Running head: Coca-Cola Company NEW MEXICO HIGHLANDS UNIVERSITY Marketing Business Case Coca-Cola Company Molina, Ines The Coca-Cola Company has an intensive distribution and bottlers systems that its products are available everywhere in the world. The company ‘consumers are people of all ages and cultures. The company’s presence is growing rapidly worldwide and year after year, Coca-Cola finds a home in more and more places.
COCA-COLA COMPANY 1 Company The Coca-Cola Company is the world’s largest producer of soft drink concentrates and syrups as well as the world’s biggest producer of juice and juice related products (Kwon, 2008). Today Cola-Cola is a well known company around the globe. In 1886, John Pemberton, a curious Atlanta pharmacist who stirred up a fragrant, caramel- colored liquid and mixed it with carbonated water creating the famous Coca-Cola Classic (The Coca-Cola Company). The Coca- Cola Classic started the company that in time would expand to more than 3,000 different beverages. Coca-Cola later became the best- selling soft drink in the world (Kwon, 2008). Customers Coca- Cola does not have only one specific market because Coca-Cola is a product that can be used by everyone irrespective of age and gender from all over the world (Bilaras). The Coca-Cola brand adopted the strategy of global marketing in 1919. After going global its operations expanded beyond national boundaries and marketing research was started in Central America, China, and many other countries. The successful and efficient marketing research allowed Coca-Cola to produce globally in different regions of the world. Today the trends are changing and different marketing campaigns are being designed for different regions around the world (Bilaras). The company’s trademarks are now available in more than 200 countries (Kwon, 2008).
- Spring '16