Coca Cola Marketing Analysis

In: Business and Management

Submitted By mohight
Words 1773
Pages 8
Coca-Cola Marketing Analysis
Morgan Hight
April 8, 2013
Steven Richards
MKT/498

Coca-Cola Marketing Analysis
In 1886, an Atlanta pharmacist by the name of Dr. John S. Pemberton developed the first Coca-Cola Coke. The product was created by using flavored syrup and carbonated water at Pemberton’s local pharmacy. Frank M. Robinson, Dr. Pemberton’s business partner and bookkeeper, is credited for giving the product its name, Coca-Cola, as well as the trademark script on the product that is still used today. Prior to his death in 1888, Dr. Pemberton sold portions of his dynamic business, with majority of the business being sold to Atlanta businessman, Asa G. Candler. Under Candler’s leadership, Pemberton’s original goal was accomplished, distributing Coca-Cola through soda fountains. In 1984, Joseph Biedenhard installed a bottling machine in his soda fountain, making him the first to bottle a Coca-Cola. The first Coca-Cola sold for only five cents. For only $1, three business men from Chattanooga, Tennessee, Benjamin Thomas, Joseph Whitehead, and John Lupton, purchased bottling rights from Asa Candler, and later developed what would become the Coca-Cola worldwide bottling system ("Coca-Cola History", n.d.). Today, The Coca-Cola Company’s number one competitor is Pepsico Inc., the maker of Pepsi. Other competitors include, Dr. Pepper Snapple Group Inc. and Nestlé. Coca-Cola dominates the beverage world controlling 51% of the global carbonated soft drink business. Pepsi controls on 22% of the beverage business (Zmuda, 2009). Coca-Cola’s marketing capitalization, the market value of the company’s outstanding shares, is 179.74B toppling Pepsi’s 121.73B. Coca-Cola is also ahead of Pepsi in Quarterly Revenue Growth Year over Year. Quarterly Revenue Growth refers to an increase of a company's sales when compared to a previous quarter's revenue…...

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