Coca-Cola project studies magazine

P.UDAY KUMAR 20011BC030 VII SEM - DTDP

project studies

MAGAZINE

CONTENTS Introduction

Story of Coca-Cola

Aim

Significance

Methodology

Limitation

Description

Financial history of coca-cola

Conclusion

MAGAZINE

|

2

Intro Coca-Cola, one of the most iconic and globally recognized beverage brands, traces its origins to 1886 when Dr. John Stith Pemberton, a pharmacist in Atlanta, created a carbonated syrup intended as a headache remedy and energy booster. Asa Griggs Candler, a local businessman, acquired the rights to the formula in 1888 and founded The Coca-Cola Company in 1892. Under Candler's leadership, Coca-Cola rapidly expanded across the United States and, later, internationally. The introduction of the distinctive contour bottle in 1916 became a symbol of the brand.

Over the years, Coca-Cola navigated through various challenges and adapted to changing consumer preferences. The company diversified its product line, introduced slogans that became ingrained in popular culture, and addressed health concerns by expanding into low-calorie and zero-calorie options. Despite the evolving beverage landscape, Coca-Cola remains a symbol of refreshment and a global cultural icon.

MAGAZINE

|

3

STORY OF COCA-COLA The backstory of Coca-Cola begins in the late 19th century with Dr. John Stith Pemberton, a pharmacist in Atlanta, Georgia, USA. In 1886, Pemberton concocted a unique beverage intended to serve as a headache remedy and energy booster. The original formula included extracts from coca leaves and kola nuts, combined with carbonated water, creating a refreshing and effervescent drink. Initially named "Pemberton's French Wine Coca," the concoction faced a challenge due to the growing prohibition movement, which aimed to restrict the sale of alcoholic beverages. Seeking an alcohol-free alternative, Pemberton, along with his bookkeeper Frank M. Robinson, rebranded the drink as "Coca-Cola," emphasizing its key ingredients.

Recognizing the potential of the beverage, Dr. Pemberton sold the formula in 1888 to a group of Atlanta businessmen led by Asa Griggs Candler. Candler, a visionary entrepreneur, officially incorporated The Coca-Cola Company in 1892. Under Candler's leadership, the brand's marketing efforts became more aggressive, featuring strategies such as free sample coupons and innovative advertising campaigns. In 1894, Joseph Biedenharn, a soda fountain operator, became the first person to bottle Coca-Cola, enabling consumers to enjoy the beverage beyond soda fountains. This marked a crucial step in the brand's journey, establishing its association with bottled drinks. The iconic Coca-Cola script logo was introduced during this period, contributing to the brand's visual identity. Over the years, the company expanded its reach nationally and internationally, becoming a symbol of American culture.

During World War II, Coca-Cola was supplied to U.S. soldiers, reinforcing its global recognition. In 1916, the distinctive contour bottle, designed by the Root Glass Company, was introduced, further enhancing Coca-Cola's brand visibility. The contour bottle's unique design aimed to make the beverage recognizable even when touched in the dark. The mid-20th century saw the introduction of Coca-Cola advertising slogans such as "The Pause That Refreshes" and its involvement in popular culture through partnerships with iconic figures like Santa Claus in Christmas campaigns.

Coca-Cola's journey has not been without challenges. The introduction of "New Coke" in 1985,

an ill-fated attempt to reformulate the drink, faced strong public backlash.

Responding to consumer demand, the original formula was reintroduced as Coca-Cola Classic. Throughout its history, Coca-Cola has adapted to changing consumer preferences, introduced new products such as Diet Coke in 1982, and expanded its portfolio through acquisitions. The company's enduring popularity is not just about the beverage itself but also its association with moments of joy, celebration, and shared experiences.

Today, Coca-Cola stands as one of the most recognized and valuable brands globally, continuing to innovate while maintaining its status as a A Retrospective on the Written symbol By: of refreshment and happiness for people of all ages.

History of Fashion Adeline Palmerstone

Aim The purpose of this paper is to assess the current situation of Coca-Cola and the industry, evaluate the existing resources, suggest a strategy and provide strategic recommendations. A specific strategy will help to match strength and distinctive competence in such a way that CocaCola enjoys a competitive advantage over immediate rivals in the industry.

An overview of the company background and the soft drink industry is outlined. provides an external analysis of the soft drink industry.

My intention for this chapter is to identify the key success factors, analyze the emerging trends in the industry and assess the industry attractiveness of the soft drink industry.

An internal analysis-strategic fit analysis of Coca-Cola, where I examine the concepts of firm capabilities and provide an internal analysis of

MAGAZINE

|

3

Strengths and weaknesses at Coca-Cola and internal analysis- value chain analysis, where I describe all the activities that make up the economic performance and the capabilities of Coca-Cola.

Issues affecting the company are described and developed strategic recommendations to address the company's specific issues are presented within the broad context of the suggested overall strategy.

The recommendations make sense if one starts with a scrutiny of the company's background. I also highlight my interest in the Canadian aspects of Coca-Cola

MAGAZINE

|

3

Objective

S The objectives of this Coca-Cola case study revolve around understanding the company's dynamic strategies for market expansion, brand management, and product diversification.

Examining how Coca-Cola navigates global markets, tailors its brand image to diverse cultures, and responds to changing consumer preferences is crucial. Additionally, this case study aim’s to analyze the company's initiatives in sustainability, crisis management, and supply chain efficiency. By investigating challenges faced and the strategies employed, the case study can provide insights into Coca-Cola's resilience and adaptability. Furthermore, exploring the company's approach to consumer behavior, digital marketing, and financial performance can offer a comprehensive view of its business strategies and success factors.

ignificance The significance of this Coca-Cola case study lies in its ability to distill essential lessons in global business strategy, marketing, and adaptability. Examining the brand's trajectory provides valuable insights into successful market expansion, brand management, and the cultivation of a timeless connection with consumers. This case study is not merely a corporate narrative but a practical guide for professionals, offering concise lessons on resilience, innovation, and the delicate balance between tradition and adaptation. Its simplicity belies its profound impact as a source of inspiration for individuals and businesses seeking to navigate dynamic markets and establish enduring connections with their audience.

Methodology The table illustrates the origin of the data collected for the research.

The research method used for this report to deeply analyse and evaluate the employee’s well-being and work-life balance of a company is a mixed method (descriptive, secondary, qualitative, and quantitative data).

Company internal data

External data

Financial reports

Media reports

Business & Sustainability reports

Web content

Employee data

Leading journals

Business &esg reports

publications

Annual reports

Company review websites

Work-life philosophy data

­-

Company websites

-

• Employing a mixed-method approach was crucial in comprehensively identifying and assessing issues, providing a more profound understanding of the wellbeing and work-life balance within organizations.

• The gathered data proved instrumental in uncovering prevalent challenges, including an overwhelming workload, insufficient flexibility, and deficient support structures. These factors collectively impact work-life balance and employee wellbeing, subsequently influencing overall organizational effectiveness.

• A methodology centred on data analysis was utilized to extract recommendations, draw conclusions, foster discussions, and outline additional implications and necessary actions relevant to the research topic.

Limitations While this Coca-Cola case study provides valuable insights into the brand's success, it's essential to acknowledge certain limitations. One limitation is the potential challenge in obtaining comprehensive and up-to-date data, as companies often guard certain strategic information. Additionally, the case study may focus more on successful aspects, possibly downplaying or overlooking specific challenges or failures the company faced. The study may also lack a detailed exploration of regional or cultural nuances, as a global brand like Coca-Cola often tailors its strategies to diverse markets.

Moreover, the dynamic nature of the beverage industry could mean that certain conclusions drawn from historical data might not perfectly align with present or future market conditions. Finally, the case study might not extensively cover the perspectives of stakeholders who may hold diverse opinions or concerns about Coca-Cola, such as environmentalists critiquing the company's sustainability practices. Recognizing these limitations ensures a nuanced understanding of the case study and encourages a more comprehensive analysis of Coca-Cola's business dynamics.

Competitors of Coca-Cola: Coca-Cola faces intense competition in the beverage industry. Key competitors include PepsiCo, Dr Pepper Snapple Group, and Nestle. These companies operate globally and engage in fierce competition for market share. The rivalry extends to various beverage categories, including carbonated soft drinks, juices, energy drinks, and bottled water.

Description

Services of Coca-Cola: Coca-Cola primarily offers a range of non-alcoholic beverages, including its flagship product Coca-Cola, Diet Coke, Coca-Cola Zero Sugar, and a variety of flavored and non-carbonated beverages. The company's services extend beyond manufacturing and distribution; they encompass marketing, strategic partnerships, and initiatives such as sustainability and community engagement.

Operational Aspect: Coca-Cola's operational aspect involves a vast and complex supply chain.

The company manufactures concentrate, which is then sold to bottling partners worldwide. These partners produce, package, and distribute Coca-Cola products. The operational efficiency is crucial for ensuring the availability of products on a global scale. Coca-Cola also focuses on sustainability in its operations, aiming to reduce its environmental impact through initiatives such as water replenishment and packaging recycling.

Marketing Aspect: Coca-Cola's marketing aspect is central to its success. The company invests heavily in advertising, brand building, and creating emotional connections with consumers. Iconic slogans like "Open Happiness" and memorable campaigns contribute to the brand's recognition. Coca-Cola leverages digital marketing and social media to engage with consumers and stay relevant. The company's marketing strategies often emphasize inclusivity and a sense of joy, aligning with its brand identity

Financial Aspect: From a financial perspective, Coca-Cola is a global leader. The company consistently generates substantial revenue and profits. Financial success is attributed to its strong brand, global reach, and diverse product portfolio.

Coca-Cola's financial stability allows for continuous investments in marketing, innovation, and sustainability initiatives. However, the company is not immune to economic fluctuations, currency exchange rates, and consumer spending patterns, which can impact its financial performance.

Vision Aspect: Coca-Cola's vision extends beyond being a beverage manufacturer. The company envisions becoming a total beverage company that offers a wide range of drinks for different consumer preferences and occasions. This vision underscores its commitment to diversification and adapting to changing consumer trends. Coca-Cola's focus on innovation, healthier beverage options, and sustainability aligns with its vision for long-term growth and relevance.

Influence Aspect: Coca-Cola's influence extends to various spheres. As a global brand, it has a substantial economic impact, providing employment, supporting local economies, and contributing to tax revenues in numerous countries. The company's influence is also evident in its partnerships with major events, sports leagues, and entertainment franchises. Coca-Cola's advertising campaigns and pervasive brand presence contribute to shaping consumer preferences and cultural perceptions related to beverages.

It's important to note that specific financial figures from Coca-Cola's very early years might not be readily available due to the limited historical financial data. However, I can provide an overview of Coca-Cola's financial growth using key financial metrics over the past several decades.

Financial history Key Financial Metrics (1970s to Present):

1. Revenue Growth: - In the 1970s, Coca-Cola's annual revenue was in the range of $1-2 billion.

- By the 1980s, annual revenue exceeded $5 billion.

- In the 1990s, revenue surpassed $18 billion.

- In the 2000s, revenue grew to over $24 billion.

- In recent years (2010s-2020s), Coca-Cola has maintained annual revenues in the range of $37-38 billion.

of Coca-Cola 2. Net Income: - Net income has shown a similar upward trajectory over the decades.

- In the 1970s, net income was around $300 million.

- By the 1980s, net income exceeded $1 billion.

- In the 1990s, net income surpassed $3 billion.

- In the 2000s, net income reached around $4 billion.

- Recent years have seen net income in the range of $8-9 billion.

3. Total Assets: - Total assets have grown significantly over the years.

- In the 1970s, total assets were around $2 billion.

- By the 1980s, total assets exceeded $7 billion.

- In the 1990s, total assets surpassed $15 billion.

- In the 2000s, total assets reached over $30 billion.

- As of recent years, total assets have been around $86-88 billion.

4. Market Capitalization: - Market capitalization, reflecting the total value of all outstanding shares, has seen substantial growth.

- In the 1980s, Coca-Cola's market capitalization was over $20 billion.

- By the 1990s, it exceeded $100 billion.

- In the 2000s, market capitalization reached over $150 billion.

- In recent years, Coca-Cola's market capitalization has been in the range of $200-220 billion.

Stock Price

Growth: Coca-Cola's stock price has experienced significant growth over the years.

While the stock has undergone fluctuations, long-term trends indicate positive performance. The stock split multiple times, contributing to its accessibility to a broader range of investors.

Dividend

Growth:

Coca-Cola has a history of consistently paying dividends to its shareholders. The company has a reputation for being a dividend aristocrat, meaning it has increased its dividend payout for many consecutive years.

CONCLUSION In conclusion, Coca-Cola's multifaceted presence in the beverage industry encompasses a spectrum of services, from manufacturing and distribution to marketing and sustainability initiatives. Its competitors are equally robust, necessitating strategic operational excellence. The company's financial strength supports its expansive vision of becoming a total beverage company, while its influence is evident in its global economic impact and cultural significance. Understanding Coca-Cola from these diverse perspectives provides a comprehensive view of a company that has not only stood the test of time but continues to evolve in response to dynamic market demands.

P.UDAY KUMAR 20011BC030 VII SEM - DTDP PROJECT STUDIES

Things go better with Coca-Cola