The Coca-Cola Company: Then and NowThe Coca-Cola Company has developed a marketing mix that has proven to be very successful throughout the years. The company has faced ever evolving challenges and has been able to adapt to past and current demands of social movements within customers in markets across the world as the leading provider of beverages with over 500 brands. Looking toward the future, The Coca-Cola Company continues to expand on their marketing strategy to ensure they provide products to consumers with lasting results. In the beginning, The Coca-Cola Company began with one product that was developed by a pharmacist in Atlanta, Georgia. The pharmacist, Dr. John Pemberton, developed a syrup mix with carbonated water resulting in what is today known as “Coca-Cola”, (named by Frank Robinson, the bookkeeper). This was sold at Jacobs Pharmacy for five cents, having an average sale of nine beverages a day. Dr. Pemberton, sold the rights and died two years after developing the beverage in 1888. The product rights were bought by Asa G. Candler. Candler, a natural salesman, was the first person to begin marketing the beverage and took it beyond the Atlanta area into other states.
As it is stated in the case of Coca-Cola, it was a marketing machine ran by bureaucrats and tried to create an image of their brand more than to give to customers what they want. At that stage, Ivestor, who was a CEO of the company, was focusing more on the numbers and revenues than on what is really going inside of the company. He was described as insecure and arrogant and refused to listen to his own people, working for him. Instead of solving the real problems in the company, he was focusing on keeping profits on the same level. His lack of actions for solving the internal problem led to a lawsuit with his own company, which could be prevented if he has listened to people, who tried to warn him and turn him to actions. However, he ignored them. Ivestor tried to prevent dramatic outcomes of the lawsuit more than to solve the problem and prevent it in the future. His actions increased the number of plaintiffs from 4 to over than 2000 participated in a lawsuit. Ivestor refused to accept his fault, which led to his dismissal from the company. This is the first stage- unfreezing.
The next stage is a stage of providing the actual change actions. Here, the company has chosen a new CEO and President, Douglas Daft, who was an opposite of Ivestor. Daft was a delegator, who wanted to turn Coca-Cola to a most desired company by employees in the world. He also saw a company as a head of the class, when speaking about diversity of workforce and business. Daft was fast in his actions. He has put Ware on the position of Vice-President for Global Public Affairs, as he was concerned about diversity issues in the company as well. They applied Wares suggestions about supporting the diversity from the top-executives and tying compensation increases to the achievement of diversity goals.
The third stage is the creation of a new team. In this new team, the CEO of OTC will oversee the business development and management process, helping the OTC’s mission. During this time, the top management teams can develop their own internal project, such as this: “My strategy, now I feel like I need to run in this company to try and help myself to win customers, clients and to be able to reach new people. This will be the first time I’m involved in a team development project. My first goal in this team is to bring people together, to understand things from a different perspective, and to have them see the world in a different way to make it a better place for a whole new kind of group of people with different perspectives and different goals. So I will put this in the company’s name but also the company’s name and it will have a new name.” The company’s logo, so its name, is the best one in the world.
The first stage is a change to the organization. Each CEO, every team leader and every leader will want to change the way they work. Some of them will go the way of the boss who doesn’t want to change his subordinates’ work, who wants them to work at different levels of working at different times of the day, working for different organizations, etc. Those that work at different times of the day, will either put themselves or their employees at a disadvantage, or try to lead like a boss who refuses to change. They also want to change their organizations attitude and will always seek to improve. A chief executive and CEO could use a different name. I would also like to think of a head of business development and management to try to create a change of style. This will involve the entire top team. One group of team will have to be able to stand up, and the team leader will still be around. A head of business development and management does that well to do it because it brings new people out to improve.
The fourth stage is the company’s annual sales. These sales will be the company’s “first big challenge.” The company is now the biggest distributor of E-mini-E, the E-mini E-Reader device, on the market.
The fifth stage is the company’s distribution strategy. This will create new markets to bring back new products, not only from Asia, but Europe and the USA in the coming quarters. There will also be lots of new stores to show on the store websites, and more people to choose from. This will be the start point for both the production of the products and of the E