Seminar is1 coke post student

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

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
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

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?

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’!

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

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

Key Facts

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

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

Founder John Pemberton in 1886
Like many people who change history, John Pemberton, an Atlanta
pharmacist, was inspired by simple curiosity. One afternoon, he stirred
up a fragrant, caramel-coloured liquid and, when it was done, he
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 (about 3p) a glass.

The Woodruff Legacy
In 1923, four years after his
father Ernest purchased the
company from Asa Candler,
Woodruff became the company's
president. While Candler had
introduced the US to Coca-Cola,
Woodruff would spend more than
60 years as company leader
introducing the beverage to the
world beyond.
Woodruff pushed development
and distribution of the six-pack
and many other innovations
that made it easier for people to
drink Coca-Cola at home or
away. This new thinking made
Coca-Cola not just a huge
success, but a big part of
people's lives.

A period of Expansion (1960-1981)
After 70 years of success
with one brand, Coca-Cola,
the company decided to
expand with new flavours.
Fanta, originally developed
in the 1940s, was
introduced in the 1950s,
while Sprite followed in
1961, with TAB in 1963 and
Fresca in 1966.
The company's presence
worldwide was growing rapidly,
and year after year, Coca-Cola
found a home in more and more
places. The international appeal
of Coca-Cola was embodied by
a 1971 commercial, where a
group of young people from all
over the world gathered on a
hilltop in Italy.

I’d like to buy a world a Coke…
View video: http://www.youtube.com/watch?v=2msbfN81Gm0

History of Coke and Scale of Influence
View video: http://www.youtube.com/watch?v=cNXTXJM4jLE

Coke today…

Articulate the key
elements of Coke’s
mission and values

Our mission is:
• To refresh the world - in
mind, body and spirit
• To inspire moments of
optimism - through our
brands and actions
• To create value and make a
difference everywhere we
engage

To achieve their mission
People: Being a
great place to
work, where
people are
inspired to be the
best they can be
Profit: Maximising
return to
shareholders, while
being mindful of our
overall
responsibilities
Portfolio: Bringing
to the world a
portfolio of beverage
brands that anticipate
and satisfy people's
desires and needs
Partners: Nurturing
a winning network of
partners and building
mutual loyalty
Planet: Being a
responsible global
citizen that makes a
difference
Productivity: Be a
highly effective, lean
and fast-moving
organisation

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

Macro Trends

Industry Growth

Not a one size fits all

5 Strategic Priorities

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

Doing well by doing good
View video: https://www.youtube.com/watch?v=RUNPpo0G8xA

Water Stewardship

Energy and Climate

Packaging

Agriculture

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

Seminar is1 coke post student

Seminar is1 coke post student

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