Strategic Management Of The Coca Cola Company

In 1888 Coca-Cola was sold to Asa Candler whose innovative and aggressive marketing tactics would kick start Coca Cola on its path of global domination. From the start rival Pepsi Cola established itself as a formidable number two in the soft drink market. Founded in 1893 Pepsi would continue to play second fiddle to Coke for over sixty years. Coca Colas marketing strategy was simple yet genius. Make Cokes presence known everywhere in America. Ensure that advertisements are placed in every city and every town, and guarantee that no matter where you go, a cold and refreshing Coke beverage was available within arm’s reach. By doing this the Coca Cola Corporation made their product a part of the American identity.

Strategic management is the process where leaders establish an organization’s long-term direction, set the specific performance objectives, develop strategies to achieve these objectives in the light of all external and internal changes, and undertake effective strategies to manage these changes and execute action plans.

Coca-Cola began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca Cola” as well as designing the trademarked, distinct script, still used today.

Historically there are a relatively small amount of concentrators, a large number of bottlers (around 500), and an even larger number of retail outlets. The concentrators are the typical companies mentioned above like Coca-Cola, Pepsi, and Dr. Pepper/Seven Up; these concentrators are at the top of the supply chain. The concentrators produce the flavor- like the Mountain Dew or Coke flavorings for the bottlers to then add the sugar and carbonated water followed by the actual bottling and distribution to retail outlets. The bottlers, even though a separate part of the process, are typically owned, franchised, or have stake held by the concentrators. For example, Coca-Cola Co. is in charge of producing the flavor, which is then sent to a bottling plant to be finish mixing and be bottled, which is owned by Coca-Cola, and then distributed to retail outlets.

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. Coca Cola was invented in May 1886 by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson.

The Coca-Cola system is not a single entity from a legal or managerial perspective, and the company does not own or control all of their bottling partners. While many view the company as simply "Coca-Cola," their system operates through multiple local channels. The Company manufactures and sells concentrates, beverage bases and syrups to bottling operations, owns the brands and is responsible for consumer brand marketing initiatives. Coca Cola’s bottling partners manufacture, package, merchandise and distribute the final branded beverages to Coca Cola customers and vending partners, who then sell their products to consumers (Wikipedia, 2).

PepsiCo, Inc. was established through the merger of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H. W. Lay Company, founded by Herman W. Lay, also in 1932. Herman Lay, former chairman and CEO of Frito-Lay, was chairman of the board of directors of the new company; Donald M. Kendall, former president and CEO of

The Coco-Cola company is a company that has been a part of the American culture and that have could sustain its brand name and that of a strong competitor in the global beverage market for as long as the company has been in existence. The Coco-Cola company was founded in 1886 in the United States and quickly positioned itself as the leading soft drink in America. Its competitor PepsiCo, has always been a strong contender and rival but has never risen to the level of out producing Coco-Cola who has consistently dominated the beverage market in America for a greater part of the early century. In their attempt to ensure that they remain the leading soft drink there was a thrust to go global which they did by expanding their market in almost every country around the world. Their rival PepsiCo has had to diversify beyond the soft drink industry to include waters, juices, teas and snacks to be able to sustain a viable and sustainable profitable revenue. As Coco-Cola continue to expand in the global market, it quickly became a brand that was hard to beat especially since most of it revenues came from the overseas market and this was not without it challenges.

To begin with the case, both companies are global giants in the beverage category and marvels that keeps the global markets busy in debate; “The Cola Wars” should be analyzed. Internationally Coca Cola is an undisputed leader in the cola category but Pepsi remained its severe competitor and a very able one at that.

Coco cola is one of the largest manufacturers, distributors and marketers of nonalcoholic beverages. Now a days Coca-Cola is the most famous carbonated soft drink sold in markets and restaurants in over two hundred countries. It is the world’s most and recognizable sold commercial brand. In 1886, Coca-Cola was invented by a pharmacist named John Pemberton, known as "Doc." He fought in the Civil War, and at the end of the war he decided he wanted to invent something that would bring him commercial success. Everything he made was failing in pharmacies. He invented a lot of different drugs, but none of them ever made money. So, after he moved to Atlanta, Pemberton decided to try and enter the beverage market. In his time, the soda fountain was rising in

Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today.

The Coca - Cola Company began its legacy in 1886. Dr. John Pemberton, a pharmacist from Atlanta, created the patented Coca - Cola syrup for sale in fountain

bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to

As mentioned, Coca-Cola owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a range of still beverages (Reuters, 2016). Further, these products are available to consumers throughout the world through its network of company-owned or controlled bottling and distribution operations, as well as independent bottling partners, distributors, wholesalers and retailers (Reuters, 2016). Coincidentally, Coke markets, manufactures, and sells beverage concentrates, sometimes referred to as beverage bases, and syrups, including fountain syrups

Coca cola’s product are the concentrates, these are sold to various licensed coca cola bottling companies in world. In Australia it is done by Amatil. These bottlers have the contract to produce the finishing products as we know it as cans and bottles.