Coca Cola Research Paper

The story of one of the biggest marketing blunders in history, is a story of false hubris, desperation, and driving ambition. Made by one of the largest corporations in the world. The creators of a product on the forefront of the American consciousness. As intertwined into American culture as baseball, apple pie, and Thanksgiving dinner. That product of course was Coca Cola, the formula of which had remained unchanged close to 100 years. Since its creation by Atlanta pharmacist John Pemberton in 1885 as a topical remedy marketed as a cure from ailments such as stomach pains, headaches, and even impotence, Coca Cola had grown into the number one drink in America.

(Frederick p.45) Cocaine, a by-product of the coca leaf, was still suspected to be present in Coca-Cola. The bad effects of this narcotic were only just being discovered at the end of the nineteenth century. With such suspicions over the safety of the beverage, Coca-Cola was forced to refine its ingredients until there was absolutely no cocaine present within the beverage before trade conditions were lifted on the product. (Candler p.122) By the time Coca-Cola had managed to alleviate these situations, other companies had begun their expansion into foreign markets in search of new consumers in order to help maximize their profits. In an attempt to gain their lost ground, Coca-Cola revolutionized the soft drink industry.

Coca-Cola 's introduction of New Coke in the 1980s demonstrates what happens when decisions aren 't supported by solid research. Coke revised the formula of its traditional brand of soft drink and lost millions in sales. By performing a study and determining

The Coca-Cola Company is the largest manufacturer and marketer of nonalcoholic beverage in the world. The company produces finished product in cans and bottles. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors. Coca-Cola is the most popular and biggest-selling soft drink in history as well as the best-known product in the world. The Coca-Cola Company offers nearly 400 brands in over 200 countries. Throughout this

For those of you who think switching from the "real thing" to diet soda will help in losing weight; you are in for a rude awakening. More and more research is showing that not only will it not help but there is evidence that artificially sweetened diet beverages could actually cause you to gain weight.

Should Beyonce be allowed to star in soda ads? This question has started a big controversial argument. My personal belief is she should be able to. I believe this because many other famous people have helped sell soda before, Americans already drink soda all the time, and it is the buyer’s choice to buy the soda or not.

In 2000, Coca-Cola falsified results during a marketing research of frozen Coke at several Burger King restaurants (Day, 2003). Employees of Coca-Cola engaged in this questionable conduct in the expectations of increasing business at Burger King and convincing them

“A Coke is a Coke, and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same, and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."(Andy Warhol, 1975) Regardless of its corporate reputation, the organizational performance and its social responsibility of Coca-Cola makes it loved around the world. Ever since its creation in 1886 Coca-Cola has been a household brand known globally for generations of families. I have to mention, of all the cases researched this is my least favorite not only because of my childhood love for the product because the ethical issues in one way or another always manage to resolve themselves not before further tainting the reputation Coke worked so hard to obtain. Most times, whether an organization is innocent of an unethical act, it becomes secondary to the suspicion of the original act. Almost as if the court of public opinion has the power to ruin the reputation of an organization based on an unfounded accusation. In spite of my loyalty after having ready the case, I do believe Coca-Cola to be flawed. The contamination scare in Belgium is a great example of a public relations nightmare. The slightest hint of impurity should have pushed Coca Cola into crisis management mode but they were slow to react, citing it a minor issue (Ferrell, Fraedrich, & Ferrell, (2011). It was not until local officials

The title says it all, “Pepsi to Replace Coke as NBA's Official Sponsor.” Pepsi has signed a new marketing deal with the national basketball association, also known as they NBA. Pepsi will be the leagues exclusive food and beverage sponsor, which will result in removal of all Coca-Cola products off the concession stands. Pepsi will have the right to promote its Mountain Dew, Aquafina, Brisk, Doritos and Ruffles brands during every NBA game. Pepsi has now acquired sponsorship in every major league sport such as, the National Hockey League, National Basketball Association, National Football League and Major League Baseball. Coca Cola has decided to opt out to sponsor the National Basketball Association and instead to focus on individual players

Exchange rate gains or losses are brought to account in determining the net profit or loss in the period in which they arise, as are exchange gains or losses relating to cross currency swap transactions on monetary items. Exchange differences relating to hedges of specific transactions in respect of the cost of inventories or other assets, to the extent that they occur before the date of receipt, are deferred and included in the measurement of the transaction. Exchange differences relating to other hedge transactions are brought to account in determining the net profit or loss in the period in which they arise. Foreign controlled entities are considered self-sustaining. Assets and liabilities are translated by applying the rate ruling at balance date and revenue and expense items are translated at the average rate calculated for the period. Exchange rate differences are taken to the foreign currency translation reserve.

1. Consider Coca-Cola’s advertising throughout its history. Identify as many commonalities as possible for its various ads and campaigns. (For a list of Coca-Cola slogans over the years, check out http://en.wikipedia.org/wiki/Coca-Colaslogans.)

Coca-Cola history started in 1886 when the interest of an Atlanta drug specialist, Dr. John S. Pemberton, drove him to make a unique tasting soda pop that could be sold at pop wellsprings. He made an enhanced syrup, took it to his neighborhood drug store, where it was blended with carbonated water and regarded "fantastic" by the individuals who inspected it. Dr. Pemberton 's accomplice and clerk, Frank M. Robinson, is credited with naming the refreshment "Coca-Cola" and in addition planning the trademarked, unique script, still utilized today. Alternately very nearly 70 years, the main refreshment created and sold by The Coca-Cola Company was the lead Coca-Cola® designed in Atlanta in 1886. It wasn 't until 1955 that Coca-Cola drink offerings began to grow when a bottler in Italy began offering Fanta® Orange. Starting there on, the Company started including a more extensive assortment of refreshment choices and segment sizes for buyers. The Coca-Cola Company trusts in offering an arrangement of drinks for each way of life, life stage and life event. Today, in excess of 500 drink brands are sold in more than 200 nations. This adds up to 3,500+ drinks in various classes, for example, consistent, low- and no-calorie shining refreshments; foods grown from the ground squeezes and products of the soil beverages; filtered water; games and caffeinated beverages and prepared to-drink teas and espresso. ("The Human Resource Issues Faced By Coca Cola")

From the 20th century onwards, marketers realized that in order to increase consumer numbers products needed to become less industrialized and more specialised and personalised, which could be achieved by focusing specifically on consumer desires (Lury, 2011). Manufacturers are now spending more time and effort on the visual display and uniqueness of their products. As a result, our society has a vast range of commodities available to us, in every size, shape, colour, model, and flavour you can imagine to cater to every taste. The birth of Coca-Cola began in 1886 when Atlanta pharmacist Dr John S. Pemberton created a soft drink that could be sold at soda fountains. He made his own syrup flavour and mixed it with carbonated water at the local pharmacy, resulting in high praise from those in the community who tasted it. His partner and bookkeeper Frank M. Robinson invented the name “Coca-Cola”, and was also responsible for designing the distinctive cursive font. When it was first made, Coca-Cola was sold for 5 cents per glass, and in the first year Atlanta sold about 9 servings per day. Now, daily servings make about 1.9 billion dollars around the world (World of Coca-Cola, 2016). Because Coca-Cola was such a unique creation at the time, it was important that it also had a unique appearance to catch the attention of consumers. In 1916, idea of a contour bottle was conceived. The shape of it was so distinctive that it

Coca-Cola, deemed to be the no.1 brand in the world has been a success in the soft drink industry over 100 years. However, with these success were a number of crisis that followed along the way. One such crisis was the 2003 Coca-Cola crisis, when The Centre for Science and Environment (CSE) issued a vilifying report against Coca-Cola and Pepsico. The CSE report revealed that a few of their products contained harmful pesticide residues which surpassed the global standards.

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