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BUS 690 Coca-Cola Business Case 1.
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BUS 690 Coca-Cola Business Case 1.
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COCA-COLABUSI
NESSCASE1
COCA-
COLABUSI
NESSCASE
BUSI
-690
LI
BERTYUNI
VERSI
TY
,Coc
a-Col
aBu
sin
essCa
se
2
1 E
xec
uti
veSu
mma
ry
Coc
a-Col
a,f
oun
dedi
n18
86,
rep
ort
edan
eti
ncomeofi
ncomeofov
er
7b
il
li
ond
oll
arsi
n20
14.
It’
sna
mes
akea
ndp
rima
ryb
ran
d,Coc
a-Col
a,wa
s
f
ir
stp
ate
nte
dforu
sea
same
dic
ati
on,
lat
erAs
aGr
igg
sCa
ndl
erb
oug
htou
t
t
hec
omp
anya
ndu
sedma
rke
ti
ngt
ech
niqu
eswh
ichl
edCoc
a-Col
atob
ecome
al
ead
eri
nth
ebe
ver
agei
ndu
str
y(Ge
tNe
tWor
th)
.Th
eirc
los
estc
omp
eti
ti
oni
s
Ne
stl
e,PE
PSI
CO,
Inc
.an
dDr
.Pe
ppe
rSn
app
leGr
oup
,In
c.Coc
a-Col
aof
fer
s
ov
er7
00p
rod
uct
san
dca
nbef
oun
dal
lov
ert
hewor
ldi
nma
nyd
iff
ere
nt
l
ang
uag
es.
Des
pit
eth
isb
rea
dtha
ndl
eve
lofp
rof
itt
hef
ir
misc
ons
tan
tly
c
hal
l
eng
edb
yit
scomp
eti
tor
san
dmu
str
eac
ttot
hei
ref
for
tsa
ndt
och
ang
es
i
nma
rke
tfor
ces
.Pr
ofi
tsh
aved
ecl
i
nee
achoft
hel
astt
hre
eye
ars
,an
d
i
ncr
eas
edc
onc
ern
sab
outt
heh
eal
the
ffe
ctsofs
uga
ryd
rin
ksa
ndl
arg
e
p
ort
ions
ize
sar
ebe
comi
ngi
ncr
eas
ing
lyp
rob
lema
tic
.
Th
isb
usi
nes
sca
seh
asb
eena
sse
mbl
edt
oev
alu
atet
hep
osi
ti
onof
Coc
a-Col
aint
heb
eve
rag
ema
rke
tan
dtoe
val
uat
ewh
at,
ifa
nyt
hin
g,c
anb
e
d
onet
ore
tur
nth
ebu
sin
esst
ogr
owt
han
din
cre
asep
rof
it
abi
l
it
y.Th
is
,a
sse
ssme
ntb
egi
nswi
thar
evi
ewoft
hee
xis
ti
ngmi
ssi
ona
nds
tra
teg
yoft
he
Coc
a-Col
aComp
any
.Itt
henc
ont
ras
tst
hatwi
tha
lte
rna
tiv
est
hatc
oul
dre
stor
e
g
rowt
h.SWOTa
nal
ysi
san
dsi
mil
art
ool
sar
eap
pli
edt
oth
efi
rmt
ohe
lp
i
den
tif
yal
te
rna
tiv
est
rat
egi
es.
Do-
not
hin
gan
dal
te
rna
tiv
est
rat
egi
esa
re
p
res
ent
eda
ndu
sedt
oge
ner
atep
ro-
for
mas
tat
eme
ntst
hatc
ant
henb
e
a
nal
yze
dus
ingn
etp
res
entv
alu
etod
ete
rmi
newh
eth
erc
han
gesa
nd
i
nve
stme
ntsr
epr
ese
ntg
oodu
sesoff
ir
mca
pit
al.
Las
tl
y,t
hisa
nal
ysi
sis
s
umma
riz
eda
ndar
ecomme
nde
dst
rat
egya
ndmod
els
ugg
est
ed.
, Coc
a-Col
aBu
sin
essCa
se
3
2 E
xis
tin
gMi
ssi
on,
Str
ate
gy,
andOb
jec
tiv
es
Coc
a-Col
aisawor
ldl
ead
eri
nth
ebe
ver
agei
ndu
str
y.Ast
heb
eve
rag
e
i
ndu
str
ych
ang
es,
Coc
a-Col
alo
oksa
hea
dtou
nde
rst
andt
het
ren
dsa
nd
f
ore
cas
tsi
ndu
str
ybe
hav
iort
ost
ayont
op.
The
irv
isi
oni
sab
outi
ndi
vi
dua
ls
wi
thi
nth
eU.
S.a
nda
rou
ndt
hewor
ld.
Ins
pir
ingp
eop
let
obet
heb
esta
twh
o
t
heya
rea
ndwh
att
heyc
anb
e.Coc
a-Col
afe
elst
hei
rre
spon
sib
il
it
yist
oth
e
p
lan
eta
ndt
obear
esp
ons
ibl
ebu
sin
esst
hath
elp
stob
uil
dan
dsu
sta
in
c
ommu
nit
ie
s.Aswi
tha
llc
orp
ora
tion
s,t
heywa
ntt
oma
int
ainl
ongt
ermp
rof
it
s
wh
il
ebe
ingah
igh
lye
ffe
cti
vep
rod
uct
iv
eor
gan
iza
tion
.Coc
a-Col
a
c
onc
ent
rat
esont
hen
eed
sord
esi
resoft
hei
rcu
stome
rsa
nds
har
ehol
der
s.
Coc
a-Col
abe
li
eve
sdi
ver
si
tya
ndp
art
ner
shi
pist
hek
eyt
oen
cou
rag
ea
p
osi
ti
vec
han
gei
nth
ewor
lda
ndt
oin
spi
rep
ass
ion
,op
timi
sma
ndc
rea
tiv
it
y.
Coc
a-Col
a,f
oun
dedi
n18
86,
hasan
eti
ncomeofi
ncomeofov
er7
b
il
li
ond
oll
arsi
n20
14.
The
irc
los
estc
omp
eti
ti
oni
sNe
stl
e,PE
PSI
CO,
Inc
.an
d
Dr
.Pe
ppe
rSn
app
leGr
oup
,In
c.Coc
a-Col
aof
fer
sov
er7
00p
rod
uct
san
dca
nbe
f
oun
dal
lov
ert
hewor
ldi
nma
nyd
iff
ere
ntl
ang
uag
es.
Onei
sab
let
ocon
nec
t
wi
tht
heor
gan
iza
tiont
hrou
gha
lls
oci
alme
dias
tre
amt
opr
ovi
def
eed
bac
kan
d
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