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![Page 1: Angelique Dougan Brooke Chidester Julie Tomaszycki Matthew Mendoza Philip Mohler Steven Shannon Talitha Tinsman Instructor: Bonnie Buchanan BUS-205-B Global.](https://reader030.fdocuments.net/reader030/viewer/2022032517/56649c805503460f949372c6/html5/thumbnails/1.jpg)
Angelique Dougan
Brooke Chidester
Julie Tomaszycki
Matthew Mendoza
Philip Mohler
Steven Shannon
Talitha Tinsman
Instructor: Bonnie BuchananBUS-205-BGlobal BusinessDecember 2, 2013
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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.”
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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
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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
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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
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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
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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
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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
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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)
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S Strengths
W Weaknesses
O Opportunities
T Threats
Analysis
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Strengths
• Fan Base• Quality• Polar Bear Campaign• Social Responsibility
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Weaknesses
• Unhealthy Products• Little Advertising
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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
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Threats• Economy• Raising Health Concerns• Other Drink Companies
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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
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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
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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