THE COCA-COLA COMPANY LIMITED

The Coca-Cola Company is the world's leading manufacturer, marketer and

distributor of non-alcoholic beverage concentrates and syrups. Along with
Coca Cola, the world's best known brand, The Coca Cola Company
markets four of the world's top-five soft drink brands, including Diet Coke,
Fanta and Sprite. Throughout the world, no other brand is an immediately
recognizable as Coca Cola. With operations in more than 200 countries, a
diverse workforce comprised of more than 200 different nationalities,
communicating in more than 100 different languages, The Coca Cola
Company is part of the fabric of life in each of the communities they serve
throughout the world. It operates as a local business partner, providing
quality in the marketplace, enhancing the workplace, preserving the
environment and strengthening the community. Coca-Cola is the most
popular and biggest-selling soft drink in history, as well as the best-known
product in the world. Coca-Cola was invented in May 1886 by Dr. John S.
Pemberton in Atlanta, Georgia. In 1893, Coca Cola was registered in the
United States and then further investment was put into it to expand the
business. To handle the enormous capacity of its business, the Coca Cola
Company has divided up into six operating units: Middle and Far East
Groups, Europe, The Latin America Group, The North America, The Africa
Group and The Minute Maid Company. The Head Quarters is situated in
the United States. The country that I'm going to be concentrating on is the
United Kingdom and how the company works in the U.K.
 Coca Cola's Objectives of the Company
Coca cola’s main objectives are to

a) Survive,
b) Maximize their profits and
c) To expand their business.

OBSERVATION
However, from when Coca Cola had started, over the years they had
achieved these objectives. We can observe that the company has some
strategic objectives to provide the company with a framework for the
company's success. In 2003, every function of The Coca-Cola Company
integrated these priorities (profit maximization, survival, and expansion of
the business) into their business plans.

Relating to the profit maximization and size maximization objective I found

that the company did the following for the achievement of its objective-

1. Accelerate carbonated soft-drinks growth led by coca cola

- Coca Cola leads with their strengths. Carbonated soft drinks remain their
most profitable business and Coca Cola is the most popular brand in the
world. This strategy paves the way for growth.

2. Selectively broaden the family of beverage brands to drive

profitable growth
- Enormous opportunity exists in categories such as juice and juice

drinks, bottled water, teas, energy drinks, coffee and more.

3. Grow system profitability and capability together with the bottling

partners

- Coca Cola is a company of relationships, and one of the most

important relationships is the one they share with their bottling partners.
In 2003, those relationships became more profitable and productive.

4. Serve customers with creativity and consistency to generate growth

across all channels

- They continually strive to increase growth for the customers'

businesses, helping create a context for the company's growth.

5. Direct investments to highest-potential areas across markets

- Coca Cola tailor their business approach to the individual marketplace

based on its stage of development. In this way, they direct their
investments in a way that makes the most business sense.

6. Drive efficiency and cost-effectiveness everywhere

- By leveraging technology, creating alignment across business units

and achieving economies of scale, they are able to operate with more
efficiency.
 Conclusion
To maximize profits enables the company to enhance the business, to

expand the business, allow business to take over another business, buy

new machineries, and pay more dividends to the shareholders. Enhancing

the business means to upgrade the business in a sense that a business

buys new Computers, new office equipments, new furniture, expand the

office, employee more labor etc. These three objectives are just not the

businesses objectives but they provide the framework for the company's

success. They achieve these goals very successfully by striving for

carrying out against a crystal clear strategy for success, and by

doing so with an unwavering commitment to quality.