Coca-Cola? Founded in 1892 and headquartered in Atlanta, Georgia, USA, Company is the largest beverage company in the world, with 48% market share and two of the top three beverages in the world (Coca-Cola ranked first, Pepsi ranked second, and low-calorie Coca-Cola ranked third). Its revenue in 21 reached US$ 2,92 million, while common shareholders' equity was US$ 11,351 million. Coca-Cola has 16 kinds of beverage brands in 2 countries, including soft drinks, sports drinks, milk drinks, fruit juices, tea and coffee, and is also the largest distributor of fruit juices in the world (including Minute? Maid brand), Coca-Cola, which ranks first in the United States, has gained more than 4% market share for it, while Sprite is the fastest growing beverage. Other brands include root? Beer (SARS), Fruit Country (Fruitopia) and Surge. ? Welcome to the industry circle-&; nbsp; ?

welcome to the industry circle-& nbsp; ? Coca-cola, a wonderful liquid that has been popular for more than 1 years, was invented in 1886 by John Pemberton (Dr.? John? S.? Pemberton) was invented by mixing carbonated water, sugar and other raw materials in a three-legged pot in the backyard. In December of the same year, Frank? Robinson and David? Dou and Ed? The Netherlands partnered and named the new company Pemberton Chemical Company. On June 6, 1887, Pemberton applied for a registered trademark patent of Coca-Cola to ensure that he had the right to speak in law. On June 2 of the same year, the patent was granted. A week later, two-thirds of the shares sold by Pemberton were sold to Willis? Weinengdou and George? Laudis. On December 14th, 1887, Laudis and Vernon Dou sold the rights of Coca-Cola to Joseph for $1,2. Jacob. May 1, 1888, Asha? Candele spent $2,3 to buy all the ownership of Coca-Cola. Candele didn't advertise much in 1889, but Coca-Cola grew rapidly, with a total sales volume of 2,171 gallons. On December 29th, 1891, Candele applied for the establishment of Coca-Cola Company. In 1892, Coca-Cola Company was awarded the Articles of Association and formally formed the company. In 1919, a few years after Candele retired, his family sold Coca-Cola for as much as $2,5 million. Compared with his total investment of $2,2,, this figure is really considerable. He was bought by Woodruff, a banker, who was registered in Delaware and listed his shares publicly at $4 per share. ? Welcome to the industry circle-&; nbsp; ?

welcome to the industry circle-& nbsp; ? I hope people can get Coca-Cola as soon as they reach out, which was put forward by Robert, then the CEO, in 1923, and gave the company three guiding principles: absolute loyalty to the company and products; Product simplification: one drink, one bottle, one price; The treatment of partners is higher. These core values and guiding principles have also become one of the secrets of Coca-Cola's rapid growth. The real key to its success is that it can effectively predict the future trend, which can be seen by its rushing to Germany and training the next president, and Robert? Koizueta (who was the president of the company) is also called Doug? Eastwick (successor) diligently studied the market fair competition law to avoid following the footsteps of MICROSOFT and INTEL. What really makes Coca-Cola's sales stride forward is "the ability of Coca-Cola products to sell themselves". In 1892, Coca-Cola's business was expanded by word of mouth (the salesman of Coca-Cola took a suitcase full of hospitality vouchers and took a train from one town to another). The name "Coca-Cola" was the real value of the product, and its registered trademark was the only guarantee. Buying Coca-Cola comes with some so-called "promotional accessories for dealers", and everything is printed with the trademark of Coca-Cola, in order to deepen the impression of customers. ?

At that time, customers were full of praise, striving for this "new formula" of Coca-Cola. Since then, Coca-Cola has become a popular beverage mixed with Coca-Cola syrup and carbonated water. And since 1894, it has been sold in bottles. But it is two American lawyers who can really make Coca-Cola show its strength. They went to the office of the boss of the Coca-Cola Company at that time, Ace Jane Daoning, and put forward an innovative way of business cooperation, that is, the Coca-Cola Company sold them syrup, and the companies and sales points they invested in their own production mixed the syrup with water, bottled it and sold it. According to the requirements of Coca-Cola Company for production and quality assurance, Coca-Cola Company allowed them to use Coca-Cola's trademark to advertise. This special bottling system has since blossomed everywhere. Asa in 1888? Griggs? Candler saw the delicious market prospect, bought its shares and mastered all its production and sales rights. Candler began to sell the stock solution for making drinks to other pharmacies, and also began to advertise on billboards in railway stations and town squares. In 191, the advertising budget had reached 1, US dollars. In 1899, Candler sold the first assembly franchise of this beverage for 1 dollar, because he believed that this beverage would be mainly sold in beverage machines in the future. Coca-Cola Company was established in 1892, and Candler was called "the father of Coca-Cola". In 1919, Erntst-Woodruff received $2.5 million from Asa? Candler's heirs bought Coca-Cola, and in 1923, his son Robert? W. Woodruff, one of the most important figures in the history of Coca-Cola, became the CEO of Coca-Cola. Woodruff began to work together with the company's bottling franchisees to satisfy Coca-Cola whenever consumers want it. He urged bottlers to make drinks "readily available when needed" and stressed that if Coke could not be obtained immediately when consumers were thirsty, the market would be lost forever. In 1929, Coca-Cola and its bottlers sold bottled Coca-Cola to shops and gas stations at extremely low prices. In 1937, The company launched the first coin-operated vending machine, and Woodruff launched an advertisement with the theme of lifestyle for Coca-Cola, which highlighted the importance of the product in consumers' lives rather than the attributes of the product itself. Pause? That? Refreshes ",the company continued to own the original bottling line near Atlanta and began to buy back some poorly managed bottling franchises. ? Bottled Coca-Cola

Woodruff also began to develop Coca-Cola's international business, mainly through export. Perhaps his most famous move was a decision to respond to General Eisenhower's call at the beginning of World War II to ensure that every soldier could get a bottle of Coca-Cola at a price of 5 cents, regardless of the cost. Coca-Cola's bottling plant, with the American army pushing to the whole world, gained an absolute dominant market share in Europe and Asian countries, and this dominant position remained until 1991. In the years immediately after World War II, Coca-Cola left its closest rival Pepsi-cola far behind, occupying nearly 7% of the cola market, and hundreds of small regional soft drink companies continued to produce various flavoring agents, carving up the remaining 3% of the market. In 1954, the sales and profits of Coca-Cola declined for the first time since the Second World War. In 1955, the company replaced the bottle that had been used since 1916 and expanded its capacity to 12 ounces. In the late 195s, Coca-Cola introduced coke bottles with larger capacity, which could be sold in food stores. In 1961, Coca-Cola began to sell its canned drinks like bottled coke. In 1976, CEO of Coca-Cola? Paul? Austin pointed out in an article that the consumption of soft drinks in the United States is mature (saturated), and the biggest sales growth of Coca-Cola will come from the international market. By 1982, sales in the international market accounted for 62% of all soft drinks produced by Coca-Cola. In 1981, when Robert, a chemical engineer born in Cuba? When Goizueta was elected CEO of Coca-Cola Company, industry observers were surprised. Goizueta's first action after taking office was to issue a 12-word strategic statement, proposing that Coca-Cola Company should make significant changes and focus on the growth of the soft drink market in the United States. Goizueta stated that the company will regard the brand name of Coca-Cola as a competitive asset and will no longer regard it as sacred and inviolable; The price discount strategy will be used only when it is necessary to maintain Coca-Cola's dominant position. In 1981, the industry price discount reached a new level of intensity. At the end of the year, nearly 5% of Coca-Cola and Pepsi were sold at a discount in food stores. Nelson's audit that year showed that the cost of Coca-Cola in 192 ounces was slightly lower than that of Pepsi. Goizueta also announced that it would raise the price of Coca-Cola syrup juice to fund the increasing advertising and promotion expenses. In order to cancel the fixed price of syrup, Coca-Cola Company revised the franchise agreement that had existed for 6 years, and agreed to sell concentrated products (saccharin-free) to some of its largest bottlers in exchange for the revised agreement. In 1982, Coca-Cola changed its advertising theme. Goizueta said: "With our new slogan' ‘Coke? is? it? , proudly show that we are the first; Our old slogan' ‘Have? a? Coke? and? S very good, but we are in fierce competition. This slogan is Smile a folk song. The competitive momentum has changed from Purchase,New? York (the headquarters of Pepsi) moved to Atlanta. Goizueta's strategic plan also expands Coca-Cola's corporate strategy. The company's private coffee and tea industries were sold, as were plastic manufacturing companies and liquor companies. In 1982, aware of the growth potential of the film and television industry and its synergy with marketing, Coca-Cola acquired Columbia Film Company in 1982. Goizueta said that Coca-Cola will become "a strong enterprise in both the beverage industry and the entertainment industry". Coca-Cola also made changes to the bottling network. The company encourages poor bottlers to sell their management rights and sell most of their bottling points through lever merger. Between 198 and 1984, 5% of Coca-Cola production was changed in franchise. Coca-Cola executives pointed out that the company played a certain role in the purchase, and in many cases, provided funds for potential buyers. The company sometimes holds a share in the newly licensed bottlers, but remember to maintain an independent bottling network. By 1985, Coca-Cola's bottling plant only produced 11% of its output. For coca-cola's bottling network, this kind of bottling network has been used since the early 198 s by Robert? The changes that Goizketa began continued. In the mid-198s, among the 35 franchisees of Coca-Cola, 15-2 offered to transfer their franchise rights. In 1986, Coca-Cola Company bought back its two largest franchise rights, which were owned by Beatrice and J．T．Lupton Company, a privately-owned bottler of Coca-Cola, accounting for 15% of the output of Coca-Cola in the United States and 4% of that of Dr．Pepper. The acquisition of these two companies has increased Coca-Cola's own bottling output from 11% to 38%. These mergers culminated in the establishment of Coca-Cola Enterprise Group (CCE) and the sale of 51% shares to the public in November 1986. After CCE was founded, it re-negotiated with its suppliers and sales channels, consolidated the main markets, cut 2% of the labor force, and reduced costs through unified distribution and raw material procurement. In 1986 and 1987, the net selling price of each case of coke in CCE decreased by 2.5%. In 1989, CCE bought 2% more Sutuo than in 1986, and CCE's profit was unstable throughout the late 198s. At the end of 198s, Coca-Cola Company suggested that its franchise agreement should be made up of "Master? Bottle? Contract "instead, reduce the fixed syrup price and Coca-Cola trademark royalty. By the end of 1989, the new contract covered about 7% of Coca-Cola production in the United States. Between 1978 and 1989, bottlers under the new contract experienced an increase of about 6% in the price of Coca-Cola syrup.