COCA-COLA: A Stable Safe Heaven in a Dynamic Market

A total beverage company- COCA-COLA sells its products in more than 200 countries. It provides services to more than 500 brands in about 200 countries. On May 8, 1886, Dr. John Pemberton presented the world’s first Coca-Cola at Jacobs’ Pharmacy in Atlanta & from that one drink, we’ve come up into a total beverage company. The portfolio of this company has increased to more than 200 brands and thousands of beverages across the world, ranging from soft-drink to water and from coffee to tea. The purpose of this multinational company is to refresh the people of the world and stand in a different way. The company’s operational structure has geographical segments like the Middle East & Africa, Europe, Latin America, North America & Asia Pacific.

The company is engaged in producing, retailing, distributing, and marketing non-alcoholic & alcoholic beverages. It is a public company founded in the year of 1892 by John Stith Pemberton. The headquarter of this company is in Atlanta. This company is in news on a continuous basis due to its operations. It has acquired various business units since its establishment. For example, it acquired Minute Maid in 1960, and Columbia Pictures (the movie studio) in 1982. With its acquisition of Minute Maid Corporation in 1960, this beverage company grab the citrus juice market. It introduced the well-known brand Fresca in 1966.

Before that, the company also launches the Sprite- The Lemon Lime Drink and also came up with its first diet cola along with sugar-free Tab, in 1963. Following these innovations and acquisitions, new market opportunities were welcoming the company in the early 1990s. Getting these opportunities, the company launched its first bottle that was partially made from recycled plastic. After that, it came up by acquiring the Indian cola brand Thumps Up in the year of 1993 and Barq’s in 1995. Despite having multiple worries such as inflation, COVID-19, interest rates, volatility in Ukraine’s stocks, etc.- consumers are ready to pay a prestigious pay when seeking something in the form of beverages.

The sales of the COCA-COLA company even beat the prediction of Wall Street of 9.8 billion dollars, that is, its sales rise up to 10.5 billion dollars. The company observed that some of its consumers are experiencing problems from higher prices and because of this CEO James Quincey is experimenting with refillable packaging in Latin America & Africa and returnable glass bottles in the different parts of Southwest US. The main objective of these innovations is to reduce and minimize the waste produced and provide consumers with financial incentives to make use of reusable bottles. One of the brands of COCA-COLA (Coke) is continuously developing quirky new flavors.