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1、AStudyonCoca-ColaMarketingStrategy1.CompanyprofileCoca-Cola isa carbonated softdrink.Itisproducedby TheCoca-ColaCompany of Atlanta, Georgia,andisoftenreferredtosimplyas Coke (aregisteredtrademarkofTheCoca-ColaCompanyintheUnitedStatessinceMarch27,1944).Originallyintendedasa paten
2、tmedicine whenitwasinventedinthelate19thcenturyby JohnPemberton,Coca-Colawasboughtoutbybusinessman AsaGriggsCandler,whosemarketingtacticsledCoketoitsdominanceoftheworldsoft-drinkmarketthroughoutthe20thcentury.Thenamereferstotwoofitsoriginalingredients: kolanuts,asourceof caffein
3、e,and cocaleaves.Thecurrent formula ofCoca-Colaremainsa tradesecret,althoughavarietyofreportedrecipesandexperimentalrecreationshavebeenpublished.1.1HistoryofCoca-ColaCoca-ColaEnterprises,establishedin1986,isayoungcompanybythestandardsoftheCoca-Colasystem.Yeteachofitsfranchisesha
4、sastrongheritageinthetraditionsofCoca-ColathatisthefoundationforthisCompany.TheCoca-ColaCompanytracesit’sbeginningto1886,whenanAtlantapharmacist,Dr.JohnPemberton,begantoproduceCoca-Colasyrupforsaleinfountaindrinks.Howeverthebottlingbusinessbeganin1899whentwoChattanoogabusinessme
5、n,BenjaminF.ThomasandJosephB.Whitehead,securedtheexclusiverightstobottleandsellCoca-ColaformostoftheUnitedStatesfromTheCoca-ColaCompany.TheCoca-Colabottlingsystemcontinuedtooperateasindependent,localbusinessesuntiltheearly1980swhenbottlingfranchisesbegantoconsolidate.In1986,TheC
6、oca-ColaCompanymergedsomeofitscompany-ownedoperationswithtwolargeownershipgroupsthatwereforsale,theJohnT.LuptonfranchisesandBCIHoldingCorporation'sbottlingholdings,toformCoca-ColaEnterprisesInc.TheCompanyoffereditsstocktothepubliconNovember21,1986,atasplit-adjustedpriceof$5.50as
7、hare.Onanannualbasis,totalunitcasesaleswere880,000in1986.10InDecember1991,amergerbetweenCoca-ColaEnterprisesandtheJohnstonCoca-ColaBottlingGroup,Inc.(Johnston)createdalarger,strongerCompany,againhelpingacceleratebottlerconsolidation.Aspartofthemerger,theseniormanagementteamofJoh
8、nstonassumedresponsibilityformanagingtheCompany
