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Coca Cola - presentation of the company and its strategy

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documents in English
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case study
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  1. The Coca-Cola Company : the empire in United States
    1. Organization
    2. North America Group
    3. Investments
    4. Bottling Operations
    5. Marketing
    6. People
  2. The international strategy of Coca Cola
  3. Coca-Cola in France
  4. The war between Coca-Cola and Pepsi

The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of non-alcoholic beverage concentrates and syrups in the world. The Coca-Cola product was invented in May 1886 by pharmacist John S. Pemberton in Atlanta, Georgia. The brands of the Coca-Cola Company represent some of the most popular beverage brands in the world. It is best known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Coca-Cola Enterprises is in the liquid non-alcoholic refreshment business, which extends it's product line beyond traditional carbonated soft drink categories to beverages such as still and sparkling waters, juices, isotonic, and teas. The Company operates in the parts of 46 states in the United States, all 10 provinces in Canada, and portions of Europe including Belgium, France, Great Britain, Luxembourg, and the Netherlands. In 2006, the Coca-Cola Enterprises franchise territories encompassed 81 percent of the population in North America, all of the population in Belgium, Great Britain, Luxembourg, and the Netherlands, and over 90 percent of the population in France. The company proposes more than 2000 products. Coca-Cola Enterprises initially offered its stock to the public on November 21, 1986 and is listed in the New York Stock Exchange under the symbol 'CEE'.

[...] This way the amount in each is exact, and the automatic sealing of each bottle guarantees complete hygiene At last, the bottles are labelled, date coded and packed into cartons The Coca-Cola Company : the empire in United States Organization The Coca-Cola Company is the global soft-drink industry leader, headquartered in Atlanta, Georgia. Its management structure is split into divisions according to geographic location. The North America Group consists of the United States and Canada. The Latin America Group includes all of Central and South America. [...]


[...] Advertising Without advertising, the brand image will not be the same: thanks to the various campaigns it realises every year and all over the world, Coca Cola can communicate on its products and even criticise its competitor, indirectly, which is by the way, Pepsi's favourite game. To develop the universal aspect of the company, Coca Cola realises some ads all over the world. It also sponsors lots of events often linked with sports such as the ?tour de France' and the Soccer World Cup. [...]


[...] Production: More than 47% of soft-drinks in the world are produced by Coca - Cola The main brands: Coca -Cola, Coca-Cola light, Vanilla Coke, Coca-Cola Blak, Cherry Coke, Fanta, Nestea, Sprite etc. In the fruit juice sector: Coca-Cola Foods is one of the main world producers of fruit juices. Its principal brand is Minute Maid (orange, Apple, Tropical, Tomato, and Grapefruit). Work Force Performance Organisation in 2006 Geographic zones Sales volume North America (U.S.A + Canada) Europe and Moyen Orient Asia South America Africa Total of sales in 2006 Distributed 2 billion cases. [...]

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