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Coca-Cola’s History
Coca-Cola’s History
Coca-Cola’s History
Coca-Cola’s History
Coca-Cola’s Growth
Coca-Cola’s Growth
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Coca-Cola’s History

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1 16suppliers/customers to determine their
2Coca-Cola’s History. Invented in May status on Y2K compliance.
of 1886 by Dr. John Styth Pemberton First 17Coca-Cola’s External Environment.
glass sold for 5 cents at Jacob’s Pharmacy External environment consists of: Economic
in Atlanta May 29, 1886- first newspaper Social/Demographic Ecological Political.
advertisement pronounced it “Delicious and 18Coca-Cola’s Economic. Coca-Cola’s
Refreshing”. products are somewhat sensitive to
3Coca-Cola’s Development. April 1888, economic slumps Loyal patrons, however,
Dr. Pemberton sold off his interest in view Coca-Cola as an inexpensive pleasure
Coca-Cola and passed away two days after. Disposable income is generally rising
April 1888, Asa Candler began buying up around the world Coke is exactly the kind
Coca-Cola shares By 1892, Asa Candler was of company I like. I like products I can
sole proprietor of Coca-Cola for a total understand. I don’t know what a transistor
investment of $2,300. is, but I appreciate the contents of a
4Coca-Cola’s Growth. Candler’s Coke can. Berkshire Hathaway’s purchase of
expertise in marketing led to massive stock in the Coca-Cola company was the
growth in Coca-Cola. 1894- Coca-Cola ultimate case of me putting my money where
opened its first syrup manufacturing plant my mouth was. -- Warren Buffett.
outside Atlanta in Dallas Texas. Joseph 19Coca-Cola’s Economic. Coca-Cola’s
Biedenharn became fist bottler of business in foreign currencies result in
Coca-Cola in 1894. currency exposure of the company. Strong
5Coca-Cola’s Growth cont. 1899- U.S. dollar means weaker currencies
Benjamin J. Thomas and Joseph B. Whitehead elsewhere. Coca-Cola utilizes hedging
secured the exclusive rights to bottle and tools to minimize this risk.
sell Coca-Cola for $1. Thomas and 20Coca-Cola’s Social. Consumption has
Whitehead, with financial assistance from been proven to be inversely correlated
others, developed community bottling with age. Health-Conscious Baby-Boomers
operations. are turning towards healthier
6Coca-Cola’s Growth cont. Sept 12, 1919 alternatives. Coca-Cola’s Nestea products
Coca-Cola changed ownership once more. are geared towards this market segment.
Candler sold Coca-Cola as he pursued a 21Coca-Cola’s Technological. The world
position as mayor of Atlanta. Ernest is getting smaller due to increased
Woodruff purchased Coca-Cola with an technological capacities. a “Global
investor group. 1923- Robert Woodruff Teenager” has emerged Coca-Cola is
elected new President. equipped to market this group.
7Coca-Cola’s Growth cont. During the 22Coca-Cola’s Political. Coca-Cola has
1960s and 1970s, Coca-Cola began been faced with an Anti-Trust suit from
diversifying its business. Coca-Cola Pepsi Pepsi claims Coca-Cola has
acquired more than 15 different businesses monopolized the fountain-dispensing
ranging from food, wine and soft drinks to market. Suit seeks unspecified damages and
film and water treatment. 1982, Coca-Cola asks the court to stop Coca-Cola from
purchased Columbia Pictures selling off prohibiting Pepsi products.
other businesses along the way. 23Coca-Cola’s Ecological. Coca-Cola’s
8Coca-Cola’s Growth cont. 1985, aluminum cans are recyclable. Coca-Cola’s
Coca-Cola changed its formula introducing plastic containers are also recyclable.
New Coke. New Coke was roundly rejected by Coca-Cola’s cardboard containers are made
consumers Coca-Cola quickly brought back out of recycled materials.
Coca-Cola Classic to meet customer 24Rivalry. Pepsi is Coca-Cola’s main
demands. rival Coca-Cola prevailed from the “Cola
9Coca-Cola’s Growth cont. Mid 1980s, Wars” Coca-Cola has two of the top three
Coca-Cola came back to its roots to soft drinks: Coca-Cola Classic (#1) Pepsi
concentrate on the soft drink industry. (#2) Diet Coke (#3).
Coca-Cola adopted a product development 25Supplier Power. Coca-Cola faces no
effort with diet, caffeine-free, and significant threats in this area Within
citrus soft drinks introduced POWERADE and U.S., Coca-Cola uses high fructose corn
Fruitopia in early 1990s. syrup as a raw material. Outside U.S.,
10Coca-Cola’s Mission. Mission + Coca-Cola uses sucrose Both are readily
Commitment = Focus Focus + Action = available therefore restricting supplier
Results Mission statement: “We exist to power.
create value for our share owners on a 26Buyer Power. Coca-Cola was restricted
long-term basis by building a business from vertically integrating until 1980.
that enhances The Coca-Cola Company’s With this restriction lifted, Coca-Cola
trademarks. This is also our ultimate has been investing in its distribution
commitment. As the world’s largest systems to improve them. These
beverage company, we refresh that world. distribution systems therefore have no
We do this by developing superior soft power over Coca-Cola.
drinks, both carbonated and 27Threat of Substitutes. Coca-Cola has
non-carbonated, and profitable successfully differentiated their product.
non-alcoholic beverage systems that create Loyal Coca-Cola patrons do not see Pepsi
value for our Company, our bottling as a conceivable substitute. Tremendous
partners and our customers.”. brand loyalty minimizes threat of
11Coca-Cola’s Objectives. Coca-Cola’s substitutes.
first objective is to maximize share owner 28Threat of New Entrants. Coca-Cola
value over time. Maximize long-term cash enjoys significant economies of scale.
flow To ensure the strongest and most Coca-Cola has huge market share. Coca-Cola
efficient production, distribution, and has tremendous brand loyalty. These
marketing systems possible. factors minimize the threat of new
12Coca-Cola’s Internal Environment. entrants into the soda industry.
Coca-Cola produces franchise products. 29Corporate Level Strategy. Coca-Cola
Products do not have substitutes Coca-Cola has long been committed to a product
is a low cost leader Coca-Cola has the development strategy. This allow Coca-Cola
largest plant capacity in the world and to penetrate existing markets with new
therefore enjoys significant economies of products due to their high brand
scale. Low regulatory restrictions placed awareness. This strategy capitalizes on
on the Company. Coca-Cola’s favorable trademark
13Coca-Cola’s Marketing. In 1997, reputation.
Coca-Cola gave their products a “global 30A summary of the analysis presented
facelift” Created new graphics for here, indicates that Coke at this time is
packaging, POS materials, street signs, not a “good buy” and therefore must be a
trucks and vending machines. New global “good bye.”. Decision Summary. Decision
advertisement “Welcome to the World” Put Summary. Model. Method. Value.
Coca-Cola “within an arm’s reach of Recommendation. . . . . DuPont. 2006.
desire”. 30.02%. . Analysis. 2007. 27.51%. . .
14Coca-Cola’s Operations. Coca-Cola’s 2008. 24.08%. . . Geometric Mean.
strategy of strengthening their 27.09%. Yes. . . . . Intrinsic Value.
distribution system, particularly in China Pessimistic. 0.51. No. Analysis.
and India. Coca-Cola purchases Optimistic. 0.98. No. . Most Likely.
under-performing bottling systems, 0.71. No. . . . . The Graham Model.
improves them and sells them back to Group A. 2. . . Group B. 2. . .
strong, existing bottlers. This strategy Combined. 4. No. . . . . Buffett
increases the operational efficiency of Model. ACRR - Equity Bond. 17.15%. Yes. .
Coca-Cola’s distribution. ACRR - EPS. 8.58%. No. . . ROE
15Coca-Cola’s Finance. Coca-Cola’s Projections. Low P/E. 16.88%. Yes. . High
concentrate business is a cash cow. In P/E. 19.48%. Yes.
1997, Coca-Cola generated $4 billion in 31Recommendation. I recommend Coca-Cola
operating cash flow Coca-Cola invests this as a valuable investment opportunity
in 3 ways invest in bottling & Coca-Cola utilizes corporate strategies
concentrate plants pay dividends to share that capitalize off their strengths and
owners repurchases their shares. work to minimize their weaknesses.
16Coca-Cola’s I.S. Coca-Cola faces the Coca-Cola has thus far transcended the
threat of the Y2K problem with its bounds of common expectations and eagerly
computer programs and those of its looks to the future achieve new feats.
suppliers/customers. Coca-Cola has been 32Thank You! Please enjoy a delicious
proactive in the situation. Coca-Cola will and refreshing Coca-Cola Classic!
survey the company’s critical
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Coca-Cola’s History

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