Coca Cola Essay/ International
Running Head: COCA-COLA INTERNATIONAL
Coca-Cola Company
Opening Happiness across the Globe
Tammy Parker
August 4, 2012
Introduction
In 1886, Coca-Cola brought a refreshing fountain beverage to customers of a small Atlanta pharmacy at five cents a glass. Today, The Coca-Cola Company is the world’s largest beverage company. The three main headquarters are Coca-Cola International which is located in Europe, Pacific and Eurasia, and Africa, Coca-Cola Americas which are located in North America and Latin America, and Bottling Investment Group which oversees the company owned bottling operations outside of North America. Each company own or license and market more than five hundred nonalcoholic beverage brands such as; waters, juices, ready to drink teas and coffees across the globe.
This research paper will focus on how The Coca-Cola Company uses strategies in order to compete in the completive market, Coca-Cola International, Market Segmentation, the “Cola wars” and finally, discuss the “unit case volume” of the Coca-Cola Company.
Purpose of Study The purpose of this research paper is to achieve a better understanding of International Business through the basic study of a worldwide company’s strategy in order to compete with the completive market
Limitations of Study
One of the largest limitations of this study is finding creditable resources to support this research paper and interpreting the relevant information to the instructor’s expectations.
Definition of Terms
For the purpose of this paper, “Coca-Cola Company” and “Coke” will be used interchangeably; all other terms utilized in this research paper are within acknowledged meaning. Any terms that need clarification from normal usage will be defined within the text.
Review of Literature
Coca-Cola Mission
“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions”. * To refresh
Coca-Cola Company
Opening Happiness across the Globe
Tammy Parker
August 4, 2012
Introduction
In 1886, Coca-Cola brought a refreshing fountain beverage to customers of a small Atlanta pharmacy at five cents a glass. Today, The Coca-Cola Company is the world’s largest beverage company. The three main headquarters are Coca-Cola International which is located in Europe, Pacific and Eurasia, and Africa, Coca-Cola Americas which are located in North America and Latin America, and Bottling Investment Group which oversees the company owned bottling operations outside of North America. Each company own or license and market more than five hundred nonalcoholic beverage brands such as; waters, juices, ready to drink teas and coffees across the globe.
This research paper will focus on how The Coca-Cola Company uses strategies in order to compete in the completive market, Coca-Cola International, Market Segmentation, the “Cola wars” and finally, discuss the “unit case volume” of the Coca-Cola Company.
Purpose of Study The purpose of this research paper is to achieve a better understanding of International Business through the basic study of a worldwide company’s strategy in order to compete with the completive market
Limitations of Study
One of the largest limitations of this study is finding creditable resources to support this research paper and interpreting the relevant information to the instructor’s expectations.
Definition of Terms
For the purpose of this paper, “Coca-Cola Company” and “Coke” will be used interchangeably; all other terms utilized in this research paper are within acknowledged meaning. Any terms that need clarification from normal usage will be defined within the text.
Review of Literature
Coca-Cola Mission
“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions”. * To refresh
References: Bullas, J (2012, Jan.30.) 5 lessons from Coca-Cola content marketing strategy. Retrieved from: http://www.jeffbullas.com/2012/01/30/5-lessons-from-coca-colas-new-content-marketing-strategy/#r704vJ63EQQuGp68.99 Chauhan, M Hill, C. (2012). International Business. Competing in the global market. 9th Ed. New York, NY: McGraw-Hill/Irwin. Johnson, D. (2010). Coca-Cola Enterprises, Inc. International directory of company histories. Ed. Vol. 116. Detroit: St. James Press. Business Insights: Essentials. Retrieved from: Gailgroup.com.bakerexproxy.palnet.info/essentials/article. Rubadiri, V. (2012, Aug. 3). Three coke bottlers to merge. Africa News Service. Business Insights:Essentials. Retrieved from:bi.galegroup.com.bakerezproxy.palnet.info/essentials/article. The Coca-Cola Company (2011). Annual review 2011. Retrieved from: http://www.thecoca-colacompany.com/ourcompany/ar/pdf/TCCC_2011_Annual_Review.pdf The Coca-Cola Company (n.d.) Coca-Cola heritage timeline Wright A.(2009). Profiting from corporate social responsibility: Part 2. Retreived from: http://brandhabits.net/2009/11/06/profiting-from-corporate-social-responsibility-part-2/ Yan, Z. (2012). McDonald’s, Coca-Cola’s Olympic sponsorship questioned. Retrieved from: en.youth.cn/inter_Channel/Top_News/ 201207/t20120713_2266554.htm.