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source- http://mba.tuck.dartmouth.edu/pdf/2004-1-0085.

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Business unit goals Long term goalo Coca- cola went international (CEO Robert Woodroofs Goal) to make coal available whenever and where ever consumers wanted it, at their arms reach of the consumers. ( They undertook expansion) Short termCoke understood the importance of branding and wished to create distinct brand personality Designed their advertising campaign to target the youth With a view to exploit the benefits of global and local markets (in terms of taste), Coca cola combined its local and global brands Coca cola in order to gain the confidence of the customers they also conducted quality control and assurance programmes They also had a vision to tap the market potential I the rural market

Future goalsIn 2001, Coke India re-examined its approach in an attempt to gain leadership in the Indian market and capitalize on significant growth potential, particularly in rural markets. The task was to narrow the brand positioning, focusing on differentiation through offering unique and compelling value.

Leadership of Coca colaSanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the companys success in developing a brand Relevant to the Indian consumer and in tapping Indias vast rural market potential. Following His marketing responsibilities, Gupta served as Head of Operations for Company-owned Bottling operations and then as Deputy President. Seen as the driving force behind recent Successful forays into packaged drinking water, powdered drinks, and ready-to-serve tea and Coffee, Gupta and his marketing prowess were critical to the continued growth of the Company. His qualification- Atul is an alumnus of the prestigious St. Xaviers College of Kolkata, India from where he majored in Commerce (Honors). Atul holds an MBA degree from Texas Christian University, USA. He has lived and worked in the four continents of Asia, Africa, Europe and North America. Workplace for employees We will treat each other with dignity, fairness and respect. We will foster an inclusive Environment that encourages all employees to develop and perform to their fullest potential,

consistent with a commitment to human rights in our workplace. The Coca-Cola workplace will be a place where everyone's ideas and contributions are valued, and where responsibility and accountability are encouraged and rewarded. Commitment for Community We will contribute our time, expertise and resources to help develop sustainable communities in partnership with local leaders. We will seek to improve the quality of life through locally-relevant initiatives wherever we do business. Responsible corporate citizenship is at the heart of The Coca-Cola Promise. We believe that what is best for our employees, for the community and for the environment is also best for our business The corporate parent and business unit goalsSource- http://www.wiley.com/college/kieso/cokefinancial/cokeannual.pdf GoalsThe Coca-Cola Company and its subsidiaries (our Company) have developed a comprehensive business strategy focused on four key objectives: (1) increasing volume, (2) expanding share of worldwide beverage sales, 3) maximizing long-term cash flows, and (4) improving economic profit and creating economic value added Reason for entering in the business Attractive area for investmentBecause it consistently generates high returns on capital, our beverages business is a particularly attractive area for investment. In new and emerging markets, where increasing the penetration of our products is our primary goal, the bulk of our investments is dedicated to infrastructure enhancements: facilities, distribution networks, sales equipment and technology. Generic strategy- We build consumer awareness and product appeal for our trademarks using integrated marketing programs. These programs include activities such as advertising, point of sale merchandising and product sampling. Each of these activities contributes to building consumer awareness and product preference.

Diversification plan of parent companyCoca-Cola began repurchasing interests in bottlers worldwide with a view toward providing those bottlers with financial and managerial strength, improving operating efficiencies, and promoting expansion into emerging international

markets. The trend started domestically, when the parent company formed CocaCola Enterprises Inc. through the acquisition and consolidation of two large bottlers in the South and West in 1986. The parent company acquired more than 30 bottlers worldwide from 1983 to 1993. By then, the market value of the company's publicly traded bottlers exceeded the company's book value by $1.5 billion.

Key Dates: 1886: Pharmacist Dr. John Styth Pemberton concocts Coca-Cola, a mixture of sugar, water, caffeine, and extracts of the coca leaf and the kola nut. 1891: Asa G. Candler, a druggist, gains complete control of Pemberton's enterprise. 1892: Candler incorporates The Coca-Cola Company. 1899: The first bottling franchise is established. 1905: Coca-Cola syrup is completely free of cocaine. 1916: The unique, contour-shaped Coke bottle is introduced. 1919: Ernest Woodruff and an investor group buy the company for $25 million; the company goes public at $40 per share. 1923: Robert Winship Woodruff becomes president of the firm. 1943: Coca-Cola plants are set up near fighting fronts in North Africa and Europe, helping boost American GI spirits and introduce Coke to the world market. 1960: The Minute Maid Corporation is acquired. 1961: Sprite makes its debut. 1981: Roberto Goizueta becomes chairman. 1982: Columbia Pictures is acquired for $750 million; Diet Coke is introduced to the market. 1985: Coca-Cola is reformulated; New Coke is rejected by consumers, and the company brings back the original formula, calling it Coca-Cola Classic. 1987: Company sells its entertainment business to Tri-Star Pictures. 1990: Sales surpass the $10 billion mark for the first time. 1997: Douglas Ivester succeeds Goizueta as chairman and CEO.

1999: Company acquires the rights to sell Schweppes, Canada Dry, Dr Pepper, and Crush brands in 157 countries, not including the United States, Canada, Mexico, and most of Europe. 2000: New CEO Douglas N. Daft launches major restructuring involving job cuts of 5,200. 2002: Company launches Vanilla Coke. 2004: E. Neville Isdell is named chairman and CEO. source- http://www.referenceforbusiness.com/history2/32/The-Coca-Cola-Company.html

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