Coca Cola Company Struggles With Ethical Issues Essay

Coca-Cola and PepsiCo compete at length with each other among an extensive list of other brands. A key concern for both of these companies in 2011 was their capability to market, produce, and distribute across national boundaries of a single nation. This concern has decreased as both companies were able to push though their limitations and were able to establish manufacturing plants in countries across the globe. (Coca Cola Company, 2011)

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

In Coca-Cola Company, the leaders aim to lead by example, leading shareowner, and learn from previous experience. They have high standards for individuals at all levels in the corporation and attempts meet their employees on several occasions (Coca-Cola Company, 2016). Although, Coca-Cola believe in committing to ethical behavior, accountability, and transparency; they still encountered

Coca-Cola started its business in 1886 bringing, in the concept of carbonated soft drinks. Coca-Cola Company’s primary business consists of manufacturing and selling beverage concentrates and syrups, as well as some finished beverages, to bottling and canning operations and other distributors. (“Structure and culture - creating an effective organizational structure - Coca-Cola great Britain,” 1995). Coca-Cola was first to move into the marketplace and by being first to move into this marketplace Coca-Cola was able to lock in a tremendous market share which improved on their strategy. They were able to build strong relationships with other companies; therefore, forming a stronger bond entitling them to stay at the top of the marketplace.

The Coca-Cola Company, is one of the most known and successful companies in the entire world. In a day-to-day basis, its marketing promotion can be noticed everywhere; on the streets, the internet, on magazines and even at the movies. It is one of the two global leaders of the soft industry, holding 48.6% of the global Market Share, followed closely by PepsiCo.1 It’s main product, Coca-Cola, is an internationally known and loved beverage which has made a way into the world’s heart. It “is the most popular and biggest-selling soft drink in history”2.

Coca-Cola could be a effervescent potable sold in stores, restaurants, and merchandising machines internationally. The Coca-Cola Company claims that the drinkable is sold in additional than two hundred countries. It is made by The Coca-Cola Company in Atlanta, Georgia, and is commonly said merely as Coke (a registered trademark of The Coca-Cola Company within the u. s. since March twenty seven, 1944). Originally meant as a medication once it absolutely was fictitious within the late nineteenth century by John Pemberton, Coca-Cola was bought out by bourgeois As a Griggs Candler, whose selling techniques crystal rectifier Coke to its dominance of the planet soft-drink market throughout the twentieth century.

During 1985 the Coca-Cola Company instituted a transformation of their flagship brand, thereby altering a formula principally contributing to a remarkable success story approximately one hundred years in the making. Conspicuous erosion of market share to rival Pepsi gravely concerned company executives on account of potential backlashes associated with exclusivity agreements coming out of the restaurant and vending industries. Now those contracts hung in the balance and were becoming particularly ominous. Moreover, losing out to their rival might mean imperiling en masse renewals of agreements going forward. A change in Coke's recipe would inevitably jettison an indomitable formula remaining unchanged for a century and had spawned a global enterprise. Could this create additional concerns for Coca-Cola Company's marketing and sales executives? In other respects and considering Coke the preeminent brand on the planet, could management have overlooked valuable intangible assets such as brand loyalty and goodwill cultivated over the decades? Be that as it may, development of a contemporary formula demonstrating an empirical preference over both present-day Coke and Pepsi began in earnest.

Coca-Cola started its business in 1886 bringing, in the concept of carbonated soft drinks. Coca-Cola Company’s primary business consists of manufacturing and selling beverage concentrates and syrups, as well as some finished beverages, to bottling and canning operations and other distributors. (“Structure and culture - creating an effective organizational structure - Coca-Cola great Britain,” 1995). Coca-Cola was first to move into the marketplace and by being first to move into this marketplace Coca-Cola was able to lock in a tremendous market share which improved on their strategy. They were able to build strong relationships with other companies; therefore, forming a stronger bond entitling them to stay at the top of the marketplace.

Throughout this paper The Coca-Cola Company and its history will be discussed. The first part of this paper is about who discovered The Coca-Cola Company and how is was discovered. The second portion of this paper gets into depth about the company’s history, it also covers the rise and fall of the company, and the in-betweens. It will go through the years of 1893-1904, the years of 1905-1918 and the 1980s.The third portion of this paper will discuss the five major kinds of drivers of globalization for the company. The fourth part of the paper will be Coca-Cola today, in the 128 years of success and failure of Coca-Cola, it is still going strong. This paper will end with an overview of the entire paper and the conclusion of the company’s history and all of the in between.

Since the 1990’s Coca-Cola has been involved in some scandalous and very unethical activities in areas such as product safety, anticompetitiveness, racial discrimination, channel stuffing, distributor conflicts, intimidation tactics, pollution, depletion of natural resources, and health concerns (Ferrell, Fraedrich, & Farrell, 2015). According to the case study, they have been named in multiple law suits; some which resulted in out of court private settlements, others in a court battle and still others that remain unresolved at this time (Ferrell, Fraedrich, & Farrell, 2015). By all accounts, Coca Cola has made attempts to resolve all complaints and issues but sometimes their technique was not what many thought it should be. Even with a history of troubles, Coca Cola remains one of the most recognized brand names in the world. In the south, if you ask someone what they want to drink they will most likely say a “coke”; one must understand that this could actually mean any of a dozen different carbonated soft drinks because everything is a “coke”. They are well known for their savvy marketing and a reputation for quality (Farrell, Fraedrich, & Farrell, 2016).

Historically, many companies and corporations have received recognition for their growth and success over time. However, although praised, discoveries of controversial issues lead consumers to question various companies’ ethics and operations. Coca-Cola, or simple coke, has existed for over a century, originating in Atlanta, Georgia in 1892, and eventually expanding and providing drinks internationally. Today, the company produces concentrate, which then sells to Coke licensed bottlers internationally; and ultimately ending up sold to retail stores and vending machines for consumers to purchase. Along with the regular “coke”, the company has also been able to produce other cola branded drinks including water, energy drinks and coffee. The

2.1 What roles does corporate reputation play within organizational performance and social responsibility? Develop a list of factors or characteristics that different stakeholders may use in assessing corporate reputation. Are these factors consistent across stakeholders? Why and why not?

Coca-Cola was the first cola in the United States and is also the top selling cola globally (About Us Coca-Cola History, para. 1). Coke was the only product that Coca Cola Corporation sold when it was first started, and now has other products that satisfy the different palates and concerns of consumers. Consumers don’t realize some of the products that are part of the Coca-Cola family until after reading the bottling information on the label. Financially Coca-Cola is still a global leader in the cola wars, with Pepsi being its number one competitor, but with

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.