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Description and Analysis of Coca-Cola (2005)

See file attached for the questions. The textbook does not include the information about Coca-Cola, but the textbook's name is given (might help with the solutions for the questions asked).



Textbook: Mullins, LJ 2002, Management and organizational behavior, 7th edition, Harlow; Financial Times-Prentice Hall.

Tasks: Provide copies of at least 10-15 pages of key information and overview about COCA-COLA focusing on collecting information about:

? Strategic directions
? CEO and leadership style
? Organizational structure
? HR management polices and practices
? Management practices
? History
? Products/services, markets
? Financial capability

This information needs to provide an answer the following questions.

1. An overview of the company - products/services, markets, work undertaken in the country, history, country in which the organisation is located, the workforce (300 words)

2. What are the key issues facing the organisation in 2005? Justify your choices. (350 words)

3. Should the CEO restructure the company, and what leadership skills will he have to exhibit? Provide reasons with evidence from your reading to justify your answer. (About 300 words)

It is expected the report will be written and formatted in a professional business report style in English (e.g. headings, adequate margins, 10-12 point font for body of report, page numbers, correct grammar, spelling, and punctuation).


Solution Preview

Please see response attached, which is also presented below. Unfortunately, I did not have access to your text, but used the Internet for information. This was a very interesting learning journey about The Coca-Cola Company, indeed. I provided two copies of the sources that I drew from. I also included my two draft analyses, where I highlighted and commented on important information in red ink e.g., things that might be relevant for the questions ("Coca Cola History). Good luck with your studies and take care.


Answer the following questions.

1. An overview of the company - products/services, markets; work undertaken in the country, history, country in which the organisation is located, the workforce (300 words)

The Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in 1886, our Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. Our corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. (

Specifically, the Coca-Cola Company traces it's beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. Entering the last quarter of the 20th Century, the deep emotional bond between Coca-Cola and its consumers grew even more powerful and more global. In 1971, young people from around the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke," a counterpoint to turbulent times. This was also a glimpse into the Company's future: an expanding global presence and an even closer attachment to the world's most cherished trademark. The power and prestige of Coca-Cola were exemplified in 1988, when three independent worldwide surveys conducted by Landor & Associates confirmed Coca-Cola as the best-known, most-admired trademark in the world. Perhaps a more human assessment of consumers' loyalty to Coca-Cola had come in 1985. The Company startled the American public by announcing a new taste for Coke, the first change in the secret formula since Coca-Cola was created in 1886. The new taste was overwhelmingly preferred in taste tests, but all the testing and research could not measure the emotional attachment Americans had for the original formula. That original taste had become more than just a soft drink, and consumers' deep feelings, memories and loyalties to it came alive. The Company listened to its consumers and quickly responded by returning the original formula to the market as Coca-Cola classic®.

The Company's global strategy during the 1980s continued to bring consumers on every continent refreshing products for every occasion and every lifestyle. In 1982, soft-drink history was made with the introduction of diet Coke®, the first extension of the trademarks Coca-Cola and Coke, and the most successful new soft drink since Coca-Cola itself. Within two years, diet Coke had become the top low-calorie soft drink in the world. Advertising during the 1970s and 1980s continued a long tradition that presented Coca-Cola as one of life's simple pleasures, distinctive and acceptable anywhere. In 1976, the "Coke Adds Life" campaign was introduced, laying the foundation for the 1979 introduction of "Have a Coke and a Smile," a campaign of heart-warming emotion best captured by the famous television commercial featuring Pittsburgh Steelers tackle "Mean" Joe Greene. In early 1982, the theme "Coke Is It!" was launched around the world to reflect the resurgent, positive spirit of the 1980s and to reaffirm the leadership of Coca-Cola. "Can't Beat the Feeling" wrapped up the 1980s, while "Can't Beat the Real Thing" led the way into the 1990s, and the innovative "Always Coca-Cola" campaign debuted in 1993, followed by "Coca-Cola...Real" in 2003. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: provide a moment of refreshment for a very small amount of money - a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell Coca-Cola, diet Coke, Sprite, Fanta and other Company products. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day.

Clearly, the history of Coca-Cola is a story of special moments. Moments that originated with Dr. Pemberton in Atlanta and have been multiplied billions of times around the world. Moments made familiar and universal by Mr. Candlers's unique advertising and Mr. Woodruff's vision to put Coca-Cola "within an arm's reach of desire." Moments that today make Coca-Cola the most ubiquitous consumer product in the world. Each day, Coca-Cola strengthens its position as the world's soft drink. Every day, people experience a delicious, refreshing moment that only Coca-Cola can bring them. Through more than a century of change, Coca-Cola remains a timeless symbol of quality refreshment.

Example of Bottled Network Company: Coca-Cola Enterprises

In 1899, Coca-Cola Company franchised to - the bottling business - which began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. Recognizing the need for local involvement in creating a network of bottlers, Mr. Thomas and Mr. Whitehead, with the support of Chattanooga businessman John T. Lupton, began granting franchise rights for bottling Coca-Cola to entrepreneurs in other locations. This launched what ultimately became a nationwide Coca-Cola bottling system. The first bottling franchise began operations in 1901, serving parts of Tennessee and other nearby locations under the ownership of Benjamin F. Thomas and James F. Johnston, grandfather of our former Chairman of the Board, Summerfield K. Johnston, Jr. ( The modern era...The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale - the John T. Lupton franchises and BCI Holding Corporation's bottling holdings - to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992 ( For a full discussion of mergers and acquisitions today see page 18- of attached "Coca_Cola History" and choose the information that you want to add to the final report.

Coca-Cola Enterprises is the world's largest marketer, producer, and distributor of products of The Coca-Cola Company. The brands of The Coca-Cola Company represent some of the most popular beverage brands in the world. The Company also distributes Dr Pepper and several other beverage brands. Coca-Cola Enterprises is in the nonalcoholic beverage business, which extends our product line beyond traditional carbonated soft drink categories to beverages such as still and sparkling waters, juices, isotonics, coffee-based drinks, and teas. The Company currently distributes approximately 4.4 ...

Solution Summary

This solution provides an overview of Coca-Cola, including a description and the key issues facing the organization in 2005. It also explores the notion of restructuring and if it might be one potential solution. Supplemented with two supporting articles.