1.0 Introduction Coca-Cola has sold more than one billion servings every day. More than 10,450 beverages are consumed every second. The company achieved earnings of $4,347,000,000 in 2003. It is present on all seven continents and is recognized by 94% of the world population. How did Coca-Cola grow from its humble roots as a home-brewed Georgia-based patent medicine to be the international soft drink powerhouse that it is today? Coca-Cola used numerous technologies to achieve its rise to the top of the soft drink industry, defining new technologies and establishing paradigms that popped the status quo like a cap from a soda bottle. Through technology, Coca-Cola perfected Coke as a beverage and spread it throughout the world. Even Now, wherever Coca-Cola goes, it would tie up with a local bottling partner with interdependent relationship. Whilst Coca-Cola's business scope is indeed global, it's remains, at heart, a truly local business (Siewert, 2003).
2.2.3 Product Diversification Coca-Cola continues to explore new beverage categories, keeping the tradition of expanding on their current portfolio of brands and products. Coca-Cola is the proud producer of more than 300 beverage brands with core focus on brand Coca-Cola, Diet Coke, Sprite, and Fanta. Branching out from its traditional carbonated soft drinks, Coca-Cola Co. ventured into sports-drink segment in Powerade and Full Throttle and non-carbonated niche offerings such as Mad River teas and Planet Java coffee. However this strategy has taken a back seat due to the lukewarm response from consumers. Nevertheless, Coca-Cola is moving towards the direction of becoming a beverage-snack company.
2.2.4 Development of New Alliances Coca-Cola Co. is divided into six operating units which include:- North America Group Latin America Group Greater Europe Group Middle East and Far East Group Africa Group Minute Maid Group
The distribution of Coca-Cola has reach to more than 200 countries around the globe. With such a vast and spread out consumer base, Coca-cola's marketing strategy focuses on getting their consumers to reach for their drinks more regularly as put up by the mantra coined by
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