Company Case StudyAn electronic Portfolio Assignment<br />Brought to you by:<br />BRYAN KNAUFF<br />
Coca-Cola <br /><ul><li>The Coca Cola Company owns more than ½ of the world’s beverages.
Coca Cola is recognized by 94% of the world’s population.
Even squirrels like Coke.</li></li></ul><li>A History<br />Coca-Cola has been sold since 1886, when Dr. John Pemberton first created it. In time, it has become the largest beverage company in the world, with over a million of it’s drinks drunk every day.<br /><ul><li>Coca-Cola was first sold to the public in Atlanta at Jacob’s Pharmacy.
Initially only 9 servings of the soft drink were sold each day
Sales for the first year were only $50, but the expenses were $70.
In 1888, Asa Griggs Candler bought the company and sales increased in the U.S. over 4000% due to advertizing.
In 1921, Robert Woodruff began marketing Coca Cola outside the U.S.
In 1961, the Coca Cola Company dramatically expanded its horizons from fountain drinks to Minute Maid juices … eventually leading to 400 brands.
Now, hundreds of millions of Coca Cola products are sold each day with profits in the billions … it’s one of the most profitable companies ever.
Coca cola was even the first soft drink in space. </li></ul>Info from <http://heritage.coca-cola.com/><br />
A History (cont.)<br />Analysis of Coca Cola Success<br /><ul><li>Effective Advertising & Catchy slogans
Marketing overseas using the Olympics and America’s involvement in World War II
Expanding it’s brands with different flavors and types of drink to appeal to a greater variety of people and cultures
Keeping their product affordable</li></ul>Coca Cola bottle designed for outer space<br />
Business Risks<br />Risks & Challenges<br /><ul><li>Coca Cola product was initially unknown
Distribution was difficult</li></ul>Info from:<br /><http://inventors.about.com/od/cstartinventions/a/coca_cola.htm><br />John Pemberton, Founder of Coca Cola<br />
Business Risks<br />Analysis of Risks & Challenges<br /><ul><li>Nobody knew what a “Coca Cola” was at first, and were not sure what was in it and were hesitant to try it.
Had only one flavor, which limited its appeal to a wide variety of people.
Entrepreneur had little start up money and could not produce large quantities or sell from multiple locations … was cooked in the backroom of a pharmacy in a bronze kettle.
Relied upon “word of mouth” to advertize, which meant he only could reach a small number of people to increase demand
There were a lot of other drink competitors that had a variety of flavors and brands and money to back them.
Distribution was challenging in 1886 with few good roads, no trucks or planes to speed delivery, etc. </li></ul>Info from: <http://inventors.about.com/od/cstartinventions/a/coca_cola.htm><br />
Impact On Georgia<br />Analysis<br /><ul><li>Jobs : For every job in Coca Cola, 10 other jobs in the community are created in support. i.e., recycling jobs, transportation jobs, etc.
Tax Revenue: Coca Cola pays millions of dollars for tax revenue in Georgia which helps pay for infrastructure, education, roads, highways, etc.
Help to Georgians in need: Provides millions of dollars for charities like Habitat for Humanity, Boys and Girls Clubs of America, Special Olympics, etc.
Tourism dollars: Brings thousands of tourists each year to Atlanta where they buy souvenirs, stay in hotels, etc.
Help to the Environment: Supports recycling programs and water programs that insure healthy watersheds (Atlanta is in dire need of this)
Educational support: Has the “Coca Cola Scholars Program” which is one of the most recognized and respected corporate-sponsored scholarships in the U.S.
International recognition: Many people recognize Georgia, especially Atlanta, as the place were Coca Cola was founded, which attracts many businesses.</li></ul>Info from: http://heritage.coca-cola.com/ and <br />http://www.thecoca-colacompany.com/citizenship/economic_impact.html <br />
Impact On Georgia<br /> Coca Cola Has Brought … <br /><ul><li>Jobs
International recognition</li></ul>Info from: http://heritage.coca-cola.com/ and <br />http://www.thecoca-colacompany.com/citizenship/economic_impact.html <br />
Transportation Systems<br /> Analysis of Transportation Uses<br /><ul><li>Interstate Highway System: Coca Cola bottling companies, distribution companies, and its Headquarters is located in Atlanta, which is a strategic hub for several interstate highways that leads all directions (north, south, east, and west.
Deep water ports: Georgia has the Port of Savannah, which is the 2nd largest deep water port on the east coast.
Hartsfield Jackson International Airport: This is a major international airport that is linked world-wide to Europe, Asia, and Latin America.
Rail system: Atlanta is a key rail center of the U.S. rail system. Coca Cola uses it for shipping its products at a very low cost ($400 per ton).</li></li></ul><li>Transportation Systems<br />The Coca Cola Company uses a variety of transportation systems to get their products to you.<br /><ul><li>Interstate Highway System
Rail system</li></li></ul><li>Connection<br />Starting a new product or company has as many challenges today as it did 100 years ago. You still need to pick the right product, sell it at the right price, and market it successfully. <br />For Instance …<br />Recent Product Failure … The Hummer<br /><ul><li>Not Affordable