A Review of the Coca-Cola Company Term Paper by Nicky

A Review of the Coca-Cola Company
A brief examination of the Coca-Cola company.
# 149117 | 1,295 words | 6 sources | APA | 2011 | US
Published on Nov 25, 2011 in Business (Companies) , Business (Marketing)

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The paper provides an overview of the Coca-Cola company and looks at its core competencies and competitive advantage. The paper examines the external factors that impact Coca-Cola's marketing strategies, its geographic and consumer target markets and its focus on all aspects of the marketing mix.

Company Description
Core Competencies and Competitive Advantage
Situational Analysis
Target Markets
Marketing Mix

From the Paper:

"The Coca-Cola Company (NYSE: KO) was founded by John Pemberton in 1886 in Atlanta. Pemberton did not live to see the success of his product, however. Asa Candler acquired the rights to the product and logo by 1891, and proceeded to build the company over the subsequent years. The company spread across the nation rapidly, with three new plants set up within just a few years. Candler marketed the product aggressively. By 1894, Coca-Cola was bottled by a franchisee in Mississippi, a development that allowed for the soda fountain beverage to be enjoyed at home. The product's international spread began and Coca-Cola was already under attack from imitators. These attacks led to the development of the iconic bottle shape, six-packs and more aggressive marketing to distinguish the brand from imitators (Coca-Cola.com, 2009).
"Today, Coca-Cola is the leading producer of non-alcoholic beverages, owning four of the top five brands in the category (Ibid). The company owns over 3000 products, which are sold in over 200 countries worldwide. The company has 13 brands that are do over $1 billion in annual sales (Coca-Cola Company Fact Sheet, 2009). The company's global reach is evident in the fact that over 70% of its revenues are generated outside of North America. Sales last year were $31.73 billion and profits $5.66 billion (2008 Annual Report) and its market cap is over $110 billion at present (MSN Moneycentral, 2009)."

Sample of Sources Used:

  • Coca-Cola 2008 Form 10-K. Retrieved June 18, 2009 from http://www.thecoca-colacompany.com/investors/pdfs/form_10K_2008.pdf
  • Coca-Cola 2008 Annual Review. Retrieved June 18, 2009 from http://www.thecoca-colacompany.com/investors/pdfs/2008_annual_review/2008_annual_review.pdf
  • MSN Moneycentral. Retrieved June 18, 2009 from http://moneycentral.msn.com/detail/stock_quote?Symbol=ko&getquote=Get+Quote
  • Coca-Cola website. Retrieved June 18, 2009 from http://heritage.coca-cola.com/
  • Coca-Cola Company Fact Sheet. Retrieved June 18, 2009 from http://www.thecoca-colacompany.com/ourcompany/pdf/Company_Fact_Sheet.pdf

Cite this Term Paper:

APA Format

A Review of the Coca-Cola Company (2011, November 25) Retrieved August 18, 2022, from https://www.academon.com/term-paper/a-review-of-the-coca-cola-company-149117/

MLA Format

"A Review of the Coca-Cola Company" 25 November 2011. Web. 18 August. 2022. <https://www.academon.com/term-paper/a-review-of-the-coca-cola-company-149117/>