Running Head: COCA-COLA
Coca-Cola Company was invented in 1886, in Atlanta by john Stitch. It is a multinational
company, a marketer retailer, and a manufacturer of non-alcoholic drinks distillates and syrups.it
a public company such that it does not have one owner. Still, it is owned by many investors and
shareholders globally. Nevertheless, the largest shareholder of Coca-Cola is Warren Buffet, who
is an American businessman. The headquarters of the company is located in Atlanta, Georgia.
Coca-Cola has around 500 brands but only 20 of these brands that generate about $1 billion in
sales yearly. The leading brands of Coca-Cola include zero sugar, diet coke, and Coca-Cola
classic, although there more brands in the market that a lot of people can be unfamiliar. CocaCola operates in more than 200 countries. Coca-Cola is a global organization which works on a
local scale in each society where they conduct their business (Gertner & Rifkin, 2018).
The organization environment of Coca-Cola includes both macro and micro factors.
Macro factors, also known as the external environment, includes social economic political legal
and technological factors that impact the organizations business. Internal factors or the
microenvironment consists of the workplace environment, motivational factors and employee's
relationship (Maas, 2019). Coca-Cola Company is developing a customer strategy aimed at
developing and expanding the position of its brand in the world market. The company has also
invested in a client growth approach through marketing promotions which has helped them get a
huge customer base in the nation. It operates increasing the customer's loyalty. Its external
environment includes inflation rate export and import management, inflation rate varying supply
and demand conditions and legal and technological ...
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