Scribd Logo
Upload

Welcome to Scribd!

  • 4 views

    Case Study Coca Cola

    Uploaded by

    Leon Elvan

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Case Study Coca Cola

    Uploaded by

    Leon Elvan
    4 views12 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    4 views12 pages

    Case Study Coca Cola

    Uploaded by

    Leon Elvan

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 12

    Coca-Cola Case Study

    History
    Dr. John Styth
    Pemberton
    May of 1886
    Sold First Glass at 5 cents at Jacob’s
    Pharmacy in Atlanta

    May 29, 1886


    First Newspaper Advertisement
    “Delicious and Refreshing”

    Image source:www.newlyswissed.com
    More on History... The Growth of Coca-Cola
    • April 1888
    Asa Candler began to buy Coca-Cola shares.

    • By 1892
    Asa Candler was only proprietor of Coca-Cola with
    a total investment of $2,300.
    • 1894
    First syrup manufacturing plant: Atlanta in Dallas Texas.
    Joseph Biedenharn purchased fist bottle of Coca-Cola in 1894.
    • 1899
    Sold Coca-Cola for $1.
    • Sept 12, 1919
    Coca-Cola changed ownership once more.
    Ernest Woodruff owns Coca-Cola with an investor group.
    • 1923
    Robert Woodruff was elected the new President.
    • Coca-Cola undertook more than 15 different businesses ranging from
    food, wine and soft drinks to film and water treatment.

    • 1982
    Purchased Columbia Pictures selling other businesses along
    the way.
    • 1985
    Changed the formula and introduced NEW COKE which it tastes
    today.
    • 1990
    Introduced Powerade and Fruitopia.
    MISSION of COCA-COLA

    “We exist to create value for our share owners on a


    long-term basis by building a business that enhances
    The Coca-Cola Company’s trademarks. This is also our
    ultimate commitment. As the world’s largest beverage
    company, we refresh that world. We do this by
    developing superior soft drinks, both carbonated and
    non-carbonated, and profitable non-alcoholic beverage
    systems that create value for our Company, our bottling
    partners and our customers.” source: strategicmgt15.blogspot.com
    OBJECTIVES
    • To Maximize share owner value over
    time.

    • To ensure the strongest and most efficient


    production, distribution and marketing
    systems.

    • Maximize long-term flow of cash.


    MARKETING
    “GLOBAL FACELIFT” was given in
    1977

    • Created new graphics for packaging,


    POS materials, street signs, trucks and
    vending machines.

    • New global advertisement “Welcome


    to the World”.

    • Within an arm's of the desire.


    FINANCE
    In 1997, Coca-Cola
    generated $4 billion in
    operating cash flow.
    Coca-Cola invests this in 3
    ways
    1. Invest in bottling &
    concentrate plants
    2. Pay dividends to share
    owners
    3. Repurchases their shares
    SUPPLIER POWER
    Within U.S.:
    Coca-Cola uses high
    fructose corn syrup as a raw
    material.
    Outside U.S.:
    Coca-Cola uses sucrose.
    Both are readily available
    therefore restricting supplier
    power.
    Threat of New Entrants

    • Coca-Cola has tremendous


    brand loyalty.
    • Coca-Cola enjoys
    significant economies of
    scale.
    • Coca-Cola has huge market
    share.
    These factors minimize the
    threat of new entrants into
    the soda industry.
    THANK YOU

    ENJOY THE COKE WITH COCA-COLA CASE STUDY


    AND THE SERVICES OF
    INSTANT ASSIGNMENT HELP AUSTRALIA

    You might also like