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Essay / Research Paper Abstract
This 14 page paper examines the Coca Cola company looking at the background of the company and its market alignment. The paper then advocates a change in the employee culture and how employees are valued, to increase productivity, to lower costs and increase the positive level of perception in the eyes of the consumer. The paper outlines the analysis and then plans this change. The bibliography cites 16 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_TEcokech.rtf
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Unformatted sample text from the term paper:
the third most popular global drink. Other brands include Dasani Water, Minute Maid, Fanta, Lilt and Tab, with ownership of some brands only in select markets such as the entire
Schweppes range, Dr Pepper, Oasis, Evian and Gini to name a few (Coca Cola, 2003). Although the company has more than 300 beverages in its range. The main activities
of the company is the manufacture, distribution and also the marketing of non alcoholic carbonated and non-carbonated drink both finished and also syrups and concentrates on a global basis (Coca
Cola, 2003). The company does not undertake any bottling operations, but does have interests in many bottling organizations, such as Coca-Cola Hellenic Bottling Company S.A. Coca-Cola Enterprises Inc., Coca-Cola Amatil
Limited and Panamerican Beverages, Inc. (Coca Cola, 2003). The company has been performing well, but has also seen a slow down in growth in recent years. Looking at the
revenue over the past five years there is a pattern which indicates some difficult years have been faced and a change may be needed. The revenue for the tax year
ending Dec 31st 2002 was (in millions) $19,564, compared to $17,545 in 2001, 17,354 in 2000 and 19,284 in 1999 (Coca Cola, 2003). However, the company may also be seen
as string overall with a gross profit margin is 67.1% compared to an industry average of 54%, the net profit margin is 20.1% compared with the industry average of 10.4%
and the S&P 500 of 4.8% (Yahoo Finance, 2003). The basis of this may be built on a strong history. The company began in 1886 in Atlanta, the trademark
Coca-Cola was registered in 1887 and by 1895 the drink was being sold thought the United States (Coca Cola, 2003). In 1899 the pattern of franchising the bottling operations began.
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