The Coca-Cola Company, a retailer, manufacturer and marketer of non-alcoholic beverages, is a market leader in its industry currently offering more than 500 brands in over 200 countries or territories. The company operates a franchised distribution system dating from 1889 where the Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company headquartered in Atlanta, Georgia owns its anchor bottler in North America, Coca-Cola Refreshments.
This behemoth has managed to maintain its position as a market leader for over a hundred years and is still going strong. This paper explores the history, mission, vision, and organizational structure and management functions of the Coca-Cola Company and tries to explain leadership and some management styles applied by the company.
2.0History of the Company
Coca-Cola is a multinational company who started its business on May 1886 in Atlanta as a beverage (formal drink ) industry. Dr. John Styth Pemberton made a cough syrup which he named "coke" on 8 th may 1886. Its price was 5 cent per glass and was available at the largest pharmacy of Atlanta known by the name of Jacob's Pharmacy. Later on it was purchased by a well-known businessman Asa Griggs Candler who introduced it as a "carbonated soft drink" in the market and hid marketing tactics led coke to Coca-Cola and it dominated the market of carbonated soft drinks throughout the twentieth century.
In 1895 the company started to sell their product coke in bottles which was a strategy of the company to be recognized well in the International market. Their strategy worked and the bottled form of coke was successfully recognized all over the world in the beginning of 1896. Now a day's Coca-Cola is the most famous and highly consumed brand in all over the world (Wikipedia, 2014).
3.0Mission and Vision
The company is facing a huge numbers of challenges from all over the world. Competitors are coming up with brand new strategies that threaten Coca-Cola . T he company's mission is t o continue thriv ing as a business over the next ten years and beyond. The company is looking ahead , understand ing the trend s and forces that will shape its business in the future and moving swiftly to prepare for what's to come. That's what the company's 2020 Vision is all about. It creates a long-term destination for the business and provides it with a "Roadmap" for winning together with its bottling partners.
"Our Roadmap starts with of our mission, which is enduring. It declares our purpose as a company and serves as a standard against which we weigh our actions and decisions.
To refresh the world.
Topics Related to BMGT 500 - Principles of Management