A Beverage Giant

A Beverage Giant - Beverage Giant 1 A Beverage Giant...

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Beverage Giant 1 A Beverage Giant Sabrina Ward MGT 435 Prof. Blacknell September 3, 2010
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Beverage Giant 2 A Beverage Giant This report will give you an inside look into The Coca-Cola Company, in which I have worked with as a supplier for nineteen years. I will touch on several different changes to The Coca-Cola Company, trends, issues and problems that are, or have driven these changes. I will start with supplying you a brief history of the company, reflect on their diversity, and touch on health issues in regards to their products. I will also introduce you to a new fountain unit they current have out in the market called Freestyle, also go into detail about some environmental factors. The words Coca-Cola and its products have been around American households for as long as I can remember. It was the only soft drink that my grandparents and parents ever had in their homes. Unfortunately, my grandparents are no longer with us, but my parents are still huge fans of Coca-Cola products. I have been very lucky that for the last nineteen years, I have had Coca-Cola parent company as my customer. You see, I work for a printing company that prints graphics for Coca-Cola. I have had the privilege to work with thousands of its employees and have worked on many of their graphic programs. With my many years of day-to-day interaction with Coca-Cola, I have a good general understanding of its history and their business practices. However, many people are very surprised when they learn that Coca-Cola was really invented as a medical elixir, mainly a cure for headaches, and not as a soft drink. In the late 19 th century, May, 1886 to be more exact, Coca-Cola was invented by a pharmacist by the name of John Pemberton. The Coca-Cola formula was concocted in Pemberton’s backyard in a three legged brass kettle. Frank Robinson was a friend of Pemberton’s, and who also happened to be John’s bookkeeper, Frank was the one that
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Beverage Giant 3 suggested the new invention be called Coca-Cola. Frank had excellent penmanship, and it was he who first scripted the famous logo still used today. In 1887, John Pemberton sold his formula for Coca-Cola to another pharmacist and businessman, Asa Chandler. By the late 1890’s, Coca-Cola had became one of America’s most popular fountain drinks, thanks to the aggressive advertizing by Asa (Bellis,2008). I guess you can say the rest is history. I don’t know if Pemberton ever fully realized the potential of his creation, but I have had the pleasure of being inside the corporate headquarters building many times. If Pemberton could see the giant that Coca-Cola is today, there is no doubt he would be astonished. Coca-Cola is the biggest selling, most popular soft drink in history and has been said to be the best-known product in the world. The Coca-Cola franchise covers a population of approximately 398 million people. Coca-Cola Enterprises employs approximately 72,000 people who operate 463 facilities, 54,000 vehicles and approximately 2.4 million vending machines, beverage dispensers and coolers. In
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A Beverage Giant - Beverage Giant 1 A Beverage Giant...

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