research paper on coca cola company

• DOI: 10.2139/ssrn.1284803
• Corpus ID: 13819421

The Coca-Cola Company

• Edward D. Hess
• Published in Social Science Research… 2008

86 Citations

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years of refreshing the world

The Coca‑Cola Company has been refreshing the world and making a difference for over 138 years. Explore our Purpose & Vision, History and more.

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• COCA-COLA HISTORY
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brands worldwide

We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace.

From trademark Coca‑Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world.

• Coca‑Cola
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OUR PLANET MATTERS

Our purpose is to refresh the world and make a difference. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability.

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PEOPLE MATTER

We aim to improve people's lives, from our employees to those who touch our business to the many communities we call home.

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We believe working at The Coca‑Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale.

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Catch up on the latest Coca‑Cola news from around the globe - from exciting brand innovation to the latest sustainability projects.

• WHAT OTHERS ARE READING
• Taste the Transformation: Coca‑Cola and Grammy-Award Winning Artist Rosalía Break Boundaries With Limited-Edition Coke Creation
• Coca‑Cola Brings Together Iconic Andy Warhol Painting with Illustrious Roster of Master Classics and Contemporary Works in New Global 'Masterpiece' Campaign
• A Deeper Look  at Coca‑Cola's Emerging Business in Alcohol
• LATEST ARTICLES
• Coca‑Cola Zero Sugar Invites Fans to #TakeATaste
• Simply Mixology Raises the Bar of the At-Home Mocktail and Cocktail Experience
• Sprite, Fresca and Seagram's Tap Mark Ronson and Madlib to Create a 'Clear' Connection
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The Chronicle of Coca‑Cola: A Global Business

Entering the last quarter of the 20th century, the deep emotional bond between Coca‑Cola and its consumers grew even more powerful and more global. In 1971, young people from around the world gathered on a hilltop in Italy to sing " I'd Like to Buy the World a Coke ," a counterpoint to turbulent times. This was also a glimpse into the Company's future: an expanding global presence and an even closer attachment to the world's most cherished trademark.

The power and prestige of Coca‑Cola were exemplified in 1988, when three independent worldwide surveys conducted by Landor & Associates confirmed Coca‑Cola as the best-known, most-admired trademark in the world.

Perhaps a more human assessment of consumers' loyalty to Coca‑Cola had come in 1985. The Company startled the American public by announcing a  new taste for Coke , the first change in the secret formula since Coca‑Cola was created in 1886. The new taste was overwhelmingly preferred in taste tests, but all the testing and research could not measure the emotional attachment Americans had for the original formula. That original taste had become more than just a soft drink, and consumers' deep feelings, memories and loyalties to it came alive. The Company listened to its consumers and quickly responded by returning the original formula to the market as Coca‑Cola classic®.

The Company's global strategy during the 1980s continued to bring consumers on every continent refreshing products for every occasion and every lifestyle. In 1982, soft-drink history was made with the introduction of Diet Coke®, the first extension of the trademarks Coca‑Cola and Coke, and the most successful new soft drink since Coca‑Cola itself. Within two years, Diet Coke had become the top low-calorie soft drink in the world.

Advertising during the 1970s and 1980s continued a long tradition that presented Coca‑Cola as one of life's simple pleasures,distinctive and acceptable anywhere. In 1976, the "Coke Adds Life" campaign was introduced, laying the foundation for the 1979 introduction of "Have a Coke and a Smile," a campaign of heart-warming emotion best captured by the famous television commercial featuring Pittsburgh Steelers tackle "Mean" Joe Greene.

In early 1982, the theme "Coke Is It!" was launched around the world to reflect the resurgent, positive spirit of the 1980s and to reaffirm the leadership of Coca‑Cola. "Can't Beat the Feeling" wrapped up the 1980s, while "Can't Beat the Real Thing" led the way into the 1990s, and the innovative "Always Coca‑Cola" campaign debuted in 1993, followed by "Coca‑Cola … Real" in 2003 and "The Coke Side of Life" in 2006.

From Small Beginnings  

The Coca‑Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 450 brands, the Coca‑Cola system has successfully applied a simple formula on a global scale: provide a moment of refreshment for a very small amount of money -- a billion times a day.

The Coca‑Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell Coca‑Cola, Diet Coke, Sprite, Fanta and other Company products.

From Boston to Beijing, from Montreal to Moscow, Coca‑Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For 125 years, Coca‑Cola has created a special moment of pleasure for hundreds of millions of people every day.

The history of Coca‑Cola is a story of special moments. Moments that originated with Dr. Pemberton in Atlanta and have been multiplied billions of times around the world. Moments made familiar and universal by Mr. Candlers's unique advertising and Mr. Woodruff's vision to put Coca‑Cola "within an arm's reach of desire." Moments that today make Coca‑Cola the most ubiquitous consumer product in the world. Each day, Coca‑Cola strengthens its position as the world's soft drink. Every day, people experience a delicious, refreshing moment that only Coca‑Cola can bring them. Through more than a century of change, Coca‑Cola remains a timeless symbol of quality refreshment.

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Analysis of The Coca-Cola Company

Presenter Information

Franziska Renz , Murray State University Follow Julian Vogel , Murray State University Follow

List all Project Mentors & Advisor(s)

Jessica Dunn

Presentation Format

Abstract/description.

The research paper analyzes The Coca-Cola Company using data from 2012 to 2014.

A brief overview of the history of the company is given as well as its nowadays markets and its most important competitors are identified. The company was founded in 1892 and operates in the US-American industries for soda production, syrup and flavoring production, juice production, and bottled water production. The most important competitors of The Coca-Cola Company in these industries are PepsiCo Inc., Dr. Pepper Snapple Group Inc., Monster Beverage Corp. and Nestle S.A..

Furthermore, a SWOT analysis is conducted. The company uses its strengths, such as its strong network of associates and partners, its high market share in all its industries, as well as its high level of innovation in its product portfolio and marketing to maintain a stable and competitive position. However, internal weaknesses of the company such as its high dependency of Berkshire Hathaway, its involvement in three major lawsuits and its current strategy change are detected. Also, the company is able to exploit current and future opportunities, namely sinking input prices as well as changing industry landscapes and demand structures. Though, the company faces a highly competitive environment with rising and unpredictable input prices as well as volatile demand.

Moreover, a financial analysis is conducted based on the financial ratios of the company in comparison to the ratios of its most important competitors and its own past performance. The financial analysis unveils that the company could perform better in some areas such as its degree of financing or its P/E ratio. However, due to its excellent profitability and sound financial standing, the company is attractive for investors.

Besides, the intrinsic common stock value of the company is calculated to depict the accurate valuation of the company at the stock market.

Additionally, both the income statement and the balance sheet for 2015 are forecasted based on the financial data of previous years, its strategy announcements and current developments.

Finally, recommendations are given for the management of the company as well as potential and current investors.

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Coke forms private company in Moscow

ATLANTA -- The Coca-Cola Co. announced Thursday formation of a company in Moscow to manufacture and distribute Coca-Cola in the greater Moscow area and said the move makes it the first Western-based firm to lease state-owned land in Russia.

It said the joint stock venture with the city of Moscow, Coca-Cola Refreshments-Moscow (CCRM), also is the first independent, fully integrated business system for consumer goods in Russia. Advertisement

The firm, with initial capitalization of $12 million, is 'substantially owned' by Coca-Cola. Professor S.N. Fyodorov, identified by the company as a prominent Russian businessman, also has a stake in the enterprise.

'Coca-Cola Refreshments-Moscow is structured in accordance with standard Western business practices and will market Coca-Cola and Fanta in rubles,' said E. Neville Isdell, senior vice president of Coca-Cola and president of its Northeast Europe and Africe Group.

'It will provide us with the means to develop our business in Moscow in much the same way that we have done so successfully elsewhere.'

Moscow residents will get their initial exposure to Coca-Cola at the fountain, paralleling the manner in which the company originally developed its business in the United States more than a century ago. Up to 200 people will be employed at a new syrup production plant to be constructed on a five-acre site in Moscow's Solntsevo region. Advertisement

The retail distribution network will consist of 2,000 new kiosks throughout the city, the first of which will be operational in 18 months to two years, Coca-Cola said. Each kiosk will employ a minimum of two people.

'The investment in our city by The Coca-Cola Co. will stimulate economic activity and provide employment opportunities,' said Gavriil Popov, mayor of Moscow. 'Perhaps more importantly, its commitment will help attract additional international investment by signalling to others that the city of Moscow is ready to do business.'

The company said its lease agreement with the city provides that payments for the lease will be used to buy medical supplies for a local children's clinic and to establish scholarships at the International University of Moscow.

Fanta was the first product of the company to be made available in Russia when it was introducted in 1979. State-owned enterprises began bottling Coca-Cola in 1987.

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The Coca-Cola Company’s Analysis Reflection Research Paper

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Interesting Facts Learned About the Coca-Cola Company

The most difficult component of the project, how the challenge was addressed.

The analysis of the Coca-Cola Company identified a number of interesting factors about this firm. One of the appealing things learned about this organization is the culture that it has embraced as a way of promoting creativity and innovativeness. The company has been keen on enabling its workers to explore new ways of addressing their tasks based on emerging trends in the market. It was also fascinating to learn how this company is dealing with competition in the market.

Through its innovative strategies, it has managed to remain the dominant player in the beverage industry. Its brand is currently the strongest in the market, ahead of its archrival PepsiCo Inc (Hitt, Ireland, & Hoskisson, 2017). It is an indication that the firm is using the right strategies to achieve the desired level of success. It is able to monitor market trends and act accordingly in response to changing tastes and preferences of its customers.

The project was interesting, but it is important to note that a few challenges were encountered. One of the difficult components of this project was the inability to understand the current strategies of the Coca-Cola Company in the market. As Sindi and Roe (2017) observe, in most cases, firms hide their current marketing tactics to achieve a competitive advantage over their rivals. They do not want their competitors to understand approaches that enable them to be successful.

That explains why it was challenging to access such information. To address this difficulty, the researcher had to monitor patterns and trends taken by this firm at various times to achieve different goals. Morden (2017) explains that it is possible to determine the current strategies of a company by analyzing its past trends and monitoring its current actions. However, it is a time-consuming process.

It is necessary to explain why the identified factors were considered problematic when implementing the sustainable initiative. Hill, Jones, and Schilling (2017) explain that it may require a highly skilled analyst to investigate and understand the current strategies of a company. This is so because it will force the firm to map each of the past tactics and the problems they were solving. The pattern will explain how the firm approaches different problems that it faces in the market. The information will then be utilized to identify current challenges and specific actions of the company to determine the new strategies that it is using in the market.

It was important to find a way of addressing this problem to ensure that the right information needed about this firm was collected, analyzed, and interpreted as would be necessary. The first step that the researcher took to address this problem was to analyze the past trends that this firm has taken to address similar challenges. Understanding how it uses creativity, innovation, and emerging technologies makes it easy to predict the current approaches used in the market.

The researcher identified the current reports, public relations messages, promotional messages, and other activities such as corporate social responsibilities to understand the current tactics of this company. The researcher used historical records of the company and its current publications to understand how it is dealing with various issues in the market. Its sponsorship programs demonstrate its commitment to promoting social welfare.

Hill, C., Jones, G., & Schilling, A. (2017). Strategic management theory . Boston, MA: Cengage Learning.

Hitt, M., Ireland, D., & Hoskisson, E. (2017). Strategic management: Competitiveness and globalization: Concepts and cases . Boston, MA: Cengage Learning.

Morden, T. (2017). Principles of strategic management (3rd ed.). New York, NY: Taylor & Francis Group.

Sindi, S., & Roe, M. (2017). Strategic supply chain management: The development of a diagnostic model . Cham, Switzerland: Palgrave Macmillan.

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IvyPanda. (2021, May 15). The Coca-Cola Company's Analysis Reflection. https://ivypanda.com/essays/the-coca-cola-companys-analysis-reflection/

"The Coca-Cola Company's Analysis Reflection." IvyPanda , 15 May 2021, ivypanda.com/essays/the-coca-cola-companys-analysis-reflection/.

IvyPanda . (2021) 'The Coca-Cola Company's Analysis Reflection'. 15 May.

IvyPanda . 2021. "The Coca-Cola Company's Analysis Reflection." May 15, 2021. https://ivypanda.com/essays/the-coca-cola-companys-analysis-reflection/.

1. IvyPanda . "The Coca-Cola Company's Analysis Reflection." May 15, 2021. https://ivypanda.com/essays/the-coca-cola-companys-analysis-reflection/.

Bibliography

IvyPanda . "The Coca-Cola Company's Analysis Reflection." May 15, 2021. https://ivypanda.com/essays/the-coca-cola-companys-analysis-reflection/.