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The Coca-Cola Company Table of contents 1Introduction3 2History3 3Corporate Strategy4 4Product Line and New Products5 5Marketing Strategy6 6Bottling Companies6 1Introduction The Coca-Cola Company is the worlds largest beverage company and owner of the worlds most recognised trademarks and best selling soft drinks The latter is available in more than 195 countries Coca-Cola has 47 of the worldwide market share in soft drinks 80 of its earnings come from outside North America The over-riding message in the companys literature is that it believes it has an infinite opportunity for growth Coca-Cola states that one of the most important factors of the companys success is its commitment to the economic success of every market in which it operates and its long-term sustainable economic growth Its global business system consists of three partners the Coca-Cola company which develops brands and produces concentrates its bottlers who manufacture and distribute finished products and undertake local marketing and its customers - for example retailers who present the companys products to the public 2History Dr John Stith Pemberton founded the Coca-Cola Company in 1886 That first year sales of Coke averaged nine drinks a day and grossed 50 Since it actually cost 70 to produce the entire supply of product for that year money was actually lost Expansion was quick to follow to keep pace with growing demands for Coke This growth was under direction of Asa G Candler who purchased Coca-Cola Corporation in its entirety for the sum of 2300 On January 31 1893 the famous Coca-Cola formula was patented He also opened the first syrup manufacturing plant in 1884 His great achievement was large scale bottling of Coca-Cola in 1899 In 1915 The Root Glass Company made the contour bottle for the Coca-Cola company Candler
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