The Coca-Cola Company was established on September 5, 1919. It is one of the largest manufacturers of soft drinks, syrups, juices, coffee, and tea in the United States. The company spends huge amounts of money every year on advertising through newspapers, television, radio and other media, making Coca-Cola a world-famous beverage and marketed in countries all over the world. In 1992, the company's total assets were US$11.052 billion, ranking 106th among the world's 500 largest industrial companies that year. Headquartered in Atlanta, Georgia.

Efficiency, safety and environmental protection are the goals that Apex Company has always pursued for technology and products. To this end, Red Blue cleaning agent has obtained many approvals including the US FDA (U.S. Food and Drug Inspection Administration). Consistent certification and licensing from authoritative organizations, which is unique in the same industry around the world. Especially after decades of successful application in Fortune 500 companies and other internationally renowned companies such as General Motors, Ford Motor Company, Coca-Cola Company, Pepsi-Cola Company, IBM, the U.S. Navy and other institutions, Red Blue cleaning has been fully demonstrated. It has made great contributions to the overall progress of the world's cleaning technology while maintaining the excellent quality of the agent in terms of efficiency, safety and environmental protection. One of the most recognized brands today.

The Coca-Cola Company was founded in 1892. The Coca-Cola Company is currently headquartered in Atlanta, Georgia, USA. It is the world's largest beverage company, with a global market share of 48% and the top three in the world. In terms of beverages (Coca-Cola ranks first, Pepsi-Cola ranks second, and low-calorie Coca-Cola ranks third), its annual revenue reaches US$20,092 million, and common stockholders' equity is US$11,351 million. Coca-Cola has 160 products in 200 countries Beverage brands include soda, sports drinks, dairy drinks, juices, tea and coffee. It is also the world's largest distributor of juice drinks (including the Minute Maid brand). Coca-Cola, which ranks first in the United States, has obtained more than 40% of the market. share, and Sprite is the fastest-growing beverage. Other brands include Barq's root beer, Fruitopia and Surge.

Coca-Cola, this wonderful liquid that has been popular for more than a hundred years, was created in 1886 by Dr. John S. Pemberton, a man from Atlanta, Georgia, USA, who mixed carbonated water, sugar and other ingredients in a three-legged bowl in his backyard. In December of the same year, Frank Robinson, David Dou and Ed Holland formed a partnership and named the new company Pemberton Chemical Company. On June 6, 1887, Pemberton applied for the Coca-Cola registered trademark patent. To ensure that he had legal say, the patent was approved on June 20 of the same year. One week later, Pemberton sold two-thirds of his shares to Willis Venetian and George Laudis for $1,201. On December 14, 1887, Laudis and Venetian sold the rights to Coca-Cola to Joseph Jacobs for $1,200. On May 1, 1888, Asa Candler sold all the rights to Coca-Cola for $2,300. Purchased. In 1889, Candler did not do much advertising, but Coca-Cola grew rapidly, with total sales reaching 2,171 gallons. On December 29, 1891, Candler applied to establish the Coca-Cola Company. In 1892, the Coca-Cola Company was awarded its articles of incorporation and officially Form a company. In 1919, a few years after Kandler retired, his family sold Coca-Cola for a price of US$2,500 million. Compared with his total investment of US$2,200 that year, this figure was really considerable. Buying him It was banker Woodruff who registered in Delaware and listed his shares publicly at $40 per share.

I hope people can "get Coca-Cola as soon as they reach out." In 1923, Robert, who was the CEO at the time, proposed it and issued three guiding principles to the company: absolute loyalty to the company and products; product simplicity: one drink, one bottle, one price; and high treatment for partners. 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 its ability to effectively foresee future trends. This can be seen from its capture of Germany and the training of the next president, and Robert Coizueta (who served as the president of the company) even asked Doug Eastwood (successor) to study fair market competition laws diligently to avoid following in the footsteps of MICROSOFT and INTEL. The real reason for Coca-Cola's sales to make great strides forward It is "the ability of Coca-Cola products to sell themselves." In 1892, the method used to expand Coca-Cola's business was "word of mouth" (a Coca-Cola salesperson carried a suitcase full of coupons that read "It says "Free trial of a 5-cent cup of Coca-Cola", taking the train from one town to another), the name "Coca-Cola" is the real value of the product, and its registered trademark is the only protection. Buy Coca-Cola It comes with some so-called "dealer promotional aids", and each item is printed with the Coca-Cola trademark, with the purpose of deepening the impression of customers.

In 1985, the United States "Coca-Cola" Corporation took the initiative in Taiwan The potential of the market led to the establishment of the Sino-US joint venture "Taiwan Coca-Cola Co., Ltd.". In 1989, the Swire Group joined as one of the major shareholders. In 1994, the British Swire Beverages Co., Ltd. acquired 78% of the company's equity and became Taiwan's "Coca-Cola" "The largest shareholder of Co., Ltd.. In April 1995, it was renamed Taiwan Taikoo "Coca-Cola" Co., Ltd., and the current main shareholder is Baidu Co., Ltd.

Muda Merchant Taikoo & Co. Ltd. holds 78.8% of the shares. The chairman is Sloshan and the general manager is Yin Yaowen. Through the capital increase and marketing capabilities of "Coca-Cola" and the local bottling factory's understanding of the market, " "Coca-Cola" products have made every effort to rush into the market and become a key player in Taiwan's beverage market.

In the highly competitive beverage market, Taiwan's Taikoo "Coca-Cola" Company occupies the leading brand position in carbonated beverages and owns more than 50% The market share of "Coca-Cola" is 95% of the market. Since the launch of fruit drinks in 1991, it has also entered the non-carbonated beverage market, and then successively launched tea drinks, sports drinks, water and other products, and became a comprehensive

beverage company.

SWOT Analysis of Coca-Cola Beverage Company

Strength

The world's largest soft drink industry giant has the advantage of a large company and strong global competitiveness.

Strong marketing capabilities, systems 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 Due to its extreme secrecy, it has remained popular for 100 years.

The channel layout is quite complete (especially the installation of vending machines), and it has a strong sales channel in the fast food industry (led by McDonald's) .

The Coca-Cola Company's operating procedures are standardized.

It has innovative and high-level research and development capabilities. The most representative one is the launch of Diet Coca-Cola, which became a trend as soon as it was launched.

The market share is high, and the products are the leading brands in the market.

The products have the characteristics of convenience (available everywhere), unique flavor (mysterious formula) and reasonable price.

The product life cycle is a recycling type, which will become stronger over time.

It was recently announced that stock options will be regarded as part of employee salary expenses. This move will fully reflect the financial status of the company and cause Many experts and scholars have praised it, and it has also wiped away the investor's haze on American companies due to the Anlong scandal.

Weakness

The organization is huge and difficult to control.

Consumer stereotype - unhealthy drinks, because cola contains caffeine and other ingredients, and can easily cause obesity and other health problems.

Product identity of the main consumer group (young group) , slightly inferior to Pepsi-Cola.

Bottled beverages are widely distributed, and it is difficult to control the quality of the products consumers finally enjoy (exceeding the shelf life or deteriorating, etc.).

Opportunities ( Opportunity)

Generally, the barriers to entry in the soft drink industry are low, but for cross-border marketing, carbonated drinks are more in line with the needs of young people, especially in Latin America and Asia-Pacific countries. The proportion of young people is increasing rapidly, which brings high business opportunities to the industry.

The brand image of beverages has a profound impact on sales.

American fast food culture and carbonated drinks are quite consistent.

Threat

The substitutability of other carbonated drinks other than cola is still not low.

As consumers become more aware of their pursuit of health, there is bound to be a decrease in Drinking of carbonated drinks.

The competition in the beverage market is quite fierce. The main competitor (challenger) - Pepsi-Cola is full of threats. In the past few years, Coca-Cola's performance has stagnated, and Pepsi-Cola But it continues to grow.

Negative factors such as attacks by terrorist organizations and wars have had an impact on the U.S. economy.

After a series of corporate accounting scandals broke out, investors Gradually losing confidence, the demand for financial transparency of American companies is growing.

Sustainable Competitive Advantage (SCA)

Brand advantage and good corporate image.

It has a high market share and is a priority entrant, leader and defender in the industry.

Strong R&D capabilities and marketing capabilities.

Coca-Cola Company’s development suggestions:

In the trend of pursuing health, the company must use its strong research and development capabilities to appropriately improve product ingredients, in addition to retaining In addition to the original flavor of Coke (mysterious formula), ingredients that may affect health should be eliminated (or replaced with other ingredients), emphasizing healthy products.

Use the existing brand advantages to develop new products and create another brand again. Trend.

By merging or acquiring other beverage manufacturers with unique and best-selling products in other countries, they can make their product lines in that country more complete (such as Kaixi produced by Taiwan Xinxi Industrial Oolong tea).

Through strong advertising, we will strengthen the product identity of young people (the main consumer group) in order to win over the young people who currently prefer Pepsi-Cola.

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