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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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oca-Cola company overview

Coca-Cola become an icon of America cultural, other America local brands hard to compare with Coca-Cola company. Coca-Cola embodies the sprit of youth, energetic, life and fashionable. Coca-Cola is the best choice of beverage for the teenagers are anti-tradition or against the tide. The concept of Coca-Cola company is selling “happiness” not just selling the drink. According to the survey, they realize pop songs and exercise will bring happiness and have strong connection in young generation life. Thus, Coca-Cola company is targeting young generation as their targeted customer because of their concept. Throughout the years, Coca-Cola company still maintain the concept.

John Pemberton is the inventor of Coca-Cola and also a pharmacist.; he fails invented in pharmacies field so he decides invent in beverage market. John Pemberton expects to create a medicinal of beverage that can refresh itself and cure for headache. One day, he took a flavored syrup where mixed with carbonated water that created by himself to the neighbor pharmacy. The soda fountain was rising in popularity as a social gathering spot cause people far away from club. John Pemberton's partner, Frank Robinson and him named this beverage as Coca-Cola. The name Coca-Cola came from the original ingredients used in the medicine, Coca leaves and Kola seeds. John Pemberton added caffeine to the resulting syrup so that it could be marketed as a headache remedy but he could not decide whether to market the mixture as a medicine or to extol its flavour for its own sake, so they did both. Frank Robinson registered Coca-Cola's formula with the patent office and designed the trademark.

 First year, John Pemberton sold just nice glasses in a day; continuous year the selling condition worse. John Pemberton died in August 1888, he would never see the commercial success he had been seeking. Before he died, he sold the formula for Coca-Cola to Asa G. Candler, a man started his business career as a drugstore clerk and manufacturer of patent medicine; due to the pressure of illness and bad business. The Coca-Cola company grew rapidly because of the Asa G. Candler's leadership. The quality of coco-cola is the problem Asa.G Candler most concern, especially the production of syrup. The presence of cocaine brings a lot of complaints so he decides to improve the formula of Coca-Cola. Coca-Cola is free for cocaine in 1905.Asa. G Candler also very concerns about the promotion of Coca-Cola; the advertising budget has increasing from $100,000 in 1901 to $1 million in 1911.Asa G. Candler had won a prolonged legal engagement with the Food and Drug Administration over its healthfulness. Thus, Coca-Cola had made Asa G Candler become a millionaire.

Company background

The Coca-Cola company was established in Atlanta, Georgia in the year 1886.Coca-Cola company is the world largest non-alcoholic beverage company. The company has over 3000 beverage products and own or license 500 different non-alcoholic brands across the world. For example, Coca-Cola company owns or licenses Coca-Cola, Diet Coke, Sprite and Fanta in the world's top five non-alcoholic sparking brands. The company begins globalization and operating in more than 200 countries worldwide since the late of year 1920.For long-term business, the mission and vision are the most important for determine the direction of company and the reason of company's existence.

The missions of the company are:

• refresh the world

• inspire moments of optimism and happiness

• create value and make a difference.

In order to achieving sustainable and the grow of quality, Coca-Cola company serves their vision as the framework:

• For people, be a great place to work where people are inspired to be the best they can be.

• For portfolio, bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

• For partners, nurture a winning network of customers and suppliers, together we create mutual, value.

• For planet, be a responsible citizen that makes a difference by helping build and support sustainable communities.

• For profit, maximize long-term return to shareowners while being mindful of our overall responsibilities.

• For productivity, be a highly effective, lean and fast moving organization.

According to Interbrand's annual Best Global Brands ranking, Coca-Cola company has retained the No.3 spot for the forth continuous year. The enterprise value of Coca-Cola company almost $213billion.In fact, red and white is Coca-Cola's trademark that certainly well known brand symbol around the world. Consequently, the significant success factors of Coca-Cola are bottling, advertising and promotion. Specifically, Coca-Cola company is the initial company which has one of the celebrity endorsements. For example, the founder of Coca-Cola company, Asa Candler signs contract with actress and singer Hilda to be the face of them. The Coca-Cola name was plastered on many things including clocks, fans, calendars and others; it also one of the way to advertise. The advertisement, entitled “Remove labels this Ramadan” published at 2015 made me impressed. The shooting team arrange six men from different background and different cultural sit around a table by putting them in the dark. Everyone will introduce themselves, after that others will imagine the appearance of left. When the lights turn on, they all keep looking each other and laughed with unexpected feeling. This is because the appearance of others is totally different while compare with the imagination. Then the shooting team asked them to reach under the chair to take out a box. There are two Coca-Cola cans inside the box without the label of Coca-Cola but with meaningful sentences “Labels are for cans not for people.” The purpose of the advertisement is to let people to get rid of their prejudice between each other. Through watching this video, it has taught us don't judge a book by it's cover. Accordingly, this creative advertisement video not only brings the ethics for us also prove that the success factor Cola-Cola company is it emphasis on the brand over the product. In fact, Coca-Cola company sells the experience and lifestyle to their consumer not just selling the drinks in a bottle.

Organization Structure

The business strategy of Coca-Cola company are enhance shareholder's value and maximize profit. As can be seen, the organization structural plays an important role for a company's success. Organization structure of Coca-Cola company is a tall hierarchy. So it has divide employees into different operating group by geographic. In order to respond quickly while the change of local market and more understand the needs of local market because it has different requirements. For instance, the operating groups are Eurasia and Africa Group, Europe Group, Latin America Group, North America Group and Pacific Group. Each groups have its own vice president to control the employees and the head office responsible to give directions and provide support to each groups. Under each groups, it has own department such as human resource, marketing, finance and etc. In external organizational, Coca-Cola system refers to Coca-Cola Company is cooperate with external groups for bottling and distribution. Coca-Cola company responsible to manufacture and sells concentrates, beverage base and syrup to the bottling partners. Bottling partner will manufacture, package, merchandise and distribute the final beverage to our customers and vending partners. The partnership between Coco-Cola company and bottling partners are contracting the localized strategies develop. Because of the bottling partners are work closely with consumers such as convenience stores, movie theaters, restaurants, grocery stores and so on. Therefore, the head office need to ensure the production and distribution with unmatched quality and service around the world. Every organization have not only a structure also a culture, s strong culture will provide stability. Coca-Cola company is designed their organization structure to be motivated, friendly and focus on growth. At the present time, Coca-Cola company approximately has 123,200 employees around the world. In general, employees through their knowledge, skills and professional for helping employer create value. So the encouragement and teamwork are significant for the growth of company. In the nut shell, decentralized structure is the ideal structure for cola company because of the geographically has bring some problems such as raw material, health conscious and political.

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