THE COCA-COLA COMPANY
The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage company in the world. Coca Cola has its headquarters in Atlanta, Georgia, USA. The company owns four of the top five soft drink brands namely: Coca-Cola, Diet Coke, Fanta and Sprite. Other brands include Minute Maid, Powerade and Dasani water. It also distributes Dr Pepper Snapple brands and Canada Dry in US and Canada. This beverage giant owns or licenses and markets more than 500 drink labels for sale in over 200 countries. Coca-Cola concentrates and syrups are made available to consumers throughout the world through a network of Company-owned or controlled bottling and distribution operations and also sold to licensed and independently owned bottling partners, distributors, wholesalers and retailers. Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce the finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors, thus forming the world’s largest beverage distribution system. The Coca Cola System comprises of nearly 300 bottling partners worldwide. A critical part of Coca-Cola’s growth strategy will be partnering with bottlers or buying some outright that can move the company’s product. With its bottling partners, the company reaches out to the local communities it serves. The Coca-Cola brand is leading the global carbonated soft drink market with a market share of about 17% in the US and about 22.6% in the international market. The company believes that the success depends on their ability to connect with consumers by providing them with a wide variety of options to meet their desires, lifestyle choices and on the ability of their people (associates) to execute effectively, every day. The...
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