The Coca-Cola Company was established on September 5, 1919, and it is one of the largest manufacturers of soft drinks, syrups, fruit juices, coffee and tea in the United States. The company spends a huge amount of money every year to advertise through newspapers, television, radio and other propaganda media, making Coca-Cola a world-famous beverage and selling it all over the world. In 1992, the company's total assets were US$ 11.52 billion, ranking 16th among the 5 largest industrial companies in the world that year. Headquartered in Atlanta, Georgia.
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Coca-Cola Company was founded in 1892. At present, Coca-Cola Company is headquartered in Atlanta, Georgia, USA. It is the largest beverage company in the world, with 48% market share and two of the top three beverages in the world (Coca-Cola ranks first, Pepsi ranks second and low-calorie Coca-Cola ranks third), and its annual revenue reaches 2,92 million US dollars. The common shareholders' equity is US$ 11,351 million. Coca-Cola owns 16 kinds of beverage brands in 2 countries, including soda, sports drinks, milk drinks, fruit juice, tea and coffee. It is also the world's largest distributor of fruit juice drinks (including Minute Maid brand). Coca-Cola, which ranks first in the United States, has gained more than 4% market share, while Sprite is the fastest growing beverage. Other brands include root beer by Barq, Fruitopia Country and Surge.
Coca-Cola, a wonderful liquid that has been popular for more than 1 years, It was invented in 1886 by Dr. John S. Pemberton, a native of Atlanta, Georgia, USA, who mixed carbonated water, sugar and other raw materials in a three-legged pot in his backyard. In December of the same year, Frank Robinson partnered with David Dou and Ed Holland and named the new enterprise Pemberton Chemical Company. On June 6, 1887, Pemberton applied for the registered trademark patent right of Coca-Cola. To make sure that he has the right to speak in law, the patent was granted on June 2th of the same year. A week later, two-thirds of Pemberton's shares were sold to Willis Venandou and George Claudius for $1,21. On December 14th, 1887, Laudis and Venandou sold the rights to Coca-Cola to Joseph Jacob for $1,2. On May 1st, 1888, Asha Candele * * spent $2,. 3 dollars to buy all the ownership of Coca-Cola. In 1889, Candele didn't advertise much, but Coca-Cola grew rapidly, with its total sales volume reaching 2,171 gallons. On December 29, 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 at a price as high as 2. $5 million. Compared with his total investment of $2,2 million, this figure is really considerable. He was bought by Woodruff, a banker. He registered in Delaware and listed his shares publicly at $4 per share.
I hope people can "get Coca-Cola within their reach", which was put forward by Robert, then CEO, in 1923, and gave the company three guiding principles, namely absolute. Product simplification: one drink, one bottle, one price; The treatment of partners should be high. These core values and guiding principles have also become one of the secrets of Coca-Cola's rapid growth in the future. The real key to its success is that it can effectively predict the future trend, which can be known by its rushing to Germany and training the next president. Robert Coyizueta (who was the president of the company) is also called Doug Eastwick (successor) to study the fair competition law in the market so as not to enter MICROSOFT. Following INTEL's footsteps, the real reason for Coca-Cola's sales is "the ability of Coca-Cola products to sell themselves". In 1892, the way to expand Coca-Cola's business was "word of mouth" (the salesman of Coca-Cola carried a suitcase full of hospitality coupons, which read: Try a 5-cent Coca-Cola for free, and took a train from one town to another). The name "Coca-Cola" is the real value of the product, and its registered trademark is the only guarantee. When you buy Coca-Cola, you get some so-called "promotional accessories for dealers", and everything is printed with the trademark of Coca-Cola, so as to deepen the impression of customers.
In p>1985, the Coca-Cola Corporation of the United States established the "Taiwan Province Coca-Cola Co., Ltd." as a Sino-US joint venture in view of the potential of the Taiwan Province market. Swire Group joined as one of the major shareholders. In 1994, British Swire Beverage Co., Ltd. acquired 78% of the company's shares and became the largest shareholder of Taiwan Province Coca-Cola Co., Ltd. In April 1995, it was renamed as Taiwan Province Swire Coca-Cola Co., Ltd. At present, the major shareholder is Bermuda Swire Foreign Firm Co., Ltd., with 78.8% of the shares, and the chairman is Shi Leshan. The general manager is Yin Yaowen. Through the capital increase and marketing ability of Coca-Cola and the local bottling factory's understanding of the market, Coca-Cola products have made every effort to sprint the market and become the key corner of Taiwan Province's beverage market.
In the highly competitive beverage market, Taiwan Province Swire Coca-Cola Company is the leading brand in carbonated beverages, with a market share of over 5%. However, in Coca-Cola products, It accounts for 95% of the market. Since it was listed in 1991, it has stepped into the non-carbonated beverage market, and then successively launched tea drinks, sports drinks, water and other products, thus becoming a comprehensive beverage company.
SWOT analysis of Coca-Cola Beverage Company
Strength
The world's largest soft beverage giant, with the advantages of a big factory and strong global competitiveness.
Strong marketing ability, system and corporate advertising.
The brand image is deeply rooted in people's hearts and has become a part of consumers' lives.
The mysterious formula of core products is extremely confidential. Make it popular for 1 years.
The channel layout is quite complete (especially the setting of vending machines), and it has a strong sales channel in the fast food industry (headed by McDonald's).
The work flow of Coca-Cola Company is standardized.
It is innovative and highly capable of research and development. The most representative is the launch of Diet Coca-Cola, which caused a stir as soon as it went on the market.
The market share is high. Products are the leading brands in the market.
Products have the characteristics of convenience (available everywhere), unique flavor (mysterious formula) and fair price.
The product life cycle is circular, which lasts for a long time.
Recently, it was announced that stock options will be regarded as a part of employees' salary and quality expenses, which will fully reflect the financial situation of enterprises and attract favorable comments from many experts and scholars. Sweep away the gloom that investors have caused to American enterprises because of the Hanlon scandal.
Weakness
The organization is huge, and it is not easy to control.
Consumer stereotype-unhealthy drinks, because cola contains caffeine and other ingredients, are prone to obesity and other health problems.
The product identity of the main consumer groups (young people) is slightly lower than that of Pepsi.
The quality of the products that consumers finally enjoy is difficult to control (beyond the shelf life or deterioration, etc.).
Opportunity
Generally, the soft beverage industry has low barriers to entry, but it is high to make transnational marketing.
Carbonated beverages are more in line with the needs of young people, especially in Latin America and Asia-Pacific countries, and the proportion of young people is increasing rapidly. The business opportunities brought to the industry are quite high.
The brand image of beverages has a profound influence on the sales situation.
The American fast food culture is quite compatible with carbonated beverages.
The product substitution of other carbonated beverages other than cola is still not low.
Consumers' awareness of pursuing health is rising, which will inevitably reduce their consumption of carbonated beverages.
The competition in the beverage market is fierce, with the main competition. In the past few years, however, the performance of Coca-Cola has stagnated, while Pepsi-Cola has continued to grow.
Due to negative factors such as terrorist attacks and wars, the American economy has been impacted.
After a series of corporate accounting scandals broke out, investors gradually lost confidence. There is a growing demand for financial transparency of American enterprises.
Long-term competitive advantage (SCA)
Brand advantage and good corporate image.
Products have mysterious formulas.
They have a high market share and are priority entrants, leaders and defenders of the industry.
They have strong R&D and marketing capabilities.
Strong advertising and channels.
Development suggestions of Coca-Cola Company. The company must use its strong R&D ability to moderately improve the ingredients of its products. Apart from retaining the original flavor (mysterious formula) of cola, it should eliminate the ingredients that will affect health (or replace them with other ingredients) and emphasize healthy products.
Take advantage of existing brands to develop new products and create another trend again.
By merging or acquiring other beverage manufacturers with unique and best-selling products in other countries, Make its product line in this country more complete (such as Kaixi Oolong Tea produced by Taiwan Province Xinxi Industry).
Strengthen the product identity of young people (the main consumer group) through strong advertising, so as to win over the young people who prefer Pepsi at present.
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