What Do The Coca Cola Company Do Commerce Essay

Colas and other carbonated drinks are some of the merchandises who have been portion of mundane twenty-four hours market since clip immemorial. We have seen its transmutation to barreled drinks into its advanced and advanced bottling engineerings. Cola trade names have besides been viing in footings of merchandise sugariness, packaging, and advertizements. Now, one of the taking trade names in a planetary graduated table is Coca-Cola.

The Coca Cola Company ( TCCC ) is the taking proprietor and seller of non-alcoholic drink trade names and of dressed ores and sirups used to bring forth non-alcoholic drinks. The company owns licence and market of more than 500 non-alcoholic drink trade names of twinkle and still drinks such as H2O, enhanced H2O, juice and juice drinks, ready-to-drink teas and javas, and energy and athleticss drinks. Table 1 shows the list of merchandises of The Coca Cola Company. As one of the most of import trade name names, Coca-cola owns and markets four of the top five top non-alcoholic twinkle drink trade names including Diet Coke, Fanta and Sprite. Coca-cola merchandises have been served in the US and 200 states since 1886.

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The end of the company is to utilize the TCCC ‘s assets such as their trade names, fiscal strengths, matchless distribution system, broad planetary distribution and the endowments and strong committedness of the direction and associates to go more competitory and to speed up growing in a mode that creates for our stockholders. Coca-cola is one of legion rivals in the commercial drinks market. Of the about 54 billion drink helpings of all types consumed everyday, 1.6 billion bear Coca-cola hallmark and licence.

Coca-cola attributes their success to their ability to link with consumers and by supplying them with a assortment of picks to run into their desires, demands, and lifestyle picks. The company besides acknowledges farther success of the people will depend on the ability of their executives to fulfill their mundane duties.

As of December 31,2009, Coca Cola employs 92,800, 17,900 of which are employed by amalgamate variable involvement entities. This increased from 92,400 in 2008 chiefly because of increased Latin America runing groups and other Bottling Investment groups. These were the consequences of the company ‘s on-going productiveness enterprises in all of its operations.

The Coca-cola company ‘s organisational construction is composed the following operating groups: Eurasia and Africa, Europe, Latin America, Pacific, Bottling Investments and Corporate. In Australia, there is Coca-cola Amatil Limited with which TCCC has 30 % of ownership as of December 2009. Coca-Cola Amatil has bottling and distribution rights through direct ownership or joint ventures in Australia, New Zealand, Fiji, Papua New Guinea, and Indonesia. Coca-cola claims that 100 % of the districts of these states ‘s market incorporate Coca-cola merchandises.

The non-alcoholic drinks section of commercial drinks is known to be a extremely competitory industry dwelling of legion houses. These houses compete in multiple geographic countries in international, regional and local operations. Some of the competitory merchandises include non-alcoholic twinkle drinks, assorted H2O merchandises, fruit drinks and dilatable juices, javas and teas, energy and performance-enhancing drinks, dairy-based drinks, functional drinks, other non-alcoholic drinks. PepsiCo, Inc. , Nestle, Dr Pepper Snapple Group, Groupe Danone, Kraft Foods and Unilever are some of the primary rivals of The Coca-Cola Company.

The competitory factors with which the company focuses on include pricing advertisement and gross revenues publicity plans, invention in nucleus merchandises, increased efficiency of production techniques, production of new packaging, invention in peddling and distributing equipment and trade name and hallmark development and protection.

The Coca-Cola Company: Assetss, Liabilitiess, and Operationss

This subdivision serves as a more elaborate presentation of the company ‘s position in footings of its assets, liabilities and operations.


One of the chief belongingss of the company includes the worldwide central office located on a 35-acre office composite in Atlanta, Georgia. Lies on this composite are about 621,000 square pes central office edifice, 870,000 square foot Coca-Cola North America edifice, and the 264,000 square foot Coca-Cola Plaza edifice. The company besides leases 250,000 square pess of office infinite at Atlanta and existent estate belongingss in New York. In add-on, the company besides owns and lease extra installations and existent estate throughout the universe for administrative operations, processing, packaging, and storage, warehousing and retail operations.

In North America, Coca-Cola owns nine still beverage production installations, ten chief drink dressed ore and/or syrup fabrication workss and four bottled H2O installations. It besides leases one bottled H2O installation and owns a installation that manufactures juice dressed ores for nutrient service usage.

Furthermore, the North America runing section besides has a part of the Atlanta office composite. As of December 31, 2009, TCCC owns and operates 20 chief drink dressed ore fabrication workss outside of North America, of which seven are included in the Pacific operating section, five are included in the Eurasia and Africa runing section, five are included in the Latin America runing section and three are included in the Europe operating section.

The company ‘s direction believes that the company ‘s installations for the production of merchandises are suited and equal. Furthermore, the extent of use of these installations varies based in seasonal demand for Coca-Cola merchandises. Nevertheless, the direction believes that extra production can be obtained through bing installations by adding forces and capital equipment and through switching or extra forces. The company soon reviews awaited demands for extra installations to get and/dispose some installations.

Company Assetss

As of December 2009, the entire plus of Coca-Cola was $ 48,671 million which increased from $ 40,519 in 2008. The Coca-Cola Company ‘s current assets sum to $ 17,551 million which increased from $ 12,176 million in 2008. Majority of these assets come from hard currency and hard currency equivalents and short-run investings. Marketable securities, trade histories receivable, stock lists and others histories to the staying sum of company assets. Table 2 shows the sum-up of the fiscal assets of the company.

One of the most of import assets of the company is its trade name. The Coca-Cola trade name histories for 90 % of all the company ‘s assets. The company owns legion patents, right of first publications, and trade secrets such as significant know-how and engineering. The most of import patents, right of first publications and trade secrets are its sparkling drink and other drink expression. The company ‘s engineering includes merchandises and services for their production, bundles for their merchandise, design and operation of procedures and equipments in concern, and other quality confidence package.

Table 2 The Coca-Cola Company Assets

Some of these engineerings are farther licensed to supplies and other parties. These hallmarks are valid every bit long as these are in usage or their enrollments are decently maintained. Furthermore, pursuant to the company ‘s Bottler ‘s Agreements, the company authorizes the bottlers to utilize applicable Company hallmarks in their industry, sale, and distribution of Company merchandises. Likewise, the company besides grants licences to 3rd parties from clip to clip to utilize certain hallmarks and in concurrence with certain ware and nutrient merchandises.


As of 2008, the entire current liabilities of The Coca-Cola Company amounted to $ 12,988 million which increased to $ 13, 721 million in 2009. Furthermore, the entire current equity of the company were $ 25, 346 million and $ 20, 472 million in 2008 and 2009 severally. The entire liabilities and equity amounted to $ 48, 671 in 2009.

Table 3 shows the sum-up of liabilities and equity.

Table 3 The Coca-Cola Company Liabilities and Equity

2009 2008


The operations of the company are divided into six runing parts. The company operated on: Eurasia and Africa, Europe, Latin America, North America, Pacific, and Bottling Investments. Table 4 shows the drumhead or overview of the company ‘s operations in 2009.

Operating activities of Coca-Cola besides sum to big sums money. As of December 2009, the net hard currency provided by runing activities amounted to $ 8,186 million. This was a large addition from $ 7,150 million in 2007.

Table 4 The Coca-Cola Company Operation ‘s Overview

Fiscal Performance: The Coca-Cola Amatil

Figure 1 Financial Performance of Coca-Cola Amatil

Figure 1 shows the fiscal public presentation of Coca-Cola Amatil, the bottling spouse of the Coca-Cola Company from 2003 to 2007. The company showed stable fiscal public presentation in these old ages particularly in footings of portion monetary value grasp.

Hazard Analysis and Management of the Coca-Cola Company

In the one-year study of the Coca-Cola Company, the hazards factors identified by the company are the undermentioned: trade name image and corporate repute ; fleshiness and wellness concerns ; H2O scarceness and H2O quality ; alterations in the concern environment, increased competitions, developing and emerging markets, fluctuations of currencies, recent planetary recognition crisis, increased involvement rates, relationship with bottling spouses, and others. Specifically, these hazards can be classified into three wide groups: natural hazards, external hazards, and internal hazards.

Natural Hazards

External Hazards

Internal Risks

Adverse conditions conditions

Climate alteration

Water scarceness and quality

Global or regional calamity

Recent planetary recognition crisis

Fluctuations in Foreign currencies

Fleshiness and other wellness concerns

Changes in the concern environment

Increased competitions

Increased involvement rates

Increased income taxes/charges

Laws and ordinances

Energy supply

Brand image and corporate repute

Information Systems

Emerging and developing markets

Relationship with bottling spouses

Natural Hazards

These are the hazards which include natural phenomenon such as conditions, typhoons, temblor, and etc. These hazards station menaces merely to the belongingss of the company but besides to their gross revenues volume and profitableness.

Water scarceness and H2O quality. Water is a really limited resource. Furthermore, overuse, increased pollution, hapless direction, and climate alteration farther contribute to H2O scarceness and deteriorated H2O quality. However, H2O is the chief ingredient of the Coca-Cola merchandises and this scenario may incur to the system increasing production costs and capacity restraints that may impact profitableness.

Adverse conditions conditions. Gross saless of Coca-Cola merchandises are influenced by conditions conditions. Cold or rainy conditions during the summer months has negative impacts on the demand of such merchandises.

Climate alteration. Climate alteration or the addition in planetary mean temperatures due to increased concentration of C dioxide and other nursery gases in the ambiance cause important lessening in agricultural productiveness. This inauspicious agricultural productiveness affects the production of sugar cane, Beta vulgariss, maize, citrous fruit, tea, and java, which are the chief natural stuffs for the merchandises of Coca-Cola. Increased frequence and continuance of utmost conditions conditions impairs production capablenesss, disrupts supply concatenation and adversely affects the impact demand of merchandises. Likewise, clime alteration will worsen H2O scarceness and do farther impairment of H2O quality in affected grounds and shall restrict system ‘s bottling operations. Furthermore, decrease of nursery emanations consequences to increased energy, transit and natural stuff costs. Hence, clime alteration could hold long-run inauspicious impact on the existent merchandises and the operations of each.

External Hazards

Fleshiness and other wellness concerns. Public wellness and authorities functionaries and the clients become more and more concerned on the inauspicious effects of fleshiness to wellness particularly on younger people. Hence, they advocate reduced ingestion of sugar-sweetened drinks including sweetened with HFCS and other alimentary sweetenings. This turning concern may take to increased possible new revenue enhancements and authorities ordinances refering selling, labeling, and handiness of sugared drinks. The company besides claims that negative promotion ensuing from existent or threatened actions against the industry may cut down demands of sweetened drinks and this could impact the profitableness of Coca-Cola.

Changes in the concern environment. Changing consumer penchants, wellness and nutrition considerations and life style has made the non-alcoholic drinks concern environment alteration quickly. Furthermore, the industry becomes wider ; hence there is a turning competitory merchandise and pricing force per unit areas the company has to confront. If the company fails to accommodate to this altering environment at a fast stage, portion of gross revenues, volume growing, and profitableness consequences lessening.

Increased competition. This industry is extremely competitory. There are other major international drink companies that operate in major geographic countries and other locally-operating houses that give the Coca-Cola Company rigorous competition. The company claims that its ability to keep market portions may be limited to the ensuing actions by rivals.

Increased involvement rates. The involvement rates of the company may besides impact recognition evaluations. Recognition evaluation bureaus consider capital construction and fiscal policies and aggregative balance sheet and fiscal information. If the recognition evaluations were to be downgraded as a consequence of capital construction, the major bottler ‘s fiscal public presentation is expected to travel down.

Recent planetary recognition crisis. The recent planetary recognition crisis brought approximately unprecedented breaks in the past two old ages. The cost and handiness of recognition varies by market and capable to alterations in planetary economic environment. The lessening in handiness of consumer recognition because of fiscal crisis may besides do consumers to cut down discretional disbursement and cut down demands for non-alcoholic drinks and therefore shall impact negatively, net grosss and profitableness.

Increase in income revenue enhancement rates. Increase in income revenue enhancements will cut down after-tax income and other accomplished legal powers. This is besides critical because Coca-Cola operates on assorted states ; income revenue enhancement additions on bulk of these states, it shall hold damaging effects on the company.

Energy supply. Measure by measure production, from assemblage of natural stuffs to bringing of merchandises demands energy supply. Bottling forms operate on big fleet of trucks and other local vehicles to administer and present drink merchandises to clients. Furthermore, bottlers besides use immense sums of electricity, natural gas, and other energy beginnings in their assorted operations. Increase in the monetary value, break of supply or deficit fuel and other energy beginnings caused by natural catastrophes, power outages and others would increase Coca-Cola system ‘s operating costs at big sums could negatively impact its profitableness.

Legal and authorities ordinances. All concern operations of the Coca-cola Company is capable to different Torahs and ordinances refering competition, merchandise safety, advertisement, and labeling, container sedimentations, recycling and stewardship, protection of the environment, and employment and labour patterns.

Internal Risks

Brand Image and corporate repute. The company acknowledges that their farther success depends on their ability to keep its trade name image and corporate repute. Hence, the company exerts more fiscal support for advertisement and selling particularly now that clients have changed their media penchants from traditional media to computer-assisted 1s and the Internet. Some of the menaces against their repute identified by the company are: fleshiness and wellness concerns, environmental issues, H2O deficit, labour dealingss, employment and labour concerns, and human rights misdemeanors.

Developing and emerging markets. The company acknowledges that their success depends on their ability to turn concern in developing and emerging markets. This ability requires formation of strategic concern confederations to do necessary substructures such as installations, distribution webs, gross revenues equipment, and engineering. However, the company besides foresees that due to merchandise monetary value, limited buying power of consumers in developing markets and cultural differences, there can be no confidence that their merchandises shall be accepted as that of established markets.

Relationship with Bottling Partners. Coca- Cola generates important part of its cyberspace operating grosss by selling dressed ores and sirups to independent bottling spouses. For illustration in 2009, about 79 % of world-wide unit instance volume was produced by bottling spouses. The bottling spouses besides have the right to bring forth and administer their ain merchandises and drink of other companies. If Coca-Cola fails to supply appropriate mix of inducements to the bottling spouses may give more energy and resources to bring forth and administer merchandises of other companies. In the long tally, it shall hold inauspicious effects on the profitableness of the company.

Fiscal Strategies and Risk Management: The Coca-Cola Company

The company uses derived functions of fiscal instruments chiefly to cut down exposure to inauspicious fluctuations in involvements and foreign exchange rates and to lesser extent of inauspicious fluctuations in trade good monetary values and other market hazards. Chiefly, Coca-Cola do non come in into derivative fiscal instruments for trading intents. All of the company ‘s derivative places are used to cut down hazards through fudging implicit in economic exposure. The high correlativity between the fudging instrument and the implicit in exposure, fluctuations in the value of the instrument are by and large offset by predicted alterations in the values of underlying hazard exposures. The company besides claims that all of its derived functions are straightforward, nonprescription instruments and with liquid markets.

In footings of foreign currency, the company manages its foreign currency exposure through amalgamate footing and allows cyberspace certain exposures and takes advantage of any natural beginnings. About 80 % of the operating income of the company comes from five geographic runing sections outside the United States. Hence, failing of one peculiar currency is offset by strengths of other currencies. Similarly, it besides use fiscal instruments to cut down net exposure to currency.

Similarly, the company besides enters to send on exchange contracts and purchases assorted currency options and neckbands to fudge options of forecasted hard currency flows of denominated foreign currencies. Furthermore, the company besides enters into forward exchange to countervail the net incomes impact in footings of exchange rate fluctuations of some pecuniary assets and liabilities. It besides enters into forward exchange contracts to decrease net investings in international operations.

Fiscal Strategies and Risk Management: The Coca-Cola Amatil

This subdivision of the Coca-Cola Company in Australia besides implements acknowledgment and direction of hazards. The hazard direction of the company is implemented through a top-down and bottom up attack in footings of identifying, measuring, monitoring, and managing of cardinal hazards factors. The processs of hazard direction are reviewed and reported on a regular basis to Audit and Risk Committee Board. The company recognizes that its Audit and Risk Committee operates expeditiously and efficaciously in footings of stuff respects, hazard direction, and internal conformity.

This board is responsible for guaranting that equal systems processs in placing, measuring, monitoring, and pull offing hazards. The range of their monitoring and direction processs include: overall concern hazards, exchequer hazard, procurance, insurance, revenue enhancement, judicial proceeding, codification of behavior misdemeanor and fraud.

Aside from supervising these countries, the commission besides reviews and makes recommendations to the disposal in footings of policies modulating such countries. Likewise, the internal and external audit besides implements its ain processs of hazard acknowledgment, appraisal, and direction.

To compare, the hazard direction schemes of the Coca-Cola Company differs from that of hazard direction processs of Coca-Cola Amatil, a bottling spouse based in Australia. The Coca-Cola Company focal point on fiscal hazards while Coca-Cola Amatil considers insurance and other concern or operation-related hazard concerns.

Remarks on Risk Analysis and Management of the Coca-Cola Company

Hazard involves the possibility of enduring harm or loss brought approximately by uncertainness of the results of actions or fortunes. Because the uncertainness attributes of hazard, assorted companies have different attitudes and responses towards hazard. Nonetheless, a company ‘s attitude towards hazard straight influences its chief strategic pick. A company that favors hazard has its scope of strategic picks welcoming enlargement and high hazard schemes can be acceptable and even desirable. On the other manus, when a company is risk averse, the strategic picks of the company are limited and hazardous options are eliminated even before strategic picks are made ( Kelly and Booth, 2004 ) .

Assorted companies today has two attacks towards turn toing hazards: hazard hedge and hazard direction.

In hazard hedge, the position of hazard is nil but a danger for the wellbeing of the company. The chief aim of this process is to protect the company against downside of the current hazards and its chief functional accent is centered on fiscal affairs merely. The procedure is chiefly merchandise oriented with the usage of derived functions and insurances. The step of success based on hazard hedge is reduced volatility of net incomes, hard currency flows and values ( Damodaran, 2008 ) .

On the other manus, in hazard direction, hazard is viewed as a danger and an chance every bit good and the aim is to work this chance. Risk direction is process oriented and its functional accent is scheme across other maps of the company. Designation of hazards, measuring and taking advantage of the hazards are some Scopess of hazard direction ( Damodaran, 2008 ) .

Risk direction is the procedure for integrating sufficient flexibleness in different facets of programs, schemes, and tactics. These processs include accommodating schemes to integrate unanticipated fortunes which may be favourable or unfavourable. These serve as precautional steps of the company to minimise menaces to its efficiency and profitableness. Examples of these processs are taking out insurance against fiscal loss, and implementing security and safety steps ( Kelly and Booth, 2004 ) .

The range of hazard direction includes planning hazard, placing hazards, analysing hazards, and developing hazard response schemes. Appropriate hazard direction is proactive, positive, and continuously seek schemes to cover with hazards by minimising uncertainnesss and fixing for the worst scenario ( Kerzner, 2009 ) .

Some of the alternate techniques for fudging hazards include: investing picks, funding picks, and insurance.

Better investing picks can fudge hazards by maximising fiscal investings to premier locations, nucleus concerns and other investing particulars that will take to the least possible hazard. There are times that it is better to restrict the picks to certain, fixed, and predictable return on investing instead than on investings with greater hazards and small possibilities of great returns particularly if the fiscal capablenesss of the company are limited ( Demodaran, 2008 ) .

This leads to better funding picks as a good option to extinguish hazards. Not to advert, funding picks has overall effects on company ‘s hazard exposure. The optimal fiscal scheme is to fit the features of debt to the plus financed by the debt. This is critical for Coca-Cola because it operates on assorted states with different currencies ( Demodoran, 2008 ) .

Last, there is insurance. In kernel, insurance does non extinguish but merely shifts the hazard. While insurance gives the company security of its fiscal plus, there are other benefits aside from these. First, the company shall hold portfolio of hazards which can be used for variegation of benefits. Second, the company may besides get expertness to measure hazards and procedure claims because of perennial exposure to hazard. Third, insurance companies may besides supply other services such as review and safety services which can be good for the company excessively ( Demodoran, 2008 ) .

Based on designation of hazards and direction processs of the Coca-Cola Company and Coca-Cola Amatil, this paper came up with the undermentioned recommendations for the companies:

Possibly the highest hazard for the Coca-Cola Company is its trade name image and corporate repute. An immediate onslaught to its repute can adversely impact the company as a whole and each of its bottling spouses. Hence, the company should exercise attempts more than merely responses to onslaughts to their credibleness like what they are making now. The company lacks assertiveness in advancing and keeping the unity of their trade name.

Repute is a really valuable plus for any company with established trade name name. In the instance of Coca-Cola, its trade name histories for 90 % of all the company ‘s assets. However, small perceived or existent failure associated with an established trade name, the cost of reconstructing assurance can be considerable ( Larkin, 2003 ) .

In June 1999, Coca-Cola was the universe ‘s most valuable trade name which accounted to $ 83 billion or 60 % of the company ‘s market value. However, its repute was earnestly put at hazard when about 100 people got ill after imbibing Coke due to taint. The 133 old ages of experience of the Coca-Cola Company was jeopardized by this taint incident. This resulted to remember and censor of all Coca-Cola merchandises by the European environment ( Lam, 2003 ) .

However, the hazard direction scheme of Coca-Cola towards trade name image and corporate repute is non plenty to cover with the critics of the company. For illustration, in malice of the execution of Global Water Challenge Project of Coca-Cola in cooperation with UNICEF, Procter and Gamble, and CARE with the purpose to better sanitation, hygiene instruction and entree to clean H2O particularly in developing states. However, the company still wave streamers sing the “ destroying ” of husbandman ‘s lives and the media serves as the most active critics of the company ( Griffin, 2008 ) .

Employment-related issues as an built-in portion of the company ‘s hazard direction scheme to advance greater cooperation and morale/reputation destructing consequence of legal actions filed by its employees can hold damaging effects on the company. In May 2002, Coca-cola was hit by employment-related jurisprudence suits filed by its employees. Coca-Cola was sentenced to pay $ 8.1 million to former and current female employees for salary favoritism plus $ 192 million class-action race favoritism cases ( Neef, 2003 ) .

Hence, the company should guarantee, after this incident that they implement better compensation processs extinguishing prejudices of race and gender. This is peculiarly critical for them because the company operates on broad geographical distribution.

New merchandise development besides serves as an effectual mechanism to cut down hazards. The company should do certain that their existing and developing merchandises should be continuously improved. Rather, inactive or mature markets are more vulnerable like that of Coca-Cola ( Sadgrove, 2005 ) .

The company should continuously track consumer ‘s pick, penchants, and outlooks of their merchandise. Stability and deficiency of new merchandise development may do consumers to seek other company ‘s merchandises. However, developing new merchandises and concern variegation may besides present damaging effects on nucleus concern merchandises. The company should keep balance between these two groups of merchandises.

Coca-Cola is exposed to more state hazard because of puting to emerging markets with significant hazard. A significant public presentation in one state can be offset or traded off by superior public presentation in one state. The Coca-Cola Company is frequently criticized for puting in emerging instead than in established markets ( Demodoran, 2008 ) .

Therefore, to cut down hazards brought approximately by unsure credence from developing states and holding to cover with more currencies which are still unstable, the company may analyze the option to concentrate on developed markets. Furthermore, this will decrease start-up costs such as set uping partnerships, developing all the installations necessary, and happening the best route web for the most efficient supply concatenation.

As a decision, the company should better its hazard covering scheme from being hazard fudging merely into more comprehensive hazard direction processs. The company should better in footings of trade name image and corporate repute, new merchandise and market concerns, and employment-related issues.



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