History of Coca cola Company:
Coca-Cola was created in 1886 in Atlanta, by a pharmacist, John Pemberton. Initially, it was a useful syrup against various ailments such as headaches and stomach aches. Currently Coca cola Company 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 revenues to the tune of US$ 21 billion.
Expansion strategy of coca cola:
In its world wide expansion Coca Cola decided not to export their products but to work in collaboration with local bottling company.
The strategy of Coca Cola company is to split the production in two parts the first one, controlled by Coca Cola company, is the production of the sirup and the marketing part.The second one is the bottling and the supply chain to the different subsidiaries.
The bottling and saling part are mainly made by partners over the world, Coca cola reach today nearly 275 bottling partners in the whole world.
The key objectives of this strategy is to operate on a local scale, it allows a closer work from the bottling company and the customers on the distribution activity and so a larger spread of the product. Working with partners in every country also permits to adapt the product with the local taste, marketing strategies and optimising distribution networks.
Coca Cola is a company that has grown working with subcontractors, this strategy allow them a large flexibility for each country. On an other hand, they start to aquire some bottling company during the last years, thanks to their bottling investments group with the aim of improving the controls of bottling, in order to assure the quality of their products. Today the own all of the USA bottling companies.
Servane Le Cam Mayou, Amicie Daudier, Tristan Louis, Souhail El Gueddari, Henry Motte