You are on page 1of 7

The Coca-Cola Company was originally established in 1892 as the J. S. Pemberton Medicine Company, a co-partnership between Dr.

John Stith Pemberton and Ed Holland. The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. In 1894, the company became a stock company and the name was changed to Pemberton Chemical Company. The new president was D. D. Doe while Ed Holland became the new Vice-President. Pemberton stayed on as the superintendent. The company's factory was located at No. 107, Marietta St. Three years later, the company was again changed to Pemberton Medicine Company, another co-partnership, this time between Pemberton, A. O. Murphy, E. H. Blood worth, and J. C. Mayfield. Finally in October 1898, the company received a charter with an authorized capital of $50,000.The charter became official on January 15, 1899. By this time, the company had expanded its offerings to include Pemberton's Orange and Lemon Elixi he company's recent attempt to buy a Chinese juice maker was foiled when China rejected its $4.2 billion bid for the Huiyuan Juice Group on the grounds that it would be a virtual monopoly. Nationalism was also thought to be a reason for aborting the deal.[6] Rumours speculated that an American rejection of a bid for UNOCAL by a partly state-owned oil company played a part in the rejection. However, the company has a long history of acquisitions. Coca-Cola acquired Minute Maid in 1960.[7] Coca-Cola acquired the Indian cola brand Thums Up in 1993.[8] it acquired Barq's in 1995.[9]In 2001, it acquired the Odwalla brand of fruit juices, smoothies and bars for $181 million.[10] In 2007, it acquired Fuze Beverage from founder Lance Collins and Castanea Partners for an estimated $250 million. ccording to the 2005 Annual Report,[12] the company sells beverage products in more than 200 [13] countries. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion (the latest figure in 2010 shows that now they serve 1.6 billion drinks everyday). Of these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the Company's total gallon sales. Also 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 he Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake Coca-Cola beverage. Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar substitute. Introduced in 1963, the product is still sold today, however its sales have dwindled since the introduction of Diet Coke. The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1941) and Sprite. Fanta's origins date back to World War II when Max Keith, who managed Coca-Cola's operations in Germany during the war, wanted to make money from Nazi Germany but did not want the negative publicity. Keith resorted to producing a different soft drink, Fanta, which proved to be a hit, and when Coke took over again after the war, it adopted the Fanta brand as well. The German Fanta Klare Zitrone ("Clear Lemon Fanta") variety became Sprite, another of the company's bestsellers and its response to 7 Up. Coca-Cola South Africa also released Valpre Bottled "still" and "sparkling" water. During the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing several new non-carbonated beverage brands. These included Minute Maid Juices to Go, Powerade sports beverage, flavored tea Nestea (in a joint venture with Nestle), Fruitopia fruit drink and Dasani water, among others. In 2001, Minute Maid division launched the Simply Orange brand of juices including orange juice.

Key Strategies

You might also like