The paper "The Coca-Cola Company External Analysis" is a perfect example of a business case study. Established in May 1886, the Coca-Cola Company is the world's largest soft drink manufacturer and operates in approximately two hundred countries. Being one of the most successful multinationals globally, Coca-Cola produces and sells more than four hundred nonalcoholic beverages (Puravankara, 2007). Besides, Coco-cola is considered as the most valuable brand across the globe (Puravankara, 2007). Headquartered in Atlanta, Georgia in the United States of America, the Coca-Cola Company has an operating income of approximately $9.8 billion and revenue of $45 billion (McGowan, 2014).
In effect, this paper will analyze the Coca-Cola Company in terms of its growth, international engagements as well as the challenges facing it. 2.0 The Company’ s History and Growth Interestingly, Coca-Cola was founded through John Stith Pemberton's curiosity, a pharmacist, who was fascinated by medicinal formula thus loved to play with them. In his curiosity, one afternoon as he was searching for a hasty cure for headaches, he made a mixture of a fragrant and caramel-colored liquid in a pot and took it to Jacobs’ Pharmacy.
In the pharmacy, the mixture was mixed with carbonated water and later sampled by consenting patrons, who affirmed that the drink was unique and palatable. Consequently, Jacob’ s Pharmacy put it in on the shelves for sale and Frank Robinson, Pemberton’ s bookkeeper named the new mixture Coca-Cola (Pendergrast, 2013). In the first year, the company managed to sell only nine glasses of Coca-Cola each day. However, a century later, the company recorded production of over ten billion gallons of syrup. Sadly, the inventor of Coca-Cola, Pemberton, was more interested in innovation than business and as such, he had no clue that had invented one of the greatest beverages across the globe.
Between 1888 and 1891, Pemberton sold the firm to Asa Griggs Candler, an Atlanta business person, for nearly $2300. Thus, as the Company’ s first president, Candler brought a real vision to the brand vision since he was a natural-born salesperson (Puravankara, 2007). As a business person, Candler knew that people were thirsty out there and as such, used his passion and brilliance to transform the innovation into a big business. He used his inborn sales skills such as giving away coupons for complimentary first Coca-Cola tastes as well as giving out clocks and calendars bearing the Coca-Coca brand to the pharmacists.
With this brilliant marketing idea, soon the Coca-Coca brand was everywhere and by 1895, Candler had established new plants in Los Angeles, Dallas, and Chicago. Soon the Coca-Coca soda popularity led to the invention of soda drinking bottles (Pendergrast, 2013). Between 1905 and 1918, the Coca-Coca Company had to safeguard its brand as imitation beverage drinks were taking advantage of Coca-Coca long built success (Pendergrast, 2013).
At the onset, the Company began by advising consumers to be aware of imitations and as such demand for genuine every time they need to purchase the Coca-Coca beverage. Besides, the company also decided to come up with a unique bottle shape that would differentiate the Coca-Coca product from others. It was not until 1916 that the typical contour Coca-Coca bottle found today was developed by an Indiana glass company known as Root Glass Company of Toronto. As America involved itself in major industrialization, so did the Coca-Coca Company as it also opened Bottlers in Puerto Rico, Cuba, and France among other U. S territories.
By 1920, the Company had over a thousand Bottlers around the world (Pendergrast, 2013).