Managing the Coca-Cola Company in an international context

RUNNING HEAD: MANAGING THE COCA-COLA COMPANY IN AN
INTERNATIONAL
Managing the Coca-Cola Company in an international context
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MANAGING THE COCA-COLA COMPANY IN AN INTERNATIONAL CONTEXT1
Executive summary:
The Coca-Cola Company, an international enterprise, is the manufacturer, retailer and seller
of the non-alcoholic liquor. To enhance business growth, this global enterprise has to detect
the factors, which are affecting the company’s business. Evaluating the environmental
factors, strengths and weakness of this company will help the company to deliver a relevant
and acceptable product. This analysis will be helpful to understand the demand of the
consumer. This evaluation will be based on PESTLE analysis and SWOT analysis.

MANAGING THE COCA-COLA COMPANY IN AN INTERNATIONAL CONTEXT2
Table of Contents
Introduction:...............................................................................................................................3
Impact of external factors on the company:...............................................................................3
Political factors:.....................................................................................................................4
Economic factors:...................................................................................................................4
Socio-cultural factors:............................................................................................................4
Technological factors:............................................................................................................5
Environmental factors:...........................................................................................................5
Legal factor:...........................................................................................................................6
Impact of the internal factors on the Company:.........................................................................6
Strength of the company:.......................................................................................................6
The weakness of this company:.............................................................................................7
Opportunities for the company:.............................................................................................8
Threats of Coca-Cola Company:............................................................................................8
Strategy for the Coca-Cola Company:.......................................................................................8
Conclusions:...............................................................................................................................9
References:...............................................................................................................................10

MANAGING THE COCA-COLA COMPANY IN AN INTERNATIONAL CONTEXT3
Introduction:
Coca-Cola is a global enterprise from America. This company produce non-alcoholic
soft drinks. To be successful in the international market, this company has to deliver
acceptable products, which will meet the consumer’s needs and wants. This paper will
evaluate the factors, which are affecting this international brand and its products.
Environmental factors, strengths and weakness of this Company will be assessed in this
paper. This analysis will help this company to manage those factor and provide the most
acceptable product in the international market.
In 1886, Coca-Cola was originated by pharmacist John Pemberton. At first, it sold as
a medicinal beverage. In Atlanta of Georgia, the headquarters of Coca-Cola Company is
located (coca-cola.com. 2019). In the sector of non-alcoholic drink, the Coca-Cola Company
has been ruling the world for more than a hundred years (Banks 2016). Products from this
company are sold in every country of this world except the People’s Republic of China, and
Cuba. As of now, this company is the owner of four hundred brands in this world. Regularly,
the Coca-Cola Company sells 1.9 billion products. The report of Fortune affirmed that this
Company is the fifteenth most desired company in this world (coca-cola.com. 2019). Among
the top hundred brands of the United States America, this brand holds the seventeenth
position. (coca-cola.com. 2019).
Impact of external factors on the company:
Coca-Cola Company is a leading non-alcoholic beverage brand. This company is
successful in creating a loyal customer base. In spite of all this success, in 2018 this company
has declined its revenue. It is the negative impact of external factors. The PESTLE analysis
will help the company to determine these factors. PESTLE analysis reveals five elements,