Etude de cas Coca Cola

[pic 1]

• The company:

• It is an American company specialized in soft drinks.
• It is the fourth food-processing company of the world, in terms of turnover, behind Nestle

– Unilever and PepsiCo.

• His head office is located in Atlanta, in Georgia, in the southeast of the United States.
• The company is known for its iconic product: The Coca Cola.
• His direct competitor is Pepsi Cola and certain newcomers as Virgin Cola or regional

brands.

• The product is very renowned and known thanks to its numerous original advertising

campaigns.

• In 1886, John Pemberton, a pharmacist, invents a soft drink with caramel, sparkling water

and other ingredients remained secret. The beverage meets immediately a big success. The users of Jacob's pharmacy taste him and appreciate its new flavours.

• Its activity at the beginning and its main activity today:

• The drink was sold at first as pharmaceutical product and wonderful cure, among the

customers of the pharmacy of Pemberton.

• Today, the company diversified and got bigger without losing the authenticity of its first

product: The Coca Cola, which remains the flagship product of the registered trademark 130 years ago.

• The main activity of the company is to sell, to produce, to innovate soft drinks all around

the world.

• The company also buys companies of bottling, marks of soda (as Tropico in September,

2018).

• Coca Cola is declined in several variants, in Particular light, Zero, Vanilla and

Cherry. These can vary according to markets. Besides the products of the range Coca-Cola, the company produces other drinks with other brands.

• Its divisions:

• The Coca-Cola company is the world leader of the production and the marketing of soft

drinks. The activity gets organized essentially around 2 poles:
- Sale of drinks: sodas, syrups, fruit juices, tea, etc. marketed under the brands Coca-Cola, Fanta, Sprite, Minute Maid, Nestea, etc.
- Bottling: at the end of 2017, the group has 90 production places in the world.

• A graph illustrating one aspect of the company’s growth:

• The market share went from 34,9% to 37,5% in the period from 2010 to 2011.
• The graph shows the global value of Coca-Cola brand from 2006 to 2018.
• The global value increased from 58,21 to 79,96 in 10 years.
• In spite of a market share which increases and a more and more important global value the

turnover of the company is decreasing, in particular because of its debts and taxes.

...