Strategic Management Paper

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Company History
Coca-Cola was invented in Atlanta, Ga. in 1886 by pharmacist Dr. John Stith Pemberton’s when he combined his unique syrup and carbonated water. First sold at Jacob’s Pharmacy, the soda sold for five cents per glass. The Coca-Cola logo was drawn by Dr. Pemberton’s partner Frank Robinson (Coca-Cola Company, 2011). Atlanta businessman Asa Griggs Candler secured rights to the business and became the Company's first president, and the first to bring real vision to the business and the brand. Through aggressive promotion, he created demand for the product and eventually, realized the dream of bottling and selling the beverage in its distinctive contoured bottle. As the country grew so did Coca Cola, eventually expanding into Canada, Panama, Cuba, Puerto Rico and several other countries. The bottlers expanded from two in 1900, to one thousand in 1920 (Coca-Cola Company, 2011).

Through the marketing genius of Robert Woodruff, Coca Cola became a house hold name. As war raged in WWII the popularity increased as the beverage was sent overseas to ease the soldiers, when the war was over the foundation was laid for business overseas. Ever present was the brands aggressive advertising that depicted the beverage as part of the American lifestyle (Coca-Cola Company, 2011).

In 1982, Coca cola introduced Diet Coke to promote the fitness craze of the 80’s. They also rejuvenated the brand with a new flavor formula dubbed “New Coke”. The company has been an active sponsor of the Olympics since the 1984 games, which includes being in key partnerships that organize the games. In the 90’s, the company expanded to introduce new non-carbonated beverages, such as PowerAde and Dasani bottled water, among others (Coca-Cola Company, 2011).

Coca-Cola is currently celebrating its 125th anniversary, and they have a lot to celebrate. Today the brand offers over 500 brands and 3,300 beverages and is number 1 globally in market sales. The company operates in 206 countries with over 900 bottling facilities world- wide. The company employs 700,000 people globally. After all this time Coca Cola is one of the best known phrases in the world, as it reaches 98% of the world’s population (Coca-Cola Company, 2011.) Strategic Elements of Coca Cola

Coca Cola has dominated the beverage market by reinventing the brand continuously, through aggressive advertising and partnerships, while maintaining its core elements. The brand is constantly evaluating the needs and wants of the consumer, and through innovation, has consistently met the needs by offering new products and expanding their access globally. Through these strategies, Coca Cola has ultimately built brand loyalty and through the success of their products, recognizable logos and partnerships, and strategic marketing the company has distinguished itself from the competition (Pomoni, 2010). Vision and Mission Statement

“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.
Our Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. •People: Be a great place to work where people are inspired to be the best they can be. •Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. •Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. •Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. •Productivity: Be a highly...
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