Coca-Cola is one of the most known and implemented throughout the world and has maintained that leadership position, which combines economic success with a wide social recognition, for at least the last 40 years. This work will examine the development model of Coca-Cola.
The study focuses on issues such as:
History, where we will briefly discuss the most important eventsin the history of this great company, Coca-Cola.
Location, countries of the expansion of Coca-Cola, and focus on Spain.
Product, formula and its way of manufacture.
And finally, we analyze the the competition between Coca Cola and Pepsi.
The Coca-Cola was created in 1885 by John Pemberton's Jacobs Pharmacy in Atlanta, Georgia. With a mixture ofcoca leaves and cola seed wanted to create a remedy, which began being marketed as a medicine which relieved the headache and nausea concealed, then was sold in pharmacies as a remedy to quench their thirst. Frank Robinson named it Coca-Cola, and in his handwriting designed the current logo of the brand.
Three years later, after obtaining the exclusive rights to bottle and sellCoca-Cola in the U.S., employers Benjamin F. Thomas and Joseph B. Whitehead, started the business. Recognized the need for local participation in the creation of a network of bottlers, Mr. Thomas and Mr. Whitehead, with the help of John T. Lupton, granted the franchise rights to bottle Coca-Cola business people from other places, which soon became a national initiative.
Later a group of lawyersbought the company and made Coca-Cola reached worldwide. Then the company became The Coca-Cola Company.
This is a company that has grown in the sector of soft drinks, which has almost no features conducive to hold a company to distance itself from its competitors.
Coca-Cola operates today in over 200 countries and a turnover of more than 21,000 million dollarsof which nearly 80% comes from outside the United States. Much of the Company's growth has occurred in the last 25 years as a result, first, the internationalization of the Company and the other for a redefinition of the diversification strategy of the company has focused on production of Coca-Cola and other soft drinks apart from efforts to diversify into other unrelated businesses.
2.1Coca-Cola in Spain:
The production / distribution of Coca-Cola in Spain are carried out by bottling companies located in seven different Spanish geographical areas. While Coca-Cola Spain, Beverages Service Company, is part of a multinational company, ownership of the bottlers is entirely in the hands of Spanish businessmen. This organizational model reflects the historical development ofCoca-Cola in Spain, held by the association of the company of local businessmen and led to a highly fragmented structure.
The growth of the company in Spain has been closely linked to the Spanish economic growth observed an acceleration of sales in the 90s. Other factors that have influenced the growth of the number of business have been the price of Coca-Cola products, in real terms,have followed a downward path over time. The strong sales growth has led to Coca-Cola to position itself as a leader among manufacturers of carbonated soft drinks in Spain with two products(Coca-Cola and Fanta) in addition to the main variants of Coca-Cola(Zero and Light), located in the top ten best-selling.
The configuration of Coca-Cola Spain as a company of services focused onmarketing efforts resulting in a highly skilled workforce and a relatively flat hierarchical structure. Human resources policy followed by the company is innovative in many respects. First, there is a marked horizontal mobility between jobs.Many employees in professional standards and proposed change of function without changing the level, with the dual aim of maintaining motivation and job adapting...