Coca Cola Business Management Strategy

The Coca-Cola Company, is an American Multinational Corporation and manufacturer, retailer, and marketer of nonalcoholic beverage concentrates The company’s most famous product is the soft drink Coca Cola, invented in 1886 by the pharmacist John Smith. Since 1889 the company has operated a franchised distribution system, in which The Coca-Cola Company only produces syrup concentrate, which is then sold to many bottlers throught the world. Because of the Second World War, The Coca Cola Company was able to expand internationally, and it occured especially because of the friendship between Woodruff with General Dwight D. Eisenhower, Commander in Chief of the Armed forces of the United States, in which the company gained the authorization to to import all the sugar it needs. During the Second World War, many companies switched over to producing military goods; car companies made jeeps and clothing manufactures made uniforms, but that was not the case with Coca Cola. The company continued to produce its famous drink, which greatly helped to increase its Market Penetration and benefit the company as a whole.

government requested that Coca‑Cola becomes available to the US troops, and Robert Woodruff commits to provide Coke to the military for a nickel (5 cents) regardless of what it costs the Company to produce the product.

Hence 64 portable bottling plants are sent to Europe, North Africa and Asia and more than 5 billion bottles of Coca Cola are distributed. This helped with the recognition of Coca Cola throught the world, which brough financial and social benefits to the company

However this attitude was not 100% admired. Some cartoonists such as Bill Mauldin criticized Coca-Cola’s “superhuman effort” to reach the soldiers, suggesting that the Company was only concerned about business objectives of increasing its brand