Coca-Cola Case Study

I. CURRENT SITUATION A. Past Corporate action IndexesThe Coca-Cola participation Heritage Timeline 1886-1892 capital of Georgia BeginningsCOCA-COLA IS ENJOYED IN THE UNITED STATES. Coca-Cola made its archetypalborn get alongance in Atlanta, at the Jacobs Pharmacy soda face, where it sold for 5 cents in a nut case. In the starting time year, the go with sold most 9 glasses of Coca-Cola a day. The premier(prenominal) 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 dummy up used today. Free drink coupons argon distributed to encourage people to attempt Coca-Cola. Coca-Cola first off 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 Of fice. In Chicago, Coca-Cola narks its first appearance a Worlds Fair. Coca-Cola is first put into bottles in Vicksburg, Mississippi, by Joseph Biedenharn. Coca-Cola is sold and consumed in both 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 yearly 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 everydayations.1905-1918 Safeguarding the Brand COCA-COLA IS ENJOYED IN 8 COUNTRIES WORLDWIDE To rubbish copycats, Coca-Cola develops a unique bottle, the Contour Bottle. Cuba, Canada and Panama become the first trinity countries outside the U.S. to bottle Coca-Cola. Bottles of Coca-Cola are delivered by horse drawncarriages. The yearbook ad budget reaches $1 million.Copycat beverages try to capitalize on the success of Coca-Cola. The 6 1/2 ounce refillable glass co ntour 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 intake by enabling people to enjoy Coca-Cola anywhere. Coca-Cola is listed on the impertinent York stockpile Exchange, at $40/share. The first European bottling plants open in genus 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 exceptional Games open in Amsterdam and Coca-Cola is there its first Olympics. The first large neon sign for Coca-Cola is placed in measure Square, New York. The bell-shaped glass is adopted as the standard glass for serving Coca-Cola at soda fountai ns. The Coca-Cola Santa Claus, ca-cad by Haddon Sundblom, first appears in advertising. The first standardized coin-operated vending machines are used.1941-1950 The warfare and its Legacy COCA-COLA IS ENJOYED IN 120 COUNTRIES WORLDWIDE The elf-like Sprite is introduced to promote the use of the word vitamin C 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 load 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 hug of TIME Magazine. The annual budget surpasses $30million.The first king-size and family-size bottles are introduced. The Santa Claus doll is issue d for the time on a limited basis. Coca-Cola is a pleasing 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 70s, Coca Cola thrilled the valet with its exciting and dynamic advertising. The 12-ounce can for Coca-Cola is introduced. Sprite is introduced.TaB, the Companys first diet soft drink, is introduced.The first lift-top cans are introduced.The Dynamic Ribbon wile comm besides 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 chief operating officer 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 radical is established.Coca-Cola becomes the first soft drink to be consumed in space when astronauts runnel 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(prenominal) 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 isintroduced in East Germany.World of Coca-Cola, an attraction dedicated to the Companys history, opens in Atlanta. Coca-Cola introduces the first bottles made partially with recycled plastic, an innovation for the industry. The Coca-Cola glacial Bear first stars in advertising.The 20-ounce plastic contour bottle is introduced the bottle helps distinguished Coca-Cola form new(prenominal) brands. Barqs root bear and lam soda brands join the Coca-Cola Companys family of brands. The Coca-Cola Company sponsors the Summer Olympic Games in its homet cause, 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 orderted to the Federation Internationale de Football Association.The Companys long tie-up 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 wet product Powerade, sports drink and Qoo, a childrens drink, joins the Companys 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 much 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 devil primary sponsors of American Idol in the U.S., the music contest broadcast 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 PostureCurrent deputation Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we enumerate our actions and decisions. To refresh the world To inspire the moments of optimism and happiness To cr eate value and make a difference Current ObjectivesOur Main Objective is to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrows world. By having these objectives, we form the foundation for companies in the decision making process Current StrategiesOur company aims to be globally known, we do this by targeting dissimilar areas across the globe with different products, gaining our brand and popularity. All our bottling partners work tight 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 effect to improve their earning and analyze their competitive position in the market.Curr ent Policies We firmly commit to conduct all our business activities in a socially responsible for(p) manner, ensuring The health and safety of our employees The protection of our consumers and other external stakeholders The protection of the environment. about of our policies that we uphold are Environmental insurance policy Equality of Opportunity policy Quality and food safety policy Health and wellness Policy Climate Change Policy And the likes.