The drink Coca-Cola was 

originated in 1886 by an Atlanta pharmacist, John S. Pemberton (1831–88), at his Pemberton Chemical Company. His bookkeeper,
Frank Robinson, chose the name for the drink and penned it in the flowing script that became the Coca-Cola trademark.

The ‘Coca-Cola’ brand has been adopted the strategy of global marketing. They are considering the whole world as single market place and uniform marketing
strategy was being used Coca-cola for many years, but now the trend is changing and different marketing campaigns are being designed for different regions of
the world. . Business decisions are made on a domestic basis to fit in with the culture and needs of the domestic community. 

Because of successful and efficient marketing research Coca-cola was able to produce globally in different regions of the world.

They used the code under the cap of bottle we had to dial 4477 and send that code and get reward.---advertisement.

Coca-Cola is controlled through a vertical hierarchy, with decision-making authority residing with the company's upper management. Daily and routine decisions
are made by the line managers at the middle level. Coca-Cola has more than 700,000 system employees, including their bottling partners.

Coca-Cola follows the decentralization within centralization model of organizing itself. This means that while the global headquarters retains its overall decision
making, the corporation is divided into regions and geographical territories in which it operates.

What are the strategies of Coca-Cola company?

New Business Strategy to Focus on Choice, Convenience and the Consumer. Coca-Cola is evolving its business strategy to become a total beverage company by
giving people more of the drinks they want – including low and no-sugar options across a wide array of categories – in more packages sold in more locations.

What are the challenges faced by Coca-Cola company?

The problems faced by Coca-Cola Company are high sugar harmful to health, increase in competitors, plastic bottle waste and water scarcity. These issues will
lead to many negative impacts to social and natural environment.

What are the aims and objectives of Coca Cola?

The company's mission statement states that the company aims to: refresh the world, inspire moments of optimism and happiness and. Create value and
make a difference in the place that we all live in.
How does Coca Cola communicate with customers?

Currently, the communications that are organized by the firm include: advertising, direct marketing, interactive/ internet marketing, sales promotion, public
relations, personal selling, and sponsorship marketing. Advertising is extremely important for this company, this is because its giant customer base is so global.

What is Coca-Cola's competitive advantage?

Coca Cola is a leading brand with several sources of competitive advantage. Its market leading position is owing to its focus on product quality, marketing,
research and innovation as well as several more factors. Being a leading soda brand, its only main rival is Pepsi.

How do Coca-Cola communicate with stakeholders?

This communication typically happens in two varieties—“News from the Coca-Cola Company” newsletters and event invitations. The newsletters the Coca-Cola
team shares inform stakeholders on projects Coca-Cola is taking on, such as grant announcements or community activities.

How do Coca-Cola communicate with employees?

Leaders at Coca-Cola have enacted effective communication channels that allow free flow of message from/to the management; the channels include internally
made mechanisms like telephones extensions, intranets, emailing systems, notice boards, and meetings.

The controlling function in Coca-Cola is done through periodic reviews of managerial and salespersons performance. Towards this end, an appraisal system
based on objective evaluation of whether the employee being appraised has met his or her targets forms the backbone of the controlling function in the
company.

Controlling is a regulatory process of establishing standards to achieve organizational goals, comparing actual performance against the standards and taking
corrective action when necessary” (Williams & McWilliams, 2010, p.319)，it is a process of monitoring, comparing and correcting work performance (Robbins et
al, 2009, p.697). There are 3 methods of control: feed forward control, concurrent control and feedback control (Williams and McWilliams, 2010).

As one of the most valuable brand in the world, Coca-Cola uses these methods through the process of its development.
Concurrent control is a mechanism for gathering information about performance deficiencies as they occur (Williams and McWilliams, 2010). This kind of control

is for the process of action, once the deviation happened, it has to be corrected immediately

.There are over a billion people in the world choose beverage produced by Coca-Cola to drink every day. So it is important for the company to ensure the quality
of each bottle of drink. An accident happened in 1996, some primary and middle school students in Belgium and France were poisoned because they drunk
Coca-Cola. That was almost a catastrophe to the company as they will lose a huge number of customers. Since the event happened, Coca-Cola recovered all the
productions in the market at that period and find out the cause of the accident, and the company also said that they will pay medical expense for patients. After
that, they set a hotline to answer costumers’questions.They even provided free cola for people in Belgium. Although they lost over sixty million dollars, they won
the trust from customers again. That was a case of concurrent control.Now coca-cola has a rule to monitoring and controlling the process of produce,which
include monitor the part of training staffs, protect environment, and so on. Even the company solved the event beautifully, they need to prevent such an
accident happen again .They need to keep a high quality work on concurrent control.

PET line Wienerburg plant

Coca-cola also use feedback control,which is a mechanism for gathering information about performance deficiencies after they occur (Williams & McWilliams,
2010).As mentioned above, after the accident in 1996,Coca-Cola set a hot line to answer questions and complains, which is a way to do feedback control, they
receive customers ‘question and unsatisfied complains, then improve themselves.  They also have surveys to customers. In 2010 Coca-Cola did a survey to those
customers who have complains to products and the Company. Some surveys tell Coca-Cola that customers are looking for something new and popular. Cola
need some different to meet what customers want.Some people want to keep fit, then Coca-Cola push out Cola Zero .Some people want different taste, so they
push out different taste cola like vanilla cola and Cola lite
  

.The company do a really good job on feedback control to enable their productions attract customers. These control make Coca-Cola famous, popular and
trustworthy all over the world.

Quality:
“The control process begins when managers set goals. Standards are a basis of comparison for measuring the extent to which organizational performance is
satisfactory. (Williams & McWilliams, 2012)” Coca-cola applies this important step in the controlling. “From the very beginning, the leaders of the Coca-cola
Company have relized that quality sets us apart from our competitor. From many years, our approach to managing quality was prescriptive and centrally
controlled. (Coca-cola Company)” Coca-cola has their own quality management system, which called TCCQS at the beginning. This quality system has featured
quality and environmental standards. It provides a guideline for the company and guarantees of the high quality as well. As a global beverage, you can buy Coca-
cola everywhere, you will recognize the taste is the same. Coca-cola now is a symbol of quality. Each can of the coke is produced followed by the standards. In
addition, TCCQS is not a rigid regulation, it will keeps pace with the international standard. They has changed improved the quality system according to the
Global Food Safety Initiative certification. This is relates to the corrective action of control. By applied the applicable regulations and standards consumers get
the consistent quality product. “The result was that, Marshall said, ‘we changed our philosophy, but no content.’ (Coca-cola Company) ” TCCQS helps the leaders
determine how to keep correct process in making the drink and uses a system of comparison to show how the details will affect the success of a company.

Safety:
Nowadays, food safety is becoming a controversial topic, food safety is strongly related with quality and is integral role to play in a company. A new internal
system called KORE is created for quality, food safety and environmental, with this internal system, Coca-cola Company asks all of the products should meet the
application. “KORE brings an increased focus to the area of food safety and encourages alignment with the highest international manufacturing standards while
recognizing the need to meet applicable government, legal and local regulations.” To maintain and create safety, all of the products are tested in the
laboratories for applying stringent requirements.

Feedback:
Another basic component of control which is applied in Coca-cola is feedback control. “Feedback control is a mechanism for gathering information about
performance deficiencies after they occur. This information then used to correct or prevent performance deficiencies. (Williams & McWilliams, 2012)” In Coca-
cola website, it is easy for people to find the “contact us” options. Coca-cola provides consumers opportunities to speak out their suggestions and questions. The
department which is in charge this will reply as soon as possible. By gathering the information, it is an improvement in the management. Coca-cola strives
toward perfect service and safest food. Each bottle of coke in consumers’ hands is meeting the requirements and consumer expectations.