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Business Case Study

The Coca – Cola Company

"The Coke Side of Life”

The Coca-Cola Company is an American multinational  beverage corporation and manufacturer,

retailer, and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered

in Atlanta, Georgia The company is best known for its flagship product Coca-Cola, invented in !""#

The company sells beverage products in more than $% countries According to the $%%& Annual

'eport, Coca-Cola had gallon sales distributed as follows(

)*+ in the nited tates

*&+ in .e/ico, 0ndia, 1ra2il, 3apan and the 4eople5s 'epublic of China

$%+ spread throughout the rest of the world

0n $%!%, it was announced that Coca-Cola had become the first brand to top 6! billion in annual

7 grocery sales 8  Edinburgh Evening News. March 19, !1!. e#rieved March !, !1!.$ 

Coca-Cola is the best-selling soft drink in most countries, and was recogni2ed as the number one

global brand in $%!% 8  %n#erbrand.co& 'etrieved 3uly $9,$%!$.$ :hile the .iddle ;ast is one of the only

regions in the world where Coca-Cola is not the number one soda drink 0n 4eru, the native 0nca

7ola has been more popular than Coca-Cola, which prompted Coca-Cola to enter in negotiations withthe soft drink5s company and buy <%+ of its stakes 0n 3apan, the best selling soft drink is not cola, as

8canned= tea and coffee are more popular As such, The Coca-Cola Company5s best selling brand there is

not Coca-Cola, but Georgia coffee 80' report 8in 3apanese=, $%%"=

0n $%%#, a Coca-Cola employee and two other people were arrested and charged with trying to

sell trade secrets information to the soft drink maker5s competitor, 4epsiCo for >!< million

Coca-Cola5s advertising e/penses accounted for >*$<# billion in $%!!8 !11 'nnua( e)or#  84?@=,

retrieved 3anuary ), $%!*= They sponsored the ;nglish @ootball eague from the beginning of August $%%) to

the start of $%!% Along with this, Coca-Cola sponsored the Coca-Cola @ootball Camp during the $%!%@0@A :orld Cup Bther maor sponsorships include the Blympic Games, the D', the @0@A :orld

Cups and the ;@A ;uropean Championships

Coca-Cola is a carbonated soft drink 0t is produced by The Coca-Cola

Company of Atlanta, Georgia, and is often referred to simply as Coke Briginally intended as a patent

medicine when it was invented in the late !9th century by 3ohn 4emberton, Coca-Cola was bought out

 by businessman Griggs Candler , whose marketing tactics led Coke to its dominance of the world soft-

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Business Case Study

drink market throughout the $%th century The name refers to two of its original ingredients( kola nuts, a

source of caffeine, and coca leaves

@or many, Christmas doesnEt start until the Coca-Cola Christmas Trucks appear on our TFs and

in our towns – their arrival signals that Holidays are ComingI The nationwide tour kicks off on $%

 Dovember, and will be delivering festive cheer up and down the country At each stop, family and

friends will have the chance to take pictures with the truck as it lights up, and e/perience a snowy winter 

wonderland setting while enoying a choice of Coca-Cola, ?iet Coke, Coke Jero or Coke ife ast

year, the truck made )# stops between late Dovember and Christmas

The Coca-Cola Company is known on the 'omanian market as Coca-Cola 'omania, the

'omanian representative for The Coca-Cola Company which owns brands and Coca-Cola H1C

'omania bottling plant which produces and distributes their products The Coca – Cola 'omania

 portfolio includes soft drinks such as Coca-Cola, prite, @anta, Cappy uices, Destea, 1urn energy

drink and mineral water ?orna *+orna ')e&in wi(( e)(oi# &inera( s)ring fro& -(oreni i((, accessed 1 ')ri(

!!9$

0n $%%", Coca-Cola H1C 'omania reported a turnover of <<% million euros 81ritish American

Tobacco becomes the first manufacturer with a turnover of one billion euro, !9 .ay $%!%, 2fro, accessed on $"

Bctober $%!%= 0n @ebruary $%%9, Coca-Cola H1C 'omania had about $,*%% employees *Laid off a# Coca

Co(a, -ebruar/ 10, !!9, ev.ro, accessed on 12 +ece&ber !11$.

 3ib(iogra)h/

!  Edinburgh Evening News., "Coke sa(es firs# #o #o) 41bn"  , March 19, !1!. e#rieved March !, !1!.$  %n#erbrand.co&, K1est Global 1rands 'anking for $%!%K ,  'etrieved 3uly $9,$%!$

* 0' report 8in 3apanese=, Coca-Cola :est 3apan , $%%"

) !11 'nnua( e)or#  84?@=, retrieved 3anuary ), $%!*

< ?orna Apemin will e/ploit mineral spring from @loreni Hill, accessed !$ April $%%9

# ev2ro, aid off at Coca ColaI, @ebruary !&, $%%9