Running head: COMPANY OVERVIEW 1 COMPANY OVERVIEW 2 Company Overview Name Institution Coca-Cola Company: Background Information Coca-Cola Company was founded in 1886 by John Pemberton in Atlanta, Georgia, United States. It has been a leading company in the beverage and soft drinks industry since its establishment in the 19th century. The company has managed to grow from a small firm that could only manage to sell just nine glasses of the beverage each day which has increased to see the company sell billions of gallons of the Coca-Cola beverage. The company's value has grown exponentially over the years with the popularity of their beverages and soft drinks rising among the American consumers and worldwide (The Coca-Cola Company 2018). Currently, Coca-Cola has become a household name not only in the United States but also across the world. For many years, the company has attained sustainable growth in the market by being able to offer quality and consistent brands to their consumers in the global market. Coca-Cola Company has been a publicly traded multinational firm since the 1920s. In the New York Stock Exchange, Coca-Cola Company is traded as NYSE: KO and is also listed as a Fortune 500 Companies. Over the years, Coca-Cola has been able to harness some of the key capabilities such as quality, consistency, and the uniqueness of their brands enabling them to pursue expansion into other global markets. This has enabled them to be gain a competitive advantage in the market thereby staying ahead of its competitors. Presently, Coca-Cola is a market leader in the beverage industry as it has been able to control a significant share of the global soft drinks and beverage market (The Coca-Cola Company 2018). PepsiCo is the main competitor to Coca-Cola across the world. The company has its operations, production and distribution activities, in almost every nation worldwide except in the case of Cuba and North Korea. Both franchising and acquisition have been significant strategies enabling the company to gain control of a large market share despite the presence of competing firms in the market (Rubin, Moriarty, & Mehlsak, n.d). The company has more than 500 brands available in the market for their consumers, with the largest volume of sales each day. Organizational Structure The structural design of the company has been designed to ensure that all its production and distribution plants across the world are functional regardless of the location. The organizational structure of the Coca-Cola Company befits a multinational company of its size as it simplifies the operations (Elmore, 2013). The president and the C.E.O of the company head all the business operations of the organization with the assistance of the sub-ordinates spread across the various global regions. The administration of the company is highly decentralized where each plant operates independently while ensuring coordination with the rest of the plants worldwide. The firm is ...

1. Running head: COMPANY OVERVIEW 1
COMPANY OVERVIEW 2
Company Overview
Name
Institution
Coca-Cola Company: Background Information
Coca-Cola Company was founded in 1886 by John Pemberton in
Atlanta, Georgia, United States. It has been a leading company
in the beverage and soft drinks industry since its establishment
in the 19th century. The company has managed to grow from a
small firm that could only manage to sell just nine glasses of
the beverage each day which has increased to see the company
sell billions of gallons of the Coca-Cola beverage. The
company's value has grown exponentially over the years with
the popularity of their beverages and soft drinks rising among
the American consumers and worldwide (The Coca-Cola
Company 2018). Currently, Coca-Cola has become a household
name not only in the United States but also across the world.
For many years, the company has attained sustainable growth in
the market by being able to offer quality and consistent brands
to their consumers in the global market.
Coca-Cola Company has been a publicly traded multinational

2. firm since the 1920s. In the New York Stock Exchange, Coca-
Cola Company is traded as NYSE: KO and is also listed as a
Fortune 500 Companies. Over the years, Coca-Cola has been
able to harness some of the key capabilities such as quality,
consistency, and the uniqueness of their brands enabling them
to pursue expansion into other global markets. This has enabled
them to be gain a competitive advantage in the market thereby
staying ahead of its competitors. Presently, Coca-Cola is a
market leader in the beverage industry as it has been able to
control a significant share of the global soft drinks and
beverage market (The Coca-Cola Company 2018). PepsiCo is
the main competitor to Coca-Cola across the world. The
company has its operations, production and distribution
activities, in almost every nation worldwide except in the case
of Cuba and North Korea. Both franchising and acquisition have
been significant strategies enabling the company to gain control
of a large market share despite the presence of competing firms
in the market (Rubin, Moriarty, & Mehlsak, n.d). The company
has more than 500 brands available in the market for their
consumers, with the largest volume of sales each day.
Organizational Structure
The structural design of the company has been designed to
ensure that all its production and distribution plants across the
world are functional regardless of the location. The
organizational structure of the Coca-Cola Company befits a
multinational company of its size as it simplifies the operations
(Elmore, 2013). The president and the C.E.O of the company
head all the business operations of the organization with the
assistance of the sub-ordinates spread across the various global
regions. The administration of the company is highly
decentralized where each plant operates independently while
ensuring coordination with the rest of the plants worldwide.
The firm is structured into manufacturing, marketing, corporate
staff, and finance. This has enabled the company to maintain
quality, consistency, and uniqueness in their brands regardless
of the region that the production takes place. The areas assigned

3. to various operating groups include the European Union, Africa,
North America, Latin America, Pacific, and Eurasia (Rubin,
Moriarty, & Mehlsak, n.d). These regions are further subdivided
into individual countries to ensure that for easy decision making
in as much as it helps the company can respond to the changes
in the local market. Managers in the higher managerial levels
help with the long-term planning of the operations within the
company and guarantee the attainment of their goals.
Coca-Cola Company in the Beverage Industry
Coca-Cola Company operates within a highly competitive
environment in the beverage and non-alcoholic drinks industry.
This is because there are many alternatives which are available
in the market from various manufacturers. The entry into this
industry has been made almost impossible by the dominant
firms such as Coca-Cola, which has seen most entrant firms
failing during the initial stages of entry into the market. Coca-
Cola Company and PepsiCo are the dominant firms in the
industry controlling more than 60% of the global market share.
Coca-Cola Company is a market leader in the industry
controlling the largest market share globally (Elmore, 2013).
Coca-Cola has managed to overcome the competitive forces
from new entrants through its ability to provide consumers with
unique brands. Some of the alternatives in the market include
nutritional and energy drinks. Coca-Cola Company has managed
to guarantee the global customers quality, unique tastes, and a
wide range of benefits from their products.
Macroeconomic Environment
The beverage industry exposes Coca-Cola Company to various
environmental factors that have affected their operations in the
local and international market. These factors vary from internal
to external forces, which may affect their operations in the
foreign, national, regional, and local level. The soft drinks and
beverage industries are adversely affected by the changes in the
external business environment factors (Rubin, Moriarty, &
Mehlsak, n.d). These include the political-legal, economic,
social, cultural, and technological factors. These have been due

4. to the changes in the political environment in most countries as
well as legislations that govern the operations of local and
multinational firms in different countries.
Demographic patterns have changed significantly across the
world in as much as the technology being used in
communication and production has advanced. This has
transformed the channels used to conduct business and the
utilization of particular resources which are vital to success in
the industry (Elmore, 2013). Economic factors have also
affected the industry with recessions and inflation globally.
This affects the consumption patterns, which in turn affects the
flow of revenue and profitability in the industry. The company
enjoys its global brand awareness and unique selling
capabilities enabling it to achieve sustainability in the market.
References
Elmore, B. J. (2013). Citizen Coke: an environmental and
political history of the Coca-Cola Company. Enterprise &
Society, 14(4), 717-731.
Rubin, J., Moriarty, B., & Mehlsak, A. (n.d). Sustainability at
the Coca-Cola Company in a New Era of Brand Building,
The Coca-Cola Company (2018). History. The Coca-Cola
Company [online]. Available at: http://www.coca-
colacompany.com/history [Accessed 19 Jan. 2018].
Economic Analysis Scoring Guide
Due Date: End of Unit 4.
Percentage of Course Grade: 15%.
CRITERIA NON-PERFORMANCE BASIC PROFICIENT
DISTINGUISHED
Evaluate the role of
regulatory

5. considerations that
affect a company’s
economic decisions.
30%
Does not evaluate
the role of regulatory
considerations that
affect a company’s
economic decisions.
Describes the types
of regulatory
considerations that
might affect a
company’s economic
decisions.
Evaluates the role of
regulatory
considerations that
affect a company’s
economic decisions.
Evaluates the role of
regulatory considerations
that affect a company’s
economic decisions and
explains the extent to
which regulatory
considerations affect the
company.
Evaluate the role of
ethical
considerations that

6. affect a company’s
economic decisions.
30%
Does not evaluate
the role of ethical
considerations that
affect a company’s
economic decisions.
Describes the types
of ethical
considerations that
might affect a
company’s economic
decisions.
Evaluates the role of
ethical
considerations that
affect a company’s
economic decisions.
Evaluates the role of
ethical considerations
that affect a company’s
economic decisions and
explains the extent to
which ethical
considerations affect the
company.
Analyze the role of
government fiscal
and monetary
policies in a

7. company’s
economic decisions.
30%
Does not analyze the
role of government
fiscal and monetary
policies in a
company’s economic
decisions.
Describes the types
of government fiscal
and monetary
policies that might
affect a company’s
economic decisions.
Analyzes the role of
government fiscal
and monetary
policies in a
company’s
economic decisions.
Analyzes the role of
government fiscal and
monetary policies in a
company’s economic
decisions, providing
examples to support
analysis.
Correctly format
citations and
references using

8. current APA style.
5%
Does not correctly
format citations and
references using
current APA style.
Uses current APA to
format citations and
references but with
numerous errors.
Correctly formats
citations and
references using
current APA style
with few errors.
Correctly formats
citations and references
using current APA style
with no errors.
Write content clearly
and logically with
correct use of
grammar,
punctuation, and
mechanics.
5%
Does not write
content clearly,
logically, or with
correct use of

9. grammar,
punctuation, and
mechanics.
Writes with errors in
clarity, logic,
grammar,
punctuation, and/or
mechanics.
Writes content
clearly and logically
with correct use of
grammar,
punctuation, and
mechanics.
Writes clearly and
logically with correct use
of spelling, grammar,
punctuation, and
mechanics; uses relevant
evidence to support a
central idea.
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