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Executive Summary
International business is a very broad term to illustrate. In general words international business means doing business out of national boundaries through export-import, licensing, multinational firms, totally owned facilities etc. First, I have adorned my project with a great overview on international business through a well-known company, The Coca-Cola Company. How it become a successful in an international business. In the very first beginning an introduction to the project has been prepared for showing a clear overview to Coca-Cola company. Today, Coca-Cola is one of most well-known brands in the world. This company has continued to gain momentum and growth, capitalizing on the rapidly expanding beverage industry and ranking as the largest beverage company in the world. With its push for global market share, Coca-Cola now operates in over 200 countries with over 84000 suppliers. Currently, over 75% of Coca Cola business income is generated from outside of United State. In over a century, Coca-Cola has grown the company into a multi-million-dollar business. Coca-Cola company produces, markets and distributes non-alcoholic beverages. The company primarily operates in all six continents Asia Pacific; Europe, Middle East and Africa; Latin America; North America. In 2017, the Coca-Cola Company employed some 61.8 thousand people worldwide, down from about 100 thousand employees in the previous year. Coca-Cola’s revenue amounted to about 35 billion U.S. dollars worldwide this year. Coca-Cola’s earliest leaders believed that their product should be affordable and available everywhere. To achieve this, the coca cola was sold for a one nickel – for more than 50 years. Despite the impact of two world wars and the Great Depression, the company insisted that trial and acceptance of its product could best be maximized by making Coca-Cola a beverage affordable to everyone. This steady price contributed to increasing consumer demand for the product, which in turn caused bottlers to buy more syrup to produce the product Despite being a great-tasting product, Coca-Cola’s existence was unknown to many consumers outside the Southeastern United States. To address this, Asa Griggs Candler, who purchased the recipe for Coca-Cola from inventor Dr. John Pemberton in 1888, started giving away coupon for a free drink to anyone who would try a sip of a Coke. From 1894 through 1913, more than 8.5 million sample coupons were redeemed for a free Coca-Cola. And by this time, one out of every nine Americans had tried Coca-Cola. As the beverage industry underwent an era of immense change and competition in the late 1800s, Candler focused on expanding distribution. By selling the rights to bottle Coca-Cola more broadly, he aimed to create nationwide demand for his product. In 1899, Candler sold the bottling rights for Coca-Cola for $1 to Chattanooga, Tenn. lawyers Benjamin F. Thomas and Joseph B. Whitehead, forming what today is a franchise partnership between The Coca-Cola Company and more than 250 bottlers worldwide, this system has extended Coca-Cola’s reach far beyond what Candler ever imagined – now with sales in more than 200 countries. Almost immediately after its launch, Coca-Cola faced an enormous number of “lookalikes” attempting to imitate its success. To confront this, Coca-Cola challenged glass companies to create a new bottle design that was so distinct that it could be recognized when broken on the ground or by touch in the dark. In 1915, inspired by the shape of the cocoa pod, the Root Glass Company created what is now known as bottle to distinguish Coke from its peers. Now more than 100 years old, the contour-shaped bottle has become a celebrated and instantly recognizable icon around the world. Today, as consumers continue to demand new and exciting beverage choices around the world, the company is finding new ways to tap into growing trends by taking ownership positions in fast-growing beverage brands. In 2007, Coca-Cola North America launched its Venturing and Emerging Brands (VEB) unit to seek out and identify the next generation of billion-dollar brands that the company can add to its portfolio. VEB acts as part venture capitalist and part brand incubator that has acquired or invested in brands that include Honest Tea, Zico, Suja and Power. Outside the United States, the company also has continued to acquire or invest in brands that respond to the explosion of beverage choices now available to consumers worldwide. Recently announced global acquisitions or investments have included AdeS*, the leading soy-based beverage brand in Latin America; Chi Limited, a successful West African producer of dairy and juice beverages; and China Culliangwang, a maker of plant-based protein drinks made from high-quality agricultural sources.

Coca Cola was founded in 1886 by Dr. John Stith Pemberton a former pharmacist who gave the syrup that was used for Coca Cola. Today this company leads the world in manufacturing, marketing, and distributing nonalcoholic beverages. They have approximately 400 beverage brands. The corporate headquarters are in Atlanta and there are also many local operations in more than 200 countries worldwide. An outstanding one billion beverage servings are sold each day across the globe. The name “Coca Cola” comes from two of the ingredients and the intelligent thought that the two C’s would look good when put together. Coca Cola employs around 50 000 people across the world. This company also sponsors many high-profile sporting events such as the World Cup of Soccer, the National Basketball Association, the Tour de France, the National Football League, NASCAR, and the Olympics. Coca Cola owns four of the top five soft drinks today. These drinks four drinks are Coca-Cola, Diet Coke, Fanta, and Sprite. They also include noncarbonated beverages such as waters, juices, sports drinks, teas, and coffees in their repertoire. Coca Cola also looks to help and provide for communities frequently. Always looking to give back to the community, they interact with the general public and provide camps and services. Coca Cola

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