Company OverviewHistory<br /><ul><li>1886: John Pemberton, an Atlanta pharmacist, stirred up a fragrant, caramel-colored liquid and 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.
1920-1960s: Coke was introduced overseas and became a partner of the Olympic games. By the time WWII was over, Coke doubled their bottling plants across the country and overseas.</li></li></ul><li>Company Overview:History<br /><ul><li>1960-1989: Coke adds new flavors to their offerings such as Sprite, Minute Maid Juice, and Fantana. In 1982 Diet Coke was rolled out to a new health conscience audience and within 2 years became the top diet soft drink in the world.
1990s: A decade of consistent growth with the introduction of new products such as Powerade and Dasani bottled water.
2000-Now: 1.4 billion beverages are sold each day. Coke continues to look to delight its customers who reach for one of their products by focusing on what the demand is within local communities. </li></li></ul><li>Coca Cola Brands<br />
Industry Overview<br />Non alcoholic beverages represent 60% of the beverage industry<br />Soft drinks, fruit juices, bottled water, milk, sports drinks, ready-to-drink tea & coffee<br />Leaders in this segment are Coca Cola & Pepsi, which together hold over 50% of the market<br />The beverage industry is highly competitive on pricing, packaging, marketing, and developing new products which leads to pressures from shareholders to expand portfolio of brands<br />
Industry Analysis – Share Price<br />Price<br />Time<br />
Future Strategy<br />Coca-Cola’s 2020 Vision, the 6 P’s:<br />Profit: More than double system revenue by 2020 while increasing system margins<br />People: Be a great place to work<br />Portfolio: More than double servings to over three billion a day by 2020 and be #1 in the nonalcoholic ready-to-drink business in every market and every category that is of value <br />Partners: Be the most preferred and trusted beverage partner <br />Planet: Be the global leader in sustainable water use and industry leadership in packaging, energy and climate protection <br />Productivity: Manage people, time and money for the greatest effectiveness <br />
SWOT Analysis<br />Strengths:<br />Leading market presence, built on strong brand<br />Robust manufacturing and distribution capabilities<br />Strong global footprint<br />Weaknesses:<br />Destocking of products as the consumer preference shifts to value brand products<br />Opportunities:<br />Growing per capita consumption in developing economies<br />Acquisitions of major North American bottler<br />Growing Non-Alcoholic ready-to-drink beverage industry.<br />Threats:<br />Evolving consumer preferences<br />Water scarcity and poor quality would impact production costs and capacity<br />