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Angelique Dougan Brooke Chidester Julie Tomaszycki Matthew Mendoza Philip Mohler Steven Shannon Talitha Tinsman Instructor: Bonnie Buchanan BUS-205-B Global.

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Presentation on theme: "Angelique Dougan Brooke Chidester Julie Tomaszycki Matthew Mendoza Philip Mohler Steven Shannon Talitha Tinsman Instructor: Bonnie Buchanan BUS-205-B Global."— Presentation transcript:

1 Angelique Dougan Brooke Chidester Julie Tomaszycki Matthew Mendoza Philip Mohler Steven Shannon Talitha Tinsman Instructor: Bonnie Buchanan BUS-205-B Global Business December 2, 2013

2 The History Of Coca-Cola Started with an idea in 1886 by Dr. John S. Pemberton In 1887 Frank M Robinson came up with the name and script for “Coca-Cola” The same script is still used in the name today 5 cents a glass when this new beverage first came out In 1891 Asa Griggs Candler became the sole owner of Coca-Cola following the death of Dr. Pemberton

3 History (Up to the 1950’s) Coca-Cola was first bottled and sold for home consumption in 1894 in Mississippi In 1899 three Tennessee business men purchased the exclusive to bottle Coca-Cola from Asa Candler for the grand sum of $1 Mr. Candler did not believe that bottling would be an effective way to sell beverages due to its high cost

4 History In 1919 a consortium led by Ernest Woodruff purchased the company for $25 million That same year Coca-Cola went public and sold common stock for $40 a share and preferred stock for $75 a share

5 History (1950’s) Coca-Cola began advertising on television to reach more customers Pepsi was emerging as a competitive threat Coca-Cola introduced the king-size and family-size container Easier for the shopper than carrying a six pack

6 History (1960’s) Coca-Cola came out with a low calorie drink named TaB Aimed at calorie-conscious consumers To catch the attention of their customers the “B” was capitalized By 1964, ten percent of the weight watching market had chosen TaB as their new number one soft drink Sprite, Minute Maid, Fresca

7 History (1970’s) By 1971, the slogan “The real thing” presented a diverse group of young people on an Italian hillside singing together “I would like to teach the world to sing in perfect harmony, I would like to buy the world a Coke and keep it company.” Football player “Mean” Joe Greene played in a commercial Other countries liked the ad so well that Coca-Cola was now being used globally to advertise Coca-Cola with their sports stars

8 History (1980’s) A marketing nightmare for Coca-Cola had occurred Pepsi was gaining in the competition Blind taste test showed that the new Coca-Cola was preferred over the old Classic Coca-Cola On April 23, 1985, the classic Coca-Cola was being replaced with the new Coca-Cola formula Consumers were not happy About 8,000 calls were coming in daily complaining about the taste of the new Coca-Cola being on the market

9 History (1990’s Until Present) Coca-Cola introduced products such as Vanilla Coke, Cherry Coke, and Sprite to keep their customers interested Coca-Cola was the top ranked beverage in the United States In 2006, Fortune 500 ranked Coca-Cola and Coca-Cola Enterprises as the number one and number two beverage companies to work for In 2007, the World of Coca-Cola opened to the public in Atlanta, Georgia.

10 The World of Coca-Cola World’s largest memorabilia exhibition/museum featuring the history of Coca-Cola Company Multiple hands-on tours Able to bring huge groups Must buy tickets in advance

11 Coca-Cola’s Mission Statement “To refresh the world, to inspire moments of optimism and happiness and to create value and make a difference. Coca Cola is a company in the beverage industry. It produces hundreds of brands, including soft drinks, fruit juices, sports drinks and other beverages.”

12 Trade Theories Competitive advantage Global brand Entered every national market in the world with the exception of a few countries such as North Korea North Korea has a labor market that Coke will tap into Cheaper labor https://www.youtube.com/watch?feature=player_embedd ed&v=Og-1DtdDXaw https://www.youtube.com/watch?feature=player_embedd ed&v=Og-1DtdDXaw

13 Marketing and Global Strategies Success related to the core of Coca-Cola’s growth and popularity The three key strategies Coca-Cola has used to grow their business and expand across the globe include Implementing global marketing strategies while gaining partnerships internationally Product quality Technology advancement

14 Marketing and Global Strategies Memorable slogans Drink Coca-Cola Things go better with Coke Good ‘til the last drop It’s the real thing Always Coca-Cola Enjoy, Life tastes good Popular song “I want to buy the world a Coke,” produced in 1971 by Billy Davis

15 Marketing and Global Strategies Coca-Cola has also sponsored many other sporting events such as: The International Federation of Association Football (FIFA) National Hockey League (NHL) National Basketball Association (NBA) National Football Association (NFL) Major League Baseball (MLB) NASCAR Cricket World Cup

16 Marketing and Global Strategies “Currently, over 70% of Coca Cola’s business income is generated from non-U.S. sources.” (Coca-Cola Company, 2012) Multi-million dollar company The road to success has not always been an easy one Many countries have banned the use of Coca-Cola products because they have claimed that these products are threatening public health and encouraging obesity

17 Marketing and Global Strategies Ahmet C. Bozer: Senior Operations Leader at Coca-Cola “As our business has expanded over the years, so has our community support grown to create and support projects most relevant to local communities around the globe… At the Coca- Cola Foundation, we help keep that commitment every day by partnering with organizations around the globe to support initiatives and programs that respond in a meaningful way to community needs and priorities… Established in 1984 and funded by the Coca-Cola Company, we are concentrating our community support in several priority areas across the globe, we support initiatives focused on: water stewardship, health and active lifestyles, community recycling, and education… Our community commitment is shared across the Coca-Cola system, when natural disasters strike, the Coca-Cola Foundation and the entire Coca- Cola system respond to offer emergency relief.” foundationhttp://www.coca-colacompany.com/our-company/the-coca-cola- foundation

18 Foreign Policy Foreign Policy is a government's strategy in dealing with other nations More than 200 countries that they operate in (Journey Staff, 2012) Over 900 plants around the world (Journey Staff, 2012)

19 SStrengths WWeaknesses OOpportunities TThreats Analysis

20 Strengths Fan Base Quality Polar Bear Campaign Social Responsibility

21 Weaknesses Unhealthy Products Little Advertising

22 Opportunities Healthier Drinks Advertise More Social Responsibility Helping with the newest disaster in the Philippines Seeing-Coca-Cola-Ads-For-A-While-The-Reason-Why-Is- Amazing#.Uo97yZNYg80.facebookhttp://www.sunnyskyz.com/good-news/441/You-Won-t-Be- Seeing-Coca-Cola-Ads-For-A-While-The-Reason-Why-Is- Amazing#.Uo97yZNYg80.facebook

23 Threats Economy Raising Health Concerns Other Drink Companies

24 References All images of Coca-Cola products and logos belong to Coca-Cola, they were obtained from images tab coca-cola-foundation coca-cola-foundation

25 References (Continued) Coca-Cola. (2011). Coca-Cola. Retrieved December 2013, from Coca-Cola. (n.d.). Our Company. Retrieved December 2013, from company/the-coca-cola-foundation Coca-Cola. (n.d.). The History of Coca-Cola. Retrieved December 2013, from /50.html

26 References (Continued) Journey Staff (2012, January 01). Economic opportunity. Retrieved from /stories/economic-opportunity gdp gdp Kedar, P. (2012, January 03). The coca-cola kingdom. Retrieved from gdp Reuters (2013, November 11). Coca-cola to invest $4b, build new plants in china. Retrieved from IANS. (2013, October 24). New coca cola bottling plant opened in up. Retrieved from


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