Coca Cola Company Resources - Coursework Example

 Coca Cola Company Resources Report Introduction Coca Cola is a soft carbonated drink that was initially introduced by John Pemberton in 1886 in Columbus, Georgia. Pemberton was inspired by the European Mirani that was a coca wine famous at that time (Coca Cola, 2012). He created coca cola original recipe that was alcoholic while in a chemical drugstore and invited guests to enjoy the new carbonated drink. With gradual popularity of the drink and passing of a prohibition legislation, Pemberton created non-alcoholic version of the coca cola recipe. This one founded the basis of hundreds of colas that exist today. However, none of them are close to the actual coca cola formula developed by John Pemberton (Heritage, 2012). This is due to the extreme measures undertaken by Coca Cola Company in protecting the actual coca cola recipe which is a trade secret. Even the exclusive licensed bottlers around the world are unaware of the secret recipe. As a result, the Coca Cola Company is still in business. This report aims to focus on the various tangible and intangible resources that the Coca Cola Company possesses, as well as its distinctive capabilities. Tangible Resources of Coca Cola Company The Coca Cola Company has numerous physical resources that include head office building with lecture rooms, conference rooms, reception, and lounges for guests and staff. Like any modern and large organization, Coca Cola Company owns thousands of physical assets that form part of the interior of an empowering workplace. Furthermore, it has separate ICT department, HR and Business Development Wing that staffs more than thousand highly talented individuals. It has buildings for manufacturing like factories, warehouses for storage of the finished goods, shops where it directly sells its carbonated drinks and other related products. Furthermore, it owns museums and education centers. It has materials, waste, plant and machinery, IT equipment, planned refurbishment and maintenance equipment, provision for emergency and insurance. Overall, Coca Cola and its bottlers have 34 buildings and structures that are situated all over the entire United States. Likewise, to run the top ranking business in the world, Coca Cola Company has financial resources in the shape of capital, treasury bonds, long-term and short-term securities, certificates, and cash. According to the 2010 figures, the Coca Cola Company has a revenue of US$ 35,119 billion, operating income of US$ 8,449 billion, net income of US$ 11, 809 billion, total assets worth of US$ 72, 921 billion and total equity worth of US$ 31,317 billion. Since the establishment of Coca Cola Company in 1892, the company has 139,600 employees in the year 2010. Technical resources include software, hardware and communication devices that are required for the internal communication purposes. The Coca Cola Company owns these systems for the effective communication and technological advancement of the organization. Intangible Resources of Coca Cola Company Furthermore, in terms of intangible technical resources, the Coca Cola Company has human resources possessing technical knowledge and expertise that are unparalleled by the competitors. The human resources have the highest level of experience and knowledge of improving the quality of its products, innovating newer products and providing better customer services to the customers. In terms of Intellectual Resources, the Coca Cola Company has a total of 500 new brands apart from its trade secret original recipe of non-alcoholic carbonated coca cola. In total, the Coca Cola Company has 1,178 patents as of 2009. The company has spent enormous amounts on the research and development which has helped it to invent newer products and processes that have been granted patent. Furthermore, the company owns trade secrets, copyrights, trademarks, brand names, trade dresses, domain names and designs of its unique bottles and shapes. In short, the Coca Cola Company has all the forms of intellectual property rights that make it the most valuable company in the world. As of December 31, 2011, Coca Cola Company owned trademarks worth of US$ 6,430 million, bottler franchise rights worth of US$ 7,770 million, goodwill worth of US$ 12,219 million and others worth of US$ 113 million. The total worth of intangible assets was US$ 27, 669 million as of December 31, 2011 (Stock-Analysis, 2012). Distinctive Capabilities of the Coca Cola Company The Coca Cola Company has a horizontal architecture in which it has granted exclusive licenses and franchise rights to its numerous bottlers around the world. This is a distinctive capability of Coca Cola Company that cannot be matched by anyone of its competitors. In terms of innovation, the company has acquired Energy Brands Inc. in 2007 and launched 20-ounce PET bottle having plastic contour (Heritage, 2012). It is one of its kinds in the plastic bottle industry and helped enhance the Coca Cola Company’s reputation and goodwill in the global market. In 2005, the Coca Cola Company launched a set of five magnificent plastic contour bottles which are popularly known as M5s that is magnificent five bottles. These are the most prominent innovation of the Coca Cola Company. Furthermore, in 2005, Coca Cola Company extended its sponsorship for the Olympics till 2020, thus, stabilizing its reputation in the marketplace. Works Cited Coca Cola Company, 2012. Web. 26 March 2012. http://www.coca-cola.com/en/index.html Coca Cola Timeline. Heritage, 2012. Web. 26 March 2012. http://heritage.coca-cola.com/ Stock Analysis, 2012. Web. 26 March 2012. http://www.stock-analysis-on.net/NYSE/Company/Coca-Cola-Co/Analysis/Goodwill-and-Intangible-Assets Read More