COCA-COLA Harvard Case Solution & Analysis


Coca-Cola, founded in 1886, is a young company with the standards of the Coca-Cola Company. Coca-Cola is the world’s largest beverage company, headquartered in Atlanta, Georgia. It operates in more than 200 countries and market more than 2800 products, with approximately 90,000 employees all over the world. The franchises of the company have a strong heritage in the tradition of Coca-Cola that is the foundation of this Company. Moreover, Coca-Cola offers more than 400 brands in over 200 countries. The objective of the company is to provide the quality product to the valuable customers (Lars Gronholdt, 2000).

John Stith Pemberton invented the company in 1886; he began to produce Coca-Cola syrup for sale in fountain drinks. The bottling business started in 1899, by two businessmen Benjamin F. Thomas and Joseph B. Whitehead. Both safeguarded the rights to bottle and sold the Coca-Cola in the United States by the Coca-Cola Company. The name of the company was suggested by the Pemberton, bookkeeper, Frank Robinson. Coca-Cola Company merged some of its company-owned operations with two large ownership groups such as John T. Lupton franchises and BCI Holding Corporations bottling holding to establish Coca-Cola Enterprise Inc.

The best-known trademark in the world sold in about more than 200 countries to 5.8 billion people in 80 different languages. Therefore, Coca-Cola is the world’s largest soft drink company in the world. The company is well known about its customer's taste and brand image. Every year 800,000,000 serving of Coke is sold in the United States alone. The company has been a sponsor of the Olympics. The advertisement of Coca-Cola started on the radio in the 1930 s and on the television in 1950. Currently, Cocoa-cola is advertised on over five hundred TV channels around the world (Doyle, 2010).


The mission of the company is to refresh the world, to inspire moments of optimism and happiness, and to create value and make differences.


The vision of the company is to achieve sustainable and quality growth. The vision also includes bringing to the world a portfolio of the quality brands that satisfy the desires and needs of the customers. Moreover, the vision is to maximize the long-term revenue, and to be a highly effective, lean and fast-moving organization.

The Corporate Objective

The objective of the company is to provide quality products and services to its valuable customers, to gain customers’ satisfaction and to maximize the profits. Furthermore, the objective is to select and retain the professional people for the future of the organization, and to project an outstanding brand image, and to achieve a competitive edge over competitors.



The company has a leading brand image and a strong brand portfolio, which is a major strength of the Coca-Cola Company. The company owns four top soft drinks brand in the world such as Coca-Cola, Diet Coke, Sprite, and Fanta. Moreover, Coca-Cola is the largest manufacturer, distributor and marketer of the non-alcoholic beverages in the world. The company has a large-scale operation with revenue in excess of $24 billion, and recorded double-digit growth in Latin America and bottling investment. Furthermore, the company believes in consistent innovation and creativity, therefore, it enjoys brand loyalty from its customers, and has a strong marketing and research and development department that survey the needs and desires of the customers (Tucker, 1964).

COCA-COLA Case Solution


A major weakness of the company is the weak infrastructure and a small number of retailers, with less shelf space. Moreover, cans have been imported at heavy duty rates and the problem of the empty bottles. Being an addict of the soft drinks is also leading to the health issues because drinking carbonated soft drinks daily has an effect on a person’s body. Furthermore, the company cash flows from operating activities declined during the fiscal year of 2006 (Chad J. Reissiga, 2009).


The company should maintain its brand image with more product extension. Moreover, the opportunities include growing rural market competition and rising disposable income. Brand recognition is the significant factor affecting the company’s position in the competitive marketplace. The company should make the packaging more effective and innovative. The bottling system of the company allows taking infinite growth opportunities around the world. Furthermore, Coke continuously strives to serve the large geographic and diverse area because the company believes in diversity (doyle, 2006)...............

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