Angelique Dougan

Brooke Chidester

Julie Tomaszycki 

Matthew Mendoza 

Philip Mohler

Steven Shannon

Talitha Tinsman

Instructor: Bonnie BuchananBUS-205-BGlobal BusinessDecember 2, 2013

The History Of Coca-Cola

• Started with an idea in 1886 by Dr. John S. Pemberton• In 1887 Frank M Robinson came up with the name and

script for “Coca-Cola”• The same script is still used in the name today

• 5 cents a glass when this new beverage first came out• In 1891 Asa Griggs Candler became the sole owner of

Coca-Cola following the death of Dr. Pemberton

History (Up to the 1950’s)

• Coca-Cola was first bottled and sold for home consumption in 1894 in Mississippi

• In 1899 three Tennessee business men purchased the exclusive to bottle Coca-Cola from Asa Candler for the grand sum of $1• Mr. Candler did not believe that bottling would be an

effective way to sell beverages due to its high cost

History• In 1919 a consortium led by Ernest Woodruff purchased

the company for $25 million• That same year Coca-Cola went public and sold common

stock for $40 a share and preferred stock for $75 a share

History (1950’s)• Coca-Cola began advertising on television to reach more

customers• Pepsi was emerging as a competitive threat • Coca-Cola introduced the king-size and family-size

container• Easier for the shopper than carrying a six pack

History (1960’s)• Coca-Cola came out with a low calorie drink named TaB• Aimed at calorie-conscious consumers• To catch the attention of their customers the “B” was

capitalized

• By 1964, ten percent of the weight watching market had chosen TaB as their new number one soft drink• Sprite, Minute Maid, Fresca

History (1970’s)• By 1971, the slogan “The real thing” presented a diverse

group of young people on an Italian hillside singing together• “I would like to teach the world to sing in perfect harmony,

I would like to buy the world a Coke and keep it company.”

• Football player “Mean” Joe Greene played in a commercial• Other countries liked the ad so well that Coca-Cola was

now being used globally to advertise Coca-Cola with their sports stars

History (1980’s)• A marketing nightmare for Coca-Cola had occurred• Pepsi was gaining in the competition

• Blind taste test showed that the new Coca-Cola was preferred over the old Classic Coca-Cola

• On April 23, 1985, the classic Coca-Cola was being replaced with the new Coca-Cola formula• Consumers were not happy• About 8,000 calls were coming in daily complaining about the

taste of the new Coca-Cola being on the market

History (1990’s Until Present)• Coca-Cola introduced products such as Vanilla Coke,

Cherry Coke, and Sprite to keep their customers interested

• Coca-Cola was the top ranked beverage in the United States

• In 2006, Fortune 500 ranked Coca-Cola and Coca-Cola Enterprises as the number one and number two beverage companies to work for

• In 2007, the World of Coca-Cola opened to the public in Atlanta, Georgia.

The World of Coca-Cola

• World’s largest memorabilia exhibition/museum featuring the history of Coca-Cola Company

• Multiple hands-on tours• Able to bring huge groups• Must buy tickets in advance

Coca-Cola’s Mission Statement

• “To refresh the world, to inspire moments of optimism and happiness and to create value and make a difference. Coca Cola is a company in the beverage industry. It produces hundreds of brands, including soft drinks, fruit juices, sports drinks and other beverages.”

Trade Theories• Competitive advantage• Global brand• Entered every national market in the world with the

exception of a few countries such as North Korea• North Korea has a labor market that Coke will tap into• Cheaper labor

• https://www.youtube.com/watch?feature=player_embedded&v=Og-1DtdDXaw

Marketing and Global Strategies• Success related to the core of Coca-Cola’s growth and

popularity• The three key strategies Coca-Cola has used to grow their

business and expand across the globe include• Implementing global marketing strategies while gaining

partnerships internationally• Product quality• Technology advancement

Marketing and Global Strategies• Memorable slogans• Drink Coca-Cola• Things go better with Coke• Good ‘til the last drop• It’s the real thing• Always Coca-Cola• Enjoy, Life tastes good

• Popular song• “I want to buy the world a Coke,” produced in 1971 by

Billy Davis

Marketing and Global Strategies• Coca-Cola has also sponsored many other sporting events

such as:• The International Federation of Association Football (FIFA)• National Hockey League (NHL)• National Basketball Association (NBA)• National Football Association (NFL)• Major League Baseball (MLB)• NASCAR• Cricket World Cup

Marketing and Global Strategies

• “Currently, over 70% of Coca Cola’s business income is generated from non-U.S. sources.” (Coca-Cola Company, 2012)

• Multi-million dollar company• The road to success has not always been an easy one• Many countries have banned the use of Coca-Cola products

because they have claimed that these products are threatening public health and encouraging obesity

Marketing and Global Strategies

• Ahmet C. Bozer: Senior Operations Leader at Coca-Cola• “As our business has expanded over the years, so has our

community support grown to create and support projects most relevant to local communities around the globe… At the Coca-Cola Foundation, we help keep that commitment every day by partnering with organizations around the globe to support initiatives and programs that respond in a meaningful way to community needs and priorities… Established in 1984 and funded by the Coca-Cola Company, we are concentrating our community support in several priority areas across the globe, we support initiatives focused on: water stewardship, health and active lifestyles, community recycling, and education… Our community commitment is shared across the Coca-Cola system, when natural disasters strike, the Coca-Cola Foundation and the entire Coca-Cola system respond to offer emergency relief.”

http://www.coca-colacompany.com/our-company/the-coca-cola-foundation

Foreign Policy

• Foreign Policy is a government's strategy in dealing with other nations

• More than 200 countries that they operate in (Journey Staff , 2012)

• Over 900 plants around the world (Journey Staff , 2012)

S Strengths

W Weaknesses

O Opportunities

T Threats

Analysis

Strengths

• Fan Base• Quality• Polar Bear Campaign• Social Responsibility

Weaknesses

• Unhealthy Products• Little Advertising

Opportunities• Healthier Drinks• Advertise More• Social Responsibility• Helping with the newest disaster in the Philippines•

http://www.sunnyskyz.com/good-news/441/You-Won-t-Be-Seeing-Coca-Cola-Ads-For-A-While-The-Reason-Why-Is-Amazing#.Uo97yZNYg80.facebook

Threats• Economy• Raising Health Concerns• Other Drink Companies

References• All images of Coca-Cola products and logos belong to

Coca-Cola, they were obtained from www.bing.com’s images tab

• http://us.coca-cola.com/# • http://www.worldofcoca-cola.com/about-us/ • http://www.coca-colacompany.com/our-company/the-coc

a-cola-foundation

References (Continued)• Coca-Cola. (2011). Coca-Cola. Retrieved December

2013, from http://us.coca-cola.com/• Coca-Cola. (n.d.). Our Company. Retrieved December

2013, from http://www.coca-colacompany.com/our-company/the-coca-cola-foundation

• Coca-Cola. (n.d.). The History of Coca-Cola. Retrieved December 2013, from http://iml.jou.ufl.edu/projects/spring08/Cantwell/20thcent/50.html

References (Continued)

• Journey Staff (2012, January 01). Economic opportunity.• Retrieved from http://www.coca-colacompany.com• /stories/economic-opportunity• http://blog.foreignpolicy.com/posts/2012/01/03/does_coca_cola_control_40_of_swazilands_gdp• Kedar , P. (2012, January 03). The coca-cola kingdom.• Retrieved from

http://blog.foreignpolicy.com/posts/2012/01/03/does_coca_cola_control_40_of_swazilands_gdp• http://www.globaltimes.cn/content/823866.shtml#.UpKGjCdNVYU• Reuters (2013, November 11). Coca-cola to invest $4b,• build new plants in china. Retrieved from• http://www.globaltimes.cn/content/823866.shtml • http://twocircles.net/2013oct24/new_coca_cola_bottling_plant_opened.html• IANS. (2013, October 24). New coca cola bottling plant• opened in up. Retrieved from

http://twocircles.net/2013oct24/new_coca_cola_bottling_plant_opened.html