Doctor John Pemberton a pharmacist from Atlanta Georgia invented Coca Cola in May, 1886 (Bellis, 2013). The name of the product was created by Doctor Pemberton’s bookkeeper, Frank Robinson. A year later, Doctor Pemberton sold the Coca Cola formula to another pharmacist named, Asa Candler. Asa Candler purchased the formula for $2,300 and began to aggressively market the Coca Cola product. In 1890, Coca Cola became one of the most popular fountain drinks (Bellis, 2013). The success of Coca Cola is due to Asa Candler advertising campaigns. Independent companies licensed to sell Coca Cola drink, began to sale the product (Bellis, 2013).
Today, Coca Cola is sold globally, and in keeping with the same principle in its innovation of creating and marketing Coca Cola products. Aligning Coca Cola Vision, Mission, and Values Coca Cola thrives on continuing to look ahead, understanding the trends as the world changes. Their future vision and mission surround creating long-term purpose for the company, in which provides a strategic plan for winning together with their bottling partners (Coca Cola Company, 2013) and “To refresh the world, To inspire moments of optimism and happiness, and To create value and make a difference” (Coca Cola Company, 2013).
The Coca Cola’s values serve as the outline of their strategic plan and controller to every phase of the company, by labeling what the company need to achieve in effort to continue attaining sustainable and continued growth. Their values encompass leadership, collaboration, integrity, accountability, passion, diversity and quality. The Coca Cola Company focuses on the needs of their consumers, customers and franchise partners (Coca Cola Company, 2013). They go out into communities and listen, observe and learn from what the customers’ want. The Coca Cola Company has made a commitment to human rights and workplace rights (Coca Company, 2013).
In 2005, the Coca Cola Company, (2013), instituted “ A policy commitment to meet the responsibility to respect human rights; A due diligence process to identify, prevent, migrate and be accountable for human rights abuses; and Processes to enable the remediation of and adverse human rights impacts the company causes or to which it contributes. ” Additionally, the Coca Cola Company, created five checklists relating to human rights, which includes, migrant labor, child labor, and plant sitting for manager across the company, with instructions (Coca Cola Company, 2013).
Coca Cola’s External and Internal Environmental Analysis The strengths of Coca Cola are globalization. Coca Cola and Pepsi are the two main competitors in the soft drink industry; therefore, there is little threat to enter the industry. To enter the industry, competitors will need to establish an area to compete, build a reputation with the bottling industry, and produce money for trucks, warehouses, labor, marketing and advertising.
Lastly, the greatest strength of all is it brand name, Coca Cola has built a globally known for their product. The shortcomings of drinking Coca Cola products are the sugar, health, and dental risks associated with the daily amount of consumption. Also Coca Cola is having difficulty maintaining sales globally, due to sluggish economy. Coca Cola takes full advantage of marketing its brand name and continuously market its brand name globally. Coca Cola is known throughout 94% of the world (Marketing Plan, 2013).
The bottling system allows Coca Cola Company to benefit from endless growth opportunities and to service large geographical and diverse areas (Marketing Plan, 2013). Conclusions Coca Cola has developed and continues to develop their strategic plan for marketing and advertising their products. The Coca Cola has found innovated methods, such as social media, commercials, and creative slogans to continue marketing their product. Coca Cola continues to reinvent and its products and marketing strategies. References Bellis, Mary (2013).
