International Finance and Management

Running head: International Finance and Management
International Finance and Management
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International Finance and Management
Coca-Cola Company started up in 1886 due to the curiosity of two men, a pharmacist, and a
doctor. They created flavored syrup then gave some to their neighboring pharmacy where they
mixed their syrup with carbonated water. Those who sampled it declared it excellent Dr.
Pemberton’s partner and Frank M are the one credited with the naming of the drink and
designing its trademark as well “Coca-Cola.
How did they market their drink? Their first marketing was executed through coupons thus
promoting free samples, and this was considered very innovative back in the year 1887,
newspaper marketing followed after (Greenfield, 2016). Late in the 1970s advertising of Coca-
Cola was connected to having a good time, friends and fun. Coca-Cola advertisement features
some memorable slogans like “Catch the wave,” “Can’t beat the feeling,” “Coke is it” and the
most famous slogan “The pause that refreshes” which appeared in 1929 (Laruccia et al., 2018).
So how did they enter the international stage? Coca-Cola has used branding as well as cost
leadership; the main goal of cost leadership is to have the lowest cost in the market. Most people
see coca cola as friendly, traditional and patriotic, and branding has helped the company a lot
with slogans like "always Coca-Cola” which is reinforced with patriotic images improve the
company to hold on to their consumers.( Samiee, 2019). To meet the high demand of the
consumer Cander who had acquired the right to the Coca-Cola formula opened up more plants in
Dallas, Los Angeles and Chicago In 1880s the coca- cola drink was usually available in
fountains but in 1894 a business named Joseph Biendenharm began to bottle the beverage
because of the high demand of the beverage, so now the consumers could take their drink to their
homes and enjoy it in the luxury of their home ( Gersen & Hemphi, 2019).. Later in 1899 candler
sold bottling rights of the sdrink to two lawyers namely Joseph Whitehead and Benjamin

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International Finance and Management
Thomas. In 1919 the company was sold to a group that was headed by Ernest Woodruff later his
son Robert.W.Wooodruff was elected as the president of the company, he spread the soft drink to
the rest of the world thus broadening the rage in which the company operates.
The Coca-Cola Company started distributing in six packs thus encouraging purchase for their
home. Later in 1928, the company began sponsoring for the Olympic Games thus exposing the
company internationally, so through this sponsoring any country that would be involved in the
Olympics games would come across the Coca-Cola drink. The company usually set up small
kiosks outside the venues during the Olympic Games. Since the 1950s they have been during
Fifa world cup matches in stadiums. In 1976 Fifa signed the first ever sponsorship between the
company and an international sport governing like FIFA thus being considered as the "World's
biggest sports fan" (Schmidt et al., 2016). As the world entered World War II in1941, there was
high demand from the USA soldiers who were overseas, due to this high demand abroad the
company decided to build bottling plants overseas to meet the demand of the consumers.
Between the year 1940s and 1960s, the Foundation was laid for the company to do business
abroad now as the number of country bottling had almost doubled now. During the war,
consumers started requesting for more option, and their request was heard, and finally, in 1955
they started producing bigger sizes that they used to use and letter on they were packed in metal
cans. In 1977 they started producing 2 liter bottles for the first time meeting up with the demand
of the international consumers (Wilson, 2017).
So how does the strong brand image of the company? First of all, Coca-Cola-owned at least five
brands of soft drink all over the world. How does this help the company? This helps the company
to bring new soft drink flavors into the market while the strong brand of the company supports