Coca-Cola has been sold since 1886 and is now the largest beverage company in the world. It was first sold in Atlanta at a pharmacy and sold 9 servings per day in its first year, though expenses exceeded sales. Asa Griggs Candler bought the company in 1888 and dramatically increased sales through advertising. Robert Woodruff expanded marketing internationally in 1921. Coca-Cola now sells hundreds of millions of products daily with billions in profits, owning over 400 brands.

1. Company Case StudyAn electronic Portfolio Assignment Brought to you by: BRYAN KNAUFF

3. Coca Cola is recognized by 94% of the world’s population.

5. Initially only 9 servings of the soft drink were sold each day

6. Sales for the first year were only $50, but the expenses were $70.

7. In 1888, Asa Griggs Candler bought the company and sales increased in the U.S. over 4000% due to advertizing.

8. In 1921, Robert Woodruff began marketing Coca Cola outside the U.S.

9. In 1961, the Coca Cola Company dramatically expanded its horizons from fountain drinks to Minute Maid juices … eventually leading to 400 brands.

10. 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.

11. Coca cola was even the first soft drink in space. Info from <http://heritage.coca-cola.com/>

13. Marketing overseas using the Olympics and America’s involvement in World War II

14. Expanding it’s brands with different flavors and types of drink to appeal to a greater variety of people and cultures

15. Keeping their product affordableCoca Cola bottle designed for outer space

17. Had only one flavor

18. Entrepreneur had little start up money

19. Relied upon “word of mouth” to advertize

20. There were a lot of other drink competitors

21. Distribution was difficultInfo from: <http://inventors.about.com/od/cstartinventions/a/coca_cola.htm> John Pemberton, Founder of Coca Cola

23. Had only one flavor, which limited its appeal to a wide variety of people.

24. 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.

25. Relied upon “word of mouth” to advertize, which meant he only could reach a small number of people to increase demand

26. There were a lot of other drink competitors that had a variety of flavors and brands and money to back them.

27. Distribution was challenging in 1886 with few good roads, no trucks or planes to speed delivery, etc. Info from: <http://inventors.about.com/od/cstartinventions/a/coca_cola.htm>

29. Tax Revenue: Coca Cola pays millions of dollars for tax revenue in Georgia which helps pay for infrastructure, education, roads, highways, etc.

30. Help to Georgians in need: Provides millions of dollars for charities like Habitat for Humanity, Boys and Girls Clubs of America, Special Olympics, etc.

31. Tourism dollars: Brings thousands of tourists each year to Atlanta where they buy souvenirs, stay in hotels, etc.

32. Help to the Environment: Supports recycling programs and water programs that insure healthy watersheds (Atlanta is in dire need of this)

33. Educational support: Has the “Coca Cola Scholars Program” which is one of the most recognized and respected corporate-sponsored scholarships in the U.S.

34. International recognition: Many people recognize Georgia, especially Atlanta, as the place were Coca Cola was founded, which attracts many businesses.Info from: http://heritage.coca-cola.com/ and http://www.thecoca-colacompany.com/citizenship/economic_impact.html

36. Tax Revenue

37. Help to Georgians in need

38. Tourism dollars

39. Help to the Environment

40. Educational support

41. International recognitionInfo from: http://heritage.coca-cola.com/ and http://www.thecoca-colacompany.com/citizenship/economic_impact.html

43. Deep water ports: Georgia has the Port of Savannah, which is the 2nd largest deep water port on the east coast.

44. Hartsfield Jackson International Airport: This is a major international airport that is linked world-wide to Europe, Asia, and Latin America.

46. Deep water ports

47. Hartsfield Jackson International Airport

49. Expensive to Maintain

50. Limited appeal to the people

51. Poor Marketing

53. Easy to use

54. Expanded to appeals to all ages

55. World-wide marketing

56. Easy to mass produce

57. Easy to ship and distributeThis is the type of product and strategy that succeeded in the past and will succeed today