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 1886.
The company sells beverage products in more than 20 countries. According to the 2007 Annual
Report, Coca-Cola had gallon sales distributed as follows:

43% in the United States

37% in Mexico, India, Brazil, Japan and the People's Republic of China

20% spread throughout the rest of the world

In 2010, it was announced that Coca-Cola had become the first brand to top 1 billion in annual
UK grocery sales. ( Edinburgh Evening News. March 19, 2010. Retrieved March 20, 2010.)
Coca-Cola is the best-selling soft drink in most countries, and was recognized as the number one
global brand in 2010. ( Interbrand.com. Retrieved July 29,2012.) While the Middle East is one of the only
regions in the world where Coca-Cola is not the number one soda drink. In Peru, the native Inca
Kola has been more popular than Coca-Cola, which prompted Coca-Cola to enter in negotiations with
the soft drink's company and buy 50% of its stakes. In Japan, the best selling soft drink is not cola, as
(canned) tea and coffee are more popular. As such, The Coca-Cola Company's best selling brand there is
not Coca-Cola, but Georgia coffee. (IR report (in Japanese), 2008.)
In 2006, a Coca-Cola employee and two other people were arrested and charged with trying to
sell trade secrets information to the soft drink maker's competitor, PepsiCo for $1.5 million.
Coca-Cola's advertising expenses accounted for US$3.256 billion in 2011.( 2011 Annual Report (PDF),
retrieved January 4, 2013). They sponsored the English Football League from the beginning of August 2004 to
the start of 2010. Along with this, Coca-Cola sponsored the Coca-Cola Football Camp during the 2010
FIFA World Cup. Other major sponsorships include the Olympic Games, the NRL, the FIFA World
Cups and the UEFA European Championships.
Coca-Cola is a carbonated soft drink. It is produced by The Coca-Cola
Company of Atlanta, Georgia, and is often referred to simply as Coke. Originally intended as a patent
medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out
by businessman Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-

Business Case Study

drink market throughout the 20th century. The name refers to two of its original ingredients: kola nuts, a
source of caffeine, and coca leaves.
For many, Christmas doesnt start until the Coca-Cola Christmas Trucks appear on our TVs and
in our towns their arrival signals that Holidays are Coming. The nationwide tour kicks off on 20
November, 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 experience a snowy winter
wonderland setting while enjoying a choice of Coca-Cola, Diet Coke, Coke Zero or Coke Life. Last
year, the truck made 46 stops between late November and Christmas.
The Coca-Cola Company is known on the Romanian market as Coca-Cola Romania, the
Romanian representative for The Coca-Cola Company which owns brands and Coca-Cola HBC
Romania bottling plant which produces and distributes their products. The Coca Cola Romania
portfolio includes soft drinks such as Coca-Cola, Sprite, Fanta, Cappy juices, Nestea, Burn energy
drink and mineral water Dorna. (Dorna Apemin will exploit mineral spring from Floreni Hill, accessed 12 April
2009).

In 2008, Coca-Cola HBC Romania reported a turnover of 550 million euros (British American
Tobacco becomes the first manufacturer with a turnover of one billion euro, 19 May 2010, zf.ro, accessed on 28
October 2010) In February 2009, Coca-Cola HBC Romania had about 2,300 employees. (Laid off at Coca
Cola, February 17, 2009, evz.ro, accessed on 16 December 2011).

Bibliography
1. Edinburgh Evening News., "Coke sales first to top 1bn", March 19, 2010. Retrieved March 20, 2010.
2. Interbrand.com, "Best Global Brands Ranking for 2010", Retrieved July 29,2012.
3. IR report (in Japanese), Coca-Cola West Japan , 2008.
4. 2011 Annual Report (PDF), retrieved January 4, 2013.
5. Dorna Apemin will exploit mineral spring from Floreni Hill, accessed 12 April 2009.
6. evz.ro, Laid off at Coca Cola, February 17, 2009.