case study cola

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University of Jordan

Faculty of Business

Strategic Management

“Coca-Cola Company”

Case Study

STRATEGIC MANAGEMENT

Prepared By

Fathi Salem Mohammed Abdullah

2009

History analysis

• 

 !"

#!!$$"

• %!$$&$'("

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• ,$)##-

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• ./01$$(

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• ./0!4

!#"

5##!##

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• 567/1*8$*#"

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Vision Statement (actual)

To maintain our reputation as the leading cola company in the world.

Mission Statement (actual)

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.

(proposed)

At Coca Cola we believe our main responsibility is providing customers (1) with

refreshing beverages including soft drinks, water, energy drinks, juices, and tea (2) to fit

any occasion in their day to day lives (6). Our signature product, Coke (7), is a favorite

around the world and a wide variety of our products are sold in over 200 nations (3). We

use the only the most sophisticated equipment (4) to process and make our products to

ensure each glass of Coke product is as good as the last (5). Our employees (9) are fairly

compensated and we practice fair trade in all markets we compete. We value our

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University of Jordan Faculty of Business Strategic Management "Coca-Cola Company" Case Study Strategic Management Prepared By Fathi Salem Mohammed Abdullah 2009 History analysis In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants became popular. On April 23, 1985, the trade secret "New Coke" formula was released. Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day. Vision Statement (actual) To maintain our reputation as the leading cola company in the world. Mission Stat ...
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