coca cola
Introduction:
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Coca cola was established in 1886, it is the world’s most ubiquitous brand. The company and its subsidiaries are present in over 200 countries employing over 49,000 individuals and generating revenue to the tune of US $ 21 billion. The Coca-Cola markets four of the world’s top five soft drink brands; its beverage products encompass nearly 400brands, including non carbonated beverages such as waters, juices, sports drink, teas and coffees. The company’s registered an overall growth of 7.2 percent over the 10 year period.
The 1990’s brought a slowdown in sales growth for the Carbonated Soft Drink(CSD) industry in the United States of America, achieving only 0.2% growth by 2000 in contrast to the 5-7% annual growth experienced during the 1980’s. The beverages company had to look elsewhere for the growth of their shareholder demand and the looming opportunity for the twenty-first century was the world’s developing markets with their rapidly growing middle class populations.
With the opening of the Indian market in 1990’s Coca-Cola came to India. From 1993 to 2003 Coca-Cola invested more than US $1 billion in India, making it one of the country’s top international investors. The Coca-Cola achieved 39% volume growth in 2002 while the industry grew by 23% nationally and the company reached the break-even profitability in the region for the first time. Encouraged by its growth the Coca-Cola India announced to double its capacity between 2002 and 2003.
In 2003 Interbrand’s Global Brands Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World and estimated its brand value at US $ 70.45 billion ...