Strategic Management Analysis of Coca Cola Company

1 January 2017

Candle. Three years later Mr. Candler and other associates formed a Georgia corporation named the Coca-Cola Company. The brand name “Coca-Cola,” was officially patented in the United States on January 31, 1893. The business continued to grow and in 1895, the Coca- Cola product had expanded in all states and territory of Unite State. The Company quickly outgrew its facilities and in 1898 was created the first headquarters building devoted exclusively to the production of syrup and the management of the business.

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One year later, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell the beverage for the sum of only one dollar. In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million. Robert W. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success, making Coca-Cola one of the most recognized and valued brands in the 20th century.

Today, the Company owns or licenses and markets more than 500 non-alcoholic beverage brands, has 3,500 beverage products including sparkling drinks and still beverages and sells 1. 7 billon servings per day in over 200 countries. The company is headquartered in Atlanta, Georgia and employs 139,600 associates across the six operating groups. Approximately 78% of its products are sold outside of the Unite State. Although 2010 was a hard year for many of the multinational companies due to the economical situation, the Cocal Cola company recorded revenues of $35,119 million, 12% more that in 2009.

The increase in revenue was primarily due to increase in sales of unit cases of company’s products from approximately 24. 4 billion in 2009 to approximately 25. 5 billion in 2010, the increase in the price and product/geographic mix also boosted the revenue growth. The operating income of the company was $8,449 million and the net profit was $11,809 million, increasing a 2, 6% and 5, 77% respectively over 2009 fiscal year. Business, now-a-days is vitally affected by the economic, social, technological and political factors.

The Coca-Cola “is a marketing model not just for mega multinationals looking to share best practices from around the world but also a case study for how upstart and mid-size brands, of which Coca-Cola has amassed many, can use creative stunts and strategic partnerships to get a lot done on a smaller budget. ”( Zmuda, 2011). The company has been faced the external factors such as: economic, social and competitive that has affected the majority of multinational companies during the last years, creating excellent strategic to find solution for them. The Coca- Cola’ Vision and Mission

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