Free Business Plan On Coca-Cola Company
Coca-Cola Company was established in 1886 in Atlanta, Georgia. Since then, it has grown to become the world’s largest beverage company, with a presence in more than 200 countries. Coca-Cola’s offerings include 500 nonalcoholic beverage brands which ranges from sparkling beverages, waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. The company’s top brands are Coca-Cola, Diet Coke, Fanta and Sprite.
Coca-Cola has the widest beverage distribution system which operates through its network of company-owned or controlled bottling and distribution operators, independent partners, wholesalers and retailers. There are two major revenue sources for the company, that is, concentrate operations and finished products operations. Concentrate operations pertains to the selling of Coca-Cola’s concentrates to its bottling partners worldwide. On the other hand, the finished products operations refer to the manufacture and selling of finished sparkling and still beverages. The global net operating revenue of Coca-Cola as of 2013 is $46,854 million, with a market share of 25.9% in the soft drinks market. In the US, its market share in 2013 stood at 42.2% .
Being a multinational company, Coca-Cola manages its international relationships through five operating groups, namely, North America, Latin America, Europe, Eurasia and Africa, and Pacific. However, it is the Atlanta office which is responsible for the sales, finance and marketing operations globally. In marketing its products internationally, Ahmet C. Bozer, president of the Coca-Cola Company’s Eurasia and Africa Group, believes that although it is a global brand, it must be locally relevant . Their bottlers may be stationed in different regions but having a shared vision among each and every company partner is of utmost importance in Coca-Cola’s pursuit to remain as a global brand.
Holstein, W. J. (2011, November 7). strategy-business.com. Retrieved from How Coca-Cola manages 90 emerging markets: http://www.strategy-business.com/article/00093?pg=all
The Coca-Cola Company. (2015). 2014 Annual Report on Form 10-K. Atlanta, Georgia: The Coca-Cola Company.
The Statistics Portal. (2013). statista.com. Retrieved from Statistics and facts on the Coca-Cola Company: http://www.statista.com/topics/1392/coca-cola-company/
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