The Coca-Cola Company is the world's largest beverage company,
largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. It`s fundation took place in 1892. Almost half of all the drinks consumed in the world are made by CocaCola.(Its nearest competitor,PepsiCo,has less than one-fourth of the world market). And its overseas business is quite profitable.In 1989,for instance,80 percent of Cokes operating earnings came from overseas sales. Whats the secret behind Cokes international success? There may be several. First,the firms brand name has been well known across the globe since World War II.Second,Cokes management is patient.It spend several million dollars in China and waited fifteen years to make a profit. Third,it pays attention to the details .Coke considers no retail outlet too small to sell its products. Fourth,it is consistent,unless the situation requires flexibility.In much of the world,Cokes package,logo,taste,and advertising are the same. Fifth,it enters new markets intelligently. And the future looks bright indeed.Although annual sales growth in the United States averages only 2 or 3 percent , sales increases in Mexico and Brazil,Cokes next largest markets,were 27 and 24 percent in 1989.And the best news is that people outside the United States currently consume only 14 percent as much soda as Americans. According to the 2009 Annual Report, the company sells beverage products in more than 200 countries. Coca-Cola has sponsored the English Football League since the beginning of the 2004-05 season . Other major sponsorships include NASCAR, the NBA, the Olympic Games, and so on. Sources:Peter Wright,Charles D. Pringle,Mark J. Kroll,Strategic Management,text and cases