Coca Cola Essay

1. Description.

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta, Georgia( The Coca-Cola Brands，2012). It has 160 kinds of beverage brands in 200 countries, including soft drinks, sport drinks, milk drinks, fruit juices, tea and coffee. Sprite is the fastest growing beverage, other brand include root beer, Fruitopia and Surge. As for the core products, Coca-Cola, this is often referred to simply as Coke, ranked first in the world to obtain more than 40% of its market share in the U.S.

In 1885, Dr. John.Stith.Pemnerton(The Coca-Cola Company,2012) invented the dark syrup which is called Pemberton’s French Wine Coka. In the same year, the government issued the prohibition of alcohol, so he invented the Pemberton’s French Wine Coka without alcohol. A year later, he wanted to invent a kind of soft drinks that made many people who need to nutritional supplement like. When he was stirring the drink that had added the syrup, water and ice, his assistant accidentally added soda .Unexpectedly, it was tasty so that Dr.Jhon’s partner Frank M.Robinson named it Coca-Cola from its ingredient(Coca-Cola History n.d). It also was he who initially scripted “Coca-cola” into the flowing letters which has become the famous logo today. Since it began to be sold to the public on May 8, 1886, Coca-Cola has been a catalyst for social interaction and inspires innovation. Then, two lawyers proposed an innovative business cooperation to Ace.Jane.Downing who owned the Coca-Cola at that time. The company and sale points that they invested themselves watered syrup, bottling and selling. Since then, this particular bottling system made the factories which produced Coca-Cola everywhere. In order to master all production rights, Asa Griggs Candler(The Man Behind Coca-Cola n.d.) purchased shares of Coca-cola in 1888.Candler was the first to sell it to other pharmacy and to advertise on billboards at railway station and town square. Just over four years, he formally established the Coca-Cola Company; therefore, he was called “Father of Coca-Cola”.

Another person, Robert W. Woodruff (Jamil S. Zainldin 2006), was also one of the most significant people in the history of Coca-Cola Company. He not only introduced the first coin-operated vending machines to make drinks “Readily available when needed”, but also launched lifestyle-themed ad for company. However, the most well-known decision he made was ensuring that each soldier can get 5 cents a bottle of Coca-Cola anywhere in the early days of World War II. With the U.S. military moved to the world, the act made Coca-Cola gained dominant market share in Europe and Asian countries and held the dominant position until now.

Since 1962, the Coca-Cola Company listed in New York, it has created fourteen beverage brands valued of over 10 billion U.S. dollars. As the graph（Picture 1.1 & 1.2）from Interbrand showed, the Coca-Cola Company was the third best global brands and one of the most valuable brand in the world in 2013. (Best Global Brands, 2013). [pic 1]

Picture 1.1 Coca-Cola vs. Beverages Sector (n.d.)

[pic 2]

Picture 1.2 Best Global Brands 2013 (n.d.)

It has used different strategies to develop its international market simultaneously. For instance, in Australia, it has the longest distribution route, starting from Perth, Western Australia, 1093km is required to drive to reach the two remote distribution points Karratha and PortHeadland. According to the annual report, in 2013 ,its trading revenue of non-alcoholic beverages and alcohol,food & services reached 4318.9 and 717.5 millons respectively(Coca-Cola Amatil, 2014). Maybe like it said publicity in 2011, “125 years and we are just getting started”.