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Strategic Management: Cocacola 18020 Essay Example
Strategic Management: Cocacola 18020 Essay Example

Strategic Management: Cocacola 18020 Essay Example

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  • Pages: 7 (3548 words)
  • Published: October 19, 2018
  • Type: Essay
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Company History

Dr. John S. Pemberton in Atlanta, Georgia invented Coca-Cola in May 1886.

During the first year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for that year of $50.

Today, products of The Coca-Cola Company are consumed at the rate of more than one billion drinks per day.

The Company is the world's leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups.

The Company and its subsidiaries employ nearly 31,000 people around the world.

Syrups, concentrates and beverage bases for Coca-Cola, the Company's flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by The Coca-Cola Company and its subsidiaries in nearly 200 countries around the world.

Mission Statement

Our mission is to maximise share-owner value over time. In order to achieve this mission, we must create value for all the constituents we serve, including our consumers, our customers, our bottlers and our communities. The Coca-Cola Company and its subsidiaries (our Company) create value by executing a comprehensive business strategy guided by six key beliefs:

  • consumer demand drives everything
  • brand Coca-Cola is the core of our business
  • we will serve consumers a broad selection of the non-alcoholic ready-to-drink beverages they want to drink throughout the day
  • we will be the best marketers in the world
  • we will think and act locally
  • We will lead as a model corporate citizen.

The Company's operating management structure consists of five geographic groups plus The Minute Maid Company. The North America Group comprises the United States and Canada. The Latin America Group includes the Company


's operations across Central and South America, from Mexico to the tip of Argentina. The Greater Europe Group stretches from Greenland to Russia's Far East, including some of the most established markets in Western Europe and the rapidly growing nations of Eastern and Central Europe. The Africa and Middle East Group encompasses the Middle East and the entire continent of Africa. The Asia Pacific Group has operations from India through the Pacific region including China, Japan, and Australia.

The Minute Maid Company, the Company's juice business in Houston, Texas, is the world's leading marketer of juices and juice drinks. The Minute Maid Company's products include Minute Maid Premium Orange Juice with calcium, Minute Maid Premium Lemonade Iced Tea, Minute Maid Coolers, Hi-C Blast and Five Alive.

By contract with The Coca-Cola Company or its local subsidiaries, local businesses are authorised to bottle and sell Company soft drinks within certain territorial boundaries and under conditions that ensure the highest standards of quality and uniformity.

Corporate Objective

The Coca-Cola Company is a publicly held corporation, chartered in Delaware on September 5, 1919. As of December 31, 1998, approximately 389,000 shareowners of record held approximately 2.47 billion shares of the Company s common stock.

The Coca-Cola Company stock, with ticker symbol KO, is listed and traded in the United States on the New York Stock Exchange. Common stock also is traded on the Boston, Cincinnati, Chicago, Pacific and Philadelphia exchanges. Outside the United States, Company common stock is listed and traded on German and Swiss exchanges.

The Coca-Cola Company has a commitment, more than a century old, to social responsibility through philanthropy and good citizenship. Th

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Company's reputation for good corporate citizenship results from charitable donations, employee volunteerism, technical assistance and other demonstrations of support in thousands of communities world-wide.

The Coca-Cola Company continues to sponsor the world's most exciting sports events, including World Cup Football, the National (American) Football League, National Basketball Association, NASCAR, the Tour de France, the Rugby World Cup, COPA America and numerous sports teams. The Coca-Cola Company has sponsored the Olympic Games since 1928.


Human resources

The company employs nearly 31,000 people in nearly 200 countries. They maintain a long-standing commitment to equal opportunity, affirmative action and valuing the diversity of their employees. The Company strives to create a working environment free of discrimination and harassment with respect to race, sex, colour, national origin, religion, age, sexual orientation or disability.

Benefits offered employees include health, dental and life insurance; short- and long-term disability; a retirement plan; a tuition aid program; and participation in the Company Thrift Plan.

It is the policy of the Company to provide employees with opportunities to develop knowledge and skills that lead to more effective job performance.

They employ both specialists in the field and people with general skills ranging from marketing to finance.

The firm operates a pay-for-performance business environment. Their Total Compensation programs are structured to drive value creation, to provide cost-effective rewards that are meaningful to associates, and to encourage continuous learning, making the Company as successful as it can be. Integral to their success in the nearly 200 countries where they do business are the people of the Coca-Cola business system, who remain intensely focused on creating long-term value for their share owners.

Physical resources

The headquarters of the company is located in Atlanta USA though they have branches in other countries around the world.

The firm has one of the most diverse beverage brand portfolios in the world.

In the United States, their core brands of Coca-Cola classic, diet Coke and Sprite are complemented by Barq's root beer, Minute Maid Soda, Nestea, Fruitopia, Citra and Cherry Coke. Add to that the popular POWERaDE line, Minute Maid juices and Hi-C, plus the new bottled water, Dasani. Next up: the expansion of frozen Coca-Cola.

But they also sell Tian Yu Di (teas, waters and fruit juices) in China, Mori no Mizudayori (mineral water) in Japan, new SONFIL (juice/dairy blend) in Spain, Kuat (guarana-flavored soft drink) in Brazil and literally hundreds of varieties of local beverages. Adding Schweppes products last year brought them 39 new brands in more than 160 countries.


The company owns Coca-Cola Enterprises the largest soft-drink bottler in the world, operating in eight countries.

The Company also has business relationships with three types of bottlers: (1) independently owned bottlers, in which they have no ownership interest; (2) bottlers in which they have invested and have a non-controlling ownership interest; and (3) bottlers in which they have invested and have a controlling ownership interest.

They view certain bottling operations in which they have a non-controlling ownership interest as key or anchor bottlers due to their level of responsibility and performance. The strong commitment of these bottlers to their own profitable volume growth helps Coca Cola meet their strategic goals and furthers the interests of their world-wide production, distribution

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