Coca-Cola Business Strategy

850 Words2 Pages

Coca-Cola is American born company founded in 1886 in Atlanta, Georgia. Coca Cola was the product of an experiment by a pharmacist from Atlanta, named Dr. John S. Pemberton (Coca-Cola Com, n.d.). Coca-Cola beverage was a very tasteful drink to everyone who sampled it, but consisted only of syrup and carbonated water. “Dr. Pemberton’s secret consisted of the use of African Kola Nut extract and coca leaves, which are both strong stimulants” (Coca-Cola Company, n.d.). Originally, his product was sold as a syrupy medicine that would help people feel better. One teaspoon had to be diluted in one glass of water. This gave him the idea to create something that tasted better than plain water. Dr. Pemberton’s bookkeeper and partner, Frank M. Robinson, …show more content…

According to Forbes, Coca-Cola reports to have 130,600 employees and twenty million customers around the world (Forbes, 2015). These customers are vendors, independent businesses, groceries stores, food chains corporations, and entertainment centers. In 2014, Coca-Cola reported in their fourth quarter sales revenue of $5.37 billion in the U.S. itself, which is its biggest market (CNBC, 2015). According to Yahoo finance, the current market share price is $40.97 and based on analysts’ reports Coca-Cola is expected to growth at a 4.87% for the next 5 years (Yahoo Finance, 2015). As of today, Coca-Cola is ranked #4 in world’s most valuable brands, it’s currently sales are estimated to $46.25 billion, estimated $8.45 billion profit worldwide (Forbes, 2015). Its current CEO is Muhtar Kent, he’s a Turkey-American business man born in New York City, NY in 1952 (Coca-Cola, …show more content…

This strategy will keep its current consumers loyal to the company, while also opening new markets. Coca Cola plans expand its market by developing and selling “low-carbohydrate alternatives to the original Coke classic”, by introducing a diet version (Swire Coca-Cola, 2015). C2 has been the resulting product, with less than half of the food energy and carbohydrates of standard soft drinks (Hoovers, 2015).
Coca Cola plans to change the way the world thinks of plastic bottles. They have designed the first fully recyclable PET plastic beverage bottle, which is made partially from plants (Coca-Cola Company, n.d.). Coca-Cola plans to keep leading the industry in sustainable packaging. This breakthrough reduces their dependence on nonrenewable resources and is still a 100 % recyclable bottle (World Wild

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