Coca-Cola Corp. Internal/External Factors Essay

Coca-Cola Corp. Internal/External Factors Essay

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There are many factors, internal as well as external that impact the planning function of management within an organization, and Coca-Cola is no exception. More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. The Coca-Cola franchise covers a population of approximately 398 million people. Coca-Cola Enterprises employs approximately 72,000 people who operate 463 facilities, 54,000 vehicles and approximately 2.4 million vending machines, beverage dispensers and coolers.
The Coca-Cola Company experienced a period of rapid change during the 1900 thru 1909 timeframe when the company experienced a period of rapid growth. This rapid growth was attributed to three pioneers sectioning off the country into territories and selling bottling rights to local entrepreneurs. Their combined efforts attributed to advancements in bottling technology which improved efficiency and product quality. “By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were only open during hot-weather months when demand was high” (Coca-Cola, 2004). During the 1920’s and 1930’s Coca-Cola began its international expansion led by Robert W. Woodruff, who was the Chief Executive Officer and Chairman of the Board. Coca-Cola plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. “By the time World War II began, Coca-Cola was being bottled in 44 countries” (Coca-Cola, 2004). These two different periods of time were when Coca-Cola experienced its most crucial rapid change due to bottling innovation and company expansion.
     Beginning in the 1920’s building their global network, Coca-Cola is now the “world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands in over 200 countries” (Coca-Cola, 2004). Competing globally is a difficult task due to the unpredictability of foreign markets (Bateman &Snell, 2003). Coca-Cola not only recognized the opportunity in the global market but was able to expand successfully. Canada and Panama were the start of their global market in 1906. Since then th...

... middle of paper ... the responsibility to act in every situation according to the highest standards of ethical conduct” (Coca-Cola, 2004). Coca-Cola institutes that its employees are the representation of the ethical standards behind the product. Coca-Cola has had some challenges throughout its existence as a company (i.e. “New Coke”) and has felt the need to face each and every situation with Honesty and Integrity, believing that in order to remain valid and legit in the market place, a company must retain its ethical standards at all times.



Coca-Cola Company. (2005). A Global Business. Retrieved June 7, 2005,

from http://www2.coca-cola/heritage/chronicle_global_business.html

Coca-Cola Company. (2005).

     from http://www.2.coca-cola/com/our company/historybottling.html

Bateman, T.S. & Snell, S. A. 2003. Management: The New Competitive Landscape, Sixth Edition. McGraw-Hill/Irwin, New York, NY.

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