Coca-Cola

Introduction
The Coca Cola Company is an American multinational beverages corporation, manufacturer and marketer of non-alcoholic beverage. The company is greatest known for its product Coca Cola that was created by a pharmacist called John Stith Pemberton in 1889. The company was founded by Asa Candler in 1892. Today the company is the world’s principal maker in the beverage industry,operative worldwide in more than 200 countries, the office head company is located in Atlanta (Georgia, USA). The Coca cola Company produces more than 3000 beverages brands and over 1.06 billion of drinks are consumed, per day (The coca cola Company, 2011).
The mission of the coca cola company is to refresh the world, inspire moments of optimism and happiness, create value and make a difference.
Thesize of the firm
The Coca Cola Company owns four of the top five soft drinks brand such us Coca Cola, Fanta, diet coke and sprite. Besides that the company possesses other brands for example Minute Maid, Power-ade, and Dasani water. The firm makes more than 3500 drinks for sell in more than 200 countries (Hoover’s Inc., 2012). The company has more than 3000 bottling associatesinternational which are indigenous businesses that are either individually possessed by the Coca Cola Company. The corporation has being in Africa since 1928 and nowadays is one of the principal sector employers, functioning160 bottling and working with more than 900,000 selling outlets in the mainland (Harvard Kennedy School,2010).
Coca cola Products
The Coca-Cola Company offers hundreds of brands,including soft drinks, fruit juices, sports drinks and other beverages. The company has a portfolio of more than 3000 beverages from diet and regular sparkling beverages to still beverages such us fruit drinks, water, energy drinks, tea and coffee. The firm has a list of products sorted alphabetical order from A to Z.

Some Product list
A | B | C | D | F | G | H | I | J |
Aquarius | Buzz |Cristal | Diet cherry coke | Fanta | Gini | Hawai | Ice dew 3 | Jaz cola |
Aquarius spring | Beat | Cheers | Diet coke plus | Far coast | Georgia | Hit | Ipsei | Joy |
Apollinaris | Burn | Charua | Diet crush | Fanta verdia | Gold peak | Hires | Inca Kola | Joya |
Andina | Bistra | Ciel | Dorna | Frisco | Grapette | Horizon | | Jericho |
( The Coca-Cola Company,2011)

Market StructureThe market structure for the Coca-Cola Company is oligopoly. An oligopoly lies between perfect competition and monopoly. It is a form of market structure characterized by a few dominant firms and its product can be differentiated or homogeneous. Coca-Cola Company was established for 125 years and it is the world’s largest beverage company which is well-known to the market. It is also one of theleaders of soft drink industry and boasts a global market share of around 50%.(Murray,2006) Thus, Coca-Cola Company is a dominant firm because it has a powerful market. Coca-Cola Company uses product differentiation which includes different marketing strategies, advertising, identification strategies, and availability to isolate their product from other brands and create a loyal customer base. Productdifferentiation is essential for Coca-Cola Company to gain advantage on other competitors.
The first characteristic of oligopoly is there are a small number of firms compete. The behaviour of the firm in oligopoly is mutually interdependent. Coca-Cola Company and Pepsi Company have competed for a long time. Their interdependent has moved into the bottled water market with Coke’s Dasani andPepsi’s Aquafina brands. Moreover, firms in oligopoly are price setters as opposed to price takers. The Coca-Cola Company sets the price of coke and concentrated on selling the single bottles in convenience shops or vending machine to avoid the price discounting.
The second characteristic is there are natural or legal barriers prevent the entry of new firms. The strategic entry barriers for...