Marketing Strategy Of Coca Cola - 1295 Words

company also partnered with a multitude of artists, celebrities, athletes, and organizations in various marketing campaigns to promote their products (â€Å"125 years,† 2011). Coca-Cola’s branding, marketing, and well-known products have propelled the company to over a century of success. Domestic and International Operations Today, The Coca-Cola Company is the largest soft drink maker in the world with ownership or licensing rights for over 500 non-alcoholic beverage brands (Bailey, 2014). Of the company’s many brands, twenty of them are worth over one billion dollars (â€Å"The Coca-Cola Company,† 2016). Headquartered in Atlanta, Georgia, over 130,000 employees located in more than 200 countries work for the organization. These employees†¦show more content†¦In addition to their beverage products, the company has the world’s largest distribution system for beverages. This network includes bottling operations that the company owns and independent bottling partners that it supports (â€Å"The Coca-Cola Company,† 2016). Coca-Cola has successfully COCA-COLA ECONOMIC ANALYSIS 4 combined their distinct and popular products with this unparalleled distribution network to earn their title as the largest soft drink manufacturer in the world. Revenues for 2015 were $43.65 billion, continuing a downward trend that began in 2012. While net income has also been trending down since 2012, in 2015 it rose slightly over the previous year’s figures, coming in at $7.35 billion for the year (â€Å"Coca-Cola Co.,† 2016). The negative movements in the firm’s financials indicate that it is facing challenges that need to be addressed. Economic Factors Changing economic factors can impact a company’s current operations and how it needs to plan for the future. Currently, reduced consumer demand is an economic factor affecting The Coca-Cola Company. Sales from sugary carbonated beverages account for the bulk of the company’s sales, but demand for these products has been steadily declining for over nine years. One reason for the reduced demand is a change in consumer tastes as people have become more concerned about their health and the negative impacts of