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1、Coca-cola Group D Members:Wendy Rita Qi Felicia 2 Part A:Describe 1.introduction2.Mission,Vision&Values3.Organizational chart3u Coca-Cola first appeared in the city of Atlanta,in May 1886 by Dr.John Pemberton,has been 124 years old.u Coca-Cola was first sold to the public in Atlanta at Jacobs Pharma
2、cy.Only 9 servings of the soft drink were sold each day.Sales for the first year were only$50 u In 1888 Asa Griggs Candler bought the company and sales increased over 4000%.u Now,Coca-Cola Company is the worlds largest beverage company and selling soft drinks market leaders and pioneers,through the
3、worlds largest beverage distribution system,selling the world more than 200 countries and regions amounted to one billion cups consumed per day,accounting for 48%of the world soft drink market,its brand value over 700 billion U.S.dollars,is the worlds first brand.Company introduction Mission uTo ref
4、resh the world.uTo inspire moments of optimism and happiness.uTo create value and make a difference.Vision uPortfolio:Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs.uPartners:Nurture a winning network of customers and suppliers,togethe
5、r we create mutual,enduring value.uPlanet:Be a responsible citizen that makes a difference by helping build and support sustainable communities.uProfit:Maximize long-term return to shareowners while being mindful of our overall responsibilities.uProductivity:Be a highly effective,lean and fast-movin
6、g organization.67 Values uLeadership:The courage to shape a better futureuCollaboration:Leverage collective geniusuIntegrity:Be realuAccountability:If it is to be,its up to meuPassion:Committed in heart and mind uDiversity:As inclusive as our brandsuQuality:What we do,we do wellOrganizational chart8
7、Leadership9The other main membersThe other main members Alexander B.Cummings Chief Administrative Officer Executive Vice President Steve Cahillane President and Chief Executive Officer,Coca-Cola Refreshments USA Wendy Clark Senior Vice President,Integrated Marketing Communications and Capabilities S
8、andy Douglas President,Coca-Cola North America Irial Finan President,Bottling InvestmentsExecutive Vice President Rick Frazier Vice President,Supply Chain10Part B:Diagnose1.Income statement 2.balance sheet3.Financial conditions(Sales revenue)4.Financial conditions(profits)02,000,0004,000,0006,000,00
9、08,000,00010,000,00012,000,00014,000,00016,000,00018,000,00020,000,00022,000,0002004 2005 2006Coca-Cola Company Income StatementsYear$Net Income Gross ProfityearProfits(millions)2005 48722006 50802007 59812008 58072009 6824ProfitsyearSales revenue(millions)2005 231042006 240882007 288572008 31944200
10、9 30990Sales revenue Part C:Prescribe 1.Ptoduct(with competitors)2.High-incomes marketu In 1886,Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy.Now well into its second century,the Companays goal is to provide magic every time someone drinks one of its more than 500 brands.Coca-
11、Cola has fans from Boston to Budapest to Bahrain,drinking brands such as Ambasa,Vegitabeta and Frescolita.In the remotest comers of the globe,you can still find Coca-Cola.u Coca-Cola is committed to local markets,paying attention to what people from different cultures and backgrounds like to drink,a
12、nd where and how they want to drink it.With its bottling partners,the Company reaches out to the local communities it serves,believing that Coca-Cola exists to benefit and refresh everyone it touches.u From the early beginnings when just nine drinks a day were served,Coca-Cola has grown to the world
13、s most ubiquitous brand,with more than 1.7 billion beverage servings sold each day.When people choose to reach for one of The Coca-Cola Company brands,the Company wants that choice to be exciting and satisfying,every single time.Coca-cola Now17CompetitorsPepsiCo:beverage industry tea market-Lipton c
14、offee product-Starbucks Other product:snack(can adapt different countries)Cadbury Schweppes PLC worlds largest confectionery company a strong regional beverage presence in the American and Australia18Cola-ProductCola-Product19 beverageu Energy Drinksu Soft Drinksu juices and juice drinksu Tea and Co
15、ffeesu Sports drinksu Wateru OtherThe main socio-economic classes and age groups21-34 years35-49 years50+yearsqAgeMiddleLowqSocio-economic classResults take into account the behavior and attitudes of low income consumers413623HighHigh income bargain hunters Tend to spend more(16%)than the average sp
16、end on groceriesHow do they behave?Monthly spend Shopping around for the best deals Stocking-up when they find attractive promotions Going to a grocery store they hear is offering good specials Shopping in more stores recentlyWhat do they value?Typically high income consumer Average age and househol
17、d size Rely more on modern format stores Tend to prefer hypermarkets and avoid shopping on discountersShopping behaviorFormatWhat do they not value?Paying more for the convenience of shopping closer homeTend to have higher loyalty than average(So Paulo is the exception)Referance all from th case at P46 or from the internet Always Coca Cola Always Dreams go go go！