Coca-Cola Company Marketing and Globalization

In: Business and Management

Submitted By kebeney
Words 3227
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Coca-Cola Company Introduction
Coca- Cola Company is the world leading manufacturer, distributor, and marketer of soft drinks. It was established after Coca-Cola invention on May 1886 by Dr. Pemberton. This company manufactures about 4000 products and 400 brands using tea, coffee, water, energy drinks, juices and much more.
The company’s corporate center of operations is in Atlanta with local operations in more than 200 countries around the world. Only 30 percent of its income comes from within the United States with estimated brand equity of 84 billion dollars relating to more than 50 market share of the global beverage industry.
In early 20th century, the company expanded rapidly into some European countries. Major and swift growth worldwide took place after the Second World War II. The African market is targeted the most because of its potential economic growth. The American, European and Asian markets utilized fully that’s why must interest is in African nations because they are undergoing urbanization thus make it easy for this company to distribute its products. Also, the middle-class population is on the rise in Africa hence willing to buy more and more due to increasing income.
Coca-Cola Company Organizational Structure
The organization structure is so flexible that it can meet both local and global needs. Corporate segment is at the top of the structure; it provides support and directions concerning the formulation of new strategic decisions. It is made up of twelve executive committee members, and each member is assigned a particular region.
The Coca-Cola Corporation has five geographical segmentations namely the strategic business units. Every unit covers a particular world region; furthermore, a group is subdivided into smaller regions. Then at the local level, management is divided into operational…...

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