In the name of ALLAH,
The most Gracious,
The most Merciful
COURSE TITLE
Strategic Financial Management
COURSE CODE
MGT-713
Program: MBA (3rd SEM)
Submitted To: Prof.Adnan Bashir
Submitted By: Ammara Nawaz
Roll No: 24016720-001
Topic: Project on Coca-Cola
INTRODUCTION
History
Coca-Cola, commonly referred to as Coke, is a carbonated soft drink that was first
introduced on May 8, 1886, by pharmacist John Pemberton in Atlanta, Georgia. Initially
marketed as a "brain tonic and intellectual beverage" that could cure headaches and
relieve fatigue, it quickly gained popularity.
May 8, 1886: Coca-Cola is first sold at Jacobs’ Pharmacy in Atlanta, Georgia.
1887: Asa Griggs Candler buys the rights to Coca-Cola.
1889: Candler founds the Coca-Cola Company.
1891: Coca-Cola is bottled and distributed for the first time.
1894: Coca-Cola is sold nationally in the United States.
1906: Coca-Cola is introduced internationally.
Name and Logo
The name "Coca-Cola" came from two of the drink's main ingredients: coca leaves and
kola nuts. The iconic script logo was created by pharmacist John Pemberton's
bookkeeper, Frank Mason Robinson.
Global Expansion
In 1889, Asa Griggs Candler bought the rights to Coca-Cola and founded the Coca-Cola
Company. Under his leadership, the brand expanded globally, and by the early 1900s,
Coca-Cola was available in over 40 countries.
Product Line
Today, The Coca-Cola Company offers over 500 brands and 3,900 products, including:
Coca-Cola (Classic, Diet, Zero Sugar)
Fanta
Sprite
Minute Maid
Powerade
Simply Juice
Marketing and Cultural Impact
Coca-Cola is known for its memorable advertising campaigns, such as:
The Pause That Refreshes" (1929)
I'd Like to Teach the World to Sing" (1971)
Taste the Feeling" (2016)
Coca-Cola has also appeared in numerous films, television shows, and music videos, solidifying
its status as a cultural icon.
Awards and Recognition
Coca-Cola has received numerous awards, including:
Interbrand's "Best Global Brand" (2007-2020)
Fortune's "World's Most Admired Companies" (2019)
Dow Jones Sustainability Index (2019)
Best Global Brand 2007-2020
Fortune's "World's Most Admired Companies" (2019)
Dow Jones Sustainability Index (2019)
Controversies and Criticisms
Despite its success, Coca-Cola has faced criticism over:
Sugar content and contribution to obesity
Environmental impact (packaging waste, water usage)
Labor practices and human rights allegations
Coca-Cola is a beloved brand with a rich history, global presence, and significant cultural
impact. While facing challenges and controversies, it remains one of the most recognizable and
consumed beverage brands worldwide.
Vision Statement
"Our vision is to craft the brands and choice of drinks that people love, to refresh them in
body and spirit. And done in ways that create a more sustainable business and better
shared future that makes a difference in people’s lives, communities and our planet. "
This statement has three connected pillars that are following:
1. Loved Brands:
We craft meaningful brands and a choice of drinks that people love and that refresh
them in body and spirit.
2. Disciplined Portfolio Growth:
As they continue their journey as a total beverage company, building loved brands
starts with following the needs and desires of the consumer, and they’ve become
increasingly granular about how they address these opportunities. they’ve
developed data and technology capabilities to better segment their consumers so
that they appropriately match their needs and desires with a powerful portfolio of
products, allowing them to continue to remain consumer centric while remaining
disciplined in their approach. Through this disciplined portfolio growth, they
believe they’re well positioned to meet the various drinking-occasions per day
which forms the foundation to deliver strong results today and, in the years,
ahead.
3. Done Sustainability:
As a total beverage company, they are driven by their purpose to refresh the world
and make a difference. This means crafting drinks people love, in a sustainable
way. It is also about improving people’s lives and the communities they call
home. They have set ambitious sustainability goals that aim to drive business
growth and create a better shared future. Every drink their consumers enjoy is a
step forward on that journey. Their priorities focus on water, packaging, climate,
portfolio, agriculture and people & communities. These are all interconnected.
They invest in solutions that help their operations, their value chain and local
communities adapt to change and build long-term success. Recognizing that
collaboration is key to progress, their bottlers and partners help them deliver on
their ambitions.
Mission Statement
"Our mission is to refresh the world. To inspire moments of optimism and happiness through our
brands and actions. To create value and make a difference.
Corporate Governance (CG)
The Coca-Cola Company and its subsidiaries have several corporate governance practices
including:
