Services of The Coca Cola Company - Term Paper Example

The Coca Cola Company Introduction The Coca-Cola Company is a multinational corporation headquartered in the U.S.’ Atlanta, Georgia. The company produces and sells syrup concentrates to worldwide bottlers that brand and sell the final products as bottled beverages. It is on the New York Stock Exchange and headed by a chairperson cum Chief Executive Officer. As of 2005, the company reported its sale in more than 200 countries globally. This amounted to over 50 billion beverage servings consumed worldwide on a daily basis. To date, company has nearly 130,600 employees. The company also takes part in corporate social responsibility in various dimensions. For instance, it has sponsored various global events such as world cup, Olympic, premier league, NBA and other sports. History The company’s history traces back to the year 1886. Out of personal curiosity, a pharmacist based in Atlanta, Dr. John S. Pemberton created a soft drink that soda kiosks sold. The innovation involved creation of a flavored syrup, mixed with carbonated water and sampled for fitness. The pharmacist’s bookkeeper, Frank M. Robinson, later named the beverage and went ahead to design its trademark that is still used distinctively today. Within the succeeding two years, prior to his death in 1888, Dr. Pemberton sold out portions of the business to various shareholders. Majority of these sales went to then Atlanta businessperson, Asa G. Candler. Asa’s leadership expanded distribution of the beverage to beyond Atlanta. Soda fountains grew rapidly beyond Atlanta and in 1894; Joseph Biedenharn established the first bottling machinery in Mississippi. The growing demand for Coca-Cola and the desire for the product’s portability motivated him to become the first to bottle the beverage. Five years later, three businesspersons, Benjamin Thomas, Joseph Whitehead and John Lupton, secured bottling and selling rights for Coca-Cola. They established the first-ever large scale bottling system in Chattanooga, Tennessee. Early bottlers were constrained by product imitation by competitors and absence of packaging consistency. Stiff competition led to unanimous agreement among the bottlers to a distinctive bottling of the beverage. In 1916, they approved the design of the contoured bottle. The bottle set the brand aside from the competitors and remained so until its trade marking in 1977. Adverts of the product existed as early as the 1970s. It is during then that the brand’s advert depended on and or drew from funs, friends and even memorable moments. The company also had its first computer animated adverts in the 1993. Due to its history of acquisitions, Coca-Cola Company has acquired several other brands such as Minute Maid, Thums Up, Odwalla and Fuze. To date, the company is one of the most outstanding U.S. – based multinational companies offering employment and high-class beverages. Officers Muhtar Kent: Chairman of the Board and Chief Executive Officer of the Coca-Cola Company Alexander B. Cummings: Chief Administrative Officer J. Alexander M. Douglas Jr.: Global Chief Customer Officer Bernhard Goepelt: General Counsel Ceree Eberly: Chief People Officer Clyde C. Tuggle: Chief Public Affairs and Communications Officer Deryck Van Rensburg: President, Coca-Cola/Keurig Ventures Ed Steinike: Chief Information Officer Kathy N. Waller: Chief Financial Officer Guy Wollaert: Chief Technical and Innovation Officer Mission Statement The company’s aim of establishment was to refresh the world in mind, body and spirit; to inspire moments of optimism through its brands and action; and to create value and make differences wherever they engage. On the other hand, its long-term vision hinges on people’s workplace comfort and prosperity, provision of quality beverage portfolio to the world, establish a winning partnership, attain absolute social responsibility among the planet’s communities, maximize long term profiteering and be a highly productive and fast-moving organization. For the company to thrive in the long term its management must focus ahead; understand the market trends and forces that are likely to shape its future operations. It must get ready for future starting tomorrow today by moving swiftly to avert any form of misdeeds. Products/ Services The company and its affiliates have several brands of products. As of August 31, 2012, the company and its affiliates had several drinks and beverage products. Coca Cola The soft drink is the product that is widely used by most consumers, globally. The soft drink was formally launched the product in 1886, being its first soft drink product. Besides its wide sales in all states in the U.S., the product also sells in most countries. The company started up franchised bottling companies in other countries outside America for the product in 1899. Sprite Introduced in 1961, Sprite is a major product of the company with sales in over 190 countries. The soft drink ranks among the three most popular in the world because of its extensive market domination. It has lemon flavor that makes it tasty and appealing, hence its wide market dominance. Fanta The company introduced Fanta in 1940. It is available in nearly all fruit flavors but orange dominates. It has an estimated customer base of nearly 30 million daily consumers, globally. Diet Coke Introduced in 1982, the soft is sugar-free and contains minimum calories. It is widely preferred by consumers on diet or experiencing health complications. Coke Diet is among the widely consumed soft drinks in nearly 150 countries. Coca Cola Zero The soft drink contains zero sugar and preferred mostly by youthful consumers. Minute Maid Best known for its nutritious value, the juice product has a large market dominance level. It is available different flavors preferred by diverse population of consumers. The company supplies guava, apple, mango, mixed juice, juice grape, juice orange and juice apple flavors. Dasani and Ciel These are pure noncarbonated water sold by the company. They are available as bottled mineral water. Powerade It is applicable as a drink used to quench thirst and replenishing during sports. It is a combination of carbohydrates and energy fluids that help replenish essential body electrolytes. Powecade zero product has no calories. Simply The product is available in different varieties of highly concentrated fruits, mostly orange. Fresca Introduced in 1966, Fresca soft drink is caffeine-free and has a grapefruit flavor. Some varieties of the product are sugar-flavored. Glaceau Vitaminwater It is a water beverage with nutrient enhancement. Vitamin water is available in nearly twenty-six countries. It is available in other varieties that have zero calories. Other Products Others products of the company include Del Velle, Galceau Smartwater, Mello Yello, Fuze, Fuze Tea, Burn, Honest Tea, Nos and Odwalla. Financial History The company’s financial performance is commendable under Muhtar Kent since 2009. Over the years, the company continues to introduce innovative brands that suit the necessities of diverse groups of consumers. Increase in brands improves the sales levels and corresponding income for the company. Various sales and marketing strategies used by the company are fundamental in increasing its sales and profit margin. During the 2013 financial year, the company had a net income of $ 8, 584 million, $ 90, 055 million in asset value and $ 56, 882 million worth of total liability. Currently, the company has a low projected risk of delinquency. Because of its good financial position, Coca Cola Company has a low risk of failure. Table 1 represents the company’s financial statements from 2009 to 2013. Financial Statement (mil) 2013 2012 2011 2010 2009 2013 2012 2011 2010 2009 Revenue $46,854 $48,017 $46,542 $35,119 $30,990 Gross Profit $28,433 $28,964 $28,326 $22,426 $19,902 Operating Income $10,228 $10,779 $10,154 $8,449 $8,231 Net Income $8,584 $9,019 $8,572 $11,809 $6,824 Diluted EPS $1.9 $1.97 $1.85 $2.53 $1.47 Table 1: Coca Cola Company financial statement from 2009- 2013 Table 2 shows the company’s balance sheets for the years 2o13, 2012 and 2011 Balance Sheet Year 2013 2012 2011 B 2013 2012 2011 Current Assets (mil) Cash $10,414 $8,442 $12,803 Net Receivables $4,873 $4,759 $4,920 Inventories $3,277 $3,264 $3,092 Other Income Assets $12,740 $13,863 $4,682 Asset Summary Total Current Assets $31,304 $30,328 $25,497 Net Fixed Assets $14,967 $14,476 $14,939 Other Noncurrent Assets $43,784 $41,370 $39,538 Total Assets $90,055 $86,174 $79,974 Liabilities (mil) 2013 2012 2011 Current Liabilities (mil) Accounts Payable $1,933 $1,969 $2,172 Short Term Debt $17,925 $17,874 $14,912 Other Current Liabilities $7,953 $7,978 $7,199 Liability Summary Total Current Liabilities $27,811 $27,821 $24,283 Long Term Debt $19,154 $14,736 $13,656 Other Noncurrent Liabilities $9,917 $10,827 $10,400 Total Liabilities $56,882 $53,384 $48,339 Stakeholders Equity (mil) 2013 2012 2011 Equity (mil) Preferred Stock Equity $ $ $ Common Stock Equity $33,173 $32,790 $31,635 Equity Summary Total Equity $33,173 $32,790 $31,635 Shares Outstanding 4,402 4,469 4,526 Table 2: The company’s balance sheets for the years 2o13, 2012 and 2011 Table 3 shows the company’s cash flow for the years 2013, 2012 and 2011 Cash Flow (mil) 2013 2012 2011 Cash at the beginning of the year $8,442 $12,803 $8,517 Net Operating Cash $10,542 $10,645 $9,474 Net Investing Cash $(4,214) $(11,404) $(2,524) Net Financing Cash $(3,745) $(3,347) $(2,234) Net Change in Cash $1,972 $(4,361) $4,286 Cash at end of the year $10,414 $8,442 $12,803 Capital Expenditure $(2,550) $(2,780) $(2,920) Table 3: The company’s cash flow for the years 2013, 2012 and 2011 Future Plans Coca Cola plans to increase the number of products through innovativeness, being a global beverage company. Kant, the CEO, expressed the company’s plans to improve on its marketing strategies to expand its future market dominance. The management plans to reduce the company’s annual cost by $ 1 billion in 2016. The company also plans to enhance its sustainability goals in its operations as a strategy to address changes in the global temperatures. It has low carbon strategies in production through its planned carbon-cutting programs. Read More