Coca Col The World 's Largest Beverage Company Essay

834 WordsOct 23, 20164 Pages
Coca-Cola Company is headquartered in Atlanta, Georgia and is currently the world’s largest beverage company (The Coca-Cola Company, 2016b). According to their website, they offer around 500 brands and more than 3,800 beverage choices, including diet and light beverages, waters, juices, teas, coffees, and energy and sports drinks (The Coca-Cola Company, 2016a). The company is a manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups. Coca-Cola’s places major emphasis is on quality and brand recognition, all the while presenting it as a small world theme; which has turned into a highly successful strategy number of global markets (Parnell, 2014). The last couple of years has seen Coca-Cola making many changes. The company is currently in the middle of a major refranchising initiative to increase its productivity and streamline operations. Over the course of the last two years, the company has been in the process of refranchising all of their North American company owned bottling operations (Bailey, 2015). According to their website, they have also signed a letter of intent to sell all of their China bottling locations to one of their existing partners within their Chinese market (The Coca-Cola Company, 2016a). The company is also looking to create consolidated Europe, Middle East, and Africa groups in an effort to boost its revenues and profits in light of a decrease in soda sales (Esterl, 2016). In an effort to bring a new “freshness” to the

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