Case Study of Coca-Cola

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THE COCA-CALA COMPANY STRUGGLES WITH Coca-Cola Company is an American multinational beverage corporation and manufacturer. It is also the world’s largest beverage company. It was founded in 1886 and its organization is headquartered in Atlanta, Georgia. Its famous product is Coca-Cola which is sold all over the world. It was invented by pharmacist John Stith Pemberton in 1886. Then Asa Griggs Candler bought the formula and brand of Coca-Cola and incorporated the Coca-Cola Company. Besides the coke, it also offers other more than 500 brands in over 200 countries including Powerade, Minute Maid, and Dasani water. With the development of company, the Coca-Cola Company created and operated the world’s largest distribution system. It satisfies the global demand. From the report of Coca-Cola Company, it serves over 1.7 billion servings of its products every day. By the late 1990s, Coca-Cola had gained more than 50 percent global market share in the soft drink industry. It began trading stock as a publicly held company and listed on the NYSE in 1919. And it is worth mentioning that its stock is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Since 1986, Coca-Cola has developed rapidly and became one of the top 500 corporations worldwide, known as the Fortune Global 500. Now its current chairman and chief executives is Muhtar Kent. As we know, the market Coca-Cola Company in is purely competitive market, which is the market with a large number of independent firms selling identical products, and with easy entry into and exit from. So it has a lot of competitors. Among these competitors, the PepsiCo Inc., which sells its product in larger portions for the same price as Coke, is the largest one. In a long period, although Coca-Cola Company always reigns supreme, PepsiCo Inc. constantly develops itself. By early 2006

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