University of Priština

Faculty of Economics

Business Economics

Tamara Marjanović

Coca-Cola company
Seminar paper from English language

Mentor:

Nataša Lukić

December, 2023
Kosovska Mitrovica
Coca-Cola company Tamara
Marjanović

1. Coca-Cola

The Coca-Cola Company was created by J.S. Pemberton Medicine Company, then
a company founded by Dr. John Stith Pemberton and Ed Holland. After the founding of the
company, it initially had its three main products: Pemberton's French Wine Cola (better
known today as Coca-Cola), Pemberton's Indian Queen Hair Dye and Pemberton's Globe
Flower Cough Syrup. 1889 Asa Candler buys the rights to the formula and brand. Three years
later, he founded a new company called The Coca-Cola Company (1892). Since that year, The
Coca-Cola Company produces the so-called syrup, which it then sells to different companies
that bottle and make its products around the world. That year can be considered the initial
year of production of non-alcoholic juice called Coca Cola, which today is one of the biggest
brands on the planet. In addition to its most famous, which also bears the name of the Coca-
Cola company, there are many varieties of Coca-Cola, and these are some of them: Aquarius
Mineral Water (2004), Diet Coke with Lime (2004), Diet Coke Sweetened with Splenda
(2005), Coca-Cola Zero (2005), Diet Coke Plus (2007), Coca-Cola Orange (2007), Sprite, Diet
Coke with Citrus Extract (2008).
In 1963, Coca-Cola created one of the first diet soft drinks, Tab, which contained
saccharin instead of sugar. The product is still produced today, but its sales declined due to
the introduction of Diet Coke in 1982.
Two products that are extremely famous all over the world are Fanta and Sprite,
created sometime around 1942 and 1943. The origin of Fanta dates back to World War II,
when Max Keith, who managed Coca-Cola's combat operations in Germany, ran out of
ingredients for Coke that could only be obtained from America. Kate reached out to produce
a different non-alcoholic pizza, Fanta, which proved to be a real hit. After the war, Coca-Cola
returned to the German market and, seeing the popularity of the company's Fanta products,
decided to adopt them as its own. The German product Fanta Klara Citron (''Clear Lemon
Fanta'') becomes a sub-species called Sprite, which becomes another best-selling product of
the company and the main competitor of PepsiCo's 7Up product.
Coca-Cola is one of the best-selling products in most countries. However, this is
not the case in the Middle East. In this part of the world, Coca-Cola is not the No. 1 soft
drink. 1. Regardless of this fact, Coca-Cola has almost 25% share in that market (Pepsi 75%)
and recorded double-digit growth in 2003.
In Scotland, there was a similar situation there, the local product Irn-Bru was
very popular, but data from 2005 showed that Coca-Cola and Diet Coke had overtaken Irn-
Bru in sales.
Through the great depressions, the First and Second World Wars, as well as
numerous religious conflicts and energy crises that marked the past century, up to the

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Coca-Cola company Tamara
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changes in geopolitical and economic maps, The Coca-Cola Company withstood it all and
grew.
In today's so-called credit hungry environment, nothing is more important than
the ability to make money. The Coca-Cola system earns up to $50 million each day, and at
the end of the year, the company has $4.7 billion in cash in reserve and $2.6 billion available
through lines of credit.
The company is persistently taking actions to strengthen operations in key
developed markets such as Japan, North America and parts of Western Europe, North
America, in part, presents a challenge because this market was most felt by the economic
crash. Continually work with bottling partners to drive productivity, innovate across supply
chains, improve go-to-market and capabilities, and align our branding and marketing
capabilities.
Competing successfully in a global economy requires a commitment to the
consumers and communities we serve, the natural resources we use, the people we employ,
and everyone who trusts the company and its brands.
The ability to supply is woven throughout the business model as well as
numerous, important efforts, from increasing productivity and efficiency to improving water
and energy use; climate protection initiatives; healthy life; rights in the workplace; and
community development programs. Our decision to minimize the printing of this report is
saving the company in excess of $1 million. By using renewable energy sources in printing,
they prevent 31,177 kilograms of harmful gases, created by the greenhouse effect, from
going into the atmosphere.
The consumer market will try to focus on affordability and security to send the
right messages for times like these. Through marketing efforts, they increase relationships
with retail customers while developing strategies for point-of-sale execution. Working with
partners in the bottling industry, they continue to innovate to produce a variety of beverages
and packaging tailored to the needs of individual customers and consumers.
The long-term opportunities associated with obtaining these or other rights are
truly exceptional. The company's influence and presence are felt around the world. People
consume its products daily and the demand for them is increasing day by day. But it is not
only its products that people buy, but also the company's shares. The company is doing well
despite the financial crisis that hit the whole world.

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Coca-Cola company Tamara
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2. Literature

www.coca-colacompany.com
“Menadžent’’, Dzejms A.F. Stoner, R. Edvard Friman i Daniel R. Gilbert, Jr
“Robna marka”, Suzan Hart i Dzon Marfi
https://www.britannica.com/topic/The-Coca-Cola-Company
https://www.forbes.com/companies/coca-cola/?sh=35f76ab438c0