The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of non-alcoholic beverage concentrates and syrups in the world. The Coca-Cola product was invented in May 1886 by pharmacist John S. Pemberton in Atlanta, Georgia. The brands of the Coca-Cola Company represent some of the most popular beverage brands in the world. It is best known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Coca-Cola Enterprises is in the liquid non-alcoholic refreshment business, which extends it's product line beyond traditional carbonated soft drink categories to beverages such as still and sparkling waters, juices, isotonic, and teas. The Company operates in the parts of 46 states in the United States, all 10 provinces in Canada, and portions of Europe including Belgium, France, Great Britain, Luxembourg, and the Netherlands. In 2006, the Coca-Cola Enterprises franchise territories encompassed 81 percent of the population in North America, all of the population in Belgium, Great Britain, Luxembourg, and the Netherlands, and over 90 percent of the population in France. The company proposes more than 2000 products. Coca-Cola Enterprises initially offered its stock to the public on November 21, 1986 and is listed in the New York Stock Exchange under the symbol 'CEE'.
[...] This way the amount in each is exact, and the automatic sealing of each bottle guarantees complete hygiene At last, the bottles are labelled, date coded and packed into cartons The Coca-Cola Company : the empire in United States Organization The Coca-Cola Company is the global soft-drink industry leader, headquartered in Atlanta, Georgia. Its management structure is split into divisions according to geographic location. The North America Group consists of the United States and Canada. The Latin America Group includes all of Central and South America. [...]
[...] Advertising Without advertising, the brand image will not be the same: thanks to the various campaigns it realises every year and all over the world, Coca Cola can communicate on its products and even criticise its competitor, indirectly, which is by the way, Pepsi's favourite game. To develop the universal aspect of the company, Coca Cola realises some ads all over the world. It also sponsors lots of events often linked with sports such as the ‘tour de France' and the Soccer World Cup. [...]
[...] Sometimes, the company takes short-term majority interests in bottling operations, providing capital and other resources, before reducing its level of investments. The largest bottlers, which have an international activity, have to understand the importance of empowering local management teams to operate according to local market and economical parameters, while drawing on the resources of the Coca-Cola Company. They tend to be large and geographically diverse with strong financial and management resources. Examples Venezuela The giant of Atlanta has taken half the Venezuelan market in just one night. [...]
[...] It helps build culture, systems, and processes that the employees need to develop the knowledge and skills to take advantage of new opportunities of the company The international strategy of Coca Cola Coca-Cola has a very well organised international strategy. It's an obligation, for such a company, because approximately 70% of its volume and 80% of its profits come from outside the United States. The company's operating management structure consists of five geographic groups: The North American group (United States and Canada) The Latin American group (Central and South America) The Middle and Far East group (middle east to China, Japan and Australia) The Greater Europe group (Iceland to Russia's east) The Africa group (50 countries in sub-Saharan Africa) Since the 90s, there has been an acceleration in the company's effort to put the global production and distribution in the hands of bottling partners who share the focus to increase the consumption and to build shareowners value. [...]
[...] Investments In new, developing markets, the company's main objective is to increase the penetration of its products, so most of the investments are in production facilities, distribution networks, sales equipments, and technology. It develops markets, the goal is to make its products the beverages that consumers prefer, so most investments are for marketing activities. The investment strategy focuses on the four keys: bottling operations, capital expenditures, marketing activities and people. Bottling Operations The bottling system allows the Coca-Cola Company to conduct business on a global scale while maintaining a local approach because bottling companies are locally owned. [...]
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