Coca-Cola Case Study

I. CURRENT SITUATION
A. Past Corporate Performance Indexes
The Coca-Cola Company Heritage Timeline

1886-1892 – Atlanta Beginnings
“COCA-COLA IS ENJOYED IN THE UNITED STATES.”
Coca-Cola made its debut in Atlanta, at the Jacob’s Pharmacy soda fountain, where it sold for 5 cents in a glass. In the first year, the Company sold about 9 glasses of Coca-Cola a day. The first advertisement for Coca-Cola appears in the “Atlanta Journal.” Frank Robinson suggests the name Coca-Cola and pens the now-famous Coca-Cola trademark in Spencerian script; the script is still used today. Free drink coupons are distributed to encourage people to try Coca-Cola. Coca-Cola first uses calendars and outside posters for advertising.
1893-1904 – Beyond Atlanta
“COCA-COLA IS ENJOYED IN THE UNITED STATES.”
Coca-Cola hires first Celebrity Spokesperson Hilda Clark, a Music Hall performer. The Coca-Cola trademark is registered in the U.S. Patent Office. In Chicago, Coca-Cola makes its first appearance a World’s Fair. Coca-Cola is first put into bottles in Vicksburg, Mississippi, by Joseph Biedenharn. “Coca-Cola is sold and consumed in every state and territory of the United States,” proclaims Asa Candler. The Coca-Cola Company branded urns and clocks.
Large-scale bottling begins in Chattanooga, Tennessee.
The annual advertising budget for Coca-Cola surpasses the $100,000 mark for the first time. The first magazine ads for Coca-Cola appear in national consumer publications.
1905-1918 – Safeguarding the Brand
“COCA-COLA IS ENJOYED IN 8 COUNTRIES WORLDWIDE”
To combat copycats, Coca-Cola develops a unique bottle, the Contour Bottle. Cuba, Canada and Panama become the first three countries outside the U.S. to bottle Coca-Cola. Bottles of Coca-Cola are delivered by horse drawn carriages. The annual ad budget reaches $1 million.
Copycat beverages try to capitalize on the success of Coca-Cola. The 6 1/2 –ounce refillable glass contour bottle is introduced to distinguish Coca-Cola from competitors. Though patented in 1915, the contour bottle to the public in 1916. Asa Candler resigns from The Coca-Cola Company and is elected Mayor of Atlanta.
1919-1940 – The Woodruff Legacy
“COCA-COLA IS ENJOYED IN 53 COUNTRIES WORLDWIDE.
Coca-Cola introduces the Six-Pack, a convenient packaging revolutionizes soft drink consumption by enabling people to enjoy Coca-Cola anywhere. Coca-Cola is listed on the New York Stock Exchange, at $40/share. The first European bottling plants open in Paris and Bordeaux, France. Robert W. Woodruff is elected president of The Coca-Cola Company, beginning six decades of leadership. The first billboard for Coca-Cola appears.
The IX Olympic Games open in Amsterdam and Coca-Cola is there – its first Olympics. The first large neon sign for Coca-Cola is placed in Times Square, New York. The bell-shaped glass is adopted as the standard glass for serving Coca-Cola at soda fountains. The Coca-Cola Santa Claus, created by Haddon Sundblom, first appears in advertising. The first standardized coin-operated vending machines are used.
1941-1950 –The War and its Legacy
“COCA-COLA IS ENJOYED IN 120 COUNTRIES WORLDWIDE”
The elf-like Sprite is introduced to promote the use of the word “Coke” when asking for Coca-Cola. The term “Coke” is used for the first time in magazine ads to help establish it as a trademark. During World War II, Technical Observers are sent to operate bottling plants overseas; they supervise the shipment and operation of 64 complete bottling plants that will distribute over 5 billion bottles of Coca-Cola to American troops. A new sleek look for the Coca-Cola fountain dispenser – created by fame industrial designer Raymond Loewy – is introduced. Coca-Cola becomes the first-ever product to appear on the cover of TIME Magazine. The annual budget surpasses $30 million.
The first king-size and family-size bottles are introduced.
The Santa Claus doll is issued for the time on a limited basis. Coca-Cola is a welcome accompaniment to 1950s leisure activities such as bowling, picnics and road trips.
1960-1981 – A World of Customers
“COCA-COLA IS ENJOYED IN 163 COUNTRIES WORLDWIDE.”
During the 70’s, Coca –Cola thrilled the world with its exciting and dynamic advertising. The 12-ounce can for Coca-Cola is introduced.
Sprite is introduced.
TaB, the Company’s first diet soft drink, is introduced.
The first lift-top cans are introduced.
The Dynamic Ribbon Device – commonly called the Coke “wave” – is introduced to the public as part of a new 1970s look for Coca-Cola. Georgia Coffee is introduced to Japan.
Coca-Cola comes to China – the only packaged cold drink allowed in the country. The U.S. Olympic Hall of Fame is founded by the U.S. Olympic Committee and The Coca-Cola Company. Roberto C. Goizueta becomes chairman and CEO of The Coca-Cola Company.
1982-1989 – Diet Coke and New Coke
“COCA-COLA IS ENJOYED IN 165 COUNTRIES WORLDWIDE.”
Diet Coke was introduced – the very first extension of Coca-Cola trademark and had become the top low-calorie drink in the world. The Coca-Cola Foundation is established.
Coca-Cola becomes the first soft drink to be consumed in space when astronauts test the “Coca-Cola Space Can” aboard Space Shuttle Challenger. The Company introduces a new taste for Coca-Cola (“new Coke”) and brings back Coca-Cola classic after protests by loyal customers. Coca-Cola becomes the first trademark displayed in Pushkin Square, Moscow.
1990-1999 – New Markets and Brands
“COCA-COLA IS ENJOYED IN NEARLY 200 COUNTRIES WORLDWIDE.” Coca-Cola is introduced in East Germany.
World of Coca-Cola, an attraction dedicated to the Company’s history, opens in Atlanta. Coca-Cola introduces the first bottles made partially with recycled plastic, an innovation for the industry. The Coca-Cola Polar Bear first stars in advertising.
The 20-ounce plastic contour bottle is introduced; the bottle helps distinguished Coca-Cola form other brands. Barq’s root bear and cream soda brands join the Coca-Cola Company’s family of brands. The Coca-Cola Company sponsors the Summer Olympic Games in its hometown, Atlanta. The Coca-Cola extends its Project Hope initiative in China by awarding four-year grants for collegiate study to nearly 700 students. Coca-Cola extends its FIFA partnership with a long-term committed to the Federation Internationale de Football Association.
The Company’s long association with sports was strengthened during this decade with Rugby World Cup and National Basketball Association and also became the Official Soft Drink of NASCAR racing. Dasani, a bottled water product; Powerade, sports drink; and Qoo, a children’s drink, joins the Company’s line-up of brands. The Company further expanded through acquisitions, including Limca, Maaza, and Thumbs Up in India; Inca Kola in Peru and Cadbury Schweppes’ beverage in more than 120 countries.
2000-Present – Coca-Cola Now
“COCA-COLA IS ENJOYED IN MORE THAN 200 COUNTRIES WORLDWIDE” Coca-Cola global marketing platform makes its debut.
The “Fride Pack” – a thinner, longer 12-pack designed to take up less space on refrigerator shelves – is launched in the U.S. The Winter Olympic Games are hed in Salt Lake City, Utah, marketing the 74th consecutive year The Coca-Cola Company has been an Olympic Sponsor. Coca-Cola is one of two primary sponsors of “American Idol” in the U.S., the music contest program that became a pop culture phenomenon. E. Neville Isdell is elected chairman of the board and CEO of the Company. The Company extends its sponsorship of the Olympic Games through 2020. Coca-Cola Zero, a zero-calorie cola with real Coca-Cola taste, is introduced.
B.Strategic Posture
Current Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world
To inspire the moments of optimism and happiness
To create value and make a difference
Current Objectives
Our Main Objective is to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrow’s world. By having these objectives, we form the foundation for companies in the decision making process Current Strategies
Our company aims to be globally known, we do this by targeting different areas across the globe with different products, gaining our brand and popularity. All our bottling partners work closely with our customers such as convenience stores, grocery stores, movie theaters and street vendors to create and use localized strategies developed in partnership with the Company. Our competition with other beverage companies are also narrowed down as they own various brands that could be possible competition. Our Company often reviews and evaluates business plans and performance to improve their earning and analyze their competitive position in the market.
Current Policies
We firmly commit to conduct all our business activities in a socially responsible manner, ensuring: The health and safety of our employees
The protection of our consumers and other external stakeholders The protection of the environment.
Some of our policies that we uphold are:
Environmental Policy
Equality of Opportunity Policy
Quality and food safety policy
Health and wellness Policy
Climate Change Policy
And the likes.

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