Coca Cola Case Study

Coca Cola

In May, 1886, Coca Cola Company was invented by Doctor John Pemberton a

pharmacist from Atlanta, Georgia. John Pemberton discovered the Coca Cola formula in

a three legged brass kettle in his backyard. The name was a suggestion given by John

Pemberton's bookkeeper Frank Robinson. The soft drink was first sold to the public at

the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. About nine servings of

the soft drink were sold each day. Sales for that first year added up to a total of about

$50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first

year of sales were a loss. In 1887, another Atlanta pharmacist and businessman, Asa

Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By

the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due

to Candler's aggressive marketing of the product. Advertising was an important factor in

John Pemberton and Asa Candler's success and by the turn of the century, the drink was

sold across the United States and Canada. Around the same time, the company began

selling syrup to independent bottling companies licensed to sell the drink.

In the year of 1990, over one hundred years after the soft drink was invented, the Coca-

Cola Company opened up a museum-like building which was designed to be a tribute to

its famous soft drink product. It is also said to be a tribute to the countless numbers of

consumers who drink Coca Cola. The World of Coca Cola, as it is called, is located in

Atlanta, Georgia, right in the tourist district. And, its tribute to the soft drink is

Coca Cola

because it is so popular that it is now served daily in nearly two hundred countries.

“Mission everything we do is inspired by our enduring mission: To Refresh the

World... in body, mind, and spirit. To Inspire Moments of Optimism... through our

brands and our actions. To Create Value and Make a Difference... everywhere we

engage.

Vision To achieve sustainable growth, we have established a vision with clear goals.

Profit: Maximizing return to shareowners while being mindful of our overall

responsibilities. People: Being a great place to work where people are inspired to be the

best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that

anticipate and satisfy peoples’ desires and needs. Partners: Nurturing a winning

network of partners and building mutual loyalty. Planet: Being a responsible global

citizen that makes a difference.

Values We are guided by shared values that we will live by as a company and as

individuals. Leadership: "The courage to shape a better future” Passion: "Committed in

heart and mind” Integrity: "Be real” Accountability: "If it is to be, it’s up to me”

Collaboration: "Leverage collective genius” Innovation: "Seek, imagine, create, delight”

Quality: "What we do, we do well" (www.cocacola.com).

The Coca-Cola Company Executives Neville Isdell Chairman and CEO, Ahmet C. Bozer President and Chief Operating Officer, Eurasia Group, Alexander B. Cummings Jr.

Jr. President and Chief Operating Officer, Africa Group, Atul Singh President, India Division and Clyde Tuggle President, Central Division.

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