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

Term Paper, 2012

8 Pages, Grade: B


History and introduction

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. During this time, a lot of people tasted the drink all over the world, and when the war ended, Coca-Cola was better placed compared to the period before the war.

The company then ventured into other drinks and juices. Its entrance in the juice market was achieved when the company bought Minute Maid juice manufacturing company. The company also continued to spread worldwide and in 1970, it was licensed as the only cold beverage company in India.

In the 1980’s, Roberto Goizueta became the chairman and CEO of the Coca-Cola Company. Roberto was a risk taker, and he moved the Coca-Cola Company to a new level. At the time, people were beginning to be conscious of their weights and health and were keenly watching what to eat and what not to. Roberto thought it was the best time to introduce a diet coke. The beverage was introduced, and it received a warm welcome from the consumers. Roberto also made a move to consolidate all Coca-Cola bottling operations into Coca-Cola enterprises Inc. This consolidation was useful because it created a strong distribution base for the company.

Therefore, Coca-Cola has grown from humble beginnings being manufactured at a backyard, to the world most favorite drink. The company has also expanded its product base tremendously. A particular thing, which it puts it ahead of other companies, is the fact that it touches the needs of the community.

Safety and environment

Coca-Cola Company is highly strategic when it comes to the safety of their employees. They have adopted the Coca-Cola Safety Management System, which is a safety standard aligned to the international management standard, BSI OSHAS 18001. This safety management system ensures that the company maintains a safe system for the working of the employees and the sustenance of the society. The standards ensure that quality, environmental and operational safety standards are kept. Coca-Cola Company implements the safety standards by the use of manuals and trainings offered to employees. The employees are also made aware of the safety standards when they join the company for the first time, and then a follow up is done to inform them of arising developments.

The company has also put in place a number of audit mechanisms to assist them in determining whether they are maintaining the correct level of safety standards. The audit ensures that the company has put in place enough internal and operational control mechanisms to boost employee safety. The company has also retained the services of various external auditors who will perform independent investigations into the operations of the company and submit a report. This report is particularly instrumental because the company uses it to benchmark itself against other similar companies in the industry.


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Coca-Cola Company. History, SWOT analysis, maketing strategies
The University of Liverpool
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coca-cola, company
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Carol Nganga (Author), 2012, Coca-Cola Company. History, SWOT analysis, maketing strategies, Munich, GRIN Verlag,


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