Management: Decision-Making – Coca Cola Company

Coca Cola Company

John A. Gnanaranjan

Davenport University

January 13, 2014

Coca Cola Company

Introduction

I chose Coca cola Company as my organization in this project. The main reason why I chose this company is due to its well organized leadership that is manifested around the world. Coca cola group of companies are spread all over the world thereby having a wider scope of my research and study in this project. The company has well established markets with diversified operations and brands hence making it a better company to base our study.

The Coca-Cola Company Limited is one of the world's biggest beverage companies making it the top producer and marketer quality of soft drinks. This company highly faces competition in the market from companies such as Pepsi forcing it to use more than million dollars every year in production and marketing so as to have new product design and to gain a higher margin. Coca-Cola Company Limited operation strategies help this company to be competitive in the mature beverage market (Coca-Cola Company, Wilmington, 2009).

Background

Coca-Cola Company Limited can be classified as the world largest producer of non-alcoholic beverages making it a valuable and a vital firm in the world. Coca cola owns over 300 different brands spread across 200 countries. The company serves its customers with carbonated soft drink as well as non-carbonated beverages which include fruit drink, fruit juice, sports drinks, bottled water and coffees. To remain competitive, Coca-Cola Co. operates in their existing brands and also strives to develop new local and global brands as well as acquisition of the already existing local or global brands.

To support their brands, Coca-Cola Company Limited has continued to invest a large amount of money in marketing campaigns. The main aims for these marketing campaigns are to assist in enhancing consumer preference and the consumer awareness for a certain brand (Oliver, 2006). The results of these campaigns are the maintenance of a large market share and a long-term growth in profits in the global non-alcoholic beverage market.

History

Coca Cola Company was invented in 1886 by a pharmacist John Stith Pemberton. After the death of the Coca cola founder, John Stith Pemberton, the company rights were transferred to an Atlanta businessman by the name Asa Griggs Candler who was installed the first president of Coca Cola Company. The brand and formula for Coca cola was bought by Asa Candler in 1889 and later incorporated Coca Cola Company in 1992. Coca Cola Company is well known for its flagship and fundamental product Coca cola which is the father of all the other brands (Hays, 2004). The Coca Cola Company operates franchised distribution system that dates from the year 1989. This company only produces Coca cola syrup concentrate that is later sold to the company’s bottlers spread all over the world. The Coca cola company headquarters are located in Atlanta, Georgia.

Coca cola company motto is 'To benefit and refresh everyone who is touched by our business.' The company offers job opportunities to the qualified and the experienced individuals globally. It employs a capacity of more than 49,000 people globally basing its distribution points in over 200 countries.

Coca cola was bottled for the first time in the year 1894. Since then, this company has employed different promotion schemes with the aim of to keep the business up and running. It wasn’t until the 1928 Olympic Games when the business rapidly took off. Coca cola grew broader during the Second World War. By 1990s, the Coca cola overseas market had grown to double and Coca Cola was selling over 1 billion servings each day.

Patents, Copyrights, Trade Secrets and Trademarks

        Coca cola Company owns many patents, copyrights and trade secrets, which it collectively refers to as "technology." This Patents, Copyrights, Trade Secrets and Trademarks generally relate to Coca cola Company products as well as the processes for Coke production and its packaging for various products. The design of the Coca cola bottles has been patent as well as equipment used and specific quality assurance software. Coca cola sparkling beverage in combination with other beverage formulae are among the important trade secrets of Coca cola Company.

References

Coca-Cola Company, Wilmington, Del. (2009). The Coca-Cola Company: An illustrated profile of a worldwide company. Atlanta: Coca-Cola Co.

Hays, C. L. (2004). The real thing: Truth and power at the Coca-Cola Company. New York: Random House.

Oliver, T. (2006). The real Coke, the real story. New York: Random House.