Compañía Coca- Cola: I. Perspectiva o Misión de la Coca Cola: A.

En la compañía de la Coca- Cola nos esforzamos por refrescar el mundo, inspirar momentos de optimismo, felicidad, crear valor y hacer la diferencia. II. Información General: A. La Coca- Cola es la compañía más grande el mundo en mercadear y producir bebidas no-alcohólicas. Tiene más de 500 marcas en más de 200 países. Se encarga de vender 4 de las 5 mejores bebidas refrescantes del mundo: Coca Cola, Diet Coke, Fanta y Sprite. La compañía opera 85 instalaciones de producción, 20 de ellas a las afueras de Norte América III. Historia de la Coca- Cola A. El inventor de la Coca Cola, Dr. John Stith Pemberton, desarrolla un laboratorio químico en 1885 en Altanta el cual se dedica a la medicina patente, Smith inventa diversos productos, pero su mayor logro surge en 1886, cuando mezcla azúcar, agua, extractos de la hoja de coca, nuez de kola, y un poco de cafeína, dándole resultado a una medicina que podría curar el dolor de cabeza. Durante un intenso análisis, Peberton, llega a la conclusión de que la medicina era capaz de aliviar la indigestión y el cansancio, y a su vez, refrescaba y estimulaba. Por lo que decide lanzar su bebida al mercado, de ambas maneras como bebida refrescante y medicina. El primer anuncio de Coca- Cola surge exactamente tres semanas después del syrup ser producido y su famosa marca también debuto. No obstante, la Compañía no fue exitosa al instante, durante su primer ano no tuvieron una buena producción, desanimando a Pemberton y provocando que vendiera dos terceras partes de su negocio en 1888, más aun, en 1891 Asa G. Candler, persona con gran experiencia en las empresas y el gobierno, compra la compañía en su totalidad. Con su liderazgo, la compañía crece de gran manera, entre 1888 y 1906, la fabricas, sus oficinas y sus negocios se mueven para ocho distintos edificios, teniendo en mente la expansión del negocio. Candler estaba un poco consternado por la producción del syrup, por lo que implementa una nueva fórmula con la ayuda de diversos químicos y farmacéuticos. En 1901, hubieron quejas sobre la presencia mínima de cocaína en la Coca-Cola syrup, por lo que tuvieron que

para que no se viera afectada económicamente y ahorrar tiempo. se desarrolla el “six-packs”. por situaciones gubernamentales como las neuvas leyes de taxes. Candlers se retira de la compañía. Alemania. When Prohibition was repealed. and by the mid-1950s there was an increase in advertising targeted at other minority groups. dono 8 millones para la construcción del Atlanta Memorial Centro de Arte. Robert decide establecer un departamento de investigación. de igual modo. La compañía dirigida por Robert. de igual modo. Con la Primera Guerra Mundial. la compañía tiene la necesita de reaventarse la manera en que se creaba la CocaCola. Even during the Great Depression the company did not suffer thanks to Woodruff's costcutting measures. African Americans were featured in advertisements. la CocaCola era vendida en todos los estados de la nación. no solo se enfatizaba en el producto de la bebida si no que brindaba ayuda como la donación de $50.remover toda la sustancia. para 1905. luego de una compra por 25 millones a la Familia Candlers. In Woodruff's time the advertising was aimed at all Americans. Jamaica. se inventa la reconocida y universal botella de la Coca Cola. puerto Rico. It was World War II. abriéndole un puesto a Robert Winship Woodruff. By early 1950. quien se convierte en presidente de la compañía en 1923. Francia e Inglaterra. Advertising never reflected the problems of the . Woodruff and Archie Lee of the D'Arcy Advertising Agency worked to equate Coca-Cola with the American way of life. Advertisements had. Con una gran promoción y diversas formas de expandir el producto.Para 1916. Coca-Cola Company continued to experience rising sales. Marketing Propels Growth: 1941-53 Woodruff was to see Coca-Cola Company through an era marked by important and varied events. estaba completamente libre de cocaína. however. in Candler's era. que mas tarde se convirtieron en grandes pioneras en la investigación de agencia de mercadeo. been targeted at the wealthy population. . Coca-Cola contaba con una gran nacionalidad siendo vendida en Cuba. en 1895. that catapulted Coca-Cola Company into the world market and made it one of the country's first multinational companies. Bermuda. Filipinas. Entre los 1920 y 1930. que le permitía a los compradores comparar la bebida para consumirla en su hogar o venderlas en lugares de trabajo.000 a la Universidad Emory para el diagnostico de cáncer y centro de tratamiento.

and through the years Coca-Cola sponsored many musical programs. and by 1969 the company had sold six billion gallons. Thus. Coca-Cola was introduced to the world. took the helm in 1970.. J.S. but its survival there during the war years was due to a man named Max Keith who kept the company going even when there was little Coca-Cola syrup available. Coca-Cola Company turned its accounts over to McCannErickson and began enormous promotional campaigns. the Coca-Cola company had sold one billion gallons of syrup. New Products. Although Woodruff stepped down officially in 1955. Paul Austin. and Foreign Expansion: 1955-66 The years from the end of World War II to the early 1980s were characterized by extensive and rapid change.. using ingredients available to him. When the war was over the company continued to market Fanta. maker of fruit juices and Hi-C fruit drinks. There were a series of chairmen and presidents to follow before the next major figure. by 1953 two billion gallons had been sold.world. By 1944. after 50 years with the D'Arcy Advertising Agency. During this decade Coca-Cola Company opened approximately 15 to 20 plants a year throughout the world. . During World War II. In 1943. was acquired. Radio advertising began in 1927. and called his beverage Fanta. In 1969 Coca-Cola Company acquired the Belmont Springs Water Company. The following year the company purchased Aqua-Chem. Inc. and in 1977 CocaCola Company acquired the Taylor Wines Company and other wineries. Woodruff announced that every man in uniform would be able to get a bottle of Coca-Cola for five cents no matter what the cost to the company. soldiers. In 1956. producers of desalting machines and other such equipment. This was an extremely successful marketing maneuver and provided Coca-Cola Company with good publicity. Keith developed his own soft drink. By selling this beverage he kept the enterprise intact until after the war. Inc. which produced natural spring water and processed water for commercial and home use. only the good and happy life. The company also began to diversify extensively. at the request of General Eisenhower. he still continued to exert a great amount of influence on the company. Diversification. when the Minute Maid Corporation. Coca-Cola was available in Germany prior to the war. Four years later the Duncan Foods Corporation also merged with the company. The decade of the 1950s was a time of the greatest European expansion for the company. Coca-Cola plants were set up near the fighting fronts in North Africa and eventually throughout Europe in order to help increase the morale of U. beginning in 1960.

Fanta became available in the United States during 1960 and was followed by the introduction of Sprite (1961). introducing clean water technology and sponsoring sports programs in countries too poor to provide these benefits for themselves. did what they could to get the product removed from the country. after an absence there of 12 years. mostly to executives and government officials in foreign countries. CocaCola was introduced in Russia as well as in China. The beverage also became available in Egypt in 1979. They were unsuccessful.In addition to its diversification program. for various reasons. Coca-Cola also started technological and educational programs in the Third World countries in which it conducted business. sold by PepsiCo. as well as conservative vineyard owners. Inc. and spread rumors about the caffeine content of the drink.3 million in illegal payments over a period of six years. Under Austin. He felt that business. Austin strongly believed in free trade and opposed boycotts. Coca-Cola Company also expanded its product line. . Whereas Woodruff was aware of all facets of the company. To enter the Chinese market. should be used to improve national economies. TAB (1963). comparative form of advertising that the company had never before employed. Swiss breweries also felt threatened. under the direction of Chairman Austin and President J. the company established a program that improved the workers' situation. In 1970 the company was involved in a scandal in the United States when an NBC documentary reported on the bad housing and working conditions of Minute Maid farm laborers in Florida. In 1977 it was discovered that Coca-Cola. and Fresca (1966). Austin's emphasis was on foreign expansion. Challenges and Success Overseas: 1967-81 Things did not always run smoothly for Coca-Cola Company. During the 1970s. the company sponsored five scholarships for Chinese students at the Harvard Business School. In response. One reason that Coca-Cola Company began to introduce new beverages during the 1960s was competition from Pepsi Cola. Pepsi's success also motivated Coca-Cola Company to promote its beverage with the slogan "It's the Real Thing." a subtle. and could be a strong deterrent to war. More consequential was the Arab boycott in 1967. Lucian Smith. Furthermore. had made $1. the Communist party. which significantly hindered the company's relations with Israel. and supported China's soccer and table-tennis teams. under Austin's management the company became more specialized. in terms of international relations. When Coca-Cola was first introduced to France. along with diet versions of these drinks.

Goizueta decided to reformulate the 99-year-old drink in the hope of combating Pepsi's growing popularity. when TriStar changed its name to Columbia . Goizueta's second 1982 gamble paid off handsomely when Diet Coke went on to become the most successful consumer product launch of the 1980s. risking the well-guarded trademark that until then had stood only for the original formula.S. Within less than a year the company brought back the "old" Coca-Cola. Less than a year after becoming chairman. Something had to be done about the sluggish domestic sales of Coca-Cola and the intense competition presented by Pepsi. Goizueta thought that the entertainment field had good growth prospects. but would not review it personally. The Goizueta Era Begins: 1981 Roberto Goizueta became chairman in 1981. set policies. Coca-Cola Company's interest in TriStar was increased to 80 percent. but by 1984 Pepsi had a 22. In return. and direct the company's relations with the U.Austin would delegate authority to various departments.6 percent share. Based on information gathered from blind taste tests. Second. For instance. barely profitable company. he made two controversial decisions. among other things. he would give general approval to an advertising scheme. negotiate with foreign countries. government. In 1950 Coca-Cola had outsold Pepsi by more than five to one. tradition-obsessed. First. In September 1987 Coca-Cola Company agreed to sell its entertainment business to TriStar Pictures. The change to New Coke was not enthusiastically greeted by the U. Goizueta introduced Diet Coke to the public. In 1985 Goizueta took another chance. because of the massive amount of free publicity that the brand received from the debacle. calling it Coca-Cola Classic. and eventually the number three soft drink in the entire world. The Cuban immigrant immediately shook up what had become a risk-averse. replacing Austin.8 percent share of the market while Coca-Cola had a 21. without much consumer research. Coca-Cola Company's holding in TriStar was gradually distributed as a special dividend to Coca-Cola Company shareholders until the company's interest was reduced to a minority. New Coke was universally considered the biggest consumer product blunder of the 1980s. and that it would benefit from Coca-Cola Company's expertise in market research. but it was also viewed in a longer term perspective as a positive thing. 30 percent of which was owned by Coca-Cola Company. and Austin would.S. he acquired Columbia Pictures for about $750 million in 1982. public. Smith was responsible for the everyday operations of the company.

and other "New Age" beverages. Coca-Cola Company purchased Barq's. bottled waters. Coca-Cola Nestlé Refreshment Company. The parent company acquired more than 30 bottlers worldwide from 1983 to 1993.Pictures Entertainment and sought its own listing on the New York Stock Exchange. Coca-Cola Company reentered the bottling business. By then. and gift items featuring Coca-Cola slogans or advertising themes was released. Also during this time. through the acquisition and consolidation of two large bottlers in the South and West in 1986. The new campaign was formulated by Creative Artists Agency. The company began repurchasing interests in bottlers worldwide with a view toward providing those bottlers with financial and managerial strength. . a maker of root beer and other soft drinks. Coca-Cola Company fought back by introducing its own new alternative drinks." the company's schemes for the 1990s included the 1993 global launch of the "Always Coca-Cola" advertising theme. toys. improving operating efficiencies. when the parent company formed Coca-Cola Enterprises Inc. a 32-page catalog of about 400 licensed garments. which took over much of the brand's business in 1992 from longtime agency McCann-Erickson Worldwide. Coca-Cola Company ended up with $1 billion in profits from its short-term venture. In 1992 the company and Nestlé S. which were perceived as more healthful and more natural than traditional soft drinks.A. including POWERade (1990). which had long been dominated by family-operated independents. contour shape resulted from corporate marketing research indicating that an overwhelming 84 percent of consumers would choose the trademarked bottle over a generic straight-walled bottle. The trend started domestically. The company's primary challenge for the last decade of the 20th century came in the diet segment. to produce ready-to-drink tea and coffee beverages under the Nestea and Nescafé brand names. where top-ranking Diet Coke was losing share to ready-to-drink teas. however. the market value of the company's publicly traded bottlers exceeded the company's book value by $1. the company's first sports drink. of Switzerland formed a 50-50 joint venture. Purchase of Bottling Operations: 1983-93 In the mid-1980s. The 1994 introduction of a PET plastic bottle in the brand's distinctive.5 billion. In addition to the new campaign. and the Fruitopia line (1994). Although the company's flirtation with entertainment appeared to be ill-advised. and promoting expansion into emerging international markets. Called "one of the world's most sophisticated and powerful marketing organizations.

particularly in Europe. Although Coca-Cola Company remained steadily profitable. the company moved into a new phase of growth based on the acquisition of other companies' brands. Revenues increased from $4. Coca-Cola Company announced it would acquire the Orangina brand in France from Paris-based Pernod Ricard for about $890 million. while in the United States Coca-Cola had increased its share to 42 percent. overtaking and far surpassing Pepsi's 31 percent. outside the United States. Perhaps Goizueta's most important and influential contribution to the storied history of Coca-Cola Company was his relentless focus on the company's shareholders. In December 1998 Coca-Cola Company announced that it would purchase several soft drink brands. and Greece. and Canada. Canada Dry. having revitalized and awakened what had been a sleeping giant. for example.55 billion in 1996. Return on equity increased from 20 percent to 60 percent. which included 155 countries but not the United States.85 billion. while the market value of Coca-Cola Company made a tremendous increase.49 billion over the same period. from $4. Goizueta had turned the company into one of the most admired companies in the world.Goizueta died of lung cancer in October 1997. Australia. Switzerland. and South Africa from Cadbury Schweppes plc for $1. to take a hard line toward the company.8 billion in 1981 to $18. French authorities. and the member states of the European Union with the exception of the United Kingdom. Ireland. Later in . it was beset by one problem after another in the late 1990s.3 billion to $147 billion. Norway. Challenging and Stormy Times: 1997-99 Goizueta's right-hand man. France. The numbers clearly showed that he delivered for his company's owners. who had fined Coca-Cola Company for anticompetitive practices earlier that year. Ivester's reign turned out to be both brief and stormy. Coca-Cola Company's share of the global soft drink market was approaching 50 percent. while net income grew from $500 million to $3. blocked the purchase. the two companies in July 1999 received regulatory approval for a new scaled-down deal valued at about $700 million. Douglas Ivester. Dr Pepper. Its already dominant market share and a sometimes arrogant and aggressive approach to acquisitions led some countries. including Schweppes. Mexico. In late 1997. Having restructured its worldwide bottling operations under Goizueta. After encountering regulatory resistance in Europe. and Crush. was given the unenviable task of succeeding perhaps the most admired chief executive in the United States. racking up an impressive list of accomplishments during his 16-year tenure.

The company also planned to increase the appearances of the eight-ounce contour bottle. Despite the seemingly endless string of challenges the company faced in the late 1990s. Ivester viewed the downturn as an opportunity to make additional foreign investments at bargain prices. Coca-Cola Company was hit particularly hard by the global economic crisis of the late 1990s. Dasani was described as a "purified. essentially sacrificing the short term for potentially huge long-term gains." which had been used since 1993. to September 1999. which moved from Asia to Russia to Latin America. admit that there had been a manufacturing error. With nearly two-thirds of sales originating outside North America. Rather than retreating from the world stage. Coca-Cola Company was faced with another crisis in June 1998 when several dozen Belgian schoolchildren became ill after drinking Coca-Cola that had been made with contaminated carbon dioxide. four current and former employees had filed a racial discrimination suit against the firm in the United States. and apologize to its customers. While the economic crisis was still wreaking havoc. when the value of the ruble crashed. sales fell about 60 percent from August 1998. however. non-carbonated water enhanced with minerals. In Russia. Labels would continue to feature the iconic contour bottle but with a cap popped off and soda fizzing out. Soon." which had been used on Coca-Cola bottles periodically for decades. the crisis was a public relations disaster because company officials appeared to wait too long to take the situation seriously. where the company had invested $750 million from 1991 through the end of the decade. Although short-lived. 14 million cases of Coca-Cola products were recalled in five European countries in the largest recall in company history. The renewed emphasis on this classic brand icon and the resurrection of the "Enjoy" slogan seemed to be a fitting way for a company to launch itself into the new millennium.1999 separate agreements were reached that gave Coca-Cola the Schweppes brands in South Africa and New Zealand. the Coke Classic slogan "Always. In addition. would be replaced with the tagline "Enjoy. In February 1999 the company announced plans to launch its first bottled water brand in North America." In October 1999 the company announced that it would redesign the look of its Coca-Cola Classic brand in 2000 in an attempt to revitalize the flagship's stagnant sales. Meanwhile. The company . around this same time. in a particularly nostalgic move. and France and Belgium placed a temporary ban on the company's products. a suit that was later granted class-action status. CocaCola Company was also moving forward with new initiatives.

this venture was marketing ready-to-drink tea (Nestea. before making a much bigger splash with Vanilla Coke one year later.6 billion in one-time charges for a plan that aimed to save $300 million in operating costs per year.5 million settlement and also to have certain of its employment practices overseen by an outside task force. About 2. but he garnered only mixed results. Coca-Cola Company's board pulled the plug on the deal. In January 2001 an agreement was reached with Nestlé S. the largest cutback in the company's history. Daft turned to partnerships as a potential source of renewed growth. mainly concerned that the price was too high. This would have added the Gatorade brand. To supplement these meager advances. The company found moderate success with the 2001 debut of Diet Coke with Lemon. and it would also have complemented the company's strategy of strengthening its lineup of noncarbonated beverages. Continuing Struggles: 2000-04 Daft's first year was a hectic one. In November 2000 Daft engineered a tentative deal to take over the Quaker Oats Company for $15.ended 1999 with the surprising news that the beleaguered Ivester would retire in early 2000 after just two and a half years at the helm. .000 current and former African-American employees were eligible for settlement awards. The cuts were later scaled back to about 5. Daft. or 20 percent of the workforce. At the last minute. however. In January 2000 the company announced a drastic restructuring based on a plan drafted by a Daft-led team. He was named president and chief operating officer in December 1999 before becoming chairman and CEO the following February. Within several years. a native Australian and 30-year Coca-Cola Company veteran who had headed the company's operating group covering the Middle and Far East and Africa. to form a joint venture called Beverage Partners Worldwide. and particularly to try to capture a greater share of the noncarbonated beverage sector.200.4 billion acquisition of Quaker Oats. Belté. but the company still took about $1. Also in November. Coca-Cola Company said it would lay off about 6. The company agreed to a $192. Another of Daft's main objectives was pumping up an arid new product pipeline. Taking over was Douglas N. The latter received the firm's largest new product launch since the New Coke debacle.A.000 employees. which dominated the sports drink sector. Coca-Cola Company reached an agreement to settle the race-discrimination classaction lawsuit that had been brought against it.75 billion. The company's archrival PepsiCo quickly swooped in to complete a $13.

a major bottler. An early 2004 launch of the Dasani brand into the European market was aborted when bottles in Britain were found to contain elevated levels of bromate. Coca-Cola Company and the Procter & Gamble Company (P&G) agreed in March 2001 to create a $4 billion joint venture that would have joined the Minute Maid brand and distribution network with P&G's snack and juice brands. Acquisitions Fuel Growth: 2005-11 Isdell performed well during his brief time in charge of the company. In 2007. market. the company hired a semi-outsider. facing increasing competition from alternative beverages. He left the company in 1998 to become chairman of Coca-Cola Beverages. and distribution of Danone's Evian water brand.S. However. Neville Isdell. In a separate deal. E. It was the biggest product launch by the company since the introduction of Diet Coke 22 years earlier. in June 2004. Isdell completed the . Isdell was a former senior executive at Coca-Cola Company who had led the company's push into a number of new markets around the globe in the 1980s and 1990s.000 jobs from the payroll. Taster's Choice. Also that year. This latest product recall came as Coca-Cola was in the midst of another change at the top. half of them at headquarters. marketing.Yang Guang. In March 2003 the company slashed another 1. sales. the French firm's biggest seller. and Georgia Club) products in the United States and about 45 other countries. having decided to try to build the Minute Maid brand on its own. An Irish citizen who had grown up in Africa. Coca-Cola pulled out of the deal just a few months later. a substance that can cause cancer after long-term exposure. a low-calorie beverage marketed toward males between the ages of 18 and 34. After considering a number of outside candidates. Virginia. and distribute Danone's Dannon and Sparkletts bottled-water brands in the United States. Coca-Cola took over the U. and the company issued an apology to Burger King and its franchisees and offered to pay them $21 million. Then in July 2002 Coca-Cola Company and Groupe Danone formed a joint venture to produce. In February 2004 Daft announced his intention to retire following a search for a new chief executive. and several other brands) and coffee (Nescafé. Coca-Cola Company was the recipient of more negative publicity when it was revealed that several midlevel employees had rigged a marketing test for Frozen Coke done three years earlier at Burger King restaurants in the Richmond. area. The scandal led to the departure of the head of Coca-Cola Company's fountain division. He oversaw the launch of Coca-Cola Zero. and then retired in 2001.

PepsiCo completed the transaction in early 2010. Within weeks.4 billion to acquire the North American operations of CCE as well as CCE's bottling facilities in Norway and Sweden. The discussions centered on the possibility of Coca-Cola Company acquiring CCE. PepsiCo made an offer to purchase its two largest bottlers. and new marketing investments in emerging economies. one month after the CCE acquisition was completed. Pepsi Bottling Group and PepsiAmericas. the company and its bottling partners were planning to invest nearly $30 billion by 2016 on new manufacturing facilities. a company that operated under the name Glacéau. Coca-Cola Company spent $980 million to acquire half of Aujan Industries. and Middle East Group. Kent began talks with Coca-Cola Enterprises Inc. hoped to save an estimated $350 million in operational efficiencies over a four-year period by acquiring the bottling operations. Inc. it planned to spend $4 . new distribution systems." Coca-Cola Company's plan for doubling revenues by the end of the decade. and president of Coca-Cola International.acquisition of Energy Brands. the world's largest Coca-Cola bottler. Coca-Cola Company announced it had reached an agreement with CCE. management announced "2020 Vision. Isdell was replaced as CEO in 2008 by Muhtar Kent. In China. COO of the company's North Asia. including Rani. Fruitwater. In 2011. Smartwater. As part of the plan.000 employees once the acquisition was completed. seeking to realize cost synergies and secure greater flexibility in distributing its beverages. Eurasia. The company paid $12. whose payroll swelled by nearly 60. (CCE). Under the terms of the agreement. Coca-Cola Company signed an agreement with one of the largest independent beverage companies in the Middle East. including general manager of CocaCola Turkey and Central Asia. and Barbican. Vimto. In Russia. In late 2011. and Vitaminenergy. who joined Coca-Cola Company in 1978. but negotiations stalled in early 2009. the company planned to invest $3 billion over a five-year period. Coca-Cola Company paid $4. Kent and his management team had bold plans.1 billion to gain control of popular Glacéau brands such as Vitaminwater. Coca-Cola Company.. During his first year as CEO (he was named chairman in 2009). Looking forward. paying $7. only to be revived when it became known that the company's archrival was plotting a similar move.8 billion to buy the bottlers. which marketed a range of popular beverage brands. Kent held numerous leadership positions during his career. the company's 125th anniversary.

Odwalla.. Coca-Cola Erfrischungsgetranke AG (Germany). New York: HarperBusiness.. Hindustan Coca-Cola Holdings Private Ltd. Coca-Cola Industrias Ltda." Business Week. Dulux CBAI 2003 BV (Netherlands). Ltd.. CCDA Waters. PepsiCo.. Servicios y Productos Para Bebidas Refrescantes S. Pacific. Secret Formula: How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-Known Product in the World.H. 214A. Recofarma Industria do Amazonas Ltda. Limited. (Argentina).A.. Coca-Cola Industrias Ltda.. BCI Coca-Cola Bottling Company of Los Angeles. (Brazil).. Limited. Conco Limited (Cayman Islands). Corporacion Inca Kola Peru S.m. LLC. . CCHBC Grouping Inc. Further Readings Allen. Inc. Inc.R. Latin America. Coca-Cola de Chile. Principal Operating Units North America. Atlantic Manufacturing (Cayman Islands). Coca-Cola Beverage (Shanghai) Company Limited (China). Shanghai Shen-mei Beverage & Food Co. William. Caribbean Refrescos. S. Pacific Refreshments Pte. Inc.A.. Soira Investments Limited (British Virgin Islands). Open Joint Stock Company Nidan Juices (Russia). Echikson. The Inmex Corporation..billion over a three-year period. Coca-Cola Refreshments Canada Company. Coca-Cola South Asia Holdings. FUZE Beverage. .Costa Rica.. Nestlé S.A.A. SA Coca-Cola Services NV (Belgium). Energy Brands.R. Coca-Cola Holdings (Overseas) Limited. Coca-Cola Company planned to invest $5 billion by the end of the decade. 1999.L.. (Brazil). .. Nordeste Refrigerantes S. "Have a Coke and a Smile--Please. The Coca-Cola Export Corporation.R. Coca-Cola China Industries. Ltd. Coca-Cola (Japan) Company. Inc. Coca-Cola Refreshments USA. Coca-Cola G.L. August 30. Coca-Cola Bottlers Philippines. (Germany). (Brazil). (India). Inc. Luxembourg CB 2002 S. Refrescos Guararapes Ltda. (Singapore). Europe.L. Coca-Cola Midi SAS (France). Frederick. Principal Competitors American Beverage Corporation. Inc. CocaCola Overseas Parent Limited.b. (India). Eurasia & Africa. 1994. Hindustan Coca-Cola Overseas Holdings Pte. Brucephil. Principal Subsidiaries Atlantic Industries (Cayman Islands).Brazil. Ltd. LLC. European Refreshments (Ireland). Hindustan Coca-Cola Beverages Private Ltd. (India). Inc. In the Middle East and North Africa. (China). Inc.

and Betsy McKay. Juice.'" Business Week. "Coke's CEO Doug Daft Has to Clean Up the Big Spill. McKay... Document URL http://bi. "At 125 Years Old..Foust. November 2003. 2004. 2004. Natalie. 81-82.galegroup. 2000. March 6." Atlanta Journal-Constitution. Terhune. Foust. Betsy. "Coke Merger to Affect Jobs. Elizabeth C. Jack. 1992." International Directory of Company Histories. Yazijian. and J. A3. "Trouble Bubbles for Coke. Pederson. Foust. The Cola Wars. and Deborah Rubin. New York: Barricade Books. and Joann S. and Gerry Khermouch." Business Week." Business Week. May 2. May 4. May 5. Dean. Dean. May 17. 1980. and Ralph Roberts. Web.Business Insights: Essentials. A1.com/essentials/article/GALE|I2501316739/de85311fd4e13b314d2fe746eb9da c3b?u=uprpiedras . 2004. Zmuda. Constance L. C. The Real Thing: Truth and Power at the Coca-Cola Company. Jay P. Graham. 148. The Real Ones: Four Generations of the First Family of Coca-Cola. Lublin. Source Citation: "The Coca-Cola Company. March 19. 2001. NY: Doubleday. Pat. 1978. James Press. Hays. Dean. 2013. Harvey Z." Advertising Age. Ed. 86-88." Wall Street Journal. Garden City. Patricia." Fortune. New York: Everett House. 24-26. Neff. Coke Is No Longer 'It. Vol. 9 Sept. "Bottled Up--Behind Coke's CEO Travails: A Long Struggle over Strategy. New York: Random House. Coke's Story Is Still Being Written. CEO. 2004. "Now. "Repairing the Coke Machine. McWilliams. 141." Food Processing. 58-59. "Things Go Better with . Coca-Cola: An Illustrated History. Sellers. 2011. 2010. 2000.. 150-51. 2013. Louis." Wall Street Journal. February 28. "Coke Names Isdell Chairman. Jeremiah. Chad. Watters. Detroit: St. November 19.

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