Coca-Cola Case Study 2007 Strategic Management


History analysis

In May, 1886, Coca Cola was invented by Doctor John Pemberton apharmacist from Atlanta, Georgia. John Pemberton concocted the CocaCola formula in a three legged brass kettle in his backyard.

Being a bookkeeper, Frank Robinson also had excellent penmanship. Itwas he who first scripted "Coca Cola" into the flowing letters which hasbecome the famous logo of today.

The soft drink was first sold to the public at the soda fountain inJacob's Pharmacy in Atlanta on May 8, 1886.

Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut.

Until the 1960s, both small town and big city dwellers enjoyedcarbonated beverages at the localsoda fountainor ice cream saloon.Often housed in the drug store, the soda fountain counter served as ameeting place for people of all ages. Often combined with lunchcounters, the soda fountain declined in popularity as commercial icecream, bottled soft drinks, and fast food restaurants became popular.

On April 23, 1985, thetrade secret"New Coke" formula was released.Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day.

Vision Statement

(actual)To maintain our reputation as the leading cola company in the world.

Mission Statement

(actual)Everything we do is inspired by our enduring mission:

To Refresh the World

... in body, mind, and spirit.

To Inspire Moments of Optimism

... through our brands and our actions.

To Create Value and Make a Difference

... everywhere we engage.(proposed)At Coca Cola we believe our main responsibility is providing customers (1) withrefreshing beverages including soft drinks, water, energy drinks, juices, and tea (2) to fitany occasion in their day to day lives (6). Our signature product, Coke (7), is a favoritearound the world and a wide variety of our products are sold in over 200 nations (3). Weuse the only the most sophisticated equipment (4) to process and make our products to


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Analysis of Strategic Management in Coca Cola - UK …

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