1. LOGISTICS CLASS EXERCISE
The Coke side of Life
Coca-Cola is the world’s most valued and best-known brand, and South Africa’s
favourite brand*.
Created in Atlanta, Georgia on 8 May 1886, the first Coca-Cola was described as
"delicious and refreshing". Not much has changed since then, and there’s still
nothing better than an ice-cold Coke to quench your thirst.
The Coca-Cola contour bottle, which dates back to 1915, is the most recognised
packaging in the world today, and the exact formula is a famous trade secret. Over
time the Coca-Cola brand has come to mean more than a drink, achieving celebrity
status in many spheres of society. It represents the power of optimism and positive
thinking. It is "happiness in a bottle", it connects people and it brings out the best in
the human spirit.
That’s why Coke is aligned with properties that embody the brand experience. In
South Africa, these "feel-good" platforms include football, music, holidays, food and
summer. Across a range of media channels, you’ll often hear about the involvement
of
Coca-Cola in landmark initiatives, like Coca-Cola Football Stars, My Coke Fest,
Coke & Food, and much more.
Coca-Cola is the only brand in the world to have an entire museum that showcases
its history, current reality and future possibility. The New World of Coca-Cola in
Atlanta is open to the public and is a "must see" if you are ever in that city. Coca-
Cola contains sugar, high carbonation levels and caffeine.
It’s real, authentic, original and the best. Its taste is indescribable.
* Markinor/Sunday Times Top Brands Survey, 2007

2. 1. Read Strydom et al., 2009. Distribution Management, pp22-25
2. Explain the difference between a supply chain and a value chain. Make sure
you include all relevant definitions and diagrams for each
3. Read Strydom et al., 2009. Distribution Management, p31
4. Sketch the flow of the international distribution system for Coca Cola and
briefly discuss with examples
5. Read Strydom et al., 2009. Distribution Management, pp60-61
6. There are three main decisions a company must make in selecting its
distribution structure: intensive, selective or exclusive. Which one of these
three have Coca Cola used in South Africa? Define the distribution structure
you have selected and provide one good reason why you know this is the
distribution structure used?