Coca-ColaBy: Tony Fanola

History of Coca-Cola

1886-Present

1886-1892

Coca-Cola is enjoyed in the United States

Coca-Cola made its debut in Atlanta, at Jacobs’ Pharmacy Soda Fountain, where it sold

for 5 cents a glass

Atlanta Beginnings

Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed -- this new drink was something special. So Jacobs' Pharmacy put it on sale for five cents a glass.  

**Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way.**

1893-1904

Music hall performer Hilda Clark appears in advertisement

As a G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. He knew there were thirsty people

out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of

Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and

apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and

the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago,

Dallas and Los Angeles.  

Beyond Atlanta

1905-1918 

Coca-Cola is enjoyed in 8 countries worldwide.

To combat copycats, coca-cola develops a unique bottle

Safeguarding the brand 

Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. This was a great product, and a great brand. Both needed to be protected. Advertising focused on the authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no substitute."  

 

1919-1940Coca-Cola is enjoyed in 53 countries worldwide

The convenient packaging revolutionizes soft drink consumption by enabling people to enjoyCoca-Cola anywhere

The Woodruff LegacyPerhaps no person had more impact on The Coca-Cola Company than Robert Woodruff.

Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack, the open top cooler, and many other innovations that made it easier for people to drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge success, but a big part of people's lives.

1941-1959 Coca-Cola is enjoyed in 120 countries worldwide

Females are used to introduce the use of the word coke

The War and its Legacy 

In 1941, America entered World War II. Thousands of men and women were sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business overseas.  

1960-1981 Coca-Cola is enjoyed in 163 countries world

wide

During the 70’s, Coca-Cola thrilled the world with itsexciting and dynamic advertisement

A World of Customers 

After 70 years of success with one brand, Coca-Cola®, the Company decided to expand with new flavors: Fanta®, originally developed in the 1940s and introduced in the 1950s; Sprite® followed in 1961, with TAB® in 1963 and Fresca® in 1966. In 1960, The Coca-Cola Company acquired The Minute Maid Company, adding an entirely new line of business -- juices -- to the Company.

The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more.  

1982-1989 Coca-Cola is enjoyed in 160 and sixty country world wide

Coke In Space

In 1985 coke becomes the first soft drink ever in space.

 

Diet Coke and New Coke

The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who fled Castro's Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent risk taking."  

Among his bold moves was organizing the numerous U.S. bottling operations into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke®, the very first extension of the Coca-Cola trademark; within two years, it had become the top low-calorie drink in the world, second in success only to Coca-Cola.  

The company uses its longstanding association

with athletic events including the Olympic games

and the FIFA World Cup

1990-1999

Coca-Cola is enjoyed in nearly 200 countries world wide.

 

New Markets and Brands

The 1990s were a time of continued growth for The Coca-Cola Company. The Company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup™ football (soccer), Rugby World Cup and the National Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR racing, connecting the brand with one of the world's fastest growing and most popular spectator sports.  

And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993.  

New beverages joined the Company's line-up,

 

2000-NOWCoca-Cola is enjoyed in more than 200 countries world wide.

Welcome to the Coke side of life.

 

Number of Employees:146,200

Headquarters: ATLANTA, GEORGIA

 Main Sources of Income:

Sales from Coke, Diet Coke, and Desani

Market Capital of Coca-Cola as of May 2011:

$156.08 Billion

 

Stock Prices

April 19, 2012: 74.17

52 Week High:: 74.48

52 Week Low:: 63.34

Annualized Dividend: 2.04Dividend Yield: 2.75%

 

o Strengthso Weaknesseso Opportunitieso Threats

SWOT Analysis

 

Strengthso Popularityo well knowno branding obvious and easily

recognizedo A lot of financeo customer loyaltyo International Trade

Coca-Cola has strong brand recognition across the globe. The company has a leading brand value and a strong brand portfolio. Business-Week and Interbrand, a branding consultancy, recognize. Coca-Cola as one of the leading brands in their top 100 global brands ranking in2006.

 

Weaknesseso Word of mouth o lack of popularity of many Coca

Cola’s brands o Most unknown and rarely seen o result of low profile or non-existent

advertising o health issues

The company received negative publicity in India during September 2006.The company was accused by the Center for Science and Environment (CSE) of selling products containing pesticide residues. Coca-Cola products sold in and around the Indian national capital region contained a hazardous pesticide residue. These pesticides included chemicals which could cause cancers, damage the nervous and reproductive systems and reduce bone mineral density. Such negative publicity could adversely impact the company’s brand image and the demand for Coca-Cola products. This could also have an adverse impact on the company’s growth prospects in the international markets

 

Opportunities

o many successful brands to pursueo advertise its less popular productso buy out competition. o More Brand recognition

Hispanics are growing rapidly both in number and economic power. As a result, they have become more important to marketers than ever before. In 2006, about 11.6 million US households were estimated to be Hispanic. This translates into a Hispanic population of about 42million. The US Census estimates that by 2020, the Hispanic population will reach 60 million or almost 18% of the total US population. The economic influence of Hispanics is growing even faster than their population. Nielsen Media Research estimates that the buying power of Hispanics will exceed $1 trillion by 2008- a 55% increase over 2003 levels. Coca-Cola has extensive operations and an extensive product portfolio in the US

 

Threatso changing health-consciousness

attitude o legal issues o Health ministerso competition (Pepsi)

Intense competition Coca-Cola competes in the nonalcoholic beverages segment of the commercial beverages industry. The company faces intense competition in various markets from regional as well as global players. Also, the company faces competition from various nonalcoholic sparkling beverages including juices and nectars and fruit drinks. In many of the countries in which Coca-Cola operates, including the US, PepsiCo is one of the company’s primary competitors. Other significant competitors include Nestle, Cadbury Schweppes, Grouped DANONE and Kraft Foods. Competitive factors impacting the company’s business include pricing, advertising, sales promotion programs, product innovation, and brand and trademark development and protection. Intense competition could impact Coca-Cola’s market share and revenue growth rates.

 

RecommendationsI recommend that a person should not purchase stock in this company right now because I feel that it is too high. The price is 11 dollars higher than its

lowest stock price for the last 52 weeks. This does not mean that a person should

not think about buying stock in the future. Coca-Cola is enjoyed in over 200

countries world wide and has been around longer that any other Cola

Company!

http://www.google.com/ 

Works Citedhttp://www.coca-cola.com/en/index.html

http://www.scribd.com/hammy_644/d/9995196-Swot-Analysis-of-Coca-Cola