500 non-alcoholic beverage brands, has 3,500 beverage products including sparkling drinks and still beverages and sells 1.7 billon servings per day in over 200 countries. The company is headquartered in Atlanta, Georgia and employs 139,600 associates across the six operating groups. Approximately 78% of its products are sold outside of the Unite State. Although 2010 was a hard year for many of the multinational companies due to the economical situation, the Cocal Cola company recorded revenues of $35,119 million, 12% more that in...
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