The Coca-Cola Company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company.
MISSION Everything we do is inspired by our enduring Mission: To Refresh the World...In body, mind, and spirit. To Inspire Moments of Optimism...Through our brands and our actions. To Create Value and Make a Difference...Everywhere we engage.
VISION To achieve sustainable growth, haveestablished a Vision with clear goals: People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurturing a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.
VALUES Guided by shared values that we will live by as a company and as individuals: Leadership: “The courage to shape a better future” Passion: “Committed in heart and mind” Integrity: “Be real”
Accountability: “If it is to be, it’s up to me” Collaboration: “ Leverage collective geniue” Innovation: “Seek, image and create” Quality: “What we do, we do well”
COMPETITION The major competition faced by Coca Cola International is Pepsi Co. PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. Major Pepsi Co. products include:Pepsi ,Mirinda, Mountain Dew, Pepsi Blue, 7up
MARKETING STRATEGIES The strategy for the future of the company is very straightforward. The marketing strategy for the year 2010 is as follows:
Accelerate carbonated soft-drink growth, led by Coca-Cola.
Selectively broaden the family of beverage brands to drive profitable growth.
Grow system profitability and capability together with our bottling partners.
Serve customers with creativity and consistency to generate growth across all channels.
Direct investments to highest potential areas across markets.
Drive efficiency and cost-effectiveness everywhere.