The Coca-Cola Company

Paper Summary:

This paper looks at how Coca-Cola is one of the best managed companies in the beverage industry, and has successfully been able to capitalize on their innate strengths of branding, innovation, new product development and introduction, global expansion and the development of world-class supply chain planning and execution systems and processes. The paper also provides a five year summary of Coca-Cola's income statement and balance Sheets, in addition to an analysis of their key financial ratios over the last five years.

Outline:
Executive Summary
Company Culture and Strengths
Ethical Challenges
Employment
Summary

From the Paper:

"As with any global enterprise, there are ethical challenges the company has. The most prevalent is the use of suppliers globally that are not as ethically minded or as tightly regulated as American-based companies (Smith, 2007). In addition to the supply chain challenges, there are those of how the company uses and by many critics' analyses, wastes vast amounts of water in their production process (Business: In hot water; Coca-Cola, 2005). Coca-Cola has moved to a revised production process that ensures water is more effectively used and conserved. In addition, the company has instituted programs to ensure its suppliers abide by ethical standards and do not hire underage workers or practice wage exploitation. Nonetheless, as Coca-Cola's supply chain is so large and diverse, there is a continual effort required to ensure that the entire supply chain stays in compliance to ethical standards. "

Sample of Sources Used:

• Bradbury, Mike and Kissel, Neal (2006). Investment in marketing: the allocation conundrum. The Journal of Business Strategy, 27(5), 17-22. Retrieved March 20, 2008, from ABI/INFORM Global database. (Document ID: 1140292571).
• Business: In hot water; Coca-Cola. (2005, October). The Economist, 377(8447), 78. Retrieved March 19, 2008, from ABI/INFORM Global database. (Document ID: 909667071).
• Collins, Luke (2008). Firms Ride Innovation's Emotional Rollercoaster. Research Technology Management, 51(2), 4-6. Retrieved March 17, 2008, from ABI/INFORM Global database. (Document ID: 1445203701
• Ramsay, Bill (2003). Whither global branding? The case of food manufacturing. Journal of Brand Management, 11(1), 9-21. Retrieved March 18, 2008, from ABI/INFORM Global database. (Document ID: 443904801
• Rotzoll, Kim B (1994). For God, Country and Coca-Cola - The Unauthorized History of the Great American Soft Drink and the Company That Makes It. Journal of Marketing, 58(4), 120. Retrieved March 17, 2008, from ABI/INFORM Global database. (Document ID: 23187).

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