In 1886, in Atlanta, Dr. John Pemberton, a pharmacist by profession, was experimenting with coca leaves and kola nuts in his lab to discover an effective remedy against fatigue. He came up with a great tasting beverage that would quickly conquer not just the local client base but an international populace as well. His invention, christened Coca-Cola by Frank Mason Robinson, recalls the main ingredient used in the drink that the maker claimed would improve stamina and have the same invigorating effect as coffee but with a more prolonged duration.
Two years later (1888), Asa Griggs Candler bought the patent to Coca-Cola formula and founded the Coca-Cola Company. In 1919, Candler gave up his company for $25 million to the Trust Company of Georgia led by Ernest Wooddruff.
In 1923, the latter's son Robert Wooddruff was named president of the company, and desired that Coca-Cola become synonymous with excellence. Very soon, Coca-Cola realized the benefit of media coverage which it exploited effectively to its advantage.
As this document progresses, we will observe that the influence of the Coca-Cola Company was rather important. The 80s were a period of change and innovation for the company.
In 1981, Roberto C. Goizueta became CEO of the Coca-Cola company. He injected some much needed invigoration into the company with a policy he called "intelligent risk strategy". The strategy included the consolidation of all bottling operations into a new company: "Coca-Cola Enterprise."
He also formulated the idea of the creation of Coca-Cola Light, which subsequently became the first low-calorie beverage consumed worldwide. It was under his direction in 1985 that the formula for the Coca-Cola beverage was allowed to be modified.
However, due to overwhelming consumer demand, officials decided to return to the original formula called "Coca-Cola Classic".
Today, Coca-Cola is headed by E. Nevill Isdell and is headquartered in Atlanta, USA. Between Goizueta and Isdell, the company witnessed Douglas Daft and Douglas Ivester successively man the helm of operations as CEOs of the company. The Coca-Cola Company is the undisputed world leader in the production and marketing of soft drinks. The brand is famous for various products, the notable among them being Coca-Cola, Coca-Cola Light, caffeine free Coca-Cola, Coca-Cola as well as other beverages including Fanta, Sprite, Minute Maid, Powerade, Nestea, etc.
The Coca-Cola Company employs 49,000 people and has many competitors in different markets featuring the brand's products (cola, soft drinks, lemonades, tonics, teas, etc). The two main competitors of Coca-Cola are PepsiCo (Pepsi Cola, Pepsi Max, Pepsi Light, etc) and Virgin (Virgin Cola Regular, Virgin Cola Light, etc).
However, one must keep in mind that despite the company being the world's leading beverage retailer, some of its products have registered dismal sales and had to be discontinued. Some products, such as Dasani (England), New Coke and OK Soda proved to be failures.
Coca-Cola, like many other multinationals, is well established in the consumer society. By the 90s, the Coca-Cola company emerged as one of the most respected companies in the United States and was, at that time, regarded a management genius. The brand's logo is a testament to its rich heritage.
[...] The classic Coke which has changed little since its inception remains one of the most popular brands in the world and the primary reason behind the company's growth to dizzying heights. The company has operations around the world and is so well known that, most people associate cola products to the Coca-Cola company. At the end of 1986, Coca-Cola created a new company called Coca-Cola Enterprise in which it owned 49% shares. This allowed the latter to exercise control of the new company but as it was just a little below the 50% threshold, Coca-Cola had to state the results of this new company in its consolidated accounts. [...]
[...] Availability, an essential element of success In terms of products, history, branding and advertising strategy, Coca- Cola is a unique example stressing the on quality of the workforce and the current level of organization and technology. Like other successful beverages, the “Jagermeister”, tor he “Appenzeller Alpenbitter”, Coca- Cola's original recipe remains one of the best kept secret privy only to a handful of people. That is why the concentrate is manufactured under high surveillance to be delivered to the bottling stations that handle the dilution of the sugar and create the end product. [...]
[...] The company has very successful interactions with its customers (see the website of the brand), and it has entered into new categories which have strong growth potential (with Energy Burn, Powerade sports, etc.). The strategy of Coca- Cola is clearly that of a leader who innovates in a context where few competitors have the same dynamism and ability to renew themselves. Finally, the company has established subsidiaries in places all over the world where we can see the dynamism of new beverage categories and innovation strategies that are emerging in this vibrant sector of the soft drinks market. Nevertheless, will the company be able [...]
[...] This conservative nature is nowhere more apparent than in the company's constant attention to its four main products: Coca- Cola, Coca-Cola Light, Fanta and Sprite However, one must realize that the company's fizzy drinks are over 30 years old and outdated. According to the company, maintaining the robust sales of the four core products translates to 85% of company operations. Coca-Cola could have profited exceedingly by purchasing Red Bull however Isdell maintained that the recovery of Coca-Cola would stem from its ability to perform more effectively the various little things that the company employees do every day. [...]
[...] “This is not the case with Danone, which puts its name on mineral water, fruits and milk in the United States and France”, says Georges Lewi, CEO of the marketing consulting firm Geodys. Moreover, the firm faces two additional risks, namely, “co-branding” and the risk of unfair competition. Initially, in order precisely to diversify the market and move beyond the complacent situation following the heyday of the Coca Cola managed an alliance with the Bacardi brand, notable for its rum. [...]
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