Introduction Coca-Cola began in 1886, Dr. John S Pemberton created a soft drink that could be sold at soda fountains (Abbette, 2012). According to Abette (2012), Dr. Pemberton took the flavored syrup to his neighborhood pharmacy mixed it with carbonated water and received excellent feedback from those that sampled it. He was trying to concoct a head ache remedy once he mixed his special syrup with carbonated water, he realized that he had the makings of a popular soda beverage. Coca-Cola had two ingredients cola from the cola nut, and extract of coca leaf which is also the source of cocaine (Abbette, 2012). Among the biggest challenges for Coca-Cola has been the bottling of its product (Coca Cola Company, 2013). The bottlers agreed
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(Coca Cola Company, 2013). Coca-Cola’s main purpose is to inspire happiness to people all over, as well as make a difference in the world. Coca-Cola does not focus on only beverage products, but on the needs of their consumers, customers and franchise partners. Listening and observing is one of Coca-Cola’s main goals. Coca-Cola works smart, acts with urgency and remains responsive to change. Coca-Cola commits to a great work environment a place where people are inspired to be the best they can be (Coca-Cola -2013).
Industry Analysis Coca-Cola has a leading brand value and a strong brand portfolio. The company is the leading brand in the top 100 global brands ranking in 2012 (Interbrand). Interbrand (Year) also valued Coca-Cola at 67,000 million. Coca-Cola ranks well ahead of its close competitor Pepsi which has a ranking of 22 having a brand value of 12,690 million. Coca-Cola owns a large portfolio of product brands, this includes four of the top five soft drink brands in the world: Coca-Cola, Diet Coke, Sprite, and Fanta. These strong brands allow the company to introduce brand extensions such as Vanilla Coke, Cherry Coke and Coke with Lemon. Over the years, the company has made large investments in brand promotions. Coca-Cola is one of the best recognized global brands.
With a 24 billion dollar large scale operation. The company