Letter of Transmittal

19th April, 2015

Ishrat Laila(IsL)
Lecturer
School of Business
North South University

Dear Madam
In this report of “Coca Cola”, we have tried to implement our learning from this course. We
would like to thank you for offering the opportunity to work on this topic.

Despite many limitations, we have tried our best to make this report accurate and reliable.
If you have any further enquiry concerning any additional information, we would be very
pleased to clarify that. Thank you.

Sincerely yours,
 Acknowledgement:

Our first thank goes to the almighty Allah for bestowing us the patience and courage to finish
this huge task within its deadline.

And then we want to thank to our respective course instructor Ishrat Laila for her co-operation
despite her busy schedule, she was always there to guide us whenever we needed help, her keen
insight, advice and suggestion have helped us to improve our report.

Her guidelines have enabled us to complete the report which is extremely important for our
course business communication. .

We would like to remember the smiling face of all the people who give us their valuable time.

All in all it was a wonderful experience to work as a team in doing the study and preparing this
report on such an important issue.

Last but not the least we are also grateful to some of our friends and well-wishers who inspired
us to give information of this report.
Table of content:

Introduction

History

Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S.
Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains.
He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with
carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and
bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as
designing the trademarked, distinct script, still used today.

The first servings of Coca-Cola were sold for 5 cents per glass. During the first year, sales
averaged a modest nine servings per day in Atlanta. Today, daily servings of coca cola beverage
are estimated at 1.9 billion globally.

Prior to his death in 1888, just two years after creating what was to become the world’s #1-
selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with
the majority of the interest sold to Atlanta businessman, Asa G. Candler. Under Mr. Candler’s
leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta. In 1894,
impressed by the growing demand for Coca-Cola and the desire to make the beverage portable,
Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain,
becoming the first to put Coca-Cola in bottles. Large scale bottling was made possible just five
years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured
exclusive rights to bottle and sell Coca-Cola. The three entrepreneurs purchased the bottling
rights from Asa Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton
developed what became the Coca-Cola worldwide bottling system.
The first marketing efforts in Coca-Cola history were executed through coupons promoting free
samples of the beverage. Considered an innovative tactic back in 1887, couponing was followed
by newspaper advertising and the distribution of promotional items bearing the Coca-Cola script
to participating pharmacies.

Fast forward to the 1970s when Coca-Cola’s advertising started to reflect a brand connected with
fun, friends and good times. Now-a-days coca-cola sponsored country base festival and
international days.

The world is changing all around us. To continue to thrive as a business over the next ten years
and beyond, we must look ahead, understand the trends and forces that will shape our business in
the future and move swiftly to prepare for what's to come. We must get ready for tomorrow
today. That's what our 2020 Vision is all about. It creates a long-term destination for our
business and provides us with a "Roadmap" for winning together with our bottling partners.

Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by
describing what we need to accomplish in order to continue achieving sustainable, quality
growth.

 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
  Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to make our
2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well

Focus on the Market

 Focus on needs of our consumers, customers and franchise partners

 Get out into the market and listen, observe and learn
 Possess a world view
 Focus on execution in the marketplace every day
 Be insatiably curious

Work Smart
  Act with urgency
 Remain responsive to change
 Have the courage to change course when needed
 Remain constructively discontent
 Work efficiently

Act Like Owners

 Be accountable for our actions and inactions

 Steward system assets and focus on building value
 Reward our people for taking risks and finding better ways to solve problems
 Learn from our outcomes -- what worked and what didn’t

Be the Brand

 Inspire creativity, passion, optimism and fun

Product Coca-Cola
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most
recognizable brands in the world.

Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a
fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water.

Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold
in every state and territory in the United States.

In 1899, The Coca-Cola Company began franchised bottling operations in the United States and
in 1906 bottling operations for Coca-Cola began to expand internationally.

Sprite :Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is
sold in more than 190 countries and ranks as the No. 3 soft drink worldwide.

Fanta : Introduced in 1940, Fanta is the second oldest brand of The Coca-Cola Company and
our second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit
grown is available as a Fanta flavor somewhere.  Consumed more than 130 million times every
day around the world, consumers love Fanta for its great, fruity taste.

Diet Coke :Diet Coke, also known as Coca-Cola light in some markets, is a sugar- and calorie-
free soft drink.. Today, Diet Coke/Coca-Cola light is one of the largest and most successful
brands of The Coca-Cola Company, available in more than 150 markets around the world.

Coca-Cola Zero :Coke Zero was Coca-Cola's largest product launch in 22 years and launched in
2005, reaching billion-dollar status in 2007. Coca-Cola Zero offers great Coke taste, uplifting
refreshment and zero sugar.

Minute Maid :Minute Maid has been making juice for more than 60 years and has a heritage of
nutrition, innovation, and quality. The Minute Maid Corporation was acquired by The Coca-Cola
Company in 1960, marking its first venture outside of soft drinks.

Ciel :Ciel is a purified, noncarbonated bottled water that has been enjoyed by consumers since
1996. Ciel Mineralizada, a bottled mineral water, became available in Mexico in 2001.
POWERADE :POWERADE™ combines carbohydrates, electrolytes with fluids for energy and
hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or
other intense activities. In most markets, POWERADE is scientifically formulated with the
ION4® Advanced Electrolyte System, which helps replenish 4 key electrolytes lost in sweat:
Sodium, Potassium, Calcium, & Magnesium.

Simply :Simply Orange is a premium, gently pasteurized, not from concentrate 100% orange
juice. Available in six varieties, Simply Orange is never frozen and never sweetened.

|Coca-Cola light :Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft
drink with a deliciously crisp taste that gives you a light boost in your busy day. The brand
created an entire new category and a new way of life. Today, Diet Coke/Coca-Cola light is one
of the largest and most successful brands of The Coca-Cola Company, available in over 150
markets around the world.

Fresca :With a unique citrus taste, Fresca is a caffeine-free soft drink for discriminating adults.
Fresca was introduced in the United States in 1966 as a calorie-free grapefruit-flavored drink. Its
bubbly, crisp, light taste provides a flavorful beverage to consumers who want great citrus taste
in a calorie-free soft drink. Fresca is sweetened with sugar in some parts of the world

Del Valle :It has a diverse juice line up ranging from 100% juices and nectars to juice drinks and
is available in different convenient packaging for the whole family. The brand is available in
Mexico, Brazil, Colombia, Venezuela, Central America, and other markets in Latin America.

glacéau smartwater :glacéau smartwater is inspired by the way mother nature makes water,
known as the hydrologic cycle.  we simulate this process by vapor distilling water, making every
drop as pure as the very first drop of rain (before it passes through pollutants, of course).  if
that’s not smart enough, we then one-up mother nature by adding in electrolytes for a clean crisp
taste.   if that sounds like genius, it is.  smartwater is smart because it’s made that way.
Mello Yello: The smooth citrus taste of Mello Yello has refreshed people's thirst for over two
decades. Its unique taste and confident, in-control style sets it apart from other soft drinks. Mello
Yello highlights the smooth choices in life - because when you drink Mello Yello, everything
goes down easy.

FUZE: FUZE is reinventing the juice drink experience with its line of flavored beverages that
blend together the goodness of diverse fruity flavors and nutritional ingredients. The new and
improved FUZE is now available in twelve mouthwatering flavor varieties, each of which is an
excellent source of antioxidant Vitamins A, C and E.

FUZE TEA: FUZE TEA is a new global tea brand from the Coca-Cola family that is a fusion of
tea with fruit flavors and other natural ingredients. Created through a special process that ensures
a delightful fusion of tea, fruit and other natural flavors, FUZE TEA delivers a fresh,
contemporary expression of tea.

burn :With a potent combination of energizing ingredients, burn is designed to invigorate your
senses and to give you the power to keep it going.  Available in 76 markets throughout Europe,
Africa and Latin America, burn is popular among adventurous trendsetters.

Honest Tea: Honest Tea, the nation's 1 organic bottled tea, delivers great-tasting, lower-calorie
refreshment. Each tea is freshly brewed using organic tea leaves and a touch of organic cane
sugar.

NOS: Popular among auto enthusiasts, NOS is sold in 16-oz. cans and 22-oz. re-sealable
bottles, with the latter bearing a resemblance to actual Nitrous Oxide canisters used in
automotive performance.

Odwalla: For over 30 years, Odwalla has been delivering great-tasting nutrition from coast to
coast with a full line of 100% juices, smoothies, protein shakes and food bars.  Each one of our
products is uniquely crafted with high quality, premium ingredients.  In fact, with over 40
different beverage and bar varieties, our expertise blends together the perfect combination of
delicious taste and purposeful nutrition. Personal choices can make a big difference when it
comes to taking care of yourself, and at Odwalla, we want you to live life fully, one delicious
snack at a time.

POWERADE ZERO :Electrolytes without the calories. POWERADE ZERO™ is a great-

tasting electrolyte-enhanced sports and fitness drink. It combines electrolytes with fluids for
hydration. It quenches thirst and replenishes minerals lost during sports or other intense
activities.

Target Market

The target demographic for Coca-Cola is extensive and broad due to product appeal and
popularity. Given careful consideration and after researching and analyzing consumer age,
household size, marital status, and income, the best target markets for Coca-Cola, are 18-34 year-
olds and those who live in households of 3 or more.
18-34 year-olds are chosen due to their high ranks and volume potential. Considering the
option of only targeting 18-24 year-olds is not a large enough target for Coca-Cola due to the
brand popularity and consumer base that is already established. For this reason, taking the first
two highest ranking consumer age groups and combining them is the best option. Also, targeting
households of 3 or more is an excellent option due to the high rank (109) and very high volume
potential (7,122,605) of this particular demographic within the Household Size category.

Table One: Target Markets

Category A B D Rank AxD Rank

(‘000) % of Index within (VP) within
Users category category
18-24 17381 16.0 123 1 2,197,86 3
3
25-34 28605 26.4 114 2 3,260,97 1
0
3 Person 65345 60.3 109 1 7,122,60 1
or more 5
 Within the age demographics, the combination of the first two categories gives a larger
target that best reflects the existing consumer market for Coca-Cola. However, it is best to
assign different weights to these two categories as follows: primary target ages 25-34 at 70% due
to its significantly higher volume potential (3,260,970) then the 18-24 categories (2,197,863).
As a result, the 18-24 categories will be denoted as the secondary target age group at a weight of
30%.

Business Strategy

Coca-cola operates with a large geographic footprint in all over the world. In January 2014, we
restructured our operations under four new divisions: (1) Mexico and Central America (2) South
America (3) Brazil and (4) Asia .Through these divisions, coca cola expect to create a more
flexible structure to execute our strategies and extend our track record of growth.

One of our goals is to maximize growth and profitability to create value for our shareholders.
Our efforts to achieve this goal are based on: (1) transforming our commercial models to focus
on our customers’ value potential and using a value-based segmentation approach to capture the
industry’s value potential; (2) implementing multi-segmentation strategies in our major markets
to target distinct market clusters divided by consumption occasion, competitive intensity and
socioeconomic levels; (3) implementing well-planned product, packaging and pricing strategies
through different distribution channels; (4) driving product innovation along our different
product categories; (5) developing new businesses and distribution channels; and (6) achieving
the full operating potential of our commercial models and processes to drive operational
efficiencies throughout our company. In furtherance of these efforts, we intend to continue to
focus on, among other initiatives, the following:

To achieve these goals, we intend to continue to focus our efforts on, among other initiatives, the
following:

 working with The Coca-Cola Company to develop a business model to continue

exploring and participating in new lines of beverages, extending existing product lines
and effectively advertising and marketing our products;
  developing and expanding our still beverage portfolio through innovation, strategic
acquisitions and by entering into agreements to acquire companies with The Coca-Cola
Company;
 expanding our bottled water strategy with The Coca-Cola Company through innovation
and selective acquisitions to maximize profitability across our market territories;
 strengthening our selling capabilities and go-to-market strategies, including pre-sale,
conventional selling and hybrid routes, in order to get closer to our clients and help them
satisfy the beverage needs of consumers;
 implementing selective packaging strategies designed to increase consumer demand for
our products and to build a strong returnable base for the Coca-Cola brand;
 replicating our best practices throughout the value chain;
 rationalizing and adapting our organizational and asset structure in order to be in a better
position to respond to a changing competitive environment;
 committing to building a multi-cultural collaborative team, from top to bottom; and
 Broadening our geographic footprint through organic growth and strategic joint ventures,
mergers and acquisitions.

Competitors
Coca-Cola is being the number one nonalcoholic beverage company and also one of the most
recognizable brands all over world since 1886. It owns four of the world’s five top selling soft
drinks (Coca-Cola, Diet Coke, Fanta, and Sprite). The company licenses and markets more than
500 beverage brands, mainly sparkling drinks but also waters, juice drinks, energy and sports
drinks, and ready-to-drink teas and coffees. With the world's largest beverage distribution
system, The Coca-Cola Company reaches thirsty consumers in more than 200 countries with
over 84000 suppliers. As Coca-Cola manufactures, distributes, and markets nonalcoholic
beverage concentrates and syrups, the competition is in the nonalcoholic beverages segment of
the commercial beverages industry. And the nonalcoholic beverages segment of the commercial
beverages industry is highly competitive. Numerous companies, small and local in operation and
well established compete in this industry. One of the Coca-Cola’s main competitors in the
beverage industry is Pepsi, the flagship product of PepsiCo. It is usually second to coke in sales
and outsells Coca-Cola in some markets. Other competitors of Coca-Cola are Nestle S.A and Dr
Pepper Snapple Group, Inc. RC Cola, owned by Dr Pepper Snapple Group is the third largest
soft drink manufacturer around the world. Coca-Cola has to compete with many local and
regional brands around the world. In South and Central America Coca-Cola compete with Kola
Real, also known as Big Cola in Mexico. On the French island Corsica Cola is one of the
growing competitors of Coca-Cola. In Peru and Sweden some companies outsells Coca-Cola.
Thums Up in India also competes with Coca-Cola though it was purchased by the Coca-Cola
Company in 2004. This company also competes with Cola Turka in Turkey, Zamzam Cola and
Parsi Cola in Iran and Middle East, China Cola in China etc.

International Expansion
Coca-Cola Company started its business by selling just one beverage. It was developed by John
Pemberton in 1980s as an American iconic brand known for high quality and consistency. Early
growth was impressive but during this period storekeepers demanded prepackaged products with
brand name recognition and the idea of making a new formula for the Coke beverage was
thought up. Coca-Cola met these demands with its iconic red and white logo. The product was
called “New Coke”. They wanted to instill confidence in consumers mind that the taste of Coca-
Cola will remain the same. Coca-Cola’s plan to expand globally was started with these strategies.
Now that one beverage became the most popular soft drink all over the world. Today Coca-Cola
sells over 3500 beverages from sparkling water, to chemical filled energy drinks, to healthy teas
and juices to sugary sodas. These drinks can be found in many places across the world.

The globalization of Coca-Cola brand has not been impressively successful through luck. In
early 1900s, Coca-Cola realized that all of their profit was not going to be made solely by selling
products only in the continental United States. The spread of the business comes true with
calculated investment and a lot of research. Many methods were applied to understand different
cultures of different countries and how to apply this brand best in that place. In the early 1900s,
during the started period of globalization bottling plants were initially built in Cuba and Panama
as the US military spread to these regions. The plan was successful because of the rise in demand
for Coca-Cola and reducing shipping and delivery cost in these regions. These efforts launched
Coca-Cola’s investment in testing foreign markets for future expansion opportunities. By 1926,
Coca-Cola built foreign relationships around the world. For next several decades Coca-Cola
continued on its strategy of huge production and rapid expansion. They used local branches
along with local partnerships to expand their business throughout the world. By the end of the
World War (II), Coca-Cola established itself as an efficient global corporation with huge
capabilities.
Whenever Coca Cola expands into a new territory, country, or continent, the first thing that
happens is the native population associates them with America. In many case, natives see their
coming as attempted “Americanization” or “westernization” and start protesting. Then Coca-
Cola’s tries to alter public’s view on their product. A popular strategy is to present the inclusion
of a bottling plant as much more than what it is. It provides many jobs to those in need of them,
and it also supplies necessary water purification plants. This makes Coke much more appealing
to those who opposed it at first. This strategy makes coke less alien, because it is run by natives,
even if it is introduced by Americans. Once a plant has been established their main work is to
understand the local culture and try to convince the people with their product differentiation.

Coca-Cola uses different strategies that play significant roles keep growing and expanding their
business. They use different slogans and jingles like “Things go better with Coke”, “Good ‘till
the last drop”, “It’s the real thing”. These jingles play into the hearts of people around the world.
In addition with these strategies they have sponsored many other sporting events like Federation
of Association Football (FIFA), National Hockey League (NHL), National Basketball
Association (NBA), National Football Association (NFL), Major League Baseball (MLB),
NASCAR, and Cricket World Cup. Coca-Cola was the first commercial sponsor of the Olympic
Games in Amsterdam in 1928. Coca-Cola’s ability to customize the product to meet the needs of
individual markets is also another key factor help them to lead the market. The company keeps
introducing different types and flavored beverages. For example, they introduced powered and
flavored Coke products, such as Cherry Coke and Vanilla Coke for young consumers, Diet Coke
and Vitamin Water to meet the needs of older consumers and health conscious people. Packaging
differentiation also made it distinct from other brands. The company introduces different shapes
and sizes of bottles and cans to ensure easy stacking and vending machine dispensing.

Competitive Advantage:
Coca-Cola’s competitive advantage has proven its sustainability with innovation, extensive
business model, up to date technologies, and intelligent and substantial distribution network over
the last 100 years.
 The secret recipe of Coca-Cola helps this company have competitive advantage over its
competitors, which arguably testes better than other cola drinks.
 Their ability to continue adding promising new beverages and developing and re-
inventing old ones.
 Coca-Cola has the world’s most comprehensive distribution network that spans over 200
countries worldwide.
 Well developed production techniques.
 Creating a competitive cost advantage across the entire supply chain are resulting in high
profit margin.

Desire target market

Coca Cola doesn’t target a specific segment but adapt its marketing strategy by developing new
products. Segmentation enables Brands to define the appropriate products for different kind of
customers.
Age: Generally, Coke does not have a specific target and is addressed to everyone.
But the main consumers are 12-30 years old people; even if there is no specific product or
communication for less than 12 or more than 30, the brand succeed in reaching them, through
partnerships for example restaurants, fast foods etc or thanks to its value among consumers. So,
the core target audience of Coca Cola is youngster or youth. Their targeting is not based on
gender but the results show that both genders like this product and use it (almost 50/50). 
Finally, Coca Cola consider each customer as a target and a potential consumer. All age groups
are being targeted but the most potential is the age group from 18-25 that covers around 40% of
total age segments.
Life style: no life style targeted but more and more busy life style and mobile generation (youth)
are considered to be the most important part of Coke’s consumers.
Occupation: no occupation targeted but consumers are mainly students and family oriented
people
Nature: fun, joy, entertainment loving…
Customer’s Media Habits
There are some habits which are given as follow:
o The young target audience of the brand loves media exposure
o Mobile generation & social media is part of daily life
o Connected people; they like innovations, they like being surprised.

However it could also be aimed at families because it is very unlikely that a child would walk
into a supermarket and buy a 2l bottle of Coca Cola and drink it all themselves. There are lots of
offers surrounding Coca Cola such as buy on get one free and the recent buy two bottles of 2l
Coca Cola and receive a free Coca Cola glass worth 97p. This would encourage families who go
for their weekly shop to buy it because they feel that they are getting value for their money and
will continue to buy Coca Cola even if there is no offer on it. This will develop stronger
customer loyalty with Coca Cola whilst also bringing in a larger profit.

Social initiatives by Coca Cola:

Social responsibility is an ethical framework which suggests that an entity, be it an organization

or individual, has an obligation to act for the benefit of society at large. Social responsibility is a
duty every individual has to perform so as to maintain a balance between the economy and the
ecosystems. As a global corporation, Coca Cola takes care of their social responsibility.
According to the chairman and CEO of Coca cola ‘Sustainability is at the heart of our business.
And as a business, we know that sustainability efforts are themselves only sustainable when they
help our enterprise grow and prosper. Indeed, we believe this work must be integral to our
mission of refreshing the world, inspiring moments of optimism and happiness, creating value
and making a difference.’
As a result, Coca cola has chosen to focus their leadership on three areas of fundamental
importance to their business—areas where they believe they have the best opportunity to make a
lasting positive difference. They call them the “Three Ws”: Women, Water and Well-Being.
Coca cola also continue to implement sustainability programs across other areas of their
operations.

1. Women: Coca cola is striving to enable the economic empowerment of 5 million Women
entrepreneurs within their global value chain by 2020. Since launching this initiative, which
is called 5by20™, in 2010, coca cola have made a difference in the lives of more than
550,000 women and their families.

2. Water: In Water, Coca cola is working to balance the water they use by 2020, and returning
to communities and nature an amount of water equal to that used in their beverages and their
production. They are currently on track to achieve this water goal, replenishing an estimated
68 percent of the volume of their finished beverages in 2013 and returning a calculated 108.5
billion liters to communities and nature.

3. Well-being: As for Well-Being, coca cola is committed to, among other things, helping their
consumers make informed choices by providing an ever expanding selection of reduced, low,
 and no calorie beverages along with front-of-package nutritional labeling. And they are
working toward the goal to support physical activity programs in each of the more than 200
markets that coca cola is serving. To date, coca cola has supported more than 290 programs
in nearly 125 countries and territories.

Proposal and plan:

The Coca-Cola Company is the no.1 company within the non-alcoholic beverages industry. They
have a 20- year standing of being the leader and investors know that the Coca-Cola Company has
an extraordinary reputation for maximizing shareholder value.

Opportunities that exist for the company in the future is expanding market share in the non-
carbonated beverages segment, a restructuring of their business model, and better consistency of
earnings results.

A challenge that the Coca-Cola Company is facing is the struggle with their global competitors
in the fact that their HR practices are greater and less than coke. If coke wants to more reputation
in the world they must produce more incentives for employees from which they more done work
hard and produce good quality. Their new management team needs to work on implementing
cohesive goals between the two to reach the Coca-Cola Company's long-term growth potential.

Coca-Cola should also provide industry leadership in the health and wellness area. It should produce
different kinds of products for different segments of the market. In baby boomers’ market, Coca-Cola
should focus on marketing tea and water beverage which contain less sodium and sugar. In younger
generation market, besides sport drink and energy drink, Coca-Cola can produce organic beverages
for younger people.

Conclusion: Coca-Cola is one of most well-known and world’s largest beverage company. It is
an American multinational beverage corporation, manufacturer, retailer, and marketer of
nonalcoholic beverage. Coca-Cola, one of the world’s most valuable and recognizable brands,
has portfolio which features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-
Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. To produce
the world's best known product, the Coca-Cola Company has to employ the highest quality
processes and establish standards which guarantee the production of a standardized product
which meets consumers' high expectations each and every time they drink a bottle or can of
Coca-Cola. In order to guarantee these standards the Company has had to develop a close
relationship with its franchisees based on a mutual concern for quality. Total Quality
Management (TQM) lies at the heart of this process involving a continuous emphasis on getting
quality standards right every time and on continually seeking new ways to improve performance.
For theses quality standardization coca cola is now operating in over 200 countries with over
84,000 suppliers. Coca Cola serve over 1.9 billion consumers every day.