Coca-Cola Company. History, SWOT analysis, maketing strategies

Term Paper , 2012 , 8 Pages , Grade: B

Business economics - Economic and Social History

Coca-Cola Company has a long history dating back to 1886, when John Pemberton made Coca Cola syrup at his back yard and carried them to Jacob’s pharmacy for sale. In the year 1887, the founder of the Coca-Cola, John Pemberton sold the enterprise to another chemist, Asa Chandelier. Asa Chandelier, through his efforts, turned the Coca-Cola Company in an international path through aggressive advertisements and marketing. At the time, the company manufactured only one brand: the Coca-Cola. However, over the years, it now manufactures about 400 brands in over 200 countries. During the early years of production, the company sold the beverages in glasses, from a fountain in the Jacobs pharmacy. However, in late 19th century, two lawyers obtained permission from Chandelier to sell the beverage in bottles. This was the beginning of the Coca-Cola bottled beverage, which is now carried anywhere all over the world.
Around this time, the company put up a competition for the design of the Coca-Cola bottle. An Indiana company won the tender to manufacture the Coca-Cola bottle. Their decision was convinced by the fact that the company manufactured a unique, decent looking bottle, which could be recognized in the dark. The shape is still retained by Coca-Cola Company to date. This step was geared towards isolating the Coca-Cola Company from other beverage companies because of its unique attributes. The bottle was to help the consumers identify the product.
The company changed hands again in 1919 when the company was sold to Ernest Woodruff for $25. Woodruff later entrusted the company to his son Robert Woodruff in 1923. Robert was a particularly smart man in business and he is entrusted with the honor of introducing the Coca-Cola to the world Olympic Games in 1928. He also pioneered the packaging of the Coca-Cola drink in six packs and other easy to carry packages. The company received worldwide publicity due to the Olympic Games, and it expanded distribution to many countries outside the US and made two distribution lines in the US. Another boost to the worldwide publicity of Coca-Cola was the fact that when the American government entered the World War II, Coca-Cola Company still under the leadership of Woodruff, offered it for sale at a lower rate to uniformed soldiers and the company bore the costs. [...]

Inhaltsverzeichnis

• Coca-Cola Company
  • History and introduction
  • Safety and environment
  • SWOT analysis
  • Marketing strategies
• Conclusion
• Literaturverzeichnis

Zielsetzung und Themenschwerpunkte

This text provides a comprehensive overview of the Coca-Cola Company, examining its history, business practices, and marketing strategies. It delves into the company's evolution from its humble beginnings to its global dominance, highlighting key milestones and influential figures. The text also explores the company's commitment to safety and environmental responsibility, analyzing its SWOT analysis and outlining its marketing strategies.

• History and Evolution of Coca-Cola
• Safety and Environmental Practices
• SWOT Analysis of Coca-Cola
• Marketing Strategies and Competitive Advantage
• Global Expansion and Market Dominance

Zusammenfassung der Kapitel

• Coca-Cola Company
  • History and introduction: This chapter traces the origins of Coca-Cola, from its creation by John Pemberton in 1886 to its transformation into a global beverage giant. It highlights key figures like Asa Chandelier and Robert Woodruff, who played pivotal roles in the company's growth and expansion. The chapter also discusses the development of the iconic Coca-Cola bottle and the company's early marketing strategies.
  • Safety and environment: This chapter focuses on Coca-Cola's commitment to safety and environmental responsibility. It outlines the company's safety management system, which aligns with international standards, and its efforts to ensure a safe working environment for employees. The chapter also explores Coca-Cola's corporate social responsibility programs, including its initiatives to promote water conservation and recycling.
  • SWOT analysis: This chapter analyzes the strengths, weaknesses, opportunities, and threats facing Coca-Cola. It highlights the company's strong brand recognition, global reach, and efficient operations as key strengths. The chapter also examines challenges such as negative publicity, competition, and dependence on bottling companies.
  • Marketing strategies: This chapter delves into Coca-Cola's marketing strategies, emphasizing its focus on selling effort, pricing, and advertising. It discusses the company's use of global advertising campaigns, sponsorship programs, and its commitment to product innovation.

Schlüsselwörter

The keywords and focus themes of the text include Coca-Cola Company, history, evolution, safety, environment, SWOT analysis, marketing strategies, global expansion, brand recognition, competition, and corporate social responsibility.

• College: The University of Liverpool
• Grade: B
• Author: Carol Nganga (Author)
• Publication Year: 2012
• Pages: 8
• Catalog Number: V280535
• ISBN (eBook): 9783656739463
• ISBN (Book): 9783656739432
• Language: English
• Tags: coca-cola, company