SEM 1

1. Principles of Business
Seminar:
The Company That Claimed Christmas:
Coca-Cola
Topic Number:1

2. Overview
Coca-cola is one of the most iconic global brands in the world
currently touching 1.9 billion people everyday. The organisation is
around 125 years old and still maintains its vitality and relevance
with its consumers around the world.
In this opening seminar we will discover all about this remarkable
organisation, what has made it successful and how it has evolved
over time. Clearly given its significant global reach it has a big
impact on society and the sustainability of the environment.
In recent years, Coca-Cola has suffered by being branded a self-interested
corporation. We will look at how they are changing this
perception and also the types of initiatives they are involved in to
play their role for society.

3. 3
Learning outcomes of this seminar
• Develop and determine the evolution of the organisation
and how it has build a scalable business
• Understand and articulate the key element of Cokes values
and mission
• Articulate the key trends Coke should be mindful of and
their strategic objectives?
• Highlight key activities Coke gets involved in to better the
environment and places in which they operate

4. Agenda for this seminar
Describe how the historical context of the organisation and how they
built a scalable business
Articulate Coke’s values and mission
What are the key trends Coke should be mindful of? What are their
strategic objectives?
What are Coke’s priorities from a sustainability point of view?

5. Structure for the session
You will have
15 minutes to
discuss each
question
We will have a
de-brief at the
end of each 15
minutes to hear
your thoughts
on each area
Feel free to ask
questions but
please do not
have separate
conversations
‘we are all in
this together’!

6. A Brand that is known Everywhere in the World
Wherever you go there are
three icons that everybody
knows…Jesus Christ, Pele and
Coca-Cola
Pele

7. A Brand that Owns Christmas (not literally!)
Source: www.Coca-Colacompany.com

8. Key Facts
Source: www.Coca-Colacompany.com

9. Did you know this about Coke?
View video: http://www.youtube.com/watch?v=21ak-6nA8Zo#t=71

10. Describe how
the historical
context of the
organisation and
how they built a
scalable
business

11. Discuss

12. Articulate the key
elements of Coke’s
mission and values

13. Discuss

14. What are the
key trends Coke
should be
mindful of?
What are their
strategic
objectives?

15. Discuss

16. What is Coke’s
priorities from a
sustainability point
of view?

17. Discuss

18. End of Seminar
Note: This recording is for your
personal use only and not for further
distribution or wider review.
© Pearson College 2013