Coca cola

• coca cola background

  • world's most recognisable brand
  • 1.9 billion products consumed per day
  • global revenue of $43 billion
  • developed in 1886 by a pharmacist as a medical drink that contained cocaine from coca leaves and caffeine from Kola nuts
  • every man in wwII could get a bottle wherever they were
• How has coca cola successfully globalised

  • global network began in 1920s and expanded during WWII
  • sponsorships of global events (olympics, FIFA) to increase brand recognition
  • operates in 200 countries
  • partner with local bottler and distributors to take advantage or regional knowledge and logistical infrastructure
  • unique packaging makes brand recognisable
• spatial organisation

  • doesn't own bottling plants
  • headquarters are only in Georgia and syrup is exported to bottling plants (over 900)
  • is the largest soft drink distribution network
  • manufacturing is done near purchasing country to reduce transportation costs
• Pros of Coca cola

  • investment in new markets drives economic growth
  • local economy supported as bottlers profit
  • marketing increases awareness of recycling
  • grants awarded to countries focusing on social development and environmental sustainability
  • employment opportunities - 700,000 people
  • initiates sustainable agricultural schemes
  • replenishes water used by funding local projects
  • 5by20 scheme
  • invest in new plants in expanding markets
• Cons of Coca cola

  • water pollution
  • long working hours for little pay in poor working conditions
  • exhaustion of local water supplies - in 2012 they used more the 25%)
  • millions spent countering link to obesity
  • worker encouraged to abandon union membership
  • contributes to obesity and diabetes
  • majority of profits return to USA
  • vulnerable to top down decision making
  • pesticide residue found in products
  • use 300 billion litres of water per year
  • manufacturers billions of single use plastic bottles
• Coca Cola foundation

  
  

  • given $820 million to enhance sustainability of communities
  • give back 1% of prior year incomes annually
  • given $117 million benefitting 300 organisations, 70 countries
  • water stewardship programmes, fitness and nutrition efforts and community recycling programmes
  • aims of women empowerment of entrepreneurship
  • aim for acess to clean water, water conservation and recycling
  • education and youth development
  • supports community programmes - art and culture, economic development and HIV/AIDs awareness and prevention
  • respond to emergencies and offer relief
• 5by20 scheme

  • gloabl goal announced in 2010 to enable economic empowerment of 5million female entrepreneurs by 2020
  • helps coca cola and local people
  • surpassed there in goal in 2020 by empowering 6 million females across 100 countries
  • provide business skills training, mentoring networks, financial services and other assets to help women’s lives and businesses