PROJECT: COCA-COLA COMPANY RESEARCH
Business English
Integrantes:
- Eder Andres Bohorquez Garzón
- Danilo Arturo Alfonso
EAN University/ Colombia.
COCA-COLA COMPANY
OUR MISSION
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
OUR VISION
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
FOUNDERS
At the end of the 19th century, Dr. John Stith Pemberton lived in Georgia (Atlanta, United States), he was a chemist and pharmacist with innovative qualities. Georgia is the pioneer city in adopting the "dry law" where alcoholic beverages are prohibited in those years. The United States was in full industrial boom and the workers needed an energy drink to carry out their work, so Dr. Pemberton designed a drink with natural ingredients such as coca leaf, walnut tail and carbonated water that on May 8, 1886 He sold at the pharmacy for 5 cents, his business grew and the name of the brand was suggested by the accountant Frank M. Robinson.
Then in 1988 Dr. Pemberton sells his business to "Asa G.Candler" who has good business experience drives the coca-cola drink at an industrial level and ceases to be a pharmacy drink, its ingredients are the secret of the Candler family. Later in 1895 coca-cola is preferred by the Americans and expands to Mexico and Canada.
Its slogan is "delicious and refreshing" and its bottle is designed that characterizes it in 1915 is patented by its owners CJ and William Root who are inspired by cocoa pods, then in the 20s it expands in Europe and finally In 1953 he arrived in Colombia, which today Coca-Cola still has the badge of innovator and spirit of optimism and happiness.
CURRENT CEO
FIGURE 1 (James Quincey CEO Coca-Cola company)
Times have changed, and the world is in innovation costingly for this reason Coca-Cola must have a vision towards the future, for this reason on May 1, 2017 James Quincey is positioned as CEO of the Coca-Cola company who bets on him to the growth of an offer of products to the new lifestyle of consumers.
James Quincey has a long experience in the company, he was director of strategy in 1996 in the city of Atlanta, then in 2003 he is director of the company in Latin America, then in 2005 he is director of the Mexican division, time later in the year 2012 was president of the Europe group and finally in 2017 he positioned himself as CEO of the Coca-Cola company.
LOCATION OF TEH COMPANY
At the beginning Coca-Cola had its headquarters in Atlanta (United States), but for reasons of management and economic benefits it is decentralized with divisions in the world in:
- European union group
- Africa group
- Caribbean and North American group
- Latin America group
- Asia and middle east group
- Oceania group.
BRANCHES IN COLOMBIA
Coca Cola is based in more than 119 countries and its products reach more than 200, in Colombia it is distributed as follows: seven bottling plants and twenty four distribution centers.
OUR EMPLOYEES
The company has 700.000 employees globally and employs 10.000 people in Colombia.HISTORY
Image taken from: fotofarmaciajacobs.rendition.598.336.jpg
On May 8, 1886, Coca-Cola's story began in Atlanta. The pharmacist John S. Pemberton wanted to create a syrup against digestion problems that also provided energy, and ended up giving the most famous drink in the world. The Jacobs pharmacy was the first to market the preparation at a price of 5 cents a glass, selling about nine each day. It was only the beginning of a story of more than 130 years.
Pemberton soon realized that the drink he had created could be a success. His accountant, Frank Robinson, was the one who devised the brand and designed the logo: Coca-Cola was born. In 1891 The Coca-Cola Company was founded, formed by also the pharmacist Asa G. Candler, his brother John S. Candler and Frank Robinson. Two years later they registered the trademark at the United States Industrial Property Registry Office.
*The bottlers model
It had only been 11 years since its creation in a pharmacy when, in 1897, Coca-Cola left the United States for the first time. Two years later, the first agreement to bottle Coca-Cola was signed throughout the United States, marking the basis of the company's business model worldwide: Coca-Cola supplied the concentrate and the bottlers made the beverage, distributed it and commercialized.
The first concession was awarded exclusively to Benjamin F. Thomas and Joseph B. Whitehead, two Tennessee attorneys, but soon they had company: in the early years of the twentieth century, more than 400 plants bottled Coca-Cola in the United States, Panama, Canada and Cuba.
*The world's best known bottle is born
Image taken from: foto-botella-contour.jpg
With the soda reaching more and more people through different bottlers, a problem arose: each bottler used different bottles, and that created confusion among the public, who found different containers in each area. Therefore, in 1915 a contest was held to opt for a single bottle model.
The winner was the Root Glass Company, with the Swedish designer Alexander Samuelson in the lead, and we all have in mind how your proposal was because the Contour bottle, which is its official name, remains, along with the Coca-Cola logo, one of the company's most recognizable icons more than a century later.
*The can and the expansion
During the 40s it was the American soldiers who contributed to popularize the drink throughout the world while fighting in World War II. To make its transport even easier, a new, stronger container was created: the Coca-Cola can. His success meant that after the contest he continued using it. In 1945, the Coke brand was also registered, which had been used since 1941 in advertising.
*Coca-Cola today
The company has not stopped growing. From selling nine glasses a day at an Atlanta pharmacy, The Coca-Cola Company is today a total beverage company present in more than 200 countries.
FIGURES
Image taken from: ventas-coca-cola#.XaSVOFVKjIV
STRATEGIES TO ENTER THE FOREIGN MARKET
Constant innovation in the market: the new flavors and presentations of its drinks has been one of the strongest points of the American firm based in Atlanta, Georgia. Coca-Cola with more caffeine, lemon flavor, green tea, citrus peels, dietary version, and vanilla, ginger”¦ these and other flavors have made creativity and the fusion of flavors well seen by consumers.
For the segmented growth of revenues throughout the business in a way that varies according to the type of market.
I A new markets, it focuses primarily on increasing volume, maintaining the affordability of beverages and strengthening the foundations of future success.
The creation of value for the company and for customers looks different in different countries, and they did a good job of segmenting markets to boost revenue growth.
For a company to be profitable it is necessary to constantly invest. He decided to invest in more andbetter brand marketing, increasing both the quantity and the quality of advertising.
BIBLIOGRAPHIC REFERENCES
The Coca-cola company (2018). (NYSE.CO) About coca-cola journey Recovered from coca-cola.com
COCA-COLA (2014). Coca-cola is pana, Who was John Pemberton, the man who invented Coca-Cola?. recovered from
Coca-Cola (2017). the coca-cola mexico meeting james fifteen and the new CEO Coca-Cola. recovered from https://www.coca-colamexico.com.mx/historias/conociendo-a-james-quincey-el-nuevo-ceo-de-the-coca-cola-company#
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