MIS302 Paper
Coca-Cola Company Research Paper
Anh Dinh
Red ID: 816997955
MIS-302-5
Instructor Robert Showghi
May 08, 2014
When it comes to soft drinks, Coca-Cola always appears first in consumers’ minds. It is the world largest non-alcoholic beverage company in terms of size, the number of products it offers, and its proportion of market share. Coca-Cola owns more than 500 brands, 3,500 products worldwide, and presents in more than 200 countries. It offers a variety of beverage such as carbonated drink (Coca-Cola, Sprite), bottle water (Smart Water), fruit juice (Fanta, Simply, Minute Maid), ready-to-drink coffee (Georgia), flavored tea (Nestea), yogurt drink (Cal King), sport drink (Powerade), and diet or low-calorie version for some of these (Coke Zero).
Coca-Cola was first invented in 1886 by an pharmacist, Dr. John Stith Pemberton as fountain soda by mixing syrup with carbonated water in Atlanta, Georgia. Two year later, the brand was sold to Asa Grifggs Candler. In 1899, the product was bottled the first time and since then, it has been sold worldwide in a franchised distribution system. Today, the company’s global headquarter is located in Atlanta, Georgia (Coca-Cola History). The company website is http://www.coca-colacompany.com. I choose to do research on Coca-Cola Company because it is one of the most valuable companies in the world, and I want to know what elements have contributed to the company’s success.
In terms of competitive dimension, Coca-Cola has achieved competitive advantage over its competitors via differentiation strategy. For example, Coca-Cola products differentiate themselves from others by their body-shaped bottles. Some people may not be able to tell the differences in taste between Coca-Cola and other soft drinks, but the shape of the bottles make them decide to buy Coca-Cola. The company also provides broad product selections aimed at different market segments, which contributes to brand loyalty and make it hard for new companies to
Anh Dinh
Red ID: 816997955
MIS-302-5
Instructor Robert Showghi
May 08, 2014
When it comes to soft drinks, Coca-Cola always appears first in consumers’ minds. It is the world largest non-alcoholic beverage company in terms of size, the number of products it offers, and its proportion of market share. Coca-Cola owns more than 500 brands, 3,500 products worldwide, and presents in more than 200 countries. It offers a variety of beverage such as carbonated drink (Coca-Cola, Sprite), bottle water (Smart Water), fruit juice (Fanta, Simply, Minute Maid), ready-to-drink coffee (Georgia), flavored tea (Nestea), yogurt drink (Cal King), sport drink (Powerade), and diet or low-calorie version for some of these (Coke Zero).
Coca-Cola was first invented in 1886 by an pharmacist, Dr. John Stith Pemberton as fountain soda by mixing syrup with carbonated water in Atlanta, Georgia. Two year later, the brand was sold to Asa Grifggs Candler. In 1899, the product was bottled the first time and since then, it has been sold worldwide in a franchised distribution system. Today, the company’s global headquarter is located in Atlanta, Georgia (Coca-Cola History). The company website is http://www.coca-colacompany.com. I choose to do research on Coca-Cola Company because it is one of the most valuable companies in the world, and I want to know what elements have contributed to the company’s success.
In terms of competitive dimension, Coca-Cola has achieved competitive advantage over its competitors via differentiation strategy. For example, Coca-Cola products differentiate themselves from others by their body-shaped bottles. Some people may not be able to tell the differences in taste between Coca-Cola and other soft drinks, but the shape of the bottles make them decide to buy Coca-Cola. The company also provides broad product selections aimed at different market segments, which contributes to brand loyalty and make it hard for new companies to
References: 2012-2013 Sustainability Report. (n.d.). The Coca-Cola Company. Retrieved May 8, 2014, from http://www.coca-colacompany.com/sustainability Brands: The Coca-Cola Company. (n.d.). The Coca-Cola Company. Retrieved May 8, 2014, from http://www.coca-colacompany.com/brands/the-coca-cola-company Coca-Cola History. (n.d.). World of Coca-Cola. Retrieved May 8, 2014, from http://www.worldofcoca-cola.com/coca-cola-facts/coca-cola-history Me: Enhancing Personal Well-Being. (2013, October 4). The Coca-Cola Company. Retrieved May 8, 2014, from http://www.coca-colacompany.com/sustainability/me-enhancing- 8, 2014, from http://www.coca-colacompany.com/sustainability/we-building-strong- communities World: Protecting the Environment. (2013, October 4). The Coca-Cola Company. Retrieved May 8, 2014, from http://www.coca-colacompany.com/sustainability/world-protecting-the