Coca cola company

High School ・Business ・APA ・1 Sources

Coca-cola is a multinational company that deals with different types of soft drinks and its headquarters is in Atlanta. In a market consisting over two hundred countries, the firm is totally responsible for more than one hundred and sixty different beverages. It brand consist of sprite, coke, Dasani, Fanta, coca cola classic minute maid etc. Founded in 1886 by a sole business man named John S Pemberton, the company values includes: integrity, accountability, leadership, diversity, passion and quality. In 1986, the first coca cola recipe was invented by Mr. Pemberton. The drink was sold as syrup to the customers to make them feel better until Pemberton realized carbonated water could make it better than plain water. With this improvement, the coca cola beverage we know today was born. 
In 1887, Mr. Pemberton sold the company to his close friend Mr. Asa Candler because his health was deteriorating. Candler became the owner of the firm and in 1891 he made several improvements that made the company to become popular (Laurie, 2011). Because of its continuous growth and popularity across USA and other countries, Coca cola began expanding to different states that later made it to become one of the biggest multinational company. 
The company kept improving its products slogans, advertising strategies, its logo among other aspects. In 2008, coca cola began sponsoring big games and also established a Facebook page which has managed to attract more than twenty two million followers across the world (Laurie, 2011). In 2009, the company became a billionaire dollar brand and in 2010 it captured the whole of North American bottling business. As at 2011, it celebrated its 125 years of successful business operation.
As a result of continuous innovation and research the company changed various things to fit the desires and lifestyle of the current generation. Some of the changes comprise of expanding its line of production to juices, coffee, water among others, implementing new marketing strategies such as use of social media and so on. Based on the fact this changes are made to improve customer loyalty and satisfaction, they have enabled the company to get a competitive edge in most of the countries. Besides being number one, it is also the most valued soft drink production firm in the word. 
Unlike in the past, recent changes in the beverage industry has been making Coca cola to face various challenges such as continuous rivalry with its main competitor Pepsi, economic issues in some of countries, changes in consumer buying behavior and so on. Its management has been modifying some of the things that define the organization such as the coca cola symbol in order to feature the state-of the-art technology, as well as its slogans to be more attractive to the consumers. Currently, the company operates under its famous slogan “taste the feeling”
The coca cola logo is iconic for being universally recognizable. The company has been using this logo and its slogan “taste the feeling” in most of its adverts to improve its brand recognition.  It has also been using its iconic “share a coke” campaign in various social media platforms to attract as many consumers as possible. The use of social media has made the company to connect with billions of consumers in different parts of the world.


Laurie , R. H. (2011). Determining the Value of the Coca Cola Company-A Case Analysis. Journal of the International Academy for Case Studies, 17(7), 89-99.

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